Transcript Pre-Opening and Fill-Up Marketing Nancy Hillmer Retention

Nancy Hillmer
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
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
“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
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
Integration of Marketing and Management
Teams
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
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
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
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
Showing their
apartments
Testimonials
Ambassador
participation
Resident referral
campaigns
Complimentary
meals for charter
members
A “tour” versus a
“presentation”
First impressions – more
important than ever
Answering objections
Creating urgency
Amenities versus
Benefits
Providing the solution
“life care”
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!
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