Move
in incentives satisfy the desire of every buyer to
get a "good deal". The
"SATISFACTION GUARANTEE" concept
discussed in our last issue is only one of the
many creative incentives you can create. Move-in
incentives work best when the following guidelines
are used: (1) Use an incentive if you have reason
to believe that the incentive will help to
overcome an obstacle to a decision to move-in to
your facility, (2) Establish a deadline to the
offer to encourage people to act sooner rather
than later, and (3) The incentive should be set up
in such a way that it has a one time limited
impact your financials.
During a recent 90-day sales marathon at an
assisted living community we manage, we offered a
year-end move-in incentive. The result was we
doubled our move-ins in that time period and
almost half of them moved in or began their lease
on the last day of the offer.
Have you had the prospect who seems to back
away from the closing of a sale because the
thought of downsizing the moving the household
seems overwhelming? You might offer to pay up to
$500 to a service such as "Elder Moves"
to help the person with these needs. Or offer to
take care of the costs involved in moving their
possessions to your facility. Or perhaps your
prospect strikes you as a real penny- pincher.
Offer a "Discount Card" good for 20% off
all gift shops purchases and meals for their
guests.
There's no end to the creative solutions you
can offer to your prospects! So get creative,
individualize the incentives whenever possible,
and be careful to ensure that deadlines and
conditions are clearly spelled out whenever
necessary.
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