You know that strong lead management is crucial to creating a thriving senior living community. Here are some common pitfalls to watch out for.
Neglecting your internet leads
Senior housing communities often overlook internet leads. Don’t neglect a lead because it came from a cold search or an online referral service. Since online shoppers have often done much of their homework before contacting you, these leads may be more qualified than you think. Capitalize on them.
With the internet, speed is key. 35 to 50% of sales go whoever responds first. Make a community-wide rule to respond to internet leads within no more than two hours. Within 15 minutes is ideal.
Forgetting about Google
Search engine results are often the first place where prospectives encounter your community online. To make sure your community is at the top of search results, focus on these three things:
- Search engine optimization (SEO): Make sure you know the keywords that drive leads to your site. A good CRM or Google Adwords Keyword Planner can help jumpstart your SEO process.
- Mobile optimization: Many of your leads will come to you from interested residents searching on their smartphones. Check out our tips on how to optimize your website for mobile users.
- Quality website content: Google prioritizes well-written, valuable content. Make sure your website is chock full of goodies, like well-researched blog posts and other educational content.
Relying on voicemail
If your most urgent calls are coming in on Sunday afternoons and going straight to voicemail, you will lose leads.
Call centers are gold, both for capturing inquiries and for nurturing them into move-ins. A Senior Living SMART study found that call centers nurture more than four times the move-ins than communities alone. A well-trained call center, fully integrated into your CRM, gives you the Midas touch for capturing leads.
Letting leads languish in your CRM
Just because you’ve captured an inquiry, doesn’t mean your community is making the most of it. “When we’re looking in those [CRM] databases, we find that [about] 75% of senior living leads don’t have a next step scheduled to encourage people to move forward,” says Traci Bild, president of Bild & Company, a senior housing consulting firm. “A lot of people get entered into the CRM, and that’s it. The lead never moves forward.”
Capturing inquiries like a pro means making the most of them. Be sure your community has a structured plan for dealing with every inquiry, at every urgency level and stage of the sales cycle. Institute regular CRM check ups to make sure no leads have been ignored.
Do you make the grade when it comes to lead management? Check out our Senior Living Sales and Marketing Report Card.