Operating Communities Action Plan — Item #3, Work Your Lead Base
This week’s message is simple: In all likelihood, your community’s next move-in is someone who is in your lead base right now.
So while it’s important to continue to fill the pipeline with new leads, your best opportunity to make an immediate impact on your census is to hit the phone, send those letters and notes, contact your leads via email, create reasons to get your hottest prospects through the door for face-to-face contact. Be sensitive to the psychological effects of the economic downturn, but remember that many in your lead base can still, in reality, afford to make this move now, whether or not they feel as if they can. Let that knowledge be your motivation to keep picking up the phone.
And keep in mind, just because a prospect is in your lead base doesn’t mean they are exclusively your lead. If they’re considering your retirement community, it’s likely they’re also shopping your competitors. Will your community be top-of-mind on the day they experience a triggering event that makes them think more seriously about a move?
Look for new ways to reach out to your leads and cultivate those relationships. Read an interesting article they might appreciate; call and ask if you can send them a copy. Make an effort to recognize birthdays and anniversaries. Send a note of congratulations when a beloved alma mater wins a big game. After all, people buy from people. This is a relationship sale that happens over time, and the more genuine interest you express, the more trust you build.
We’re hearing from clients that many wait lists have gone cold. Communities with substantial lead bases are struggling to fill vacant units. This might sway you to write off your existing leads in favor of new prospects. That would be a mistake. When you consider that a typical cost-per-lead for an operating community ranges anywhere from $200 to upwards of $500, your lead base represents a significant investment. Treat it like one of your most valuable assets, by making the best use of the time, effort and dollars your organization has invested in the acquisition of those leads. Especially in times like these, we all need to be focused on ways to make the most of every opportunity.
