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Senior Living Marketing Perspectives: Welcome Home- A CRM Platform Designed Specifically for Senior Housing and Care

Topics Discussed and Key Points:

  • How John came to develop a CRM platform specifically for the senior living space
  • Welcome Home’s five, non-negotiable pillars for an industry-friendly CRM
  • Giving operators greater freedom of choice through integration
  • The impact of Welcome Home’s CRM on a community’s bottom-line

Episode Summary:

In today’s episode, Debbie speaks with John Lariccia, founder of Welcome Home, which provides a CRM platform designed specifically for senior housing and care.

John identified the gap in the market upon understanding that the sales process is particularly difficult within the senior living space. He points to the fact that “there are so many constituencies that you have to interact with”. The emotional layer of the process is also particularly unique due to the nature of the industry. John realized that traditional CRM technologies did not adequately account for the complexities of the human element of closing sales that is especially important in senior living.

John had to solve for a solution that covered all the considerations of an operator in the senior living space. Being a newcomer to the industry, John took the time to dissect traditional CRM platforms to identify missing features which can be highly useful to a senior living operator. He spent over a year speaking to experts in the industry and honed in on five, non-negotiable pillars for their technology: automation, customization, reporting, mobility, and simplicity.

Asked how adopting Welcome Home’s CRM makes sense from a business standpoint, John says that his team tracks engagement and adoption, time savings, time allocation, results from that allocated time, and other expenses. 93% of users, his team found, are using the entire functionality of the CRM within the first month, and this jumps to over 99% by the second month. Operators are also saving thousands of dollars in training budgets due to the CRM’s simple and intuitive interface. Finally, rote tasks are being successfully automated, allowing sales directors to reinvest that saved time into outreach. All of these factors, among others, are resulting in better conversion ratios. “The CRM is working for them,” says John. “They are not working for the CRM.”

 

Links:

WelcomeHomeSoftware.com

Senior Living Marketing Perspectives: Learn About Senior Living Growth Advisors with Scott McCorvie- How the Pandemic has affected the Senior Living Industry


Topics Discussed and Key Points:

  • How Scott’s passion for senior living led to the founding of Senior Living Growth Advisors and his podcast
  • The impact of COVID-19 on Senior Living Growth Advisors
  • How the pandemic affected design in the senior living communities, both existing and in development
  • Adapting to restrictions and other lifestyle changes brought about by social distancing measures
  • Emerging technologies operators are using to redefine the senior living experience

Episode Summary:

In today’s episode, Debbie speaks with Scott McCorvie, President of Senior Living Growth Advisors, and host of The Inner Circle of Senior Living podcast. With 15 years of experience in the senior care space under their belt, Senior Living Growth Advisors assists everyone from owners to developers to investors to operators in optimizing their platform and achieving their desired growth success. Scott’s podcast is dedicated to providing value to the senior living investment industry by hosting discussions and interviews with experts and thought leaders in the field.

Scott believes that the senior living industry has remained resilient in the face of the pandemic and the impact it has had to the economy for the past several months. Investment and development projects have been put on hold and due diligence for acquisitions are delayed. On the other hand, Scott has seen more action in the asset management department as organizations adapt and even innovate amid the various challenges.

To remain competitive, independent living facilities had to have over 50% of their space dedicated to common usage or amenities. This can include anything from movie theaters, libraries, exercise rooms and yoga studies, to even woodworking. But it is those communities whose facilities are expertly designed who have the greatest edge over others who have activity rooms in place but receive little engagement from residents.

Scott recommends, particularly for those communities still in development, to establish centrally located, multipurpose common areas that, on the same day, can be reorganized from a lecture hall into an exercise studio. Marketing a senior living community, after all, is showing off a potential “lifestyle upgrade”, and that impression is sold if prospects can see a thriving, activity-filled space.

In addition to adding infrastructure to bolster the health and safety of residents, especially during the pandemic, Scott says that Innovating the senior living experience also relies on improving engagements between caregivers and residents. This can be accomplished through such implementations as voice-activated technologies which make communication more efficient, or TV screens which display the day’s activities or messages from staff and fellow residents. There are many ways to improve the senior living experience, but Scott encourages operators to be particularly bullish on leveraging as much technology as possible to increase resident engagement.

Links:

Email: scott@srgrowth.com

www.srgrowth.com

7 Keys to Successful External Business Development

7 Keys to Successful External Business Development

An important component of every successful sales plan involves generating referrals from professional sources by creating and nurturing relationships. It is challenging to balance internal and external sales responsibilities, so here are some best practices to get the greatest results from your efforts:

1. Have Designated Days Established for External Business Development

Tuesday – Thursday are usually the best days to meet with referral sources. To ensure that you create more referral opportunities with healthcare sources, find out what day they hold their care planning/discharge planning meetings and schedule a visit right after.

2. When Possible, Start Your Day with Sales Calls

Once you set foot in the community, it is very difficult to get out! Going directly from home to networking events, scheduled sales calls, and cold calls will reduce the opportunity for other sales activities to distract you from prospecting. 

3. Know the Difference Between a Sales Call and a Cold Call

A sales call is a scheduled appointment with purpose. It is face to face and it serves to move your relationship with the referral source forward. To be effective, 50% of your sales calls should be scheduled in advance to ensure that you have a face-to-face appointment with a decision maker who influences referrals.

A cold call is an unscheduled face-to-face meeting with a decision maker who influences referrals. It involves having a conversation that moves the relationship forward.

Dropping off brochures, flyers, invitations, cookies, etc., does not qualify as a sales call or a cold call. You must have a face-to-face meeting/conversation with a decision maker or an influencer who can help you get to the decision maker.

4. Hunting and Farming

There are two ways to increase your business; you either have to get more business from your existing referral sources by going deeper in your accounts, or you should find new pockets of untapped business. Finding new sources is hunting, while getting more business from established accounts is Your week should be a combination of both hunting and farming.

The best way to hunt for more business is to ask every contact at every sales call who they know that you should be talking to. Statistically, every referral source you interact with has a network of 250 contacts. Ask them, “If you were me, who would you be talking to, or who would you want to meet?”

The best way to farm for more business is to ask your existing contacts who else you should introduce yourself to in their organization.

5. Don’t Spill All of Your Candy in the Lobby!!!!

Once you get the appointment, stick with your plan and time frame. It is very tempting to “dump” all of your information in the first visit and then have nothing to tell them in the next visit. On average, people only remember 7% of verbal communication.

6. Common Courtesy Goes a Long Way

  1. Call to confirm the appointment.
  2. Be on time.
  3. Come with a purpose that is meaningful to them.
  4. Stick with the agreed upon timeframe—they are busy!

7. It’s not about You!

The main goal for sales calls is to learn about them—their role, their goals, their challenges, their business, who they would like to meet, how you can help them, what success looks like, how you can refer to them, and what resources would be valuable. Take an interest in them and they will take an interest in you. As you nurture the relationship, you will learn about their interests outside of work and this provides an opportunity to do something memorable that sets you apart. If a referral source brings their dog to work, bring biscuits or treats for your next meeting. If they love to eat out, bring a clipping of a new restaurant about to open. People like to do business with people they connect with, so be creative!

How does your community’s sales team farm for new business? Please share!