Q2-2024 Senior Living Web to Phone Shops Results

BILD analyzed 100+ senior living community web to phone shops in Q2-2024. This white paper focuses on shoppers inquiring via web and phone to evaluate the first impressions, needs development, relationship building, sales presentation, and next steps scheduled. This study targets multiple states in the U.S. Below is the executive summary and key findings.

Target: 25 different States – (AZ, CA, CO, FL, GA, IL, KY, MA, MD MI, MN, MO, MT, NC, NJ, NV OR, PA, RI, SC, TX,UT, VA, WA, WI)

Time Periods Data Analyzed: 4/1/2024 – 6/30/2024

Data Reviewed: Web to Phone Mystery Shop Results

Below is a summary of the key findings:

• After submitting the web form, shoppers that received a response in 2 hours, either 11% were contacted by the sales team via email, and 40% by call.
• 31% of shoppers that did not receive a personalized response in the 2 hours after inquiring never received a response at all.
• The average length of a sales call lasted 11 minutes.
• The average web to phone shop score for Q2-2024 was 54%, which is a 5% increase from 2023.
  • The average phone shop score in 2024 was 54% and in 2023 was 52%.
  • The average web shop score was 56%. A 6% increase from 2023.

Average Website and Phone Shop Scores

Sales Presentation:

• 69% of the sales associates did not drill down to determine needs or interests. While 7% of associates asked only medical/financial questions and 9% asked only yes or no questions but no open-ended questions.

Next Steps:

• 54% of associates vaguely invited shoppers to tour, using verbiage like, “sometime” or “anytime”. 14% attempted to arrange an appointment while 12% did not encourage a visit at all.

Response Times

For the 63% of those who received a response within two hours, after inquiring on the website, 11% were contacted by the sales team via email, and 40% by call.

Overall, once the shopper reached a sales representative, the transfer times were mostly within 1 minute.

• 42% of calls transferred within 1 minute.
• 33% of calls were not transferred but handled by another team member or receptionist.
• 13% of calls that were not transferred were handled by the sales associate.
• 11% of calls transferred with over 1 minute of wait time.