Clearly the entire senior living sector relies heavily on human capital. According to data from the Paraprofessional Healthcare Institute, direct-care workers provide an estimated 70-80% of the paid hands-on long-term care and personal assistance received by Americans who are older adults or living with disabilities or other chronic conditions.

With roughly 8,000-10,000 baby boomers turning 65 each day, the demand for staff is only going to increase. The article provides an estimate of the increase in demand for direct care workers through 2030.

 

The growing demand for workers, the need to recruit and retain a qualified workforce, and the necessity to continue to foster future leaders in our field were all highlighted during Ziegler's 18th Annual Senior Living Finance + Strategy Conference. Mark Vanderbeck (ACTS Retirement-Life Communities) and Sean Kelly (The Kendal Corporation) participated in a session entitled, "System Sophistication: Innovation in Workforce Development."

Both of these organizations have made a significant commitment to training and strengthening their current workforce through educational opportunities, in-house training, and key partnerships in the greater community. Both organizations discussed the need to be competitive from a compensation standpoint, but also the need to demonstrate a career path for staff, regardless of the level within the organization.

Because of their respective sizes, they have been able to develop internal leadership programs, to build relationships with educational institutions, and to have corporate-level staff focused on enhancing these initiatives.

 

Incidentally, both speakers are also examples of internal succession planning and leadership development. Vanderbeck previously served as the organization's Chief Operating Officer before becoming the Chief Executive Officer (CEO) roughly one year ago, and Kelly is the President/CEO-elect for The Kendal Corporation.

The article includes a list from the 2015 LeadingAge Ziegler 150 of the C-suite turnover in calendar year 2014. While not all of these transitions were a function of a retiring executive, a number of them were. It should be noted that the previous year's listing was one-third the size of the 2014 list.

 

The concern among providers related to staffing was also noted during the "System Trends" session at the conference. Panelists John Kotovsky (Lutheran Senior Services), Larry Gumina (Ohio Presbyterian Retirement Services) and Scott McQuinn (Life Enriching Communities) all spoke about their organization's efforts to enhance their current focus on staff recruitment and retention. Kotovsky shared that their organization has gone as far as to create a corporate position for staff recruitment.

The panelists all acknowledged that senior living organizations need to be focused on this as a strategic priority moving forward and that while technology may be able to assist in some ways (e.g., telehealth options, remote monitoring), technology alone will not solve the issues with labor shortages.  

 

If you are interested in further information on Ziegler, or anything included in this article, please contact the Ziegler banker in your region.

 

This article by Lisa McCracken, Senior Vice President of Senior Living Research & Development, Ziegler was printed with permission.

 

The October CFO Hotline poll was devoted to the topic of Resident Monthly Fee Increases. This has been an annual poll conducted by Ziegler for the past several years.

The purpose of the survey was to track the level of resident monthly fee increases for 2014 and to predict potential changes in those monthly fees for the year ahead. Slightly more than 170 not-for-profit senior living CFOs from around the country completed the survey. This summary report provides data received from the current survey and also details historical comparisons of changes from previous years.

When asked about the percentage change in monthly fees charged to existing senior living residents in 2015, the average percentage increase was 3.16%. The table below details the various quartile figures for the 2015 rating increases. As seen below, there were several providers who reported no fee increase in 2015, but that number is minimal (three respondents). Click here to view a graph of the breakout of fees by contract type. The largest increases in 2015 were among Type-A and Type-C communities while the smallest increases were among communities with predominantly Rental. The average increase across all contract types has gradually increased each year over the past two years.

 

A similar question was asked with regard to 2016 monthly fee increases. Respondents were asked to identify the percentage by which the organization plans to increase or decrease its monthly fees charged to existing independent living residents in 2016. Click here to view the results which show slightly elevated figures compared to the 2015 predictions, but the median figure has remained steady at 3.00%.

 

A number of respondents shared additional comments about the monthly rate increases. Many of the respondents noted that pressure from minimum wage increases is having a significant impact on their community. The result of those increased expenses is higher fee increases than recent years. Technology costs and costs related to the Affordable Care Act were also noted as being influential in this year’s and next year’s increases.

For access to the full report of survey results, please click here.

 

If you are interested in further information on Ziegler, or have questions regarding anything included in this article, please contact the Ziegler banker in your region.

 

By: Lisa McCracken, Senior Vice President of Senior Living Research & Development,  Ziegler

 

This article was reprinted with permission from Ziegler

 

A recent Ziegler CFO HotlineSM survey focused on the topic of Healthcare IT, which gained insight into the implementation of information technologies being utilized in the healthcare sector, particularly in the post-acute spectrum. Questions also assessed usage among staff and residents. Nearly 180 senior living Chief Financial Officers (CFO) participated in the poll; roughly 60% were from single-site organizations and 40% represented multi-site providers. 

 

The initial question asked was about the adoption of EMR/EHR (Electronic Medical Records/Electronic Health Records) in their assisted living or skilled nursing levels of care. Overall, nearly 8 out of 10 indicated that they have adopted an EMR/EHR system. The percentage for multi-site respondents was slightly higher at 85.7%.  

 

When asked who the vendor is for the EMR system, the largest proportion, nearly 37% indicated that they utilize AOD. HealthMEDX was second, mentioned by roughly 2 out of 10 of the respondents. Those who responded "other" mentioned vendors such as American Data, MatrixCare, Optimus and SigmaCare. Of those who reported having only an EMR system in assisted living or skilled nursing, several indicated that it is integrated with the local hospital EMR. Fewer than 6% reported this type of integration with their local hospital.

 

The survey also asked about wireless infrastructures on the campus. Approximately 9 out of 10 respondents indicated that they have installed a wireless infrastructure on their campus. When broken out separately by type of organization, the multi-site providers were more likely to have campus-wide wireless than single-site providers. 

 

Additional questions were asked about resident and staff usage of various technology devices. When asked about staff use of mobile devices for work-related items, 77.4% of the respondents indicated that their staff does use mobile technologies.

 

To access the full copy of the survey results and review additional survey findings, please click here .

 

This article by Lisa McCracken, Senior Vice President of Senior Living Research & Development, Ziegler, was printed with permission.

 

 

 

 

A question we’re often asked: What do I do if someone posts a negative review about my community online? Do I delete it? Should I even respond? Or simply ignore it? If I feel the review is inaccurate, is there any way I can get it removed?

According to GlynnDevins, in almost every case a response in some shape or form is recommended. Note: There are occasionally times, such as when a reviewer is using inappropriate language, violating HIPAA regulations or making threats, when reviews can be flagged or removed. But more often than not, a response is warranted and expected by consumers.

We were at SMASH last week in Chicago, and there was a lot of discussion centered on this topic reiterating the importance of the need for senior living organizations to have a plan and strategy in place for addressing negative feedback.

Bazaarvoice reported in The Conversation Index that seeing a brand response to a review made 41% of consumers think the brand “really cares about consumers.” It went on to say that consumers who read a negative review and see a brand response are 116% more likely to purchase than those who see no response from the business.

That’s because brand responsiveness and good customer service appeal to everyone. As marketers and consumers, we understand this.

Responding to negative reviews can be somewhat overwhelming, though, especially if you’re responsible for crafting the response. Here are five general guidelines to use when you find yourself in this situation:

  1. Be sincere. Step back and take a deep breath. Resist the urge to fuel the argument or react defensively. Instead, do your best to steer the conversation in a positive direction.
  2. Acknowledge receipt of the review. Demonstrate that you are listening and that your organization is responsive, no matter which channel someone uses to reach out to you.
  3. Take action to remedy the issue. A review is feedback, and feedback is usually a good thing, even if it’s negative. If the reviewer brings to your attention an issue taking place at your community, show interest in the matter and use this feedback as an opportunity to improve, so you don’t receive even more negative reviews about the same issue.
  4. Take sensitive subjects offline. Some topics just shouldn’t be addressed online. In those cases, you should still acknowledge the receipt of the review, but offer an opportunity to connect with the reviewer via phone or a personal meeting to continue the conversation offline.
  5. Always be honest and transparent. As a leader within your organization, make a decision to be transparent and willing to communicate with consumers, address their concerns and fix those issues that come up from time to time.

Reviews are being posted about senior living communities every day. While these reviews are often positive, negative feedback in the form of online reviews does happen, even to the best communities. It adds to the legitimacy of review sites, and brings a human element online.

Consumers understand that not every business, organization or senior living community is going to have a perfect online reputation. What consumers care more about is how you respond to reviews, even those that are negative. That’s ultimately what will leave a lasting impression on prospective residents.

To learn more about best practices for proactively managing your online reputation, listen to our recent webinar, Reputation Management: Building a Better Online Reputation in Senior Living

This article was written by Brandi Towns, Associate Public Relations Director, and is used here with permission.

 

 

According to CliftonLarsonAllen, the ICD-10 implementation is here. If your organization has not completed preparations, there is no time to waste. Organizations should evaluate all documentation in their electronic medical record (EMR) systems and work with vendors to upgrade the EMR documentation content and process as soon as possible.

Work with vendors

For many organizations, the only support they receive from EMR vendors comes from the ICD-9 to ICD-10 mapping tools (i.e., the crosswalk) the vendor provides and the training on how to use the crosswalk to correlate ICD-9 codes to ICD-10 codes. The process relies on educating the providers to choose the correct ICD-10 codes from those available in the crosswalk when they have multiple options.

Providers must realize, however, that there are many other EMR components that need to be updated to meet the increased documentation specificity requirements in order to migrate to ICD-10.

Providers should speak with their EMR vendors to understand how they have updated their EMR database structure because many pre-ICD-10 databases don’t have structured fields to record data for the new required fields. This conversation should include whether the fields are discreet or structured.

For billing purposes, providers should also verify with their vendor that fields required by their specialty can be captured as structured fields within the EMR database.

Understanding payer requirements to approve procedures

Government and commercial payers routinely require clinical information, including supporting diagnoses, to approve or pre-authorize a significant number of surgeries, procedures, or diagnostic studies. Providers may find that approvals now need more specific documentation. Many ICD-9 diagnosis codes now have several corresponding ICD-10 diagnosis codes that go into greater specificity.

The figure demonstrates the specificity of ICD-10 compared to ICD-9 and highlights the importance of the inclusion of structured data for all decision points. Click here to view more information.

From a payer’s perspective, some of these more specific ICD-10 codes may support a procedure, while others may not. Approval policies are generally available from payers, so providers should research the requirements for their common procedures and adjust their templates to capture the information required for payer approval. If templates are not adjusted, providers may face a significant increase in denials and a decrease in income.

Best practices incorporated into EMRs

As the sophistication of EMRs increases, more support tools for documentation, clinical decision, and best practices will be incorporated into the design of EMRs or “attached” to EMRs to provide greater consistency and focused clinical guidance.

Many tools use diagnosis information as part of their internal algorithms, and vendors are increasingly expanding their clinical rules engines. Many EMR vendors are incorporating voice recognition (VR) to activate components of documentation templates. Providers are using combined VR and natural language processing (NLP) tools in a number of ways in order to:

  • Reduce errors in reports
  • Assist with clinical and peer reviews
  • Find appropriate treatment plans based on identified diagnoses if the recommended treatment plans are not initially chosen

Changes to diagnosis codes and increased specificity may require changes to existing VR-NLP algorithms. Because the VR-NLP and other support tools are tightly tied to EMR templates, providers should evaluate templates and work with vendors to make the required changes.

Revisions to EMR documentation

Providers routinely use patient portals to meet “meaningful use” communication requirements and streamline patient intake. Patient questionnaires available through these portals collect a significant amount of information, including details that accurately diagnose patients and assign corresponding ICD-10 diagnosis codes.

These questionnaires help ensure that the correct updated templates are selected for the visit or procedure. It is imperative that questionnaires are updated to collect data with the appropriate amount of detail.

Most EMR documentation capture tools have sections that include the reason for the visit, a review of systems, the examination, and the treatment or care plan. Each part of the template should be evaluated to determine if it needs to be updated. For instance, the “reason for the visit” section should capture information such as laterality, specific body location, and whether the issue is chronic or acute.

Templates should also be modified to capture the information needed for the care plan component. Information entered about the patient prior to the care plan templates will impact the selection of order sets and specific care plan sub-templates.

Long-term care (LTC) facilities have unique reporting requirements and should make sure all resident assessment instruments (RAI), intake forms, and documentation templates are updated to reflect the increased specificity of the ICD-10 diagnosis codes. Information captured on the RAI must support and flow to a “Therapy Evaluation and Plan of Care” or the “Section I Active Diagnoses” of the minimum data set (MDS 3.0). In addition to ICD-10 changes, LTC facilities’ documentation will need to support the new UB-04 form for billing multiple third party payers that went into effect October 1.

Procedure templates often use information collected previously and recorded in the EMR. Information required for completing procedure templates and for payer approval of the desired procedures must to be built into the intake questionnaire and procedure consult templates. Providers should map the information requirements for all components of services provided, as well as identify when the information was or will be collected to ensure that templates are adjusted appropriately.

Talk to your vendor

Providers should speak with their EMR vendors to understand how they have updated their EMR database structure, because many pre-ICD-10 databases don’t have structured fields to record data for the new required fields. This conversation should include whether the fields are discreet or structured. For billing purposes, providers should also verify with their vendor that fields required by their specialty can be captured as structured fields within the EMR database.

How we can help

CLA can help with the transition to ICD-10 in several ways. We provide staff education, clinical documentation improvement reviews, assistance with modifications to documentation elements, and organizational readiness assessments. Most organizations will start to see the impact from ICD-10 on their payments in late October or November. We can assess the financial impact of this important transition on your organization and help facilitate discussions with your banker for lines of credit.

This article was written by Tony Werner, Manager, HealthCare (http://claconnect.com/Health-Care/ICD-10-Requires-Changes-to-EMR-Documen...), and is used here with permission.

 

While having a crystal ball to predict the exact future of our senior living sector might be advantageous, there is already a substantial amount of trend data and research that can provide perspective into what lies ahead for those in the not-for-profit senior living sector.

The closing general session at Ziegler’s 18th Annual Senior Living Finance + Strategy Conference entitled, “The Future of Senior Living,” highlighted several progressive senior living organizations and discussed the future of our sector, from the changing consumer, to affiliations and partnerships, and the role we play in the implementation of the Affordable Care Act.

 

Ziegler’s Dan Hermann introduced the session and spoke of the future of senior living with respect to supply and demand characteristics, the external environment, the consumer, and organizational sophistication. On the topic of sophistication, he introduced the concept of a model senior living organization that spans the income levels and full continuum of care.

 

John Spooner, Vice Chair & CEO of Greystone, did an in-depth presentation on the emerging consumer. He spoke of the recent past, the now and the future of the sector across a number of categories, from life span, to consumer attitudes, to hospitality and payer sources. He summarized his comments by noting that it is important for providers to grow and protect their markets, that the CCRC is congruent with the values of both current and future seniors. and that board alignment and strategic planning are critical steps to take advantage of what the not-for-profit sector has invented and invested in.

 

To discuss the future of the senior living and post-acute sectors, Trinity Health’s John Capasso, Executive Vice President-Continuing Care Group, presented on the growth of Trinity's network and service integration throughout their primary markets. The 2013 affiliation between Trinity and Catholic Health East was discussed as a strategic venture to merge like-missions and exponentially grow the national and regional ministries that collectively span 21 states.

Their organization’s noted benefits of consolidation included combined knowledge capital, the ability to take advantage of best practices, a greater ability to attract talent and other senior living providers, as well as significant financial savings. Capasso concluded that, for those in the post-acute sector, bigger can be better, particularly in the new era of healthcare. He encouraged providers to explore partnerships and create solid networks to weather the rapidly changing healthcare market.

 

To further expand on the strategic advantage of partnerships, David Ferguson, President & CEO of American Baptist Homes of the West (ABHOW), and John Cochrane, President & CEO of be.group, talked about their pending affiliation. They discussed the reasons and benefits of their affiliation, starting first with the clear alignment in the missions of the two organizations.

Combined, the two organizations will become the sixth largest not-for-profit senior living provider in the country. Both organizations have previously grown through affiliations and acquisitions, but this will be the most substantial and at a pace they perceive to be more efficient and smarter than organic growth on their own. ABHOW’s Ferguson noted that at times not-for-profit providers are guilty of thinking small and he encouraged those in the room to think big and be bold and doing so from a position of strategic strength.

 

It was clear to all in attendance that the future will indeed be different than the senior living sector we know today. There is great confidence in the ability of not-for-profit providers to be innovative and to collaborate with one another in superior ways than other sectors. However, organizations need to embrace change and be big in their thinking.

The consumer will indeed change, the dynamics of healthcare reform will continue to increase in complexity, and affiliations will increase in the next several years. Not-for-profit senior living providers need to assess how these topics hit home within their organizations and need to effectively plan for the long-haul.

 

 

By: Lisa McCracken, Senior Vice President of Senior Living Research & Development, Ziegler.

 

This article was reprinted with permission from Ziegler.

Continuing Care
Retirement Community (CCRC) providers have a number of resources available to
them when looking to benchmark against their peers, according to Ziegler. Two industry
benchmarking reports were issued in September for providers to access and, in
the near future, the 2015 Financial Ratios & Trend Analysis of
CARF-CCAC Accredited Organizations
will be released. Each report is
slightly different in the types of communities being profiled, but they all
provide valuable insight into the overall financial health of the sector.

Each year, Ziegler Research releases a reported entitled Financial Ratio Medians for Not-for-Profit
Entrance Fee Continuing Care Retirement Communities
, which is based
on fiscal year-end (FYE) audits of not-for-profit CCRCs. This year’s report
(based on 2014 audits) provides data for 97 not-for-profit communities across 19
different ratios. The ratio medians that were calculated demonstrate relatively
solid credit characteristics of the studied group of borrowers.

The
report reveals that the medians for the ratios calculated for FYE 2011, 2012,
and 2013 show consistent improvement. The ratios calculated for FYE 2014 show
possible stabilization from FYE 2013.

Most of the changes, both
positive and negative, are immaterially small year-over-year. The 2 most
significant year-over-year changes were decreases in the Cash in Unrestricted
Net Assets Margin (CUNAM) and Net Operating Margin (NOM), which likely points
to operating expenses rising faster than operating revenues during the fiscal
year.

However, more stable results in the Operating Ratio (OR),
Operating Margin (OM), and Total Excess Margin (TEM) show that borrowers may be
making up for this shortfall in other ways. Because the intermediate
profitability measures show stability, the decrease in CUNAM is likely tied to
large non-cash items such as losses from bond refundings, changes in swap
valuations, and/or pension obligations.

The 2015 Median Ratios for Nonprofit Continuing Care
Retirement Communities
 was
issued by Fitch Ratings and is an annual report of investment-grade CCRCs for
audited fiscal year 2014.

For the 3rd consecutive year, Fitch’s
rating outlook for the sector is stable, with the fiscal 2014 medians providing
further evidence of the sector’s credit position. Within the “A” and “BBB”
rating categories, median ratios stayed mostly unchanged, with median
profitability ratios in the “A” rating category showing slightly better
improvement relative to the “BBB” rating category.

Median capital
spending across all rating categories showed a sharp increase in 2014 relative
to 2013 and key liquidity metrics (including Days Cash on Hand [DCOH], Cushion,  and Cash to Debt) were mostly unchanged year-over-year. Another sign of the
health of the sector is the fact that during 2014, upgrades outpaced downgrades
at a ratio of 7:1. During 2014, Fitch upgraded the ratings on seven CCRCs,
downgraded one, and had 70 rating affirmations.

 

This article was
printed with permission.

 

Non-profit continuing care retirement communities (CCRCs) have provided seniors with integrated care for more than 100 years. They deliver the quality, safe living environment that seniors want and need, and they also provide non-profit sponsors with a financially viable business model.

 

Through the decades, CCRCs have evolved to match changing senior needs, preferences, wants and concerns. As the pace of change accelerates, it’s important that providers keep pace with these changes.

 

Greystone will address the shifting senior living landscape in a series of white papers titled “The CCRC Evolution.” This collaboration with LeadingAge will address key factors impacting CCRCs and senior living more broadly, including:

  • The lack of quality supply to meet growing demand
  • Attractive pricing strategy options
  • The potential of forward-thinking continuing care providers to serve a new wave of seniors

 

While the opportunities are evident, continuing care providers face challenges with increased competition, evolving governance, succession planning and access to capital. This white paper series will describe how proactive providers are overcoming these challenges on their way to seizing opportunity.

 

“The CCRC Evolution: Why Continuing Care?” is the first in this series of white papers. As the series regularly addresses where we stand and where the industry is going, emphasis will be placed on innovative organizations and communities, as well as the best practices leading them to success.

 

Look for the release of “The CCRC Evolution: Why Continuing Care?” in early 2016. Sign up to receive a copy of this white paper by using the form below.

Background


Wellspring Lutheran Services (Wellspring) was founded in 1893. The organization provides skilled nursing and assisted living in 5 locations in Michigan: 


 


  • Monroe
  • Frankenmuth 
  • Livonia
  • Saginaw
  • Fairview 

Additionally, Wellspring provides certified home healthcare and hospice services within greater Saginaw County and home and community based services to older adults residing in Frankenmuth, Alpena, and Saginaw, as well as various child and family services.

 


 


Wellspring’s Obligated Group consists of the parent corporation and 5 other entities. These entities include:


  • Lutheran Home Care Agency
  • LHM Asset Management
  • AuSable Valley Continuing Care Retirement Community
  • Aging Enriched Services
  • Lutheran Home Care Personal Assistance

The Obligated Group consists of more than 720 units across the spectrum of care.

 


 


Wellspring had approximately $25.9 million of outstanding bank loans to refinance. In addition, $8.85 million of new money would be used for renovation projects and deferred maintenance, $3.8 million for a skilled nursing community acquisition and $5 million for the creation of a liquidity support fund.


Challenge


From the beginning of the process, HJ Sims and Wellspring worked towards a financing structure that met the goals of the organization. These goals were:


  1. Create a long-term financing plan;
  2. Address refinancing needs for existing commercial loans;
  3. Reduce interest rate and refinancing risk;
  4. Generate additional liquidity for the Obligated Group;
  5. Provide initial capital to fund certain improvements at the communities of the Obligated Group;
  6. Expand its missions through strategic acquisition opportunities; and
  7. Create financial flexibility to support and grow Wellspring’s mission.

Sims, Wellspring, and bond counsel reviewed the outstanding debt to define the tax status of each previous financing. In addition to the tax status, the financing needed to incorporate new money for renovations and deferred maintenance, a liquidity support fund and the acquisition of a nearby skilled nursing community.


Given these conditions, it was determined that taxable bank loan with tax-exempt bonds would be the most effective plan of finance.


Execution


Working with Wellspring, Sims created a detailed request for financing package that was sent to regional and national banks. After hosting a site visit, several competitive term sheets were received, and Sims worked with the banks to structure a partnership that would finance both the taxable and tax-exempt components.


Two regional banks provided the financing, with the lead bank covering the $31.1 million taxable loan and the other bank purchasing $13.5 million of tax-exempt bonds.


While interest rates were favorable for both term sheets, swaps were put in place to provide fixed rates on both financings to mitigate Wellspring’s variable interest rate risk and provide a solid financial foundation for future capital needs and growth. In order to preserve financial flexibility and still take advantage of low interest rates, creative swap structures were utilized.


For both financings, 10 year swaps were put in place with a 5 year cancellation option. In addition, the new money for construction would not be swapped until drawn on, allowing Wellspring to take advantage of the current low interest rate environment.


Results


The $44.6 million total taxable bank loan and Series 2015 bond issue closed on October 29, 2015. Specific benefits of the refinancing include:


  • Refinancing of Existing Commercial Debt – The refinancing of existing debt into two different tax structures allowed Wellspring to take advantage of lower interest rates on its tax-exempt debt and to lower its current bank loan rates. In addition, the low cost of the bank financing creates and preserves additional debt capacity for future growth opportunities;
  • Liquidity Support – As part of the new money in the financing, Wellspring was able to establish a $5 million operating reserve fund to enhance the organization’s liquidity position;
  • Flexible swap structures – Swaps were used for both structures, but were made flexible to allow for a cancellation, without penalty, any time after five years providing for future financial flexibility;
  • Funding for a strategic acquisition – $3.8 million of the new money was funded by the tax-exempt bonds to acquire a skilled nursing community and expand Wellspring’s mission; and
  • Provided Proceeds for Capital Improvements – $8.85 million of the new money will be used to fund renovation projects at several of the communities within the Obligated Group.

For more information, please contact Aaron Rulnick at arulnick@hjsims.com or 301-424-9135 or Izzy Sims at esims@hjsims.com or 512-519-5002.


This article was reprinted with permission from HJ Sims.

It happens. We get busy. We focus on the most urgent tasks, the best prospects, the engaged and interested leads. Before we know it, we haven’t stayed in touch with the “I’m not ready” lead who once profiled so well for a move to our community. Was the last contact three months, six months, a year ago? It happens, but it doesn’t have to be that way.

 

With marketing automation software and good strategic planning, a contact program for cool leads can be fully automated and have the realistic objective of getting re-engagement. Here’s just one example GlynnDevins implemented recently.

 

We targeted a community’s database of inactive leads. In this instance, we defined inactive as those leads who hadn’t been contacted by the sales team in more than six months or had an “uninterested” status code. We used a series of emails and set a pre-determined schedule so that each email deployed automatically, while also accounting for any leads who had engaged with the sales team from any previous email in the series.  With this approach, the community was able to leverage the past investment in gaining these leads, yet didn’t burden the sales team with increased call volumes.

 

What were the results? Given these leads had previously shown interest in the community, we saw open rates and click-through rates higher than our benchmarks. More importantly, over the course of the campaign, 30% of the inactive leads re-engaged with the community by opening one or more emails. Those leads can now be segmented and targeted for further follow-up by the sales team.

 

What’s the implication? How about creating an ongoing program built off of “Last Contact Date” or designation of “Lost Lead Status,” so that as leads reach a certain threshold or status code, they’re automatically moved into the program. Or you could create a “Win Back” campaign by scheduling one last limited-time offer to unengaged email subscribers (people who haven’t opened the last five emails you’ve sent) to try to spark their interest before purging them from your email list – again set to occur automatically.

 

Your lead base is your greatest marketing asset. Leverage that asset with marketing automation software and programs that support your sales efforts.

 

Learn more helpful marketing automation tips by viewing our recent webinar, “Marketing Automation: Enriching Digital Lead Engagement.”

 

This article was printed with permission from GlynnDevins.

 

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