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Critical Keys to Converting More Leads to Move ins
With Lauren Messmer,
Executive Vice President of Retiring by Designwww.retiringbydesign.com
Lauren Messmer
• Executive Vice President and founder of Retiring by Design
• 13 years of marketing and sales experience in the senior housing industry
• Specializing in strategic marketing planning, sales consulting and training
4 Biggest Opportunities to Improve Occupancy
1. Develop a strategic plan based on data, then execute the plan and measure results
2. Evaluate accessibility of information for your prospects and the initial customer experience
3. Ensure you have a strategic event and promotion plan
4. Strategize the first 3 contacts with every prospect, not just the first one
1. Develop a strategic plan based on data, then execute the plan and measure results
Back To Basics – The Three A‘s
Accumulate DataAnalyze TrendsAdapt Methods
Accumulate Data –The Database
• Management of follow up for leads
• Collect information for custom reports on prospect interests
• Historical attrition and move-out information
• Lost lead reasons, quantitatively & qualitatively
• Effectiveness of outreach efforts by analyzing number of referrals, depositors and move-ins from outreach contacts
• Demographic market analyses
• Census and inventory management
Analyze Trends – Key Indicators
• Number of repeat tours as compared to
initial tours
• Inquiry to initial tour conversion ratio
• Tour to move-in conversion ratio
• Call out to completed call out conversion ratio
• Call out to scheduled appointment
conversion ratio
Adapt Methods – Quarterly and Monthly Marketing Meetings
• SWOT Analysis
• Quantify Your Goals
• Demographic Review
• Lead Source Review
• Gestation Period for Move Ins
• Number of Contacts per Move In
• SMART Goals
• Event Plan
2. Evaluate accessibility of information for your prospects
and the initial customer experience
Assess the Customer Experience
• What is the experience for incoming prospect calls? – Can the customer speak to a real person?– If they have leave a message, how quickly is it returned?– Is there someone who can respond on weekends?
• What is the experience for website inquiries?– How quickly are website inquiries responded to?– Are the responses professional and do they include a
close for an appointment vs. sending out a brochure?
• What is the experience for first-time visitors?– Are there barriers to a pleasant customer experience?– Is there someone to greet visitors and offer assistance
immediately?
Email Follow Up
• It is imperative to check emails for new messages at least 4x daily and answer them in a thoughtful manner while attempting to make a personal connection.
• Highly recommended that more than one person receive the internet messages. Remember…response in 3 hours.
• Manager on duty & concierge need training regarding this process to allow for back up based on structure of sales team.
3. Ensure you have a strategic event and promotion plan
Strategic and Sales-Driven Events
• Treat RSVP’s as inquiries – Salespeople should take RSVP’s and conduct discovery as
with “normal” inquiries– Set a goal of 20% personal appointments prior to day of
event
• Set strategy before you set theme – target market and target attendance in buying units– Lead Generation– Hybrid– Conversion
• Prepare– Color Code Name Tags– Resident Ambassadors– Follow Up Tools at Event (i.e. magnet reminders for
personal appointment)
4. Strategize the first 3 contacts with every prospect, not just
the first one
Strategize the First 3 ContactsStrategize your next 3 steps – it takes an average of 40 contacts per IL sale and 15 contacts per AL sale – the number of contacts per sale has doubled since 2007
• The goal of a call or website inquiry is to schedule an appointment
• Don’t include complete pricing and floorplans in brochures
• Don’t include an activities/programs calendar in brochures
• Don’t invite prospects to lunch or dinner on first visit• Always use an invitation to your next event as a back up
close if you can’t get the personal appointment
Move In More Residents
• Schedule min 1 hr per day on calendar for calls and email follow up.
• Which category is the prospect?– Whether
– When
– Where
Follow up appropriately based on category
Follow Up. Follow Up. Follow Up.
Summary
Develop A Plan Follow The Plan Adapt The Plan
• The current market environment provides easy excuses
• You need to work harder and smarter
• Planning, planning and more planning
• Solid execution will drive results
About SeniorHousingNet.comSeniorHousingNet.com has been serving the senior living industry for over 13 years and is still the Internet’s most visited online senior living directory.1
We continue to deliver cost effective leads while extending the online reach of our advertisers’ websites and social media strategies.
SeniorHousingNet.com is part of Move®, the leader in online real estate listings. The network includes: Move.com, REALTOR.com®, Moving.com, TopProducer.com, ListHub.com, SocialBios.com and SeniorHousingNet.com.
1 comScore Media Metrix, Total Unique Visitors, January 2012 through February 2012
About Retiring by Designwww.retiringbydesign.com
We provide strategic marketing, advertising and sales consulting for senior communities around the country
We work with our clients to develop a Unique Strategic Plan to match resources with goals and apply proven marketing techniques in an approach custom-tailored to their needs
Contact Us
If you have any questions regarding today’s presentation or would like information on sales or marketing services contact
If you have any questions regarding Senior Housing Net please contact
