Marketing:Converting Leads into

Clients!Using ElderCarelink and Other

Lead Sources

Valerie VanBooven RN BSN

www.MySeniorService.Com

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Agenda

• Introductions• Brief Overview of ElderCarelink• Getting Inside the Prospect’s Head• Steps for the BEST Lead Conversion• Marketing Strategies that WOW!• FREE! FREE! FREE!• What Does ROI mean?• Next Steps for YOU.

www.ElderCarelink.Com

Robert Brooks, PresidentGeorge Novoson, VP Business Development

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?*What Business Are You In?

* Hint: It’s not the business you THINK you are in…..

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WHERE ARE YOUR

CUSTOMERS?

Competition

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What Were They Thinking?

What is going on inside the head of the

person inquiring

about your services?

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Crisis?

• Physical?• Emotional?• Financial?• Psychological?• All of the Above?

• Do You Know?

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MONEY MONEY MONEY

First time inquirers often have no idea how much your services cost, how much money the care receiver has, or different options for paying for care*.

*(Doesn’t Medicare pay for everything under the sun?)

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BEST Steps

• Set Yourself Apart – How?• Educate Educate Educate – How?• Establish Credibility – How?• Establish Trust – How?• Establish Loyalty – How?

• Client Retention

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USP

UniqueSelling

Proposition

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What is the ONE THING?

All you need is one idea, one service, one product, one price point, one guarantee, one special “thing” that makes you different from 100 other similar services in your community.

Find that ONE THING, and you have a USP!

START BRAINSTORMING!

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Educate Educate Educate

Every AdEvery FlyerEvery Senior FairEvery MD Office VisitEvery Networking EventEvery Time….Educate Your Audience About Your USP, and anything else they need to understand about your industry.

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Establish Credibility

Convince your prospects that they would be

absolutely crazy to do business

with anyone else but YOU.

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Trust

Establishing credibility as the best, the experts, “the” top quality

service, also builds a level of trust between YOU and your

community.

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Step 1

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Step 2

• Educate with compassion-–Long-term care costs

• (not just YOUR COSTS)

–Ways to afford long-term care• (come on, put it all out on the table)

–SELL THE SOLUTION, NOT THE PRICE • (Investment in Safety and

Independence)

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Step 2A– Free Report– Audio CD/Radio Show CD– Video Clip– Auto-play PowerPoint– TESTIMONIALS/Examples– Newsletters– Articles– Online Articles– Website (more than a

picture and a postcard)– Blog– Press Releases– Staff Testimonials– Testimonials from other

professionals!

– Marketing Partners– Birthday Cards– Articles on LTCi– Articles on RM– Success stories– Sponsored events– Sponsored activities– Charitable giving– Invitations to events– Start a SENIOR

ADVISORY BOARD– Seminars– Invitations to seminars– YOU ARE THE BEST.

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Step 3

FREE! FREE! FREE!

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Step 4 -“B or D”SEE 2A

• Follow Up• Follow Up• Follow Up• Follow Up• Follow Up• Follow Up

• Follow Up• Follow Up• Follow Up• Follow Up• Follow Up• Follow Up

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Loyalty

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Loyalty=Profits

Increasing customer retention by 5%

Increases profits by 25%- 95%

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Conversations

Put conversations at the center of

business.AND

Listen.

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Conversations

EngageYour

Evangelists.(Listen to them and let

others hear them.)

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SERVE The CUSTOMER

“When you see, hear or meet a customer, all other duties

and activities are put on Hold.

First, foremost and fanatically…

SERVE THE CUSTOMER!”

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Return on Investment(ROI)

Lead Expenses

Net Leads Purchased 100

Lead fee $20.00

Total Lead Cost $2,000

Follow Up Costs

Average Minutes Per Lead 10.00

Total Minutes 1,000

Hours Spent on Phone 16.67

Avg Hourly Rate $17.00

Follow Up Costs $283

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Return on Investment(ROI)

Sales Results

# of Clients Converted 5

Average Hours Per Client/Week 20

Average Duration (Weeks) 20

Total Hours Billed 2,000

Avg Hourly Rate Billed $17.00

Client Revenue $34,000

Margin Analysis

Revenue $34,000

Gross Margin % 35%

Estimated Gross Margin % $11,900

Lead Expenses $2,000

Phone Follow Up $283

Net Client Margin $9,617

ElderCarelink Summary

Margin $$$ $9,617

Lead Expenses + Phone Follow Up $2,283

ROI 421%

Cost Per New Client (fully Loaded) $457

Avg Revenue Per Client $6,800

Cost as % of Revenue 6.7%

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To Learn More…

www.MySeniorService.ComFREE EZINE

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