November 21, 2024
Understanding Local Challenges Helps Build Better Sales Strategies
Every senior living community is unique—so are its sales challenges.
In this Senior Living Minute, Kevin Hess explains why sales teams must analyze local trends and challenges to create targeted sales strategies.
Discover how understanding local competitors and market data can improve occupancy and sales success.
Transcript: Understanding Local Challenges Helps Build Better Sales Strategies
What I really like to do is dig into the community itself and have conversations—not just with the sales team, but also with our frontline staff, executive directors, and regional operations teams—to identify local challenges.
In addition to gathering insights from these conversations, we analyze key data to uncover any immediate obstacles. These could be as simple as adjusting the cadence of follow-ups with prospects or reevaluating the current sales strategy. From there, I create a strategic plan to increase occupancy in ways the community may not have previously considered.
One major focus is identifying the true competitive advantage of each community and determining how to communicate that effectively to prospects. A competitive advantage varies for every property, so it must be specific and unique to each location. To refine this understanding, we conduct a competitive market analysis (CMA) twice a year.
By reviewing the CMA data, we assess not just pricing and availability but also the amenities and differentiators our communities offer—especially those that competitors may lack. This comprehensive approach ensures we are maximizing our strengths and positioning our communities effectively in the market.