In long-term care, resident attrition is an anticipated occurrence. When a specialized memory care community, nestled in the woodlands of upper Bucks County Pennsylvania, experienced an unexpectedly high rate of resident turnover, their sales team faced the challenge of not only sustaining, but also growing occupancy in a concentrated and competitive marketplace. The community partnered with Hamlyn Senior Marketing to develop immediate solutions and long-term plans to accomplish this goal. This collaboration was the key to a stunning success.
With Hamlyn’s guidance and expertise in sales training, effective closing, and best practice implementation, census increased 15% – from 81% to 96% – in just seven weeks; the sales team also began to build a healthy wait list to better manage future resident attrition.
Here’s how Hamlyn raised occupancy in a short time:
Sharing Knowledge: Guidance & Training
A strong understanding of industry selling skills and best practices are the basis for success. Our experts provided the sales team with the training and tools they needed to increase sales quickly. Staff refreshed and built upon sales and marketing competencies, including effective and efficient closing skills, lead and sales tracking, and time management.
Creating Structure: Marketing Metrics & Sales Reporting
It’s vital that a sales team helps prospects continue to move through the decision-making process. To support the staff in this endeavor, Hamlyn established call and sales goals, ensuring they were maintaining contact with and creating urgency for prospects. Weekly and monthly reporting and monitoring procedures, including written reports, status calls and meetings, ensured accountability for and consistency of sales efforts. It also provided a forum for the group to proactively manage their challenges, develop solutions, and, as evidenced by the occupancy growth, improve outcomes.
Planning for the Future: Targeted Networking & Strategic Partnerships
Referrals are the most powerful and cost-effective form of marketing for long-term care communities. The sales team was trained in targeted networking, and focused heavily on building a foundation of reliable strategic connections; this network of referral sources will drive immediate revenues to the community, as well as future residents for the community’s wait list. Alliances like these support long-term business generation and census development.
The results of our partnership:
- Occupancy reached 96% over the course of just seven weeks, with deposits taken to fill the remaining units.
- The community now has a viable wait list to fill units immediately when a vacancy arises, minimizing revenue loss.
- Hamlyn Senior Marketing provided this community’s sales team with innovative yet practical pricing strategies to create a sense of urgency amongst prospects, expediting the sales process.
By establishing and managing sales processes, expectations and accountability, and by providing the insight and tools the sales team needed through proper guidance and training, Hamlyn Senior Marketing positioned this memory care community for short- and long-term occupancy success. Its sales team now has the knowledge and structure it needs to maintain census goals, even during times of high resident turnover.
Create a plan for occupancy success for your community.
Contact us at 856-857-0800.
This community’s name has been withheld upon client request.