Day 3:Winning Before They Walk In: Prepping for the Visit

Transcript

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Hey there. Welcome again to champions of change corner. I am so excited to be on day three of our 21 days. All things senior living. So, what we're doing today is we're going to go over how to prepare for the visit from families. And the thing is that you want to create. An experience for the family. That's not only going to just. Connect with them build trust, but it's also going to stand out from those others in your area. Meaning competitors. And what do you offer that is different than them? That is really going to help this family. Um, weather or the resident themselves. If you have an independent living. Community. What makes yours stand out? Than the others. And why should that person decide to move into your community? The same thing is in assisted living. Um, or with the memory care community. So. The visit is what I call it. I, again, there is language that's around this industry. Um, and some language is industry. Industry standard like a tour, but my thing is, do you invite people to tell your home. Remember when families come and visit your home, this is the homes of other people. And so, um, I don't ever hear someone saying that they're going to tour an apartment complex. I don't think I've ever heard that as like, oh, I'm going to go and look at the, um, The model apartment. I just never hear that word tour, except if you're in like at a museum or you're, you know, Taurine. Something, but when somebody is home and they're abode. I just personally. I remember when we in the corporate environment changed that name from visit or that language rather from toward a visit. I in my mind, I said, this just makes so much more sense and that's been my language with families. And I did notice that. It helped to break down the barrier. Right. You know, because otherwise it's still is very transactional. Um, but when you're saying come visit the home of my other residents, come visit the home that I am, um, in charge of or running or that I work in or things like that. It's very much of a different idea than, um, using the word like facility or, um, touring and things like that. And so. That is a bonus by the way. But why is having the family come visit you so crucial? And what does it mean for you as a business owner or as a sales professional inside of a community? You know, I always tell people that the first. Um, Quote, unquote, we'll say the word sale in this business is number one. Um, Getting people to say yes to come into your community before they decide to move in. Before they put down at the posit, um, before they pay their community fee. Any of that? Yes, that is all a part of the sales journey and the sales process, meaning their moving process. But the first. Quote unquote sale you have to make is why should they come out of their home? Out of there. Comfort zone or situation or their stress level. Out of their time that they're taking to caregive and work and be their own, um, you know, mother or. Whatever they have going on in their life to come and see what you have to offer. And this is why last, any other last episode, we talked about the right questions. You want to make sure that you are. Number one being honest and transparent. Um, on what your features advantage benefits are. That is not, um, a. A M trademarked. You know, training everybody who has any sales and any, you know, job knows those terms. You know, you want to know what the features are, what is the advantages and what is the benefit? So you want to be able to communicate enough of that. Not everything, obviously, because. You want to be in front of the person. And I say that, meaning that there's only so much you can describe over the phone. For the person to have a real experience. And I will tell any family that's who listens and you need to go visit. You need to see for yourself. What that place looks like is fine. What they say on the phone, but what is, what does that place not only look like? What is their staff like? What is the, you know, does everything match up to what you're hearing over the phone? And so that is the whole idea is that when someone come to you, you are creating that very first impression. You're actually showing them. What's it would be like for either themselves, if they're the residents. Or their loved one. If they are the caregiver. To live in your community and home. And so the other thing that it does is that it builds that trust connection. If you've made a really solid connection by phone, where they first inquired about your community now, Through visiting your community. You can further. And deeper solidify that trust. There's something that's just different. That's why videos are so. Good in terms of marketing your community and sending video emails and things like that. Because when people see. Um, the facial expressions and the tone, and they see you and you look trustworthy, even though we all know not everybody's Tressler, they, but. At least you're you. With the words with your actions, with your responsiveness, with your customer experience, each, each level of that. Keeps building upon the trust. And that is one of the key components of what. You're selling. Basically is that someone is going to trust. That you're going to help them and partner with them in taking care of their loved one. It is not a full on what I consider delegation because I always believe the family caregiver will always be the caregiver. If their family member lives with you. The key is, is that, are you going to be a partner with that family caregiver? And help them with the duties of caregiving so they can really enjoy the relationship and they can, um, really not have that extra layer of stress that might be on them. Um, You know, it could be time stress maybe because they work so many hours and then you have to go home and cook for their mom. And, you know, so in an independent living community, that might be the only thing that the person needs is like to have their own friends and have somebody who's going to cook and clean for them. And that might be it. And they want to have fun. And so independent living communities are typically like, you know, the fun. You know, it's where people who are around the same age have the same things going on is enjoying each other. And it's really based on the food and activity, like the engagement, the activity. So. With what events they're having. We're assisted living is definitely more need-based because someone needs that and that caregiver who is having to make some very hard decisions in their life. Um, no, that they have come to a possible wall in their life where they needed extra help and, and they don't either know how. I can't afford. Or is at that. Emotional wall where they're needing more support. And that is where you come in. Right. And so the other thing about having, um, or having families come in to see you, is that it, number one, demonstrates your responsiveness. Um, in every step, families are evaluating. Why should I move my loved one in with you? And when you are responsive in their communication, you're showing them that if that loved one does move in with you, you probably would be responsive if they have any. It cares, concerns, challenges, issues, anything like that? And that is so very important when it comes to the retention side of this business. Um, so there's different segments of this business and I'm here for all of it to help you. Um, but when it comes to, you know, you have the, the marketing and the attraction side, you have the. Um, establishing the trust and the journey, you know, and helping and support side. Then you have the, okay. Let's let's do the. Move in, like, let's get the transition going for you. What does that look like? Five. And then you have the final move in. And what does that look like? And then you have the followup. Um, and then at the end, it's the retention. So, so there's all these different layers of this business, um, that you as an owner and operator. Are going to, as you're doing your business is going to learn. Michael and all of this and with the podcasts and the YouTube videos is to help you along the way. So like I said, number one is creating that first impression is one of the things that is the reason for us to have these, um, uh, These visits into our community. It kind of gets them to see, feel, smell, um, here. Like those are the five, you know, the census. And to get a sense of what your culture is like. Um, number two is that it's going to build trust. Um, and connection with the family. Number three is going to demonstrate your responsiveness and how you will respond to the family and to your clients as well as to residents. Like I said, right before here, it also showcase your culture. What does the culture of your communities, like every time you walk into a community, there is a, there's a different feeling. And some families will walk in and say, I don't know what it is about this, but when I walked in, I felt. X Y and Z. So I felt. That you know, warm, welcome, or I felt this is fun and lively, or I felt this is definitely a, um, stimulating intellectually, like. Every community has its own feeling. And so that is number one. Why I tell families they need to go visit, but number two, when they do visit you, your culture, what you're establishing. Good or bad is going to be revealed. And so, um, we're hoping and praying for the good, like, I want you to develop a really good culture and you need to be purposeful in what kind of culture you're going to create. Um, with your staff so that anyone who visits and anyone who lives there. Um, whether it's possible families or your vendors or the visitors of your residents, they will all have that same feeling. You know, that there's a different feeling. When you go to, let's say. A burger king. Then when you go to let's say a Chick-fil-A. Um, there's a total different environment in terms of feeling and not too. Um, Throw shade at burger king at all. Um, and you know, not to highlight necessarily Chick-fil-A, but. There's a different feeling when you go to let's say a regular gas station or to Buc-ee's. Totally different feelings and that is okay. That's what differentiate the two type of places that you can get gas. Like it's just, that's what it is. And it cannot be denied that there's a different element and feeling that you get when you go into both places. And that has also to do with culture. Number one number. Sorry. Sorry. 3 4, 5 builds confidence. When a family comes and visit you. The reason why that visit is so important is that it helps the family to build confidence, not just in you, but in your expertise and the process that they're going through. A lot of times people are alone. They don't know what they don't know. Especially as a caregiver, it can be very isolating. And so when you are able to tell stories in your. Discussion through the first initial contact and discovery. Um, through the, um, on the phone inquiry. Process, um, even here in the visits and they see other residents who have other families who have gone through the same thing. There is a certain level of comfort in that you're not alone. And when you can communicate that to a family, like. Oh, I had, you know, Someone who lived with me before, who had a very similar situation. And this is one of the things that they were able to do. This is how they, you know, um, were able to navigate this process with their mom or dad, because what happens if you're doing your job, right? You're going to find out a lot about families. And about some of the family dynamics. About people's fear, um, their childhood, like. It's heavy. It's really heavy. Andy. I question, and this is such a side bar inside note, but I questioned. The people who's getting into this and I I'm going on such, I shouldn't even say this, but I questioned. Do they really understand all of us involved, the emotional baggage that comes with owning a business like this. And I see that because a lot of people look at this. As they're looking at the revenue, not necessarily the net profit, because there's expenses that go along with it. And they're looking at if I had multiple of these and you know, and they're looking at just pure numbers. And I am here to say that these are not just numbers. These are peoples and whole lives. And so. I am not going to beat that horse. I say all these horrible animal phrases. I don't know why I get them or where I get them from. But. We don't beat horses. Okay. But. The whole idea is that I want you to understand that what you do. Uh, people have said over and over again, that it is God's work. And I mean that, because it is. Heavy. If you do this, right? Some of the things that you're going to hear experience. And help families through. And so. I'm here for it. I'm here to help you and guide you. But I just want you to know that. That building the confidence of a family member when sometimes their confidence is shook because the person they felt was strong. And solid is now in a vulnerable position and they, that may have been their hero. I had a, um, a resident's family, um, who was in virtual tears and he's just like six foot. Five very attractive, man, by the way. Um, and he was just like, almost on the verge of tears. About what was happening to his dad, who he described as his hero, the man who taught him everything. And his dad was in a vulnerable, physical and mental. Position as he aged, but yet he was still at a kind of a young man. And I remember me walking this son through this, and I'll never forget after that first meeting, when he came to visit me. How relieved. He felt that I had solutions that I could help him, that I could walk him through this. Literally this big hole, man. Picked me off my feet and just hugged me and gave me the biggest bear hug ever. Like I was so a HUD. But it spoke to the emotions that you deal with when you are owning, operating, managing. Or in the sales position of a. Senior living community. You're dealing with all of that. So. Building confidence. That was my long way of saying building confidence. Um, Personalizing the experience, it gives you an opportunity. Um, by having a visit to personalize the experience. Um, you want to. Make that experience personal to them? No one wants their, you, no one wants to think of their mom or their dad or their grandma being just like everybody. Else's. Right. When you go to a place, you like those little touches. If you have frequent flyer miles or points with an, um, A hotel or, you know, you do anything where you are treated just a little bit special. Um, It makes you feel good? That's why they do those things. Reward points, um, Starbucks rewards, um, any of those things. Those things are designed to say you are our loyal customers. And we want to reward you for your faith and dedication. Of your money to us on a consistent and continual basis. Right? And so that is how it is when someone comes to you and they are on average. Last. Um, statistic. I saw a family will look at nine locations before deciding on their final one. That may have even increased now, but. About 2, 3, 3, 4 years ago. It was nine. On average. So, how are you going to personalize that experience? To make your community stand out among the others, but also personalize the experience for them and their loved one on how you will. Make their loved one feel special, valued, heard. And what do you have in your community? To reinforce that by living with you. They will always feel special, valued, and heard. And so those are the things that, um, is the reason for having someone come visit your community. I just have two other ones. Um, is addressing concerns. This is an, um, an opportune time for you to address any questions or concerns that they may have about. Um, the process about the options about resources, about finances. This is your opportunity to be, one-on-one looking them in the eye. And able to walk them through that. You'll hear me say that all along, because that is what I feel like you're you as an owner operator sales, professional, or person who. Um, is in this, what I call the senior care journey is a lot of times people don't know what they don't know. And a lot of people do not know what is, what is, what is caring for a, an aging parents or grandparents is like, there is no. This is the template, even though I plan on creating one. So it'll give families ideas, but I want to publish this. This template. So it people know. At which stage, what they need to think about and do and what they need to watch for and how to do that. And what is available to them. So that is where you can do is, um, or that is what you can do rather is address concerns on the visit. And finally again, I'll say it over and over and over again to the cows. Come home. There's another animal saying. But. Um, it is that you will, um, assist them in this journey because caregiving. Is a journey. And it is not, you know, linear journey. It is filled with ups and it's filled with downs is filled with twists. It's filled with turns, um, there's valleys and there's rocks and there's deserts and there's sunshine. And there's. Everything. And that is the caregiver journey. There's so much that's involved. And now by you deciding that this is something that you want to do. This is a part of what we do. Um, while people may. You know, I'm going to teach you the tactics, but until you understand the relationship. And the clientele that you're dealing with. I am not sure that. The. Continued success would be there, if that makes sense. So. Meaning that yeah, you may get people because you're a low cost leader, but will they stay, will you retain them? Um, you may get people because you're offering great incentives right now. Um, but when those incentives run out or even before, will they stay with you? Um, you know, there's and will you attract. You know, the right resident for, you know, for your community. Um, it's just so much in all of that. We have to understand that this is not just a real estate investment. I understand the real estate side of it because that's how wall street does it too. Um, so I'm very familiar with that. And that was where I was in corporate is that I was a regional. And so, um, one company, I was regional of corporate owned communities. And another company. I was the regional over, um, w it was a management side. So I had four corporate investors, meaning, you know, Wall street Procore. Private equity firms. That was the investors. Um, and then in the second one, I was the same thing and you know, I'm half, well, not even half, like. Um, only three communities was owned, but you know, by the company, all the rest was over four different. Investor firms. So I understand that, but when you're on a smaller scale, um, you know, those companies were paying those management companies. The money to manage them. Correctly. And to report back everything. And so if you are a investor in this and you have hired a management company or a manager, How do you even know what metrics to look at unless you have a demand for that? How do you know if your businesses is profit? How do you know? Like, so all of that is a part of it. I'm so far off from the touring. Uh, or visit process and purpose, but this is all a part of it. And so. Um, Having what? That, that ex experiences. Um, so what I have together is put together a framework because in this process, what you have to do is prepare. Prepare preparation before the family even walks through the door is key. And so prepare is actually an acronym. And I'm going to go through that. So it will help you to remember. And so if you have a pen and paper or you can save the podcast downloaded. Or if you are on YouTube, you can, um, what is it? Click the bell like. And like the video and subscribe to the podcast online on YouTube. That way you will know. Number one, when new stuff comes out. Um, all the new episodes that are going to come out because I have a slew of things happening. Not just for night now, but for 2025, that's going through. Um, but you will also get all the updates. Um, so. We are going to do what? Yes, we are going to prepare for that visit. What does that look like? Number one, we want to personalize that confirmation. What does, once you have done the discovery questions and you have, you know, talked to a family and they have agreed to come and look at your community. Um, now. You need to confirm that, right. So how do you do that? You can do a video email. You can do it by text. You can do it by regular email. Or you can do a blend of all three and seven reminder because what you don't want to do. And what I tell people is, you know, they, they have to have a reason to come to you. You think in their mind? Well, they want their mom to move in as the reason. Uh, but they're looking at eight other places. Ma'am sir. So what happens is that if they go to that place first and they do a good job, what they do, they may never come see you. They may cancel on you. They may be come a no show. And now you've done all of this looking for families. And then you might get a little salty because guess what? You did all this preparation and everything. And then they're like, well, we decided not to do it. We're going to go in a different direction. Usually is what they say. But what that mean is that they have chosen another provider. And so you want to be able to personalize that confirmation and you always want to have something for them to come get. On the visit, which we'll talk about later. So personalized that confirmation through those means that means, you know, we're looking forward to seeing you, as we discussed in this. Um, I'll be providing you with this information and that information and this resource, those are the things. So you're wanting to have welcoming words. That's going to help you to solidify that that's, um, that visit. You want to review and recall what they told you on the. Or in the discovery process, meaning that when you first did the initial information. Fact-finding process, we call that discovery. Then you want to do the review and the recall. So meaning that you need to remember what they said. So you're not asking them the same questions. That's not going to show them that they're valued. Right? If you ask the exact same question that you should already have the answer to that is not going to build their confidence or their trust. So review and recall, you want to enhance. They're experienced, that's the E you want to enhance their experience. So how do you do that? You do that by looking at what are some of the features of the things that's important to them and talk about the advantage and the benefits to their loved one. By coming to you and that's a whole nother subject or episode that I will do. But talking about how do you say, well, we have dining services. Well, everybody has tiny services as an assistant living or independent living or memory care. So what makes yours different? Well, we have dine-in services that offer any time dining. Oh. Right. So that's the feature. So now what is the advantage and the reason why this is so important for your loved one is because you said that your mom likes to wake up late. For breakfast. And she doesn't really go by what a typical person's schedule is like. And so with our 80 time dining program, your mom can order breakfast between extended hours here. You tell what the hours are and they can have lunch between these hours here. That's even more extended and they can have dinner. And if they want breakfast for dinner, that's okay too. We allow that. And so the benefit is that your mom can really feel like she is more, um, in a relaxed. And, um, uh, environments that she calls the shots that she feels like it is about her. And that she feels like she is now in control and she doesn't have to wait for you to come or on your schedule. She's creating her own schedule. Does that sound good? I hope it does. So the reason why I did all that, and I didn't say home, like, because that is what every single person say and is like one of my pet peeves. But now she's going to feel like she's at home. No, because that's not her. Um, it will be her home, but you know, that whole idea, I think it almost. Takes away. From. I don't want to, I'm trying to think of the right word. But. If I take you from where you live and put you somewhere and says, well, it's homelike. What does that mean? What does that mean to you? You know what I'm saying? So. I don't want to be insensitive to family caregivers and or residents, potential residents. Um, by pounding in the home, like, because everybody in the industry says is either a resort like, or homelike chef prepared meals. Like there are key words that are just like, Ooh, Fingernails on a chalkboard to me. And so anyway, Um, that is one of the things, right? So we have personalized the confirmation review and recall that's the, are the ease, um, enhance the experience. Um, the P is going to be prepare the setting, meaning that we're going to prepay prepare. Let me talk. All right. We are going to prepare. Because my mind is saying this is supposed to be 15 minutes. We're already at 30 and I'm just like, wow. So there it is. Okay. You guys, we're going to prepare the setting, meaning this is that where you're going to make sure that we do our own walk around and this should be done daily anyway, to be honest. You should be looking at your community every single day, not just coming from the drive way and walking in without looking at everything. From a prospective. Family's mindset. Or the mailman's mindset or whatever vendor, or even your staff member's mindset. Like you want to train your staff. To always be on the lookout. You know, are there cobwebs on our front door? Is there a light bulb that is out? Is it dark in here? Like there are things that you should have. Um, and that you should check and I have thank you a checklist. Things. Um, that is called a first impressions checklist, which will be in the show notes for you guys. So these are things that you should be looking at when you come in every single day, but right before a visit. I recheck that because when you have other residents, guests, what is their home? So, what does that look like? You still want it to look like a say home obviously, but what happens when you don't check? So I'll give you a story. Like I, um, remember being a. Uh, regional one of my people. Never would check the empty rooms, right? It's not just not alone the model, but the empty rooms. And so the family was interested. They want to look at what apartment would be theirs and lo and behold, she took them to this apartment and because she never checked. The, you know, available apartments or rooms, what ended up happening? We live in Florida. We have Palmetto bugs. We have them. Most people understand that. Some people, because we have so many residents, that's not. From Florida, meaning like they moved here from another state. They're family don't live here. So their family might be visiting. From another state that don't have Pimentel bugs, right. And so in this particular situation, Um, there was a Palmetto bug and a family kind of like freaked out. So, I mean, It happens and most families are okay. What also happens sometimes. His staff will. Either take a resident to that room. Go in that room, um, and go to the bathroom and maybe not flush it, or there's so many things I can tell you over the years of stories. That has happened when people do not survey their settings. So I'm not going to. Harp on that too much. I think I already have, but that is so very important and it should be done regularly the regularly and all the time. I know that says the same thing, but I just, it just, you should be walking your community. All the time. The AE and prepare is to alert your team. You want to alert your team, that you have a visitor. Not because it's that we have to be on edge or we have to be doing anything different. But whenever you have a visitor, if you have a visitor coming to your house and you have your kids, you're like, Hey, so-and-so is coming by. I want you guys to just pick up your little last things and the kids know how. They just know what to do. And these are not obviously kids. This is their staff, but. Your staff should know if you don't want a stranger coming in and your staff don't know they're coming in. Right. That's just not cool. Um, and so you just want your staff to know. It's also good if you have your staff prepare or no. How you would like for them to introduce themselves to families and to all visitors, you know, what do they do there? What is their role? Um, hi, my name is Patty. Um, Welcome to our place, whatever it is that you're you're doing, um, what do they do? Why do they love what they're doing? How can they engage with that family? Because I will tell you for most families, You might be the owner, but every family understands that you will not be there 24 7. And that the real people who's going to care for their loved one. Or engaged their loved one. If they're independent living. Is the actual staff is going to be the housekeepers. It's going to be the people who's going to be helping them going back and forth to the dining room. It is going to be the person who is helping them in the shower is going to be the person who's. Um, putting together the events in the community. Um, those are the people that is going to be important. And those are the people that most families are looking at. Are they smiling? What is their disposition? Do they seem happy because they don't want to move their mom in someplace where people are miserable and feel miserable, working. That's not going to happen. So, um, so that is the, a side of it. That's the alert your team. The R is readying the room. I kind of touched on that a little bit, but when I talked about preparedness setting, I meant the whole community. So I'm not sure if I was really clear on that, but ready the room, meaning that, making sure that your model is ready and what does that look like? Well, is your model clean? Does it look clinical? Does it look welcoming? A really good. Way look at what your model apartment is, or your model room, where you have your furniture. And is it set up as if you were going into a model home of a new constructed house? I tell people all of that all the time that, that you shouldn't look like as a hospital room, it shouldn't look like a skilled nursing room. It's you know, if you have hospital beds, Unless you are a advanced. Care community, you probably shouldn't have hospital beds. Right? Um, That is not going to attract families. Um, unless you have more advanced care and that's what you specialize on. Um, The E in prepare is engaged with a personal touch. And this is what I talked about a little bit earlier, I believe is that. The personal touch is, what did you gather from that conversation that you had before? That could really touch the hearts of the family that comes in. So, what does that look like? So, I had a family who, and you decipher things because of that whole discovery and asking questions, process that we had in day, number two, that you discover things from a family, and then you say, okay, Um, this is what that person like, it could be there. They have a favorite football team. It could be that. The caregiver you who are listening to them and you can hear the stress in their voice. And have I done it where I went to, um, the store got a box. A box of lavender tea of beautiful mug. Um, and something that was like, you know, music that was soothing and gave that to a family back in the day. Yes. Those like things. What can you make that is going to personalize this visit? To that particular person. That could be having a list of the resources. I used to do a transition team list. Or a resource list and it was, I had one that was just a regular one. And then I had others that was more template or I put together in a packet, the things that we talked about. And what they would need. Um, you know, if you have other resources, um, links. Um, two. You know, videos and you print that out on a, on a, on a sheet for them. Like, there are things that you can do to make this visit so personalized and so loving. To help. Dig deeper with connection and trust and to really, um, Let a family know that you care. Cause at the end of the day. That's what families want to know. Is do you care? Are you going to care for my loved one? Like I can. Or like I would, or like I do. And. Are you going to listen to me and be responsive to me when I have needs and concerns. Like that's the basics, right? Um, my mom's going to be in. Safe and clean environment. Is she going to be around happy people? Those are the things that families want to know. And the more that you can show that to them during the visit. The higher your conversions are going to be. For move-ins and the longer your length of stay for retention. I hope this help. Um, if you have any questions, I always I'm on social media. You can DM me. Um, and asked me questions there. And actually it's even here in the podcast, like, or you can do. Uh, comments down below in the YouTube video. And you can ask me questions there as well. So anywhere on here, just remember to click like and subscribe. And that could be. Um, the podcast we'd love for you to serve. To, um, favorite the podcast. So you can hear all these great tips. And marketing ideas for your senior living community. Um, and then, um, if you would like, I have also a prep checklist for you, um, to stand out with, um, first impressions is what I use and I create it while working in corporate for my team. Um, so I just kind of, um, change it up a little bit. It was my, my, um, my stuff. And, um, because I would create things for them all the time. And so, um, it was my thing. And so I kind of made it for my, um, my company start with occupancy. Thank you so much for listening. I appreciate you. Or for watching, you're watching me. And um, if you have any questions, let me know.