selling an operational community

Selling an Operational CommunityPresented by Angela Hanson

Key Understanding

“CCRC’s are SOLD, not Bought”

or

Selling an Operational CCRC

Lead Faces a Complex Decision Process-

Financial ConsiderationsContractual ImplicationsChoices that impact how they will liveNegative emotional connotationSale of HomePhysical Move

All and all, just too over whelming……

Good to Great

What qualities make a great sales person? One more……..

They are INTERESTED, not interesting

Decision Drivers

Phase/Care Level -Health Services-• Needs DrivenIndependent Living-Blue Sky• Plan in PlaceOperational• Ready to move

Multi Layered Decision Process

Getting to “yes”:

One• Will I ever move?• Home vs. CCRC

Two• Where will I move?• Your CCRC vs. Competition

Three

• When will I move?• Move now vs. Move later

(A.K.A “Not ready yet”)

Cart before the Horse

“You can’t sell urgency before desire”

You had how many cancels??

Question: What percentage of Blue Sky depositors typically move into a community?

Answer:50%

Operational Sales Objective

Overall Goal-

Get people moved in!

(Fast!)

From Inquiry to Move-in

Sales Process-

Take it one step at a time

Sales Process

Inquiry On-site event

Appointment• Discovery• Tour

Selecting an apt• Inventory Issues• Targeting price

point

Getting to “yes”• Overcome

objections• Eliminate

Obstacles• Creating urgency

Deposit• Move-in tools

Move Preparation• Downsize• List house• Physical Move

Actual Move-in

Role Play

Select a lead you haveBe the lead

InquiryDiscoveryGet to yes

Inquiry

ALWAYSAsk how they heardConfirm infoHave they visitedReason for callTry to get them inConfirm next step

AVOIDSelling by phoneNot being interestedNot setting timingSpecifics of pricingQualifying by phoneSending too much

On-site Event

ALWAYSConfirm rsvpEstablish agendaReview logisticsRegisterBasic & GeneralUtilize residentsConfirm next step

AVOIDOver informingOver touringToo many attendeesSpecifics of pricingGoing too long

Appointment

PreparationReview notes-

What do you know?What do you need to know?

Notification of staffPrepare collaterals etc.Refreshments Preview areas to be used/toured

Discovery

OBSERVATIONPhysical appearanceMobilityBody languageEye sight & hearing

INTRODUCTION

Establish connectionExplain process & timingQuid pro quoBe “interested”

Tour

ALWAYSMatch to wantsMap in advanceFocus busy areasIntroductionsBasic & GeneralUtilize residents

AVOIDDon’t show it “all”Dining on the 1st visitAssuming wantsRushing

Apartment Selection

• Availability• Price Point• Location• Features and benefits• Handling negatives

Getting to “Yes”

Objections• Too expensive• Apt too small• Desired apt not available• Residents too “old”• Don’t like food• Cheaper at home• “Not ready yet”

Getting to “Yes”

Obstacles• ACI• Terms of the agreement• Timing• Real Estate Market• Apt availability

Getting to “Yes”

Creating Urgency• Health approval• Inventory• Pricing• Reality of current situation• Seasonality• Incentives and Tools• If I could do X, ……….

Deposit

CCRC ? Your CCRC ?Ready yet?Understand value?Found a great apt? ACI supportive? Reviewed finances? Aligns with values?

Ask for the check!

Move Preparation

Move-in ToolsReal estate partnersMarket AnalysisMarket conditionsOrganizer/Planner

Actual Move

Make it happenHand them overAsk for referrals!

Share Your Challenges

Discussion of challenges in your specific communityCommon themes?

Aging community – physical plant tiredResidents aging in placeProgramming, activities, Dining venues

Share a recent success

Share your successShare your ideasOther

Challenge Yourself