4 Benefits of a CRM for Senior Living Organizations

Improve operations and build better relationships with prospects and residents

As senior living organizations are preparing to serve the rising number of older adults, it is imperative that communities are ready to accommodate the baby boomer culture shift. One of the tools that will be instrumental in managing the demand is a customer relationship management (CRM) system.

Not only does a CRM track each customer’s individual sales journey, it seamlessly integrates with your community’s pre-existing systems and creates custom reports that can make you more strategic and operationally efficient. Smart sales and marketing teams use a CRM to manage contacts, automate marketing campaigns and improve external and internal communication. In order to accommodate this increased demand, senior living organizations will need to be able to track prospects and manage touchpoints much more effectively and efficiently.

Why Use a CRM in Senior Living

Relationship building is paramount in senior living. Communities can initiate relationships through their marketing materials, personalized tours and interpersonal interaction, but getting prospects into the sales funnel is the first step. Keeping them there and managing that relationship is no easy task. With multiple team members and even more prospects, how can you maintain a strong, consistent and trusting relationship between potential customers and your brand?

Put simply, a CRM centralizes customer data and manages each relationship for you. While the promises of a CRM are plentiful, the results of an automated CRM system include increased prospect insights, shortened response time, aggregated data and tracked revenue.

Increase Prospect Insights

How does a CRM increase insight? With a CRM, sales and marketing teams can view prospect demographics and pertinent data. This shows you which audiences with which your efforts have been most successful, and where there is room for growth. Print a prospect report and ask yourself the following: Which geographic areas are we not reaching? Which age range is most engaged by our messaging? What is our customers’ typical sales path?

Why is it important? Increased insights mean a more effective sales process. When you know which touchpoints are the most effective and which are the least effective, you can focus your efforts on prospects with the most potential for conversion. Use the data to prioritize the strongest prospects, target online advertising, focus direct mail among other marketing and sales tactics. On average, clients who implement Enquire CRM capture 35% more inquiries and convert 28% more leads.

Shorten Response Time

How does a CRM shorten response time? A CRM reduces a senior living organization’s response time primarily through automation. First, the tool converts the manual reporting process into an automated dashboard, where you can see as much or as little data as you choose. Secondly, CRMs allow communities to follow up on web form fills, issue post-tour surveys, schedule follow-up emails and phone calls, and much more without manual input. Automation also reduces the potential for human error, which can require time-consuming corrective measures.

Why is it important? With automation comes the ability to reallocate valuable resources. The time once spent on manual data entry and management can now be spent on nurturing relationships with prospective residents and building fresh referral sources, resulting in increased response time. This is especially important for prospects who are farther down the sales funnel and are looking to make a timely decision. Not only can you follow up faster than before, but prospects will also perceive your institution as responsive and reliable.

Aggregate Data

How does a CRM aggregate data? CRMs integrate with other systems and platforms to pull data and produce centralized reports. During the implementation process, Enquire CRM migrates data previously stored somewhere else, to the structured Enquire CRM allowing for communication with EHRs and billing documentation. Additionally, Enquire CRM features a robust suite of integrations to create a user-friendly experience. 

Why is it important? Aggregated data results in improved reporting and analytics. CRMs can replace spreadsheets by showing present data, as well as forecasted data, in custom dashboards—all in one place. This includes patient logs and occupancy with more than 100 visualizations and customizable interfaces. CRMs turns manual reports into automatic reports that are customized to your specific business model and operational needs.

Track Revenue

How does a CRM track revenue? A CRM is a complete customer lifecycle management tool that brings together your marketing and sales goals. The system allows your team to see who made what decisions at which step in the sales journey. In other words, you can view who makes the purchasing decisions and what messages are most impactful in driving sales. You can also update and pull financials from the CRM and automatically cross-reference marketing efforts with earned revenue.

Why is it important? Ultimately, a CRM is about measuring ROI. You can evaluate the effectiveness of your marketing methods and messaging by comparing revenue to expenditures and tracking your margins. When combined with demographic insights, this data helps you target the best audiences with the most purchasing power.

Why Enquire CRM is the Solution

Enquire CRM, a system built exclusively for senior living and post-acute care, can bring all your business lines together in one place. To learn how Enquire CRM can help you increase prospect and patient insights, shorten response time, aggregate crucial data, and track revenue attribution, schedule a demo today.

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