Every day a senior living community team comes to work with a full schedule and its own share of new challenges. While accurately tracking call volume and lead volume is definitely good strategy, it can be unrealistic for busy communities that lack the resources and personnel to keep a detailed log. As a community leader, you know better than anyone that managing resident activities, conducting tours, and problem-solving daily dilemmas leave little time to give proper focus to data tracking.
From callers dialing the wrong number to looking for a community that’s in a very different geographic region, lead volume can get easily misinterpreted. Jeff Davidson, Vice President of Solutions Engineering at Serviam, says “People won’t enter in to their CRM those leads that are not real leads…but you need to know that data from a funnel marketing perspective.”
Forbes reports, “According to ITSMA and Vision Edge Marketing, 74% of marketers can’t measure or report how their efforts impact their business. It’s uncertain whether this stems from lack of resources or lack of knowledge on using marketing analytics.”
While surprising, this percentage explains the ambiguity that so many companies face in following trends that will guide them to greater sales and revenue growth. When there’s a sophisticated call tracking system in place, you can not only chart website traffic, but what kind of traffic, what pages stand out to your audience, and areas to improve.
With calls sorted into categories, a community can gain perspective and plan their marketing campaigns strategically and within budget. Jeff says, “Communities that have a good web presence and good marketing will see an average of three calls per month per community…which 25% of those are sales related.”
Tracking website traffic through a platform like Google Analytics also inspires creative ideas that communities might not have thought of before, simply by recording behavioral data of visitors. LinkedIn says, “Keeping up with your analysis regularly helps you achieve your goals easily as it allows us to see what kind of search terms the users are using, what kind of keywords they are using and many more things.”
Leading-edge technology combined with emotionally intelligent marketers can drive success even further. One of Serviams’s case studies reported the following after “studying Avalon’s culture, learning what set its communities apart and makes them appealing places for seniors and their families. It used those distinct differences to build each community a tactical website landing page with discrete tracking technology and analytics. When a family engages with these pages, they’re routed to the Contact Center to help answer questions and schedule tours.”
The results of this case study were pretty amazing. Avalon reported a “year-to-year net move-in gain of 39 residents and got 31% of its 2019 move-ins through digital channels. Increased move-ins accounted for more than $2.5M in annualized revenue and a fully operationalized ROI of 211% in the first full year of the engagement.”
Serviam excels in these kinds of remarkable gains for communities. Of the 600 we partner with, each is unique to us and gets a personalized approach to their marketing strategy, and what works best for the residents who will one day call that community home. We track call volume, true lead volume, and work with you on ways to improve or edit your outreach.
On top of driving interest and revenue, we manage every call, even the leads that are really not leads, from spam calls to current residents ringing the front desk to order lunch.
Your schedule is demanding. Your time is precious. And our job is to make every bit of effort you put into your community and every single dollar you invest fully count. Your beautiful community deserves that much. So do your beautiful residents.
The Serviam approach puts time back on your schedule to do what you set out to do: care for those in your care. Contact us today to learn more.