JUNE 2019 //
Inspiring Senior Lifestyle Marketing & Sales Teams to New Heights
BOUND FOR
SUCCESS
1
A Message
FR OM THE CREW As our second quarter draws to a close, we’d
sincerely like to thank you all for your dedication,
your commitment and your tireless efforts to provide the very best in senior living.
We’d also like to welcome the newest member on
our marketing team. Sylvia Jones brings extensive experience as Corporate Marketing Director at
Presbyterian Homes and has a long-time background in the senior living industry. She’s a strategic thinker
and problem-solver with a passion for marketing and
servicing the senior population. Great to have you on board, Sylvia.
Last of all, a reminder that our move-in referral
program is in full force. Prizes change quarterly, so stay tuned for more info in next month’s Lift.
Your Sales & Marketing Leadership Team
2
DON’T STOP TOUCHING YOUR LEADS 91+ DAYS —Sylvia Jones, Marketing Manager
We understand that there are multiple
variables involved in a sales process. But there is one very critical component that cannot be
• Use creative follow-up tactics rather than just calling a prospect to see if they are “ready” to move-in:
overlooked: lead follow-up.
Here are some tips that could help keep you on
track in managing your leads effectively: • Look at your community trending
dashboard in Leap to see if there are any
- Personalize your communication,
tailor your content and give each
lead precisely what they need most.
- Share educational and useful
information specific to your prospect.
overdue actions for prospects.
Remember: Your notes in Leap can help
prospects on at least ten overdue actions,
prospect that you can use in your creative
• Dedicate time each day to reach out to until you are all caught up.
provide specific information about your follow-up.
Note: Your goal should be to either find out
Providing comprehensive, valuable information
and assign them an appropriate lead score
relationship with you. There are many gems
where the prospect is in the buying process and/or schedule an appointment.
• As you go through your overdue actions,
make sure your viable leads have a followup activity assigned to them. Even cold leads need dedicated nurturing.
builds trust as a lead moves forward in their in your CRM; it’s up to you to find them.
And remember, true salesmanship is taking
someone who’s not as interested, moving them from warm to hot, and from a hot lead to a resident.
3
SLC Endeavor 2-Day Training Program Schedule your session now! — Lexy Wand, Outreach Specialist Endeavor – it’s the tool with more uses than a Swiss Army Knife. To use it to its full
potential, I’m conducting in-person training at a location near you! If you love our Sales Academies, you’ll enjoy the interaction and involvement of these two-day
sessions. The workshop was developed using all the data collected from VPOs, RDOs and community team members.
Schedule
Day 1: Planning Your Outreach Efforts Day 2: Execution & Accountability During the workshop, you’ll not only be learning, you’ll be creating all the elements you need to be successful and leave with your plan in hand. Because there is an
extensive, 9-week follow-up procedure that occurs after the training is conducted, I’m asking that RDOs work toward getting their communities to attend during the same session. This will assist in effective communication that will hold the communities accountable to the new outreach standards.
For the earliest rounds of training, priority will be given to our sales team members.
After that, we’ll continue the SLC rollout company-wide so that everyone can get on board with our outreach efforts.
How to Sign UP
I’m happy to say we’ve already got two groups scheduled for July. All RDOs can
email or call me at 217-242-4470 to sign up their communities. We’ll collaborate on a central location and schedule early in the month, so we don’t interfere with higher sales closing rates during the last two weeks.
4
A R R I VA L S Q3 PLANNING IN THE WORKS
The calls are in progress. You’ll have time to discuss your planned events and general branding ads.
CUSTOM COLLATERAL IN YOUR FUTURE
If it hasn’t happened already, your account manager will be setting up a half hour of your time to gather information for a newly designed
brochure highlighting your community. We’ll discuss your community’s strengths, and the more specifics you can provide, the more we can make your story come alive.
5
FIRST IMPRESSIONS — Cindy Ames, Corporate Director of Sales & Marketing Training A customer’s first impression of your community can set you up for success or failure. First impressions start the moment the customer drives into your parking lot. Take a moment and walk outside. What do you see? • • • • • • • • • • •
6
Are the flowerbeds and grass neatly managed? The parking lot and walkways free of trash? The paint on the trim fresh? Approaching the entry doors, does your guest find them free of fingerprints and smudges? Upon walking into the community, are they greeted by a clean-smelling lobby that is tidy and welcoming? Does the concierge look up from their work to warmly greet the customer? Is your guest offered refreshments while they wait for you to meet them? Are you quick to the lobby, so they aren’t waiting long? When your customer is meeting with you in a quiet area during the first visit, are you meeting in a pleasant area, free of distractions? If it’s your office, is the space clean and presentable with papers neatly stacked? During the walk portion of the visit, are the various areas clean, odor free and picked up?
• • •
Are the associates friendly as they walk by? Do they take time to introduce themselves and explain their role? When you introduce the customer to specific associates who can provide solutions for the customer, are they engaged in the conversation and glad to share insights on how they can help?
You typically only get one chance to make a good first impression. Each moment of your customer’s first time at your community is an opportunity for their first impression. What will you do to make it as successful as possible? The poet, Maya Angelou, said, “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” How did your first impressions make your customer feel? To gain more insights on how you can make better first impressions at your community, watch the First Impressions training in the Concierge Training in Relias.
Social Media News
Keeping your audience engaged with your Facebook content comes with big benefits. The more they interact with your content, the more likely you are to receive referrals and good word of mouth. As you build relationships, you’ll grow an audience of advocates. The April engagement rate for all SLC communities averaged 12.7.
Eleven communities beat that average with ratings over 20%. Kudos to: Carriage Court of Kenwood Chestnut House Heritage Club of Sandy Plains Mission Creek Morningside House of Satyr Hill Orchard Pointe Saunders House The Residences at Thomas Circle The Woodmark at Sun City The Sterling Aventura Valley View Gardens
GROWTH IS GREAT Parkside Assisted Living's Facebook Page Likes grew by 28% Merrywood on Park's grew 23.4% Baywinde grew 235.7% If your community is not on the list, visit these pages and check out their posts. Grapevine Designs creates holiday greetings and inspirational posts for your community. They can also save you time by posting your community news. Please email your photos, videos and details to your account manager.
7
303 E Upper Wacker Drive, Suite 2400 Chicago, IL 60601 www.SeniorLifestyle.com 8