1. Rate Lock for Life
October – November 23, 2015
Select Communities

2. Which Communities are Participating?
Excel File in Brandworks folder “Rate Lock for Life” lists communities approved by division leaders to extend offer as Sales Toolbox option
Note: approval at product line vs. campus level. Eg. – IL & MC high occupancy, but AL needs help – only AL approved.

3. What is a Rate Lock for Life?
No future annual increases to IL “Monthly Fee” or AL / MC “Basic Service Rate”. Rate frozen for duration of residency in initial level of care. Example:
Move-in to IL. Later move to AL. Subject to increases in AL.
Rate Lock offer does not extend to Second Person Fees, Personal Service Rates (care fees) or ancillary fees – these fees are subject to increases as per terms of Residency Agreement.

4. What is the Offer Period?
Financial possession of apartment between October 1, 2015 and November 23, 2015
Residency Agreement Addendum, available through Brandworks, required for all move-ins receiving a Rate Lock incentive.

5. Who Should I Offer This To?
Discovery first – will a Rate Lock offer or Sales Toolbox offer will be best:
If you hear “I can afford your rates today, but I’m afraid that I’ll run out of money in the future” – the Rate Lock offer is ideal.
If you hear “upfront costs for first month’s rent, Community Fee and relocation are my hurdle” – a Sales Toolbox incentive is best.
If you hear no concern about future costs, don’t bring up the Rate Lock offer, or you will inadvertently focus prospect on impact of future annual increases.

6. Can I Combine Offers?
Eligibility varies by community. Please verify what your community / product type is eligible for.
Some communities are not allowed to combine Rate Lock offer with any other discount or incentive
Other communities may combine Rate Lock offer with Sales Toolbox incentive, if necessary to achieve move-in
Rate Lock offer not for those on Medicaid or a comparable government program.

7. How Will Offer Be Promoted?
Use Editable Flyer for local promotion, available through Brandworks
Two blasts to Active Leads (with no scheduled move-in date) during first full week of October and around November 2nd
No website promotion of the offer
No direct mail to purchased lists

8. How Do I Convey Value to Customer?
A one-page Value Estimator tool is available through Brandworks with the following table that estimates annual savings rates for either a 3.5% or 5.0% increase assumption at various “Monthly Fee” or “Basic Service Rate” levels.
Print this out for use with prospects that you decide to extend a “Rate Lock for Life” offer to.

9. How Do I Convey Value to Customer?
Ask your prospect how many years they estimate they might live in the IL, AL or MC product line they are considering.
Then find a Basic Service Rate example that is closest to the rate of the apartment being considered by your prospect.
Then add up the yearly savings amounts for the 3.5% and 5% examples in order to say – “for an apartment whose monthly fee is $5,000, you will save $33,009 for a five year stay if the annual increase other residents pay is 3.5% or you will save $48,115 for a five-year stay if the annual increase other residents pay is 5%. Continuing to pay the initial predictable $5,000 rate without annual increases will add up to a great value for you and your family.”
Remind them that this offer is available only for those who chose to move-in by no later than November 23, 2015.

10. What Brandworks Resources are Available?
Community participation Excel list
Editable Flyer – for local hand delivery or mailing to existing active or new leads
Fact Sheet & Value Estimator Tool for use with prospects
Residency Agreement Addendums – note separate versions for IL vs. AL/MC
Billing Job Aide
Power Point Rate Lock Offer Overview
These materials are being uploaded to Brandworks as quickly as possible – some will not be available until the first full week of October.

11. When Can I Use This Offer?
Immediately. Don’t wait until you have every resource in hand.
Use this offer throughout the period between October 1st to November 23rd, 2015

12. Questions? Who Do I Call? Your District Director of Sales
Your Divisional Sales VP
Will Sanford in the Home Office