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Inbound Marketing: Your Secret Weapon in Winning the Recruitment Game Webinar

Inbound Marketing: Your Secret Weapon in Winning the Recruitment Game Webinar

With Inbound Marketing, your goal is to attract new prospects to your company, engage with them, and create opportunities to see if there is a match between your company and the individual. It’s an opportunity to establish a dialogue with passive and active job seekers, create a unique candidate experience, and build relationships with top talent.

Here’s what you’ll learn: 

  • Understand the difference between Outbound and Inbound Marketing
  • Learn how to utilize Inbound Marketing in your recruitment strategy
  • Discover the 5 steps in setting up a successful Inbound Marketing campaign
  • Learn best practices from companies outside the senior living industry
Top 5 DIY Marketing Tips for 2019

Top 5 DIY Marketing Tips for 2019

Already working on your Q1 marketing plans? Join your fellow senior living sales and marketing professionals for this 45- minute webinar where you’ll learn helpful tips to get your promo plans in place for 2019.

  • Goal set based on numbers
  • Identify target personas
  • Select the right promotion for the job to be done
  • Select the right media for the job to be done
  • Measure a job well done

The takeaways from this webinar will help you better structure your goals, strategies, tactics and actions to drive more move-ins more effectively. We’ll also answer some of your questions.

The Five Most Important Resident Marketing Trends

The Five Most Important Resident Marketing Trends

In 2017, LeadingResponse marketed to, and surveyed, more than 250,000 prospective residents, their adult children and caregivers to gain insights, and generate new move-ins for their senior living community clients.  During this hot topic webinar, you’ll learn more about the amazing data and results that were born out of this initiative and how to use that information to dramatically improve your occupancy.

What You Will Learn:

  1. Provide the latest resident marketing trends
  2. Discuss best practices based on data to generate new move-ins
  3. Gain consumer behavior details that increase your conversion rate
  4. Learn more about very targeted efforts to yield the strongest qualified leads
  5. Discuss the difference in behaviors between face to face leads vs digital leads
What Happened? How to Improve the Customer’s Experience Webinar

What Happened? How to Improve the Customer’s Experience Webinar

Marketing, sales and operations have a blind spot into the offline customer journey once a call lands with the sales channel.  Learn ways to deliver a consistent, branded customer experience to improve revenue performance.

You’ll learn:

  • Inbound call handling best practices
  • Understanding where breakage occurs in the customer journey
  • How to effectively score all inbound customer calls
  • How to optimize media to drive more opportunities
sales

Confusing Sales With Occupancy Won’t Move The Needle

Sales ≠ Occupancy!

Operators often use the words “sales” and “occupancy” interchangeably.  While closing sales is a key component of growing occupancy, sustainable results require a more collaborative strategy. Occupancy = Sales +/- Service Delivery +/- Retention.  Let’s break down each component: 

Sales

The sales team is responsible for creating and executing a sales and marketing plan that will result in achieving a resident/ unit move-in goal.  A good plan includes targeting marketing activities that will generate new leads and nurture the existing lead base and referral sources such as events, advertising, direct mail, social media, support groups and community involvement.  The plan should also include sales activities such as lead base nurturing/ creative follow-up, generating tours/ re-tours, doing home visits, scheduled sales calls (hunting & farming), coordinating assessments & next steps, collecting deposits, coordinating move-ins and doing everything possible to close sales!

The reality is that the sales department can move new residents in steadily, but if the services are not delivered (med errors, bad food, rusty van, boring activities, etc.); those residents will turn into move-outs eroding both occupancy and revenue.  So before beating up the sales & marketing director for more move-ins, spend some time evaluating delivery & retention strategies.

Service Delivery

Are you delivering the services promised in your collaterals?  There are silent move-outs due to dissatisfaction that no one wants to talk about.  It is easy to identify those who leave and move into a direct competitor, but others are disguised as;

  • Respites that don’t convert – they “tried out” the community but did not have a good enough experience to become a permanent resident,
  • “Moved home with family” (thought the family would do a better job)
  • “Financial move-out” – they may be able to afford it but no longer see the value
  • Residents who move out into their own condo or apartment and bring in-home care.

Many dissatisfied residents simply stay but tell everyone that the community is not what they expected and they will share their disillusionment with their physicians, family and friends.  So, they may not erode occupancy, but they will not help increase occupancy with referrals – resident and family referrals have one of the highest conversion rates of any source (30 – 35%).

Retention

If senior living operators spent as much time, focus and accountability on managing the backdoor as they do driving move-ins through the front door, occupancy & revenue would be far greater. Some ideas to proactively manage rising acuity and retain residents longer include:

  • Invest in updated technology and software that monitors resident patters and health trends with predictive functions to detect changes before an incident or decline occurs.
  • Hold weekly resident tracking meetings to pro-actively manage resident care collaboratively.  These meetings should include representatives from every department and always include input from caregiving staff.
  • Establish protocols for visiting residents when they are out of the community in an acute setting and managing their care by participating in care planning/ discharge planning meetings
  • Set retention goals for your nurses to mirror the move-in goals for your sales team

The bottom line is that if you only focus on the sales portion of the Occupancy Equation, you will miss 2/3 of your opportunity to grow your market share & profitability.  If you would like recommendations to help in any of these areas, please contact Senior Living SMART. Let’s Chat

Premium Content

Increase Tour: Move-in Conversions, First by Improving First Impressions

It costs an average of $900 to generate one tour, so it is worth taking time to pre-plan a WOW Experience!  The three most common root causes for a low Tour: Move-In Ratio are Poor First Impressions, Unplanned Tour Experiences, and Lack of Creative Follow Up.  Here are some ways to improve first impressions to boost the Tour: Move-In conversions.

First Impressions

Curb Appeal

Take an honest look at your landscaping, trash, clutter, outside seating, smoking area, and ask yourself, “does this represent the care and respect we show to our residents and does it reflect the cleanliness and attention to detail inside the community?”

Parking

Do you have dedicated parking for your tours?  Do you allow staff or family visitors to take up those spots so they are not available for tour parking?  Can you create a temporary tour parking area for tours or offer valet service to make it easy for tours to park and enter the community?

Concierge

Is the concierge aware of all scheduled tours and does he/she have their name so they can greet them by name?  Do they get up for every tour and come around the desk to welcome them, take coats, and offer refreshments?   Is there a sign in the front area welcoming the tour by name?

Promptness

Do not keep a tour waiting!  Someone (preferably the sales person) should be at the ready to meet and welcome the tour at their car or as they walk in the door.

Hospitality Room

Tour process is Sit-Walk-Sit, and every tour should start in a dedicated Hospitality Room that is private and invites a comfortable conversation and an environment to share privately.  Ideally, this is a dedicated room with a selection of refreshments and fresh baked goodies.  If that is not possible, stock the model apartment with all of the refreshments and collaterals.

Model Apartment

This is a must and it cannot be leftover, mismatched resident furniture!  The model should incorporate all the senses – look beautiful, smell wonderful, music playing, be clean, and well light – bright and cheerful!  Models sell!

Cleanliness

From outside and throughout the community, prospects notice the cleanliness of the community and make the connection that this reflects the quality of resident care.  Clutter, chairs in disarray after an activity, scuffed door kick plates, and dirty bathrooms are key and often overlooked.  To raise attention to first impressions, create a simple First Impressions Checklist and have one manager own the daily walk through for a week and bring it to Stand-Up to identify areas of focus.

If you need any of these tools, check out Senior Living SMART! Part 2 of the series is coming up Wednesday when you learn how to turn your tour experiences into Move-ins! Part 3 will be Friday on how to follow-up on the tours effectively to increase move-in ratio.

reputation management

Strategies for Better Senior Living Reputation Management

Why is senior living reputation management so important? Well, let’s face it: people rely on online reviews more now than ever before. So, what people say about your community MATTERS (regardless whether you agree with their assessment or not).

Consider the following stats:

And that’s just the tip of a very large iceberg when it comes to stats about consumers and online reviews.

This shouldn’t surprise any of us senior living marketers. After all, we’re consumers, too. We seek out reviews (and judge businesses accordingly) just like everyone else.
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