Maximize move-ins from A Place for Mom referrals with these five essential steps, and get the most of your partnership with us!
- Communicate Regularly with your Local Senior Living Advisor
Get to know your local Senior Living Advisor (Advisor) and build a relationship with them. Communicating regularly about open leads can increase your lead conversion and you cultivate more move-ins. APFM Advisors can help you strategize on ways to advance the selling process and provide updated information to you from the family. Many partners follow up with their Advisor after every tour to provide an update, strategize together and to request feedback if the Advisor uncovers an objection from the family Utilize a variety of communication methods with your Advisors – phone, email, text, video conference. Quick tip: You can text your Advisors, utilizing their “desk” phone number.
- Share Your Community Differentiators
Help your Advisor better understand the specific services or care your community provides, and what sets you apart from other competitors in the market. Share with them your unique programs, community design, care capabilities, amenities, incentives or anything additional to help the Advisor convey the value of your community to a family. In addition, keep your community profile updated on our Partner Central site. Your community profile is viewed by both families and APFM Senior Living Advisors when they are referring prospective residents.
- Respond Quickly and Persistently to Leads
A great way to get the most out of our partnership is to respond quickly and persistently to new APFM-referred leads. Communities that contact a new lead within 30 minutes has a 25% higher share of APFM-referred move-ins (“Win Rate”) than communities who wait 24 hours or longer to respond. Our Advisors have conveyed the benefits of senior living and have introduced some of the services and differentiators with the families they’ve referred. These families are waiting for your outreach. Data shows that the quicker you connect with a new family, the better chance you have to move them to your community.
As you know, families can be busy and may not be available to respond to your initial contact. But don’t give up! Having a consistent outreach program provides more opportunity for you to connect with a family and to work with them through their search. We recommend you reach out quickly and persistently through a variety of means. Maybe you call them within 5 minutes of receiving the referral alert, and if you do not reach them, you might send them a text or email. You may choose to call or text them again later in the day or first thing the next morning. These various attempts can increase your Win Rate up to 44% higher than just one attempt. Speed and persistency are key when working with referrals from APFM.
We know that tours are critical for a family to select their community, and we are working hard to support you in those key sales opportunities. Your local Advisors works in tandem with you, attempting to schedule a tour during their initial consultation with a family, as well as during subsequent interactions during their follow-up. Our most successful partners have trained multiple team members to be able to assist a family for whom we’ve scheduled a tour.
- 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 empowers our partners to be able to customize their community profile and to view detailed reports that help you really dig into your leads, connect with your Advisors and to understand your competitive market – all with the goal to help you cultivate more move-ins. Partner Central provides you with the ability to:
- Track referral updates from your Advisors about a specific lead
- Track conversion rates of the leads we’ve sent, as well as your community’s win rate
- Identify lost move-ins and your key competitors
- Analyze pricing within your competitive market and determine your relative price position
- Manage in real-time your community profile page, which families see prior to touring your community and Advisors reference in order to determine referrals that are the right fit for your community.
- Review Monthly Move-In Reports
We send you a monthly Community Report at the start of each month to help you stay on track with the families we’ve referred, to give you a quick update on the Advisors who are referring to you and to provide a reminder of the initial pricing for your community which our Advisors are considering when they’re working with families. You can view, export, and share the insightful referral and move-in data with others in your community. Be sure to review and strategize on all open leads with your Advisors. Quick tip: When you click on the hyperlink under the referral, you’ll be redirected to Partner Central, where you can easily view all Referral Updates, as well as utilize our quick communication tool to strategize with your Advisor.
We appreciate our partnership with you, and we want to empower you with quick, actionable, impactful tips. We have the same goal: to help right-fit families to move-in to your community. When you put these best practices into play, you will get the most out of our partnership. Remember, the key to cultivating more move-ins is speed, persistence, and collaborating with your Advisor!
Do you have additional ideas on increasing your move-ins with APFM referrals? Please share them in the comments below.