Basics for a Successful Housing Sales Program

Basics for a Successful
Housing Sales Program
Joy Lenz
Sales and Marketing Director
Presbyterian Homes & Services
July 2012
THE BASICS
How Presbyterian Homes & Services (PHS)
rations resources between Marketing and Sales
 One of the simplest principals that has the
greatest impact on occupancy
 Methods for overcoming the “I don’t have time”
objection.
 The most important attributes found in
successful sales staff
 How PHS nurtures our program and staff

PRIORITIZE WITH INFORMED DECISIONS

Spend your time and money wisely.
Most Likely to Move In
Boutwells Landing Leads by Source and Move-in Conversion
April 1, 2007—April 1 2012
Lead
Friend/Family Referral
HealthCare Professionals
Networking
Senior Housing Provider
PHS- Employee/volunteer
Adult Day or Sr. Ctr
Professional Referral
Religious Organization Referra
Total Personal Referrals
Source Description
Direct Mail (general)
Senior Directory
Website
News Paper and Magazine
Advertising (general)
Referral Agency
Drive-By
Special Event (on site)
Total Paid Leads
Unknown/Unassigned
Move-in Conversion
870
117
13.45%
338
120
35.50%
3
0
0.00%
357
100
28.01%
14
3
21.43%
9
1
11.11%
83
19
22.89%
16
1690
Lead
8
368
Move-in
3
64
424
50.00%
21.78%
Conversion
1
33.33%
11
17.19%
24
5.66%
32
51
384
48
1006
5
2
43
1
87
15.63%
3.92%
11.20%
2.08%
8.65%
333
172
51.65%
ONE OF THE SIMPLEST PRINCIPALS THAT HAS THE
GREATEST IMPACT ON OCCUPANCY

Answer the Phone
Simple yet complex
 Mind-set of seniors

EXAMPLE: CLEAR INSTRUCTION FOR BACK-UP TEAM
•From 2:30 to 4:30 each day, I am following up with people who have previously
inquired. During your time slot, you are responsible for all new inquiry calls. I
recommend staying in your office during this time. If you decide to transfer it to
your cell phone, please be prepared to go back to your office .
•If you are unable to cover your time slot, you are asked to find your own
replacement and notify the receptionist and Community Relations Director.
•The Weekend Manager is responsible for inquiry calls during the weekend,
when in the building. After hours and holidays will be covered by the receptionist.
Short forms should be completed and put in Community Relation Director’s
mailbox.
Day
Monday
Tuesday
Wednesday
Thursday
Friday
2:30-3:30
Michelle
Jeff
Liz
Bruce
Bill
3:30-4:30
Jennifer
Susie
DeNay
Brandi
Dan
EXAMPLE: CLEAR INSTRUCTION FOR THE BACK-UP
TEAM
Back Up when Housing Counselor is unavailable
In addition, you may be asked to assist with walk-in tours, scheduled
tours, and inquiry calls outside of your designated hours. The receptionist
or Community Relations Director will use the following list as needed.
For example, if it is Monday, they will start with Dan and work down the
list in order. If it is Wednesday, they will start with Liz and work down
the list in order.
Note: If you are scheduling a tour for the Community Relations Director,
please check his/her Outlook Calendar and block off a 1.5 hour time slot.
Monday
Tuesday
Wednesday
Thursday
Friday
Back-Up Member Name
Dan
DeNay
Michelle
Brandi
Jennifer
Bruce
Liz
Bill
Susie
Jeff
Tracy
Jennifer
Office Phone
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
Cell Phone
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
xxx xxx xxxx
EXAMPLE: SIGN UP BACK UP
Week of ___________
The scheduled times are to be assigned to staff members who are
available for about an hour per week to provide assistance with
inquiries, tours and other questions normally directed towards the
marketing team member.
Day
9:00am10:00am
1:00pm2:00pm
3:00pm4:00pm
Team
Member
EXT
Monday
X
Blake
*6602
Tuesday
X
Brooke
*6604
Wednesday
X
Debbie
*6603
Thursday
X
Angie
*6608
Friday
X
Debbie
*6603
METHODS FOR OVERCOMING THE
“I DON’T HAVE TIME” OBJECTION




Strategize and shape perceptions
 Revenue Generating vs Revenue
Maintaining.
Dedicated staff : It should not be an add-on to
a position.
Protected time.
Standardize and systematize sales processes
STANDARDIZE AND SYSTEMATIZE

Systems and protocol with follow up

Sales pipeline—
Define the frequency of contacts;
 Define what happens after initial inquiry.
 Define what the next step is and schedule it
each time a connection is made.
 Define when a prospect is taken off the call list
and put on the mailing list.


Lead management software is essential.
Monitor and share during weekly
meetings.
 Conversion ratios (full vs new)

PRESBYTERIAN HOMES AND SERVICES CONVERSION RATE,
ALL HOUSING TYPES COMBINED
12 MONTH PERIOD (5/1/11—5/1/12)
Inquiry to Tour
 Tour to Move-in
 Inquiry to Move-in

53%
27%
14%
EXAMPLE USE FOR CONVERSION RATIOS
Indicator


Inquiry to tour below
30%
Tour to Move-in below
15%
Intervention suggested
Sales coaching
 Product/Price Review

Tour training
 Review of follow up
procedures (sales
pipeline)

THE MOST IMPORTANT ATTRIBUTES FOUND IN
SUCCESSFUL SALES STAFF






Senior Sensitive
Personable and professional
Extraordinarily organized
Computer literate
Able to speak “financial”
Able to lead the team
HOW PHS NURTURES OUR
SALES PROGRAM AND SALES STAFF

Regularly scheduled meetings and education






Cohort research
Housing market
Financial aspects of your housing option choice
Competition
Sales and networking skills
Personal and professional growth opportunities
THE BASICS COVERED
How Presbyterian Homes & Services (PHS)
rations resources between Marketing and Sales
 One of the simplest principals that has the
greatest impact on occupancy
 Methods for overcoming the “I don’t have time”
objection.
 The most important attributes found in
successful sales staff
 How PHS nurtures our program and staff


Discussion?