Pre-Opening and Fill-Up MarketingBarbara Matamoros

Retention

Fundamentals of a strong retention program

Conduct personalization with high levels of customer service and thoughtful executionFocus events and activities on community lifestyle rather than the physical construction processBegin to build strong relationships among depositorsStrengthen existing relationship between staff and depositors

Lifestyle Series

A regular schedule of events that depositors can put on their calendars monthly Events that will build a sense of community

Targeting interest levels such as travel, the arts, golf, history, bridge, exercise, etc.Additionally, speaker events such as the moving process helpful hints, listing a home, staging a home to sell or downsize.Receptions for each new staff member joining the community

Which Would You Rather Sell?

Office: logistics from off-site to on-siteModels:

How manyLocationTimingStay overs / Trial Stays / Guest Rooms

Discovery /Closing Space IdentifiedEarly on utilize communityLater, residents are using those spaces

TechnologyPhone System, marketing #, office #, website #REPS – designated internet line – hard line versus wireless.Maintenance Requests

Your New Office

DepositorsSelling in an Operating CommunityResidentsOperations Team

What I Wished I knew

Pre-Opening – Sales approach changes?Mindsets range from - “Someday” to “Now”Contact Level

Events - HIGHCalls - HIGH

Opening – Sales Approach changes?Contact Level

Events- LOW are more lead/prospect focusedCalls – HIGH, even if you fear they will cancel

Depositors

How is Your Buyer Different?

More savvy consumers More family involvement in ILMore needy? They may know your pricesThey may trust you already due to your sponsor credibility and quality of your residentsThey will need to be prepared to move

Entry FeePre-Opening focus on 10%Opening focus on the remaining 90% - move them in!

IncentivesEntry Fee Monthly Service FeeFocus weighted towards move-in not deposit

Financial Shift

Never Skip the Fundamental Steps of a Sale

A “tour” versus a “presentation”

First impressions – more important than everDiscover and Listen to your prospectAnswering objectionsCreating urgencyAmenities versus Benefits

Transitioning from Depositor to Resident.

Sales Team has been the primary contact-Now Operations takes the lead.Be aware of “Separation Anxiety” from the Depositor/ Resident.Residents can become the biggest “thieves” of time once you are operational. Don’t let the “chit chat” take you away from selling!

Residents

Are Your Residents Helping You Sell?

Showing their apartmentsTestimonialsAmbassador participationResident referral campaignsComplimentary meals for charter members

Who Are Your Hottest Leads?

Don’t give up on your cancelled Priority Members Resident Depositor Cancellations and those who haven’t moved in yetRe-inquiries of existing prospectsReferrals

Time Management and Organization

Endless meetings and other distractionsClose your doorLearn to say no Learn to delegateAsk the question: Is what I’m doing right now, leading to my next sale?Beware of frequent resident “drop-ins”staff and depositors

Waiting Lists – Be Wary

Require all paperwork and a substantial deposit Can deter ability to attract younger, more active residents Can slow sales process Gives you the reputation of being full to the point where leads don’t bother to inquire!

Opening and Early Fill-Up of the Community

Integration of Marketing and Management Teams

Executive DirectorMaintenanceLifestylesConciergeBusiness Office Human Resources

Operations Team

Move-In Coordination

“Key Characteristics”Designed to keep reservation depositors involvedMinimize cancellationsGain future commitment to move-in

Move-in Specialist (MIS) will educate and counsel new residents on the move-in preparation, provide general information on selling their houses, put depositors in touch with others who can help the downsize process and prepare for the home sale, wrap, pack and move-in process. Once the community opens, MIS will provide hands-on support to help new residents have a successful move to the community

Continue to build strong relationships among depositors, staff and depositorsOversee general welcome program, introduction to the community and important resident services

Health Services Marketing

Recruitment of two dedicated sales positions; Senior Living Counselor and Community Relations Coordinator“Promotion of Assisted Living, Memory Support and Skilled Nursing begins” through Community OutreachPre-sale commitments of Assisted Living – goal to achieve 50% presales prior to opening of Health ServicesDevelopment of a Professional Referral PlanUtilization of proven communications tactics resulting in enhanced lead generation and overall cost efficienciesTarget market

Age and Income qualified Adult Child InfluencersProfessional referral sourcesAffinity groupsNeighborhood non-profit organizations liaisons

Everyone’s in Marketing

Integration of Marketing and Management Teams

First impression challengesGive marketing overview to ALL new employeesTrain the conciergeMarketing 101 for new Managers/MOD’sPartner with Lifestyles DirectorUtilize Greystone for customer satisfaction