Category 7 of 12

CRM & Sales

Sales systems describe the future and operating systems describe the present. These questions cover where the two meet: move-ins, availability and occupancy reporting.

1. Why does CRM occupancy differ from operational occupancy?

   CRM occupancy counts sales commitments such as deposits, signed agreements and scheduled move-ins, often by unit.

2. Should CRM data determine reported occupancy?

   Usually not on its own.

3. How should move-ins and move-outs flow between CRM and EHR systems?

   Move-ins should begin in the CRM as commitments and become actual move-ins only when the operational or clinical system records the resident in residence.

4. What happens when sales and operations disagree about available units?

   Units get promised that are not ready, or ready units sit unmarketed.

5. How should deposits and pending move-ins affect occupancy reporting?

   Deposits and pending move-ins should be reported separately from occupancy, as reserved or pending, unless the operator has deliberately chosen a definition that includes them.

6. How can operators reconcile pipeline data with actual census?

   Match each pipeline outcome, such as a move-in, cancellation or delay, to what actually happened in census, resident by resident.

7. Which system should govern unit availability?

   No single system should govern unit availability alone.

8. How should CRM data be reconciled after a resident moves in?

   After move-in, confirm that the CRM record matches the operational record on move-in date, unit, care level and rate.

9. Why do sales dashboards sometimes disagree with executive reports?

   Sales dashboards read directly from the CRM, often in real time, using sales definitions.

10. How can operators establish consistent sales and occupancy definitions?

    Write down the definitions for inquiry, tour, deposit, reserved, move-in, available and occupied once, at the enterprise level, with an owner for each.