2024 Senior Living In Person Shops White Paper

BILD analyzed senior living communities by conducting in person shops during 2024. This white paper focuses on the appearance and interactions, impressions while touring, closing, and end of tour results. This study targets multiple states in the U.S.

Target: 9 different States – (AZ, CA, IA, OH, FL, MI, NE, NV, TX, WA)

Time Periods Data Analyzed: 1/1/2024 – 12/18/2024

Data Reviewed: In Person Mystery Shop Results

Below is a summary of the key findings:

• 6% of shoppers felt very impressed with the tour.

• 64% of tours lasted an hour or longer.

• 11% of Sales Associates did not offer to follow up with the shopper after the tour.

• The average in person shop score for 2023 was 81%, and in 2024 this decreased to 74%. The quarterly average score in 2024 was 72%.

Closing out the tour had the lowest average score of 60%, for all in person shops in 2024. While appearance and interactions had the highest average score of 84%.

Average In Person Shop Scores

Appearance and Interactions:

• 93% of shoppers were greeted upon entering the lobby.
• 12% of shoppers had to wait more than 5 minutes for a sales associate.

Impression While Touring:

• 54% of the Sales Associates did something unique, that stood out to the shopper during the tour, and that made them feel special.
• 66% of shops did not have residents involved in the tour.

End of tour:

• 48% of tours did not provide options to finance the move or discussed any potential incentives (ex: VA benefits, long term care insurance, discounts offered, etc.).
  • 38% of the Sales Associates did not share how living in a community has benefited current residents.

Closing:

• The shopper’s overall impressions were 6% very impressed, 30% favorably impressed, 55% had an average impression, and 9% had a poor impression.
• On average, 59% of tours lasted 60-90 minutes. 5% of tours went over 90 minutes while 36% of tours lasted 59 minutes or less.