Marketing and Sales for Senior Housing Communities. October 8-10, 2013 Bloomington, MN. Aging Services of Minnesota s. 10th Year

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1 10th Year October 8-10, 2013 Bloomington, MN A Signature Certificate Program Promoting Excellence and Innovation in Older Adult Services Aging Services of Minnesota s Marketing and Sales for Senior Housing Communities Sponsored by

2 Tuesday, October 8 - Thursday, October 10, 2013 Minnesota Society of CPAs 1650 West 82nd Street, Suite 600 (6th floor) Bloomington, MN About the program Get the tools, training and resources you need to successfully market your senior community and increase occupancy. Aging Services Marketing & Sales Certificate Program, now in its 10th year, is the #1 training series preferred by senior housing professionals working in sales and marketing. Know your community and your competitors Build an effective marketing plan Lead and referral generation Harness the power of social media Sales schedule and proven closing techniques What you ll learn and skills you ll build This program is designed to help you build and execute an effective marketing plan and successfully close the sale on prospective leases. This certificate program will teach you how to: Conduct market research, situation analysis and competitive analyses Know the difference between marketing and sales and when to use each Maintain compliance with Fair Housing laws Anticipate, prevent or respond to a vacancy crisis Successfully build your lead and referral sources Build a customized marketing plan for your community Target your marketing messages to specific audiences and generations Plan events and advertising campaigns that reach your target market Harness the power of social media as part of your marketing plan Effectively present your community to potential residents Understand what s involved in hoarding as a barrier to moving into your community Ensure effective tours during off-hours such as nights and weekends Create a sales cycle that will help you stay on track Respond to potential clients questions, objections, and barriers to move-in Conduct meaningful follow-up after a tour Determine when it s time to close the sale and suggest a reservation Faculty Judy Graff, Corporate Sales Director, Ebenezer, Minneapolis Guest Speakers Lisa Dunn, Realtor, RE/MAX Senior Services, Edina Dick Fisher, Owner, E-Merge Marketing, Oakdale Michelle Klegon, Attorney, Klegon Law Office, Ltd., Minneapolis Bill Shell, Founder, Legacy Market Services, Burnsville Janet Yeats, Co-Founder, The Hoarding Project, St. Paul Mary Youle, Vice President of Housing and Community Services, Aging Services of Minnesota, St. Paul

3 Day One Tuesday, October 8 Establish a strategic and effective marketing plan for your senior community. Agenda 8 a.m. Registration and Continental Breakfast 8:30 a.m. Welcome and Course Introduction 9 a.m. Overview of Senior Housing and the Legal Requirements Affecting Marketing and Sales 10 a.m. Break 10:15 a.m. Fair Housing: What is your community doing to maintain compliance? A best practices discussion. 11:15 a.m. MARKETING PLAN The Four Components of a Marketing Plan Situation Analysis Positioning Strategies Lead and Referral Generation Sales Schedule and Lead Management Review Marketing Plan Template 12:15 p.m. Lunch and Networking 1 p.m. Component #1 - Situation Analysis 1:45 p.m. Component #2 Positioning Strategies 3 p.m. Break 3:15 p.m. Component #3 - Lead and Referral Generation and Effective Use of Social Media to Reach Target Audiences 4:30 p.m. Recap and Adjourn

4 Day Two Wednesday, October 9 Lead generation sources and techniques, creating a sales schedule, effective marketing/advertising materials, and capitalizing on today s real estate market. Agenda 8:30 a.m. Registration and Continental Breakfast 9 a.m. Welcome and brief review of Day 1 9:15 a.m. Component #4 Sales Schedule and Lead Management 11:30 a.m. Lunch 12:30 p.m. Today s Real Estate Market and Your Senior Housing 2:45 p.m. Break Hoarding as a Barrier to Moving into Your Setting 3 p.m. Reviewing Your Marketing Collateral Materials How can they be Improved? 4 p.m. Prepare a Marketing Plan to Take Back to Your Community 4:30 p.m. Recap and Adjourn

5 Day Three Thursday, October 10 Communicating with consumers, creative follow-up and closing the sale. Agenda 8:30 a.m. Registration and Continental Breakfast 9 a.m. Welcome and brief review of Day 2 Q & A Review individual marketing plans 9:45 a.m. Sales Developing a Systematic Approach 10:45 a.m. Break 11 a.m. The Circle of Sales Building Trust 11:45 a.m. Lunch 12:30 p.m. Identify Needs 1:30 p.m. Problem Solving 2 p.m. The Closing 2:30 p.m. Creative Follow-up 3 p.m. Closing, Class Summary 3:15 p.m. Certificates of Completion Awarded - Adjourn

6 REGISTRATION FORM Marketing and Sales for Senior Housing Communities Certificate Program NAME TITLE (required for confirmation) COMPANY NAME ADDRESS CITY STATE ZIP PHONE ( ) FAX ( ) Method of payment: r Payment enclosed r Please invoice (Aging Services members only) r VISA r MasterCard r AmEX Card# Exp. Date Name on Card Cardholder s Signature Cardholder s Phone# ( ) Registration form and fee (payable to): Aging Services of Minnesota 2550 University Avenue West, Suite 350 South St. Paul, MN Attn: Accounting #6333 REGISTRATION INFORMATION AND FEES Aging Services of Minnesota member: $520 per person Prospective member: $715 per person This program is expected to fill quickly with a waiting list. Registration is for all three days to receive the certificate of completion (single day registrations not accepted). The program fee includes a comprehensive manual valued at $210, lunch and breaks. Registration is limited to 30 participants, accepted on a first-received basis. Aging Services of Minnesota reserves the right to cancel the program. Registration cut-off date/cancellation deadline is October 1, Cancellations before October 1 are subject to a $50 processing fee. No refunds for cancellations received after October 1 and no-shows. CONTINUING EDUCATION CREDITS Application has been made to/or the program has been designed to meet the criteria for continuing education credits for the Minnesota Board of Examiners for Nursing Home Administrators and the Minnesota Board of Nursing. ACCOMMODATIONS Please make your reservations at the Country Inn & Suites Bloomington West, at your earliest convenience and ask for the MNCPA special rate of $86 standard, $109 king. TO SEND REGISTRATION VIA OR FAX Register on-line at or fax to Include a P.O. number or follow-up with payment to be received by Aging Services of Minnesota prior to the program. Aging Services of Minnesota members (only) may be billed. FOR FURTHER INFORMATION Registration questions: Kellie Thoen, kthoen@agingservicesmn.org Local calls: Toll free:

7 Aging Services of Minnesota 2550 University Avenue West, Suite 350 South St. Paul, MN Audience/please route to: r Senior housing sales and marketing staff r Senior housing management staff r Long-term care administrators with senior housing on their campus r Anyone who helps older people make decisions on where to call home Marketing and Sales for Senior Housing Communities October 8-10, 2013 Bloomington Presorted First Class Mail US Postage PAID PBPS