You may want to read Katherine Shaver's article "Seniors mull over trademark license fee" here. She points out an important issue to consider if buying a home or condominium in an active adult community.
It certainly would not occur to me if I was caught up in the excitement of the decision to move to a new lifestyle community. But can you imagine living in a community for over 17 years and then being told you would need to pay to keep the name and an exterior sculpture.
Leisure World has built a brand name in it's communities. It's surprising that it wants to pull it's name and identity from an existing community.
Additionally, with this action to collect licensing fees how can it help build referrals from these homeowners or build on it's brand.It's an interesting dilemna we should watch.
Friday, December 24, 2010
Monday, December 20, 2010
E-Correspondence Tips
Reviewing email communication for your community is an important consideration as this communication tool is used by our sales teams.
Just because someone is a capable sales person does not mean they are a prolific writer.
I recently received an email from a sales person in response to a request for information.
The email was much too detailed with the nuts and bolts or sticks and bricks. It even described the communities many options and upgrades.
Missing was an ability to paint a visual picture in my mind and entice me to want to visit this particular community. The email was sent on a Friday and not followed with a personal telephone call thanking me for my inquiry.
This is an example of letting a lead slip through the cracks.
Some tips:
1. Review email correspondence
2. Help sales personnel by creating suggested templates for responding to inquiries
3. Brainstorm strategy to get everyone on the same page as to what to write to people
4. Less is more is key in corresponding
5. Remember it's a relationship opportunity to get to know the customer behind the inquiry.
Just because someone is a capable sales person does not mean they are a prolific writer.
I recently received an email from a sales person in response to a request for information.
The email was much too detailed with the nuts and bolts or sticks and bricks. It even described the communities many options and upgrades.
Missing was an ability to paint a visual picture in my mind and entice me to want to visit this particular community. The email was sent on a Friday and not followed with a personal telephone call thanking me for my inquiry.
This is an example of letting a lead slip through the cracks.
Some tips:
1. Review email correspondence
2. Help sales personnel by creating suggested templates for responding to inquiries
3. Brainstorm strategy to get everyone on the same page as to what to write to people
4. Less is more is key in corresponding
5. Remember it's a relationship opportunity to get to know the customer behind the inquiry.
The Worst Place to Retire
A recent article about a website topretirements.com listed states such as Arizona, Florida, Illinois, Michigan, Nevada, New Jersey, and California among the worst places to spend golden years.
As a Florida resident I understand. As a strategic marketing and communications specialist my advice is turn a lemon in lemonade.
States being promoted as worst places need to assess their strengths and weaknesses, determine what can be changed and above all start selling their positives.
Why do people select various states for retirement? Often it's family motivated and the desire to be nearer grandchildren.
People who have lived in a community have roots and whatever the failings of the city and state; this is where they have history. That is a pretty valuable consideration.
New Jersey was described as having the highest property taxes plus cold winters. Yet there are any number of wonderful parks, recreation, vast educational opportunities and proximity to New York to help promote New Jersey. People who live there seem to love it and I'm sure they don't appreciate their negative ratings.
Florida certainly has it's share of troubles but we have some of the finest beaches, outstanding weather and cultural diversity. In any weekend in south Florida you can go from Little Havana in Miami to the posh life of South Beach to the glitz of Boca Raton and Palm Beach and simply enjoy being a pedestrian.
Tuesday, December 7, 2010
Go Jane
Jane Fonda's at it again. She's just released new exercise DVD's titled "Fit and Strong" and "Walk Out." If anyone can inspire it's Jane and at 72, she looks great. The exercise devotee advises anyone to get off the couch.
These would be great for senior communities to add to the exercise libraries.
These would be great for senior communities to add to the exercise libraries.
Monday, December 6, 2010
Car Dealerships & Senior Housing
What does a car dealership have in common with a senior living community?
Customer service.
This past week it was my challenge to lease a car...an experience which I find worse than visiting a dentist.
To visit the dealership; I was prepared. With my cell phone to read emails and my latest knitting project...I was ready for the negotiating stay.
At one dealership; I should have packed lunch too. In about two hours, all I had was a salesperson who would disappear for endlessly and return telling me he needed to locate the car I wanted. No refreshments were offered.
When I left the dealership; he called me with a new, best offer--reducing the price by $5.00 and that the best he could do.
The next day, he called again to tell me there was a factory strike in South Africa and he didn't know if the car I wanted would be available for very long.
The second dealership was only a phone relationship. No invitation to visit...no reassurance that we could make a deal....just the facts and that was it. The salesman never has called again to check on my decision.
The third dealership was eager for my business. They assured me that they would beat the price from dealer A and B and set up an appointment for Sat.
The wait at this dealership was not unreasonable and I was offered beverages. When I said I needed to go out and get something to eat; I was offered Cuban pasteries and coffee. When the paperwork was signed; the financial person provided me with a complimentary mug and candy. When I needed to unpack my trunk; I was given logo tote bags and plenty of assistance.
Another interesting approach was that the salesperson didn't make the deal...the second person aka busines manager negotiated the fine points which left the sales person more as a good guy.
All in all...it's an interesting example of customer service.
Applications for senior housing--be sure to make customers comfortable. Send down to the dining room for a quick sandwich if needed because people may need more than cookies.
Be attuned to someone's schedule. They may not be prepared to stay for hours and need to return for a visit.
Followup and connect. Check back first thing in the morning. The customers who visited you yesterday may be planning to visit your competitor that afternoon so it's good to check back with them.
Provide small gifts. It's a nice touch to give someone to remember you by. A mug, playing cards, note pads, bottle water with a logo label and use a logo plastic bag.
Everybody seems to have a use for tote bags so sending these home is useful too.
Customer service.
This past week it was my challenge to lease a car...an experience which I find worse than visiting a dentist.
To visit the dealership; I was prepared. With my cell phone to read emails and my latest knitting project...I was ready for the negotiating stay.
At one dealership; I should have packed lunch too. In about two hours, all I had was a salesperson who would disappear for endlessly and return telling me he needed to locate the car I wanted. No refreshments were offered.
When I left the dealership; he called me with a new, best offer--reducing the price by $5.00 and that the best he could do.
The next day, he called again to tell me there was a factory strike in South Africa and he didn't know if the car I wanted would be available for very long.
The second dealership was only a phone relationship. No invitation to visit...no reassurance that we could make a deal....just the facts and that was it. The salesman never has called again to check on my decision.
The third dealership was eager for my business. They assured me that they would beat the price from dealer A and B and set up an appointment for Sat.
The wait at this dealership was not unreasonable and I was offered beverages. When I said I needed to go out and get something to eat; I was offered Cuban pasteries and coffee. When the paperwork was signed; the financial person provided me with a complimentary mug and candy. When I needed to unpack my trunk; I was given logo tote bags and plenty of assistance.
Another interesting approach was that the salesperson didn't make the deal...the second person aka busines manager negotiated the fine points which left the sales person more as a good guy.
All in all...it's an interesting example of customer service.
Applications for senior housing--be sure to make customers comfortable. Send down to the dining room for a quick sandwich if needed because people may need more than cookies.
Be attuned to someone's schedule. They may not be prepared to stay for hours and need to return for a visit.
Followup and connect. Check back first thing in the morning. The customers who visited you yesterday may be planning to visit your competitor that afternoon so it's good to check back with them.
Provide small gifts. It's a nice touch to give someone to remember you by. A mug, playing cards, note pads, bottle water with a logo label and use a logo plastic bag.
Everybody seems to have a use for tote bags so sending these home is useful too.
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