Presentation Transcript

1. Barbara Matamoros

   Pre-Opening and Fill-Up Marketing

2. Retention Fundamentals of a strong retention program Conduct personalization with high levels of customer service and thoughtful execution Focus events and activities on community lifestyle rather than the physical construction process Begin to build strong relationships among depositors Strengthen existing relationship between staff and depositors
3. Lifestyle Series A regular schedule of events that depositors can put on their calendars monthly Events that will build a sense of community Targeting interest levels such as travel, the arts, golf, history, bridge, exercise, etc. Additionally, speaker events such as the moving process helpful hints, listing a home, staging a home to sell or downsize. Receptions for each new staff member joining the community
4. Which Would You Rather Sell?
5. Your New Office Office: logistics from off-site to on-site Models: How many Location Timing Stay overs / Trial Stays / Guest Rooms Discovery /Closing Space Identified Early on utilize community Later, residents are using those spaces Technology Phone System, marketing #, office #, website # REPS – designated internet line – hard line versus wireless. Maintenance Requests
6. What I Wished I knew Depositors Selling in an Operating Community Residents Operations Team
7. Depositors Pre-Opening – Sales approach changes? Mindsets range from - “Someday” to “Now” Contact Level Events - HIGH Calls - HIGH Opening – Sales Approach changes? Contact Level Events- LOW are more lead/prospect focused Calls – HIGH, even if you fear they will cancel
8. How is Your Buyer Different? More savvy consumers More family involvement in IL More needy? They may know your prices They may trust you already due to your sponsor credibility and quality of your residents They will need to be prepared to move
9. Financial Shift Entry Fee Pre-Opening focus on 10% Opening focus on the remaining 90% - move them in! Incentives Entry Fee Monthly Service Fee Focus weighted towards move-in not deposit
10. Never Skip the Fundamental Steps of a Sale A “tour” versus a “presentation” First impressions – more important than ever Discover and Listen to your prospect Answering objections Creating urgency Amenities versus Benefits
11. Residents Transitioning from Depositor to Resident. Sales Team has been the primary contact-Now Operations takes the lead. Be aware of “Separation Anxiety” from the Depositor/ Resident. Residents can become the biggest “thieves” of time once you are operational. Don’t let the “chit chat” take you away from selling!
12. Are Your Residents Helping You Sell? Showing their apartments Testimonials Ambassador participation Resident referral campaigns Complimentary meals for charter members
13. Who Are Your Hottest Leads? Don’t give up on your cancelled Priority Members Resident Depositor Cancellations and those who haven’t moved in yet Re-inquiries of existing prospects Referrals
14. Time Management and Organization Endless meetings and other distractions Close your door Learn to say no Learn to delegate Ask the question: Is what I’m doing right now, leading to my next sale? Beware of frequent resident “drop-ins” staff and depositors
15. Waiting Lists – Be Wary Require all paperwork and a substantial deposit Can deter ability to attract younger, more active residents Can slow sales process Gives you the reputation of being full to the point where leads don’t bother to inquire!
16. Opening and Early Fill-Up of the Community Integration of Marketing and Management Teams
17. Operations Team Executive Director Maintenance Lifestyles Concierge Business Office Human Resources
18. Move-In Coordination “Key Characteristics” Designed to keep reservation depositors involved Minimize cancellations Gain future commitment to move-in Move-in Specialist (MIS) will educate and counsel new residents on the move-in preparation, provide general information on selling their houses, put depositors in touch with others who can help the downsize process and prepare for the home sale, wrap, pack and move-in process. Once the community opens, MIS will provide hands-on support to help new residents have a successful move to the community Continue to build strong relationships among depositors, staff and depositors Oversee general welcome program, introduction to the community and important resident services
19. Health Services Marketing Recruitment of two dedicated sales positions; Senior Living Counselor and Community Relations Coordinator “Promotion of Assisted Living, Memory Support and Skilled Nursing begins” through Community Outreach Pre-sale commitments of Assisted Living – goal to achieve 50% presales prior to opening of Health Services Development of a Professional Referral Plan Utilization of proven communications tactics resulting in enhanced lead generation and overall cost efficiencies Target market Age and Income qualified Adult Child Influencers Professional referral sources Affinity groups Neighborhood non-profit organizations liaisons
20. Everyone’s in Marketing Integration of Marketing and Management Teams First impression challenges Give marketing overview to ALL new employees Train the concierge Marketing 101 for new Managers/MOD’s Partner with Lifestyles Director Utilize Greystone for customer satisfaction