Maplewood Senior Living Boosts Efficiency With Better Data From Aline
Discover how this senior living industry leader enhanced its sales and marketing performance with Aline Market Insights
Discover how this senior living industry leader enhanced its sales and marketing performance with Aline Market Insights
Amanda McGrory-Dixon
Based in picturesque Westport, Connecticut, Maplewood Senior Living operates two brands of vibrant communities across five states. Its signature Maplewood communities offer residents a refined and comfortable living experience with luxurious amenities and caring service while its ultra-luxury brand, Inspīr, sets a new standard for senior living in urban markets. With 16 communities featuring cozy residences, meticulously manicured landscapes, gourmet dining options, and enriching social activities, Maplewood Senior Living is dedicated to exceeding the traditional standards of senior living. Here, residents don’t just live out their golden years — they thrive in an environment that celebrates their life and legacy.
Given such high standards for resident experiences, Maplewood Senior Living recognizes the critical need to improve operational efficiencies at every business level, including sales and marketing, to maintain a flourishing community with high occupancy rates. An efficient sales process not only establishes a positive initial impression, setting the tone for what residents can expect, but it also empowers the sales team to focus on high-impact activities that significantly boost conversion rates.
To support these efforts, Moriah Prasky, vice president of sales for Maplewood Senior Living and Inspir, needed a new solution for managing her team’s sales and marketing strategies. While the previous CRM was made for senior living, the tool wasn’t sales friendly and lacked the data needed to inform her team’s sales and marketing strategies. Instead of quickly pulling one report, Prasky had to run several reports and cross reference them to find the right data, leaving her frustrated with the system’s inefficient and limited reporting capabilities.
For instance, when Prasky needed to identify the market source for new leads, she sorted through each lead one by one to decipher whether the coded referral was a family member, staff member, physician, or another source.
“We had limited options on how to categorize market sources,” Prasky said. “All paid, professional, unpaid, family, and associate referrals fell under one referral bucket. That made it hard to measure those paid sources versus the free leads we earned through our external business development team and family and staff referrals. It was really time consuming and exhausting.”
The previous CRM also couldn’t handle Maplewood Senior Living’s marketing campaigns. Instead, Prasky’s team used another marketing automation platform to separately run the campaigns. Each sales rep was responsible for the administrative duties that came with the additional platform, including uploading and maintaining their email lists, which was an inefficient use of the sales reps’ time.
As a result, sales reps were often stretched too thin to ensure every qualified prospect received the marketing event promotions, and event attendance eventually suffered. Those events are important to Maplewood Senior Living for brand awareness and community knowledge. Prasky couldn’t let excessive manual administrative work and limited data get in the way of her team’s success — she needed a better solution.
Attending a recent SMASH conference, Prasky was on the lookout for a new CRM. Prasky wanted a more modern system with updated features and capabilities, including better reporting and advanced automation. After talking to the Aline team and learning more about its innovative CRM, Prasky envisioned how the platform could help her team run more efficiently with access to deeper data for better decision-making and migrated to the new solution within a year.
Maplewood Senior Living’s complete solution includes:
Since using Aline’s sales and marketing solutions, Prasky’s job has shifted for the better. Prasky worked closely with the Aline team to build custom reports in Aline Market Insights, which surface in Aline CRM. While the standard Aline reports were a significant improvement over the previous platform, every sales team operates differently, and Prasky needed a reporting solution with customization capabilities to fit her team’s unique preferences and priorities. Some especially powerful customized reports for the Maplewood and Inspīr sales team have been:
Prasky can even customize naming conventions, such as drop-down lists, to reflect her team’s internal language, which has helped the reps more accurately log their sales activities to improve data quality.
Now that viewing critical data has become so simple with Aline Market Insights and Aline CRM, Prasky spends about 75% of her time analyzing her team’s sales activities, such as tour volume, lead volume, and campaign engagement scores, to ensure they’re focused on the right activities that drive occupancy growth. By keeping a close eye on activities and performance, Prasky has created a culture of accountability that allows the team to address any issues immediately.
“The team has certain metrics they must meet on a weekly and monthly basis,” Prasky said. “I send a report every Monday morning to the sales directors, executive directors, and regional and senior leadership for accountability. If we have a community with challenged occupancy, we can see if they’re not spending enough time on activities that are more likely to drive conversions.”
Along with activity tracking, Prasky uses the industry benchmark data available in Aline Market Insights through the Aline CRM to make real-time adjustments to the team’s sales and marketing strategies. For example, if a sales rep finished last quarter with a high inquiry-to-tour ratio, but that number is down this quarter with the same number of leads, Prasky can then analyze the speed-to-lead response time and quality of leads, both of which can affect this metric. If the speed-to-lead response time is still within industry standards, the drop may call for a change to Prasky’s lead generation marketing campaigns.
“As soon as the updated benchmark data becomes available, I print it and thoroughly review each page,” Prasky said. “This process has been instrumental in identifying opportunities as well as pinpointing areas where we may be underperforming in comparison to industry standards. With those insights, we can strategically realign our approach to better position us to meet our sales goals.”
For the sales team, they’ve improved their efficiency with automated workflows in the Aline CRM and Aline Marketing Automation. In particular, the Microsoft Outlook email integration has been a powerful tool, Prasky said. This integration allows sales reps to directly email from Aline CRM without toggling between the two platforms. Once the sales reps send an email, Aline CRM automatically logs the communication as an activity, and it becomes part of the resident’s profile. The sales reps can then reference those emails to personalize future communications, building the much-needed trust that helps convert a prospect to a resident.
“It was so tedious for our team to go back and forth between the two systems copying and pasting,” Prasky said. “They have metrics to meet for the number of mail-outs, and this integration saves them a ton of time.”
Since implementing these Aline solutions, Prasky has only received positive feedback. Maplewood and Inspir’s sales team is full of long-term staff members who were around with the previous CRM, so they were well-acquainted with the old challenges. Now that the team is fully up and running with Aline’s platform of sales and marketing solutions, they’re thriving with better data and automated workflows, and Prasky would recommend to anyone looking to improve their efficiency while maximizing results.
Our team is excited about anything that takes time off the sales cycle and makes their lives easier. We can work smarter with customized, streamlined monitoring, and those deeper insights have revealed many opportunities that we would’ve missed due to our previous lack of tracking capabilities. This enhancement in our sales operations not only boosts our current success but also positions us well for future growth.Moriah Prasky, vice president of sales, Maplewood Senior Living and Inspīr
Want to see how Aline’s sales and marketing solutions can enhance your efficiencies and data quality to improve your team’s performance? Book a personalized demo today with our team of knowledgeable solutions consultants.
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