If your senior living community is generating a solid number of leads but struggling to convert them into tours, it’s time to take a deeper look at your sales and marketing process. Often, the issue lies not in the quantity or quality of leads, but in how they’re being handled. Below are three common issues that may be preventing you from turning leads into tours — and ultimately residents.
1. A Short Nurturing Process
One of the most frequent culprits behind low conversion rates is a sales team that abandons leads too quickly. While incentivizing your team based on tours or occupancy may seem like a good strategy, it can backfire if it leads to a too-short nurturing process. Prospective residents, particularly those who are the adult children of aging parents, are often in the early stages of consideration when they first inquire. At SSDM, we refer to these prospects as “Planning-Focused.” They might need time to explore options, consult family members, and come to terms with the emotional aspects of this major life decision. Or they may be doing early exploration because they sense that the best solution for them or a parent in the near future will be a good senior community. Research suggests that this group likely makes up nearly 75% of your leads.
If your sales team is giving up on leads after just 48-72 hours of no response, it’s likely that potential residents are slipping through
the cracks. Instead, nurture those leads over a longer period of time, offering valuable information and consistent touchpoints to keep your community top of mind when they’re ready to make a decision. Persistence, patience, and empathy are key in this stage.
2. A Tone-Deaf Sales Process
Automation can be a fantastic tool for streamlining your sales process, but it’s critical to tailor that automation to different buyer behaviors. If your sales automation follows a one-size-fits-all approach, you risk alienating prospects who may not be ready for a hard sell.
Your sales process should include multiple pathways, each designed to adapt to the prospect’s engagement level. For instance, if someone hasn’t opened an email or returned a phone call, they may still be in the information-gathering phase, what SSDM refers to as the Planning-Focused period. A more nurturing stream of communication, focused on educating rather than pushing for immediate action, can help build trust and keep your community in the running. Tailoring your messaging to meet prospects where they are can make a significant difference in converting those leads into tours.
3. Low Website and Lead Transparency
Your website is often the first point of contact for potential residents and their families. If it doesn’t provide the information they need upfront, it can create frustration and lead to an influx of unqualified leads. This is even more important for the “Placement-Focused” prospect who needs to place themselves or a parent quickly. So, while a high “time on site” metric may seem positive, it can sometimes indicate that visitors are struggling to find the details they’re looking for — pricing is a key one. When pricing isn’t readily available, many visitors will fill out a form to inquire, only to later discover that your community is outside of their budget.
The lack of clear, transparent information can lead to wasted time and effort on both sides. To avoid this, ensure that your website is user-friendly and provides key information, including pricing, amenities, and a virtual feel for your community through photos and videos. By offering a clear, informative online experience, you’ll attract more qualified leads who are genuinely interested and able to move forward.
Take Action: Turn Leads into Tours with a Smarter Approach
If any of these three issues resonate with you, now is the time to take action. Whether it’s lengthening your nurturing process, refining your sales automation, or improving transparency on your website, addressing these areas can significantly boost your conversion rates and help turn more leads into tours — and eventually, residents.
Struggling with one, two, or all of these issues? We’re here to help. Our team specializes in senior living marketing strategies designed to move the needle. Don’t let potential residents slip away — let’s turn those leads into move-ins. For even more information, read our free Senior Living Guide to Exponential Lead Growth.
