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Is sales in seniors’ housing really that bad?

Is sales in seniors’ housing really that bad? May 9, 2013

Marketing, research and business development consultant in healthcare, human services and senior living.

Stackpole & Associates has been addressing issues regarding the need for more scientific sales disciplines in the seniors’ housing sector since 1991; it appears that only a few, savvy operators have developed the kind of sophistication that’s necessary. In a session at the Assisted Living Federation of America conference in Charlotte NC, Margaret Wilde of the ProMatura facilitated a fascinating discussion about “obstacles” in seniors’ housing sales. The room was jam-packed with senior operational and sales leaders in the sector. The conclusion? The recruitment, training, systems, metrics in the sector are woefully behind the times, with few exceptions. When occupancies are as low as they currently are, there should be intense self-reflection. This session pointed out the need for far more discipline and structure on the sales side of seniors housing.

The first issue is that too many salespeople are referred to by other names such as “marketing”, “community liaison” and many others. They are also remains a remnant of those who insist that the sector should emphasize “caring” and not sales.

There was a surprising lack of focus around the need for professional sales systems.

In the current economic recession, and the ongoing decline in seniors market, smart operators will develop a laser focus on lead generation (marketing) and lead conversion (sales).

If you’re interested in how to become more focused, send me a note at: istackpole@StackpoleAssociates.com, or call 800-844-9934 extension 11.

Marketing, research and business development consultant in healthcare, human services and senior living.

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