The Power of SWOT

What is SWOT?

Strengths

Weaknesses

Opportunities

Threats

What does it mean?

–Use of SWOT in Sales

–Use of SWOT in Marketing

There is a difference!

As it relates to marketing…

SWOT becomes the basis of your community’s:

–Positioning statement

–Marketing plan

–Advertising strategy

As it relates to sales…

SWOT allows you to:

– Identify potential objections

–Develop strategies to overcome

–Refine key selling points in advance

SWOT at Work: The Atrium at Navesink

Previous Advertising

Previous Advertising

Example SWOT

Advertising based on SWOT

Strategy

1. Highlight the strength that this is the only waterfront community in NJ

Strategy

2. Overcome the objection that the community was not affordable

Strategy

3. Take advantage of the opportunityto create a sense of urgency

What’s the first impression that a prospect gets of your community?

SWOT and First Impressions

Did you answer with one of the following?

–Curb appeal

– Friendly staff

– Family, homelike feeling

Your community could be failing in making

a good first impression.

SWOT and First Impressions

In today’s fast paced world, a first impression happens with the following:

1. Prospect views your website

2. Prospect receives collateral materials in the mail

3. Prospect calls to setup an appointment

4. Prospect interacts with the front desk and sales team

How can you objectively know if your community

is receiving a passing grade?

Gathering First Impressions

– Informal focus groups of community members

– Interviews with residents and their families

–Mystery shopping

–Review of collateral and website

Testing your perceived SWOT against daily implementation

SWOT Maintenance

For SWOT to remain an effective tool, the following must happen:

– SWOT must be updated regularly

– Sales team must be knowledgeable of it and understand how to use it

– First impressions must be routinely reviewed to ensure consistency

Thank You!

Questions?