Management of Digital Inquiries & Developing Effective Digital Lead Management Strategies#LeadingAgeGulfStates

PRESENTING:Jonathan Hurst-Sneh | Digital User Experience ManagerGlynnDevins

WHY?

“A large majority of U.S. adults – 72% –prefer communication with companies to happen through email.”

- Marketing Sherpa

Channels adult children and seniors prefer by age.

Sources: Pew Research 2014 and GDMetrIQs 2015

Sources: Pew Research 2014 and GDMetrIQs 2015

Sources: Pew Research 2014 and GDMetrIQs 2015

Tech empowers customers

Customerinquiry

responsetime

matters

1 minute

1 hour

1 day

5-minutevs.30-minuteresponse

5minutes

30minutes

100Xgreateroddsofgainingalead

21Xgreateroddstheleadmovesthroughthesalesprocess

Source:InsideSales.com

Potential customers who received an inquiry response within an hour

were 60X more likely to convert

compared to a response after 24 hours

391%

Responding to inquiries in one minute increased the conversion-to-sale rate by

Percent Growth

Only 0.9% of audited companies

Attempted first contactwithin 5 minutes.

Lead cost comparisons

MANAGEMENT OF DIGITAL INQUIRIES

Senior livingmystery shopping

Message received!

We’ll be getting back to you soon.

- CCRC

The Guinea Pigs

• 5 Independent Living requests• 4 Assisted Living requests• 2 Skilled Nursing requests

How did they do?Assisted Living

Noresponseafter2+weeks

Responsewithin3hours,Personalizedanswer

3 -

1 -

How did they do?

Independent Living24-hourresponse,goodfollow-up,answeredquestions

Responsewithin3hours,personalizedanswer

48-hour,cannedresponse

One-hourresponse,answeredquestion

1 -

2 -

1 -

1 -

How did they do?

Skilled Nursing

30 minutes to 1 hour

Make sure to personalize response based on questions asked

How fast?

Learning:

Superstar

Community X

Hour or less response

Good follow-up, personalized response

How fast:

Learnings:

Tips based on Secret Shopping

• RespondASAP

• Answerquestions

• Personalizeresponse

• Thinkthroughprocessandwhentosendspecificmessagesbasedonjourney

• Considermarketingautomationandincludeanonboarding&ongoingnurturecampaign

You wouldn’t ignore your phone,

why ignore online inquiries?

Where are youronline leads going?

Communicatingonline only

Tools for today’s digital sales processHere are some examples:

Mobile devices

Text message reminders

We’re looking forward to meeting you at our

lunch and learn tomorrow!

Calendar scheduling

Email confirmationsfor appointments

Auto-response email

Thanks for reaching out!We’ll be in touch with you

as soon as possible.

FaceTime with other family members

Hey, Joann!Looks great.

Sales counselor to send a video welcome

Nice to meet you Ted. I’m your sales counselor, Sarah.

Packet for first personal response

Marketing Automation

Emailopenrates

Financialservices

Seniorliving Healthcare Nonprofits Retail Travel&

Leisure

26.7%

Emailopenrates

Financialservices

Seniorliving Healthcare Nonprofits Retail Travel&

Leisure

26.7%

22.4%

26.2% 25.3

%20.9%

15.0%

Emailclickrates

Financialservices

Seniorliving Healthcare Nonprofits Retail Travel&

Leisure

4.0%

Emailclickrates

Financialservices

Seniorliving Healthcare Nonprofits Retail Travel&

Leisure

4.0%

3.3%

4.8%

4.2%

3.4%

2.2%

45%ofnewleadssinceJuly1,2014providedeitheraprospectorcontactemailaddress

Pre-Written Sales Templates

• Key Objectives • Appointment Follow-up (24 hours)• Checking In (3 weeks)• Checking In (much later)• Digital Engagement, No Phone• Community Update• Incentive

IL Customer Journey & Marketing Automation

Initial inquiryNameAddressPhoneEmail

DataappendAgeIncomeHomevalueNetworth

Nurturing processFamilyinfoCallhistoryAppointmentsSeminarsObjectionsHotbuttons

Today’s Data

Nurturing processFamilyinfoCallhistoryAppointmentsSeminarsObjectionsHotbuttons

DigitaldataWebinquiry channelSearchkeywordWebsitevisithistoryWebsitepagesviewedVideoswatched

FormscompletedDocumentdownloadsEmailsreceivedEmailsopened/clickedEmailopt-outs

Initial inquiryNameAddressPhoneEmail

DataappendAgeIncomeHomevalueNetworth

Today’s Integrated Data

Everywebvisitbydatabaseleads

Anycombinationofbehaviors

à Highdigital lead

score

Anyvisittoparticularwebpages(e.g.Healthservicespages)

Newwebinquiries

Anyvisitbyspecifiedemail

addresses

Anymediadownloads

(e.g.Floorplans)

SalesCounselorAlerts&TriggeredEmails

OnboardingEmailProgram

Start

OnboardingProgramResults

SalesCycleImprovements

Inquiry-to-appointmentratioincreased

2014:16% 2015:26%

A series of three automated emails:1. Welcome/Thank You – Initial Contact2. Explore Health Services – 3 Days3. Resource/Tips – 3 Days

Onboarding Automation

Customized Content

Onboarding Automation

HOW TO GET STARTED

TODAY

Conduct an audit

Excellent

Satisfactory

Poor

Very poor

Set expectations and goals

Audit results Next audit’s goals

What works?

Differentiating Audiences

Campaign #2Campaign #1

How often should emails be sent?

DAY ONEEVERY 1-2 WEEKS

AS NEEDED

What content works best in an automated welcome series

email program?

Email 1Sent immediately after inquiry

• Include:• Tips for searching &

video

• Ideas:• Lifestyle video• Downloadables

Email 2Lead has done a little research

• Include:• What the community

offers

• Ideas:• Services & amenities• Specific community

features

Email 3Lead has done some searching and knows

specifics about the community

• Include:• What can I afford

• Ideas:• Cost calculator with

specific floor plans that you can afford, based on financials

Email 4Now lead knows what they can afford

• Include:• What their new home

could look like

• Ideas:• Floor plan tools• Interactive tours• Photos

Email 5Lead knows a lot at this point

• Include:• May be researching

other options – like staying at home

• Ideas:• Details of Life Care• Planning ahead is

smart

Email 6Lead is looking for the fine print / anything you

might not tell them up front

• Include:• Specifics such as entrance

fees and monthly service fees

• Sales counselor information

• Ideas:• Explanation of fees• Invitation to set up personal

appointment

On every email we display:

• The community’s contact information• Secondary and tertiary calls to action

(with downloadable PDFs)• Social media links

SUMMARY• Digital continues to outpace other lead sources

• Timely response is critical to increase overall conversion

• Communicate with customers the way they want you to communicate with them

• Consider new tools and solutions to communicate with leads

• Work with your sales team to plan communication processes based on where customers are in sales journey