Growing Leads & Occupancy Rates
Recently, Welcome Home posted their Q2 reports on sales statistics and metrics across the country. Reviewing these reports, there are a few key points of interest that you might want to focus on moving forward with your marketing strategy as a senior living community. Most communities should finally be seeing occupancy start to rebound following the impacts of Covid-19, but many are still facing lower occupancy rates and a dip in leads – especially in memory care.
Think about where your community sits in the percentile range of occupancy in Q2. If your community is not getting an “A” in occupancy – or hitting the 95th percentile for occupancy in your market, what is your action plan? If you plan to simply wait for new move-ins, that isn’t going to work. Communities need to have an offense-driven playbook to drive new leads and move-ins to gain market share and get into the 95th percentile.
We can’t just sit and wait for new leads to happen. As sales professionals, we know the most qualified leads come from three different sources.
Image and Data from Welcome Home
Paid Referral Partnerships – Everybody loves to hate on this source, but if your team is feeling reluctant to capitalize on this source, that probably means you aren’t approaching the relationship in the right way. Lauren Rose Senior Advisors can help you with that. We can help your team create a relationship development plan that will improve the number of qualified leads and subsequent move-ins.
Non-paid referral partnerships – Does your team have a strategic plan on how they are going to receive non-paid move-ins? Our team at Lauren Rose Senior Advisors can help you develop a plan around the right type of non-paid referral sources, how to go about cultivating that relationship, and how to measure results.
Internal referrals – Your team and your residents can be your best advocates, but if you aren’t taking regular temperature on how often these referrals are happening, you may be missing a big opportunity. When was the last time you sat down with a focus group of residents? Is your referral program working for you and does it help motivate residents to refer? Lauren Rose can help you determine the best way to make the most of your resident referrals and improve the amount of qualified leads you’re getting from those working directly with your community.
If you feel like you’re struggling with staying on top of your marketing strategy to meet quarterly goals and keep growing your community, reach out to Lauren Rose Senior Advisors for a free consultation to begin the process towards meeting your goals and achieving your full potential as a company.
We can help you come up with a balanced strategy that works for your community. With a focus on communication and personal connection, Lauren Rose can help your community create a full-team marketing strategy that will deliver results and improve the business side of your care community.
