In order to maximize move-ins from A Place for Mom referrals, follow these five essential steps and get the most of your partnership with us!
1. Know Your Advisor and Communicate About Every Lead
Get to know your Advisor and build a relationship with them by inviting them to tour your community. If the Advisor is not located close by, develop a phone relationship. Communicate frequently about your open leads, and call them to strategize on ways to advance the lead in the selling process. When you call your Advisor to provide feedback on each lead, it helps create a follow-up plan between you and your Advisor that can help move this lead forward to tour and eventual move in.
2. Share Information About Your Community
Help your Advisor better understand the specific care your community provides. What sets your community apart from other competitors in the market? Share with them your unique branding to help the Advisor pre-sell your community to a family on the very first discovery phone call. Let your Advisor know of special events your community is hosting, or any special promotions that you are offering. In addition, keep your community profile updated on our Partner Central site. Your community profile is viewed by both prospects and APFM Senior Living Advisors when they are referring prospective residents.
3. Respond Quickly and Persistently to Leads
A great way to get the most out of our partnership is to respond quickly and persistently to all of those new leads that you get from APFM. If you can contact that new lead in under two hours, you are going to have an increase in your market share. A good rule of thumb is to call the new lead twice on the first day, twice on the second day, then once on the third day after receiving the new lead. Voice-to-voice calls are the best, followed by an email if you are unable to reach the family over the phone. Speed and persistency are key when working with referrals from APFM.
Imagine your email inbox as a virtual waiting room and each referral sent from A Place for Mom as a family in waiting. How long would you keep them waiting if they actually walked into your community? Would you keep a family waiting for 2+ hours or even 2+ days? We are guessing that you make a point to greet each family arriving at your community as quickly as possible. We feel that same way about online referrals. Many families are waiting for your call when you receive the APFM referral. As discussed in other articles on this site, data shows that the quicker you connect with a new family, the better chance you have to move them to your community. APFM Senior Living Advisors are trying to set up a tour on that very first phone call. If a tour notice is not sent with a new referral alert, invite the referred family to tour during your first call.
Remember, quick responses to our leads result in a greater share of move-in’s. Persistence is also closely correlated with move-in conversion success.
4. Become a Consistent User of Partner Central
Partner Central is a dynamic online resource provided by APFM exclusively for our partners. This site can help you manage everything in one easy location. If you haven’t already created an account, visit Partner Central and click “Sign Up Now!”
Partner Central contains detailed reports that help you really dig into your leads and help determine which will result in more move-ins for your community. Partner Central provides you with the ability to:
- Track all notifications from your Advisors about a specific lead
- Track conversion rates of leads
- Identify lost move-ins and to what community they were lost
- Analyze competitor prices and determine your relative price position
- Manage in real-time your community profile page used by APFM Advisors when referring your community to a prospective family
5. Review Monthly Move-In Reports
To get the most out of our partnership, please review your monthly move-in report which you receive via email each month. Be sure to review and strategize on all open leads with your Advisor.
When you put these best practices into play, you will really get the most out of our partnership. Remember, the key to more move-ins is speed and persistency, coupled with communicating with your Advisor!
Do you have questions on increasing your move-ins with APFM referrals? Please share them in the comments below.