Building occupancy - the Tour

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  • Busy year or so, been very successful Cheviot Hills 07 27 move ins 08 26 move ins West Hills 07 7 move ins 08 22 move ins
  • Residents are very well taken care of You all do a good job touring and discussing our community. What happens when you are not available? What happens with the potential inquiry / tour? Can someone else provide the basic information and sell the community?
  • Income from one resident annually $36000 Food for thought? Move ins from West Hills in 08 26 move ins X $250= $6500 Move ins from Cheviot Hills in 08 22 move ins X $250= $5500
  • The Value Circle inside outside Family discussion Married personal life Parent's name Frustrations Desires What you do for fun Health Number of children How she's coping Where you live Her needs Name / Address Parent's needs Where you went to school Family problems Fears
  • What are our points of difference? CNA's - no caregivers - nurses 40 hours are put into the people that actually provide care to residents CH - bed & breakfast atmosphere, quant, quite, up-scale neighborhood
  • Some simple examples: We have a calendar full of exciting activities. We offer scheduled transportation services. We offer three meals a day with two entree choices. We offer medication management services.
  • Visitors develop perceptions of your ability to provide quality service based on the appearance of your community. "Guests can often see in 10 minutes what the host has not seen in ten months." - Heloise
  • How many apartments do you show? How many do you think you should show? How do you decide which ones to show?
  • Do you believe in our services? Do you know how we compare to others? What can we do to assist with this? Have you thought about shopping your competition? How about doing a Phone Inquiry to a competitor
  • Thank you notes after their visit Wow gift!
  • What are our standards for follow up? How long? How are we doing it? Are we setting up the follow up while the person is still in our building?
  • Building occupancy - the Tour

    1. 1. Foundation for Building Occupancy The Tour Kym E. Guy Consultant 805.490.4076
    2. 2. <ul><li>How many employees / people in your community are responsible for bringing in new customers? </li></ul>
    3. 3. The average $$ value of a move in <ul><li>Average apartment =$3000 </li></ul><ul><li>Average length of stay= 27 months </li></ul><ul><li>Average value of move in = $81000 </li></ul><ul><li>$81,000 </li></ul><ul><li>Did you know? </li></ul><ul><li>Resident investment for 1 year = $36,000 </li></ul><ul><li>Information provided by the National Center for Assisted Living </li></ul>
    4. 4. Inside Sales <ul><li>How many places do families typically call before choosing where to visit? </li></ul><ul><li>Families call 6 to 8 </li></ul><ul><li>On average, how many communities do families look at before making a decision? </li></ul><ul><li>Families on average look at 1.4 communities </li></ul><ul><li>Research shows that most assisted living residents only visit one community prior to moving in </li></ul>
    5. 5. <ul><li>The EASE of Selling </li></ul><ul><ul><ul><li>E stablish Rapport </li></ul></ul></ul><ul><ul><ul><li>A sk Questions to Discover Needs </li></ul></ul></ul><ul><ul><ul><li>S ell the Solution </li></ul></ul></ul><ul><ul><ul><li>E xpress your Heartfelt Recommendation </li></ul></ul></ul>
    6. 6. How will you get them to tour? <ul><li>Build Rapport </li></ul><ul><li>Assume they are going to tour </li></ul><ul><li>Discover a need and tell them how we will satisfy it </li></ul><ul><li>Discover the “trigger” and tell them how we can provide a solution </li></ul><ul><li>Paint the picture </li></ul><ul><li>ASK THEM! </li></ul>
    7. 7. Name some strategies to get inside the circle <ul><li>Offer a beverage or snack </li></ul><ul><li>Discuss common interests </li></ul><ul><li>Use positive body language, eye contact </li></ul><ul><li>Offer a sincere compliment </li></ul><ul><li>Refer to what you already know </li></ul><ul><li>Introduce her to others </li></ul><ul><li>Slow down and “be there” </li></ul>
    8. 8. <ul><li>Our ability to listen accurately is the most important factor in our ability to sell. </li></ul><ul><ul><li>Expectation / Goal </li></ul></ul><ul><ul><li>70% of your sales interaction time should be spent listening to the customers needs and desires </li></ul></ul>
    9. 9. What are your Points of Difference <ul><li>Customers justify their purchase with facts – what are our facts? </li></ul><ul><li>Each tour presentation is tailored to the customer’s specific needs </li></ul><ul><li>If we can fill the need and meet a desire better than others, they will choose us! </li></ul>
    10. 10. Avoid Clichés <ul><li>Everyone says… </li></ul><ul><ul><ul><li>“ We have a great staff” </li></ul></ul></ul><ul><ul><ul><li>“ Our food is terrific” </li></ul></ul></ul><ul><ul><ul><li>Our residents are very happy here” </li></ul></ul></ul><ul><li>A point of difference is </li></ul><ul><li>only relevant </li></ul><ul><li>if it provides a desired benefit </li></ul>
    11. 11. The Tour! <ul><ul><ul><li>First Impressions </li></ul></ul></ul><ul><ul><ul><li>Asking for the Money </li></ul></ul></ul><ul><ul><ul><li>Points of Difference </li></ul></ul></ul><ul><li>Who’s on the Tour Team? </li></ul><ul><ul><ul><li>50% of the time someone other than the Administrator is conducting the tour </li></ul></ul></ul><ul><li>Who’s on Your Tour Team? </li></ul><ul><ul><ul><li>At your daily stand-up meeting talk about tours and who is the designated hitter </li></ul></ul></ul>
    12. 12. Tour information what’s included? <ul><li>Apartment Pricing Sheet </li></ul><ul><li>Brochure </li></ul><ul><ul><ul><li>Specific to their individual needs </li></ul></ul></ul><ul><li>Rate Sheets </li></ul><ul><li>Floor Plans </li></ul><ul><li>Other Collateral </li></ul><ul><li>Points of Difference </li></ul><ul><ul><ul><li>Decide what your communities are </li></ul></ul></ul><ul><li>Deposit Agreement </li></ul><ul><li>Move-in Paperwork </li></ul>
    13. 13. <ul><li>Each TOUR presentation is tailored to the customer’s specific needs. </li></ul><ul><li>NO Tour should be the same! </li></ul><ul><li>Sell to their specific needs </li></ul><ul><li>Overcome their objections </li></ul>
    14. 14. Apartment Pricing Sheet <ul><li>Every apartment is assigned a specific price </li></ul><ul><ul><ul><li>This is for tour team’s use only – not meant to be shown to the customer </li></ul></ul></ul><ul><ul><ul><li>Do not deviate from price without administrators approval </li></ul></ul></ul><ul><li>Apartment Availability </li></ul><ul><ul><ul><li>Which are rent ready today? </li></ul></ul></ul>
    15. 15. How do you ask for the Money? <ul><li>Expect Success </li></ul><ul><li>Believe in your product </li></ul><ul><li>Demonstrate confidence </li></ul><ul><li>Illustrate value through features and benefits </li></ul><ul><li>Be prepared for objections </li></ul><ul><li>Know your points of difference </li></ul>
    16. 16. When we are the solution, don’t hesitate to ask for the business <ul><li>It’s a matter of believing in the services you provide! </li></ul>
    17. 17. Negotiation <ul><li>Listen more than you talk </li></ul><ul><li>Don’t react emotionally –refocus on value </li></ul><ul><li>Consider if you are dealing with the decision maker or not </li></ul><ul><li>Remember all objections are not of equal importance – be concerned with the one that will most influence the outcome </li></ul>
    18. 18. Strong Recommendations <ul><li>“ Now that you’ve seen and heard about the benefits of living here, when would you like to move in?” </li></ul><ul><li>“ I’m so glad you found us – I think we are the perfect fit for you. Let’s have you put down a deposit and that way you can move in next week.” </li></ul><ul><li>“ Now that we are done with the tour, let’s decide what apartment you want to move in to.” </li></ul><ul><li>“ I recommend you make the move. Both you and your mom’s life will improve once you do.” </li></ul><ul><li>“ Before you leave, consider the possible outcome if you do not address the issue now.” </li></ul>
    19. 19. What Are Other Possible Recommendations? <ul><li>Refundable deposit </li></ul><ul><li>Additional tour </li></ul><ul><li>Come in for a meal </li></ul><ul><li>Attend an upcoming event </li></ul><ul><li>Respite stay </li></ul><ul><li>Visit them at their home </li></ul>
    20. 20. What Are Other Possible Recommendations? <ul><li>Bring a friend / family member </li></ul><ul><li>Meet the Resident Council Members </li></ul><ul><li>Assessment </li></ul><ul><li>Third party involvement </li></ul><ul><li>Come along on an outing </li></ul><ul><li>Phone call </li></ul>
    21. 21. Refundable Deposit <ul><li>Gives customer first right of refusal </li></ul><ul><li>Let them know that It does not guarantee them a specific time frame </li></ul><ul><li>If they do not move in a reasonable timeframe. return the deposit </li></ul>
    22. 22. That new Inquiry is HOT! <ul><li>Nearly 60% of our move ins inquired within the last 30 days! </li></ul><ul><li>What should our expectations for follow up be? </li></ul>
    23. 23. Assisted Living Inquiry Definitions <ul><li>Hot: Deposit or move in within 30 days </li></ul><ul><li>Warm: Deposit or move in within 31-90 days </li></ul><ul><li>Cold: Will move in after 90 days or more </li></ul>
    24. 24. Minimum follow up standards <ul><li>Hot: Weekly voice-to-voice contact </li></ul><ul><li>Warm: Every other week follow up </li></ul><ul><li>Cold: Monthly follow up </li></ul>
    25. 25. Critical Factors <ul><li>Concierge pleasant, friendly, helpful on phone and in person </li></ul><ul><li>Someone available to talk with inquiry when he/she called and available for scheduled tour within 5 minutes </li></ul><ul><li>When asked, salesperson explained that residents may have to move out due to higher level of care </li></ul><ul><li>Tour guide met with inquirer in quite, private location before touring </li></ul><ul><li>All apartments shown to inquirer were rent ready </li></ul>
    26. 26. Critical Factors <ul><li>Tour guide closed each inquirer by asking for an appropriate next step (including inviting a phone inquiry in for a tour) </li></ul><ul><li>All inquiry information entered and documented correctly </li></ul><ul><li>Follow up scheduled and completed appropriate to type of inquiry (hot, warm, cold) </li></ul><ul><li>Requested name, phone and address from every inquiry </li></ul>

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