THE ART BEHIND CULTIVATING LEADS · Most Dynamic Ways to Cultivate Leads to Exponentially Improve Your Occupancy • Your Investment: The cost of a move‐in • Top Three Tips from

THE ART BEHIND

LEADSThrough Strategic Partnerships

CULTIVATING

GlynnDevins

Megan LongleyVice President Sales

Acts Retirement‐Life Communities, Inc.

Suzanne WakefieldSenior Vice President

Moving Station

Erin HayesChief Information Officer

Enquire Solutions

Dana CompagnoneGroup Director

Meet the Presenters 2

Approaches to Move Prospects Through the Sales Pipeline Faster

How to Leverage Strategic Partners to Extend the Reach of Your Sales Teams

Q & A Session

Dynamic Ways to Cultivate Leads

Fresh Perspectives on Trends in Senior Living Marketing

What You Will Learn Today 3

Most Dynamic Ways to Cultivate Leads to Exponentially Improve Your Occupancy

• Your Investment: The cost of a move‐in

• Top Three Tips from the Trenches: Who to hire to get the best sales results and compensation that drives sales performance

• Your ROI – The Science of Cultivating Leads: Sales cycle: understanding and targeting who is buying Do the math: sales matrix needed to achieve consistent results and drive performance

you want through your CRM A few small tools that can make a big difference in discovery and follow‐up

• Your ROI – The Art of Cultivating Leads: Managing a sale environment where the customer doesn’t want to buy Cultivating leads: go deep on personal points of sale – the call and the visit Being an integrated member of your larger community Creative follow‐up

Strategic partnerships are critical to sales results in today’s competitive sales environment

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Community Type # Units Resident Turnover Cost Per Move‐In

Independent Living $666 $5,200 (40) $5,866

Independent Living/AL/MS $1,621 $3,670 (64) $5,291

Assisted Living (stand‐alone)/MS $2,007 $3,802 (19) $5,809

CCRC/Life Plan Community $1,856 $10,870 (46) $12,726

Understanding Your Investment

Source: The State of Senior Housing

Marketing Expense (Per Occupied Unit)Community Type Marketing Cost Per Move‐In Total Marketing Costs

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Top Three Tips from the Trenches on Who to Hire to Get the Best Sales Results &

Compensation That Drives Sales Performance

Traits to Hire: 1. Ego‐drive = fearless resolve 2. 100% interested in engagement with people = authentic 3. Has had some life event that shaped who they are in a meaningful way

Compensation: Metrics or Quality – Which Is Most Important? 1. Needs to drive metrics 2. Needs to drive quality of sale 3. Contests work!

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Continuum of care, maintenance‐free, safety and security

Procrastinators

Senior MindsetsThe story of Planners and Procrastinators.

Avoid pain, not burden children, avoid repeating

parents’ mistakes, enjoy community

Planners

Timing: Early and deliberate Timing: In time, but plodding

Source: Cornering the Market: A Strategic Approach to Driving Occupancy – A Morrison Senior Living Market Study ‐ 2012

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Your ROI - The Science of Cultivating Leads: Quality Research Can Lead You to Managing the Leads Most Likely to Buy

The sales cycle metrics reveal three segments of customers that move to senior living communities.

• The “Triggered Need” customers move quickly, usually in response to a sudden change in their health status or the health status of a spouse.

• “Planners” also move quickly, hoping to avoid the crisis of a sudden status change.

• “Not Ready” customers spend a long time in the sales pipeline. They make an initial inquiry, but don’t move until there is a change in their status.

• The high number of customer contacts required to close a sale underscores the complexity of the transaction.

Referrals are a prime source of sales leads. However, the website and the internet are increasing in importance.

Based on 1,380 Move‐Ins

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Independent Living MovesThe story of gestation, told through the lens of Acts.

Year 1

1‐2 Years

2‐3 Years

3‐4 Years

5+ Years

5%

46%

6%13%

30%

From initial contact to move‐in. Median 3‐year gestation period.

% of Residents by Time

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Independent Living VisitsThe story of getting them to our door, following initial contact.

0‐30 Days

31‐60 Days

61‐90 Days

91‐180 Days

181‐365 Days

7% 7%

5%

10%

41%

From initial contact to first time at the community, either via a personal appointment or a marketing event. Median 57 days from initial contact to first visit.

% of Residents by Time

1‐2 Years

2+ Years

6%

25%

10

196

3.5 1

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Due to the nature of the senior living product being a highly considered purchase, the long sales gestation requires a lot of touches to move a person from information‐gathering to community life.

Median # of Calls

Median # of Personal Appointments Attended

Avg. Calls Per Appointment

Median # of Events Attended

Median Total Contacts

TIP: Track this data for your own community or organization to look at staffing. Use insights to set outreach goals and to measure success.

Independent LivingFrom initial inquiry to sale, the number of contacts for Acts.

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Lead Conversion Source for New Accounts YTD 2016

Move Conversion Source for Jan. 2015‐June 2016 Move‐Ins

Move Conversion Source for YTD 2016 Move‐Ins

Top Conversion Sources

Resident Referral (22%)

Website / Internet (20%)

Direct Mail (20%)

Referral‐Other (15%)


Direct Mail (20%)




Direct Mail (22%)





Direct Mail (19%)


Lead Conversion Source for July 2014‐June 2016 Move‐Ins

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Examples of Sales Metrics and Conversions• Monthly Action Calls: 140 • Monthly Action Visits: 16• Monthly Sales: 2 • Monthly Action Calls to Action Visits: 11% • Monthly Action Visits to Sales: 13%

Increasing Importance of CRMs• Business Analytics/Data Dashboards can help salespeople focus on

anything from who to call next to where they are to goal to event attendance rosters.

13Sales Metrics to Achieve Consistent Results

Artfully Managing InformationPart of the process is to artfully manage the competing voices in your head

“I only need one more sale to reach my quota.”

“Wow…this person has such an

interesting story.”

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Addressing Root ConcernsYou will not get a sale until you know, so do discovery and ask the following:

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1

2 3 4

5 What is the time frame?2

Who are the decision makers?1

Do they qualify?3

Is there a need/desire/fear?4

What else do you need to know?5

16Discovery Tool

The Sales EnvironmentManaging an environment where the customer doesn’t want to buy what you offer.

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Sales counselors encounter many objections during the time they’re working with prospective residents.

Objections Along the Way

Remain in Home“I want to spend one more

holiday in my home.”Not a Good Fit“I’m not sure if this is a good

fit for me at this time.”

Sell Home“I need to sell my home and prepare for a move.”

Service“No one is available

to help me.”

Overwhelmed“I don’t know where to

start looking.”

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I have lived in my house for 30 years, and I don’t want to leave it.

R E S I D E N T Q U O T E S

Quite honestly, I don’t think I can afford it.


We don’t want to live with a lot of old people.


I want to leave money for my family.


I’m too young to move to a retirement community.


Making a move is really overwhelming.


I’m not ready to make a move yet.


Cultivating Leads Tips for Going DEEP on Personal Points of Sale – The Call and the Visit

The First Phone Call • Counter to many teachings, the first phone call is an optimum time to begin to

develop a relationship, stand out from competitors, and gather information to have a very powerful first face‐to‐face.

The Follow‐up Phone Call • “Pre‐game” prep: What don’t you know? • Leave a message with a hook: “I learned about something the other day that may

interest you. Give me a call!”

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Finding and Listening to the Emotion Behind the Objection Is the Most Powerful and Quickest Way to Achieve Higher Sales

• I’m not ready yet = Fear of loss. No alignment of value and price. Recommend: Most open‐ended questions.

• Price is an issue = Smokescreen and/or no alignment of value and price. These questions are the ones most feared by salespeople. Recommend: Simple tool for qualifying financial and health status, and create opportunities for education. Also practice a simple explanation of price structure.

• I want to leave money for my family = Legacy question. Recommend: Very important to honor life/legacy.

• I don’t want to live with a bunch of old people = VERY few people think they WANT to move to a retirement community. Why? Fear. We all see ourselves as younger. Recommend: Make future neighbors friends.

• Making the move is overwhelming. What’s behind that? NOTHING, it’s TRUE! Recognize there’s NO PLACE LIKE HOME. Recommend: Get help of third‐party provider to remove the challenges.

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Proven approaches to identify the origin of consumers’ emotion and move prospects through the sales pipeline faster.

• Separate what is really important vs. what is being discussed.

• If you can’t beat them, join them. Face their reality with them.

• No prospect is alike – enjoy the journey with them. They’ll know.

• Expect to play many important roles with them: Plato, Socrates, family member, friend.

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33Next Step Tool

Creative Follow-UpThere’s Nothing More Powerful than the Personal Touch.

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Get Out from Behind Your DeskBe a part of and market to the community at large.

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When consumers begin to contemplate senior living, are you capitalizing on every step of the buyer’s journey?

Information Gathering

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TIMELINETHEJOURNEYBUYER’S

Is your brand consistent and recognizable?Awareness

Are you producing content that will lead people to your community?

Interest

Are there calls to action online to drive leads?Initial Consideration

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Are you finding different ways to connect?

Engagement

Do your sales counselors have the tools to assist them with follow-up and task prioritization?

Moment of Purchase

Are you following up to be one of the final contenders?

Commitment

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Are you providing support material and quality interactions?

Desire

Are you doing the right discovery to give a potential resident a great experience?

Evaluation & Decision

Are you providing quality tools allowing consumers to compare options properly?

Evaluation

Do you offer resources to make a potential resident feel comfortable with the move?

Preparation to Move

Do you help with the move process?

Moving In

Are you tapping your best source for referrals?Community Life

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The Changing ConsumerPut yourself in their shoes and ask yourself, “How am I adapting and who can I leverage to help me?”

Living longer, working longer

Emphasis on wellness

Demanding choices and flexibility

Consumers expect better experiences

Increased digital usage

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• Desire to attract younger, healthier residents; education is key• Programs to appeal to that younger audience

– Lifestyle trends with security and vitality

– Seeking choice, variety and flexibility; financial plans, floor plans, dining, activities

• Competing with the house • Senior is still driving the decision to move and select the community, with input

from a variety of influencers• Aging successfully with a wellness focus

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Independent Living and Life Plan Communities

Resources to Overcome ObjectionsHow can partners support the selling process?

ResearchWhat resources help drive

prospects to your community?

InvestigationWhat resources help give the best customer service once

someone inquires?

What resources help shorten the sales cycle and drive more move‐

ins faster?

It costs approximately $450 to get a person to inquire about your community$450 x 1,500 lead database = $675,000 value

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Decision

Keys to Evaluating Strategic Partners

How does the cost of staffing (recruiting and retention) compare

to using a strategic partner?

How do we use diversified sales tools to mitigate the risk of losing

key personnel?

How do we get prospects to engage with our brand so that turnover doesn’t affect their experience?

How do we track metrics to ensure that revenue pays for partner resources and more?

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Challenges During Research PhaseWhat challenges are encountered during a potential resident’s research phase?

Do you have a clear brand structure to ensure sales

counselors are singing from the same hymnal?

Unclear MessagingAre you using tools to drive appointments, reduce no‐shows, overcome common

objections, etc.?

Poor AwarenessAre you using data to

support your decisions by mining data to form actionable insights?

Underused Data

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Differentiation It sets you apart from the competition by defining a clear and unique position

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Enhance your Brand MessageHaving a defined brand brings alignment to your efforts, which results in more efficient marketing expenditure.

Message It speeds the understanding of your community’s value

Clarity It simplifies your message via consistent communication

Position It speeds the understanding of your community’s value

TIP: Establish a clear brand structure to ensure all team members are singing from the same hymnal.

ResearchKey Insights Sales Success

Use Data for Sales SuccessA community’s lead base represents a significant investment of marketing resources

over time (both tangible dollars and time from the sales team)

Research and survey the local market, and analyze buying behavior and purchasing decisions to identify areas for investment.

Use data in your systems to gain key insights to allow the sales team to focus effort on leads of greatest potential — those more likely to take the next step toward residency.

Leverage strategic partners who have more data to compare to help your organization understand how your benchmarks compare to the industry as a whole.

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Challenges During Investigation PhaseWhat challenges are encountered once a potential lead inquires at your community?

Do you have a process for capturing every inquiry when sales counselors are away from their phone or computer?

Inconsistent Lead CaptureDo you have the right tools to automate

the sales process and help sales counselors prioritize their time?

Staff WorkloadAre you capturing and documenting all lead information to ensure you can

evaluate resource and marketing spend?

Bad Data Entry

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Answer Every InquiryYou’ve worked too hard (and spent a lot of $$) to afford to miss an inquiry.

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Better Contact RateDecreased response time to inquiries (web and phone) give you a 100x better contact rate.

More ToursIncreased tour conversion rates through instant response to telephone/internet leads and standardized sales methods

Increased OccupancyIncreased customer service gives prospects a better first impression, and ultimately make them feel more comfortable moving into your community.

Benefits:Sales counselors are busy. They’re often out of the office doing outreach, and away from their phone giving tours and meeting with potential residents. Have a plan in place to capture every inquiry.

Don’t let any inquiry to go voicemail.

Have a back‐up process so calls roll over to a remote team instead of going to voicemail.

Call BackupOutsource all inquiries to a dedicated team to send qualified leads to sales counselors.

Qualify & Transfer

Outsource referral follow‐up to free up time for sales counselors.

ReferralsOffer immediate follow‐up (within 15 minutes) for online inquiries.

Web Forms and Chat

Cost Benefit of OutsourcingUse a strategic partner to focus on inquiries and allow your seasoned sales team to close

Assumes 72 hours per week of phone, web, chat and referral volume for a 100‐residence community.

0 10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000

Outsourced

In House

Hiring an employee can cost upwards of $40,000 in an annual salary. This employee works 40 hours per week

Full‐Time Employee

This employee covers the weekends for about $16 per hour, 8 hours a day.

Weekend Coverage

This on‐call employee may cover nights and could cost $16 per hour.

On‐Call Employee

Along with employees come overhead costs. Hiring costs, benefits, human resources, payroll, training, facilities and technology. This assumes 20% of salary.

Overhead

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Biggest Challenge Day-to-DayIn a recent survey, participants were asked to respond with their biggest day‐to‐day challenge.

Finding quality employees, training employees and retaining them.

Staffing

Avoiding interruptions and prioritizing daily tasks.

Time Management

Meeting occupancy goals.

Occupancy

Not enough time in the day to complete all tasks.

Workload

Managing leads and following up in a timely manner.

Sales

Reference: State of the Industry Survey, 2016 (insert link here)

22%

14%12%

6% 6%

0%

5%

10%

15%

20%

25%

2016

Staffing

Workload & Balance

Time Management

Sales

Occupancy

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Reduce Workload for Sales CounselorsGive sales counselors the tools to help them succeed

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Reference: 2015 Industry Benchmark Report (link)

19 Total Contacts5 Face‐to‐faceIL

8 Total Contacts3 Face‐to‐faceAL

9 Total Contacts2 Face‐to‐faceMC

Electronic Discovery Tools Implement discovery strategies into a CRM tool and use automation to populate data points.

Automated WorkflowsUse a CRM that has workflows to automate next steps and data entry.

Lead ScoringImplement a process for lead scoring or lead prioritization.

Marketing AutomationIntegrate marketing automation with your CRM to help sales counselors nurture leads.

Customized ReassignmentEnsure your CRM has a reassigning function in times of turnover.

Bring the Doodle Pad to LifeReduce losing valuable discovery data by integrating it into your CRM.

StreamlineKeep information in

one place

ReviewEasy access for

management review

Integrate your sales discovery process into the CRM to keep key data in one place.

Digitize Your Sales Process

ProtectDon’t lose pertinent data

in times of turnover

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Track interaction of leads with your website.

Digital Interaction

Score leads based on activity and information.

Lead Scoring

Capture your residents statistics to prioritize leads.

Buyer Profile

Lead PrioritizationPrioritize leads for the sales team and push notifications for leads most likely to convert.

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Workflow AutomationAutomate your sales process to reduce steps for your sales team.

Automate Sales ProcessExample: Tour PreparationWhen your sales team schedules a visit or tour for a prospect, your CRM should prompt your process such as a tour planner, reminder call and confirmation email with directions.

Automate Next StepsExample: Follow‐up Calls and EmailsImplement workflows that automatically schedule follow‐up calls based on results like leaving a voicemail or sending an email.

Automated NotificationsExample: Digital Coaching and Lead Prioritization Implement digital coaching by sending automated notifications to the sales team based on an individual’s information and/or activity. Set notifications if lead scores reach certain levels.

Integrate Marketing AutomationUse marketing automation to keep your brand top of mind.

New Lead Nurture Opt new leads into an automated campaign,

such as a community newsletter, to keep your community top of mind

Mature Leads Sync segmented lists of leads and enroll them

into strategic automated campaigns based on interests

Follow‐up Campaigns Send automated follow‐up, such as a survey,

to leads who have visited your community

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Sales

Outreach Data Entry

SalesTimeSavings

Work More Efficiently Spend more time doing revenue‐generating activities with better tools

Most companies fail to take into account the time it takes for employees to use archaic systems. Equip your sales team with the best tools.

Ensure sales tools integrate with marketing systems to automate campaigns

Eliminate manual reports and use dashboards to reduce time spent on “pulling” reports

Use a system that works on mobile and tablet for on‐the‐go access

Automate follow‐up steps to reduce time spent on data entry

Work Smarter. Not Harder.

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Incentivize Good Data EntryThe ability to analyze data to track if your marketing dollars are well spent lies in the consistency of data entry.

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Campaigns and EventsTrack attendance for campaigns and events and cost per lead

Referral Sources and Outreach ActivityAnalyze outreach versus number of referrals

PipelineManage the sales pipeline to predict move ins

Inquiry MethodsMeasure when and how inquiries are coming in

Market SourcesAnalyze what market sources produce tours and move‐ins

Qualified and Unqualified LeadsAlways enter unqualified

leads

Challenges During Decision PhaseWhat challenges does the sales counselor experience in closing and keeping the sale?

Do you have a strategic plan to overcome the objection, “I’m too overwhelmed to make this move,

so I’ll just stay home”?

Overcoming ObjectionsDo you have a process in place to keep depositors moving through the process toward the move‐in without relying on the sales

counselor’s time?

Staff ResourcesDo you have resources to shorten the sales cycle and length of time

from deposit to move‐in?

Long Sales Cycle

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Objections May Keep Your Lead From Moving ForwardThe circle must become a straight line at some point.

A

B

C

D

Your potential depositor

Website Content Phone calls Lunch and Learns

Investigation

Downsizing Selling the

home Logistics of

moving

Reality

Inquiry process Features &

amenities Model

apartments

Tour

Apartment selection

Deposit Contract

Decision

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What is holding back your future resident?

The Move

“It’s too overwhelming” “We are here to help” Partner makes the process doable

Resident looks back and says, “It wasn’t so bad!”

By providing support to the future resident through the home sale, downsizing, and move‐in process, you significantly decrease the barriers (both emotional and physical) holding them back. The goal is to decrease the “pain” of the move to increase resident happiness and engagement,

also increasing the likelihood of referrals.

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Offer Resources to Overcome Move ObjectionsCreate a Compelling Marketing Message in the process.

Partner with an expert resource to aid your prospective residents in

their home sale process

Home SaleProvide local support via a Senior Move Manager to sort through and divest of “treasures” not

making the move

Downsizing HelpOffer several reputable local moving & storage companies

to safely transport the household goods

Moving Services

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The Home Sale ObstacleIf there is a home, it’s a barrier – either financial or emotional.

PRE‐MARKETING COUNSELRight Realtor, right price, right marketing plan

PROPER MARKET POSITIONINGReview of the market presence, including photography and marketing description

MANAGEMENT OF REALTORHolding the agent’s feet to the fire to keep subject property top of mind

NEGOTIATION OF CONTRACTThings have likely changed since your future resident last sold a home, and the negotiation process can be scary

CLOSING ON FORMER HOMEAfter all is said and done, it’s time to close on the former home and move to your community

Your strategic partner needs to keep the home sale moving forward by providing counsel and insight, starting before the home goes on the market through the day of closing. They also need to keep the sales counselor informed throughout the process.

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”It always seems impossible, untilit is done.”

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The “impossible” road to calling your community home.

Downsizing, Packing, & Moving

Decide What’s Being Moved

Sell & Purge Belongings Not Going

Pack Belongings

Physically Make the Move

Settle into the New Home!

Ease Strain on Staff ResourcesAn effective partner can replace up to 1.5 FTEs.

Sales counselor obtains deposit

Partner counsels & supports future resident

Partner coordinates move to community

Introduction ofhome sale partner

Future resident downsizes & sells home

Depositor becomes resident

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Shorten the Sales CycleShorter sales cycles mean more move‐ins faster.

MC AL IL

59 51

138

The average time from inquiry to move‐in is 83 days.

Average Sales Cycle

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• Average time from inquiry to move in for IL is 138 days

• Average national days on market is 120 days

• Home sale partner can cut days on market in half (Home Sale Program avg. DOM 57 days)

• You earn 2 months or more of additional monthly fee revenue ($5,700)

Consider:

Keep Depositors Focused and Engaged

“Much of the stress is alleviated by

having a counselor working on your

behalf.”

“You provided support and

encouragement when we needed it.”

The statistics are compelling, but you can’t underestimate the value

of having emotional support throughout the sales process

Your prospects will think more highly of your community because you offer them assistance in this stressful transition

Residents who move in quicker with less stress are happier and will act as a future referral source for you

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Tools: Marketing Automation67

Tools: Onboarding Emails68

Open rate: 72%Click rate: 27%




1 WeekLater

Welcome Lifestyle Continuum Offer

1 WeekLater

1 WeekLater

Tools: Onboarding Emails69

Inquiry‐to‐appointment ratio increased.

Tools: Lead Qualification and Scoring70

Tools: Salesforce + Act-on + Lead Scoring71

Tools: Remarketing72

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Tools: Appointment Reminders and Post-Event Follow-Up74

SMS Reminder: You have an upcoming appointment with Cindy at ACME VILLAGE on Wednesday November 2 at 123 Main Street, Anytown USA

Email Follow‐up: Thank your for attending the Financial Advantages of a Life Plan Community yesterday at ACME VILLAGE. Ideally, many of your questions were answered, but if you have more, please don’t hesitate to contact me at ###.####.#### or via email at [email protected].

Research to Inform InsightsWith the right tools, research delivers targeted information that propels effective marketing strategy.

Understand how the tour experience impacted prospects’ engagement with the community

Post-Tour Surveys

Evaluate events to find what is or isn’t resonating with your target audience

Post-Event Surveys

Real‐time checks on how the website is meeting visitors’ needs, to inform future enhancements

Website Experience Surveys

For example, after a rehab stay, to gauge the impressions made on the client

Experience Surveys

Reengage or reclassify leads, provide updated community info, collect and update consumer info

Lost Lead Surveys

Understand how the new resident felt toward their move, to inform processes

Post-Move Surveys

Find the right mix of tools for your organization to uncover an in‐depth understanding of your market.Gain powerful consumer insights that help you reach them at every point of the journey.

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Keys to Future Success

ExperimentationExperimentation, innovation and

willingness to move beyond established conventions

FocusFocus on the individual to make

personalized approaches, when appropriate

Data MiningEmphasis on data tracking and

measurement to govern resources, form insights, move toward action

There are many dynamic ways to cultivate leads and myriad ways to leverage your own strategic partnerships to extend the reach of your sales teams.

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Leverage partners to extend your sales team

THE OPPORTUNITY

Define the Problem Form Solutions Implement Tools Review the Result

Ask your partners for fresh perspectives, tools and trends they’re seeing to benefit your community or organization.

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Evaluate this Session on the Mobile App 78

Thanks for coming!

Documents

THE ART BEHIND CULTIVATING LEADS · Most Dynamic Ways to Cultivate Leads to Exponentially Improve Your Occupancy • Your Investment: The cost of a move‐in • Top Three Tips from