Lead. Nurture. Convert: Turning Digital Traffic into Lifelong Clients

Lead. Nurture. Convert: Turning Digital Traffic into Lifelong Clients

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Erin Cahill: Welcome to CareSmartz360 On Air, a Home Care Podcast. I’m Erin Cahill, Sales Account Executive at Caresmartz. Today, we’ve dialed into a powerhouse in the senior living, marketing world, Holly Rehbock.

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Erin Cahill: as the Vice President of Sales at Ring Ring Marketing, Holly’s an experienced sales leader with a rock, solid track record in the senior living industry. She’s honed her craft in sales, customer relationship management, team building and lead generation and conversion- skills she’s now wielding to redefine how agencies connect with prospects and convert traffic into committed, lifelong clients!

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Erin Cahill: But what really sets Holly apart is her passion for coaching and her unwavering belief in fostering a culture of accountability and growth.

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Erin Cahill: She doesn’t just lead teams, she ignites them, equipping them with strategies and insights that turn clicks into conversations and browsers, into brand advocates. Today’s episode, lead nurture convert turning digital traffic into lifelong clients, dives into Holly’s proven playback playbook from crafting magnetic lead magnets to nurturing relationships with personalized outreach all the way through to closing deals that endure

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Erin Cahill: Get ready for actionable frameworks.

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Erin Cahill: real world examples, and a fresh perspective on sales leadership that’ll supercharge your digital funnel. Welcome, Holly.

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Holly Rehbock: Thank you so much. What a great intro I love it! Thank you.

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Erin Cahill: Right into it. 1st question that we have here for you. What’s the 1st step a home care agency should take to capture high quality digital leads rather than just increasing website, traffic.

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Holly Rehbock: Well, of course, any business, any home care agency wants to drive as much traffic as they can to their site. Right? They want it to be meaningful as well. So first, st there’s kind of 2 points I like to touch on one. Of course, it’s important to make your website optimized right? We want to make sure they have the best experience as a user, as a family that’s on there looking for care.

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Holly Rehbock: And then, second, and this is very important is what happens when that traffic shows up and all the traffic’s on there. And they do show interest. What happens then.

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Holly Rehbock: So to start, I would say, having that clear trust building website, you want to have a great user experience. And that starts on your homepage. That’s right. There. That’s really your

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Holly Rehbock: kind of like, the curb appeal of your business online. And so having your phone number, call to actions that are right there for that user to easily navigate.

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Holly Rehbock: I don’t know if you’ve heard of a sticky header right, but it’s kind of that banner that goes across the top, having that stay up on top. So you’re not constantly trying to navigate. Find that navigation? Menu up and down, scrolling up and down. That’s that’s part of that user experience. So there’s things that we look at when we say to optimize the website for the user experience.

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Holly Rehbock: And then, of course, that trust building, having testimonials, having your reviews present, you want to build trust with your potential clients and their families. And people want to see real people. Video is gold. We always say that to our clients, you know, have those videos have real videos of

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Holly Rehbock: you’re the owner. Your employees have stories shared on your website. So really, that’s all part of that experience.

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Holly Rehbock: And then, to speak to most importantly, what happens after that traffic? Is there? What happens when someone does contact you clicks. That form fills out that information. What happens to that? That lead that comes in. So it’s shifting to that conversion, mindset? Not just oh, how many people can I drive to my website? But how many people had a great experience enough to where they filled out the contact? Us page?

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Holly Rehbock: And then what happens when that comes in. You know, everyone knows I’ve been in sales, so I’ve heard this so many years, but speed to lead. We’ve all heard that probably sick of hearing it. But it is so relevant. So again, part of that user experience is, what does happen? How long does it take someone to reach out to those leads.

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Holly Rehbock: What is that experience like? Once the form is filled out. And who’s who’s doing that for you to really convert them into the next steps in the lead process.

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Erin Cahill: Yeah, absolutely. And how can agencies nurture online leads in a way that feels personal and authentic to prospective clients and their families.

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Holly Rehbock: I do love this question because I feel like too often. And it’s not just, you know, home care agencies, but too often in general people treat online leads a little differently, right? It’s like they feel that they’re colder or less serious.

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Holly Rehbock: Of course, we love word of mouth referrals, of course, and those do tend to convert. I mean, it’s in the numbers they do convert higher. But why aren’t the online leads converting? And why aren’t they taken sometimes as serious as the in person referral leads. But the truth is really looking at these leads as families. They’re not just leads right. They’re they’re people. They’re families. No one gets up in the morning and says.

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Holly Rehbock: Well, I’ll just randomly reach out and fill out a contact. Us form on a home care website. They’re doing it because they’re either immediately needing services or looking for future.

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Holly Rehbock: So it’s not just for fun. So I really think just they deserve the same level of attention as any other lead or referral that comes in that human interaction very timely. Of course, there’s lead automations that can be set up, and most people do it with their crms.

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Holly Rehbock: But having the lead automations does not, does not negate having that personal connection to where the sales team or the agency owner. Marketing person is is reaching out immediately, making that call to follow up.

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Erin Cahill: Yeah, that’s a really good point. And you mentioned, Crm, what Crm strategies or tools do you recommend for tracking interactions and ensuring no lead slips through the cracks in the long sales cycle that’s typical of home care.

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Holly Rehbock: Great question. So, choosing the right crm, choosing one that’s really built for your business.

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Holly Rehbock: And the way that you’re going to use it, there’s very, very sophisticated crms that if you were someone that is used to having your leads come in on a spreadsheet and you go to a very sophisticated. Crm, are you going to be utilizing it like you should be so it’s kind of that ease of use. That’s key. Is your team able to to use a Crm

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Holly Rehbock: training, making sure that you choose the right one. And some some crms are specifically for home care. Right? And I

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Holly Rehbock: I think that’s great, because it it makes sense to me. And then know what your team can do. So it can fit your expectations and have your team know that these are your expectations. I mean, a Crm. Is great, but you’re putting in the information. So making sure that it’s up to date that that’s optimized as well.

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Holly Rehbock: sometimes, if it’s overly complicated, it won’t be used in the way it’s supposed to be so. Within crms, you can set up automated reminders for your team to hey? This is time to follow up need to nurture people, get busy, especially home care. I know that very well.

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Holly Rehbock: And so setting up those automated reminders internally for your team to use, and then, of course, categorizing your making sure your pipeline is clean. Putting them in the right stage? Are they in a new lead stage? Are they nurturing? Is this someone that we have to follow up in another? You know, 2 weeks. Or is this someone we have to keep in mind? Maybe send them informational newsletters quarterly.

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Holly Rehbock: And then, of course, using call tracking a lot of crms have call tracking and scoring lead interest. So that’s important in order of prioritizing them. And then Key is who owns who owns these leads? Whose responsibility, is it?

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Holly Rehbock: There’s many different people working in agencies, and so is it the salespersons? Is it marketing? Is it the owner who who is owning it? And that’s really important.

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Erin Cahill: And what Kpis should a Home Care Agency monitor to measure the success of its lead to client funnel? And how often should they review and adjust that strategy.

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Holly Rehbock: I think it’s very fluid. And the reviewing I’ll start with that is, I mean.

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Holly Rehbock: I’ve had teams where they’re reviewing these things daily.

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Holly Rehbock: If not, you know, a weekly sales meeting. But the the Kpis really that are important, of course, inquiry to assessment, ratios, assessment to admission ratios that’s huge, and then cost per qualified lead, keeping track of that, and and really owning that and knowing. Be surprised how many people, if you ask, like, what is your cost per lead, and sometimes they don’t even have that information. So, keeping on top of that.

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Holly Rehbock: this one, I love it kind of circles back to that 1st question you had asked about the website. But your speed to response rate

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Holly Rehbock: really monitoring, how long is it taking for us as a team to get back to the people that are looking for services.

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Holly Rehbock: and then

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Holly Rehbock: review these. You can review these weekly but definitely. I would review them monthly, overall with your team and just have full transparency and then every quarter, I would say, identify some bottlenecks.

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Holly Rehbock: What are we doing? Great! But what are we doing that we can improve on? Are we losing people after the 1st call? Are we not following up? Is our response rate, not where we needed to be. And how do we do that? And then use that data that you’re talking to your team about getting feedback from your team and then do some more training, and then adding more nurturing workflows, whatever that looks like.

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Erin Cahill: Yeah. And holly. One last question for you.

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Erin Cahill: How do you foster a sales culture within a home care team that maintains accountability, encourages continual learning, and celebrates the small and small wins and the long term client relationships.

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Holly Rehbock: I think this is my favorite question. Because I can speak

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Holly Rehbock: on just with my background. I never wanted to be in sales. That is not what I set out to do, and I know I’m the Vice President of Sales. So that’s kind of strange to hear. But

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Holly Rehbock: I didn’t set out to be in sales. I wanted to help seniors. My 1st job ever was a sales counselor at a retirement community. I think I was 24 at the time. I came in thinking I was

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Holly Rehbock: interviewing because I love seniors. I thought I was going to be an activities assistant, and that executive director said, No, you’re you’re going to be a sales counselor said. I do not want to be in sales, and she said, If you love seniors, and you want to help seniors. Then you want to be in sales.

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Holly Rehbock: And that’s really relevant. Because 25 years later, I’m still in sales and so I think the 1st step is to really redefine sales as service.

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Holly Rehbock: That’s huge. Your team isn’t selling. Your team is helping people guiding people through really big decisions. Maybe some of the hardest decisions they’ve ever had to make. So find that salesperson, of course, that that loves seniors that wants to help. They’ll be a champion for the agency. And then the second thing I would say is definitely make a feedback. Rich culture.

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Holly Rehbock: I mean, without feedback, without you, as a manager or the coach, or.

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Holly Rehbock: you know, a regional director or an owner without you sharing feedback and just kind of keeping it all to yourself. You’re not gonna help your sales team grow or your marketing team grow, so share, call recordings, good or bad, not to judge or is to help to coach. So what can the whole team learn from the calls?

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Holly Rehbock: And then, of course, holding the bi-weekly or weekly sales meetings like what’s going on? Have clear goals, and they’re attainable goals that you can help your team reach

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Holly Rehbock: and then have those Kpis in place. Everybody in the company should know the Kpis, not just the owner or not, just the salesperson, and how we’re going to get there as a team. So it’s kind of just building it, starting with someone who really wants to help families? And then coaching them along the way and setting clear expectations.

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Erin Cahill: Absolutely well. Thank you so much, Holly, for sharing your expertise. That was very helpful. And I like what you said about sales as service. I think that’s a.

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Holly Rehbock: Yes.

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Erin Cahill: Reframe it.

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Holly Rehbock: S.

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Erin Cahill: And to our audience.

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Erin Cahill: Thank you for tuning in until next time. I’m Erin Cahill, signing off.