In our extensive experience speaking at numerous conferences nationwide about sales strategies in the senior living sector, one inquiry that consistently arises post-presentation is: “What are three effective sales strategies for our communities that yield immediate results?” Without hesitation, our answer invariably begins with the importance of “follow-up.”

Revisiting the Importance of Follow-Up

Review the data on follow-up (see right). If it doesn’t hit you like a double punch to the gut, it’s time for a reality check.

In our industry, follow-up with prospects often falls short, primarily due to two key reasons:

1. Desire for Instant Gratification: As senior living sales professionals, we crave instant results. We tend to prioritize fresh leads, overlooking the potential of nurturing existing ones within our CRM. When prospects don’t show immediate interest, we often relegate them to the “cold lead” category.

2. Influx of New Leads: The senior living industry invests heavily in generating new leads, leaving little time for personalized follow-up. Consequently, our sales approach leans more towards quantity over quality.

Insights from Research

Last year, we conducted research across 60 communities over six months, focusing on post-tour follow-up effectiveness using our Digital Comment Card (DCC) system.

Response Rates: After community tours, we emailed prospects a link to our Post Tour DCC. Despite limiting the survey to 5-10 questions, we achieved an impressive 50% response rate.

Move-In Rates: The response rates were astounding, but what truly amazed us was the move-in statistics. Of those who completed the DCC, 23% ultimately moved into the communities.

The Driving Factor: Analyzing our CRM data revealed a pattern: sales counselors followed up with DCC respondents 5-10 times more than non-respondents.

Emphasizing Creative Follow-Up

Our research reaffirms a long-standing sales principle: follow-up is paramount. But it’s not just about following up; it’s about doing so creatively and personally. When you invest time in understanding your prospects, crafting creative follow-up strategies becomes natural and even enjoyable.

Elevating Your Sales Game

When it comes to effective senior living sales strategies, it all boils down to follow-up:

1. Are You Following Up?: The first step is ensuring your sales teams are actively following up.

2. How Creative Is Your Follow-Up?: The quality of your follow-up matters just as much as the frequency. Strive for creativity and personalization.

By prioritizing follow-up and infusing creativity into your approach, you not only distinguish yourself but also demonstrate genuine care – a trait that resonates deeply with prospects.