We often talk about the fortune being in the follow-up, and don’t get me wrong it usually is. But for those of you who schedules tours, it’s nice to do a little pre-framing to help motivate an on-site decision. It’s basically your Pre-Tour Drip Email campaign. This should include at the very least:
- A Tour Confirmation with directions and what do when arriving i.e. “Because we keep the children’s safety as our #1 priority, please ring the bell when you arrive. We will be expecting you and will let you right in.”
- A tour reminder with directions on what to do if they need to cancel, i.e. “We look forward to seeing you tomorrow at Sarah’s Kids. If for some reason you cannot make it, please call us at ______ to reschedule.”
You could be doing more to help your prospects make their decision before they walk through the door. Take some time and really think about your buying process. You often do a little research ahead of time (which is why a great website is important). For your prospects, often times the tour is the first thing they do, which is why parents walk out of your doors without making a decision.
I recently made a purchase of a new computer bag, and although I glanced around a little online, I still drug my friend to three different stores so I could hold and feel each and every bag. (You can imagine said friend’s level of amusement.) I needed to see how they looked on me and really get to know the inside pockets. Where would I put my phone? My airline tickets? Oh yeah, my computer? I priced them out in person, then I thought about it overnight – which bag was I still thinking about. I finally chose the bag based on which one I wanted the most, because I love the designer whom I follow on Instagram and Facebook. I wanted to look like those models because I see they are ingrained in my mind.
You want to encourage the parent to do that research before they come to your center. You want them to be looking at other centers, but already feel a personal connection to you. “Oh that owner isn’t like the owner in the email I read” or “huh, I didn’t hear anything about their owner.” You can send them emails with introductions of your owner, director, and staff, your unique benefits, your facebook page, and your parent testimonials all before they set foot in your center. You can take some of the same wording from your website, just break it down a little. Have the directors ask if they got the emails when they arrive, and refer to the emails throughout the tour. “Did you read about our owners?”
Make the emails quick, easy, and personable. Think about it, when have you ever looked at an email and thought “that’s too short, I’ll read it later”? Never? Exactly! Use your CRM or save a template that you can quickly customize for the parent. The emails should be branded, but shouldn’t be so corporate that they are boring and no one reads them. Change up the font and color of the font. Address the parent by name.
To prove my point, I am keeping this post short. Hopefully you made it though and can think of ways to engage your parents before they tour. Even if they do not close on site, you will likely be their measure of comparison for other centers. Trust me there are enough wonderful things to say about your center to have enough emails to find fortune in the pre-frame and the follow up.