Facility or Community.

A company in central Massachusetts that specializes in retirement living — independent living, assisted living, skilled nursing and so on — is very particular about a lot of things.  One of the biggest is that they never call any campus a “facility.”  It’s always a “community.”  This may seem like a small thing, but if you’re the likely target audience — a senior considering making such a move, or someone trying to help an aging parent find the best place for them — which speaks more to you, a facility or a community?  It’s a great reminder that what we call things really matters.  Do the words your team uses reflect how you want prospects to see you?