I’m sure you’re familiar with the traditional “speed-to-lead” sales approach in senior living sales. It’s the approach most sales counselors use—and it’s the one I used myself when I started. However, because it focuses on closing quickly, it doesn’t give the sales counselor time to establish a connection with the prospect or help them move through their emotional resistance to buying.

I’ve been involved in senior-living sales for decades, and you know what I’ve consistently found to be the most important factor in a prospect’s buying decision? Trust.

Senior living communities today aren’t your grandmother’s version of an old folks’ home. They are better — a lot better. Despite that, the overwhelming majority of today’s seniors just “aren’t ready” to move anywhere.