The LIFT l May 2019

MAY 2019 //

Inspiring Senior Lifestyle Marketing & Sales Teams to New Heights

PLEASE FASTEN YOUR SEAT BELTS. WE’RE TAKING OFF. 1

A Message

FR OM THE CREW Refer residents. Enjoy the perk$.

Are you in the mood for a little friendly competition? We’re challenging all employees and residents to start racking up referrals. The three communities with the highest number of move-ins from employee and resident referrals will be the big quarterly winners.

Q3 Prizes

SECOND PRIZE:

Cuisinart Super-Automatic Espresso Machine completed with coffee and espresso ingredients.

COLLATERAL REFRESH Branded & Beautiful Throughout the rest of the year, we’ll be refreshing your community’s collateral with a branded, updated look. This all-in-one folder will include: • Pocket folder • Welcome letter • Level of care step sheets • Floor plans & rates • Customized brochure

Grapevine account manager to discuss your community’s greatest strengths, services, activities, dining and staff.

To get this going, we’re scheduling photo shoots and phone calls with your

Your community’s got a great story.

Reminder: Online 3-D Floor Plans Don’t forget to fill out your JotNote creative form to get beautifully rendered 3-D floor plans of your community’s apartments.

Let’s tell it well.

FIRST PRIZE: Two iPads

THIRD PRIZE:

Epson WorkForce ET-16500 EcoTank C11CF49201 USB, Wireless, Network-Ready Color Inkjet All-In-One Printer

So keep your community’s referral program going strong. You’ll see your move-in totals in our weekly communications.

Get revved. Get referrals.

Your Sales & Marketing Leadership Team 2

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Social Media News

Planes/Trains

STRATEGY ADJUSTMENT While our Facebook paid ads, complete with online forms, brought in a huge number of leads, many weren’t qualified. To counteract that trend, we listed starting prices in the headlines. That caused many people to post negative comments that senior housing was too expensive. Since we removed those ads, all comments of that nature have been deleted.

All social media ads now link back to your community’s landing page where a truly interested prospect can fill out the standard Formstack.

SPRING CLEAN —Cindy Ames, Corporate Director of Sales & Marketing Training

This time of year influences many to look at

these tools in a prominent and easy to reach

their surroundings and, upon viewing the

place so you can make greater connections

clutter in their life, make the choice to do

with your customers. After addressing your

something about it. Marie Kondo and her book,

physical space, take a look at your mind. What

“The Life-Changing Magic of Tidying Up: The

thoughts might be cluttering your mind that

Japanese Art of Decluttering and Organizing”

don’t serve you? Our thoughts lend to our

or her Netflix show, “Tidying up With Marie

actions, which drives out outcomes. If you

Kondo” might influence you as you declutter.

are not getting the outcomes you’d like, then

The heart of her organizational style features

review your thoughts. A great way to do this

this concept: Does the item you are deciding to

is to do a thought download. That simply

keep or get rid of spark joy in you? If it doesn’t

means you take a piece of paper and write

spark joy, then get rid of it. It’s that simple.

down all the thoughts you have surrounding an issue that is bothering you. Once you have

Now might be a great time for you to turn this

all those thoughts written down, ask yourself

organizational/tidying up guru’s philosophies

if they are helpful. If they aren’t, then think of

as you survey your office. What do you have

a new thought that will better serve you. That

in your office that sparks joy and what is just

thought will need extra attention to make it

cluttering your mind and your time?

permanent and believable for you. With the new thought and less clutter in your mind,

How are your tools organized? Your Inquiry/

you will be able to achieve the outcomes you

Planning Tool and Community Visit Tool

desire.

hopefully sparks great joy in your professional

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life as they help you to gain your customer’s

Spring cleaning is a great time for not only

story in an easy and effective manner, as well

organizing the space around you, but also for

as help you plan for an impactful discussion

organizing your thoughts. Taking time to do

and facilitate an outstanding, personalized

both will allow you to have greater gains.

community visit. Make sure you have copies of

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REVIEWS

5

S R A T S

GET THE GOOD WORD OUT THERE Although Facebook usage is slowing down with the younger demographic, older Americans ages 50 and up are now the fastest growing segment.

FACEBOOK USAGE

Ages 50-64

52%

Ages 65+

32% —Gallup

33%

Ages 50+ say it would be hard to give up social media —Pew Research Center

GOOGLE

4.05

These statistics should convince even the most skeptical that an online presence should be more than just web pages. For our prospects and their influencers, education is key. These event flyers have been created to support your efforts:

Get Your Opinions Heard Online Review Party Internet Skills for Seniors Facebook Fun for Seniors Seniors Going Social If you haven’t already, order review cards to give out to residents and visitors. They include easy instructions that will remind people to share their good experience with others. Visit Brand Works today.

Average star rating for the senior care industry in 2018 —ReviewTrackers.com, 2018

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AT TA B OY !

Outreach Superstars When Outreach Specialist Lexy Wand sent out a self-assessment to the sales team, she wanted to know more about the frequency and effectiveness of each community’s outreach efforts.

Lexy took the scores and compared them to the community’s number of professional referrals, along with how many in-person outreach activities were recorded in LEAP.

Congrats to these communities

A R R I VA L S ENDEAVOR—ARRIVED!

The days of Dine & Dash are over. Instead you’ll be doing food drop-offs. These will give you two opportunities to stop by your network referral partners. The first time you’ll be taking orders for pizzas, bagels, etc., following it up the next week with a delivery.

Endeavor is the new Senior Lifestyle Outreach Program. The Endeavor tool was delivered to every community and should be used as a resource guide for community team members to use as they begin tackling business development efforts.

MONTHLY WORKSHOPS

As you look through the monthly calendars, you’ll notice many are held offsite at bakeries, spas, wineries or breweries. The opportunity to network with fellow professionals plus the excitement of visiting a local hot spot will boost participation.

B E H IN D FRONT

R

OR OUT ENDEAV

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.

OV E R B AC K C

D IE - C U

T

RES F E AT U n e s h im Ta n g e ri w h it e t, u -c ie d c lo s e e la s ti c d Bo Im p ri n te

C OV E R

for their outstanding outreach.

Sterling Aventura

IM P R IN

Mark Monaghan (DSM)

Mangrove Bay

Lonnie Hoffman (DSM)

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h& outreac network ing d il u -b ship relation

YOUR GU

TUESDAY, JUNE 25 • THURS DAY,

Name: Email: Sauce:

Crust:

The Sheridan at Birmingham Arikka Tobe (DSM)

Lincolnwood Place Amy Kraabel (DSM)

Settlers Park

Seth Hobson (DSM)

Bella Vista

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Julie Maslowski (DSM)

JUNE 27

When it comes to great pizza, our chef outdoes the best.

I’ll be dropping off your made-to-order pizza to take home or share with your friends at work. Just let me know your choice of toppings.

Tomato Alfredo None

Regular Gluten-free

UL Mozzarella CCESSF Pepperoni ORE SU Italian M Sausage IDE TO Chicken h&

Phone: Toppings:

YOUR GU

outreac network ing ip-build sh n o relati

Place your order today.

Black Olives Green Olives Mushrooms Onions Roasted Red Peppers

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Levels of Care | Levels of

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WEDNESDAY November 13 6:00 p.m.

Winery Location Address k break Take a friendly midwee pour, a with a prime vintage ers and a selection of appetiz g conversation. round of sparklin This event fills up Please RSVP.

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TED B

GET THE MOST OUT OF YOUR MARKETING BUDGET

REFERRED MOVE-INS TO YOUR COMMUNITY

DAYS

<15 13% 15-30

12%

31-60

14.3%

61-90

7.5%

91-180 13.8% >180 39.5%

When sales are down and you’ve got apartments

—A Place for Mom, Market Profile: Lead Cohorts and Conversions, 2018

to fill, you’ll naturally tap into your marketing budget to increase awareness and visibility.

Smart thinking. But what about the times when sales are good, conversions are high and your building is full? Should you keep spending dollars on marketing?

If we convert at about a third from this referral source, the 3,952 leads we received between January 20 and

The answer is YES. If you don’t have a good

February 15 of this year gives us the potential to gain

number of leads in the top of your sales funnel,

over 500 move-ins starting in July.

you’ll be left at a deficit when the time comes.

Consider the length of time it usually takes to

A reminder from Kathy Smith, Sales & Marketing Sales

convert a lead to a move-in.

Director of The Addison of Pleasant Prairie, on the benefits of a waitlist: We’ve developed a waitlist of prospects and stay in touch with them on a monthly basis. This is key to keeping our relationship fresh and staying

You can’t spell leads without ads.

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updated on their readiness to move, should we have an opening. The waitlist has been a big factor in keeping our vacancies to a minimum.

When it comes to your marketing budget, don’t sacrifice long-term success for short-term savings.

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303 E Upper Wacker Drive, Suite 2400 Chicago, IL 60601 www.SeniorLifestyle.com 12