by Drue Lawlor, FASID, chair of the ASID Aging in Place Council
This past year, we on the ASID Aging in Place Council have shared a great deal of information about the value that universal design and aging in place can add to your business, including advice on marketing to these niches. Hopefully, you have been listening, but before you can effectively begin marketing, you need to ask yourself, “What value is there for me to expand my education and experience to market in these areas?” “Do I have the knowledge base to successfully move forward into this market?” “What makes me stand out from the competition when I decide to add these areas to my scope of services?”
The U.S. Census Bureau states that 54 million Americans are disabled. It is the largest minority, including not only those who are blind, deaf or use wheelchairs, but also those with chronic diseases or mental disabilities. Which of those categories fits you or someone you know? How does their home or office “work” for them, or are they trying to make do in spite of the building’s challenges? Are you selling the value that you can add by creating a design that will allow them to age in place whether at home or at work? And what about the added value to that home or work environment if it is sold, since it will not limit the age or ability of those interested in purchasing it
There is great value that additional learning in this area can add to your business and to you personally. Where might you find that information? There are a number of seminars offered in a variety of formats (live, online, through webinars, etc.), but remember that one or two seminars does not an expert make! And though personal experience can be a valuable addition to the value that you can add to a job, there are many challenges that may not have been included in that portion of your “education”. So keep learning.
In addition to regularly attending seminars, and the personal experience you may have, there are a variety of additional “educational” opportunities available.
The computer and the Internet are powerful tools to help you provide added value by offering you a library to the world 24/7. You can register at online libraries, and many provide research tools that can notify you of new articles within specific areas of interest. As a registered user, some will allow access to in-depth articles on those subjects. This information gathering requires time and effort to keep up to date on new information, products and research, but think of the value you add to a design job by constantly updating and learning more about these key areas.
Many of you have realized the value of teamwork on a job, since it always takes a team to produce the best results when executing a design for a client. But how many of you have thought to add a physical therapist or occupational therapist to that team? Their expertise adds value when designing a home or workplace that will be able to withstand the changes in the lives and abilities of the clients. And you, in turn, will gain added value in your ever growing education and experience.
Seek out architects and landscape architects who have also expanded their education in the areas of universal design and aging in place to add value to your team. Including a contractor who has experience in these areas and has the same “vision” again adds value as a team. And certainly there is added value in the exchange of ideas and knowledge that takes place within a team with the same focus, thereby adding to everyone’s knowledge base.
And one last recommendation to expand your knowledge base is to volunteer. There are so many opportunities out there to give of your time and get back so much more. Not only do you receive the positive feeling that comes from helping others, but you also gain the added value that “on the job” experience can bring. Whether it be to help individuals build their homes, to provide aid in rebuilding after disaster strikes, or to help individuals adapt their homes to meet changing needs, the opportunities are numerous.
Education has such great value and is worth the price paid, whether it is the time and money invested in attending seminars, the price paid for membership in online libraries and research services, the time necessary to seek out and build a successful team, or the time invested in volunteer involvement. The education and experience gained from these “investments” not only pays you back monetarily by adding value to what you can market to your clients, but will most likely add personal value as you or your family members look forward to aging in place.