Wish you had a sure-fire way to increase your move-ins and conversion rates? Would your team like to save time, improve communication and enhance referral efficiency? If so, then you need to check out A Place for Mom’s free CRM integration.
Designed to help senior living communities and their sales teams increase conversions, Partner Web Services (PWS) integrates with your CRM and automatically populates your A Place for Mom referrals, which helps elevate the relationship between your team, our advisors and the families you support.
Here’s How it Works
A Place for Mom’s PWS uses the Internet to facilitate a reliable and secure real-time exchange of data from A Place for Mom’s database to your CRM. A Place for Mom will not have access to your database, so your resident information remains private to your organization. There are currently two versions of the PWS available; uni-directional and bi-directional.
With the uni-directional integration A Place for Mom referrals to your community populate directly into your community’s CRM.
With the bi-directional integration A Place for Mom referrals to your community populate directly into your community’s CRM, and your CRM sends potential resident updates back to A Place for Mom when a potential resident completes a tour or moves-in.
A Place for Mom’s PWS can connect with most CRMs with minimal set-up, and there’s no charge for this service.
While both connections are an option to communities, only a bi-directional PWS connection will provide two-way communication between your community and A Place for Mom, providing key milestones such as completed tours and move-in dates directly to your A Place for Mom Senior Living Advisor, which ensures effective communication between your advisor and sales team.
The Benefits of Greater Connectivity
Communities connecting with our PWS have experienced conversion rate increases up to 30%. This increase is due to the benefits that a uni-directional and bi-directional PWS connection foster, including:
Reduced data entry and improved data accuracy
A Place for Mom leads automatically populate into your CRM, which eliminates mistakes and omissions caused by human error and allows your teams to focus on areas that will drive results and generate revenue.
Prevention of dropped leads and missed opportunities
Case studies have shown that without CRM integration, anywhere from 5% to 50% of A Place for Mom referrals never make it into the community’s CRM. When community staff are stretched thin across multiple pressing issues, potential residents sometimes slip through the cracks. With leads automatically populated into your CRM you eliminate the shrinking lead volume that robs your community of move-ins.
Additional Bi-Directional Benefits: Increased Communication
With the bi-directional PWS, A Place for Mom advisors are automatically notified of milestones like tour completions and can follow up with families to alleviate concerns and move forward in their decision. Plus, when A Place for Mom advisors are automatically notified of move-in confirmations, your sales team’s time is dramatically freed up, especially at month end.
Justin Wray, SVP/VP of Operations at Frontier Management, LLC, says their community made the change to a bi-directional connection because they wanted to ensure their A Place for Mom partnership was as effective as it could be.
“With the opportunity to add on the bi-directional communication we really felt it would help support not only our teams in the field, but the partnerships they have with their local advisors and ensure that communication was really on point and fluid,” Wray says. “You know that every day gets a little bit busy, and this helps make sure that the communication flows as it should.”
Customers like Frontier Management, LLC who have made the switch to a bi-directional connection are finding it extremely effective. Typical move-in conversion rates increase by 10% to 15% with bi-directional PWS integration.
Frontier Management, LLC moved all their communities from a uni- to bi-directional connection last September and found a dramatic increase in both their conversion rate and win rates.*
*Conversion rate is the number of referred families to that community who moved-in (Community’s Move-ins/Unique Referrals or Family Referrals) while Win Rate is a community’s share of overall move-ins for those families referred by A Place for Mom (Community’s Move-ins/Overall Move-ins).
Frontier’s Conversion and Win Rates Before and After Switching to a Bi-Directional Connection
|March 1 – August 31, 2018||September 1, 2018 – Feb 22, 2019||Total increase since moving to a bi-directional connection|
Looking at conversion and win rates in the period before the switch, and the period after, Frontier Management, LLC found that their conversion rates increased from 4.4% to 5.0%, which is a 13.3% increase, and their win rate increased from 10.7% to 12.9%, which is a 20.2% increase .
“Our first quarter was the best that it’s ever been with A Place for Mom as far as our conversions, win rates and move-ins go, so I definitely think the bi-directional communication has helped foster that improved success that we have seen.” Wray says. “It allows for more fluid conversations and more useful information when communicating with advisors to ensure that those leads are being cultivated in a manner that leads towards that move-in.”
When comparing companies of a similar portfolio, A Place for Mom found that Frontier Management, LLC’s conversion rate increased 22.3% more and their win rate increased 35.8% more than their competitors who were on a uni-directional connection.
Wray accounts some of the success seen since Frontier’s switch to a bi-directional connection to a more effective use of everyone’s time. “I think it’s something we’re always looking for – how do we find different efficiencies and I think that this allows and helps in that standpoint,” he says. “When we’re able to give advisors constant information rather than a hit or miss it allows the leads we are working with to be worked in a more positive manner that ultimately can help with increasing our closing ratio.”
Wray points out that a bi-directional connection makes the transfer of information back and forth between his community and A Place for Mom seamless for families. While the time savings is a huge benefit, “it’s less about time and more about focusing on providing timely information for all parties,” he says.
Ready to Get Started?
Integrating your CRM with A Place for Mom’s PWS is free, can take as little as one hour and can save your sales team hundreds of hours in the future.
Reach out to your Account Manager or email firstname.lastname@example.org to get started today. We will set up a kickoff call with you, during which we will discuss what to expect, how the process works, and what we need to get started.