Sales teams in the Sherpa Universe maintained similar sales performance in October compared to July-September. While the figures showed major improvements compared to March-June (when Covid-19 restrictions most affected new leads, selling activity and move-in times), results still fell well below 2019 benchmarks.
We still see opportunities for sales teams to invest more time on fewer prospects, particularly those already in their lead base. Specifically, activities such as planning for advances and generating personalized, creative follow-up are proven to improve conversion ratios and ultimately lead to higher occupancy.
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Some key takeaways from the report
New leads volume for October was consistent with the months between July to September and remained 26% lower than in January 2020. On average there were 14 existing sales qualified leads (SQLs) per leasable unit already in each community’s lead base.
Time in the Selling Zone per prospect was up slightly in October as were the total number of worked leads. Most TSZ was allocated to voice-to-voice and written communication with prospects.
Outreach saw higher numbers both for number of contacts worked as well as total Time in the Outreach Zone. Time spent per each contact remained consistent from September.
Virtual tour volume and time spent per tour continued to decline compared to the high point in June.
Outcomes & conversions saw a net positive move-in/move-out ratio and continued an upward trend since August.