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How to Use Your CRM Sales Data to Revamp Your Sales Activities

CRMs today are so much more than what their name – Customer Relationship Manager – implies. WelcomeHome developed the industry leading CRM with senior living sales experts' input to be a database of prospects and a highly effective platform for analytics, reporting, and sales management.

If you're not using your CRM sales data for opportunities to revamp your sales activities, read on!

5 Ways to Use Your CRM Sales Data to Revamp Your Sales Activities

Here are some ways you can put the sales data in your senior living CRM to work for you to change and improve how you sell to your prospects.

Benchmarking Establishing benchmarks for sales activity is key to effectively measuring sales success. Not using benchmarks? Your CRM sales data can help you to establish them by assessing important metrics at the community level and across your entire senior living portfolio, then set goals for each of those metrics.

  • Speed to the Lead

  • Lead to Tour Ratio

  • Inquiry to Tour Ratio

  • Tour to Move-In Ratio

  • Average Time/Effort to Sale (see the Dwell Time Report below)

  • Net Move-ins/Move-Outs

  • Days Occupied/Vacant

  • Percentage of Stalled Prospects

Lead Source Analysis WelcomeHome's Lead Source Analysis is an excellent tool for evaluating the source of your senior living leads. Knowing where your leads are coming from, you can adjust your sales activities to focus either on the lead sources that are the most productive or on the ones that are typically highly productive but are being neglected (for example, dormant professional referral sources).

Lead source analysis is also great for determining which lead sources deliver residents with the longest length of stay. For example, you may find that residents who came from professional and personal referrals have a more extended stay than those from paid referral sources. You can then use that info to focus your sales activities on the referral sources that equate with a longer length of stay.

Dwell Time Report The Dwell Time Report in the WelcomeHome CRM breaks down how much time your prospects average in each stage of the sales cycle. For example, you might see that many of your prospects are spending most of the sales cycle in the pre-tour stage. That might lead you to take a closer look at which of your sales director's sales skills may be lacking in that area of sales activity and

then remedy it with additional sales training.

Set Sales Goals for the New Year As we shared in our blog, "Sales Management Tip of the Month: Setting Sales Goals," sales goals can be broken down into three categories: quantitative, qualitative, and organizational. You can use your CRM sales data to review your quantitative data and set new sales goals for the upcoming year. Some of the most effective quantitative metrics to review are ratios like inquiry-to-tour, tour-to-deposit, and deposit-to-move-in. Want to dig a little deeper in setting your new year sales goals?

Check out our Key Measures of Sales Success list.

Communicate With Prospects More Effectively Not every prospect likes to receive phone calls. Some don't respond to emails. Others have never sent or received a text message. That's OK, because you can use your CRM sales data to see which prospects might be stalled because they aren't answering either your calls, texts, or emails. You can then try one of the other ways to reach out to them.

Are you in the market for a new CRM that lets you use your sales data to improve your team's sales activities? WelcomeHome is a game-changing CRM built specifically for the needs of senior living communities. With its intuitive user interface, recommendation engine, and clear workflows, the WelcomeHome CRM is a powerful tool for both users in the community and owner/operators. Experience for yourself what thousands of senior living professionals rely on to make their job easier: request a free demo of WelcomeHome's CRM today.


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