With future residents and customers at a premium, it is crucial that the first impression these people get is top notch and engaging. As an executive director, marketing director or business owner, I encourage you to review all of your first impression points and make sure they are positively portraying your community or business:
Phone Impression: Make sure calls are answered in a timely manner by a cheerful, knowledgeable individual who can answer those important initial questions and transfer the person to the correct contact, if needed. When transferring, do everything possible to get the person on the line and if not, make sure you have established procedures to ensure that the person seeking information hears back from you in a timely manner, same day if at all possible or when requested. How do you handle after hours calls? Make sure this is covered.
Drive-up appeal: When a potential resident and their family approach your community, what do they see? Is your landscaping up to date and appealing? Is your signage clear and well-maintained? Is the exterior paint faded or cracking? Make sure there is drive-up appeal. Every couple weeks, look at the front of your community from a potential residents’ eye.
Lobby/Reception area: Are the important aspects of the community/business represented? Is a warm knowledgeable greeting given to each visitor. Are signs of community portrayed? Activity calendars? There should be a plan for greeting all potential residents/customers and the initial feeling should be one of hospitality and importance, making them feel special.
Print ads: What is the core of your community or business? Make sure it is represented in all advertising. Observe others’ advertising and themes. Correlate your materials with what people are telling you is important to them. Don’t overdo it, convey your 2-3 central points and leave them fresh on the person’s mind.
Online Presence: Are the colors clean, warm and inviting. Is it easy to navigate your site. Are the images that greet the user sending your message, the first and main thing you want the person to know about you? Is all the information contained in an organized, logical manner. Are all questions answered or do you need a frequently asked questions page? Images should compliment text, without big, long paragraphs of copy. Information request forms should be thorough, but not overwhelming. Make sure you can be found on search engines! (If you would like a complimentary web site analysis, please contact New LifeStyles)
There are many points of entry for the potential resident or customer. Make sure you review these on a regular basis and are confident that they are giving the right first impression. If not, you may not get a 2nd chance!
Cheers, df
Great article which I am going to share with my clients. Yes, every single person who walks in the door should be considered a potential client or referral partner.
As a Senior Move Manager, my first impression is often just a few days before I move my clients in – needing to see the layout, do some measuring,assess the closet space, etc.
Until recently, and with years of experience, I have always been met by the staff with great warmth, hospitality, and helpfulness. Just recently, I visited an Assisted Living where the receptionist was quite cold and expressionless only to find the Sales Director downright rude and dismissive. Guess how I felt about moving my clients into such a place?
Because they had made me feel unwelcome and were almost hostile, I started to question everything they did in the apartment and took a good look at the level of care also – which I informed my clients was quite lacking in my opinion. So yes, first impressions don’t get a second chance and even though I finally got the staff to come forward and correct the issues, I am still struggling with how I feel about the place. Anyone who comes in the door is a potential client or referral partnerl and certainly a Senior Move Manager. How stupid to waste that opportunity and create such a bad first impression.
Best,
Marilyn