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In the competitive senior living industry, it’s essential to make the most out of every lead that comes your way.
Unfortunately, many potential residents or their caregivers reach out to senior living communities only to find their emails or calls unanswered or returned. This lack of responsiveness can result in a loss of opportunities or wasted marketing efforts.
To avoid this pitfall, it’s crucial to develop a reliable lead management system and a reliable follow-up system to ensure all leads receive prompt and considerate attention.
How to make a strong first impression with your new resident leads
Your interactions with potential residents and their caregivers should be characterized by empathy and understanding.
In this section, we’ll cover ways you to can make a strong (and empathetic) first impression through the initial outreach process.
Understand your resident’s specific needs and objections
Every new resident lead will be a new person with unique needs and capabilities. Take time to empathize and understand your resident’s specific needs and objections to make it a mutually good fit for both the community and the resident.
To understand your resident’s needs:
- Ask open-ended questions to gain insight into the resident’s needs or preferences.
- Listen actively and give them time to communicate their thoughts and concerns
- Be informative and helpful to provide relevant information on your senior living community, such as amenities and features that can address your resident’s needs
- Be professional and courteous and show genuine empathy to create a human connection that will convert
Create a friendly, welcoming environment online and through sales
Before your residents can reach out to your community, they’ll likely discover you through a Google search or on social media. Therefore, the first step in creating a welcoming environment online is boosting your online presence.
Steps to improve your online image:
- Create a user-friendly website that’s mobile-friendly with a clean layout
- Use search engine optimization (SEO) to maximize visibility in Google searches
- Constantly publish engaging content such as educational blogs about senior health
- Regularly publish content on social media to show you’re active
- Maintain your Google Business, Yelp, and other review sites profiles for good publicity
For creating a friendly sales approach, try these tips and one-liners to validate their concerns and show empathy:
- “I understand how important it is to find the right fit for your loved one.”
- “We’re here to support you through this journey and help you find the perfect home for your loved one.”
- “Our community offers a variety of activities and amenities that will benefit your loved one’s interests and needs.”
- “I know this is an important decision, and I’m here to guide you through every step of the way.”
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Embrace transparency to build trust and boost conversion rates
Unfortunately, many people may be distrustful of senior living communities, as I’m sure you probably already know speaking to so many leads.
In the senior living industry, building trust with potential residents is necessary for converting leads into new residents.
Provide information on the benefits of senior living communities
Accurately describe the range of services, amenities, and levels of care offered by your community.
If there are any limitations to what your community can offer, such as advanced medical care, then be upfront so you don’t mislead or upset residents when their needs become too advanced for your community.
Openly discuss costs and fees
Many senior living websites will not include much information on pricing, which can create a sense of distrust. However, when you’re speaking with a lead, clearly outline the pricing structure, including additional fees so residents and their families can make an informed decision.
If you’re able to, provide a detailed breakdown of monthly costs and offer guidance on available financial assistance options if you accept them.
Share success stories and testimonials
Because a salesperson can be biased, it’s helpful to share real testimonials and success stories from real residents in your community.
This provides social proof that your community is truthful and can provide a great home for their loved ones.
Be transparent about the transition process
Some senior living communities offer both assisted living and memory care services.
However, many people don’t realize that when aging residents’ needs begin to change, they’re often relocated from the assisted living section of the community to a new memory care located elsewhere.
This means that even though the resident is technically in the same senior living community, their living arrangements will change drastically from a more private room to a more closely guarded and supervised area.
Be sure to inform residents, especially if they feel their loved one may be suffering from memory loss, so this transition can be expected and not be so jarring for their loved one.
Nurture leads with these consistent follow-up tips
Properly nurturing leads is necessary for converting prospects into residents.
By following up consistently and thoughtfully, you can address the concerns that may be blocking the resident from entering your community.
Let’s look at effective follow-up tips for senior living salespeople.
Make your follow-ups timely
Reach out to leads within 24 hours of their initial inquiry. If possible, use an automated CRM or email platform that can respond to every lead coming in automatically, before you can personally contact them.
Personalize your communication style
Use a CRM to make notes on each lead so you can remember each of their specific needs and concerns every time you make a new touchpoint.
This shows you’ve been listening carefully and have a genuine concern for them.
Use multiple touchpoints
Usually, one phone call isn’t enough to convert a lead into a new resident—it will likely take multiple phone calls, emails, and even text messages to maintain a strong connection.
Be a resource
Continue offering valuable information, including educational materials and company blogs to help leads make informed positions. This establishes authority and trust within your leads.
Track and adjust
Monitor your follow-up efforts with a lead management system of CRM to adjust your approach based on your lead’s responses or feedback.
Closing the deal: tactful techniques for finalizing sales
Successfully closing a sale in the senior living industry requires skill, tact, and a deep understanding of your resident’s needs and their family’s potential concerns.
With the right approach, salespeople can finalize deals that result in satisfied residents living in a supportive community.
Gently ask questions to probe the lead’s readiness to make a decision.
Ask questions such as:
- “Do you feel comfortable moving forward with our community?”
- “Is there any additional information you need from me before making a decision?”
- “How do you feel about what we’ve discussed so far?”
- What else do you need from me to feel ready to move forward?”
Use trial closes
You can test the waters with trial closing statements such as:
- “If we can address your concerns, would you be ready to move forward?”
- “Based on what you’ve told me, it seems like our community meets your needs. Would you be ready to schedule a tour?”
- “If sounds like you’re interested in our community’s amenities and services. If we can work out the details, would you be ready to take the next step?”
- “I understand you may have some reservations about moving to a senior living community. If we can provide you with more information and alleviate those concerns, would you be ready to consider making the move?”
Know when to close
Learn how to recognize the right moment to close, such as when the lead has expressed satisfaction with your community and seems eager to move forward.
Here are some signs your lead might be ready to close:
- They’ve given you positive feedback
- They’ve shown eagerness
- Their body language or tone seems very engaged
- They have a deadline or a specific time constraint
- They’ve given you affirmative responses to trial closes
Kaleidico — your partners in senior living marketing success
Are you ready to generate more leads and increase occupancy rates for your senior living community?
At Kaleidico, we get it—marketing and lead generation can be tough for senior living communities. Our team offers a full suite of marketing services to help you stand out from your competitors, attract new residents, and keep those occupancy rates high.