Background
Visual examples from the work sit here: website pages, campaign assets, photography.
A six-home group with active marketing and healthy enquiry volumes, but conversion that varied widely between homes.
The challenge
Directors suspected that follow-up and showrounds were inconsistent, but had no evidence and no way to compare homes.
What we found
- Two homes converted showrounds at more than twice the rate of the others
- Follow-up after a showround happened in fewer than half of cases
- Enquiry records were kept in three different formats
What we did
- Enquiry Conversion Review with mystery shopping across all six homes
- One enquiry process, responsibilities and a shared CRM
- Telephone and showround training for managers and administrators
- Monthly conversion reporting by home
Results
6 of 6homes on one enquiry processwithin two months
Monthlyconversion reporting by home and sourcefrom month one
Directfeedback loop from lost enquiries to trainingongoing
Results are reported with timeframe and context. We do not publish figures without client approval.
Sally is refreshingly direct and straight talking for a marketing person. At the same time, she's easy to work with and fully engaged with the trials and tribulations of the board.
Louis MacWilliam, Director
What happens next
Repeat mystery shopping is scheduled to check the change has held.
Weekly newsletter
One practical idea, every week
Written for owners, directors and marketers in care. Each edition gives you one thing to do that week, one example of it working and one question to ask your team. No spam. We're too busy filling empty beds.
Could your group be the next case study?
Tell us about your homes and occupancy mix. We will say plainly what we would do first.