2025 Sales & Marketing Readiness Checklist

We have a written plan with defined goals and campaigns tied to occupancy and NOI objectives.

Our value proposition sets our communities apart from competitors and resonates with prospects.

We leverage insights on market demand, competitors, and customer preferences, and adjust strategies accordingly.

Our brand reflects excellence, trust, and care as evidenced in resident satisfaction scores, online reviews, family feedback, and referral programs.

All customer touchpoints reinforce our brand and effectively communicate our points of differentiation —from emails to social media to our on-site experience.

We have experienced leaders driving strategy and execution across sales and marketing.

Each team member can explain our points of differentiation, ideal customer profile, customer journey and KPIs (both current and target).

Everyone has the skills necessary for their respective roles, and regular training is in place to keep the team sharp and competitive.

Our sales team is skilled in building relationships, conducting tours, and closing leads, and we have at least one sales superstar in each community.

We work with trusted external agencies and partners that deliver measurable results in lead generation, advertising, and creative work.

We effectively use our CRM to manage leads, track communications, and analyze performance.

We use marketing automation to nurture leads with email campaigns, text messaging, or other automated outreach.

We know which marketing channels generate the best results for each community.

Our website is optimized for lead conversion with strong SEO, clear CTAs, and virtual tours.

We have clear and accurate metrics (like Cost per lead, Lead-to-Tour, and Tour-to-Move-In) to evaluate marketing and sales effectiveness.

Our marketing efforts effectively qualify leads and seamlessly transition them to a community-based salesperson for immediate follow-up.

Every inquiry is nurtured through personalized communication, ensuring no leads fall through the cracks.

We leverage high-performing channels to maximize reach, including paid ads, SEO, social media, and community events.

We use real resident stories and professionally shot images of our communities (never stock photography) to enhance credibility and emotional appeal.

We host or participate in local events to build awareness and relationships.

Our tools, team, and processes are ready to grow with our business, whether adding new communities or increasing capacity.

When opening a new community, we have a documented playbook that guides all sales and marketing activities from pre-leasing to lease-up to stabilization.