Community Relations

Community Relations Inquiry Handling

Objective: To define what Community Relations are and to provide all community staff with common corporate focus for the process of handling inquiries. It is important that we stress the concepts of the process. By treating the pieces as a disjointed string of concepts we sometimes lose opportunities for serving our prospective markets and hence we lose an opportunity to maximize our profit potential.

Our Community Maintenance Personnel are key people in marketing. The look of the community is an important factor in drawing people into our community. Our receptionist who greets people on the phone and in person is an important part of marketing. If the receptionist fails to greet people in a warm, professional, service oriented way we may have a problem with keeping our community full. The services that these professionals provide to our residents and families help establish us as a true housing alternative for our residents.

However, the most important people in our marketing efforts are the caregiving staff. These people provide a direct link to our residents and their families. The warmth ad caring that your caregivers provide will make or break the relationships that we have with each family. If a family feels that their loved one is not being taken care of properly they will tell their friends and others in the community. Negative word-of-mouth rumors will do us a tremendous amount of damage. People are always willing to spread bad news, but soon forget to spread the good news. This means that the caregiving staff is always under a microscope. You should feel no pressure by this. You should feel honored. The successes of all of our marketing efforts rely on you. The love and support that you provide our residents will help determine the stability of your job and the jobs of others.

Because we are all key people in marketing it is important that we all know what to do and when to do it. It is important that we all help each other by learning the material and by practicing key aspects of it at work. Though we are all busy, we till have days that are a little slower than others. When we have a little time we can practice giving each other a tour or help another person with learning this all-important process. The community marketing process usually starts with an inquiry. The inquiry results from a need that the family has for help. They come to us because they have: 1. Heard good things about us, 2. Received a brochure, 3. Made a phone inquiry and are gathering more information, or 4. They are out doing some comparative shopping.

Frequently, the first contact that they will have with us will be a phone conversation. because people work during the day they will gather information during the evening or on weekends. These are typically times when the management team or the receptionist is not always present. Therefore, it is important that everyone know the proper way to speak on the phone. 1. Good Manners, 2. Being warm and friendly, 3. Being willing to help, and 4. Asking plenty of questions

Whether an inquiry comes over the phone or is face-to-face you must still be able to handle it in a professional manner. One of the important characteristics of inquiry handling is to ask plenty of questions. You are supposed to gather information that will help the next person that will be processing the inquiry. However, not only do you have to ask questions you must also listen. When you listen, it shows that you care by becoming involved in the conversation, repeat what they are saying. Always be courteous and use good manners. Know what information you are seeking and take notes. We can’t help people if we don’t know what the need is. The goal of the process is to take a deposit. If someone is not ready to put down a deposit then let them know that someone will be contacting them to see if we can be of any additional help in the future.

Many times people will want to take a tour of the community so that they can make a comparison between someone else’s community and us. The tour is an important part of inquiry handling. You must seem professional, concerned about their problems, and willing to listen. Always look the person in the eye, shake their hand and ask how you can help them. Introduce yourself and remember that to these people you are the community. They will identify with you. You must sell your warmth and caring as well as the community. When selling the community you should sell the benefits of the community. For instance, if you are going to buy a new stereo you don’t care about the buttons but rather what the buttons will do when you press them. When you press a button you want to experience something-a benefit-usually better sound. The experience of the better sound will sell you the stereo rather than the button. The same is true for assisted living. What people will remember the most though is you, your warmth and caring compassion. When the tour is over, give them a completed packet with updated information in it. Point out the rental information and ask them if they would like to place a deposit on an apartment. The services that we provide to the senior community are important and valued. Many people will want to place a deposit. Others will want to do more comparison-shopping or bring in another decision maker. Either way, always make them feel at home.

Giving a tour is like anything else that we do; it takes practice. No mater how much you practice you won’t sell on every tour. However, the more you practice the more you will sell. In order that you can start doing better sooner, I have included some do’s and don’ts that are important. There are certain words or phrases that will cause many people to feel offended. Many of these are common phrases but we should avoid them. These suggestions are “tricks of the trade” that our marketing department has learned over the years. They are all very important and are designed to help you with your tours. Try to incorporate as many of these techniques as possible into your tour giving techniques.

After the tour many people will want to place a deposit. A deposit will put a person on an active waiting list. This allows them to express a commitment to us and it allows us to make a commitment to them so that we may both feel as if a business deal has been transacted.

Once the tour has been given the follow-up process should begin. The management team of your community will accomplish this. When a business opportunity is left incomplete it will remain forever lost unless someone closes the deal by following-up on the sale. This is important. Without this we will lose many customers that will benefit from or services. After the tour and inquiry handling is finished the community representative will put the prospect in the Marketing Manager, this will help us to better track information so that we may serve our seniors better.

Marketing is a process. The brochures, telephone inquiry, tour, information gathering, and follow-up contacts are all frequently done by different people. What each person does is an important part of the process. If any part of the process is not done properly we will all suffer. The more that we think of this as a system to ensure that our seniors are able to take advantage of our services, the more that we will be able to stay full and stabilize our jobs.

Our company uses a mystery shopper program. We pay a person to pretend that they are looking for a place for one of their loved ones. They make an inquiry in each of our facilities. The staff member who does the best job of handling the inquiry, in all of our communities will be rewarded. Our company wants to recognize the contribution that all of us make. Inquiry handling is a key component of all that we do. Look over the materials that you have received and study them. Hopefully you will be a winner the future. HANDOUT #1 MARKETING Marketing

Executive Summary Our new marketing focus, made explicit in this plan, defines our target our market segments more specifically and sets out to market our services to each target market in a way that is appropriate and effective for this particular population.

Revera Assisted Living Corporation will change its focus to differentiate itself from the competition by setting ourselves apart as a Senior Housing provider that sincerely understand the inherent drama and struggle involved in life changing circumstances and can provide seniors with a safe environment where they can remain vitally active. Our market challenge is to distinguish ourselves from other providers by raising the quality of our services as well as presenting an image to the community that communicates our unique ability to identify with the people we serve. Vision Revera Assisted Living Communities are built on the understanding that seniors who can no longer live alone safely at home must have a housing option which preserves the individual rights they have previously enjoyed. In addition we strive to create vitally active social communities by providing activities, nutritious foods, and quality care at all levels which all adds up to this: We care about the individual and preservation of their dignity and rights and will do all we can to ensure that each resident receives the care they deserve.

Revera Assisted Living follows the Six Principles of Assisted Living, which are Privacy, Dignity, Independence, Individuality, Choice, and a Home-like Environment. We serve our residents and their families as trusted professionals and as concerned partners in providing the highest quality of care. Objective 1. Increase name familiarity for all of our communities and establish Revera Assisted Living as The leader in Assisted Living as well as increase the public understanding of our philosophy. 2. Provide residents with an exciting housing alternative that is visibly higher than the competition. 3. Keep all communities full, preferably with a waiting list. Handout #2 Community Telephone Etiquette Handout #3 Inquiry Handling Inquiry Handling

Whenever you are called upon to collect information from potential residents or their representatives a few basic procedures must be followed.

1. Be a good listener 2. Always be courteous 3. Gather all necessary information 4. Plan the next step 5. Follow-up

Be a good listener- It is important that you develop a feeling for the needs of the resident. To do this, listen and ask questions about their current support system and why they are coming to us for assistance, repeat back to them what the situation is this will reassure you that you got the information correctly and they will be reassured that you were listening. Have them fill out the inquiry card at the front desk.

Always be courteous- When people call us they are in need. They have recognized difficulties in their abilities and are seeking help in overcoming them. It is extremely important to treat every inquiry as someone special. Talk with them about the community and all of our services available, Respite Care, revera concierge home-care, Assisted Living, Alzheimer’s community, and Retirement Living. Remember this is their first contact with us and it needs to be a positive experience. We need to come across to them as knowledgeable and helpful.

Gather all necessary information- To help us make informed decisions on whether or not we can care for a resident we must know as much about them as possible from the start. Every item on the inquiry form is important. Please complete the form in its entirety.

Plan the next step- At the conclusion of your contact always plan the next step. This should consist of: sending a letter to thank them along with facility information, schedule a tour, setting up an appointment, or setting up an assessment time. Always plan the next step. If you don’t close the inquiry with a sale you need to give yourself a second chance. Most of the time it will take you two or three contacts before the resident is ready to make a decision.

Follow up-ACTION- Never wait for someone to get back to you. You be the one to initiate the contact. It is important to be helpful. Handout #4 Inquiry Card Handout #5 Initial Information Sheet Handout #6 The Tour The Tour

The initial tour will typically begin with the arrival, usually unannounced, of a prospective resident, accompanied by someone else. The procedure should be as follows:

1) Immediately come out from the desk, greet the visitors with a smile “Hello” and a handshake. Look directly into the eyes of the person to whom you are speaking. 2) Introduce yourself and ask and you are?? Do not give them a brochure but do take one with you so you can refer to what you are telling them in the brochure. 3) You know that they want to see an apartment, show them the common areas first and the halls and the apartment last.

We are here to sell benefits not features!

FEATURES BENEFITS Large dining area Open and spacious Small private dining Intimate Caregiver’s 24-hour supervision Assisted Bathing Safety in bath Barrier Free Total accessibility

(Refer to Reasons to call-----home for a complete list)

4) Open ended questions during the tour-ie “Tell me about yourself.” You need to get on an equal level with the wheelchair people to talk with them-sit in a hair-kneel down. Take your time. Don’t rush the process-try to remember that no matter how bad you feel that day, they probably feel worse. 5) Sell yourself as well as the project. They will remember you more than they will remember the building. 6) After the tour give them a folder with the information and point out the rental information sheets. Ask them for a deposit to reserve the apartment. Be up front about it. You should learn a lot at that point about whether they are serious. Handout #7 Reasons to call Reasons to call (Your Community Name) Home Benefits

 Your own private space  Peaceful setting  Care givers on duty to assist you when needed  Correct medicine at the appropriate times  Flavorful food, good nutrition  We’ll come to your room with trays  Someone will always be available to help you  You can keep your apartment at any temperature you wish  You can prepare snacks anytime you want  There is storage in apartments  Fire and emergency monitoring  No extra charge for utilities  Own phone and T.V. in your apartment  Nice surroundings-light outside  Plenty of area to join with friends  No need to leave building to get your hair done  Freedom from concern regarding how to get to scheduled appointments  Clean fresh apartments  Friends and family can stop by anytime  Well managed and friendly staff  Professionally supervised Handout #8 An Alternative An Alternative in Retirement Living

(Your community name) Assisted Living Residence has been developed to provide our area residents with assistance in activities of daily living. We provide a barrier free, single story community with a full array of assisted living services, including bathing, dressing, grooming, and ambulation. The cost per month is dependent upon the degree of care required. Our retain responsibility for their own lives. We provide three meals a day, special diets and kitchenettes in apartments. We have an activity staff, beauty salon, and transportation to scheduled appointments. We provide assistance when you need it and privacy when you don’t. All of this and elegant, affordable living. Come join us today at (your community name).

An Alternative in Retirement Living

(Your Community) Assisted Living Residence has been developed to provide our area residents with assistance in activities of daily living, enabling them to regain or maintain their active, independent lifestyle, in a home-like environment.

This is a single story; barrier free community meaning a person in a wheel chair has access to every room in the building as well as closets and showers.

(Your Community) offers the full array of assisted living services including bathing, dressing, grooming and ambulation. We assure that medications are taken in the proper amounts and at the appropriate times.

The cost per month is dependent upon the degree of care required. As your needs increase our goal is that you may continue to live at (Your Community).

Our resident’s want their independence-this is very important to them and to us. All our residents retain responsibility for their own lives. They are regaining their identity and their own lifestyles. Then, if they need help we are here. We support the dignity, independence, individuality, privacy, choice and decision-making ability of individual residents.

(Your Community) provides comfortable apartments, which enable individuals or couples to live here with professional care available. Our staff is dedicated to providing each resident an opportunity to enrich and enjoy their lives while being provided sound and professional assistance when you need it and privacy when you don’t.

Come join us at (Your Community Name) Tours are available every day, any time. Call ahead for an appointment or just stop by for a visit. We would love to meet you! You are always welcome at (Your Community Name). Handout #9 Do’s & Don’ts DO’S

Project friendliness at all times……………………………………..SMILE

Listen attentively……give the client an opportunity to explain their situation.

Keep control of the visit/tour…..ask specific questions….try not to let the client ramble.

If possible complete the sign-up and deposit at the same time of the tour.

Empathize with the client’s problem-predicament.

Think positively,…offer help….suggest a solution….offer a choice.

“What can we do to help?”

Use the client’s name frequently.

Repeat essential numbers to ensure accuracy.

Say “Thank You” for touring…for a deposit….for choosing us….etc. DONT’S

Do not sound aloof or talk down to the clients.

Do not be critical of the company; it’s procedures, services or people.

Do not indicate that similar problems occur frequently.

Do not give information that you are not sure about.

Do not make obvious statements.

Do not directly contradict the client.

Do not use such phrases as “Now you listen to me”….or “Don’t you know?” Handout #10 Avoid using…. Avoid using the following words:

Cute Gray Sweet Wrinkled Little Deaf Crippled Inactive

Do not describe people as:

Cheerless Old Maid Eccentric Passive Senile Dependent Geritol Generation Dependent Golden Agers Nagging Handout #11 Suggestions for staff Suggestions for staff when giving tours

1. Ask them to please fill out an inquiry card and then leave them alone to do so. Do not interrupt them when they are doing this. Find something else to do for a few minutes.

2. When showing a room such as a D.R. or apartment, have them walk all the way into a room.

3. Walk slowly, go at the speed of the person you are touring.

4. When in D.R., mention diets, menus and serving to your table.

5. Mention Features then Benefits.

6. Don’t go into details regarding costs while giving a tour. Tell them we will be doing an assessment before he/she moves in.

7. Do not discuss points at this time.

8. “How much?” I will be sure to give you our brochure before you leave which will include all the information.

9. When giving directions on the tour use the phrases, “Turn right,” or “Turn left.”

10. Always be optimistic regarding this person.

11. Don’t turn out lights when you leave a vacant apartment.

12. These are apartments not rooms.

13. Turn on lights in the vacant apartments each morning and turn up the heat.

14. Replace light bulbs as they burn out.

15. “This is not a skilled community, we are not a nursing home.

16. Refer to the inquiry card for the name of the person.

17. Invite them to lunch. Handout #12 Marketing’s deposit Receipt procedures Marketing Deposit Receipt Procedures

A deposit receipt is completed when $300.00/$150.00(which ever your community collects, check with your Executive Director for more details) is received as a security to hold an apartment. The apartment number and the move-in date may be left blank if not available. This will reserve them a spot on an active waiting list. The resident receives the white copy.

One check must be written for the total refundable deposits and one check for the total non-refundable fees. The refundable deposit will accrue interests in the savings account. The non-refundable fees will be posted to the resident’s next monthly billing statement.

White deposit goes to resident. Yellow deposit receipt attaches to the receipt from the savings deposit and is sent to corp. office. Pink deposit receipt attaches to the receipt from the general deposit and is sent to corp. office. Gold copy is held in a current deposit file until the resident moves in, and then put in the resident’s financial file. Inquiry/Tours Summary

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