SeniorLife Solutions/FRESH IDEAS For the Marketing Calendar-During the Tour

FRESH IDEAS For the Marketing Calendar
--During the Tour

Remarks by Scott MacLean

Watch out for the “tour guide” syndrome. Sell, Don’t Tell! Get them involved in the presentation by asking lots of questions. This is how you stay in control.

Use the different areas you are showing to find out more about their lifestyle, their likes and dislikes, their preferences. Then connect those to the benefits of that particular feature. For example, regarding the craft/exercise room, ask what he does to keep himself so fit or if he’s ever tried using an exercise bike. Then, springboard into a benefit based on his answer.

Don’t leave an area without asking a question. This way you stay in control. You learn what their needs, desires, fears are. You get “buying signs” and/or objections.

Don’t feel you have to explain or show everything. Only be concerned with what’s important to the prospect. The only way to know is to ask. For example, as you approach the laundry room, ask, “Mrs. Prospect, would you be doing your own personal laundry or would you prefer that we do it for you?”

Once you have built up rapport, begin asking “trial closes.” What would you think of . . .? How would you like . . .? Wouldn’t that be nice . . .? Which would you prefer . . .?

If possible, connect them to some staff. Try to go beyond an introduction. Have the office manager explain how the gift shop works or have the resident services staff explain how they clean the apartment. Or, have the director explain the activities or wellness program.

Appeal to their need to be accepted by residents. As you find out about them, make specific connections to people who live there who have a common link. You might say, for example, “Oh, you’re from Saxonburg. We have several people living here from there.” Or, “You play bridge? I know of some folks who are looking for another bridge player to round out the club.”

When showing apartments, show smaller units first, allowing the resident/family feedback to dictate whether or when to show larger ones. Show models first. Then take them to an available unit and do a trial close. Ask, "Which one would you prefer, Mrs. Jones, this apartment or that one?"

Scott MacLean is a sixteen-year senior housing veteran. Scott operates his own Indiana-based management and consulting firm and is available for speaking engagements and staff training. You may phone him at (317) 328-2899 or e-mail him at scott@seniorlifeweb.com.