Creating lead generation transparency is unique in senior living yet critical to each community’s efficiency and productivity. We will pull back the curtain with statistics on lead management, lead validation and conversion rates.
What to schedule a demo or learn more? Click here for more information on SeniorVu services →
There are many ways to engage residents using music in activity programming. Learn about the benefits of integrating music into your programming and how music can make a difference in the lives of your residents.
This webinar will cover how to really roll out the red carpet for your tours and provide tools to provide a personalized experience and get your whole team engaged! Looking to improve tour conversions and grow occupancy? Then, this webinar is for you!
Execute the perfect tour with planning tools, including forms, signs, staff recognition & post-tour gifts and follow-up resources.
While members may download our guide here, the Red Carpet Tour products can be purchased through our SMARTbrand.
15% discount for Senior Living SMART members. Check it out!
The movie Funny Farm with Chevy Chase should be required viewing as part of senior living sales training. When Andy Farmer and his wife struggle to sell their country home after a not-so-idyllic experience of rural living, they decide to enlist the help of an eclectic cast of characters from the community. Everyone comes together to create the perfect experience for a hot lead with a “scheduled tour.”
Everything is planned down to the most minute detail: from ducks waddling along as prospects arrive to a deer prancing across the yard to the perfectly staged home setting and refreshments. It all unfolds perfectly with the help of the entire town!
Nothing is left to chance. The deer had been caged, and as the “prospects” arrived, Chevy Chase as Andy Farmer gave the command into his radio to waiting helpers to “cue the deer” at just the right moment.
The couple that was “touring” was so taken by the experience. They offered more than the asking price and closed on the spot. And because everything was so perfect, they even wanted all of the furniture, dishes, and even the yellow dog.
A well-planned tour of a senior living community can have the same effect. People want to fall in love with a place that is the “perfect fit.” When this happens, there is less price sensitivity because the family sees and appreciates the value. I’ve had many situations where the family wants to purchase the entire model apartment because it is so warm and inviting!
1. Do thorough discovery to learn about the prospect’s life story.
The more you know, the more personal of an experience you can create. Ask about interests, hobbies, careers, military service, favorite foods, books, movies, music, family, routines, “must haves” and “non-negotiables.”
For example, with my mother, the community must serve tea in a teapot. Heaven help the server who shows up with a tea bag in a cup and tries to pour water over it and call it “tea!”
2. Based on this information, plan the tour and use your team.
The team can execute some easy personal touches, such as having a welcome sign at the reception desk with the prospect’s name, having their favorite refreshments served in the hospitality room, or scheduling a favorite activity during the visit. You get the idea.
3. Have a personalized gift at the end of the tour – something especially for them.
Some common themes can be kept on hand (tea/ coffee lovers basket, dog/ cat lovers selections, photo books of local towns spiritual books/ journals, etc.). Others can be purchased prior to the visit if it is something specific (like the latest book by a favorite author).
4. Do things that your competitors are not doing!
For instance, put out a valet parking sign in advance of the tour. (If they can’t find a parking spot or have to park far away, you will have your first strike against you.) Meet the tour personally at the car – what a great first impression, right? Have umbrellas and wheelchairs handy. Have cold water on hot days. Serve refreshments in glassware & china, not Styrofoam and paper. Offer homemade goodies. And, finally, walk every visitor out to their car for the final personal touch.
We can also turn your senior living website into a lead generation machine so that you have plenty of great leads to give tours to. Let’s chat about your needs!
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.
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?”
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?
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?
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.
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.
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!
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.
