![Trying to Evaluate Senior Housing Internet Referral Choices?]()
by Diane Masson | Aug 27, 2012
Every one of us is so busy in senior living sales and marketing. Some of you are pure sales and others are juggling marketing with sales. With walk-ins, tours, and phone inquiries happening constantly, who has time to research Internet exposure and lead referral companies? Maybe I can help…I have been looking into this for a few weeks and have learned a lot.
You can do “Pay for Click,” which means you buy high placement for key words that show up in a Google search. Ever wonder how companies get in the colored box at the top of the screen with a Google search or have placement on the right hand side of your screen? Every time someone clicks on that link, you pay, no matter what. If someone is looking for a job, the phone number to your community to talk to a resident or simply click but have no interest, it can cost you 50 cents to $5.00 or more. When I looked into it, there were almost 400 versions of the keywords independent living, senior living and senior housing. The cost was going to be almost $1000 a month for a ten-mile radius. Are you kidding me? They had not even included key words such as assisted living, skilled nursing care or a Continuing Care Retirement Community yet!
Another easier choice for those of us in senior housing seems to be the Internet lead referral companies. They buy all the clicks and key words, so they take all the risk. Most of them have a live person talking to the inquiries, so by the time we get the lead at our community, we may have a viable person who is interested in our senior living community.
There are three main types of Internet lead referral companies:
- Pay after a move-in
- Pay-per-lead
- Monthly subscription
The quality varies through my experience depending on which company you select and your type of senior housing. There are pluses and minuses to all three choices. The plus to paying after a move-in is, obviously, paying for performance only. The minus is this can be the most expensive option with the cost generally being one month of rent. Pay-per-lead companies charge between $35-$45 a lead. The plus is that most of the companies have a person confirming which type of senior housing the prospect is interested in and making sure they understand it is private pay. The down side is most of them have around a 2% conversion rate into a sale. Monthly subscriptions can charge around $150 a month, so the cost is good, but they don’t have a live person filtering the leads, so you can receive a lot more garbage leads.
One benefit of all Internet referral companies is finding their sites in the paid search boxes on Google. People searching online have hit key words regarding senior housing and start exploring their options through Internet referral sources. You can add photos, videos, a description of your community, prices, floor plans and some Internet referral sources even link back to your website or your social media.
So what’s the purpose of adding Internet leads into your marketing mix? More people are finding senior housing online than ever before and when someone is doing a search online – you want to be found.
Check back in a couple of weeks and I will be sharing which Internet lead referral companies I believe are the most effective and the best value for the money spent.
Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available for sale at Amazon.com. If your curiosity is piqued to inquire on Diane’s availability to speak at a senior housing conference (CCRC, independent living, assisted living, skilled nursing or memory care) – please call: 206-853-6655 or email diane@marketing2seniors.net. Diane is currently consulting in Southern California for Freedom Management Company, the proud debt-free owners of Freedom Village in Lake Forest and The Village in Hemet, California. For more information: Twitter: @market2seniors Web: www.marketing2seniors.net Blog: http://marketing2seniors.net/blog/
![Interviewing 5 Internet Lead Choices – To Increase the Occupancy!]()
by Diane Masson | Aug 13, 2012
All the big players in senior housing have a budget for Internet leads. With all the Internet lead companies vying for your dollar – how do you choose? We all want to get the best bang for our buck – and we want results – move-ins now!
Pew research has indicated that 50% of seniors are online users now and that 70% of web savvy seniors get online every single day. Baby boomer adult children are surfing the web researching options for their aging parents. Is your online presence strong?
This month I am going on a search to determine which senior housing Internet lead referral companies can bring the best the results for some companies I represent. My strategy is to interview 5 of the top national players who provide senior housing leads.
This is what I want to learn:
- What’s better – paying a full month’s rent for a move-in or individually paying for Internet leads?
- How many Internet leads does it take for a move in?
- What kinds of filters do they provide, so my leads are the best quality?
- If a lead is no good, do I still have to pay?
- Will too many garbage Internet leads discourage my salespeople?
- If the Internet lead person moves in and then moves out in two months, do I still have to pay a full months rent?
- For Independent Living and Assisted Living leads, how are the leads income qualified, so I don’t end up with low-income or senior apartment leads?
- Can they find entrance fee applicants for a Continuing Care Retirement Community, so I don’t end up with just rental leads?
The typical senior housing marketing mix results can now include: 20% or more of move-ins being sourced as Internet leads. At one time, I represented 14 properties that eventually had over 20% of their sales volume coming from Internet leads. There is no question that the quality of Internet leads varies. Many sales people dislike Internet leads because they think they are all garbage. Every lead needs to be treated as a viable lead. I have had to sell my sales people on how to properly utilize Internet leads, in order to increase move-ins. The challenge was having them believe in the quality of the lead, so the staff would treat them as hot leads. Quick response and follow up were the keys and the results were dramatic! The occupancy started to rise quickly with proper use of Internet leads…
Stay tuned for my results…if you were going to interview 5 Internet lead referral companies, what would be your top considerations?
Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available for sale at Amazon.com. If your curiosity is piqued to inquire on Diane’s availability to speak at a senior housing conference (CCRC, independent living, assisted living, skilled nursing or memory care) – please call: 206-853-6655 or email diane@marketing2seniors.net. Diane is currently consulting in Southern California for Freedom Management Company, the proud debt-free owners of Freedom Village in Lake Forest and The Village in Hemet, California. For more information: Twitter: @market2seniors Web: www.marketing2seniors.net Blog: http://marketing2seniors.net/blog/
![“I’m not ready yet!”]()
by Diane Masson | Jul 9, 2012
How many times have you heard this from people considering a senior living community? It’s probably the number one customer comment, after touring a continuing care retirement community, independent living or assisted living community.
As a sales person, you sometimes honestly have to laugh after the appointment… The really humorous part is that a significant number of the people saying, “I’m not ready yet!” can barely qualify health wise for the community. They are shuffling with walkers and canes and may not even be able to tour the entire community before becoming exhausted with fatigue. You think to yourself, wow, you almost don’t qualify, how can you not be ready yet?
So how do we sell something to someone who desperately needs it? First, we can’t butt heads with them. Don’t argue! Stop trying to talk them into it! Once you have brought someone’s resistance up, you are in a losing battle.
Objections are one of two things. Either something we failed to cover during our time (discovery and tour) with them or they simply need more information. If you wait until the end of your time together to cover objections, then you are battling the prospective resident and creating a stressful sales experience by being a Stressful Sally or Sam. You can cover objections before they become an objection by using examples of past tour experiences. It’s the “friend approach” and it’s very effective.
Share a recent story of a resident who was not ready yet and moved into your community at his children’s insistence or another reason. He or she had fallen several times and they were concerned that even with an emergency pendant in their home, they might not be able to press it and could be laying on the floor for several days (before help arrives). It gives them a lot of peace of mind to know we have a plan in place to take care of almost any situation at our community. I would love for you to meet them…
A prospect could not be mad at you for sharing this story! It is a real story and one that the potential resident and their family has to consider when they go home, because they are not ready yet… The next fall or hearing about another senior falling will trigger the story in their mind again. If you continue calling on a monthly basis to check in, they can suddenly become one of your hottest leads…
Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available for sale at Amazon.com. If your curiosity is piqued to inquire on Diane’s availability to speak at a senior housing conference (CCRC, independent living, assisted living, skilled nursing or memory care) – please call: 206-853-6655 or email diane@marketing2seniors.net. Diane is currently consulting in Southern California for Freedom Management Company, the proud debt-free owners of Freedom Village in Lake Forest and The Village in Hemet, California. For more information: Twitter: @market2seniors Web: www.marketing2seniors.net Blog: http://marketing2seniors.net/blog/
![The Occupancy is NOT my Fault! It’s the Economy!]()
by Diane Masson | Jul 1, 2012
Have you heard this from your sales and marketing teams? Is this what the executive director of your senior living community is saying? Are you buying the popcorn? Come on…wake up…seniors are moving into retirement communities everyday. If it is not yours, it’s into your competition.
Is your senior living occupancy below 90%? The first thing to look at is the attitude of your team. Do they believe they can do it? Are they truly doing everything they can to fill the building? Are you having exciting events to draw in new faces? When guests arrive at your building are they treated like a precious jewel worth thousands of dollars? They should be – one move-in could be worth $36,000 per year to your bottom line. Does the receptionist jump up to great them? Is your phone answered with clarity and enthusiasm?
Are the sales people selling the real estate or the emotion? If your team is only selling the real estate (floor plans and apartments), people would just rather stay in their own home. Senior living communities are about a vibrant lifestyle – do your offer one or is it just bingo? Seniors want the security you offer instead of being isolated in their own home. One of a senior’s biggest fears is having a bad fall, not being able to call for help and end up – stuck – lying on the floor for several days. Are you sharing life-long-learning opportunities and the connectivity with like-minded seniors at your community? Do you offer them? How about sharing the peace of mind (in some CCRC’s) – just knowing that if something did happen to a resident’s finances they could have a guarantee of care for the rest of their lives?
The biggest tell tail sign of low occupancy is a low amount of call-outs after a tour. It seems so obvious, to give a quick call to the previous day’s tours. Just find out what they liked best the previous day, answer any more questions and always share something NEW that you failed to mention yesterday. Consistent follow-up phone calls is the key! ALL seniors say they are not ready! It means they don’t have enough information YET and they can’t picture themselves living there. Keep inviting them back to exciting events! You don’t need every senior in your city to picture themselves at your community…only enough to have 100% occupancy.
My book, “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” teaches 12 keys to kick-start your sales and marketing program in the right direction. Good luck and start watching your occupancy increase!
Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available for sale at Amazon.com. If your curiosity is piqued to inquire on Diane’s availability to speak at a senior housing conference (CCRC, independent living, assisted living, skilled nursing or memory care) – please call: 206-853-6655 or email diane@marketing2seniors.net. Diane is currently consulting in Southern California for Freedom Management Company, the proud debt-free owners of Freedom Village in Lake Forest and The Village in Hemet, California. For more information: Twitter: @market2seniors Web: www.marketing2seniors.net Blog: http://marketing2seniors.net/blog/
The illustration has a copyright of 2011 by Diane Twohy Masson. The illustration may not be reproduced – mechanically, electronically, or by any other means, including photocopying or scanning – without the written permission of the copyright holder. Requests for permission can be submitted to Marketing 2 Seniors.
![When the Very First Question is “How Much Does it Cost?”]()
by Diane Masson | Jun 25, 2012
How do you respond when the first question someone asks is: “How much is a one bedroom or two bedroom apartment?” Do you share the pricing immediately? If so, how is that working out for you? Is your retirement community building full using this method?
How many of you ask the prospect a few questions first? What do you ask? Do you find out if they have looked at any other continuing care retirement communities for example? Or, do you ask if they are looking for a loved one, if you are an assisted living community? What else do you ask?
Do any of you build value for your senior living community, before giving out the price? Do you believe it’s a disservice to give out the price, before they can compare apples to apples and oranges to oranges? How many of you feel that you are exactly like your competition and a one bedroom at your community is the same as a competitor down the road?
Many senior living sales people fear the angry hang up, if they don’t answer the pricing question immediately. Yet, if you answer the pricing question right away, the immediate response can be, “Oh, that costs way too much.” Then you get the hang up… True sales people and closers work on building a relationship with the customer, practice great listening skills, create value for what they can offer and differentiate themselves from their competitors. Let’s hear – what works for you and how full you are…who is first?
Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available for sale at Amazon.com. If your curiosity is piqued to inquire on Diane’s availability to speak at a senior housing conference (CCRC, independent living, assisted living, skilled nursing or memory care) – please call: 206-853-6655 or email diane@marketing2seniors.net. Diane is currently consulting in Southern California for Freedom Management Company, the proud debt-free owners of Freedom Village in Lake Forest and The Village in Hemet, California. For more information: Twitter: @market2seniors Web: www.marketing2seniors.net Blog: http://marketing2seniors.net/blog/
by Diane Masson | Jun 17, 2012
First, you need to have a database! Second, after each inquiry calls in or walks in, the contact information (senior and/or baby boomer adult children) needs to be captured in your database. Most retirement communities have a database of 1,500 to 15,000 names (please note that real leads are somewhere in the department of 3,000 names or less).
I recommend that your leads be sorted into hot, warm and cool. Hot leads will move into the community in the next two months, warm leads will move in about six months and cool leads are beyond a six-month move-in. Hot leads should be touched weekly. Warm leads should be touched bi-monthly depending on their situation. Cool leads should be touched quarterly.
Typically, most senior housing organizations also have a large group of people who are not interested now and just want to be on the mailing list. These need to be organized too! Even when someone says, just put me on the mailing list and don’t call – I still schedule a call once a year with him or her. Some of you may say, “No way – I will go by their wishes to never call!” Well, what the senior is really saying is don’t bug me all the time, but I am interested in staying in touch. NO one has ever been bothered by a yearly call from anyone on my teams!
Almost every lead in your database should be touched on a quarterly basis by telephone and by mail. If the senior living sales person is making a minimum of 15 calls per day, that becomes 75 calls a week or 300 phone calls a month. Three sales people can easily generate 900 calls a month or 2,700 calls on a quarterly basis. Now with this amount of calls, it WILL GENERATE TOURS to your community. Tours can turn into sales and sales will become move-ins.
If your community made all these calls for three months, it should generate 5 – 10 move-ins – just from your database. It really works.
So why aren’t the sales people doing this now? They need to be coached and directed! Maybe the number of calls they are making needs to be added to their job description? They need to be held accountable. It is much easier to shoot the breeze with a resident and not make calls. Calls can equal lots of rejections and no’s.
My book, “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” teaches senior living sales people how to overcome this fear and be persistent. One little trick I share is counting your calls with hash marks on a piece of paper. By the time someone talks to 20 people they should have scheduled 2 tours. It may be the 19th and 20th calls – so don’t give up. Good luck and start watching your occupancy increase!
Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available for sale at Amazon.com. If your curiosity is piqued to inquire on Diane’s availability to speak at a senior housing conference (CCRC, independent living, assisted living, skilled nursing or memory care) – please call: 206-853-6655 or email diane@marketing2seniors.net. Diane is currently consulting in Southern California for Freedom Management Company, the proud debt-free owners of Freedom Village in Lake Forest and The Village in Hemet, California. For more information: Twitter: @market2seniors Web: www.marketing2seniors.net Blog: http://marketing2seniors.net/blog/
