Marketing and Sales Road Map · Marketing and Sales Road Map ... encounter as you’re are...

Marketing and Sales Road Mapfrom Concept to Opening

Rob Adams

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Rob Adams

Senior Vice President, Richmond

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Is your organization for-profit or not-for-profit?

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Understand the community journey from concept to opening, always staying focused on the buyer.

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Buyer Journey

AWARE

INTERESTED

EVALUATING

INITIALLY ENGAGED

LOYAL

COMMITTED

ACTING

Buyer Emotion:Their knowledge varies in depth and detail — and accuracy.

Marketing Consideration:Are we in front of the desired audience?

Success Measure:Market research on awareness levels

Quantifiable Goals: Total impressions, website traffic

Buyer Emotion:A trigger event starts the information-gathering process.

Marketing Consideration:Are we attracting the desired audience? Can interested prospects find us?

Success Measure:Trackable activity

Quantifiable Goals: Website traffic, social media interaction; online advertising engagement could include clicks (CTR), conversion (CVR)

Buyer Emotion:They take the risk and commit to gathering information about this option.

Marketing Consideration:Is the desired target audience willing to engage in the sales process?

Success Measure:Prospect provides contact information to marketing staff.

Quantifiable Goals: New lead generation

Buyer Emotion:Overcoming preliminary objections, they engage ever more fully with the decision-making process.

Marketing Consideration:Are we providing leads with sufficient information and opportunity to reengage?

Success Measure:Engagement

Quantifiable Goals: Reengagement/Re-inquiries

Buyer Emotion:While “readiness” means different things to different buyers, each now feels well enough informed to commit to a decision.

Marketing Consideration:Are we compelling leads to buy?

Success Measure:One-to-one, in-person sales engagement

Quantifiable Goals: Appointments (initial and subsequent) and deposits

Buyer Emotion:Hesitantly excited, cold feet here and there, and for some, the thrill of having their minds made up — and all seek affirmation for their action.

Marketing Consideration:Are we incentivizing and supporting people to physically move?

Success Measure:Downsizing and home sales, depositor retention

Quantifiable Goals: Closings

Buyer Emotion:As they settle into their new reality, emotions are plentiful, and positive reinforcement completes their journey from shopper’s uncertainty to owner’s advocacy.

Marketing Consideration:Are residents satisfied enough to become advocates for the community?

Success Measure:Residency satisfaction scores and retention

Quantifiable Goals: Referrals

Community Journey

CENSUS ISSUES

EXPANSION

BANKRUPTCYTURNAROUNDREPOSITION

START UPCO

NSTR

UC

TIO

NMA

INT

EN

AN

CE

OPERATIO

NA

L

STA

BILIZED

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Community Journey

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CENSUS ISSUES

EXPANSION

BANKRUPTCYTURNAROUNDREPOSITION

START UP

CON

STRU

CT

IONM

AIN

TE

NA

NCE

OPERATIO

NA

L

STA

BILIZED

Buyer Journey

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AWARE

INTERESTED

EVALUATING

INITIALLY ENGAGED

LOYAL

COMMITTED

ACTING





























Deep dive into some of the stages that you’ll encounter as you’re are marketing your community.

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CONCEPT

1

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FeasibilityResearch

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CONCEPT

R.E.D.Branding

REAL -True to community -Credible to communicate

ESSENTIAL -Key driver of choice -Resonates with all audiences-Sustainable

DISTINCTIVE -Unique -Not owned

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CONCEPT

Development Consulting

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CONCEPT

Sales Team Recruitment/

Hiring/Training

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CONCEPT

Alignmentwith All Teams

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CONCEPT

Enquire CRM

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CONCEPT

AWARENESS

2

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AWARE

INTERESTED

EVALUATING

INITIALLY ENGAGED

LOYAL

COMMITTED

ACTING





























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METRICS-BASEDPLANNING

3 Develop Marketing and Sales Plan + Launch Initial Work

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Senior ID&

Persona

Persona

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Senior ID &

Persona


Public Relations/ Media Relations

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ReputationManagement

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Sales Management and Goal Alignment

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Direct Mail

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Direct Mail

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17400 Holy Names Drive

Lake Oswego, OR 97034

VillageatMarysWoods.org

SOMETHING NEW IS COMING

TO MARY’S WOODS.

Join us for a complimentary

informational lunch.


PPC/ Landing Pages

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PPC/ Landing Pages

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PLANNING

PRIORITYPROGRAM

4

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Metrics-Based Plansto Drive Conversion

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Direct Mail/ Events

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Landing Pageor Microsite

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PPC/Digital Media

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Lead Score

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CONVERSION

5

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Communication Portals and

Digital Signage

!38CONVERSION


Digital Signage

!39CONVERSION


Digital Signage

!40CONVERSION

Retention Tactics

!41CONVERSION

Retention Tactics

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Photo/Shoot Video

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Full Website

!44CONVERSION

Sales Management/ Experience

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MarketingContinues

AWARE

INTERESTED

EVALUATING

INITIALLY ENGAGED

LOYAL

COMMITTED

ACTING





























!46CONVERSION

CONSTRUCTION MOVE IN

6

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Build a Waitlist

!48CONSTRUCTION

MOVE IN

Staff Recruitment/ Hiring/Training

!49CONSTRUCTION

MOVE IN

Staff Recruitment/ Hiring/Training

!50CONSTRUCTION

MOVE IN

OperationalPreparedness

!51CONSTRUCTION

MOVE IN

MarketingContinues

AWARE

INTERESTED

EVALUATING

INITIALLY ENGAGED

LOYAL

COMMITTED

ACTING





























!52CONSTRUCTION

MOVE IN

Checklist

CONCEPT

AWARENESS

METRICS-BASED PLANNING

PRIORITY PROGRAM

CONVERSION

CONSTRUCTION/MOVE IN

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?QUESTIONS?

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THANK YOU

Rob Adams

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Marketing and Sales Road Map · Marketing and Sales Road Map ... encounter as you’re are...

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