How Encore Healthcare Services cut tour shadowing from 2 hours to 5 minutes

Learn how Encore Healthcare Services went from occasional shadowing to AI Sales Coaching that turns tours into move-ins and tough conversations into seamless transitions to retirement.

Results snapshot:

• Increased tour-to-move in conversions with personalized coaching
• Grew occupancy by delivering what customers really want
• Scaled a self-coaching culture that improves after every tour

Who is Encore?

About

Encore Healthcare Services provides independent and assisted living to senior communities across Chicago and Delaware. Since 1977, Encore has offered luxurious living accommodations, healthcare, and social activities for seniors to enjoy a comfortable, community-based retirement.

Find out which tours lead to move-ins and which don’t

Challenge

Terra Watterson began her journey in the senior space by building sales operations from the ground up at a growing senior travel business. With an itch for improving sales efficiency, she led the rollout of their CRM, and championed the introduction of call recording. Recordings told her how to coach her team in ways that would help increase conversions. Sales soon skyrocketed as a result of more thoughtful conversations, and so did NPS scores.

Her secret? Visibility into what objections stalled deals, which competitive insights distracted buyers, and how sellers should respond to win the business.

In the end, Terra grew a mom-and-pop travel business into one of the largest senior travel operators in the world.

Terra’s success brought her to Encore Healthcare Services as VP of Sales and Marketing, where she drew on her change management experience once again.

The opportunity was clear: tour recordings didn’t exist at Encore. Sellers had no way to understand what sales responses, habits, and expertise led to more move-ins. Terra saw an immediate opportunity to shape how Encore could succeed today – by using recordings to create a coaching feedback loop that sellers act on immediately.

When asked what coaching at Encore looked like prior to Siro, Terra mentioned it was “shadowing a tour when possible, and then just listening to the feedback that we were given by the sales directors…there was no insight to really what was going on."

Terra needed a solution more intelligent than traditional recordings. One that complemented her own coaching expertise: noting when sellers spoke too much, tone and delivery, and active listening.

Ready to ditch the old way, Terra chose Siro to give her team the always-on coaching to help deliver tours that make seniors feel at home with Encore.

"Shadow every single tour in a five-second snapshot”

Solution

Terra’s goal using Siro was simple: see where sellers get stuck and find the right path every seller can follow to win more.

Prior to Siro, she didn’t understand what happened on a tour unless somebody told her. Terra wanted reliable and detailed insight into what sellers were discussing during tours and what it told her about how to improve conversions.

"I can look at it every single week and the objections change. That tells me that we are combating objections that we're seeing." Further, her management team gets time back instead of constantly shadowing sellers: "The best part for our senior directors is that they don't have to shadow on tours. They see every single tour with a five-second snapshot."

More importantly, Terra wanted to see how effectively her team adheres to their sales process to convert business.

"I love that I can go in and see the scorecard of how they did on their tour and dig in a little bit deeper if I need to. But if I see that they're hitting their 80s and 90s on their scorecard then they're able to not have me on their back."

Terra uses Siro to build a self-coaching culture that doesn’t rely on constant manager oversight and repetitive coaching. Every team member learns from their conversations and each other’s – so management focuses on more complex customers with unique needs.

Lastly, Terra puts real data behind Encore’s growth. Terra relies on Ask Siro to get clear examples of her team’s performance and how to deliver what customers keep asking for.

“I can go in and find out any kind of data that I need. I can ask it any question and it'll give me citations of where we're doing great or what our most common objections are."

ROI Secret Shopping Can’t Match

Result

Using Siro, Terra restored confidence across the entire sales organization. Her sellers get insight into what customers want most and how to work past objections they couldn't answer previously.

"After implementing Siro, for me personally, it's given me a lot of confidence that I have a fantastic sales team that is doing exactly what they're supposed to be doing."

Results snapshot:

• Increased tour-to-move in conversions with personalized coaching
• Grew occupancy by delivering what customers really want
• Scaled a self-coaching culture that improves after every tour

Because her sellers record with Siro daily, Terra enters sales executive meetings with actual numbers instead of an unproven hunch. She tells leadership what customers are asking for and how Encore should respond.

"Now I can go with data to our ownership and say this isn't working. These are the objections we're seeing. This price point isn't right."

As Terra and Encore continue to shape their strategy around customer data, she trusts Siro to give her the real story behind every tour so sellers improve and customers move in delighted to begin the next phase of their lives.