Recently, 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.
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