JULY 2019 //
Inspiring Senior Lifestyle Marketing & Sales Teams to New Heights
TAKING A NEW DIRECTION
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A Message
FR OM THE CREW From now on, you’ll be noticing new contributors. We’ll be asking DDSMs for monthly insights and tips for making the sales process easier and more efficient. Thanks to Paul Barlow for this month’s article. You’ll also be receiving a survey. We want to hear what kind of information is most useful to you so we can plan better for future issues. The survey should take five minutes or less to complete.
With our thanks, Your Sales & Marketing Leadership Team
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THE IMPORTANCE OF BRAND ING —Sylvia Jones, Marketing Manager “Brand identity fuels recognition, amplifies differentiation and makes big ideas and meaning accessible. Brands are messengers of trust. Customers are reassured by brands that are recognizable and familiar. Great brand strategy is a basic building block of good business strategy.” - Alina Wheeler
As I set out to write this article, I came
Messengers of Trust
across this quote from business author Alina
We all know that the transition to senior
Wheeler and reflected on how it relates to us
living is challenging. Seniors and their
at Senior Lifestyle.
families are coping amidst change with fears of the unknown and the loss of familiar
Recognition & Differentiation
surroundings.
Let’s face it: We’re competing in a cluttered marketing world. As prospects and their
Our hope is that when they see the Senior
families are bombarded with ads, it’s hard
Lifestyle logo and dancing couple, they’ll
to get noticed … let alone remembered. But
trust our promise of an engaging lifestyle
here, repetition is our friend. By consistently
and look forward to a future made bright
displaying our brand at every touch point
through security, care and services.
during the buyer’s journey, we’ll create awareness and familiarity.
So let’s stand behind the brand. Within it lies our identity and keys to our success.
Big Ideas Our tagline your life, your style is authentic, simple and shapes our prospects’ perception of who we are and what we offer.
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DDSM CORNER
How to make your day — and your ED’s day — easier with LEAP – Paul Barlow
I know LEAP isn’t the easiest to learn, but when you start using it the way it’s meant to be used, you will be more efficient, and your ED will have an easier time making tour follow-up calls when they finally get a few moments in their busy day. Most DSMs have to follow multiple links and change screens to find a prospect’s phone number. It’s frustrating and not a good use of time. Did you know that if you scroll a little lower on the action screen, you can actually pick a contact? You’ll see their phone number and email (as long as that information has been collected). With this example, the DSM doesn’t have any contact info and needs to switch multiple screens to find out who to call:
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But, if you’ve entered the information correctly,
TIP: When you close the action, all you need
the DSM can click the action icon in the
to do is choose the prospect again under your
Prospect Contact field.
notes for your follow-up action.
How does this make it easier for your ED? When you complete a visit by inputting your And the prospect’s (AJ Burris in this example) contact information will show up.
discovery notes and making sure that someone is listed in the prospect contact box, your ED will get an email that includes a phone number. Because you have the prospect contact associated with the action, your ED won’t have to look through LEAP or ask you for it! What other tricks have you found?
Happy selling!
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Planes/Trains
Managing Your Schedule —Cindy Ames, Corporate Director of Sales & Marketing Training
Do you constantly have a list of things to do
to make time for all the items you have
and never seem to have enough time to get
been putting off and not completing. After
it all done? You’re not alone! Recently, three
scheduling the tasks in your calendar, you
different learning opportunities surfaced, all
will be able to throw away your to-do list
regarding time management. I’d like to share
because you no longer need the list. Repeat
one of them with you.
the process once a week to ensure you are working at an optimum level.
I regularly listen to Brooke Castillo’s “The Life Coach School” podcast and episode 261 (March
Listen to the podcast to gain additional
28, 2019) “Throw Away Your To-Do List” has
insights on how to manage this process
made a difference in how I manage my task list
successfully.
and structure my time. One last thing, when I am feeling
The To-Do Download
overwhelmed by my schedule and list of tasks,
Brooke suggests completing a weekly to-do
I have a thought I repeat in my mind to allow
list download. Take a piece of paper and write
myself to move into a space of abundance
down everything you need to do, professionally
instead of scarcity. We know our thoughts
and personally, on the list. You might need
cause our feelings, which determine our
multiple pieces of paper for this step. When
behaviors, which leads to our results. It’s vital
you stop, ask yourself, “What else?” Pause and
for our success to choose thoughts that serve
reflect on what more there is to do in your life.
and work for us.
Capture those items and continue the process until everything is on paper.
My thought is this, “I have enough time to accomplish everything I need to do. If
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Scheduling Your List
something doesn’t get done today, it wasn’t
Once you have all your items on paper,
meant to be done today.” This thought
you need to add them to your calendar. By
provides me with peace, so I am in control
scheduling your to-do list, you will be able
and able to focus on completing my tasks.
“I have enough time to accomplish everything I need to do. If something doesn’t get done today, it wasn’t meant to be done today.”
Outreach Updates from the Sales & Marketing Dashboard — Lexy Wand, Outreach Specialist
With 62 referrals of which 32.3% of
Who else is leading the lists? These
prospects moved-in, The Sterling Aventura
communities are averaging three or more
is putting up stellar numbers this year in
professional referrals a month. Here they
volume and conversions.
are in alphabetical order:
Professional Referrals
New Lead to Conversion
Bella Vista 20 35% Bellingham 66 25.8% Carriage Court of Memphis 24 25% Carriage Court of Kenwood 21 23.8% Eagle Springs 20 25% Emerald Springs 22 50% Harbour Village 23 17.4% Heritage of Sandy Plains 21 19% Mangrove Bay 24 12.5% Merrywood on Park 34 11.8% Prairie Green at Dixie Crossing
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19.4%
Prairie Green at Fay’s Point
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37.5%
The Sheridan at Birmingham 22 54.5% The Sheridan at Green Oaks
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23.5%
Well done, everyone.
Stay tuned for more outreach news. I’ll be sharing the details and feedback from my first EVER Outreach Workshop scheduled July 17-18.
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INVOCA TRAINING Thursday, July 25 11:00 a.m. These presentations by marketing and leadership are packed with information and allow time for questions and discussions. If you’ve missed them, check the intranet for a recording.
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Social Media News In May, Valley View Gardens and Morningside House of Ellicott City are great examples that posting quality (over quantity) engages your audience. Engagement rates are measured by how many times followers react, comment or share your posts.
ENGAGEMENT RATE
NUMBER OF POSTS
Valley View Gardens
31.9%
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Morningside House of Ellicott City
31%
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Both are almost double the overall Senior Lifestyle community engagement rate of 16.4%. Great job!
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303 E Upper Wacker Drive, Suite 2400 Chicago, IL 60601 www.SeniorLifestyle.com 10