THE DINING ROOM TABLE
Do not underestimate the emotions behind saying goodbye to the dining room table. In the book, Demand Side Sales 101, by Bob Moesta, he uses a case study about a 55+ Community. This community came to realize that the biggest obstacle to selling their units was the lack of space for a dining room table. “If they did not know what was going to happen to the dining room table, they were not going to move.” The table represented every holiday, birthday, and special event from their past. The second bedroom with a large suite wasn’t what really mattered. Once the builder added a small room for the dining room table, sales jumped 27%. While the senior most likely will not be bringing their dining room table with them, the point of leaving it behind is forcing the senior to mourn the loss of those memories.
SEEN + HEARD = VALIDATED
Melissa Douaire, a speaker and author on grief, summed it up well when she said, “Change has endings before they are beginnings. In those endings are losses that need to be seen and heard so people feel validated.” When you validate the senior’s feelings during the relocation process, they are better equipped to move forward with the process and will show up to the community happier. Their first impression will not be skewed by an emotionally draining time.
HOW DO COMMUNITIES IMPROVE THE MOVE-IN PROCESS
Improving the move-in process is neither hard nor expensive. Start by creating an onboarding team at the community made up of anyone that should be involved in the process (i.e. Move-In Coordinator, Activities Director, Executive Director, etc.) and define processes to ensure there are daily touchpoints. Implement a Senior Relocation Management Company, like LivNow Relocation, that will not only manage the entire lifecycle of the relocation process, but validate their feelings during the process. Ensure they are set up for success by creating a ‘Welcome Program’ that includes signing them up for activities, planning a welcome reception, stocking their fridge, and other things that will help them feel welcome.
The community’s sale/deposit cancellation rate is something that can be easily tracked as can resident referrals in the first 30- 90 days. Implementing a better move-in process so that your incoming residents feel seen and heard will reduce your sale cancellation rate and increase your resident referrals. But perhaps an even bigger impact will come from the ‘not ready’ leads in your CRM that you will be able to reengage by providing a more thoughtful and complete move-in process. Improve the move-in process and watch your bottom line grow.
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