Marketing 2 Seniors | The Blog
with Author: Diane Masson
No hot leads? Seriously?!!?
Are hot leads attitude or reality? I say attitude! Some senior living sales people expect a prospective resident to walk in and say, “I have my house on the market and I’m ready to move into your retirement community.” How often does this happen? It could happen 20% of the time. This means 80% of the time, a sales person needs to build a relationship, document it in the database and do the dreaded follow up phone calls. Oh yeah, it’s called work. If it was easy selling senior living, retirement counselors would be paid minimum wage.
With proper nurturing, over time, a cool lead can become warm and a warm lead can become hot!
Too many senior living sales people say they don’t have any hot leads. Yet, if you were a little mouse on their shoulder, while they met with a senior…. This is what you might hear the prospective senior resident say, “I’m not ready yet (NRY).”
In sales they say, don’t listen to the first no. Well I say, don’t listen to the first 10 NRY! The senior can still be a hot lead (ready to move in a few months)!
NRY simply translated means I am scared. It’s hard for a senior to give up their home of 30, 40 or 50 years and move. It’s a lot of work. The more time they spend at your retirement community the better. They will fall in love with your residents. Then the senior can decide they will gain more by moving into your retirement community, than what they are giving up.
The mindset of the sales person dictates how many hot leads they have. Believe – truly believe the seniors are ready to move in sooner than what the prospective resident actually says to you. Typically just cut the time frame a senior says in half.
Please share your success, failures or comment 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 for sale at Amazon.com. Masson’s book will be required reading at George Mason University in the Fall as part of the marketing curriculum. She is currently consulting with Seniors For Living and two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Connection and partnership opportunities: Email: diane@marketing2seniors.net
15 CCRC Move-Ins in One Month?!!?
Then add another 17 Continuing Care Retirement Community move-ins scheduled for these two California CCRC’s in the next 3 months…This has been the result of a good work ethic for the previous 3 months.
- 300 calls per month per sales person
- 20 tours per month per sales person
The sales will come when the work ethic is in place – trust me – it works.
Break the monthly goal down to a daily goal of 15 calls and one tour per day. A new senior living sales person can easily do it. A director of marketing with sales responsibilities can do it too.
In order for the two senior living sales teams to have this much success – they need to be backed by amazing operational teams that support marketing 100%:
- First, you need to have enough leads walking in the door and coming to events. Hopefully your corporation supports marketing with an adequate advertising budget.
- Do you enjoy a great reputation of serving excellent food? Our chef is a tremendous support to my teams and makes events and tours memorable.
- How is your health care reputation? Do the local hospitals and doctors recommend your assisted living, skilled nursing or memory care? If they don’t – fix it now!
- Guests need to drive up and see beautiful landscaping, a well cared for building and an ultra clean retirement community. It may be time to remodel if it’s been 10 years or looks tired.
- Friendly residents and smiling staff – these two can make or break sales and my communities have both!
- Can prospective senior residents SEE your residents having fun with an amazing calendar of events including regular live entertainment, exciting outings and themed meals? Seniors won’t move to a boring retirement community.
- Transportation can even increase sales by their willingness to pick up prospective residents and bring them in for a tour or an event.
So set a monthly sales goal for your retirement community and have everyone participate in achieving it. When the sales come, it is not for the glory of marketing, it’s an entire retirement community’s achievement. Everyone wins and the residents love having new vibrant seniors to connect with at dinner and activities.
Please share your success, failures or comment 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 for sale at Amazon.com. Masson’s book will be required reading at George Mason University in the Fall as part of the marketing curriculum. She is currently consulting with Seniors For Living and two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Connection and partnership opportunities: Email: diane@marketing2seniors.net
Ready for Boomers Texting Your Food?
My husband Chris and I received this unappetizing text, with a photo of food, from our friend Dave in rehab. This was the text:
Chris: How are you, what are you doing?
Dave: Nothing, this is my meal…
Chris: That looks horrible.
Dave: Yeah tell me about it. This tastes as good as it looks – which is terrible.
Diane: Which rehab are you at?
Dave: XXXX in Federal Way, WA.
Diane: The food looks disgusting, I am so sorry, how have the other meals been?
Dave: Just as bad…
Would I ever recommend this place to anyone based on this photo – no way! Get ready for the boomers texting their meals to their other boomer friends.
Institutional food is a thing of the past. Most retirement communities offer chef prepared meals now. The boomers have a discriminating palette and won’t tolerate bad food.
Are you proud of the food you are serving at your Rehab, Skilled Nursing Center, Healthcare Center, Long-term Care Facility, Assisted Living, Independent Living, Memory Care or Continuing Care Retirement Community? Would you eat it?
Please comment 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 for sale at Amazon.com. Masson’s book will be required reading at George Mason University in the Fall as part of the marketing curriculum. She is currently consulting with Seniors For Living and two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Connection and partnership opportunities: Email: diane@marketing2seniors.net
Strategizing Hot Leads?
Are you strategizing out your next move with warm and hot senior housing leads on a daily or weekly basis? A senior living sales person should always take time to reflect after an appointment with a prospective resident. Immediately input notes into your lead database system (like REPS). If you wait until the end of the day or don’t use a database system, this could be negatively affecting your occupancy. Jot down some key situational information:
- Where are they living now? Home value?
- What prompted his or hers visit?
- Is anyone helping them now?
- What is their greatest concern?
- Are they lonely?
- Health issues?
- Pets?
- What is most important to them in a future home?
- Which apartments did you show them and which one did they like best?
- Assets? Monthly income?
- What did they like best about your retirement community?
- Could they see themselves living in your community?
- Timeframe for moving in?
As a senior living sales person reflects on the above situation, a strategy for the next step in the sales process can start to formulate. It is extremely beneficial to run this by a sales collogue, your director of marketing or your executive director. I don’t care how many years that you have worked in this business; two heads can strategize better than one. I discuss hot leads with my teams every week. Team members contribute excellent suggestions to help a warm lead become hot or help turn a hot lead into a move-in.
Strategizing leads can be the spice of life to help increase your occupancy! It works!!!
Please comment 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 for sale at Amazon.com. Masson’s book will be required reading at George Mason University in the Fall as part of the marketing curriculum. She is currently consulting with Seniors For Living and two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Connection and partnership opportunities: Email: diane@marketing2seniors.net
Moving My Mom 1000 Miles From Assisted Living to Skilled Nursing Care (Part 2)
Every time she asked where we were going, I said to lunch.
Organizing a move of this magnitude is a pile of paperwork combined with a daughter’s worry of every possible outcome going wrong.
The long story short is it took my husband Chris and I, seven hours to move my mom with vascular dementia 1000 miles. Is it the best thing for her – yes! Did it almost kill me – yes! But there were blessings along the way including moments and memories of complete clarity that I will always treasure. I still see my mom in my minds eyes as her former mentally astute self, but now she can’t remember what she had for breakfast. Why I am moving my mom is shared in Part 1.
My Mom’s Moving Day
I had a 50/50 chance that she would be having a good day, when we arrived at her assisted living community for the move – it was a BAD day for her. She was anxious, hungry and wandering around for some attention. I talked to a caregiver and took her to breakfast in the dining room as my husband packed her suitcases. The goal was for her not to be stressed out about moving and we accomplished that goal.
Two days before the move, we had organized her entire room and decided what we were taking, what had to be shipped separately and what was going to goodwill. She never knew, because we took turns with her.
On the way back from breakfast, my mom sensed that something was up. When four people were outside her door, she asked why. They scattered and a caregiver gave the morning medications to her. While she was eating we had gathered all her medications, personal affects and created a special bag to handle incontinence on the way – which was my greatest worry.
She didn’t want to get in the car, but Chris and I coaxed her in. The drive to the SeaTac Airport was enjoyable for her. My friend Stephen was the driver and he was wonderful with my mom. The arrival at the airport with the hustle and bustle created immediate anxiety for her. She thought that she was seeing Chris and I off and wondered when she would see us again. Chris said, that she was coming with us. She said that she would not get on a plane. Oh boy…thank goodness for anti-anxiety medications.
Getting through security was crazy, my mom’s bag beeped because of liquid medications. So one of us had to be tested for bomb residue on our hands. We all got separated, bags were being retested for bombs and my mom was all-alone for 3 minutes. They ended up testing her for bomb residue – seriously!!?! Then we headed out to the gate.
I ran to get lunch, because I had promised my mom Ivar’s fish and chips. Every time she asked where we were going, I said to lunch. She would immediately calm down.
We were wheeling her onto the plane and just as they were transferring her to another wheel chair to take her down the aisle, she announced that she needed to use the restroom. I just wanted to get her on the plane, but we had to go back to the concourse and use the family restroom. There was – of course – a wait for it. We took care of my mom and I thought we would miss the plane, but a security breach had happened and we had to wait another 30 minutes to board. All our bags, my mom’s medications and the lunch were on the plane.
When we finally got on the plane and I said we were having lunch. My mom said her first funny, “Are you just saying we are having lunch or are we really having lunch?” I laughed and pulled out the fish and chips. We really had a great time on the plane, she knew she was on a plane and said she was having fun. I brought family pictures for her to look at and a stuffed bear to hold.
My mom slowly processed the move on the plane. She was excited about going to California and remembered being born there and going to college at UCLA. She was happy, calm and smiling…
My mom was fantastic and the incontinence was not an issue, even after we landed – whew… The Freedom Village driver picked us up and we took her to her new home at the Freedom Village Healthcare Center. In a week or two, I will describe the transition…
Please comment 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 for sale at Amazon.com. Masson’s book will be required reading at George Mason University in the Fall as part of the marketing curriculum. She is currently consulting with Seniors For Living and two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Connection and partnership opportunities: Email: diane@marketing2seniors.net
Moving Mom 1000 Miles – Assisted Living to Skilled Nursing
Diane and her Mother
Well, it is a complicated process moving a parent from an assisted living to skilled nursing. Add 1000 miles into the equation and prepare for asking a tremendous amount of favors and help with no physical eyes on the situation. This is my story…
My mom has lived in a Continuing Care Retirement Community in Seattle, WA for 15 years. For the past 7 years, she has lived in Assisted Living. Her ailments have progressed to diabetes, severe vascular dementia, incontinence and now all symptoms indicate breast cancer. Short-term memory loss and 90 years of age does not equate to any invasive procedures or surgeries. When I visit her one-day, she has no memory of my visit the next day.
I could not stomach her completely alone (no children in the same state) and moving to the next level of care or a hospice community. So my husband and I decided to quickly move her to Southern, CA, before she could not travel anymore.
All professionals who know my mom and I have been very supportive of this move. Here are some of things that had to be put in place for this transition: Coordinating with the assisted living team where she lives, a nurse consultant to assess her and be our eyes in another state, her doctor, a home healthcare agency to take her to the doctor, the social worker at the HMO, the skilled nursing community that she was moving to, the federal government regarding her medical insurance and a Medicare representative.
The paperwork and logistics included filling out 27 pages of a Medi-Cal application, finding 22 additional documents for Medi-Cal, providing all the information that the new skilled nursing required, buying plane tickets, combining all our plane seats into one row, having someone drive my mom and us to the airport in Seattle and having Freedom Village Skilled Nursing pick us up at the airport when we arrive in California – whew!!!!
My mom does not know that she is going to move, because she cannot mentally process anything beyond 30 seconds in the short term and it would create anxiety for her – not understanding.
I am going to continue sharing my story as this moves takes place over the next few days. Prayers and patience are needed to survive this. I am excited for my mom to be located by our family in California and terrified of travel day. I am her protector and don’t want her to suffer in anyway emotionally or physically. It’s thrilling that my company in California is welcoming my mom with open arms – thank you Freedom Village.
Please comment 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 for sale at Amazon.com. Masson’s book will be required reading at George Mason University in the Fall as part of the marketing curriculum. She is currently consulting with Seniors For Living and two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Connection and partnership opportunities: Email: diane@marketing2seniors.net
How Do You Pamper Your New Move-Ins?
Do you treat them like royalty? Yesterday at Disney World they introduced the 11th princess, Merida (from Brave), and you know what they did? All the other princesses came out to meet her and make her feel welcome publicly.
Some of you work in rental communities, where senior residents can give a 30 days notice at the drop of a hat –- if they are not happy. Those of you with entrance fee Continuing Care Retirement Communities typically have a 90-day 100% refund – if the resident is not satisfied.
Recently, I have seen seniors moving from one senior living community to another, because the resident had poor transportation service, bad hamburgers or care promises not kept. Seriously??!!?? Why aren’t senior living providers working harder to keep their clients?
Remember the first day of high school? Walking into the cafeteria for the first time and wondering who to sit with or who would accept you? Residents can feel the same way, when they move to a new senior housing community. This fear can easily be off set by arranging dinners with different resident hosts for the first week.
How are you rolling out the red carpet at your retirement community for new residents?
Do you have someone dedicated to greeting new move-ins? Are other residents reaching out to them and showing them the ropes on how to order in the dining room or the other little nuances of your community? How are new move-ins integrating with the other residents? Is there a focus on treating the new residents like royalty? Do your maintenance, housekeeping and dining service teams all reach out with special services on the first day? If not, they should be…
What do you do to pamper your new move-ins?
Please comment 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 for sale at Amazon.com. Masson’s book will be required reading at George Mason University in the Fall as part of the marketing curriculum. She is currently consulting with Seniors For Living and two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Connection and partnership opportunities: Email: diane@marketing2seniors.net
Your Marketing Reputation – Implications and Promises
Do you and your retirement community’s reputation align? I love it when I hire a senior living sales person and they say, “I want to make sure this community will deliver what I promise to the customer.” Then they may go on to share a horror story of a previous senior living provider and how this was not the case. It’s hard to imagine these sad stories and how seniors can be mistreated.
In today’s world of social media, blog posts and online commenting – operations at senior living organizations have to work hard to maintain an excellent reputation. Around 97% of a retirement community’s employees are operations (taking care of the residents) and 3% are the friendly faces to increase the occupancy. Sales and marketing represent the good faith promise of taking care of a senior or someone’s parent in a compassionate, respectful and timely fashion.
I believe longevity of staff plays a key role in providing consistent quality care and services in independent living and Continuing Care Retirement Communities settings. A well run operational team is even more important in the higher levels of care like assisted living, memory care and skilled nursing care where the senior residents are most vulnerable.
Does the right hand always know what the left hand is doing?
Executive directors (E.D.) and administrators can be the glue that connects operations and sales. An excellent operations team is a key to enjoying a great reputation of quality care with local hospitals and doctors. Residents and guests will always speak out about the food quality; this can make or break new sales. A great E.D. will have operations focus on sales and marketing. This includes excellent customer service for all senior residents and guests (in every department). On the other side of the coin, sales and marketing need to accurately represent what the community really provides (don’t promise more than what can be delivered with your licensing).
It’s easy to spot the good quality teams! Just walk down the hall of any retirement community and see the faces of the employees. Smiles and happy dispositions indicate that they enjoy their work and have a team spirit. Sour faces already speak negatively to the quality of care provided for the residents.
I hope you and your retirement community enjoy a good reputation…
Please comment 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 for sale at Amazon.com. Masson’s book will be required reading at George Mason University in the Fall as part of the marketing curriculum. She is currently consulting with Seniors For Living and two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Connection and partnership opportunities: Email: diane@marketing2seniors.net
Misclassifying Leads Can Decrease Move Ins
After the initial tour are you or your senior living sales people classifying the lead correctly in your database and following up with the prospective resident appropriately?
What is your retirement community’s definition of a hot lead?
Many senior housing professionals only classify a lead as HOT if:
- The senior says they want to move someplace right away.
- They tell you their home is on the market.
- The adult child says their mom or dad is in the hospital and can’t move back home.
Here are some more lead situations that I would classify as hot (Even if they say – “I AM NOT READY YET!”):
- The senior is considering putting their home on the market.
- Someone wondering how long they should continue living in their home.
- Telling you they are about a year away, but also saying it has been difficult managing in a two story home.
- My spouse has just been diagnosed with…
Prospects don’t jump up and down and say I am an easy sale. Senior Living Sales is an art and it’s up to us to read between the lines. If someone comes to see you in person, they should be a warm or hot lead until they clearly indicate they are not. They walked into your senior living community for a reason…
Post-analyze their situation in the quiet of your office. This can help you strategize how you can help move someone forward the next time you talk to them. Some sales people (particularly green sales people) can benefit from strategizing with their boss to determine the next course of action with a prospective resident.
Can anyone share how they read between the lines, helped a senior solve their problem and it resulted in a move in?
Please comment 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 for sale at Amazon.com. Masson’s book will be required reading at George Mason University in the Fall as part of the marketing curriculum. She is currently consulting with Seniors For Living and two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Connection and partnership opportunities: Email: diane@marketing2seniors.net
Persistence
Yes, this blog post is about one word for senior living sales people today! Do you have it or not?
- Persistence is 100 phone calls a week, when you don’t have many tours happening.
- Persistence is believing a senior will move in eventually, even when they say they are not ready yet.
- Persistence is calling back your sale, just to make sure they are okay – when they may be very stressed out about moving to your community.
- Persistence is continuing to smile and dial after hearing 15 no’s in a row.
- Persistence is calling someone back after they hung up on you a week ago (they were only having a bad day and now they are fine).
- Persistence is generating the energy between 3:00 to 5:00 PM to continue calling the database.
- Persistence is calling someone the next day after a tour or an event, while the prospect’s emotion is still high.
- Persistence is asking a senior what their time frame is for moving in, after they said they are not ready yet.
- Team persistence is calling through your retirement community’s database every four months.
- Persistence is leaving a message for someone once a month for year and they finally walk in your office, recognize your voice and say they are ready to move in now – yes this happened to me.
This blog post is dedicated to the FBI in Boston, who persistently tracked the bombing suspects.
Please comment 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 for sale at Amazon.com. Masson’s book will be required reading at George Mason University in the Fall as part of the marketing curriculum. She is currently consulting with Seniors For Living and two debt-free Continuing Care Retirement Communities in Southern California – Freedom Village in Lake Forest and The Village in Hemet, California. Connection and partnership opportunities: Email: diane@marketing2seniors.net
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