In the world of senior living sales and marketing, industry experts continuously refine their strategies to engage a more informed and tech-savvy customer base. Milena Traikovich, revered for her expertise in lead nurturing and performance optimization, provides us with insights into innovative tactics adopted by major senior living communities, including Atria, Discovery, and Heritage. In this interview, she shares practical applications of AI, emphasizes the importance of strategic events, and discusses the evolving role of sales teams in the face of new consumer expectations.
What specific strategies have Atria, Discovery, and Heritage Communities implemented to engage prospects before they even visit the senior living facilities?
All three operators have adopted unique approaches to engage potential residents early in the decision-making process. Atria, for instance, leverages marketing automation to distribute valuable online content such as retirement and caregiver guides. Discovery employs the “seven touches in seven days” strategy to connect with prospects multiple times in a variety of ways. Heritage focuses on events, relying heavily on engaging adult children, particularly adult daughters, through well-curated experiences like boozy brunches.
Can you explain the “90-90-90 rule” that Heritage Communities follows, and why it is so significant in the sales process?
The “90-90-90 rule,” as articulated by Heritage’s Chief Marketing Officer Lacy Jungman, asserts that 90% of prospects decide whether to move in within 90 seconds of stepping 90 feet into the community. This principle underscores the criticality of those first impressions and fosters a focus on aligning sales efforts with a tailored community experience, involving the engagement of executive directors and departmental alignment.
How has AI roleplaying been utilized by Heritage to improve salesperson training and lead nurturing?
Heritage uses AI roleplaying to simulate realistic sales scenarios, helping salespeople refine their responses and adapt to varied interactions with prospects. By calling a designated number, salespeople engage in conversations with AI agents, requiring them to address objections or inquiries as they would in real-world situations. This tool sharpens their skills, enabling more effective lead nurturing and customer engagement.
What are some of the scenarios that the AI roleplaying system can simulate for Heritage salespeople?
The AI roleplaying system can simulate a range of interactions, from initial inquiries about pricing to handling disinterest. It requires salespeople to think on their feet, addressing objections like “Oh, I’m really not interested,” and adjust their approach to maintain engagement. These scenarios prepare them to respond intuitively and persuasively to varied customer interactions.
How does the “seven touches in seven days” strategy work at Discovery Senior Living, and why is it important?
Discovery’s “seven touches in seven days” strategy is based on the idea of making multiple, diverse contacts within a week to keep prospects engaged. This could involve phone calls, emails, or even video follow-ups, powered by AI tools. By maintaining consistent and personalized communication, Discovery aims to build familiarity and trust, increasing the likelihood of securing a tour and eventual conversion to a resident.
What AI tools is Discovery Senior Living using in its CRM to aid in sales and marketing efforts?
Discovery has integrated AI bots into its CRM, which aid sales teams by suggesting next steps in the sales process. These tools analyze prospect data and interactions to offer recommended actions, thereby guiding sales professionals on how best to engage each lead. Additionally, AI supports video follow-ups by enabling personalized messaging based on prospect data, enhancing communication and follow-up effectiveness.
How has Atria Senior Living utilized marketing automation to ease the workload of its community sales teams?
Atria has capitalized on marketing automation to streamline processes and alleviate the pressure on their sales teams. By creating and distributing digital content like retirement guides, Atria ensures prospects have access to information that aids them in their decision-making process. This automation reduces the need for sales teams to manually engage with each prospect, allowing them to focus on more personalized interactions where needed.
What is the purpose of Atria’s “Social Series” events, and how do they benefit prospective residents and sales teams?
The “Social Series” events serve to immerse prospects in the community environment, allowing them to experience firsthand the daily life and culture. These events provide an opportunity for prospects to interact with both current residents and staff, fostering connections that can alleviate apprehensions. For sales teams, these events act as a platform to engage prospects in a relaxed setting, thereby enhancing the sales experience and increasing conversion rates.
How has Heritage Communities leveraged events such as boozy brunches to attract prospects, and why do they target adult daughters specifically?
Heritage hosts boozy brunches as a way to create memorable, engaging events that appeal to adult daughters—often key decision influencers in choosing senior living options. By focusing on these influencers, Heritage increases its chances of being recommended or preferred when the time comes for families to decide on such essential matters.
Can you elaborate on Discovery’s use of shredding events as a marketing tactic to engage the community?
Discovery uses shredding events to draw local residents to their communities, offering a useful service while raising awareness about their facilities. Although not every participant is a potential resident, these events help establish a positive community presence and plant seeds that can grow into future interest, effectively broadening their marketing reach.
What are some creative incentives senior living operators are using to encourage lead conversion without devaluing their services?
Operators use incentives like waiving moving services or offering brief rent concessions to encourage conversions. Importantly, they are cautious not to diminish perceived value and maintain their pricing integrity. The focus is on value-added offerings that appeal to prospects without compromising the community’s financial structure or undermining the service’s worth.
Why is executive director involvement crucial in aligning sales with community operations according to Heritage’s approach?
Heritage believes executive directors play a pivotal role in leading their sales teams by ensuring all departments work cohesively. Their involvement ensures that everyone understands their role in delivering the “wow” factor encapsulated in the 90-90-90 rule. By integrating sales with other operational facets, directors facilitate a seamless transition from prospect to resident, enhancing the overall customer experience.
How does Discovery monitor resident acquisition costs and utilize revenue optimization to maintain optimal occupancy?
Discovery carefully tracks resident acquisition costs, ensuring they remain proportional to income from rents. This monitoring, paired with a revenue optimization strategy, allows Discovery to determine when to implement specific pricing or discounts. Their approach aims to maximize occupancy while limiting unnecessary financial concessions, ensuring a stable, profitable community environment.
What challenges does a more tech-savvy and educated consumer present to senior living sales teams in 2025?
The tech-savvy consumers of 2025 pose challenges by arriving well-informed and with high expectations. They research pricing and community amenities independently, demanding transparency and sophisticated engagement. Sales teams must adapt by enhancing their digital engagement methods, offering personalized interactions, and providing deeper insights to effectively meet these consumers’ evolved needs.
How should senior living operators conduct a self-audit in sales to ensure they are effectively reaching their target audience?
Operators should continually evaluate the success of their outreach strategies, adjusting them based on performance metrics. This involves examining how well their initiatives are aligned with audience expectations and market demands. By analyzing conversion rates, feedback, and engagement statistics, operators can refine their approach, ensuring a resonant and productive engagement process with prospective residents.
What does Lou Maranto mean by advising operators to “stay on top of your metrics” and ensure proactive monitoring?
Lou Maranto emphasizes the importance of continuously analyzing sales data to preemptively address potential issues. By staying vigilant about trends and key performance indicators, operators can detect problems early and prevent larger issues from developing. This proactive monitoring ensures sustained growth and effective management of community sales efforts.
How does Lacy Jungman view the true role of a senior living salesperson, and what support do prospects seek from them?
Lacy Jungman sees senior living salespeople as trusted advisors rather than just friends. Prospects look to them for guidance, clarity, and help in navigating the complexities of transitioning to senior living. Salespeople need to focus on addressing these needs thoughtfully, positioning themselves as reliable sources of information and support through the decision-making process.
Do you have any advice for our readers?
Regardless of your industry, the key takeaway is to prioritize understanding and meeting your customer’s needs. Stay agile, informed, and proactive in your strategies. By embracing technology and remaining customer-centric, you can navigate challenges and foster meaningful connections that drive success.
