" How A Few Simple Actions Can 'Significantly' Raise Your Home's Profile, Attract Higher Bed Occupancy, And Increase Your Profits By 30% Or More Within 6 Months!"

Dear Care Home Owner/Manager,

Whether you want to maintain higher occupancy levels or just want recognition for your high standards, ultimately you need to run a profitable home -  not just for today, but for the foreseeable future.

That generally means being better than your competitors, better at planning and better at marketing! All registered care homes meet Care Quality Commission standards in order to operate - but you want to be 'outstanding' and to be recognised as such.

With 14 years of experience, we consistently find many excellent care managers who run a good home and meet the 'required standards', but often struggle when it comes to effective marketing.  The tell- tale signs include :

• Too many empty beds,
• Inadequate number of enquiries,
• Unconverted enquiries,
• Disillusioned staff,
• Too high a ratio of funded clients and,
• A worrying bank balance!
  
  In a worst case scenario, 'all of the above' may apply. If this is the case, you don't need me to tell you that some drastic action needs to be taken - but what exactly?

The Manager's role is already tough enough ensuring the home consistently complies with all current legislation, let alone 'hands on' caring for residents when time permits. It's hardly surprising that sufficient time is rarely allocated to looking after the future of the home, often necessitating a 'one day at a time' approach.

I have to tell you that under these circumstances, your business won't grow and is unlikely to survive!

Marketing your business for the future is essential to generate long term profitability and to increase the sale value of your care home. The good news is, if you run a good home, getting on track is not difficult or expensive if you adopt a few simple strategies.

As our Professional Advisor, Jacki Scuffle points out in her recent article 'Marketing Begins at Home', (see FREE download details at top right of page), effective marketing starts with 'ATTITUDE' - recognising the need and having the desire, enthusiasm and energy to implement all the required actions!

So what are these required actions? Through our various levels of membership, we are available to guide you at every stage. Each action can be very briefly summarised as follows:

1) Getting Your House In Order
 - being the very best it can be. Aim to be far better than required standards and far better than your competition. Aim high, aim for 'excellence', and if you fall a little short, you will still be better than most. By the way, I'm not talking about grand buildings, gold taps and red carpets, although general maintenance of the building and contents must be kept consistently in order and inviting. I am talking about exceptional personal quality care with a difference, in comfortable and homely surroundings. You'll want to excel and be known for your expertise in a particular area of care - something which makes you stand out from other competitive homes in your area.

2) Recruiting, Training and Motivating Your Staff
 - to take ownership of their responsibilities to maintain these standards, willingly and naturally! Their role, working as a team is crucial and the relationship between managers and staff must be open and trusting. 

3) Getting A Recognised Endorsement And Recognition
For Your Achievement
 - by Classic Homes. An independent, third party accreditation is invaluable and is far more credible than 'singing your own praises' in local advertisements. Our accreditation is based on our annual assessment, and as our reputation is on the line, your standards will have to be consistently good to achieve and keep this award!

4) Using The Tools, Tactical Advice, Techniques And Services
- available from Classic Homes, to drive public awareness to a consistent flow of enquiries. With your new found skills, converting these enquiries will maintain high occupancy and a high ratio of private clients.

But.. if you're not willing to consider our ideas, we really can't help you!

The best form of advertising is word of mouth, 'viral marketing' - getting an abundance of people from all walks of life speaking favourably about you from their experience. This can be residents, staff, visitors, prospective clients, health workers, local town officials or community representatives. The list can be endless. Your reputation and good name are critical to achieving this level of success, but it must be earned and justified. We'll show you how to facilitate this awareness through your Classic Homes accreditation.

Classic Homes Services:

You have a choice of 3 levels of membership to accommodate your circumstances:

Level 1  - Associate Membership - is offered to ALL interested care home owners and managers regardless of experience, who want to 'make a difference' and build or refresh with new ideas the good reputation of their business.

(SEE LIMITED TIME OFFER BELOW )

This level offers a comprehensive, but informal, Marketing e-Course designed to help you through all the steps necessary to first, identify and implement simple strategies to raise/update care standards and then effectively market your home for profit. This 'easy going' home study course includes taking you through our '10 principles of service' to prepare you if desired, for an accreditation assessment.

This course is delivered through a series of 12 monthly 'Modules' downloaded to your computer. On receipt of your monthly payment, you can download each module in 'easy to read' pdf format, with manageable timescale. Each file is printable, allowing you to work offline if you prefer.

This professional approach has proven to be a great success, identifying key areas for improvement and ways to build and keep a team of highly enthusiastic staff. You can of course, apply for an assessment at any time. You can also cancel your monthly payments at any time, retaining all modules received up to the time of cancellation.

Who will benefit? All Care home owners and managers, regardless of experience, who have a compelling desire to update or improve personal care standards to build the profile and long term profitability of their home. They are willing to consider advice and action key strategies as suggested to ultimately achieve this level of success.

NB: Level 1 is NOT an accreditation and does NOT entitle you to any materials, use of logo, plaque, or personal consultancy.

Level 2 - Accreditation Membership - is by invitation only, following a successful assessment.

This is our basic accreditation, which entitles you to use our logo, plaque and certificate, and limited Classic Homes materials, with online advice and services available through our exclusive 'members only' website. A range of staff and management training courses are discounted, and many additional services are available for discounted fees.

Who will benefit? Care home owners and managers who have a home of exceptional quality with an established good reputation but who recognise the distinct benefits of 3rd party recognition. They have a good head for marketing with good resources and need limited support.

Click here for more information about Level 2 - Classic Homes Accreditation Membership

Level 3 - Accreditation Membership - is also by invitation only, following a successful assessment by our trained assessors. This is an accreditation with full membership services, with access to all Classic Homes materials and entitling you to all level 2 services plus further discounted courses for care staff.

Who will benefit? Care home owners and managers who have a home of exceptional quality who recognise the distinct benefits of 3rd party recognition, with full available services. These include substantially discounted training and access to personal marketing  consultancy.

Click here for more information about Level 3 - Classic Homes Accreditation Membership

About Your Classic Homes Assessment:

To achieve accreditation status, and membership to Classic Homes, you must first undergo an annual assessment based on our 10 pre-defined 'Principles of Service'. Depending on the size of your home, the assessment (arranged by appointment) will be over 4 - 5 hours in a single day and will be informal, unobtrusive and with total respect for the ongoing duties of the day.

Our trained assessors are all CRB checked and will ask to communicate with some members of staff and selected residents if appropriate. They will also need to see a copy of your latest Inspection report and be satisfied that any outstanding requirements have been met.

Much of the assessment is based on observation and any recommendations are based on the judgement of the assessor, according to Classic Homes guidelines.

Two bound copies of the report will be forwarded to the designated home manager within 2 weeks of the assessment.

Depending on the result, you may be offered accreditation status and membership to Classic Homes services. In this case, a consultant will arrange to visit your care home to define the levels of membership and deliver your starter pack. He/She will of course discuss all aspects of your business and advise you of all the services available.

If however, your assessment is unsuccessful, the report will explain exactly why, pointing out any recommendations as appropriate. In most cases, but without guarantee, we will offer a follow up assessment within 6 months at reduced cost. If the recommendations have been addressed to the satisfaction of the assessor, you will be offered accreditation status and membership to Classic Homes services.

Our Offer of Guarantee

We are confident that when accepting our accreditation, your business will go from strength to strength, drawing on the distinct advantages of our membership services.

If however, within the first 6 months of full accreditation membership, you consider you have gained no benefit, we will be pleased to offer you a refund of your membership fee, but subject to the following conditions:

• You will have consistently used and displayed Classic Homes materials as advised.
• You will have considered and fully applied any recommendations offered by Classic Homes to meet your requirement.
• You will have returned all materials to Classic Homes and ceased using any logo, certificate or reference to your accreditation in any publicity forum, advertising or other awareness campaign.
• You have not abused in any way your membership rights and have acted in a professional and appropriate manner at all times.

NB: The directors of Classic Homes reserve the right to refuse this offer of refund at their discretion, should they not be satisfied that the above conditions have been followed. This guarantee applies to Membership levels 2 and 3 only.

What to do next? -

Take Action Now, and Start Your Marketing e-Course at 30% Off!

To register for  Level 1- Associate membership with marketing e-course (with 30 day money back guarantee) - in 12 easy monthly payments at our promotion rate of just £12.97, click the button, but act quickly to secure this price.

For details of how to apply for a Classic Homes Assessment for Accreditation -click here

If you have a question, please go to our support page - click here

Thank you for reading this far! Without doubt, there are currently some exciting opportunities (and challenges!) within our care industry to make a real difference to our dependent population. We've witnessed care standards to have significantly improved over the last few years, with better facilities and greater choice for service users. However, through our work, we believe that many 'good' care homes can so easily become 'excellent', raising standards still higher, and gaining the respect and reputation they so richly deserve.

If you consider that CLASSIC HOMES can help you with your marketing requirements, please get in touch, entirely without obligation, either through our support link,
or by telephone 01223 969861 or 07958 411386.

OR: You can of course write to us at:

The Directors
Classic Homes (UK) Ltd
16 Middle Lane
Stoke Albany
Leicestershire.
LE16 8QA

With very best wishes,

Director

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