Selling an Operational Community
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Transcript of Selling an Operational Community
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Selling an Operational CommunityPresented by Angela Hanson
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Key Understanding
“CCRC’s are SOLD, not Bought”
or
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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……
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Good to Great
What qualities make a great sales person? One more……..
They are INTERESTED, not interesting
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Decision Drivers
Phase/Care Level -Health Services-• Needs DrivenIndependent Living-Blue Sky• Plan in PlaceOperational• Ready to move
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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”)
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Cart before the Horse
“You can’t sell urgency before desire”
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You had how many cancels??
Question: What percentage of Blue Sky depositors typically move into a community?
Answer:50%
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Operational Sales Objective
Overall Goal-
Get people moved in!
(Fast!)
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From Inquiry to Move-in
Sales Process-
Take it one step at a time
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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
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Role Play
Select a lead you haveBe the lead
InquiryDiscoveryGet to yes
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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
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On-site Event
ALWAYSConfirm rsvpEstablish agendaReview logisticsRegisterBasic & GeneralUtilize residentsConfirm next step
AVOIDOver informingOver touringToo many attendeesSpecifics of pricingGoing too long
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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
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Discovery
OBSERVATIONPhysical appearanceMobilityBody languageEye sight & hearing
INTRODUCTION
Establish connectionExplain process & timingQuid pro quoBe “interested”
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Tour
ALWAYSMatch to wantsMap in advanceFocus busy areasIntroductionsBasic & GeneralUtilize residents
AVOIDDon’t show it “all”Dining on the 1st visitAssuming wantsRushing
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Apartment Selection
• Availability• Price Point• Location• Features and benefits• Handling negatives
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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”
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Getting to “Yes”
Obstacles• ACI• Terms of the agreement• Timing• Real Estate Market• Apt availability
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Getting to “Yes”
Creating Urgency• Health approval• Inventory• Pricing• Reality of current situation• Seasonality• Incentives and Tools• If I could do X, ……….
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Deposit
CCRC ? Your CCRC ?Ready yet?Understand value?Found a great apt? ACI supportive? Reviewed finances? Aligns with values?
Ask for the check!
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Move Preparation
Move-in ToolsReal estate partnersMarket AnalysisMarket conditionsOrganizer/Planner
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Actual Move
Make it happenHand them overAsk for referrals!
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Share Your Challenges
Discussion of challenges in your specific communityCommon themes?
Aging community – physical plant tiredResidents aging in placeProgramming, activities, Dining venues
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Share a recent success
Share your successShare your ideasOther
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Challenge Yourself