Then add another 17 Continuing Care Retirement Community move-ins scheduled for these two California CCRC’s in the next 3 months…This has been the result of a good work ethic for the previous 3 months.
- 300 calls per month per sales person
- 20 tours per month per sales person
The sales will come when the work ethic is in place – trust me – it works.
Break the monthly goal down to a daily goal of 15 calls and one tour per day. A new senior living sales person can easily do it. A director of marketing with sales responsibilities can do it too.
In order for the two senior living sales teams to have this much success – they need to be backed by amazing operational teams that support marketing 100%:
- First, you need to have enough leads walking in the door and coming to events. Hopefully your corporation supports marketing with an adequate advertising budget.
- Do you enjoy a great reputation of serving excellent food? Our chef is a tremendous support to my teams and makes events and tours memorable.
- How is your health care reputation? Do the local hospitals and doctors recommend your assisted living, skilled nursing or memory care? If they don’t – fix it now!
- Guests need to drive up and see beautiful landscaping, a well cared for building and an ultra clean retirement community. It may be time to remodel if it’s been 10 years or looks tired.
- Friendly residents and smiling staff – these two can make or break sales and my communities have both!
- Can prospective senior residents SEE your residents having fun with an amazing calendar of events including regular live entertainment, exciting outings and themed meals? Seniors won’t move to a boring retirement community.
- Transportation can even increase sales by their willingness to pick up prospective residents and bring them in for a tour or an event.
So set a monthly sales goal for your retirement community and have everyone participate in achieving it. When the sales come, it is not for the glory of marketing, it’s an entire retirement community’s achievement. Everyone wins and the residents love having new vibrant seniors to connect with at dinner and activities.
Please share your success, failures or 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: firstname.lastname@example.org
1) A great Olympic attitude – every single day! The attitude of a senior living sales person can literally increase or decrease your occupancy. Every gold medalist Olympian has an amazing story of adversity that they overcame with a great attitude. Some of the new Olympians even gave up on their sport for a year or more and then came back to win with a positive team spirit and an amazing coach! Does the senior living sales coach at your organization have a winning attitude that is contagious to the team? Can you feel the energy in the office and at your retirement community marketing events?
2) Believing like an Olympian in the community with 100% conviction! If the targeted occupancy goal is 95 percent at your assisted living and you are running at 90 percent, 85 percent, or less, how can you function under this pressure? How can you keep this stressor out of your interactions with the customer? Are you Unbelieving Ursula—wringing your hands and scratching your head? Or are you Believing Betty—charming prospects by painting a pretty picture of their potential lifestyle in your amazing community?
3) Having the work ethic of an Olympian! Move-ins don’t happen without follow up calls and tours period. Are you personal texting and chatting with residents or making 15 to 20 calls a day – EVERY DAY! This will result in a minimum of 5 tours a week! With enough potential residents walking in the door of your Continuing Care Retirement Community, it’s just a matter of them recognizing that your community is the best! Olympic senior living sales people ALWAYS ask for the deposit at every single appointment!
4) Emulating a selfless attitude like an Olympian! One hundred percent of the marketing team’s focus should be listening to customers and understanding their needs. This information is helpful in customizing your retirement community’s features and services to satisfy those needs. There’s no greater fulfillment in life than to help other people improve their lives. If you bring this attitude to every appointment, and there are enough people walking through your doors, occupancy will take care of itself. Many sales people believe their work is more than a job. They consider it a social service or a ministry. These folks are making a difference in the world, building one relationship at a time. Are you this type of senior housing marketer?
Your prospective customers will feel your Olympic attitude and passion. This alone will intrigue them and keep communication progressing with strength. They know intuitively if you are looking out for their best interests or merely want to fill the building for a commission. Your verbal and nonverbal communication in a customer meeting says it all. If you’re listening 100 percent, you don’t have time to talk about yourself. Every word that comes out of your mouth will be for the prospective resident’s benefit.
Please share how you or your senior living team is performing to a gold medal standard of excellence!
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 email@example.com. 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.netBlog: http://marketing2seniors.net/blog/