This article is exclusive content available through your SHN+ subscription. Attendees of the 2024 Senior Housing News Sales and Marketing Conference in Tampa, Florida last week discussed significant changes in senior living sales practices. From adopting a “compassionately aggressive” approach to implementing centralized systems for sales and marketing, providers are investing in new technology to enhance their effectiveness in the coming years.
Key takeaways from the conference include the need for senior living operators to rethink their sales strategies to improve conversion rates, the importance of leveraging social media engagement to drive sales, and the challenges posed by rising acuity levels while marketing independence. Operators are recognizing the need for new sales processes to meet increasing demand and are revamping their approach to sales training.
For example, Artis Senior Living recently revamped its sales process to address lagging conversion rates, highlighting the importance of every department’s involvement in the sales journey. The company emphasized the significance of a compassionate yet assertive approach to guiding prospects through the decision-making process.
Other operators, such as Claiborne Senior Living, have streamlined their sales process by removing outdated practices and personalizing the prospect experience. Social media has also emerged as a crucial component of senior living sales, with operators recruiting specialized team members to enhance brand presence and reach a wider audience.
Despite the high demand for active lifestyle communities, operators are facing challenges related to rising acuity levels among residents. Innovative approaches, such as country club-style membership models, are being implemented to engage prospects earlier in their decision-making process and combat the trend of older residents entering communities with multiple chronic health conditions.
In conclusion, senior living providers are adapting to changing market dynamics by investing in new sales technologies, training staff to prioritize customer service, and utilizing social media as a key sales tool. By reevaluating assumptions about salesperson traits and incorporating empathy and aggression in their approach, operators can enhance conversion rates and meet the evolving needs of prospective residents.
