May 31, 2023
Arrow Senior Living’s Chief Sales Officer Cassie Tweten was recently featured on the Marketing Mysteries Solved! podcast to discuss how the senior living industry is being revolutionized. Cassie emphasized the industry’s shift towards a more person-focused approach, noting that as people age, they start to consider their own senior living experience. In the podcast, Cassie and host Wendy tackle several industry challenges. Topics included dealing with gatekeepers and getting all decision-makers involved, addressing miseducation regarding senior housing in the news and media, handling referral agencies and cold leads, managing sales cycle expectations, understanding the difference between one’s audience and one’s employees, and managing the cost of sales and marketing.
One major challenge discussed in the podcast is the issue of gatekeepers and getting all decision-makers involved in the senior living transition process. Cassie explained it’s crucial to establish relationships with all key players involved in decision-making, including family members, caregivers, and even doctors. She emphasized the importance of being able to identify the primary decision-maker early on, and to understand their priorities in selecting a senior living community. According to Cassie, it is necessary to develop a customized sales approach for each decision-maker based on their individual preferences and priorities.
Another challenge discussed in the podcast is the issue of miseducation about senior housing in the news and media. Educating potential residents and their families about the reality of senior living is essential, Cassie emphasized. So is dispelling common misconceptions. She stressed the need to focus on positive aspects of senior living, the opportunities for socialization, enrichment, and personal growth, and to showcase the wide range of amenities and services available to residents.
The podcast also addressed the challenge of handling referral agencies and cold leads. Cassie emphasized the need to develop a strong referral network and to establish relationships with referral partners who share the same values and priorities. She also highlighted the importance of creating a consistent and effective follow-up process for all leads, whether they come from referral or other sources.
Managing sales cycle expectations and understanding what makes a good quality lead was analyzed. Cassie emphasized the importance of setting realistic expectations for the sales process and understanding the specific needs and preferences of each potential resident. She stressed the need to focus on building long-term relationships with potential residents and their families, rather than focusing on short-term sales.
The podcast also discussed the large difference between one’s audience and one’s employees. Cassie accentuated the importance of having a strong brand message that resonates with both potential residents and employees. She highlighted the need to create a positive and engaging work culture that promotes staff retention and satisfaction, which ultimately leads to better resident outcomes and satisfaction.
Finally, the podcast addressed the challenge of managing the cost of sales and marketing. Cassie underscored the importance of tracking and measuring the return on investment for all marketing efforts, with a focus on cost-effective strategies that yield the best results. She also highlighted the need to develop a strong sales team trained to effectively communicate the value of the senior living experience to potential residents and their families.
Saint Charles, Missouri-based Arrow Senior Living manages a portfolio of communities that offer varying levels of care, including independent living, assisted living, and memory care. Each and every senior living community supports residents by focusing on dignity, respect, and quality of life. The programs and amenities offered are selected to provide only the highest standard of quality and comfort.
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