Effective Direct Mail Campaigns
Published January 17, 2012 | 
Following his presentation at the Advanced Sales & Marketing Summit, Aaron D’Costa, Chief Business Development Officer for Pathway Senior Living, shared some of his experiences with direct mail campaigns.
Targeted lists and economic printing options, he says, are key to minimizing a cost-to-lead ratio for generating prospective residents.
For the reader: does your direct mail campaigns benefit from specific information-gathering and online publishing services?
To listen to an excerpted audio file from the interview (that took place in Dec. 2011), click the link below.
Confronting Emotion (From Provider Magazine)
Published November 2, 2011 | 
Even though financial concerns are often a part of the sales process in seniors housing, are they the end-all determining factor? Not so, according to David Smith and the salespeople he has helped train.
In a 2009 interview with Provider magazine (not the issue pictured–see PDF below), Smith explained his philosophy of relationship-based selling.
“For an overwhelming number of prospects, resistance to making a move to seniors housing is primarily emotional, not financial,” he said. “Give the prospective resident as much time and control over the conversation as possible. Spend time actively listening, supporting, and reassuring. Avoid attempts… Continue reading
Connecting With Prospects
Published August 11, 2011 | While results aren’t always immediate, relationship-based selling is the most effective way to build a customer base and raise occupancies.
Christina Beck, the former leasing director for Mallard Cove Senior Living in Cincinnati, looks back to her experiences with One On One’s unique selling style. The key is to build trust and to let the Prospect know they have someone they can rely on.
Watch the video below to learn about Beck’s experience with relationship-based selling.
Leading from Within
Published August 11, 2011 | If you think the owners or executive directors have nothing to do with sales, think again.
Alun Skitt, executive director for Quail Ridge Senior Living, discusses his role and the role of other administrators in the selling process. When upper management is involved, prospects are more likely to feel positive about moving to their community.
Watch the video below to learn about Skitt’s experience with sales management.
