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Internet Marketing for Senior Housing Clients Andy Cohen, Caring.com I Josh Evans, Velocify I DJ Greenagel, DirecTravel


UNDERSTANDING THE INTERNET CONSUMER

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AGENDA

• The Impact of the Internet on Shopping • Case Study #1: Autos • Case Study #2: Mortgages • Case Study #3: Corporate Travel • Case Study #4: Senior Housing • Where Do We Go From Here?

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CASE STUDIES 1 & 2: CARS & MORTGAGES JOSH EVANS, VELOCIFY

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15+ Years in Online Business Models

Josh Evans

SVP, Client Success Velocify

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THE EVOLUTION OF AUTO BUYING/SELLING

90’s

6

2000’s

Today


THE EVOLUTION OF MORTGAGE BUYING/SELLING

90’s

7

2000’s

Today


WHAT WE KNOW

So many problems with how sellers respond today

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1/3 OF BUYERS DON’T GET A RESPONSE 40%

Percent of Prospects

30%

20%

10%

0%

Seconds

Minutes

Hours

Days

Initial Call Response Time Source: Velocify Fortune100 Study, April 2014

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Weeks

Did Not Receive a Call


IT’S A PERVASIVE PROBLEM Percentage whose inquires have been completely ignored

Source: Zogby/Velocify Buyer Expectations Study, October 2013

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NOTHING IS WORSE THAN “NO REPSONSE” Common themes from buyers describing their worst experience with online inquiries

Source: Zogby/Velocify Buyer Expectations Study, October 2013

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CONVERSELY, FIRST CALLER HAS AN ADVANTAGE Percentage who believe the first company to call has an advantage over the competition

Source: Zogby/Velocify Buyer Expectations Study, October 2013

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YET, ONLY A MINORITY FOLLOW-UP IN 24 HRS 40%

Percent of Prospects

30%

20%

10%

0% Seconds

Minutes

Hours

Days

Initial Call Response Time Source: Velocify Fortune100 Study, April 2014

13

Weeks

Did Not Receive a Call


Percentage of Prospects

AND, MOST REPS GIVE UP AFTER 1 ATTEMPT

Number of calls received Source: Velocify Fortune100 Study, April 2014

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SO MUCH $$$ BEING LEFT ON THE TABLE…

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YOUR COMPETITORS THANK YOU…

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WHAT DRIVES RESULTS?

What you can do to drive a better experience.

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RESPOND, FAST: IT HAS THE GREATEST IMPACT

Source: Velocify Ultimate Contact Strategy Study 2012

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DON’T GIVE UP TOO SOON: 6 ATTEMPTS IS BETTER

Source: Velocify Ultimate Contact Strategy Study 2012

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IMPLEMENT A CONTACT STRATEGY “The Ultimate Contact Strategy”

1

4

5

8

14

15

Days

6 calls = +49% conversion 5 emails = +53% conversion Following Full Strategy = up to 8X conversion Source: Velocify, Ultimate Contact Strategy Study, 2012

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TIPS IN SUMMARY

1 2 3 21

Know what your buyer wants Be Diligent in responding to Leads

Spend Time on Process & Systems


FREE SALES RESEARCH AT VELOCIFY>COM

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THANK YOU! FOLLOW US ON TWITTER @VELOCIFY

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CASE STUDY 3 B2B CORPORATE TRAVEL DJ GREENAGEL, DIRECTRAVEL

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CORPORATE VS. LEISURE TRAVEL Corporate

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Leisure

• Business Sales & Service

• Fun & relaxation

• Conferences & Meetings

• Sightseeing & shopping

• Presentations & Demo’s

• Visit parks & attractions

• B2B Relationship

• Drink a lot


THE BIG SHIFT TO ONLINE SHOPPING

• Airline Web Sites • Hotel Chain Web Sites • Aggregators – Kayak, Sidestep, Priceline, Hotels.com

• Online Agencies – Travelocity, Expedia, Orbitz

• Corporate OBT’s – Concur, Rearden, GetThere

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THE CORPORATE RESISTANCE TO CHANGE • Industry Pressure to Reduce Distribution Costs • Rogue Travelers Booking Online • Perception that Internet Fares are Cheaper • Corporate Travel Manager – Change or Die

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THE BIG SHIFT IN CORPORATE TRAVEL • Knowledge Drives Consumer Behavior • Attract Customers via Focused Technology • Agencies Listened to Corporate Travel Managers – Corporate Online Tools with Policy Embedded – Mobile Technology – Reporting Capabilities for Out of Policy

• Traveler Education & Satisfaction

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CORPORATE TRAVEL & SENIOR HOUSING TODAY

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Corporate Travel

Senior Housing

• Educated Travelers & Travel Managers researching online

• Educated Families & Professionals researching online

• Reviews Matter: Trip Advisor, Yelp

• Reviews Matter – Caring.com, Retirement Homes

• Digital Communication

• Embracing digital marketing


CASE STUDY 4 SENIOR HOUSING ANDY COHEN, CARING.COM

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HOW IT USED TO WORK

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HOW IT WORKS NOW

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LONG-DISTANCE SEARCH: ROBIN’S STORY

Daughte r

Mother

“The distance is stressful, and when I found Caring.com and talked with an advisor, my stress just melted.” 33


LOCAL SEARCH: PAULETTE’S STORY

Mother & Daughte r

“The staff is very attentive to her needs and so very supportive of our family. It’s been a very stressful journey… I’m thankful for the women at this facility who make a home complete with comfortable surroundings and loving touches.” 34


LOCAL SEARCH: JOAN’S STORY

Daughte r

Mom

“Your website has been very helpful in reading reviews. I want to know what other folks think before I sign up for a place.” 35


KEY DIFFERENCES Old Adult Daughter

New Adult Daughter

• In the market

• Lives out of town

• Professional referrals

• Internet searches

• Location and price

• Location, price and reviews

• Home to answer the phone

• May not want to talk to you on the phone

• Can tour during the week

• May only be able to tour on the weekend

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HOW TO HANDLE INTERNET LEADS Be Findable Use 3rd Parties to Generate Leads Efficiently

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HOW TO HANDLE INTERNET LEADS Hire a Specialist Have a Plan

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#1 Website for Senior Care Reviews

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THANK YOU! 40


2014 alfa conference understanding the internet shopper