Scrooge or Sales with Holiday Calls??!!??

Scrooge or Sales with Holiday Calls??!!??
Don't Be a Scrooge in Senior Living Sales

Don’t Be a Scrooge in Senior Living Sales

All you have is the present to increase your occupancy.  Resident holiday parties, festivities, live entertainment and decorating the retirement community can distract senior living sales from the purpose of filling the building.  It’s easy to get stinking thinking and decide that no one wants to move right now and every senior is busy preparing for Christmas.  Wrong!!!

If you are reading this blog today, it is not too late to get humming again.  Let me give you some current examples from two successful Continuing Care Retirement Communities (CCRC) in Southern California:

  • 11 CCRC move-ins scheduled during December at one CCRC and another has six move-ins set.
  • A $5000 deposit was collected yesterday for a December CCRC move-in.
  • One senior living sales person, who had 139 calls for the week said, “This is the best time of year to make calls and learn vital information about prospective seniors families.”
  • When a senior came in for a holiday event, they shared that it was their holiday meal, because they had sat at home eating a “Lean Cuisine” on Thanksgiving.
  • Another senior shared that this was her last year to host Christmas for the entire family.  She was exhausted and said she was ready to sell her home and move in early 2014.
  • Many calls said, “I am not ready, let me get through the holidays and let’s talk the first week in January.”  (Whom will this senior be talking about with his or her adult children over the holidays?  The family will most likely come in to tour around Christmas.)

You can learn so much if you make calls this time of year.  Don’t be a scrooge and not believe.  Be Tiny Tim and make a lonely seniors day by reaching out with a holiday phone call.  Create an emotional connection with a senior now and watch how quickly they move into your senior living community in 2014.

Please share your successes, failures or comment below to join the conversation and interact with other senior living professionals on what is currently being effective to increase occupancy on a nationwide basis.

Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available at with a 5-star rating.  The book is required reading at George Mason University as a part of its marketing curriculum.  Within this book, the author developed a sales & marketing method with 12 keys to help senior living providers increase their occupancy.   Masson developed this expertise as a marketing consultant, sought-after blogger for senior housing and a regional marketing director of continuing care retirement communities in several markets.  She has also been a corporate director of sales and a mystery shopper for independent living, assisted living, memory care and skilled care nursing communities in multiple states.  Most recently Masson was recruited to consult for two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California.  Interestingly, this career started when she was looking for a place for her own mom and helped her loved one transition through three levels of care.

© Marketing 2 Seniors| Diane Twohy Masson 2013 All Rights Reserved. No part of this blog post may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials. You may share this website and or it’s content by any of the following means: 1. Using any of the share icons at the bottom of each page. 2. Providing a back-link or the URL of the content you wish to disseminate. 3. You may quote extracts from the website with attribution to Diane Masson CASP and link For any other mode of sharing, please contact the author Diane Masson.


  1. Cindy Janssen (Marketing and Advertising Professional) wrote:

    “I agree wholeheartedly, Diane. This is a great time to connect with your prospects, invite them to a holiday lunch or event or just to express greetings for the season. Many are alone and feel lost with all the festivities going on around them….and their friends may have family plans. I agree a call or invite will further your relationship and mean quite a bit to your client. Thanks for bringing up this topic, Diane.”

    • Thanks Cindy! Emotional connections can build relationships to increase the occupancy.

  2. Boomers: Aging Beats The Alternative

    You can’t ever let up on marketing. Any gathering provides are good opportunity.
    By Lorie Eber

  3. Link·age Marketing Senior Living

    Great point by Diane. Many people beleive that you need to shut down the sales effort for the holidays. The reality is that you can make it into whatever you want it to be!
    By Steve Wittman

    • Sales people have the same salary and bonus structure in December, why should they work less?

  4. I would agree on not letting up on the calls in December. I will, however, say that collecting a $50,000 deposit in December for our community is not as easy as getting $5,000; wish it were.

    • Ahh, good point Lesley. The $5000 holds the apartment. The entrance fees are $65,000 and up. They will be paying the entrance fee by the end of December.

  5. Linked In CCRC’s – Continuing Care Retirement Communities

    As always, you are spot on Diane! Communities are so lively and show beautifully with holiday decorations and events. After visiting and experiencing the energy of a bustling community, it is difficult to go home where it can be lonely and quiet. Today is a great day to reach out and spread the cheer!
    By Deborah Howard

    • Thanks spreading your cheer today Deborah! I bet you have a great community.

  6. Linked In Senior Assisted Living Sales, Marketing & Operations

    Thank you Diane, this topic came up yesterday. Seniors definitely talk to their families, adult decision influencers, at this time of the year. Wouldn’t it be great to be the Person who made the call to invite them to tour?
    By Nicolé Coleman