Sales Lead Reactivation 

CD: Allison Bagnell // Copy: Pam Spence

Every quarter we send out a mailing to all sales leads in our database. The goal is to reach out, reconnect and generate interest with families who had inquired in the past. This quarter my concept was 'Tis The Season For Extra Care', an informational piece that educates families on being safe during the winter months. In addition to the self mailer I created ads, social media and email templates that could be implemented to support depending on community need and budget.     

The soft sell of the piece relied heavily on following up with the family. Did you receive our recent mailing? Have you been noticing any of these signs? Is there anything our community can do to support you? The idea being that our direct mail piece gave the sales teams something to talk about when they called the families. To support our teams I developed a worksheet that would spotlight the specific events/support at that community that related to the winter tip. Do you offer a weekly yoga class to help with staying active? Can your maintenance tech go help change the smoke alarm batteries? etc. etc. This got the teams thinking out of the box and coming up with new ways to engage customers specific to their community. 

This new informative direction and the addition of community support pieces resulted in an 11% increase in tours.