Aging isn’t a graceful process, but it’s something we have to face. Admitting your body can’t do what it once could isn’t easy, which is why many baby boomers are hesitant to accept an accessible bathroom redesign. Although a walk-in tub, safety bars, ADA-compliant seats, and non-slip floors are beneficial for their health, you’re fighting an uphill battle when convincing them to convert. By following these tips, you and your sales team will become pros at persuading aging boomers to swallow their pride and make bathing safer, easier and more comfortable.
Frame the Accessible Bathroom as Spa-Like
Offending customers is detrimental to your business. By pitching the safety and accessibility of their new restroom, you’re basically saying boomers are too old for a conventional design. Try taking a different approach and highlight the spa-like features of an accessible bathroom. Lead with how the comfortable seating and hydrotherapy jets in your walk-in tubs make for a more enjoyable bathing experience. To go a bit further, explain to them that some models include headrests and shelf space for candles, increasing the maximum relaxation potential of bath time.
According to National Kitchen and Bath Association spokesman John O’Reilly, the average restroom redesign cost around $18,000. For most, this is a large chunk of change that could take years to pay off. However, if the remodel is focused on making the space compliant with ADA regulations, there is a chance that Medicare or Medicaid can cover some of the fees. Be wary: there is no guarantee here, so don’t throw this around like it’s a definite possibility. Simply inform them to do the following:
Check with the customer's doctor to see if the client can receive a prescription for ADA-compliant fixtures. If yes, have the client submit a Medicare claim. If rejected, have the customer look into his/her state’s Medicare policy and see if it covers durable medical equipment, assistive technology, home modifications or environmental accessibility adaptions.
If approved by either organization, product and installation costs will be covered, benefiting both you and the client. As a result, you can emphasize all of the cash the homeowner will save.
Obtain Testimonials from Past Clients
There isn’t a more powerful marketing tool than the spoken and written word. If you’re trying to push more accessible bathroom remodel jobs, look to some of your past work. Follow up with customers, ask how they’re enjoying the design and see if they’d like to provide a testimonial for your business. Once you have a handful, apply them to the appropriate product pages on your website and leverage them during any sale. You’ll be surprised how many aging Baby Boomers will begin to see the value of an accessible bathroom once they read reviews about how the design improves life quality.
Don’t Just Tell; Show
Visuals are crucial to any remodeling business, regardless of the type of design you’re selling. In addition to obtaining testimonials from you past accessible bathroom clients, try to get some images. It’s been asserted by Zabisco, a digital marketing agency, that 40% of people respond better to visual information than plain text or spoken work. Snap shots of your most chic bathroom renovations that include ADA-compliant items. When boomers see how hip and modern an accessible bathroom can look, they’ll have a much harder time rejecting it.
Look to the Future
So maybe the baby boomer you’re selling to is unwavering in his/her decision to reject an accessible bathroom design. Take a moment to collect yourself; not all hope is lost. Nobody likes the idea of being dependent on others, so show your client the future. Agree that an ADA-compliant restroom may nto be necessary today, but could be a benefit down the road.
Highlight how this type of design will allow the client to remain independent and eliminate the process of having a caregiver help with bathing and using the toilet. In doing so, you may not close the sale at that moment, but you’ll plant a seed in the customer’s head.
Perfecting these tips takes time and repetition. With some refinement, you’ll start to see an increase in movement of walk-in baths and other ADA-compliant products, resulting in more sales for your remodeling business and an increased quality of life for you Baby Boomer clients.