Case Study: Cost Per Move-In
46% Lower Sales Costs per Move-In by Focusing on Direct Leads
We utilized our deep knowledge and expertise to hone in on hidden costs and enhance return on investment by focusing our efforts on increasing direct leads.
Brand Snapshot
Community
A pioneer in Assisted Living and Memory Care
Location
Communities across the nation
Care Levels
Assisted Living and Memory Care
About the Brand
Our client stands out for their innovative approach to Assisted Living and Memory Care, providing specialized communities that focus on enhancing the well-being of residents with specific needs. They prioritize creating a secure, engaging environment where all residents can enjoy activities tailored to their abilities, alongside professional, compassionate care. The inclusion of amenities like movie theaters, fitness classes, and complimentary transportation, coupled with a commitment to personalized care, makes them a pioneer in responsive senior living solutions across the nation.
The Challenge
Helping our clients understand the value each channel delivers and its subsequent cost across their marketing and advertising efforts has been a top priority for CCR Growth. For this project we aimed to do a comprehensive analysis of this Senior Living Provider’s CRM, Move-in Data and the results generated by our team (direct leads to each community) versus the results generated through referral agency leads.
Our Premise:
Referral Agency Leads not only cost more per move-in than direct leads, but also waste valuable time and resources impacting the sales team’s ability to make meaningful connections with prospects and shorten the sales cycle.
The Results
Direct leads vs. referral agency leads
Cost Per Move-In
IMPACT
Referral move-ins cost 33% more
Sales Efforts Required
IMPACT
50% fewer sales calls for direct leads
Fewer Direct Leads Needed
IMPACT
For the same move-ins
Sales Hours Per Prospect
IMPACT
Per qualified prospect
Lower Sales Costs
IMPACT
To generate move-ins
The “Aha” Moment
Enhanced ROI from Direct Marketing Efforts – The significantly lower cost and higher efficiency of direct leads indicate a superior return on investment (ROI) for direct marketing efforts.
Importance of Optimizing the Sales Process – The reduction in sales calls needed to convert direct leads into move-ins highlights the effectiveness of a streamlined sales process.
Strategic Allocation of Marketing Budget – Our findings emphasize the importance of strategically allocating the marketing budget towards channels and strategies that yield direct leads.
Enhanced Sales Team Morale and Productivity – Cutting the sales team’s workload in half not only saves costs but likely contributed to higher morale and reduced burnout among team members.
Predictive Planning for Future Growth – Understanding the efficiency and cost differences between lead sources allows the Provider to proactively plan and accurately forecast growth.
The Outcome
