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Episode 5 - Guest Speaker Lex Cumber, Untold Living
Boosting Occupancy in Retirement Communities
In this session with Lex Cumber, Sales & Marketing Director for Untold Living, we cover:
• Lex’s background and experience
• Understanding customer psychology in the context of Integrated Retirement Communities (IRCs)
• The critical role of psychology in the purchase decision
• Customer centricity vs. product centricity
• The shift towards person- or prospect-centred selling
• The complexity and nuance of the customer journey
• The fact that over 60% of the purchase decision is driven by trust and emotional factors
• Practical tips to enhance effectiveness including spending more quality time with prospects, building connection, untangling obstacles, advancing conversations, and the vital importance of timely responses
• The two-part nature of the journey: 95% is about moving away from the family home, and only 5% about moving towards a retirement community
• The urgent need to accelerate sales rates
• The importance of delivering excellent customer service at every touchpoint – from phone calls to tours to follow-up
• Focusing on what really matters: measuring key conversion ratios such as:
o Visit to Move-In (USA: 33%, UK: 15%)
o Lead to Move-In (USA: 11%, UK: 2%)
• The UK’s need to stop resisting change and adopt new sales approaches – focusing on controlling the controllables
• The importance of capturing and benchmarking the right data
• The call for greater professionalisation in sales – robust processes, clear methodology, and having the right people with the right skills (e.g. empathy and active listening)
• Learning from international best practices – including extended opening hours, using AI to support marketing and sales, and consistently tracking Net Promoter Score (NPS)
• Addressing the perception and knowledge gap around the sector
• Being honest with ourselves when something isn’t working
• The wish that more people were genuinely obsessed with customer service and experience
• A recommendation to read Unreasonable Hospitality
• The desire for a consistent, sector-wide way to measure customer experience in IRCs – for the benefit of both operators and customers
• The increasing attractiveness of working in the sector
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By Ali PowellBoosting Occupancy in Retirement Communities
In this session with Lex Cumber, Sales & Marketing Director for Untold Living, we cover:
• Lex’s background and experience
• Understanding customer psychology in the context of Integrated Retirement Communities (IRCs)
• The critical role of psychology in the purchase decision
• Customer centricity vs. product centricity
• The shift towards person- or prospect-centred selling
• The complexity and nuance of the customer journey
• The fact that over 60% of the purchase decision is driven by trust and emotional factors
• Practical tips to enhance effectiveness including spending more quality time with prospects, building connection, untangling obstacles, advancing conversations, and the vital importance of timely responses
• The two-part nature of the journey: 95% is about moving away from the family home, and only 5% about moving towards a retirement community
• The urgent need to accelerate sales rates
• The importance of delivering excellent customer service at every touchpoint – from phone calls to tours to follow-up
• Focusing on what really matters: measuring key conversion ratios such as:
o Visit to Move-In (USA: 33%, UK: 15%)
o Lead to Move-In (USA: 11%, UK: 2%)
• The UK’s need to stop resisting change and adopt new sales approaches – focusing on controlling the controllables
• The importance of capturing and benchmarking the right data
• The call for greater professionalisation in sales – robust processes, clear methodology, and having the right people with the right skills (e.g. empathy and active listening)
• Learning from international best practices – including extended opening hours, using AI to support marketing and sales, and consistently tracking Net Promoter Score (NPS)
• Addressing the perception and knowledge gap around the sector
• Being honest with ourselves when something isn’t working
• The wish that more people were genuinely obsessed with customer service and experience
• A recommendation to read Unreasonable Hospitality
• The desire for a consistent, sector-wide way to measure customer experience in IRCs – for the benefit of both operators and customers
• The increasing attractiveness of working in the sector