Understanding the Senior Living Lead Quality Challenge: Quality VS. Quantity

Author:

Traci Bild

Date Posted:

January 22, 2025

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Quality vs quantity: Senior Living Leads

In the fiercely competitive senior living industry, it’s not just about drawing in leads—it’s about securing the right ones. For executives, maximizing both revenue and effi ciency requires a sharp focus on high-quality leads that translate into long-term residents.

Understanding the Lead Quality Challenge

Take A Place for Mom (APFM) as an example. While it generates a hefty 32% of inquiries and 22% of tours, the conversion to move-ins is a mere 4%. Residents acquired through such paid aggregators have an average stay of only 256 days, far below the typical 618-day stay.

Quote from BILD research department

This low retention is costly, with acquisition prices soaring to $5,500 per move-in. It’s a clear signal: volume doesn’t always equate to value.

Harnessing High-Quality Lead Sources

The real gems in lead generation are less flashy but far more effective. Consider these:

  • Non-Paid Professional Referrals: They may only make up 4% of inquiries, but they shine with a 47% move-in conversion rate. A solid 68% of these inquiries lead to tours.
  • Word of Mouth: With a substantial 80% inquiry-to-tour conversion rate and a 28% conversion to move-ins, these sources thrive on trust and personal recommendations.

These leads not only convert better but also ensure longer stays, boosting profitability and lifetime value.

 

move in conversion graphic

Strategic Moves for Executives

To capitalize on these insights, senior living executives should consider:

  1. Building Relationships: Forge strong ties with local healthcare professionals to boost Non-Paid Professional Referrals. Hosting events can enhance visibility and trust within the community.
  2. Embracing Word of Mouth: Create outstanding resident experiences to fuel organic referrals. Implement referral programs that reward residents, families, and staff.
  3. Enhancing Digital Presence: Despite a 12% conversion from website leads, there’s room to grow. Focus on SEO, and ensure your digital platforms cater to prospective residents and their families.
  4. Reassessing Paid Aggregators: Cut back on low-performing channels like APFM. Evaluate lead quality regularly and adjust budgets toward more effective sources.

Driving Impact with a Strategic Focus

By prioritizing quality over quantity, senior living organizations can elevate move-in rates, boost occupancy, and foster longer resident stays. This shift not only optimizes marketing spend but also builds vibrant, sustainable communities. In the end, it’s clear: quality leads are the keystone of enduring success in senior living.

 

BILD the right marketing strategy

 

 

 

 

About the Author: Traci Bild

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Traci Bild, Founder of BILD & Co and BILDX, has revolutionized the senior living industry for over two decades. Her innovative sales and marketing strategies have positively impacted 80% of the top 100 senior housing operators in the U.S., U.K., and Canada. An accomplished author of four books, including "Zero Lost Revenue Days," Traci's expertise is frequently featured in CBS Sunday Morning News, Wall Street Journal, BBC, Senior Housing News, and McKnight’s Senior Living. Her firm, BILD & Co, is a Great Place to Work and ranks among Inc. 5000’s Fastest Growing Private Companies.

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