The legendary management theorist Peter Drucker once said, “What gets measured gets improved.” The trick is to understand the value of data, measure the right things and then make sense of it all to iterate and improve going forward.
In senior living sales, we measure hard numbers like website visitors, number of tours booked, or inquiries→tours→conversions, but many factors that influence older adults’ decision to move into your community are subjective in nature, and can’t be measured with numbers.
Practical considerations play an important role, but ultimately the choice of a senior living community is an emotional decision for older adults and their families that often plays out over an extended period of time.
Post-tour surveys are a valuable tool for senior living sales because they provide insights into the experience and preferences of potential residents and their families—things that can’t be measured easily with numbers. Here are four ways that post-tour surveys can help your senior living sales team succeed:
Identify Areas for Improvement
Post-tour surveys help identify areas where your community can improve its offerings, amenities, and services. Use this feedback to make changes that will make the community more attractive to potential residents and their families. For example:
Understand Your Prospects
By asking questions about the tour experience, post-tour surveys help sales teams understand the preferences and priorities of your visitors. For instance, if many respondents mention the importance of a certain amenity, such as a fitness center, the sales team can emphasize this feature in their marketing and outreach. Example:
Post-tour surveys help you gauge the level of interest of potential residents and their families. By asking questions about the likelihood of choosing the community, the sales team can prioritize follow-up efforts and focus their resources on those most likely to become residents. Example:
By soliciting feedback and responding to it, post-tour surveys help build relationships by establishing a give-and-take between your sales teams and your potential residents. This helps establish trust and confidence in your community and makes it more likely that the prospects will choose to move in. Example:
Overall, post-tour surveys are an effective tool for senior living sales teams to improve their offerings, understand their target audience, and build relationships with potential residents and their families.
Try the Waypoint Navigator for Free!
If your senior living community is looking to improve its online presence by taking website interactivity to the next level, consider exploring our options here at Waypoint.
Using Waypoint’s Navigator VSA tool, providers we’ve partnered with have realized as much as a 27X ROI on tech investment, converted up to 34% of inquiries to tours, and generated an estimated $1M in sales.