Seniors Housing Business is the magazine that helps you navigate the evolution of the seniors housing industry.
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Jim Hazzard jim@thejchgroup.com 714.463.1677 Shep Roylance shep@shepjch.com 805.633.4649 Nick Stahler nick@thejchgroup.com 714.463.1663 JCH has built our frm based on a simple and enduring premise: We see the world through the eyes of our clients. By being fully aligned with their Senior Housing objectives, we are able to deliver creative, integrated solutions that add value. Our National outlook is complemented by the local expertise of our seasoned professionals. 888-916-1212 www.theJCHgroup.com Put the JCH Team to Work for You! The JCH Team - There is No Substitute! SENIOR HOUSING & CARE FACILITY BROKERAGE SENIOR HOUSING & CARE FACILITY BROKERAGE by a reminder follow-up. Then a post-event note is sent that either thanks the per- son for attending and attempts to schedule a one-on- one appointment, or asks why they the senior did not attend. The software can even determine when a lead has gone cold or is taking an unusually long time to progress. "You can use that to measure their propensity, or if they're ready to buy," says Eilts. "You can create groups to come in for a contract seminar, or perhaps make it a little more intimate with a small group that's sitting on the fence to come in and have dinner with the executive director." Typical metrics to track after an event are the number of one- on-one appointments scheduled, deposits received and ultimately the number of sales generated. A good benchmark, says Dunn, is that out of every 100 leads, opera- tors should expect 10 appoint- ments and, eventually, one to fve residents. It's vitally important to engage the seniors and establish some sort of touchpoint after the event, says Dunn. For example, celeb- rity speakers help drive photo opportunities, such as travel author Rick Steves and political commentator Oliver North, says Dunn. "After a speaker makes his or her presentation, you do a photo opportunity. For [the lead] to get that photo, they come back or you deliver it by e-mail and have another touch point to further that relationship." Hulett says Lifespace uses "drip campaigns" with their leads, which involve sending occasional e-mails at regular frequencies. The information gathered through tracking their responses and movement on the website can help determine what most interests a lead. For example, someone looking at foor plans on the website is probably interested in a tour, while someone using the costs calculator is considering budget issues. "It tells us what the market's looking for," says Hulett. "It tells us where to focus our efforts." Travel author and PBS television host Rick Steves signs books for a crowd of prospective residents in the Des Moines, Iowa, area at an event hosted by Lifespace's Deerfeld Retirement Community. "The role that event marketing plays is to give a prospect that very frst glimpse of what life is like in a place where, given the option, they'd generally prefer not to make the living transition," says Dave Martino, chief creative ofcer for the senior living division of Minneapolis- based Bluespire Marketing. "The sooner [potential residents] experience the lifestyle, the shorter the sales cycle becomes," says Kimberly Hulett, vice president, sales and marketing, Lifespace Communities. 56 www.seniorshousingbusiness.com Seniors Housing Business n February-March 2015