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.
Tuesday, January 31, 2012
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.
Monday, January 23, 2012
Diffusing Complaints
Nothing is ever perfect and certainly we all have complaints.
But today, I realized that when someone offers constructive criticism; how our input is handled can either make us fans or foes and it's all in the hands of the receiver.
So I offer you my rants without raves:
1. I don't appreciate being told that's how its always been done. That may well be but change is good too.
2. It would be nice to hear, "I really appreciate your opinion" or "I'm so glad you took the time to share this". Rather than write a letter, I took the time to call and what I offered wasn't appreciated.
3. Being told, I'll take it to the powers that be....powers have names.
4. Oh, we can't do that....well maybe we can. You just never know until you try.
5. It would be nice to hear, I'll look into that. That certainly diffuses someone and it doesn't commit but it's nice to know someone is listening.
So what happens when you don't hear what you need...the thoughts fester. Rants are like that. When you have a bad experience; it doesn't get better ...it festers. So what easily could be remedied with some good customer service and diplomacy now is still unsettled.
But today, I realized that when someone offers constructive criticism; how our input is handled can either make us fans or foes and it's all in the hands of the receiver.
So I offer you my rants without raves:
1. I don't appreciate being told that's how its always been done. That may well be but change is good too.
2. It would be nice to hear, "I really appreciate your opinion" or "I'm so glad you took the time to share this". Rather than write a letter, I took the time to call and what I offered wasn't appreciated.
3. Being told, I'll take it to the powers that be....powers have names.
4. Oh, we can't do that....well maybe we can. You just never know until you try.
5. It would be nice to hear, I'll look into that. That certainly diffuses someone and it doesn't commit but it's nice to know someone is listening.
So what happens when you don't hear what you need...the thoughts fester. Rants are like that. When you have a bad experience; it doesn't get better ...it festers. So what easily could be remedied with some good customer service and diplomacy now is still unsettled.
Wednesday, January 18, 2012
Making Activities Dynamic Offers Great PR
Meetings with activity directors are very productive in surfacing some creative ideas for publicity for your senior community. While many of their events are geared to satisfying the interests of residents; some brainstorming may put you on the right track to get the commuity in the news.
Start with Chase's Guide to Special Events and think several months out. April and Easter for example. The typical brunch can be more interesting when you add an easter bonnet or a pet parade. Invite grandchildren and employees to bring their pets--even include a few VIP's in your city. It doesn't need to be complicated with prizes --just keep it simple and have everyone walk a runway to some cute commentary.
Start having Facebook classes and invite teens or college students to help. Give them some sensitivity training first so they appreciate senior's limitations.
Mothers Day also can be more creative with something that mothers and daughters can do together--flower arranging or scrapbooking. Here again--go beyond a typical brunch and find something more engaging.
Find a local charity to embrace for the year's project and create a variety of events to help--maybe deliver food baskets or knit blankets. Everyone enjoys helping others; they like someone to facililtate.
Hold a holiday event a few days prior to the official holiday--this way photographers and writers may get a jump on their holiday news article and get to stay home with their families. They really appreciate this.
Start with Chase's Guide to Special Events and think several months out. April and Easter for example. The typical brunch can be more interesting when you add an easter bonnet or a pet parade. Invite grandchildren and employees to bring their pets--even include a few VIP's in your city. It doesn't need to be complicated with prizes --just keep it simple and have everyone walk a runway to some cute commentary.
Start having Facebook classes and invite teens or college students to help. Give them some sensitivity training first so they appreciate senior's limitations.
Mothers Day also can be more creative with something that mothers and daughters can do together--flower arranging or scrapbooking. Here again--go beyond a typical brunch and find something more engaging.
Find a local charity to embrace for the year's project and create a variety of events to help--maybe deliver food baskets or knit blankets. Everyone enjoys helping others; they like someone to facililtate.
Hold a holiday event a few days prior to the official holiday--this way photographers and writers may get a jump on their holiday news article and get to stay home with their families. They really appreciate this.
Tuesday, January 10, 2012
Tips on Dealing with the Media
Trying to get coverage for your community?
Reporters have compiled some useful tips that I think you may find useful:
1. Read their articles and make sure they are the right reporter to contact.
2. Make sure they aren't on deadline if you are contacting them by phone.
3. Take advantage of multi-media to explain something and provide pictures and video.
4. You may have a great story that doesn't get any pick up--it just wasn't a good day. Repackage it and try again.
5. Be careful not to use industry jargon--they don't understand your industry. For example--census. May make sense to you but not to them.
6. Spin and fluff are annoying--get to the facts.
7. They are busy and overworked--you may not hear back but they still are interested.
8. Email works great but work on a compelling subject line
9. What you want to accomplish may be at odds with their assignments.
10. Try to help them when they reach out to you. If they know you can deliver; when you need them..it will be easier. If you can't help; let them know so they'll know you tried.
Many of our clients think it's easy to get their name in the newspaper. It's a challenge we don't take lightly.
Reporters have compiled some useful tips that I think you may find useful:
1. Read their articles and make sure they are the right reporter to contact.
2. Make sure they aren't on deadline if you are contacting them by phone.
3. Take advantage of multi-media to explain something and provide pictures and video.
4. You may have a great story that doesn't get any pick up--it just wasn't a good day. Repackage it and try again.
5. Be careful not to use industry jargon--they don't understand your industry. For example--census. May make sense to you but not to them.
6. Spin and fluff are annoying--get to the facts.
7. They are busy and overworked--you may not hear back but they still are interested.
8. Email works great but work on a compelling subject line
9. What you want to accomplish may be at odds with their assignments.
10. Try to help them when they reach out to you. If they know you can deliver; when you need them..it will be easier. If you can't help; let them know so they'll know you tried.
Many of our clients think it's easy to get their name in the newspaper. It's a challenge we don't take lightly.
Monday, January 9, 2012
Walking Billboards Signs to Behold
Communities in South Florida now are tackling the issue of walking billboards which I refer to as human signs.
The criticism is that they distract drivers and block sidewalks at intersections. I have criticized their use for appropriate signage for communities since they are associated with small business gimicks including going out of business.
It just doesn't seem appropriate that someone considering the purchase of a home; would be enticed by a sign waver on a street corner. I contend that if sales people lament that their location is so difficult to find--one needs to look at the various communication tools used by a community to see how directionals can be clearer.
Have you been enticed by a sign waver? We'd like to hear your story.
The criticism is that they distract drivers and block sidewalks at intersections. I have criticized their use for appropriate signage for communities since they are associated with small business gimicks including going out of business.
It just doesn't seem appropriate that someone considering the purchase of a home; would be enticed by a sign waver on a street corner. I contend that if sales people lament that their location is so difficult to find--one needs to look at the various communication tools used by a community to see how directionals can be clearer.
Have you been enticed by a sign waver? We'd like to hear your story.
Wednesday, January 4, 2012
International Builders Show Highlights Feb.
If you thought Lowes and HomeDepot were exciting; the International Builders Show Feb. 8-11 in Orlando is unbelievable. Despite slow downs in the homebuilding industry; this is a must for those in the construction business and the various trades and consultants in the industry. Education opportunities are excellent in a variety of subjects including green building, universal design and multifamily apartments. I'm speaking on Thursday, Feb. 8 at 8:00 on 50 Proven Strategies for Active Adult Communities.
The exhibits are geared for the trade rather than consumers so unfortunately the general public is not invited.
It's mindboggling--Kohler usually has a block size exhibit as does GE and Sears. You'll get great stuff to bring home too. There's usually cooking demostrations with well known chefs demonstrating the latest in ranges and race car drivers giving autographs.
The energy is contagious and hopefully this year's attendees will be more optimistic of a housing recovery. Someone once said...the industry will turn around and I want to be there for it.
Hope to see you in Orlando.
The exhibits are geared for the trade rather than consumers so unfortunately the general public is not invited.
It's mindboggling--Kohler usually has a block size exhibit as does GE and Sears. You'll get great stuff to bring home too. There's usually cooking demostrations with well known chefs demonstrating the latest in ranges and race car drivers giving autographs.
The energy is contagious and hopefully this year's attendees will be more optimistic of a housing recovery. Someone once said...the industry will turn around and I want to be there for it.
Hope to see you in Orlando.
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