Lift Newsletter (September 2018)

September 2018 //

Inspiring Senior Lifestyle Marketing

GATE

CLOSED

Are you on board with Q4 events?

PARTNER WITH

THE GRAPE

You dream it. We’ll do it.

& Sales Teams to New Heights

We’re Expanding Our Reach Referral Outreach Program is Getting an Overhaul

In The Shop Weekly Workshop Topics: Online Reviews and Social Media

Fresh Paint

Base Collateral Ref resh Coming Soon

A MESSAGE FROM THE CREW Attention Passengers: We are a little more than halfway through our 2018 flight. We want to make sure we finish 2018 strong! Our marketing team continues its

mission to provide you with the best tools and training to help you be

successful. We encourage everyone to take the time to learn about all of our new technologies, collateral and strategies and how they affect your role. Reading this newsletter is a great way to start.

If you have questions, just ask!

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GATE CLOSED Are you on board with Q4 events?

Did you miss the September 1 deadline?

Contact Catalyst to make changes to your traffic form.

Remember, getting your orders in early means we can get the best placement and have time to create community-specific ads. Any later, and you may have to settle for general branding ads in not-so-ideal locations.

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Outreach Update: Coming Soon

We are tackling an overhaul of our referral outreach program and are getting excited to show you the results! Get ready for new tools, resources, promos and events all tailored to get the most important referral sources connected to your community.

embraceTM Memory Care

Just a reminder that the embraceTM refresh marketing materials are

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available in the store now! Be sure to check out the new embraceTM logo apparel too.

Invoca Reports: Lead Sources

It’s easy to see exactly where your leads are coming from with Invoca.

With this new report, you can immediately see the lead source bringing in the highest volume of calls. There is also a quick training to help you leverage this new tool!

Collateral Refresh

We’ve heard you loud and clear! You want more

exciting base collateral like rates sheets, brochures and pocket folders. A new design is in the works and will be in the store soon.

Weekly Workshops Our weekly workshop topics for September will be: • Online Reviews • Social Media

Join us on Thursdays at 11:00 a.m. CST to learn more about these vital marketing strategies.

Also, this conversational platform is an excellent opportunity to ask about other marketing questions on your mind!

HOLIDAY SOIREE? UGLY SWEATER CONTEST?

If you’ve got an idea for a custom event, Grapevine Designs will help you create the buzz. From design to copywriting, your flyer, Facebook post or mailer can tell the world about the exciting happenings in your community. Just fill out a Creative Request Form.

Dream it up. Give us the details.

Let’s work together.

R ES ID E NT M A R K E TI N G CO M PLI A N C E G U ID E LI N ES Wondering what’s required in incentive terms and conditions? What logos are a must-have?

What words NEVER to use? Get all your questions answered in the Resident Marketing Compliance Guidelines on the Compliance Intranet and Policy Site. It’s everyone’s job to ensure that Senior Lifestyle adheres to all legal requirements. If you have any questions, please email marketingsupport@seniorlifestyle.com. Download the guide now.

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PA RT N E R WI T H

THE GRAPE.

YOU DREAM IT. WE’LL DO IT. With a team of strategists, analysts, copywriters, designers and quality assurance staff, we’re the behind-the-scenes people that can make all your community communications look and sound great.

• Brochures

• Emails

• Apparel

• Floor plans

• Flyers

• Custom events

• Rate sheets

• Branded promotional items

• Custom collateral

• Invitations

• Plus outreach eblasts sent to your LEAP list

LET’S MAKE YOUR MARKETING MEMORABLE. For custom requests, fill out a Creative Request Form. Otherwise visit our online store and Marketing Campaigns Catalog.

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PLANES AND TRAIN-ING: A TIP FROM OUR TRAINING PROS W H A T D O E S I T R E A L LY M E A N T O C L O S E ?

So many times in sales we are asked to “close” a customer or we’re asked how many more can we close during the last week of the month. What does that really mean, to close someone? A sales professional will likely say, that means to bring the sale to a close by obtaining a financial commitment from the customer.

While that might be true, that concept doesn’t really sit well with me. In our line of work, we do so much more than close a customer. We are working with people, specifically seniors and their families, and we are providing a much needed service by providing care, a safe place to live and an engaging day they’re currently not receiving. Our sales philosophy is to build the relationship so we can create trust with our customer and the phrase, “close one more” just leaves me cold.

“Oh! There are four more seniors who need my help. There are four more seniors who need a safe place to live!

Who are they? Where can I find them to provide solutions they need?” By becoming wildly curious about the who (a senior who needs help) you move from a number (four more!) to a person.

Sometimes by shifting how we think or look at a topic it helps us to open ourselves to more possibilities. Because all we mean when we say, “close someone,” is ask. All along in the sales process, we are asking and confirming the solutions we provide are the right fit for our customer. It’s natural to ask for the next step, which is a deposit, a move-in date, an assessment if the timing is right for the senior. The ask must be appropriate to their needs and Let me suggest a paradigm shift. What fit the timing of the customer’s journey. if instead of thinking, “Ugh! I have to By focusing on the ask, we can lose the close four more! I don’t know what to do! pressure of the close and be open to There’s so much pressure!” you thought, helping more seniors call SLC their home.

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THIS IS YOUR CAP

Janine Witte, Nation

Do what works for you… There are many ways to evaluate and measure performance. Some will make more sense to you than others. What is most important is that you understand what you need to accomplish daily, weekly, monthly and quarterly to achieve your move in success.

“THERE ARE MANY WAYS TO EVALUATE AND MEASURE PERFORMANCE.” Let me take you through a couple scenarios. When we calculate the New Lead to First Tour conversion ratio, we

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are taking the number of first tours (let’s say 4) and dividing it by the number of new leads (let’s say 10) = 40% New Lead to First Tour conversion ratio. Another way you can monitor your progress to your goal is to change the math! Take those 10 new leads and divide it by those 4 first visits = 2.5. This means it takes 2.5 new leads to obtain a first visit.

The same can be done with your outreach/business development goals.

Let’s assume last quarter you completed 90 appointments/drop bys. Let’s also assume you generated 15 professional referrals. 15 referrals divided 90 appointments/drop bys = 17%. That

PTAIN SPEAKING…

nal Director of Sales

means your efforts in outreach have a 17% return. You can reverse the math and see that is takes 6 appointments/ drop bys with professionals to generate a professional referral (90 appointments/ drop bys divided by 15 referrals). If you have a goal of 8 professional referrals every month, then you could develop your outreach plan to see 48 professionals per month or challenge your current comfort

zone and see if there is better opportunity with other professionals or organizations in your market!

“...CHALLENGE YOUR CURRENT COMFORT ZONE AND SEE IF THERE IS A BETTER OPPORTUNITY...”

Have a burning question that needs an answer? Submit your question here.

We hope you enjoyed your time with us!

Look forward to seeing you soon.

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303 E Upper Wacker Drive, Suite 2400 Chicago, IL 60601 www.SeniorLifestyle.com