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Ditch the pen: Senior Living Communities need a CRM

The C-suite may have tasked your team with the unenviable job of increasing occupancy at your community’s location from 2017. If you feel like you’re beating your head against the wall – rotating the same strategies ad nauseum – or feel as if you’re spread too thin and are chasing your proverbial tail to hit sales goals, take heart.

We’ll hit you with the harsh reality first. There isn’t a magic panacea to instantly increase your community’s occupancy. That said, we don’t recommend resting on your laurels, either. There are ways your community can both streamline internal operations while providing a consistent experience for residents, regardless of who answers the phone.

For senior living marketing solutions, this is a simple one, and not a novel concept in 2018. Consider investing in senior living software to increase occupancy – such as a CRM – that integrates into your community’s systems. Let’s look at some benefits to investing in a CRM and why it’s a sound senior living marketing solution.

Streamline Operations and Avoid Headaches by Investing in CRM Software

When attending conferences, you or your team may have rolled their eyes overhearing – “CRM integration into your community’s website”, “choosing the right CRM for your needs” – all the while not knowing what a CRM is beyond its buzzy sounding name. A customer relationship management, or CRM software solution, will help your community’s occupancy by streamlining the sales process for your team, thereby helping them convert more leads into residents for your community.

CRM’s can integrate into nearly every facet of a community’s activities, but most organizations typically start small due to cost and scale as revenue continues to climb. Here are the big benefits to investing in a CRM as a senior living marketing solution.

CRM Benefit #1: Track Sales Opportunities with Ease

Have you ever given a tour and had a great anecdote about a potential resident, only to have it slip your mind before being able to jot it down? Investing in a CRM will provide your team the platform to efficiently manage the information of your prospective resident, the adult child influencer, and anyone else tied to the opportunity. Your team can then view that data at a glance and make additional notes to update the record as needed.

Back in 2015, Gartner predicted that in 2018, more than 50% of organizations will redirect investments and focus on customer experience. Your community will have the dual benefit of investing in technology that not only creates internal efficiencies, but also creates a more positive customer experience.

As far as senior living software to increase occupancy goes, your team can’t go wrong by investing in a CRM that houses customer information. That way your team can refocus its efforts into providing a memorable resident experience without being bogged down with details.

CRM Benefit #2: Big Data, Bite-Sized and Managed

Investing in a CRM will help manage the myriad of data your community receives, and provide a user-friendly way of interpreting and presenting that data. By utilizing a CRM, you can create reports for easy internal sharing and presenting. An integrated CRM can display trends, sales activity, events, budget planning, and more!

A CRM can also help your community calculate ROI to help inform marketing allocations. All that data can become customizable and accessible any time of the day or night. This helps align the C-suite with the day-to-day activities you help manage.

The longer your community is accustomed to using a CRM, the more value it can yield. Investing in a CRM will help your community stay competitive, today and in the future.

CRM Benefit #3: Scalability

Everyone starts somewhere. But having a CRM that grows as your community does, or rather, as needed will be necessary to make the investment worthwhile. As we mentioned earlier, a lot of organizations dip their toes into a CRM with a minimal upfront investment, with the intent to invest more as the internal need becomes greater. Depending on your community/organization, this makes sense.

Having a CRM solution that scales as your community needs the additional functionality will save from paying more in the long-term to upgrade to a different solution. So, choose your CRM wisely. And make the determinization that best aligns with the goals of your community. You can figure out the answers to that question by asking the right questions before making the initial investment.

What’s Next?

So, how will a CRM help your community fill beds? It’s actually pretty simple:

  • Understand where your leads are coming from
  • Spend your marketing dollars more strategically
  • Shorten the sales cycle

We understand there’s a lot to consider before choosing the right CRM for your community. The answer isn’t clean cut, but this guide from PC magazine is a handy resource. Of course, even after you find the right CRM for your community, you’ll still need to understand how it informs your community’s marketing strategy.

The good news is in a future blog post, we’ll dive into some ways your CRM can be used to do just that. If you have questions in the meantime, contact us and we’ll help set your team in the right direction.

About the Author

BrettBenko

Brett Benko

Senior Digital Solutions Specialist

Brett Benko is a digital solutions specialist. He has a knack for client empathy and constantly challenges himself to derive insight while obtaining tangible results. He graduated from Kent State University in 2012. He remains active in academia, having recently served on selection committees and charitable boards. In his free time, he enjoys hiking, writing fiction and poetry, traveling, and unabashedly sings karaoke (to mixed reactions) with friends.

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