For 55+ and senior living communities, opportunities often exist to align your sales and marketing efforts in order to provide a better experience to prospects and shorten the sales cycle.

1. The webinar will begin shortly.

2. Bridge the Gap
Between Marketing & Sales
Jessica Ruhle
Sales Specialist & Project Director
Katie Beaver
Account Director
How to

3. NEXT UP: Tuesday, March 24 at 2:00 pm (EST)
http://bit.ly/COVID19-webinar

4. Bridge the Gap
Between Marketing & Sales
Jessica Ruhle
Sales Specialist & Project Director
Katie Beaver
Account Director
How to

5. Today’s Session
• Reality & Challenges
• 4 Tips for Aligning Marketing & Sales
• Case Studies
• Q&A

6. Reality & Challenges

7. 95% of seniors 65 and better would prefer
to remain in their own homes

8. Marketing Challenges
INCREASED COMPETITION

9. Differentiating Your Community

10. Integrated Strategy

11. Lead timeline and statistics
$250 –
$1,000+
COST PER LEAD
(IL)
10-25
TOUCHPOINTS
(IL)
18-36
MONTHS
(IL)
7-15
TOUCHPOINTS
(AL)
3-18
MONTHS
(AL)
15-20
TOUCHPOINTS
(55+)
6-12
MONTHS
(55+)

12. Tools & Tips

13. Take off the blindfolds…
• Ask questions
• Eliminate silos
• Know what’s in the market
• Leverage scarcity and urgency

14. Tip #1: Use a Visual Roadmap

15. Tip #2: Keep Materials Handy

16. Tip #3:
TIMELY RESPONSE

17. Follow-up Frequency
• In-person Interaction
o Follow up based on your agreed upon timeframe
o Again within maximum of 2-4 days for AL
• Phone Call
o Voicemail within 24 hours
o Within 3 days of information sent or first call
• Web Inquiries
o Thank you page/drip campaign - immediately
o Personal touch within 24 hours

18. Tip #4: Inquiry Management
• Web inquiry notifications
• Call tracking
• Customer Relations
Management/Database

19. Inquiry Management (cont.)

20. Tip #5: Communication
• Weekly stand ups
• Monthly meetings
• Quarterly ROI review

21. CASE STUDIES

22. Clark Retirement Community
The Situation:
Clark needed to meet a 70% pre-sales goal
for their blue-sky project.

23. Clark Retirement Community
• The Strategy
o Research and Brand
o Integrated Marketing Plan
o Sales training and coaching
• The Goals
o 36 sales in 12-18 months
o Generate leads
o Improve sales conversion rate

24. Clark Retirement Community - Results

25. Phoebe Ministries: Journey Mapping

26. Phoebe Ministries: Journey Mapping

27. Phoebe Ministries
3% conversion rate in
first 30 days post event!

28. Phoebe Ministries - Couple #1
April 7:
Rec’d event invite and RSVP'd to event
(new inquiry)
April 11:
Salesperson followed up via mail
and phone call
April 12:
Tour given
April 17-May 30:
Various calls, emails, remarketing ads &
re-inquiries from marketing initiatives
July 2018:
MOVE IN!

29. Phoebe Ministries - Prospect #2
July 16:
Inquires as a referral from a friend
July 27:
Tour with lead
July 30:
Discussions with adult children and
other family members
August 6:
Tour with children
September 1:
Attended conversion event and had a
great time with residents who
convinced to move in
September 4:
DEPOSIT!

30. Phoebe - Couple #3 August 2017:
Friend/family referral
January 2018:
Sales counselor outreach
April 2018:
More messages left
June 2018:
Received invite to event
and call to RSVP
July 2018:
WAIT LIST DEPOSIT!
August/September 2018:
Sales counselor monitor and notify of
comparable available homes
September 2018:
MOVE IN!

31. Overall Lift – Phoebe Ministries
7%
AVERAGE
CONVERSION RATE
118%
OF IL OCCUPANCY
GOAL
265
EVENT
ATTENDEES
12,828
ACTIVITIES
COMPLETED

32. QUESTIONS?

33. NEXT UP: Tuesday, March 24 at 2:00 pm (EST)
http://bit.ly/COVID19-webinar