The Lift | February 2019

February 2019 //

Inspiring Senior Lifestyle Marketing & Sales Teams to New Heights

SALES & MARKETING ALL-CALL

A Message

FROM TH E C R EW YOU ARE THE PILOT OF YOUR SUCCESS That headline is both empowering and scary. What you can do is all up to you. You’re here because Senior Lifestyle believes in your talents and abilities, and we’re here to support you, too.

“The Lift” is chock-full of information about what’s coming up and going down. Plus, with weekly workshops, emails, Sales Academies, Social Media Academies and training tools, you’ve got your flight plan set.

From Your Sales &

Marketing Leadership Team

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The

News HOLD PLEASE

While we’re auditing Facebook accounts, please don’t change your cover or profile photos.

KEEP YOUR COMMUNITY COMPLIANT If your photos or videos feature visitors to your community, please ask those individuals to sign a photography waiver. You’ll find a

downloadable version with legally approved verbiage on the intranet.

EVENT RSVPs

Events will be posted on Facebook two weeks prior, one week prior and the day prior to the date. As prospects RSVP, you’ll receive

notifications that will go to your community marketing address.

If you haven’t already, please accept your invitation to be your

community’s FB contact, otherwise you won’t receive notifications.

SOCIAL MEDIA ACADEMY If you missed this training, a recording is available on the intranet.

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ARRIVALS C R O S S C H E C K | Prepare for Email Arrivals

Event emailing used to be a one-and-done situation. This year, our strategy has become more sophisticated and engaging. Prospects will now receive three touchpoints prior to each event and one afterwards.

M O N T H LY W O R K S H O P S

Join us Thursdays at 11 a.m. CST. These presentations by marketing and leadership are packed with information and allow time for questions and discussions.

February 7 & 8 Social Media Academy (Recording available on the intranet.)

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February 14

INVOCA

February 28

INVOCA

PACKED UP & Ready to Go

Your community events will be posted on your Facebook page: 2 weeks prior, 1 week prior and the day before your event. Even cooler than that, people will be able to RSVP while they’re online.

D E PA R T U R E S

Web Banners Are a Thing of the Past

After research and statistical analysis, we’ve found banners not to be all that effective. Let’s put our efforts elsewhere.

ENDEAVOR Is Ready to Land Outreach training filled with cool stuff like conversation starters, tips for dealing with objections and pages for your contacts will be here very soon.

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A T TA B O Y !

Hey Kathy Smith! Good going on your interest in the community review cards for The Addison of Pleasant Prairie.

Great conversations make great things happen. Catherine Erikson sends a big thanks to the amazing team members that collaborate about community needs. Amy, Autumn, Tom, David, Liz, Nick and Cheryl that means you.

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Set Your Sights on Q2 Campaigns Time to look at the Marketing Campaigns Catalog to find the events that will lead prospects and referral partners to your door.

Here are some events new to the catalog: APRIL

Artsy April Series

MAY

Sage Gardening Series

Mixology Magic Mimosas or

Baja Beer & Burritos (Cinco de Mayo)

Mother’s Day Brunch

Memorial Day Cookout

JUNE Around the World: Arabian Nights

Father’s Day Brunch

ORDER DEADLINE: FRIDAY, MARCH 1

(Order forms available Friday, February 15.)

Before we leave Q1 behind, talk to your Grapevine account manager about what events worked for you. While we’re tracking information through INVOCA, we still need your input to create the best media plan for your community.

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BUILDING RELATIONSHIPS through Discovery

Cindy Ames, Corporate Director of Sales & Marketing Training

Valentine’s Day is celebrated in February and with that comes thoughts of love and relationships, as well as chocolate. How does a relationship begin that gets to the point where small tokens of love may be exchanged to celebrate the holiday? All relationships typically begin with a conversation. This holds true for the customers we work with, as well as our personal relationships. Asking questions and getting to know someone is how we decide if “this is the one” and we want to continue to celebrate holidays with them on a long-term basis.

For our customers, the relationship begins when they call us or drop by the community for help. Using the INQUIRY TOOL or the COMMUNITY VISIT TOOL allows us to ask them pertinent questions that result in our being able to understand their needs and story. From there, we ask more questions. We do discovery, branch or drill down. Actions that mean the same thing. We seek to learn more. Through this process, we begin to establish a relationship with our customer. This is an important component in helping our customer because not only do we learn of their needs and we share our solutions, we begin to establish trust with them. As their trust in us grows, we are better able to meet their needs through the solutions in our community. After building a relationship, individuals typically partner with those they trust. That is true for our customers.

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PHONE: EMAIL: ADDRESS:

COMMUNITY VISIT

INQUIRY TOOL SET THE TONE I’m happy to share help you?

that information

CUSTOMER NAME:

with you. Do you

Where does your

mind if I ask you

Your (loved one’s)

May I ask your name?

a few questions,

so I know best how

AGENDA

to

CONFIRM AND UNDERSTAND SHOW AND INTRODUCE VALUE AND COST

COMMUNITY VISIT PLANNING TOOL

name?

currently live?

CONFIRM AND UNDERSTAND

WHAT MORE DO I NEED TO ASK/UNDERSTAND/LEARN? HEALTH AND WELLNESS

THINK OF: HEALTH & WELLNESS, LIFE HISTORY, TRANSITION AND FINANCIAL QUESTIONS

DISCOVERY

What did s/he do

WHICH TEAM MEMBERS PROVIDE SOLUTIONS FOR MY CUSTOMER’S NEEDS? WHICH RESIDENTS HAVE SOMETHING IN COMMON WITH MY CUSTOMER? Share the customer’s story during Stand-Up meeting and ask the team member to explain during the visit how they will provide solutions for that specific customer’s needs. Be sure to get the community visit on your ED’s schedule. Seek out residents who have things in common with the customer and ask them if you can make introductions during the community visit.

4. FINANCIAL

one) planned How has your (loved time in her/his life? financially for this

this decision?

Who’s helping make ing? are you consider What time frame

Name

Company

Cell

Email

PROFES SIONAL

VISIT PL

ANNING

PROFES SIONAL ’S CONTAC

Address

T INFORM

Name

WHAT CAN I LEARN?

ATION

sounds shared with me, it Based on what you mentioned). key needs caller

you. We can provide

(name solutions

about us?

I’d like to share my

cell number with

your email?

My email is... What’s

you in case you have

any questions... What’s

for

FEATURES & BENEFITS List your customer’s key needs. What community features would meet those needs and how would they benefit your customer?

your cell number?

What is your preferred

ERY TO OL

CONTACT:

PHONE:

VALUE & COST SOLUTION & TEAM MEMBER:

HOW WILL THIS BENEFIT YOU?

E

to who will be able solutions for needs) to meet s who will provide for your schedule e you to (name associate What works best I’d love to introduc can help (loved one). afternoon? fully about how we tomorrow or this speak to you more (loved one’s) needs, take care of your the folks who can How did you hear

FINANCIAL

Company

RT WIT CHOOSE TWO OR THREE QUESTIONS FROM EACH COLUMN TOHASK THAT PERMIS SION AND MAKES THE MOST SENSE FOR THE PROFESSIONAL YOU ARE VISITING. PURPOS

N

INFORMATIO & GAIN CONTACT

like we can help

COMMUNITY:

& DISCOV

KEY NEEDS:

STA

STEP ACTIVATED NEXT CLOSE TO A TIME

TRANSITION

PROFESSIONAL’S CONTACT AND ACCOUNT INFORMATION

for a living?

MY TEAM & RESIDENT INTRODUCTIONS

3. TRANSITION

LIFE HISTORY

PROFESSIONAL VISIT PLANNING & DISCOVERY TOOL

(Prepare to ask what other options they’re considering and the deciding factor).

2. LIFE HISTORY fun? one) like to do for What does your (loved hobbies & interests?

What are her/his

SS 1. HEALTH & WELLNE today? to give me a call What caused you situation look like)?

(What’s their current concern?

What’s your greatest

method of contact?

GIFT TO ASTOUND Think about what you know about your customer. What gift an you share based on what you know?

Mailing address

WHAT NEXT STEPS WOULD BEST MEET MY CUSTOMER’S NEEDS?

Thank you for your time toda company y. The reas provides on I’m here Review the Outreach Flashcards to gain greater understanding on the professional and. Do to help how you mind we migh is to unde if I ask a t work toge rstand your develop questions. few ques ther? tions, so role and I can bett the serv Do you ices your er understan mind if I d what you take note capture s as we do and all thethe Questions to ask to understand Questions to ask to understand the Professional visit? wha keyPerson points? t you’re saying is importan t and I wan • What do you like to do when you’re not at work?

• How long have you been with this company? t to mak e sure I DISCOV ERY NOT • Who are the important people/animals • What services does your company provide?

ESin your life?

WHAT TWO WORDS DESCRIBE FOR YOU THE VALUE YOU WILL GAIN FROM MOVING TO OUR COMMUNITY?

• What responsibilities do you have in your role?

• What’s your favorite...?

• What do you like best about what you do?

• What does a “perfect” day look like for you?

CARE COST: Determined during assessment

• What do you like the least about what you do?

• What’s your favorite activity?

BASIC SERVICE RATE:

• What do you hope to accomplish in your job this year?

• What’s one thing you love to do that you get to do nearly every day?

• In what way can I best support you in your role?

• Who do you like to spend time with at work?

COMMUNITY COSTS

COMMUNITY FEE: KEY DIF FER ANNUAL INCREASE: ENTIATOR: WOULD YOU LIKE TO LEAVE A DEPOSIT TO HAVE FIRST RIGHT OF REFUSAL ON APARTMENT #_______?

• How do you recharge?

• What’s the best way to contact you?

Second Visit

Home Visit

Assessment

• What frequency of visit do you prefer?

Attend Event

Deposit

Schedule Move In

• What time of day and day of the week works best for our visits?

NEEDS

MATCHI NG

- FIN • Where’s been your favorite vacation destination?

D WA

EVENT TYP

E:

YS TO SUP

PORT THE PRO

FESSIONAL

IN THEIR

ROLE

DESIRED

After choosing your initial questions from above, determine what follow up or branching questions you would ask. Always be prepared with more questions!

CLOSE TO A

NEXT STEPS

TIME ACT

IVATED NEX

T STEP

OUTCOME

:

EVENT BU

- SCHEDU

DGET:

LE THE

NEXT VIS

IT

EVENT DAT

E:

This month focus on using discovery to build relationships. Be wildly curious. Ask questions. Get to know your customer’s story. See what you can achieve by focusing on developing relationships in this month where we celebrate relationships.

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Be the to o D n a C u o Y s g Thin Time ll A f o r te e k r a M s iu n Mos t Ge

of Marketing r o ct re Di al n o ti Na — Catherine Erikson,

10. Maintain brand integrity.

Visit the Senior Lifestyle Marketing Catalog and Storefront for brand-boosting marketing materials.

9. One word: SIGNAGE!

Use temporary signage as an opportunity to increase your brand awareness and move-ins. Visit Storefront for samples. Always check your local city ordinance to comply with temporary signage language.

8. Be on time, every time.

Stay current with marketing requests and approvals. To review your quarterly plans, go to your community folder on the intranet.

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7. Solve, not sell.

Be helpful, handy and human. Read more in this Forbes article.

6. Don’t leave your leads hanging.

Walk them all the way through the cycle. Refer to our calendar.

5. Get savvy with social.

Email LOTS of photos and videos to your account manager for posting. Be sure you’ve watched the Social Academy presentation available on the intranet.

reach out to 4. Consistently outreach partners.

The average conversion from unpaid referral sources to move-in is 41%.

3. Boost your online reviews.

Hand out review cards and PRACTICE asking people to post. Visit the Storefront to order.

2. Data integrity.

Commit to entering your info. Stay consistent. Stay accurate.

1. Be a joiner!

Keep reading “The Lift," attend training, read emails, attend workshops.

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