Priority Programs Need to be Exclusive Offers

In a recent comparison of several senior community's Priority Programs, it became obvious that many of the offers were not exclusive to future residents. Many of the offers would be available to anyone visiting the community--deposit or not.

Our customers and their families read the small print and this is a missed opportunity to sell true benefits. Priority Programs should be exclusive and make these early depositors feel special.

For example: monthly newsletters and invitations to social events as well as opportunities to tour a pre-construction building would be offers to any prospect. Closing incentives would need to be used as such and not also in the priority program.

Some benefits that caught our eye as well as their merchandising:

* Resident privileges so you can participate in community activities;
* Guaranteed locked in rental fees for one year;
* Discounted membership at the local country club;
* Complimentary merchandise;
* Complimentary birthday cake-celebration
* Moving assistance

Focus on making the Priority Program exclusive and sequential incentives that people receive each month. This is where creativity may really capture someone's attention.

Sometimes it's just a little tweak

In working on a tele-mystery shop project for a client, I was surprised at the number of Welcome/Information offices that were unattended during a business day. My calls were transferred from a community switchboard to the welcome center and a voice mail recording took my name and telephone number. Many of my calls were not returned the same day or were returned later in the evening after 7 P.M.

The most interesting thing--when sales people returned my call, they quickly left a message but did not repeat their name or telephone number. Often I needed to replay their voice mail message to jot down the information.

It's these little things that really make a difference to a potential customer. These first impressions really matter. As an adult child shopping for a parent, needing information when doing the research is vital. Times are tough and we can't let potential customers slip through the cracks.

Go To Meetings.com & Headphones

We are planning our first Webinar, June 9 with excerpts from the presentation we gave at the 50+ Housing Symposium in Philadelphia last month. In preparation, I purchased a Logitech ClearChat style headset. What a great device.

After a trial run; I"m sold on the use of the headset as well as the convenience of http://www.gotomeetings.com/ as a replacement to conference calls. For a boomer like myself, embracing these new opportunities makes me smile. The Nike "Just Do It" slogan certainly sums it up. While it make a take alittle longer to master; it's a great feeling to leave the cheese and venture forth.