Boasting a 40-year tradition of providing outstanding long-term care to the community it serves, Lucy Corr Village, a not-for-profit CCRC in Chesterfield, Virginia, was struggling with growing the occupancy of its newer independent living community. Without a firm position in the marketplace, an unstable census and a desire for increased revenue, it was clear the sales process for the community was not working.

“We used strategies we thought we should, like expensive TV and radio advertisements, and a big marketing team. We needed direction and focus to grow occupancy and accomplish sales goals.” The Lucy Corr team needed assistance in gaining perspective – in seeing the big picture – and creating a realistic plan to achieve the results they needed.

When Hamlyn Senior Marketing began collaborating with the staff at Lucy Corr Village, that picture quickly became focused – using four key strategies.

Paradigm shift.

Success, in this case, worked from the top down. Hamlyn’s experts first worked with the C-Level leaders at Lucy Corr to review budgets, research past sales and discuss existing policies and procedures to highlight what was working for the community – and what wasn’t. By clearly illustrating strengths and weaknesses, executive management recognized that changes needed to be made. Their affirmation of the need for adjustments in marketing operations ensured buy-in from and participation of the rest of the staff.

Long-term planning.

Previous to the community’s partnership with Hamlyn, Lucy Corr’s marketing budget was depleted within the first eight months of the year, leaving no funds available for marketing efforts during the last four. A strategic marketing plan and budget were developed by Hamlyn’s experts and Lucy Corr’s sales team. Now, the annual budget is allocated and available throughout the year to support events and other essential marketing operations. This also makes marketing efforts predictable and more efficient for the sales team.

Training.

Following a third-party audit, Hamlyn and Lucy Corr Village leadership better understood the weaknesses in their marketing and sales strategies. Hamlyn was then able to design intensive, targeted training for the sales team, which provided them with the product knowledge, new strategies, tools, metrics and confidence they needed to support success. Further, Hamlyn’s team incorporated non-marketing staff into the training process, and highlighted their integral part in the achievement of census goals. This re-invigorated the entire employee team to continue striving for excellence.

Collateral revision.

Marketing materials, both online and print, were improved to increase the functionality of marketing pieces and to better address the questions and concerns of potential residents and their families. This projected a more polished marketing approach and demonstrated a deeper understanding of customers’ needs.

Partnership Results

• Six years after opening, prior to partnering with Hamlyn Senior Marketing, Springdale at Lucy Corr Village was never full. The census of the independent living was unstable. After joining with Hamlyn, and in only six months, this goal was finally in sight. Census has increased from 78% to 94%, with only three units remaining.
• This was accomplished while reducing the sales team by 50%, and incorporating non-sales staff, as well as residents, into the sales process. This not only improved marketing efforts but also contributed to a greater sense of community.

To focus on your community’s success, contact Hamlyn Senior Marketing at (856) 857-0800.