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