Internet Marketing for Senior Housing Clients Andy Cohen, Caring.com I Josh Evans, Velocify I DJ Greenagel, DirecTravel
UNDERSTANDING THE INTERNET CONSUMER
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AGENDA
• The Impact of the Internet on Shopping • Case Study #1: Autos • Case Study #2: Mortgages • Case Study #3: Corporate Travel • Case Study #4: Senior Housing • Where Do We Go From Here?
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CASE STUDIES 1 & 2: CARS & MORTGAGES JOSH EVANS, VELOCIFY
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15+ Years in Online Business Models
Josh Evans
SVP, Client Success Velocify
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THE EVOLUTION OF AUTO BUYING/SELLING
90’s
6
2000’s
Today
THE EVOLUTION OF MORTGAGE BUYING/SELLING
90’s
7
2000’s
Today
WHAT WE KNOW
So many problems with how sellers respond today
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1/3 OF BUYERS DON’T GET A RESPONSE 40%
Percent of Prospects
30%
20%
10%
0%
Seconds
Minutes
Hours
Days
Initial Call Response Time Source: Velocify Fortune100 Study, April 2014
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Weeks
Did Not Receive a Call
IT’S A PERVASIVE PROBLEM Percentage whose inquires have been completely ignored
Source: Zogby/Velocify Buyer Expectations Study, October 2013
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NOTHING IS WORSE THAN “NO REPSONSE” Common themes from buyers describing their worst experience with online inquiries
Source: Zogby/Velocify Buyer Expectations Study, October 2013
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CONVERSELY, FIRST CALLER HAS AN ADVANTAGE Percentage who believe the first company to call has an advantage over the competition
Source: Zogby/Velocify Buyer Expectations Study, October 2013
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YET, ONLY A MINORITY FOLLOW-UP IN 24 HRS 40%
Percent of Prospects
30%
20%
10%
0% Seconds
Minutes
Hours
Days
Initial Call Response Time Source: Velocify Fortune100 Study, April 2014
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Weeks
Did Not Receive a Call
Percentage of Prospects
AND, MOST REPS GIVE UP AFTER 1 ATTEMPT
Number of calls received Source: Velocify Fortune100 Study, April 2014
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SO MUCH $$$ BEING LEFT ON THE TABLE…
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YOUR COMPETITORS THANK YOU…
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WHAT DRIVES RESULTS?
What you can do to drive a better experience.
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RESPOND, FAST: IT HAS THE GREATEST IMPACT
Source: Velocify Ultimate Contact Strategy Study 2012
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DON’T GIVE UP TOO SOON: 6 ATTEMPTS IS BETTER
Source: Velocify Ultimate Contact Strategy Study 2012
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IMPLEMENT A CONTACT STRATEGY “The Ultimate Contact Strategy”
1
4
5
8
14
15
Days
6 calls = +49% conversion 5 emails = +53% conversion Following Full Strategy = up to 8X conversion Source: Velocify, Ultimate Contact Strategy Study, 2012
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TIPS IN SUMMARY
1 2 3 21
Know what your buyer wants Be Diligent in responding to Leads
Spend Time on Process & Systems
FREE SALES RESEARCH AT VELOCIFY>COM
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THANK YOU! FOLLOW US ON TWITTER @VELOCIFY
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CASE STUDY 3 B2B CORPORATE TRAVEL DJ GREENAGEL, DIRECTRAVEL
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CORPORATE VS. LEISURE TRAVEL Corporate
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Leisure
• Business Sales & Service
• Fun & relaxation
• Conferences & Meetings
• Sightseeing & shopping
• Presentations & Demo’s
• Visit parks & attractions
• B2B Relationship
• Drink a lot
THE BIG SHIFT TO ONLINE SHOPPING
• Airline Web Sites • Hotel Chain Web Sites • Aggregators – Kayak, Sidestep, Priceline, Hotels.com
• Online Agencies – Travelocity, Expedia, Orbitz
• Corporate OBT’s – Concur, Rearden, GetThere
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THE CORPORATE RESISTANCE TO CHANGE • Industry Pressure to Reduce Distribution Costs • Rogue Travelers Booking Online • Perception that Internet Fares are Cheaper • Corporate Travel Manager – Change or Die
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THE BIG SHIFT IN CORPORATE TRAVEL • Knowledge Drives Consumer Behavior • Attract Customers via Focused Technology • Agencies Listened to Corporate Travel Managers – Corporate Online Tools with Policy Embedded – Mobile Technology – Reporting Capabilities for Out of Policy
• Traveler Education & Satisfaction
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CORPORATE TRAVEL & SENIOR HOUSING TODAY
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Corporate Travel
Senior Housing
• Educated Travelers & Travel Managers researching online
• Educated Families & Professionals researching online
• Reviews Matter: Trip Advisor, Yelp
• Reviews Matter – Caring.com, Retirement Homes
• Digital Communication
• Embracing digital marketing
CASE STUDY 4 SENIOR HOUSING ANDY COHEN, CARING.COM
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HOW IT USED TO WORK
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HOW IT WORKS NOW
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LONG-DISTANCE SEARCH: ROBIN’S STORY
Daughte r
Mother
“The distance is stressful, and when I found Caring.com and talked with an advisor, my stress just melted.” 33
LOCAL SEARCH: PAULETTE’S STORY
Mother & Daughte r
“The staff is very attentive to her needs and so very supportive of our family. It’s been a very stressful journey… I’m thankful for the women at this facility who make a home complete with comfortable surroundings and loving touches.” 34
LOCAL SEARCH: JOAN’S STORY
Daughte r
Mom
“Your website has been very helpful in reading reviews. I want to know what other folks think before I sign up for a place.” 35
KEY DIFFERENCES Old Adult Daughter
New Adult Daughter
• In the market
• Lives out of town
• Professional referrals
• Internet searches
• Location and price
• Location, price and reviews
• Home to answer the phone
• May not want to talk to you on the phone
• Can tour during the week
• May only be able to tour on the weekend
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HOW TO HANDLE INTERNET LEADS Be Findable Use 3rd Parties to Generate Leads Efficiently
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HOW TO HANDLE INTERNET LEADS Hire a Specialist Have a Plan
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#1 Website for Senior Care Reviews
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THANK YOU! 40