March 2019 //
Inspiring Senior Lifestyle Marketing & Sales Teams to New Heights
TRANSPORTING THE LATEST TIPS & INSIGHTS TO YOUR LOCATION
A Message
FR O M T H E C REW Here in Chicago, we’re shaking off our snowy winter and looking forward to spring’s burst of blooms. We’re also excited to see our new sales and marketing strategies taking root and showing results. With the strategic moves we’ve made, it’s important to be patient as each plan gets optimized for success. I’m confident this new direction, along with your dedicated commitment, will make 2019 one of our most fruitful years yet. Happy spring.
From Your Sales &
Marketing Leadership Team
2
A T TA B O Y ! Let’s hear it for the 58 COMMUNITIES who posted event information on social media. Those 146 posts received:
25,170 impressions
512 reactions
733 clicks
17,143
people in organic reach
54
comments
94 shares
Anytime you have photos or videos you’d like to share on Facebook, you can email them along with the details for posting to your Grapevine account manager. Their team can do any photoshopping and write the post for you.
February Social Media Academy High grades go to these RDOs whose communities had the highest attendance. • Amaka Aniefuna • Lori Huggins • Shawn Rose Way to represent! If you missed the training, your missed learning about a service that is paid for by your community’s budget. The presentation is now posted on the intranet.
Going from Inquiry
TO CONVERSION When it comes to conversions, put your faith in great signage and the power of a good word.
Signage + Word-of-Mouth
10% of inquiries
55%
Average conversion
Referral Source Conversion to Move-In Professional, friends/family, residents and staff referrals make up 20% of total inquiries. Here’s the breakdown. 37% 46%
Competitor
44% 28%
Family and Friends
46% 39% 25%
Professionals
49% 42% 29%
Residents
49% 34% 29%
Staff
47% 42% Independent
Assisted/Memory Care
Average
For assisted living and memory care, all referral source categories close at higher rates than any other source. Do unpaid referrals pay off? YES! Unpaid referrals convert to tour the most with an average of over 50% inquiry-to-tour conversion.
Average Close Ratios: Unpaid vs. Paid Referrals
41% Unpaid
vs.
27% Paid
—Statistics acquired from Industry Benchmarks 2017, Enquire Solutions
ADD
TO YOUR LEADS TIME IS ON YOUR SIDE IF YOU’RE TIMELY WITH LEADS.
One-Hour vs. One-Day Response
One-Minute Response Time
391% increase in conversion-to-sale rate
Five-Minute vs. Thirty-Minute Response Time
100x greater odds of gaining a lead
60x more likely to convert
—InsideSales.com
DON’T LET PROSPECTS FALL OFF YOUR RADAR.
25
Independent
15
Assisted and Memory Care
Industry Benchmarks 2017, Enquire Solutions
Even if you’re quick to respond to that initial inquiry, don’t let things stop there. We know that it takes multiple touches for a successful conversion. Even after 90 days, follow up and keep the conversation going.
HubSpot Forms Track Leads to Their Source
25%
of inquiries come through as web forms for senior housing
Industry Benchmarks 2017, Enquire Solutions
Now that your community’s new website and landing pages have gone live, we’re gathering leads in two ways. 1. Your landing page has a unique call tracking number supplied by our call tracking company and analyzed by Grapevine Designs. In reviewing the quantity and quality of the calls you receive, we can see how effective the landing page is at driving phone inquiries. 2. Each visitor can also fill out a form and receive an immediate thank-you response. This form, built through HubSpot, captures the data, sending it directly into Dynamics.
As you look through Dynamics, you’ll see each lead is categorized by source type: Lead Source 1 is Digital Leads and Lead Source 2 is: • Facebook • Instagram • Yelp • Google Paid • Bing Paid • Display • Retargeted ad
Please note: If a visitor goes directly to the landing page by entering the URL and fills out the form, you will not see that submission source. Be patient. It’s in the works. The benefits of HubSpot go beyond capturing data. It allows us to test various landing pages and web forms with each one intended to drive a certain behavior. We can switch out images, layouts, colors, content and calls to action to see what drives our prospects to the next step. Stay tuned as we gather and analyze the data.
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il ur ema o y w revie e Please remov d n a s on list i t u b i r longer o dist n s l a idu f indiv o s e unity. m nam m o c t your a d e y emplo
YOUR ROUTE TO MARKETING PLANS & ANNUAL DIGITAL BUDGETS If you haven’t already talked with your account manager, please check this information out now. Add Marketing Plans and Annual Digital budgets Link
HOLD, PLEASE Although all the audio brochure scripts and recordings are completed, there’s an equipment upgrade that needs to happen before the audios can be uploaded. Telecom is working with each RDO and individual buildings to ensure a smooth launch.
POWERING UP MONTHLY REPORTING
MONTHLY WORKSHOPS
Marketing without data is like a mimosa without champagne. No sparkle. No punch. We’re currently working on standardizing our traditional and digital key performance indicators to create benchmarks and success factors.
Join us Thursdays at 11 a.m. CST. These presentations by marketing and leadership are packed with information and allow time for questions and discussions. To register, visit the Marketing intranet site. March 14 Invoca March 28 Invoca
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Bringing Value to Your Professionals — Cindy Ames, Corporate Director of Sales & Marketing Training Professional referrals are like gold, because they are more likely to qualify to live at your community since they are a financial and clinical match. Why? Because you have taken the time to educate your professional on the starting rate of your community and the level of care you can provide. A great goal for 2019 is to increase the frequency and quality of your professional outreach visits. To do this, you need to plan and calendar weekly outreach appointments. Pick two days, maybe a morning and afternoon, and schedule yourself for outreach. Let your team know you’ll be gone during those hours and provide any training they might need to become a great back-up team while you are away generating referrals. Once you have a plan scheduled in your calendar, you need to pick a message to bring to your professional. It is no longer good enough to drop by, bring a plate of goodies to a professional and expect to receive a referral. You need to strive to be a valued and trusted partner. To do this you need to establish a relationship that generates trust, and you need to see them on a frequent basis, bringing an educational message.
An educational message is a way to educate the professional on what sets your community apart. Sit down with your ED and brainstorm at least 12 topics you can educate your professional on and you’ll have a year’s worth of educational messages. Think about topics like longevity of your staff, clinical options, programming and ease of transfers. As you develop the topic, make sure to ask yourself the “so what” question. For instance, if you’ll be talking about programming, explain why your programming is different or better. Create a robust conversation about the topic. Plan ahead and you can partner with Grapevine Designs to create a flyer or other piece of collateral that can be shared during the visit. Professional outreach and value driven visits are what allows for increases in referrals. Take time now to plan the rest of this year’s topics and develop an educational message for each topic in the next quarter. You can make a difference and increase referrals in 2019!
25%
Hello:
of total inquiries for senior living communities are call-ins
Onboarding a Call Center Soon — Janine Witte, National Director of Sales
Imagine how your pipeline would improve if you got 19% more calls. That’s the percentage of phone inquiries that most communities miss. When you think about how many inquiries it takes to persuade a prospect to take a tour and ultimately convert, you can see how crucial answering EVERY call is. Independent Living
Assisted Living
Memory Care
Inquiries to yield a first tour or visit1
3.1
2.8
2.2
Inquiries to yield one move-in2
13.1
8.1
5.8
And if we’re not there when our prospects are reaching out to us, you can bet our competitors are. That’s why we’re moving forward with a 24/7 call center and hope to realize these industry benefits:
50%
78%
38%
168%
More New Inquiries
More First Tours
More Total Tours
More Call Outs
On average, communities utilizing a centralized contact center capture 50% more leads.
By utilizing a centralized contact center, communities are booking 78% more first tours than those that don’t.
There is 38% more total tours for communities utilizing a contact center.
Contact centers give staff more time to follow up with their hot leads to the tune of 168% more call outs.
With a call center acting as an extension of our in-house sales team, we can ensure that not only all calls are answered promptly, but that our prospects will get accurate information to aid in their decision-making. You’ll be hearing more soon. —Statistics acquired from Industry Benchmarks 2017, Enquire Solutions
303 E Upper Wacker Drive, Suite 2400 Chicago, IL 60601 www.SeniorLifestyle.com