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Automation Simplifies and Streamlines Sales for Communities

Is your community using ‘bad data’ to inform sales and occupancy? Between 3% and 10% of data that communities purchase is inaccurate. While that’s the industry-accepted percentage, our guest joining us today —Mark Ingram— recognized this opportunity and created a process to reduce the error percentage down to 1% or less. And clients only pay for accurate information.

Mark is the CEO and Founder of SenioROI. His background encompasses over 25 years in direct marketing, with 17 of them spent in senior living. Mark enjoys collaborating closely with senior living marketing teams to increase response rates while solving problems and challenges.

Some of the common challenges Mark observes in the market:

  1. Communities not adapting to technology – As an industry, senior living has been a late adopter to emerging tech. A lot of communities are faced with the challenge that if they don’t adopt the right technology, they’ll be left behind.
  2. Finding the right engaged employees – Progressive providers are seeking candidates with a technology background. Not every technology is tailor-made for every community. View it akin to a puzzle: If you’re a provider (single-site or multi-location) and you’re hiring a superstar in tech, your community is looking to put the puzzle together with APIs that will fit the best with your community.

Mark has drilled into data from communities across the country, and one of his eye-opening observations is that 50% of CRM data is bad. He’s spent time with communities instructing them on cleaning up data inconsistencies, and to only work with “good data”.

Good Data, Bad Data, and the Solution: Marketing Automation

One of the questions senior living marketers should be asking themselves:

Am I marketing to a 75-90 year-old? Or does my community market to a 45-50 year-old? The data concerning the 75-90 year-old resident will decay at a greater rate than that of the 45-50 year-old.

Unfortunately, changes in life must be accounted for, especially within a database and the data decay that naturally occurs.

Mark has observed 10% of communities out there integrating marketing automation into their programs. It’s still at an infancy stage, rife with opportunity.

If a marketing automation system is in place for your community, and it’s working right, you’ll know:

  • Who your potential move-in is
  • When they want to be contacted
  • What they can afford

Marketing automation will provide the data and information to make your sales team’s job easier to close that resident, if you know what you’re looking at and how to address the opportunity. You’ll understand much more about your prospective resident based on the data points that user has provided your team.

Mark typically experiences some pushback from sales teams when implementing marketing automation, with one internal early adopter who understands the value and ease of use driving change, with more team members joining the fray once results begin to take hold.

Additional Topics Covered

In addition to the role marketing automation plays within the sales resident journey and sales cycle, the FIFF team addresses:

  • Identifiers of great senior living sales teams
  • Home Health Care
  • Combatting the need to find more qualified CNA’s and caregivers
  • Being able to serve secondary subset markets

You can learn more about Mark and his team at For questions for Phil and the Fresh Insights from Fresh Faces team, contact us. We’ll look forward to overcoming today’s challenges and tomorrow’s senior living opportunities together.

About the Author


Phil Smith

VP of Sales

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