Guarantee of Care For Life?

Guarantee of Care For Life?

Guarantee of Care for LifeMany senior living communities say, “We will take care of you for the rest of your life.”  Really?  What if a senior legitimately runs out of his or her resources?  Can they still stay for life?  Is it a marketing spiel or a real guarantee?  What promise is really written in the resident’s contract?  Do they offer at least three levels of care including skilled nursing?

Senior living communities can talk about a “fund” to help residents or a “Good Samaritan Fund.”  My own mom was lucky enough to benefit from this type of fund.  I never dreamed in a million years that my mom would live in a higher level of care like assisted living for so many years (seven to be exact).  In the middle of those seven years, my mom ran out of her resources.  She has social security, an annuity, a pension and a savings account.  Her savings account depleted down to $2,000.

Thank goodness my mom’s Continuing Care Retirement Community (CCRC) had a Good Sam Fund that was developed out of generous donations.  The little known fact was that only 10 seniors could benefit from the fund at any given time.  My mom was number 10.  I never knew if there was a resident whose number was 11 or higher that never received financial help.

Now, I know about two CCRC’s in CA that offer a Guarantee of Care for life.  It is straight up and clearly written in the contracts at Freedom Village in Lake Forest and The Village in Hemet.

An attorney compared CCRC contracts in Orange County and determined that all were not equal in the guarantee of care for life.  Some are straight up and others offer, “A guarantee of care for life,” but add three extra words following this statement in the contract… those three extra words are, “At our option.”

“At our option,” sounds a lot like a Good Sam Fund that has a limited amount of resident users.  What do you think?

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 Amazon.com 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.  Currently, Masson is setting move-in records as the regional marketing director of 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 http://www.marketing2seniors.net For any other mode of sharing, please contact the author Diane Masson.
How Many Calls Does Your Senior Living Team Make Per Month (part 2)?

How Many Calls Does Your Senior Living Team Make Per Month (part 2)?

How Many Calls Does Your Senior Living Team Make Per Month (part 2)?There were such a variety of responses to “How Many Calls Does Your Senior Living Team Make Per Month,” I am choosing to expound with a more in-depth part 2.  Senior living sale professionals responded with call requirements from 20 calls an hour to 40 completed calls per week.  Someone else’s retirement community had mandated 53 connected calls per month.

Here is one response:

“Diane, I have enjoyed reading your blogs on seniors, which are informative with best practices.  This one on “How Many Calls A Month” made us gasp with the large number of calls a sales team is expected to make nowadays.  500 to 1,000+ calls a month must be only cold calling behind a closed door and doing nothing else like sales events, tours, refurbishment oversight, building relationships with future residents, community and church relations, follow up on leads and inquiries, application process, and administrative team projects.”  Nancy

My response: These calls were not cold calls, so here is a more detailed explanation.

My example in part one had a marketing director with 469 calls and her two team mates with 340 and 315 calls respectively.  These sales calls included: call-ins, voice-to-voice call-outs and left messages.  I believe if someone leaves a great message, seniors will call back.  Our requirement is 75 calls a week or 300 per month.  This is not one isolated goal.  Another goal is 20 initial or repeat tours per month.  This tour goal does not include post-closing appointments after a deposit has been taken.

Yes, these senior living sales people have other responsibilities including three events per month (all day), responding to Internet inquiries, weekly strategy meetings, book reviews, overseeing apartment renovations for their clients, and managing his or her move-ins (paperwork, relationship building, setting up health assessments, family tours and etc.).

If you don’t have sales and occupancy goals, then no one has a pinnacle to reach.  This team produced five Continuing Care Retirement Community (CCRC) sales in the last eight days.  They have hit the quarterly move-in goals this year and are currently close to hitting the fourth quarter goal and going to Disneyland.  This year, they have produced the most CCRC move-ins at their retirement community since 2005.

Please share your call, tour and move-in quotas to converse with other senior living sales professionals.  Let’s hear about the variety of quotas out there.  It will also be interesting to know if you are hitting your move-in goals based on your calling goals.

Please share your success, 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 Amazon.com 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 http://www.marketing2seniors.net For any other mode of sharing, please contact the author Diane Masson.
How Many Calls Does Your Senior Living Sales Team Make Per Month?

How Many Calls Does Your Senior Living Sales Team Make Per Month?

Senior Living CallsRecently, I received an email from retirement counselor at a four-year-old Continuing Care Retirement Community (CCRC) in California.  He talked about being busy making 500 calls per month.  I asked if that was 500 calls for just himself or was it 500 calls for the team of three senior living sales people?  The answer was 500 calls for the entire team.

Just an FYI for administrators and senior living sale people – 500 calls for a senior living sales team of three is not great.  Each retirement counselor should be personally generating 300 calls or more in order to increase the occupancy.

We track database calls with all my senior living sales teams.  For the month of October, one of my CCRC marketing directors rocked with 469 calls.  Even with all her responsibility, she set the pace.  One of the retirement counselors generated 340 calls and another made 315 calls.  These three team members produced 1,124 calls in one month!  This included inbound and outbound calls.  This CCRC team is one of the hardest working teams that I have ever encountered.

What is the result?  Tours, tours and tours!  What comes from tours?  Move-ins!  Move-ins increase your occupancy and generate revenue.  How many calls are you and your teams creating per month?  Do you track it?  You should!

Please share your success, 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 Amazon.com 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 http://www.marketing2seniors.net For any other mode of sharing, please contact the author Diane Masson.

 

Choosing Senior Living Resident Speakers for Events

Choosing Senior Living Resident Speakers for Events

Senior Living EventsDo your residents speak at your senior living community’s events?  Are you afraid of what they might say?  If you don’t let residents speak, then your senior attendees are missing out.  How can seniors really know what it is like to live at a retirement community or assisted living?  The most effective way is for them to hear it from a peer.

Yesterday, I had a fabulous resident speaker at the Oktoberfest event for Freedom Village in Lake Forest, Ca.  Richard spoke from the heart for about four minutes.  His opening line was, “Welcome to my home.”  He explained why he, his wife Barbara and Lily (his Chihuahua) moved to a Continuing Care Retirement Community (CCRC).

Richard shared some cute stories including when his wife initially tried the food at Freedom Village.  She had declared, “The food is delicious and we are moving here.”  He also said, “I was walking through my apartment the other day and just stopped to tell my wife, how happy that I am living here at Freedom Village.”  He retired from law enforcement and explained why he felt very safe and secure at his retirement community.  He mentioned volunteering at the local hospital and how you can live any kind of life you want.  Sometimes he just enjoys reading a book in his apartment and at other times he has the opportunity to be social at dinner or at events.

I had no clue what Richard would say.  Was it a risk?  Yes!  But it is important to make your best guess selecting a resident to speak at your senior living event.  Richard and his wife are very active at the CCRC and embrace life with vigor and vitality.  Richard’s testimonial was pivotal to some guests deciding to make Freedom Village their future home.  In the past, I have had residents speak too long and had to gently nudge them to end.  What are your experiences?

Do you want more information on how to put on a great event?  Click on this link for a previous blog post I wrote about 8 Keys to Create Compelling Events that Drive Sales in Senior Living.

Please share your success, 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 Amazon.com 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 http://www.marketing2seniors.net For any other mode of sharing, please contact the author Diane Masson.
Are You Breaking Records in Senior Living?

Are You Breaking Records in Senior Living?

Honor Roll for Senior Living Sales PeopleMy teams just concluded a senior living marketing retreat in Southern California.  It was a time to step out of their fast-paced selling lives to be nurtured and valued.  It was a celebration of breaking records.  One Continuing Care Retirement Community (CCRC) had the most move-ins since 2001 and another CCRC had the most move-ins since 2005.  Wow!!!

The top four CCRC sales people were highlighted in an honor roll.  Each of these people hit their personal move-in goals three quarters in row.  The top sales person had 10 CCRC move-ins this last quarter alone.  They each spoke about the secret to his or hers success.  There were a variety of humble answers, which included: nurturing client relationships over years, persistence, good events continually drawing in new prospective senior residents, increasing the number of repeat tours, studying sales techniques to improve their craft, the housing market improving and the on-going sale training provided.

The retreat included: celebrating accomplishing quarterly goals, sales training, best practices discussions, our weekly book review of “How to Win Friends and Influence People,” personal time management to increase database calls and a wonderful breakfast and lunch.  The sales people loved having an opportunity to hear best practices and sales experiences from their cohorts at another community.

What are you doing to honor your sale people and celebrate success?  It is tough having to accept constant rejection on a day-to-day basis.  This is what makes senior living sales people extraordinary.  Give a shout out to your sales people through this blog and send them a copy.  Tell them they are special today.

Please share your success, 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 Amazon.com 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 http://www.marketing2seniors.net For any other mode of sharing, please contact the author Diane Masson.
How Homework Can Improve A Senior Living Sales Person’s Performance

How Homework Can Improve A Senior Living Sales Person’s Performance

Senior Housing MarketingAre you doing a senior housing sales book review each week?  If not, you should be.  If a sales person is not growing then they are moving backward.  Sales people can get in rut and become complacent.  They can claim that the lack of sales is from the economy or houses not selling.  Well, I am telling you that none of that matters.  It’s the attitude of the senior living sales person, which determines the sales growth.

Book reviews do several things:  First it creates collaboration among colleagues on a new topic.  Plus it has a sales person revisit their own techniques to see if there is room for improvement.  A new word or sentence said at the right time during a tour can spur a prospective senior resident to say yes to a move instead of thinking about it.  Thirdly, the stronger performers can help teach the new or weaker team members.

Now, let’s talk about the homework.  When a sales person is working at a million miles an hour pace, they don’t have time to be introspective about anything.  They barely have time to eat lunch.  Homework – happens at home – where he or she is away from the busy work place and they have time to absorb new material.  Reflection on positive outcomes for work – at home – can help a sales person become more effective.

Senior living sales people want to perform well.  Help them by offering a weekly book review – one chapter of homework a week…

Please comment 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 for sale at Amazon.com.  Masson’s book will be required reading at George Mason University in the Fall as part of the marketing curriculum.  She is currently consulting with Seniors For Living and two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Connection and partnership opportunities: Email: diane@marketing2seniors.net