Many times sales peoples' response when they learn that they were shopped is "I could tell it was a shopper". My response, "Then why were your scores so low...why didn't you ask Mom's name?"
I don't think anyone finds it fun to be critiqued and yet how can someone improve, unless they know their strengths and weaknesses.
I draw the comparison to videotaping a golf swing. Certainly you don't want it shown on YouTube but it really helps in understanding what you are doing right or wrong.
In a weekly photography class I take, our work is critiqued by the instructor and fellow classmates. It's difficult to hear but these coments make me better.
Mystery shopping is similar.
There are also some findings that are equally useful. How the telephone is answered by a receptionist and transfered to the marketing department; how discovery is conducted and if they sound scripted or sincere; if a tour was encouraged or if a more passive approach was taken to send a brochure.
While face to face shops are useful too; they take about an hour of a sales person's time and can be more subjective by the evaluator. Since in senior housing there always be telephone contact, I think its useful to use telephone mystery shopping during and after hours.
It's also important to shop website for responses as well.
Mystery shopping reports should be shared with the person evaluated but not with everyone. If a team was shopped; a trainer can use the information gleaned for training but it's not necessary to play recorded phone calls for the group.
Friday, March 9, 2012
Wednesday, February 29, 2012
Social Media Requires On Going Posts
For many, initially social media and regular postings seem like an easy task. We aren't talking about the generation that posts about what they are doing each hour. We're talking about regular postings geared to a business and for our clients--active adult and senior communities.
Sure is seems easy. It's the on-going premise that is difficult to accomplish. Everyone's plate is full at the community. Does an activity director need to write messages? They are organizing the next outing or booking entertainment; checking in on a new instructor or planning an art show.
How about the marketing team? They should be working on their leads and spending time with customers. Do you want them writing copy?
The executive director? There is a myriad of management responsibilities on their plate.
So who is going to keep these posts maintained.
Outsourcing may be worth considering but make sure whoever is posting understands the whole picture of the communication strategy. One should consider the potential audience to reach and the value found in the content of posts. Pictures are so important in making content more appealing. Remember the saying a picture is worth 1000 words.
Plan content a month in advance and research many variables for interesting content. See if your area has special happenings in the month or are there national holidays to celebrate. Meetings iwith team members is important to as they can bring good ideas to the table to incorporate.
Sure is seems easy. It's the on-going premise that is difficult to accomplish. Everyone's plate is full at the community. Does an activity director need to write messages? They are organizing the next outing or booking entertainment; checking in on a new instructor or planning an art show.
How about the marketing team? They should be working on their leads and spending time with customers. Do you want them writing copy?
The executive director? There is a myriad of management responsibilities on their plate.
So who is going to keep these posts maintained.
Outsourcing may be worth considering but make sure whoever is posting understands the whole picture of the communication strategy. One should consider the potential audience to reach and the value found in the content of posts. Pictures are so important in making content more appealing. Remember the saying a picture is worth 1000 words.
Plan content a month in advance and research many variables for interesting content. See if your area has special happenings in the month or are there national holidays to celebrate. Meetings iwith team members is important to as they can bring good ideas to the table to incorporate.
Tuesday, February 28, 2012
Events Are Great PR Opportunities
Want to wow customers?
Events are so effective in promoting a community and its brand. Often events at senior communities are planned for residents but with alittle retweaking; they are great prospect generators too.
Events offer opportunities to interact with potential customers in a less threatening environment. When people are having a good time; they are much more receptive to learning about something new. If you can weave in a small commercial about your community all the better.
I recently attended an event that our client hosted in a local theater for a performance one evening. They had reserved a block of seats for guests and had champagne reception prior to the play. The only selling was several displays on their new community and brochures. The evening was soft selling for sure. It was very effective. People came with friends and family and were so happy and the subliminal selling was terrific.
I must say this was much better than another lecture on long term care or estate plans.
Events offer opportunities to attract new customers and win their loyalty. They retain customers and entice former customers back.
Events take planning and a gameplan. Keeping everyone in the loop is key. An event may appear effortless; but planners know much more went into its planning to make it effective.
An event should have a clear purpose--what is to be gained from an event. Most importantly, there should be followup planned in advance.
I hope you will consider events for your active adult or senior community. They are well worth their investment.
Events are so effective in promoting a community and its brand. Often events at senior communities are planned for residents but with alittle retweaking; they are great prospect generators too.
Events offer opportunities to interact with potential customers in a less threatening environment. When people are having a good time; they are much more receptive to learning about something new. If you can weave in a small commercial about your community all the better.
I recently attended an event that our client hosted in a local theater for a performance one evening. They had reserved a block of seats for guests and had champagne reception prior to the play. The only selling was several displays on their new community and brochures. The evening was soft selling for sure. It was very effective. People came with friends and family and were so happy and the subliminal selling was terrific.
I must say this was much better than another lecture on long term care or estate plans.
Events offer opportunities to attract new customers and win their loyalty. They retain customers and entice former customers back.
Events take planning and a gameplan. Keeping everyone in the loop is key. An event may appear effortless; but planners know much more went into its planning to make it effective.
An event should have a clear purpose--what is to be gained from an event. Most importantly, there should be followup planned in advance.
I hope you will consider events for your active adult or senior community. They are well worth their investment.
Monday, February 6, 2012
Superbowl Advertising Illustrate the Power of PR
The best example of the power of pr can be the advertising that takes place for the Superbowl . So much hype surrounds the ads even before they hit the air.
While I'm so attuned to advertising blocking during a tv show; the Superbowl ads force us to view advertising differently--it's not time for a bathroom break.
The hype about the ads started weeks prior to the game and products and the ads were getting great coverage without spending a nickle on tv advertising. With social media abuzz--you could preview ads on YouTube and the morning news shows started airing them as well. People were talking about what products would be aired...what the ads would be like. It's better than the academy awards.
Post game, the buzz continues with everyone voting for favorites.
I think it's pretty amazing how powerful this is and illustrates the power of pr.
Did you have a favorite commercial. My next dog may be named WEGO and I'm changing my preference of beer. To me, if the product supports rescue dogs; it has my support.
While I'm so attuned to advertising blocking during a tv show; the Superbowl ads force us to view advertising differently--it's not time for a bathroom break.
The hype about the ads started weeks prior to the game and products and the ads were getting great coverage without spending a nickle on tv advertising. With social media abuzz--you could preview ads on YouTube and the morning news shows started airing them as well. People were talking about what products would be aired...what the ads would be like. It's better than the academy awards.
Post game, the buzz continues with everyone voting for favorites.
I think it's pretty amazing how powerful this is and illustrates the power of pr.
Did you have a favorite commercial. My next dog may be named WEGO and I'm changing my preference of beer. To me, if the product supports rescue dogs; it has my support.
Tuesday, January 31, 2012
Upcoming NAHB's Best of 50+ Housing Awards
Two of our clients have communities nominated for awards at the upcoming Best of 50+ Housing Awards at the International HomeBuilders Show in Orlando next week. We are so thrilled for them.
Kerry Green with The Ehlers Group worked on the award submissions for The Palace Group's new Coral Gables community.
The Palace Coral Gables is up for gold or silver in three award catagories--best website, best advertising and best on the boards community.
Senior Resource Group's Northridge community is up for gold or silver in two award catagories--best indoor common use space and best CCRC/IL-AL.
The award competition had been on hold for several years due to the economic challenges of bringing new communities to fruition so the award program is a positive indicator things are definitely improving.
Kerry Green with The Ehlers Group worked on the award submissions for The Palace Group's new Coral Gables community.
The Palace Coral Gables is up for gold or silver in three award catagories--best website, best advertising and best on the boards community.
Senior Resource Group's Northridge community is up for gold or silver in two award catagories--best indoor common use space and best CCRC/IL-AL.
The award competition had been on hold for several years due to the economic challenges of bringing new communities to fruition so the award program is a positive indicator things are definitely improving.
Thursday, January 26, 2012
Databases of Lost Leads Hold Nuggets of Gold
Sales departments usually work recent leads very well. Prospects are called, cultivated and nurtured.
But there could be a database of leads considered "old" and "not interested".
Resurrecting interest from these leads is time consuming and frustrating for a sales person wanting to connect with live potential buyers. Makes sense. But while the low hanging fruit is easier to pick; there could be potential interest from that customer who last year said, "they weren't ready yet."
Have you considered outsourcing these calls to someone skilled and qualified to speak on your community's behalf? I don't mean telemarketing call centers.
It requires trained specialists to know how to connect with these people, build rapport and solicit interest. Our callers have worked in senior housing communities and know how to call potential families and inquiries. They did this when they were on staff at communities.
It's amazing how effective this is and allows sales people to do what they do best....work with the newer customers with interest now.
It's important that someone making calls are professional and can be understood by seniors. They need to be able to listen and offer empathy for some one's situation. They need to be patient and understanding.
It's worth trying a list of 100 old leads to see if this helps in recreating interest.
But there could be a database of leads considered "old" and "not interested".
Resurrecting interest from these leads is time consuming and frustrating for a sales person wanting to connect with live potential buyers. Makes sense. But while the low hanging fruit is easier to pick; there could be potential interest from that customer who last year said, "they weren't ready yet."
Have you considered outsourcing these calls to someone skilled and qualified to speak on your community's behalf? I don't mean telemarketing call centers.
It requires trained specialists to know how to connect with these people, build rapport and solicit interest. Our callers have worked in senior housing communities and know how to call potential families and inquiries. They did this when they were on staff at communities.
It's amazing how effective this is and allows sales people to do what they do best....work with the newer customers with interest now.
It's important that someone making calls are professional and can be understood by seniors. They need to be able to listen and offer empathy for some one's situation. They need to be patient and understanding.
It's worth trying a list of 100 old leads to see if this helps in recreating interest.
Wednesday, January 25, 2012
Awards Offer Great PR Opportunites
Taking advatage of award competition offers wonderful pr opportunities. Even if you think you don't have a chance of winning, here are some tips to marketing the award competition:
If you enter:
* Market the submission. Much like movies wanting Academy Award recogntion, it's good to let people know you are entering the award competition. You can use a short blurb in your commuinty's newsletter and social media although it's probably doubtful you can get press coverage on a submission.
* Let your resident know their community is a contender. Build some excitement and interest.
* Find out how many others you are competing against--you may be the only entry from your area or in the catagory.
If you are notified you are a finalist:
* Let people know much like the submission.
If you are a winner:
* First congratulate everyone who contributed. For example, on a housing award--let your architect and design team know of the award.
* Distribute a press release. Often the organization provides a sample.
* If you attend the ceremony; jot down some notes of judges comments and incorporate these quotes in the publicity.
* Spread the word and toot your horn on social media.
* Market in newsletters.
* You may want to recreate the award ceremony at your community and share with residents.
This gives you a few ideas to promote an award. Best of luck.
If you enter:
* Market the submission. Much like movies wanting Academy Award recogntion, it's good to let people know you are entering the award competition. You can use a short blurb in your commuinty's newsletter and social media although it's probably doubtful you can get press coverage on a submission.
* Let your resident know their community is a contender. Build some excitement and interest.
* Find out how many others you are competing against--you may be the only entry from your area or in the catagory.
If you are notified you are a finalist:
* Let people know much like the submission.
If you are a winner:
* First congratulate everyone who contributed. For example, on a housing award--let your architect and design team know of the award.
* Distribute a press release. Often the organization provides a sample.
* If you attend the ceremony; jot down some notes of judges comments and incorporate these quotes in the publicity.
* Spread the word and toot your horn on social media.
* Market in newsletters.
* You may want to recreate the award ceremony at your community and share with residents.
This gives you a few ideas to promote an award. Best of luck.
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