Measuring Sales Performance: Weekly, Monthly, Annually

By Jessica Ruhle

If you’re a sales manager in the senior living or 55+ active adult market, you know that successful sales performance goes beyond just meeting quotas. It’s about building strong relationships, listening to the needs of potential residents and delivering an unmatched living experience. But how do you measure these elements of sales performance success?

Aligning metrics with annual goals

As a sales manager, you’re probably used to working with annual targets. But breaking down these big goals into manageable, measurable monthly and weekly milestones is where the magic really happens.

Start with your overarching business objectives for the year. Maybe you need to make 40 sales this year to achieve your occupancy goals (and for senior living sales, overcome attrition). If you’ve built a marketing plan designed to deliver the number of leads you’d need to achieve that goal (more on how to develop a goal-based marketing plan), the next step is to create sales goals and sales activities goals that ladder up to your occupancy goals.

Whatever your sales goal is, take that annual goal and divide it into bite-sized monthly targets keeping in mind seasonality and milestones that may help or hinder marketing. (In other words, the goal may not be the same each month. For example, it might be higher in summer months and lower during wintry weather.) Then you’re ready for the next step in measuring sales performance: sales activity goals.

Weekly and monthly targets: Sales activities

Now, let’s talk about activities. What kind of weekly and monthly sales activity goals should you be setting for your sales team? It’s not just about the number of sales but also the activities that lead up to a sale. Based on your team’s inquiry-to-tour and tour-to-sale ratios — which you can measure from your Customer Relationship Management (CRM) database — you can establish goals that are aspirational, yet achievable, based on current and historical performance.

Depending on how effectively your team is converting initial inquiries into physical tours of your community (inquiry-to-tour ratio) and converting those tours to sales (tour-to-sale ratio), you can back into how many calls and emails a salesperson may need to secure a tour and how many tours will result in a sale. (If analysis reveals that current conversion rates are too low to realistically achieve your goals, you may want to consider whether sales training might be a helpful first step.)

A typical week for your sales team could include a set number of call outs, tours, emails and other follow-up activities. You could set a goal of, say, 50 call outs per week, 5 tours and 30 follow-up emails. These should ladder up to your monthly and annual goals. Remember to keep these goals realistic, motivating and directly linked to your bigger annual occupancy targets.

See how we helped one client achieve their sales goals.

Measuring sales performance: More than just numbers

You’ve set your goals and you know what sales activities to monitor. But how do you ensure your team is consistently working towards these targets? Accountability is key.

Regular check-ins are a must. Whether these are weekly team meetings or one-on-one sessions with team members, they provide opportunities to review progress, address challenges, role play prospect next steps and celebrate victories.

Use your metrics to drive these discussions. If a team member is falling short on their call outs but exceeding in lead-to-sale ratio, that could indicate a knack for closing deals and an area where they could mentor others.

Transparency is also important. Make sure your team understands these sales performance metrics, how they were developed, why they’re important and how they’re tracked. Involving your team in the process not only keeps everyone accountable but also helps foster a culture of collective responsibility and success.

Wrapping up

Measuring sales performance isn’t a one-size-fits-all endeavor, especially in the 50+ market. It’s a balance of setting achievable goals, tracking the right metrics and maintaining accountability. But with these tips in mind, you’ll be well on your way to fostering a high-performing sales team that delivers the best for your community.

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