With $2,000 'have it your way': Dominion realty is experimenting with a marketing program that gives new senior residents an "allowance" to upgrade their home of apply toward rent.

Moving can be a traumatic experience at any age, but for the elderly, moving often brings feelings of uncertainty, loss and even disassociation. An innovative personalization program recently launched at MorningSide of College Park. a luxury retirement community in Indianapolis, is designed to help seniors acclimate to their new surroundings.

MorningSide, managed by Dominion Realty Inc., gives new residents a $2,000 menu of options to choose from to personalize their moving experience. The menu includes items such as custom two-tone of accent paint, carpet, ceramic tile. marble entry ways. cabinet door replacements with glass for displaying items and custom countertops.

In addition, if the specific apartment the resident has chosen does not have the desired bathroom configuration. the resident may choose a bath/shower conversion to increase accessibility. Finally, residents may apply the personalization allowance in whole or in part toward moving expenses or rent credit.

By allowing residents to customize their apartments, residents feel more "at home," making the transition from a single-family home to an apartment easier. "Frequently elderly residents experience a sense of helplessness and lack of control during the moving process." said Jeannie Vega. Director of Medical Services. Home Services Unlimited.

"The decision to move has typically been made by a relative and has been predicated by a significant event, such as the loss of a spouse of decline in health. The opportunity to gel the resident involved in the customization or decoration of their new home will give the resident something in look forward to and a greater sense of permanence within the community.

Research indicates that residents will acclimate more quickly to a community and have a greater sense of independence and individuality when they are involved with the moving process. Customizing the apartment to reflect the resident's personal style is a great way to begin the acclimation process.

According to MorningSide Regional Director Brad Applegate, trend reports over a five-year period indicate that the average length of time from a prospect's initial contact to resident move-in is 18 months. However the new program has piqued the interest of prospective residents and their families. Since the program launched there have been three move-ins within two months of initial contact, bucking the 18-month trend.

Administrator Jon Coppedge is pleased with the results of the program thus far. "The residents we have had move in under the program have been pleased with the choices the program presents," Coppedge said.

Gael Wasserman. who recently assisted her father, Lewis Hartford, in his move to MorningSide, said they liked the program. "We liked the apartment just as it was and Dad didn't really want to mare any changes. It was the cleanliness of the community, the setting With the mature trees and the staff that really made the decision easy. We opted to use the allowance for rent credit."

Although this program was specifically designed for the senior market, it has a universal appeal. "We liked the slogan, 'Have it Your Way,' but we figured we would run into copyright issues," Coppedge laughed as he explained the program to a prospective resident.

Suzanne Dennis is Marketing Director for Dominion Realty Inc., an Indianapolis-based real estate entity responsible for the management of more than 6,500 apartment homes in five states. She can be reached at 317/271-8888.