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Don’t Throw the Baby out with the Bath Water

Thursday, June 28, 2018

The latest new thing is exciting and automation and digital metrics are both wonderful strategies to be incorporated into our marketing strategies. I encourage the use of both strategies. However, sometimes the shiny new technique grabs all of our attention and results in less attention towards the basics. The key is to resist this phenomenon so that we maintain a balance between existing and new strategies. ...Read the rest...

Beyond the Numbers

Friday, June 22, 2018

Metrics have been a basic building block of an effective sales campaign for years; however, with today’s technology, sales professionals can go beyond just numbers to be more effective in their marketing efforts. As utilization of the internet has grown among both adult children and older adults searching for senior living, the ability to maximize marketing efforts online has become imperative. Websites are crucial to effective marketing efforts. Additionally, automation presents a strategy to optimize our marketing and sales efforts. ...Read the rest...

Individual Metrics

Friday, June 15, 2018

Another set of numbers that garner the attention of management, both at the departmental and operational level, is individual sales metrics. How often should a prospect be contacted or “touched,” and how does that translate to number of calls needed per day or week? ...Read the rest...

Metrics, the Essential Standbys

Friday, June 08, 2018

Perhaps you have been a sales professional in a senior living community for several years, routinely filling the residences that become vacant through attrition. That’s the first number to which you should pay attention. Each year, approximately 10% or your current number of residences will vacate due to death, health or change of circumstance. In certain life cycles of the community, this figure can drastically increase to percentages as high as 17-18%. Thus, be prepared to refill that number every year. In addition, you may have the responsibility of pre-selling an expansion or additional campus. If that is the case, numbers will assist in you planning on how to accomplish both feats at the same time. Use metrics. ...Read the rest...

It's All About the Numbers

Friday, June 01, 2018

Many areas of our lives are driven by numbers: the lottery, our 401K, our taxes, and our salaries and salary increases. A numbers-driven mentality is particularly important in the realm of sales. Numbers measure our successes as we determine our level of occupancy or conversion rates. ROI numbers are important in making precise budgetary decisions: what is working and what is not. Numbers are often a key factor in accountability within a sales department. ...Read the rest...


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