A complete redesign of the sales
compensation program of a major senior living organization
better aligned the community sales teams with the
organization’s revenue goals. The program reduced the sales
team’s utilization of pricing concessions and achieved 109% of
revenue goal in its first year despite the challenging real
estate markets, increased competition and decline in personal
net worth of perspective residents.
Developed a comprehensive recruitment assessment tool and hiring process
that reduced the time to fill open sales director
positions from 90+ days to less than 45 days and reduced
turnover by 30% annually by improving the quality of the
candidates and the retention of top talent.
Orchestrated the sales and marketing activities necessary to achieve lender
approval for refinancing of 4 rental communities during the
challenges in the real estate market in 2010. Achieved 102%
of occupancy goal to secure $55 million in refinancing.
Created a mystery
shop tool, training guide, talking points and management reports
to measure the effectiveness of the sales counselors. Program resulted in improving phone-outs to appointments by 4%,
appointments to sales by 2% and reduced the cost per sale by 6%.
Created a Quality
Assurance Performance Improvement (QAPI) program to review sales
and marketing procedures and materials to ensure that
organizational standards were consistently being achieved.
Compliance improved from 75% to 93% and was implemented as the
model for all departments throughout the entire organization.
Integrated online E-Learning curriculum for sales
orientation, lead management and sales performance coaching
serving as the subject matter expert for all programs.
The comprehensive program contributed to the
company being recognized by Training Magazine as a Top 125 training organization in 2011.
Led CRM integration
project: converted communities from a data base system with one
terminal per community to REPS Leads where every executive
director, sales director, counselor and assistant had their own
computer. Designed the customized lead management reports and
trained the teams how to use them to monitor sales performance.
This enabled a more timely and better analysis of marketing
initiatives, sales activities, and business decisions.