Effective senior living lead management is all about bridging the gap between your marketing spend and your sales process so that you can maximize new resident intake opportunities and keep your census exactly where you want it. Good lead management and tracking is especially crucial for senior living communities, in part, because of the lengthy sales cycle of acquiring a new resident.
In many cases, your prospects could spend anywhere from several months to a year or more in your sales funnel before they are ready to make a decision about their own or a loved one’s future. How well your sales team nurtures this relationship during the decision-making process determines whether the lead ultimately becomes a resident.
Make Smarter Marketing Decisions that Drive Occupancy
Senior living communities can use lead management and tracking to inform and optimize their marketing decisions. For example, lead management can tell you whether your marketing spend is driving the ROI you want or if it’s falling short of projections. You’ll also be able to evaluate different lead sources by comparing the relative cost per lead. With this insight, you’ll be in a much better position to validate your marketing activity or reallocate your budget if necessary.Better lead management shortens the sales cycle and helps convert prospects to customers. Click To Tweet
Don’t Let Good Leads Slip Away
If you want to improve your lead management strategy and help prevent qualified leads from getting lost during the lengthy sales process, you’ll need to start tracking data – and lots of it. For starters, here’s a list of three critical marketing data categories that should form the foundation of your senior living lead management strategy:
1. Prospective Residents: First, make sure to keep track of the basics like prospect preferences, contact history and scheduled follow ups. But don’t stop here. You should also record their specific interest in your senior living community as well as key influencers who might be driving the decision. Finally, take note of where the prospect is within the sales pipeline and tailor your communications accordingly.
2. Referral Sources: Where did the lead come from? Was it a page on your website, a post on your blog or a direct phone call to your sales department? Understanding where your referrals originate can tell you a great deal about how your prospects prefer to engage with your brand.
3. Lost Leads: Of course, not every lead who enters your senior living sales funnel will turn into a resident. And, sometimes, this is unavoidable for a variety of reasons beyond your control. In other cases, you may be able to glean new insight on how to improve your resident acquisition process based on where the lead exited your funnel.
By no means is this a definitive list of the kind of data you should be tracking for effective senior living lead management. Priority reservations and deposits, event attendance and ROI, and your current occupancy all play important roles in optimizing sales activity.
Senior Living Lead Management Software from MatrixCare
Because of the increasingly complex nature of lead management for senior living communities, many companies are leveraging software to make the task easier, more efficient and less time-consuming. Our comprehensive senior living CRM can help streamline your marketing efforts, maximize occupancy and optimize your marketing strategies. If you’re just getting started with CRM software, we also offer a basic package called Marketing Essentials that offers the core functionality of our complete package at a more accessible price point for those with tighter marketing budgets. Give us a call or request a demo today!