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senior living leads, MQL SQL Blocks

Senior Living Leads: Why You Should Think Beyond 60 Days

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Our industry has gotten into a bad habit. Too many marketers and sales folks neglect senior living leads that haven’t signaled a need to move within 30 to 60 days. In addition, many communities purchase marketing software like HubSpot thinking they’ll suddenly have an influx of sales-qualified leads (SQLs) for sales reps to work their magic on. 

What most of these sales reps and marketing folks don’t seem to understand is that the majority of senior living leads come in as marketing-qualified leads (MQLs), not sales qualified.

Ignoring MQLs isn’t the answer. Learning how to nurture MQLs to sales-qualified status is. Follow the best practices below for doing exactly that.

Create different paths for different buyers.

We’re famous for saying that not all senior living leads are created equal. Now, let’s take it a step further: Not all MQLs are created equal, either. 

Some MQLs will be older adults looking for a place to move in 6 to 12 months. Others will be adult children looking on behalf of their parents. The older adults might be married, divorced, or widowed. Some might be in excellent shape and others might have health challenges. In the older children camp, some might be searching for a loved one who’s resisting the move. Others might be dealing with complex family dynamics (sibling against sibling).

  • Your Task: Create plenty of marketing paths on your website to satisfy many different types of MQLs. For example, the content an adult child needs will be different from the needs of an older adult who’s buying for herself. The first step in this process involves doing buyer persona work.

Create compelling lead nurturing campaigns.

The keyword is “compelling.” The biggest mistake communities make is treating lead nurturing like a box they need to check off, meaning not much thought is given to the emails in each campaign.

Content matters. Don’t send emails simply for the sake of sending them out. Think about what the campaign is trying to accomplish. Are you trying to get someone to download another piece of content? To view a video? To schedule a tour? While it’s easy to think “Yes! I want everyone to schedule a tour,” keep in mind that not all MQLs are ready for tours just yet. Nurture, don’t rush.

Monitor your lead nurturing campaigns.

The next big mistake that communities make with their lead nurturing is setting up and forgetting about it. Marketing automation is the culprit here. Don’t get us wrong: Automation is great! It was designed to eliminate manual, rote processes, after all. But setting up something to automatically go out and never following up to see if what you’re sending out is actually working isn’t a smart strategy.

  • Your Task: Look at overall conversions for each campaign. Is the lead nurturing campaign accomplishing what you set it up to do? If the goal of the campaign was to get someone to download the next piece of content that makes sense for them in their journey, how many folks in the campaign did exactly that? A dismal 1%? Or an impressive 20%?

For the campaigns that aren’t delivering impressive conversions, take a deeper dive.

  • Look at the analytics for each individual email. Look at open rates. Yes, open rates can be misleading/deceiving, but you need to start somewhere. Study the subject lines in the winning emails from your successful lead nurturing campaign. Can you draw any conclusions on why they’re so effective? (Such as length or use of personalization.) Tweak the subject lines in the emails that aren’t enjoying high open rates and see if things improve.
  • Look at the content in the emails that have high open rates, but low conversions. Try changing one thing—perhaps the call to action or the length of the email—to see if it improves conversions.

While analytics are based in real numbers, how you respond to the analytics and what you decide to fix/change to get more senior living leads will be less scientific. 

The numbers might be telling you that email #1 has a 42% open rate but 1% conversions on the offer. You know something isn’t working. But now you have to experiment to see if you can figure out why it isn’t converting—and if you can come up with a solution. This part is more art than science. Once you make your adjustment, you’ll then return to the analytics in a few weeks or months to see if your adjustment changed things for the better.

Track what successfully moves an MQL to an SQL to an actual customer.

As you nurture more MQLs to SQLs, and convert SQLs to residents, pay attention to where the lead conversions happened. Is there a certain piece of content that’s doing the trick? You might want to spend more time promoting that content (and not just on your site, but through other means, like paid search). Is there a specific call-to-action that gets people to schedule a tour? Use that CTA in other emails and on your site.

  • Your Task: Do more of what gets you the results you crave and less of what doesn’t.

Work with a senior living marketing agency that can help you maximize your MQLs.

Even with automation, you still need to keep track of a lot in order to get the amount of senior living leads you’re looking for. And you’re already juggling ten million other things. That’s where we come in. We can help you maximize your MQLs. Reach out and let’s chat →

Let’s Chat!

 

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Hiring a Senior Living Sales Consultant? Read This First

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If you’re thinking about hiring a senior living sales consultant because something isn’t working with your sales team, read this first. Not all issues require an outside consultant. In fact, many issues are fixable within the team itself, especially if yours is grappling with one of the very common issues below.

Are the marketing and sales teams working in silos?

Departmental silos are so last century—and for good reason. Collaborative efforts between sales and marketing teams reduce friction and unnecessary redundancies. When marketing and sales teams work in harmony, the results can be powerful. (HubSpot refers to this alignment as “smarketing.”)

How can you tell if an alignment issue exists? Well, do your sales and marketing teams meet regularly to discuss goals and results? If the answer is no, that’s usually the first (and biggest) clue that your sales and marketing alignment is out of whack.

Is the sales team attempting to work all leads?

It doesn’t make sense for sales departments to work all the leads that come in. Why? Because most leads aren’t ready for a sales interaction. The lead wants time to engage with your site and content (often upwards of eight times!) before talking to anyone in sales. Here’s the good news, though: When a lead is ready to talk to sales, they’re going to be much easier to close.

How is the overall lead quality?

Maybe the problem isn’t the sales process, but the lead quality itself. We often remind clients that more website traffic isn’t always better—sometimes it’s just more. Don’t get taken in by vanity metrics. Instead, focus on quality. Attracting a smaller volume of highly quality website traffic is much better than a high volume of low quality traffic.

  • SOLUTION: Revisit your buyer personas and audit your website’s messaging and keyword strategy. What messages and keywords brought in the types of leads that have converted in the past—and that you’d like to see more of? Again, making this adjustment might cause you to see a dip in overall website traffic. Don’t panic! If lead quality and conversions increase, even if traffic has decreased, you know you’re on the right track. (And, of course, you’ll follow the above tip about scoring leads appropriately!)

Has a lead nurturing program been developed and properly executed?

If your sales team has been treating all leads the same way, then the answer to this question is “probably not.” Remember, marketing-qualified leads (MQLs) aren’t ready to talk to a sales person just yet. That’s OK. Your job is to provide helpful info that will empower them during this journey. A good lead-nurturing workflow will do all of that in the low-pressure way today’s buyers crave.

Has the team given up too quickly on leads?

If your sales team has been working all leads, no doubt you have a high number of leads in your senior living CRM that are labeled cold or dead. The problem? Many of those leads were likely only marketing-qualified, not sales-qualified. So of course a high number of them didn’t answer the phone or return your sales reps’ calls.

Implementing lead-scoring and lead nurturing workflows for MQLs is a great solution for moving forward. But what about all those so-called cold or dead leads already sitting in your CRM? Aren’t at least some of them still viable? 

Still not sure what you need? Give us a shout.

We work closely with marketing and sales teams and can help identify ways to shore up your processes without dumping valuable dollars into a senior living sales consultant. (But if we think a sales consultant is the answer, we’ll tell you that, too!) Reach out and let’s chat →

Let’s Chat!

 

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Senior Living Sales KPIs: Windshield vs the Rearview Mirror

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Facilitating an effective sales meeting requires analysis of both leading and lagging key performance indicators (KPIs). Senior living sales managers at all levels, from the community to regional (and above), often spend more time examining lagging indicators and not enough time digging into leading indicators. Or, as we like to say, look through the windshield rather than the rearview mirror.

To improve the effectiveness of senior living sales meetings, managers should include these KPIs.

Lagging Indicators

Reviewing the completed activities and trends can be helpful in identifying barriers, which can be a learning exercise.  In senior living, managers should examine:

  • Completed activities vs. standards– quality & quantity (were activity goals achieved?)
  • Conversion ratios – trending up or down (is the sales process improving?)
  • Results – new leads, deposits, advances, and referrals (is sales activity turning into sales results?)
  • Market rate comparison to actual rate (impact of sales results to revenue)

Leading Indicators 

Examining the senior living sales plan for the week and month is useful in understanding the future opportunity.  In senior living, managers should examine:

  • Scheduled activities vs. standards – quality & quantity of planned sales activities including;
  • Scheduled Tours & Re-tours
  • Scheduled Assessments
  • Scheduled Sales Calls/ External Business Development – both hunting and farming (finding new accounts & cultivating existing accounts)
  • Scheduled Events
  • Scheduled Call Outs & Lead Follow up/ Nurturing

Spending sales meetings and occupancy calls primarily focused on the “rearview mirror” will result in re-hashing information that is already documented in various reports. Instead, take the “windshield” approach and focus on what’s ahead. In the senior living CRM, identify sales-qualified leads and have the reps focus on those, rather than obsessing on lost leads. In the meantime, marketing can continue to nurture the “not ready yet” leads.

Need help with this approach to senior living sales?

We’re experts at getting marketing and sales teams to align their efforts. Let’s chat!