#3 Listen to what the potential resident REALLY needs.
Sales staff are often so hyper-focused on going through the motions of a tour that they forget an important first step. Before the tour, sales staff should get to know perspective residents and learn their needs. A “home body” may be overwhelmed or turned off if the salesperson emphasizes high-activity areas. If the senior is reluctant to move, teach your sales staff how to dig into the root of why so together, with the senior and his or her family, they can work through any insecurities.
#4 Use a CRM system to track lead interaction.
Don’t rely on your staff’s anecdotal recall to understand your marketing and sales initiatives’ effectiveness. Whether staff contact leads in person, via email, or over the phone, track every interaction with every lead, every time. A customer relationship management (CRM) system is the most effective way to gauge the impact of tactics on your sales traffic.