Implementing effective sales tactics is incredibly important for the success of your senior living community. If you’re struggling with hitting your property’s marks, it may be time to reconsider your current strategy. This past year has made it harder than ever to find prospective residents.
Here are some tips that will improve your sales and occupancy.
Less Selling, More Listening
It sounds simple enough, but it’s common for sales staff to command the conversation. One of the biggest struggles that assisted living communities’ sales staff have is turning leads into a move-in.
Focus less on hitting all the checkmarks of a tour. Ask more questions. Let the prospective resident talk about their needs. Why are they considering moving into a senior living facility? Tailor the discussion to how the community will help them.
One resident may be interested in health, while another may be concerned about privacy. If you’re paying attention and taking notes, you can individualize each experience. If they’re more interested in activities, focusing on isolated areas won’t be in your best interest. Letting the potential occupant know that they’re being heard demonstrates that your community is dedicated to the residents. Ultimately, you should ditch the canned pitch.
Get leads from multiple channels
Like most businesses, CRM software is an effective method to gauge the success of your sales traffic. You should be tracking every lead, whether it’s in-person, over the phone or through email.
Internet leads are often overlooked in senior living. These leads are just as valuable as phone inquiries. These valuable prospects can come in at a high frequency, so you should make sure that your website is up to par.
People use search engines to find information about your facility. Even if they call, there is a high likelihood that they did their own research beforehand. If they’re already navigating through your website, you should include a visible call-to-action on your pages. Also, include a button on your website for people to leave their email addresses. This alone is guaranteed to bring you more leads.
Always ask
As mentioned previously, it’s important to seek the reason behind why a prospective resident or adult child is calling. Once you’ve figured out their reasoning, get them on a tour within the next 48 hours. You should always attempt to schedule a tour after initial contact. They’ll be considering other facilities, so the sooner you get them on a tour, the more likely they’ll move in.
Make sure to ask for an estimated move-in date. If you don’t, believe it or not, you could lose out on the sale altogether. Asking them when they would like to move in, might be the nudge they need to take the plunge.
Looking to hire a Sales Manager or Sales Director for your community? If you’re interested in learning about our senior living services, click here.