Market View
We work with senior housing providers all over the country and some the most troubling issues we see them face relative to their occupancy are:
Identifying the problem:
When there are occupancy problems, trying to determine if the fundamental cause is the property itself, the market, or the lack of a competent ‘sales’ operations
When the property is stable and relatively high occupancy, there is an overall disappointment in the profitability the property throws off
Frustration when unable to shift facility operations from ‘occupancy’ to high profitability’ occupancy
Investment challenges:
Large investments in people, software, training and marketing are showing no sustainable return
Not clear when such investments should be showing a return
No clear investment priority. Decisions are not made based on what will give the greatest return, but rather an ‘ad hoc’ approach is followed
Sales and operations management problems start to sound like:
“What is the right closing ratio?”
“Not certain we are maximizing current traffic, either phone or Internet. How will I know?”
“My ‘full’ buildings are not as profitable as they should be.”
“I have good sales people in some communities, but we’re struggling to fight the right folks in our lower-occupancy communities.”
And we frequently see the response to issues as ……
Senior Housing providers are investing in their sales operations at record levels. Such investments include:
Hiring sales and sales management staff
Selling skills training
Sales trainers
Contact management and relationship management software, CRM