by Diane Masson | Dec 8, 2013
Don’t Be a Scrooge in Senior Living Sales
All you have is the present to increase your occupancy. Resident holiday parties, festivities, live entertainment and decorating the retirement community can distract senior living sales from the purpose of filling the building. It’s easy to get stinking thinking and decide that no one wants to move right now and every senior is busy preparing for Christmas. Wrong!!!
If you are reading this blog today, it is not too late to get humming again. Let me give you some current examples from two successful Continuing Care Retirement Communities (CCRC) in Southern California:
- 11 CCRC move-ins scheduled during December at one CCRC and another has six move-ins set.
- A $5000 deposit was collected yesterday for a December CCRC move-in.
- One senior living sales person, who had 139 calls for the week said, “This is the best time of year to make calls and learn vital information about prospective seniors families.”
- When a senior came in for a holiday event, they shared that it was their holiday meal, because they had sat at home eating a “Lean Cuisine” on Thanksgiving.
- Another senior shared that this was her last year to host Christmas for the entire family. She was exhausted and said she was ready to sell her home and move in early 2014.
- Many calls said, “I am not ready, let me get through the holidays and let’s talk the first week in January.” (Whom will this senior be talking about with his or her adult children over the holidays? The family will most likely come in to tour around Christmas.)
You can learn so much if you make calls this time of year. Don’t be a scrooge and not believe. Be Tiny Tim and make a lonely seniors day by reaching out with a holiday phone call. Create an emotional connection with a senior now and watch how quickly they move into your senior living community in 2014.
Please share your successes, failures or comment below to join the conversation and interact with other senior living professionals on what is currently being effective to increase occupancy on a nationwide basis.
Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available at Amazon.com with a 5-star rating. The book is required reading at George Mason University as a part of its marketing curriculum. Within this book, the author developed a sales & marketing method with 12 keys to help senior living providers increase their occupancy. Masson developed this expertise as a marketing consultant, sought-after blogger for senior housing and a regional marketing director of continuing care retirement communities in several markets. She has also been a corporate director of sales and a mystery shopper for independent living, assisted living, memory care and skilled care nursing communities in multiple states. Most recently Masson was recruited to consult for two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Interestingly, this career started when she was looking for a place for her own mom and helped her loved one transition through three levels of care.
© Marketing 2 Seniors| Diane Twohy Masson 2013 All Rights Reserved. No part of this blog post may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials. You may share this website and or it’s content by any of the following means: 1. Using any of the share icons at the bottom of each page. 2. Providing a back-link or the URL of the content you wish to disseminate. 3. You may quote extracts from the website with attribution to Diane Masson CASP and link https://www.marketing2seniors.net For any other mode of sharing, please contact the author Diane Masson.
by Diane Masson | Dec 1, 2013
Are you fighting with prospective residents who are in denial? I don’t mean physical punches… After they ask a question or make a comment, are you coming at them with a quick verbal rebuttal? Stop it!!! Many senior living sales people don’t even realize that they are arguing with the prospective resident.
It can be very difficult to evaluate yourself and recognize your own faults. Do the best you can to catch yourself saying a “but” or ask a co-worker/supervisor to listen to one of your tours. When the prospective senior says something like, “I love my home and can’t see myself moving.” I have heard sales people say, “But…you don’t see how wonderful life could be here.” Or a senior says, “I am doing fine in my own home.” (They can barely walk and you recognize an unsafe situation for them living at home.)
The prospective senior is in denial. It is so common. Don’t fight them, they will just get irritated and go to your competitor down the road. There are three easy solutions to deal with denial.
1) Ignore the senior’s denial and keep educating them on the benefits of living at your community. I don’t mean – shoving it in their face. Some seniors have so much denial that it could take them months or a few years to recognize the benefits of living at your senior living community. Keep inviting them to events. Eventually they can see the lifestyle in your independent or Continuing Care Retirement Community is better than living in their own home.
2) If you work in an assisted living or memory care community, time may be of the essence with a need driven situation. Get the phone numbers for the adult children and work through them. A strong Boomer child, who understands that his or her mom or dad is unsafe, can create a 48 hour or one week move in for the parent. Invite the children to dine at your retirement community with the parent. It’s magical, how quickly they select an apartment and put down a deposit.
3) When they say, “I love my home with the 180 degree view of the water and mountain.” Don’t interrupt! Let them go on for five minutes or more about their lovely home. Then causally say, “ Your home sounds lovely, why are you here?” Whatever comes out of their mouth is the real reason. Now it is up to you to provide a solution and collect a deposit.
Remember that everyone walks in the door of your retirement community for a reason. Yes, they can be in denial, but they came to you. Help them, by listening and exploring an implied need. Then provide a solution – gently…
Please share your successes, failures or comment below to join the conversation and interact with other senior living professionals on what is currently being effective to increase occupancy on a nationwide basis.
Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available at Amazon.com with a 5-star rating. The book is required reading at George Mason University as a part of its marketing curriculum. Within this book, the author developed a sales & marketing method with 12 keys to help senior living providers increase their occupancy. Masson developed this expertise as a marketing consultant, sought-after blogger for senior housing and a regional marketing director of continuing care retirement communities in several markets. She has also been a corporate director of sales and a mystery shopper for independent living, assisted living, memory care and skilled care nursing communities in multiple states. Most recently Masson was recruited to consult for two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Interestingly, this career started when she was looking for a place for her own mom and helped her loved one transition through three levels of care.
© Marketing 2 Seniors| Diane Twohy Masson 2013 All Rights Reserved. No part of this blog post may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials. You may share this website and or it’s content by any of the following means: 1. Using any of the share icons at the bottom of each page. 2. Providing a back-link or the URL of the content you wish to disseminate. 3. You may quote extracts from the website with attribution to Diane Masson CASP and link https://www.marketing2seniors.net For any other mode of sharing, please contact the author Diane Masson.
by Diane Masson | Nov 24, 2013
My Mom
My theory of 10 years is now officially broken. I believed that if you had a mean parent they turned nice with dementia and if you had a nice parent they would turn mean with dementia. My random sample was everyone that I have ever spoken to about this theory.
Well, the tables have turned and my mom has turned mean again. Years ago, the ugly side of my mom was only exposed behind closed doors. The mental abuse for years took a tool on all my siblings and I. In fact, when they each turned 18, all of them moved to other states. I stayed to protect my dad. I figured if she took half her wrath out on me, he would only be subjected to it 50 percent of the time.
In college, psychology classes opened my eyes to mental illness and depression. After my mean mom did not attend my graduation or marriage, I was done. A wonderful counselor taught me how to deal with it. When I spoke to my mom and she was mean, I would say, “I am sorry that this conversation is not going the way I hoped, I have to go now, bye.” After I did this three times, my mom’s treatment of me turned around. She has treated me well for 28 years.
Now, she is in the late stages of vascular dementia. I got a call two days ago saying she is yelling and swearing at the staff. Oh boy, my nice mom is gone. Say hello, to sundowners syndrome and her living in the past of about 30 years ago. Yesterday, I went to spend some quality time with her. The mean look was on her face. My mom harshly said, “Where have you been? You have a lot of gaul showing up now. Why haven’t you come to see me? Everyone is stealing all my things. The neighbors are selling off all my clothes. You are just showing me defiance. I am hungry, no one has fed me in days.” Then she pointed to one of the staff and said, “See, she is crying.” (No staff was crying.)
Little Diane, felt she was back in high school again. I kept my head and tried to talk her off the ledge (so to speak). She just continued ranting and repeating what she already had said. She was visible agitated. I handed her the banana I had brought and she relaxed by 50%. Every time she repeated that she was hungry, I invited her to eat the banana. She said, “I am not hungry, I will save it for later.” My husband and I continued to talk to her in a calm and reassuring way and an invisible sundowners switch finally turned her back to my nice mom.
About a half hour later, I explained to her that she had memory loss. I explained how I was helping her by having a doctor (podiatrist) trim her toenails this week and she screamed, “Don’t touch me, don’t cut my nails” at the top of her lungs. She said, “I did? Well one doctor hurt me a long time ago.” I told her about another doctor who came to do an eye exam and now she has new glasses and can read again. When she said that she could not understand the staff, I said, “Yes, your hearing is bad and we have an audiologist scheduled to come in and maybe get you a hearing aid.” She loved the explanations, enjoyed me being there, holding her hand and feeling calmness.
Eventually, I said, “Mother I heard that you were yelling and swearing at the staff this week.” She said, “I did? I can’t remember. I didn’t mean to.” Then I said, “When I came in today, you were mean to me and yelled at me.” My mom said, “I am sorry, I didn’t mean to, I don’t remember.” Well, all was forgiven and I was so glad that I did not walk out earlier that day by reliving the harsh criticism and mental abuse of the past.
If your parent has turned mean, just remember it is the monster disease of dementia, sundowners syndrome or Alzheimer’s. (I know it’s easier said that done.) As my mom sundowners continues to progress, I may have to hold onto this apology forever. She may not have the brain cells left in vascular dementia to be cognitive enough to apologize.
Her psychiatrist says the sundowners has progressed to the point of needing medications to help her. I am very protective of my mom and don’t want to over medicate her, but my mom has been in her own daily mental torture for about three weeks. My goal is to keep her comfortable and pain free. If the medications can give her peace, I am now all for them.
Please share your successes, failures or comment below to join the conversation and interact with other senior living professionals on what is currently being effective to increase occupancy on a nationwide basis.
Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available at Amazon.com with a 5-star rating. The book is required reading at George Mason University as a part of its marketing curriculum. Within this book, the author developed a sales & marketing method with 12 keys to help senior living providers increase their occupancy. Masson developed this expertise as a marketing consultant, sought-after blogger for senior housing and a regional marketing director of continuing care retirement communities in several markets. She has also been a corporate director of sales and a mystery shopper for independent living, assisted living, memory care and skilled care nursing communities in multiple states. Most recently Masson was recruited to consult for two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Interestingly, this career started when she was looking for a place for her own mom and helped her loved one transition through three levels of care.
© Marketing 2 Seniors| Diane Twohy Masson 2013 All Rights Reserved. No part of this blog post may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials. You may share this website and or it’s content by any of the following means: 1. Using any of the share icons at the bottom of each page. 2. Providing a back-link or the URL of the content you wish to disseminate. 3. You may quote extracts from the website with attribution to Diane Masson CASP and link https://www.marketing2seniors.net For any other mode of sharing, please contact the author Diane Masson.
by Diane Masson | Nov 17, 2013
Here are 10 bright ideas on how the operations team can WOW senior living prospects and help increase sales and occupancy.
- Does the housekeeping department touch up the entrance to the senior living community and tour path areas several times per day (particularly in the fall when leaves are everywhere)?
- Are the retirement community’s walls touched up by maintenance on a regular basis (as they get marked up by walkers)?
- Will dining services make a WOW presentation of the food and use the china instead of disposal plates and styrofoam cups?
- Are the receptionists willing to stand up to greet marketing guests?
- Does the activity director reschedule resident classes in advance, so residents are not angry with the marketing staff on the day of an event (seniors don’t like short notices)?
- Will the transportation department pick up senior living prospective residents who don’t drive and transport them to and from the senior living community for a tour?
- Are the landscaping, signage and building exterior in prime condition for first impressions?
- Does every department head go out of their way to introduce themselves to senior living prospective residents?
- Has every manager encouraged their frontline staff to smile and greet all guests and residents?
- Will department heads take two hours per month to help at sales and marketing events?
Please share your successes, failures or comment below to join the conversation and interact with other senior living professionals on what is currently being effective to increase occupancy on a nationwide basis.
Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available at Amazon.com with a 5-star rating. The book is required reading at George Mason University as a part of its marketing curriculum. Within this book, the author developed a sales & marketing method with 12 keys to help senior living providers increase their occupancy. Masson developed this expertise as a marketing consultant, sought-after blogger for senior housing and a regional marketing director of continuing care retirement communities in several markets. She has also been a corporate director of sales and a mystery shopper for independent living, assisted living, memory care and skilled care nursing communities in multiple states. Most recently Masson was recruited to consult for two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Interestingly, this career started when she was looking for a place for her own mom and helped her loved one transition through three levels of care.
© Marketing 2 Seniors| Diane Twohy Masson 2013 All Rights Reserved. No part of this blog post may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials. You may share this website and or it’s content by any of the following means: 1. Using any of the share icons at the bottom of each page. 2. Providing a back-link or the URL of the content you wish to disseminate. 3. You may quote extracts from the website with attribution to Diane Masson CASP and link https://www.marketing2seniors.net For any other mode of sharing, please contact the author Diane Masson.
by Diane Masson | Nov 10, 2013
There were such a variety of responses to “How Many Calls Does Your Senior Living Team Make Per Month,” I am choosing to expound with a more in-depth part 2. Senior living sale professionals responded with call requirements from 20 calls an hour to 40 completed calls per week. Someone else’s retirement community had mandated 53 connected calls per month.
Here is one response:
“Diane, I have enjoyed reading your blogs on seniors, which are informative with best practices. This one on “How Many Calls A Month” made us gasp with the large number of calls a sales team is expected to make nowadays. 500 to 1,000+ calls a month must be only cold calling behind a closed door and doing nothing else like sales events, tours, refurbishment oversight, building relationships with future residents, community and church relations, follow up on leads and inquiries, application process, and administrative team projects.” Nancy
My response: These calls were not cold calls, so here is a more detailed explanation.
My example in part one had a marketing director with 469 calls and her two team mates with 340 and 315 calls respectively. These sales calls included: call-ins, voice-to-voice call-outs and left messages. I believe if someone leaves a great message, seniors will call back. Our requirement is 75 calls a week or 300 per month. This is not one isolated goal. Another goal is 20 initial or repeat tours per month. This tour goal does not include post-closing appointments after a deposit has been taken.
Yes, these senior living sales people have other responsibilities including three events per month (all day), responding to Internet inquiries, weekly strategy meetings, book reviews, overseeing apartment renovations for their clients, and managing his or her move-ins (paperwork, relationship building, setting up health assessments, family tours and etc.).
If you don’t have sales and occupancy goals, then no one has a pinnacle to reach. This team produced five Continuing Care Retirement Community (CCRC) sales in the last eight days. They have hit the quarterly move-in goals this year and are currently close to hitting the fourth quarter goal and going to Disneyland. This year, they have produced the most CCRC move-ins at their retirement community since 2005.
Please share your call, tour and move-in quotas to converse with other senior living sales professionals. Let’s hear about the variety of quotas out there. It will also be interesting to know if you are hitting your move-in goals based on your calling goals.
Please share your success, failures or comment below to join the conversation and interact with other senior living professionals on what is currently being effective to increase occupancy on a nationwide basis.
Diane Twohy Masson is the author of “Senior Housing Marketing – How to Increase Your Occupancy and Stay Full,” available at Amazon.com with a 5-star rating. The book is required reading at George Mason University as a part of its marketing curriculum. Within this book, the author developed a sales & marketing method with 12 keys to help senior living providers increase their occupancy. Masson developed this expertise as a marketing consultant, sought-after blogger for senior housing and a regional marketing director of continuing care retirement communities in several markets. She has also been a corporate director of sales and a mystery shopper for independent living, assisted living, memory care and skilled care nursing communities in multiple states. Most recently Masson was recruited to consult for two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Interestingly, this career started when she was looking for a place for her own mom and helped her loved one transition through three levels of care.
© Marketing 2 Seniors| Diane Twohy Masson 2013 All Rights Reserved. No part of this blog post may be reproduced, copied, modified or adapted, without the prior written consent of the author, unless otherwise indicated for stand-alone materials. You may share this website and or it’s content by any of the following means: 1. Using any of the share icons at the bottom of each page. 2. Providing a back-link or the URL of the content you wish to disseminate. 3. You may quote extracts from the website with attribution to Diane Masson CASP and link https://www.marketing2seniors.net For any other mode of sharing, please contact the author Diane Masson.
