Optimizing lead generation in your senior care company is not easy–it’s a highly competitive marketplace that requires efficient management of lead generation, quote management and closing sales. That is why professionals are turning to a Customer Relationship Management (CRM) software program to collect, automate, and streamline these processes.
Easy access to technology is most important in capturing the full marketing process by collecting and managing all manner of data necessary for targeted marketing efforts and sales optimization.
In addition, eliminating the need for cumbersome and time consuming spreadsheets and other home grown internal reports are key to considering a web-based CRM. This enables your senior care company and sales personnel to quickly enter information at their fingertips that rolls up data immediately to streamline your current reporting methods. Know that most CRM companies do not have a team of developers to customize their CRM’s upon request from clients, you should consider that you will be looking for a new CRM that does as your company changes and grows.
The features of a CRM should include an automated lead system, the generation of trending reports and the ability to create your own reports along with a calendar for marketing events that can boost marketing efforts with knowledge at your fingertips.
With quick access to meetings and follow-up calls to contacts and current accounts; productivity can be measured and quantified. Look for a CRM that allows an outcome area upon each meeting or call that provides feedback to the management team on the success of the task. Thus measuring the quality of each task to move the task forward by outcome, track census (if necessary) and other major milestones within your CRM.
If you are looking to implement a more efficient way to manage lead generation and to stay in contact with your contacts, there are specific attributes in a CRM that works best. To learn more and ask questions, register today!
Join this FREE Webinar on “Why Your Senior Care Company Should Invest in a CRM!” to learn more about CRM’s and the power that they provide your company register for this informative 1 hour Webinar!
When: May 22, 2013
What Time: 2 pm to 3 pm EDT
Its always insightful when I can get a glimpse into how our clients are evaluating our services. Recently, I was working with a national home care chain that has been with us for years on some new areas. She did an excellant job of evaluating, getting key infomation, presenting to the decision makers and also setting them with key metrics to judge the success of the investment. Here are some key points from her presentation:
- where possible, fully review performance of existing or past placements in other markets, speaking with those involved and looking for testimonials or negative feedback
- invest in a targeted option, where your dollars are aimed at your demographic
- look at all benefits of the package and view them as components of the whole, not stand alone pieces
- set proper expectations of the placement – leads, traffic, calls? Different avenues bring different results
- Set measurement criteria that is quantifiable, but make sure those in the loop know to gather the needed data
Take the time upfront to evaulate, gather all needed data and set up measurement criteria and your chances of a solid ROI are dramatically increased!
New Lifestyles will be hitting the road for an appearance at ALFA’s 2013 Annual Conference and Expo in Charlotte, North Carolina. Our booth is 917, which will be the epicenter of the show.
Stacee Howse and I will be spreading the word about all things New LifeStyles while hoping to hear what’s new in the world of our clients and how we can better meet your marketing needs. We’ll have special prizes for those that can guess which of us is Stacee.
Come by and get caught up on the NEW New Lifestyles web site and other innovations, brainstorm on new distribution ideas, try to knock Stacee into our dunking booth or just trade Airplane, Caddyshack or Animal House quotes with me.
It will be exciting, information and safe for the whole family. See ya there, Doug
“Industries are constantly changing. Continuing education is required for workers to stay current with the latest developments, skills, and new technologies required for their fields”, writes Darice Britt, a writer for South Source. She continues, “Overall, continuing education is considered a way for professionals to keep abreast of their fields so they don’t lag behind.”
There are numerous opportunities to continue learning about the senior living industry, marketing, sales and advertising. The Assisted Living Federation of America (ALFA) annual conference & expo is coming up in a few weeks, offering >40 educational sessions (stop by & see us at the Expo if you are attending). Most states have similar industry specific shows like CALA, Leading Age of Texas, HCAF, etc…Most regional professional associations also offer annual conferences with professional presentations. There are local networking groups who usually bring in speakers, and if you can’t take time away from the office or if travel is not in the budget, there are always webinars.
Join us tomorrow, Thursday, April 18, 2013 for our quarterly client webinar, “Marketing Money Traps to Avoid at All Costs”. Just click to register & then log-on tomorrow and get an hour’s worth of new ideas, helpful reminders and feedback from Kevin Williams, President of SeniorMarketing.com.
“Whether it is required or not, continuing education can be important for career satisfaction. Continuing education can boost confidence and lead to opportunities for career advancement.”
Marketing is a critical element in the success of a senior living community, but wading through the possibilities to find a strategy that works can be difficult and confusing. In today’s competitive senior living environment, marketing is a must, not a maybe. In this webinar, Kevin Williams will address common myths and misconceptions about senior living marketing and indentify new technology that may assist communities to more accurately gauge their return on investment for various types of marketing.
TOPICS WILL INCLUDE:
* Myths and Misconceptions about Senior Living Marketing
* Four Marketing Metrics to Watch Daily
* Technology that Identifies Marketing ROI
* The Problem with Traditional Tracking Methods
The webinar will take place on Thursday, April 18, at 1 pm ET / 12 pm CT / 11 am MT / 10 am PT. Click to register
This webinar will be presented by Kevin M. Williams, President of SeniorMarketing.com. Over the past seven years, Kevin has generated thousands of senior living leads in his career and helped increase profits for senior living communities and nearly every type of senior care option across the country. With SeniorMarketing.com he has directed his talents and unique growth strategies exclusively to the senior living industry.
SeniorMarketing.com now helps communities from coast to coast to increase their occupancy and profits through the company’s unique Outsourced Marketing Director program and other tools. He is also a contributor to industry magazines such as McKnight’s Long Term Care News and Assisted Living, and Advance For Long Term Care Management.
With Facebook and other new media options, should we still bother creating and sending out an old-fashioned newsletter?
Recently on LinkedIn, it was posted that “50 % of our prospects for Assisted Living should come from our website.” Most of the feedback was that the number seemed high, although some agreed with the statement. BUT all commented that less than half of those leads are actually qualified (financially or otherwise) and that the best source of qualified leads is referrals.
One participant agreed that “the real challenge is building an online presence to attract quality leads”, but others pointed out the “need for ‘human interaction’ to get the best qualified lead”. Perhaps online presence may work in other industries, however, in senior living, when one is searching…it is usually at a moment of crisis… Folks are not in the right state of mind, nor may they know all the financial facts. There are a plethora of variables to ‘determine a qualified lead.“
Another participant replied that about 30% of their leads will come through a web form on the website. “Of course this is dependent upon the amount of traffic that is driven to the website. These leads are usually “non urgent” and usually take at least 3-5 follow-up touches to move them forward into the sales process. We have implemented online chat into our clients’ websites to allow prospects or loved ones who are doing their own research online to ask questions in a non-pressured environment. My community advisors handle all of the incoming chats and have a 65% online chat to tour conversion rate. I believe that these electronic and internet leads will increase as prospects start to do their own research online and as the new generations take over doing this task for their parents and loved ones.”
You can’t forget that we all need a complete strategy along with a strong website, to social media platforms etc… and that geographic location can also make a difference.
A final remark: “The reality is – at least for senior housing – the purpose of your website is to get your community into the prospect’s consideration set. No one will make a decision on a future home based solely on a website. What you want your website to do is provide a sufficiently compelling message to prompt your prospect to take a closer look at you – by calling, visiting, requesting more information online, etc. And you accomplish this by showing how your community is special/unique from other senior housing options in your market area. I might add that you need to communicate that compelling message quickly – the metrics we have tracked for our clients consistently indicate that roughly 50% of prospects will make the decision about whether to include a community in their consideration set before they ever leave the website’s home page.”
How does this compare to your findings?