Annual 2017 Benchmark Report...Sales & Marketing Benchmark Report Since 2014, Enquire has aggregated...

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INDUSTRY BENCHMARKS

Annual 2017

Sales & Marketing

Benchmark Report

Since 2014, Enquire has aggregated data across

senior housing to show benchmarks and trends in

sales and marketing data.

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INDUSTRY BENCHMARKS

468

161820222526323536

Data Set

Leads by Inquiry Method

Call Volumes and Missed Calls

Appointment Ratios

Close Ratios

Inquiry to Move-In Ratios

Average Conversion by Care

Skilled Nursing Ratios

Sales Cycle Length

Inquiry to Tour Timing

Average Touches for a Sale

Total Touch Breakdown

8Call volume and missed calls by time and day

38Community and individual activities for goal setting

Table of Contents

373840414244464748495051

Advancing the Sale

Community and Individual Activity

Community Performance

Inquiry Contact Centers

Sales Activity Key Metrics

Move-In Sales Trends

Inquiries by Market Source

Inquiry Source by Care

Source Move-In Conversion

Source Appointment Ratios

Referral Source Conversion

Marketing Budget

52Purchase the Executive’s Playbook for Sales Management

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INDUSTRY BENCHMARKS

Messagefrom the author

Every day, you use data to make decisions that will impact your

business. That’s why it’s crucial that the data you use is accurate.

Unfortunately, for many companies, this isn’t the case. According to Experian, organizations

indicate that “27% of their revenue is wasted because of inaccurate and incomplete customer or

prospect data.” Enquire’s CRM and our contact center platforms pull real-time data from your

team. You can also customize our CRM to align with your sales process. These two strategies

provide you with the accurate information you need to make the best decisions possible.

This benchmarking report contains industry standards that you can use to evaluate the activity and

conversion rates of your communities, set goals, and make decisions for the future. I hope you find

it useful.

Erin K. Hayes / Chief Revenue Officer

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Our sample includes a variety of communities and facilities from the United States and Canada.

Life Plan (CCRC) Assisted & Memory Care

Sample OccupancySenior housing communities in this sample are high performing with an average occupancy of 92% for independent and 88% for assisted and memory care.

IL AL/MC

Maximum 100% 100%

Quartile 3 98% 94%

Median 95% 89%

Average 92% 88%

Quartile 1 87% 84%

Minimum 64% 65%

Senior Housing Data Set

21% 58%Independent

32%

Assisted /

Memory Care

55%

Skilled

13%

Location Sample Inquiry SampleOf all of the communities and facilities in our sample, the breakout is as follows:

The initial inquiry and referral care level breakout is as follows:

Independent Rental

Skilled Nursing

13% 8%

Over 1.3 million new inquiry and referral records in 2017

Compiled from over 2.7k communities and facilities

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Web Inquiries

On average, 25% of inquiries

come through as web forms for

senior housing.

25%

Missed Calls

On average, communities and

facilities miss 19% of their phone

calls each day.

19%

Call Ins

Call ins still make up about 25% of

total inquiry volume for senior

housing communities.

25%

Inquiry Methods

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Independent living relies heavily on call in and web inquiries.

34%

18%24%

10%

20%

42%

28%

0%

17% 17%23%

87%

28%23% 25%

3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Independent Assisted Living Memory Care Skilled

Call In / Other Paid Referral Unpaid Referral Web

Assisted living has the highest concentration of inquiries from paid referrals.

Leads by Inquiry Method

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Web Form Trend

Since 2012, web forms as a percent of total inquiries has increased 177%.

Web form inquiries make up, on average, 25% of total inquiries for senior housing communities.

9% 10%

15%

19%

22%

25%

0%

5%

10%

15%

20%

25%

30%

2012 2013 2014 2015 2016 2017

Web forms as a % of total inquiries

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INDUSTRY BENCHMARKS

Call Volume by Time of Day

The highest volume of calls come in between 9am and 2pm for senior living communities (all time zones).

First time callers make up about 44% of calls between 8am and 4pm.

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

12 AM 1 AM 2 AM 3 AM 4 AM 5 AM 6 AM 7 AM 8 AM 9 AM 10 AM 11 AM 12 PM 1 PM 2 PM 3 PM 4 PM 5 PM 6 PM 7 PM 8 PM 9 PM 10 PM 11PM

First Time Callers Repeat Callers

2017

0% 0% 0% 0% 0% 1%1%

4%

8%

11% 11%10% 10% 10% 10%

8%

5%

3%

2%2%

1% 1% 0% 0%

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Missed Calls by Time of Day

Missed calls occur just as much during the day when communities and facilities are fully staffed as they do in the evening.

Enquire procures over three thousand call tracking lines for senior housing communities and skilled nursing facilities in the United States and Canada. Note - this data is taken from non-call center supported numbers.

35% 31% 26% 24% 25% 24% 23% 27%18% 19% 17% 18% 19% 19% 18% 20% 21% 24% 29% 29% 26%

32% 34% 33%

65% 69% 74% 76% 75% 76% 77% 73%82% 81% 83% 82% 81% 81% 82% 80% 79% 76% 71% 71% 74%

68% 66% 67%

0%

2%

4%

6%

8%

10%

12%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

12 AM 1 AM 2 AM 3 AM 4 AM 5 AM 6 AM 7 AM 8 AM 9 AM 10 AM 11 AM 12 PM 1 PM 2 PM 3 PM 4 PM 5 PM 6 PM 7 PM 8 PM 9 PM 10 PM 11PM

% o

f ca

lls

for

the d

ay

% o

f ca

lls

du

rin

g t

he h

ou

r

Axis Title

% of Total Calls for the Day Missed Calls (During the Hour) Answered Calls (During the Hour)

2017

On average, communities and facilities miss 19% of call ins. This number does not include calls that go to voicemail.

The majority of call volume comes in between 9am and 2pm and is represented by the green area on the chart above.

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Calls by Day of the Week

The majority of calls come in during the weekdays. Monday is the highest call volume day of the week, receiving 20% of total calls for the week.

Saturday and Sunday (weekend) call volumes are much lower than that of weekdays. Just about 5% of total calls for the week come in on Sundays.

5%

20%18% 18% 17% 16%

6%

0%

5%

10%

15%

20%

25%

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

2017

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Independent Living Inquiries

Call in inquiries have steadily decreased over the last three years but still make up 34% of total inquiries.

Web form submissions have increased and now make up 28% of total inquiries.

↓ in Call Ins ↑ in Web

41%

37%35%

12%14%

20%21% 20%

17%

26%29% 28%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

2015 2016 2017


34%

20%17%

28%

39%

11%

29%

21%

39%

9%

35%

17%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


Inquiry Tour Move In

Total Breakdown - 2017 Inquiry Trends

The largest amount of inquiries come from call ins (34% of the total) and the web (28%).

The largest amount of move-ins come from call ins (39%) and unpaid referrals (35%).

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Assisted Living Inquiries

Web form inquiries continue to increase with online tactics becoming a more standard way to inquire.

Paid referrals have increased significantly since 2015 for assisted living.

↑ in Web ↑ in Paid

25%21%

18%

34%

44%42%

24%

16% 17%17%

19%23%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

2015 2016 2017


18%

42%

17%

23%

27% 26%29%

18%

36%

18%

36%

10%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


Inquiry Tour Move-In


The largest amount of inquiries come from paid referral sources like online directories and agencies (42%).

The largest amount of move-ins come from unpaid referral sources (36%).

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Memory Care Inquiries

Web form submissions make up almost a quarter of total memory care inquiries.

Call ins are decreasing as families are primarily using web and paid referral directories and agencies during their search.

↑ in Web ↓ in Call In

36%34%

24%

28%

26%

28%

24%

26%

23%

12%14%

25%

0%

5%

10%

15%

20%

25%

30%

35%

40%

2015 2016 2017


24%

28%

23%25%

29%

23%

32%

16%

30%

18%

40%

12%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%


Inquiry Tour Move In


The largest amount of inquiries come from paid referral sources like online directories and agencies (28%).

The largest amount of move-ins come from unpaid referral sources (40%).

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Skilled Nursing Referrals

27%

13%

10%1% 1% 3%

62%

85% 87%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2015 2016 2017

Call In / Other Web Unpaid Referral

10%

87%

3%9%

90%

1%0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Call In / Other Unpaid Referral Web

Inquiry Admission

Total Breakdown - 2017 Referral Trends

The largest amount of inquiries come through unpaid referral source (87%).

The largest amount of admissions come from unpaid referral sources (90%).

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INDUSTRY BENCHMARKS

Appointment Ratio

The average appointment ratio

for call in inquiries is 44% for

senior housing communities.

44%

Close Ratio

The average close ratio for

independent living is 23%.

23%

Sales Cycle

The average length of time from

inquiry to move-in for assisted

living and memory care is 137

days.

137

Sales Trends

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INDUSTRY BENCHMARKS

Appointment Ratio by Inquiry Method

Appointment ratios are calculated by taking the

first inquiry and dividing that into the total of

first tours.

The average appointment conversion for call ins is 44%.

The average appointment conversion for web is 28%.

2017

38%

20%

51%

25%

51%

24%

53%

29%

54%

31%

57%

41%

47%

26%

52%

34%44%

24%

52%

28%

0%

10%

20%

30%

40%

50%

60%


Independent Assisted Living Memory Care Respite Average

The average appointment conversion for unpaid referrals is 52%.

The average appointment conversion for paid referrals is 24%.

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Appointment Ratios by Care

33%Is the average inquiry to tour conversion for independent living.

35%Is the average inquiry to tour conversion for assisted living.

44%Is the average inquiry to tour conversion for memory care.

38%Is the average inquiry to tour conversion for respite.

2017

38%

51%54%

47%

20%24%

31%26%

51% 53%57%

52%

25%29%

41%

34%33% 35%

44%

38%

0%

10%

20%

30%

40%

50%

60%

Independent Assisted Living Memory Care Respite

Call In / Other Paid Referral Unpaid Referral Web Average

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INDUSTRY BENCHMARKS

Close Ratios by Inquiry Method

Close ratios are calculated by taking the first tour

and dividing that into the total move-ins.

Unpaid referrals on average closed from tour to move-in at 41% in 2017.

On average, paid referrals closed from tour to move-in at 27% in 2017.

Unpaid Referrals Paid Referrals

37%

28%

48%

25%23%20%

27%

19%

42%

30%

50%

29%

58%

35%

71%

43%

31%

27%

41%

23%

0%

10%

20%

30%

40%

50%

60%

70%

80%



The average closing conversion for call ins is 31%.

The average closing conversion for web leads is 23%.

2017

18

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INDUSTRY BENCHMARKS

Close Ratio by Care

Independent living averages 23% conversion for inquiry to move-in, while assisted living averages 35%.

Memory care averages 39% conversion inquiry to move-in, while respite averages 54%.

23%

37%42%

58%

20%

28%30%

35%

27%

48% 50%

71%

19%

25%29%

43%

23%

35% 39%

54%

0%

10%

20%

30%

40%

50%

60%

70%

80%



2017

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INDUSTRY BENCHMARKS

Inquiry to Move-In by Inquiry Method

Close ratios are calculated by taking the first

tour and dividing that into the total move-ins.

The average conversion from inquiry to move-in for call ins is 14%.

The average conversion from inquiry to move-in for web is 7%.

2017

9%

4%

14%

5%

19%

7%

25%

7%

22%

9%

28%

12%

27%

9%

37%

14%14%

7%

21%

7%

0%

5%

10%

15%

20%

25%

30%

35%

40%



Unpaid referrals convert from inquiry to move-in at 21%, three times more than paid referrals.

Paid referrals convert from inquiry to move-in at 7%, the same as web leads.

Unpaid Referrals Paid Referrals

20

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INDUSTRY BENCHMARKS

Inquiry to Move-In Conversion by Care

8%Is the average inquiry to move-in conversion for independent living.

12%Is the average inquiry to move-in conversion for assisted living.

17%Is the average inquiry to move-in conversion for memory care.

20%Is the average inquiry to move-in conversion for respite care.

2017

9%

19%22%

27%

4%7%

9% 9%

14%

25%28%

37%

5%7%

12%14%

8%12%

17%20%

0%

5%

10%

15%

20%

25%

30%

35%

40%



21

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INDUSTRY BENCHMARKS

Independent Average Conversion

Unpaid referrals have the highest conversion ratios for independent living with call ins as a close second.

While web only converts at 5%, we predict this to increase in 2018 as communities focus on speed-to-lead.

38%

20%

51%

25%23%20%

27%

19%

9%4%

14%

5%

0%

10%

20%

30%

40%

50%

60%


Appointment Close Inquiry to Move-In

2017

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INDUSTRY BENCHMARKS

Assisted and Memory Average Conversion

Unpaid referrals have the highest conversion ratios for assisted living and memory care.

Call ins convert the highest above other methods of inquiries just behind unpaid referrals.

51%

25%

54%

31%

38%

28%

48%

26%

19%

7%

26%

8%

0%

10%

20%

30%

40%

50%

60%



2017

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INDUSTRY BENCHMARKS

Average Conversion by Care

Independent living sales representatives should average a 23% for their close ratio.

Assisted living and memory care sales representatives should maintain at least a 35% close ratio.

33%35%

44%

23%

35%39%

8%12%

17%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Independent Assisted Living Memory Care


2017

25

INDUSTRY BENCHMARKS

68%

16% 13%21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Referral to Admission Denial Rate Lost to Competitor Readmission Rate

(National average from CMS)

About 13% of referrals are lost to a competing skilled nursing facility. This does not include those that stayed in the hospital for rehab or went home (with or without home health).

The national average for readmissions, according to data from Centers for Medicare and Medicaid Services, is 21%.

On average for skilled nursing facilities, 68 out of every 100 referrals will admit to the facility.

On average, 16% of patients are denied from a facility based on insurance, availability, behavioral concerns, etc.

Skilled Nursing Ratios

2017

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INDUSTRY BENCHMARKS

Sales Cycle Length by Care Level

The sales cycle for a Life Plan (CCRC) community is much longer than that of independent rental or assisted living and memory care.

4961

38

208

344

137

0

50

100

150

200

250

300

350

400

Independent Rental Life Plan (CCRC) Assisted and Memory Care

Inquiry to Tour (Days) Inquiry to Move-In (Days)

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INDUSTRY BENCHMARKS

Sales Cycle Length by Inquiry Methods

Unpaid referrals tend to tour quicker for both independent living and assisted living and memory care.

5568

32

57

283

217

249259

0

50

100

150

200

250

300

Call / Other Paid Referrals Unpaid Referrals Web


3549

2140

136 139121

148

0

50

100

150

200

250

300

Call / Other Paid Referrals Unpaid Referrals Web


Independent Living Assisted Living and Memory Care

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INDUSTRY BENCHMARKS

Assisted and Memory Care Sales Cycle Length by Market Sources

Direct mail and events typically target those who may not have an immediate need so the sales cycle is longer for these leads.

23 31 44 5638 43

29 40

99

168

233

149164 172

121149

0

50

100

150

200

250

300

350

Agency Community

Knowledge &

Signage

Direct Mail &

Events

Online

Directory

Other Print

Advertising

Unpaid

Referrals

Web


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INDUSTRY BENCHMARKS

Independent LivingSales Cycle Length by Market Sources

Regardless of market source, independent living leads, on average move-in well over six months after their initial inquiry to the community. Referrals, whether paid or unpaid, tend to convert to move-in faster than other sources.

61 4874 69

53 55 48 57

227

273

314

214

281 282249 259

0

50

100

150

200

250

300

350

Agency Community

Knowledge &

Signage

Direct Mail &

Events

Online

Directory

Other Print

Advertising

Unpaid

Referrals

Web


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INDUSTRY BENCHMARKS

Skilled Nursing Sales Trends

On average, skilled nursing patients convert from referral to an admission at about five days.

Number of days from first

referral to actual admission into

the facility.

Referral to Admit

4.92

Number of days from first

referral to determining eligibility

to admit.

Referral to Pre-Admit

3.082.43

3.31

6.38

5.24

2.16

-

1.00

2.00

3.00

4.00

5.00

6.00

7.00

Community

Knowledge

Other Print

Advertising

Unpaid

Referrals

Web

2017

Days Days

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INDUSTRY BENCHMARKS

18%

13%

17%

39%

7%5%

1%

7% 8%11%

27%

31%

12%

4%

52%

14%

9%

16%

5%3%

1%

0%

10%

20%

30%

40%

50%

60%

< 90 Days 90 Days -

6 Months

6 Months -

1 Year

1 - 2 Years 2 - 3 Years 3 - 4 Years 4+ Years

Independent Rental Life Plan (CCRC) Assisted / Memory Care

Inquiry to Move-In Length of Time

This chart takes all leads that have moved-in between

2011 and 2016. It looks at the time between the first

inquiry and actual move-in.

47%of Life Plan (CCRC) residents move-in after two years of starting their search.

25%of assisted and memory care residents move-in after one year of searching.

48%of independent living rental residents move-in within the first year of looking.

66%of assisted and memory care residents move-in within the first six months of looking.

Between 2011 and 2016

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INDUSTRY BENCHMARKS

25%

20% 19% 18%

12%

37%

23% 23%

19%

10%

0%

5%

10%

15%

20%

25%

30%

35%

40%

< 30 Days

from Inquiry

30 - 60 Days

from Inquiry

60 - 90 Days

from Inquiry

90 - 180 Days

from Inquiry

180 + Days

from Inquiry

Independent Living Assisted / Memory Care

Inquiry to Tour Timing

This chart takes all prospects that became residents

and calculates the days between their first inquiry and

first tour. It then associates that with the close ratio of

those that toured. Data shows that the quicker the

prospect or associated family member came for their

first onsite tour or appointment, the higher the close

ratio.

First tour timing in relationship to first

inquiry and its influence on conversion

from tour to move-in (close ratio).

2015 - 2017

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INDUSTRY BENCHMARKS

Enquire’s Customers Increase Their Numbers

"As part of the new strategy for CRC’s

sales and marketing teams, we saw a need

for an innovative CRM and inquiry-

capturing platform to help us better meet

the needs of our customers. We were really

impressed by Enquire’s expanding market

position, visionary CRM approach, and

dedicated call center.“

-Fran Palma, Covenant Retirement

Communities

“As our growth continues, it’s very

important that we choose an innovative

CRM that can accommodate

evolution in our industry and our

organization. With Enquire CRM, we can

provide better service to potential

residents and their family members and

gain better insight into our business.”

-Amy Vittitow, Civitas Senior Living

"We’ve improved our call-to-tour

conversion from 40% to nearly 75%

through partnering with Enquire...”

Pat CokingtinAmericare Senior Living

“In the six months since our switch to

Enquire CRM, we continue to be

impressed with the product, reporting,

customer service and the consistent

upgrades and attention to detail.

-Nancy Jones, BHI Senior Living

Schedule a demo at

www.enquiresolutions.com/contact

34

INDUSTRY BENCHMARKS

Sales Activity

New Inquiries

The average new inquiries for a

senior living community each

month is approximately 35.

35More Tours

Communities using a centralized

contact center book 38% more

tours.

38%

Average Touches

On average for independent

living, it takes 25 touches to get a

prospect to move-in.

25

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INDUSTRY BENCHMARKS

Average Touches for a Sale

Assisted and Memory Care

Independent25

15

It takes 25 total

touches to get

an IL move-in, 4

of which are

face-to-face.

It takes 15 total

touches to get

an Al or MC

move-in, 3 of

which are face-

to-face.

36

INDUSTRY BENCHMARKS

Total Touch Breakdown

Connected

43%Attempted

48%

Scheduled

Appointment

9%

Based on total completed call

outs, 43% of the time contact is

made with the prospect or family

member.

Call Out Results

45%

41%

25%

39%

17%

13%13%

7%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Independent Assisted / Memory Care

Outbound Inbound Face-to-Face Mass Mail/Email

2017

37

INDUSTRY BENCHMARKS

Activity including face-to-face

interactions such as community visits,

home visits, and appointments as

well as preparation.

In-Person Meetings

and Preparation

Advancing the Sale

Activity including all

inquiry/discovery calls and

subsequent calls where meaningful

contact was made.

Phone

Conversations

43% 31%

5.3

2.7

9.9

5.6

0

2

4

6

8

10

12

14

IL AL / MC

Activity (Qty) Time (Hours)

For IL residents, an average of just about 14 hours were spent on sales-advancing activity before they moved in.

For AL and MC residents, an average of just over 8 hours were spent on sales-advancing activity before they moved in.

2015 - 2017

13.1

9

3.9

2.5

0

2

4

6

8

10

12

14

IL AL / MC

Activity (Qty) Time (Hours)

More time spent advancing the sale

in IL

More phone conversations for IL

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INDUSTRY BENCHMARKS

IL / Life Plan

Community

(CCRC)

Assisted/

Memory Care

All

Community

Average

New Inquiries per Month* 48 31 35

First Tours per Month 12 9 9

Total Tours per Month 20 12 14

Call Outs per Month 228 104 125

Web Forms per Month 15 8 9

Unpaid Referrals per Month 11 5 6

Paid Referrals per Month** 18 17 17

Community Activity

*For more highly populated markets, we see a 2 times larger lead volume than the averages above. For example, most metro Florida markets get about 80-100 new leads a month.

**Includes only communities who use paid referral online directories and agencies.

+54%more inquiries are taken at life plan communities.

2xmore web forms come through online forms for independent living than assisted living and memory care.

31Inquiries per month is the average amount of new inquiries communities receive.

2017

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INDUSTRY BENCHMARKS

Activity per Week Top 20% Average

Tours 6.9 3.2

Face-to-Face* 9.7 5.1

Sales Advancing Activity** 66.2 25.3

Call Outs 79.1 35.2

Total Activities 131.4 62.3

Individual Activity

On average, activity increased for sales representatives in 2017 when compared to 2016.

This chart shows the average activities completed each week by sales counselors and

the average of the top 20% of performers in the sample. Use these metrics to set

meaningful goals for your team. Use a CRM that easily compares goals to performance

so that your team can see progress.

2xTop performers hold over two times more tours a week than the average performer.

90%Top performers hold 90% more face-to-face meetings than the average performer.

66Sales counselors should strive to complete over 66 sales advancing activities each week. That is roughly 10 activities a day.

2017

*Includes all tours, appointments, home visits and other meetings that occur with prospects in person.

**Includes all activity where the sale is advanced such as face-to-face meetings, home visits, and preparation as

well as inquiry/discovery calls and subsequent calls where meaningful contact was made to advance the sale.

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INDUSTRY BENCHMARKS

CONTACT CENTER COMMUNITIES OTHER COMMUNITIES

VarianceIL / Life Plan

Community

(CCRC)

Assisted/

Memory

Care

All

Community

Average

IL / Life Plan

Community

(CCRC)

Assisted/

Memory

Care

All

Community

Average

New Inquiries per

Month62 48 51 45 29 34 17

First Tours per Month 18 15 16 11 8 9 7

All Tours per Month 24 22 22 20 11 16 6

Call Outs per Month 352 255 265 207 58 99 166

This chart compares communities who use a contact center to capture inquiries, to those that do not. Because contact centers ensure that all

inquiries are captured, there is a higher amount of sales activity. The more at bats you have, the more hits you will have.

2017

Community Performance

Download case studies at

www.EnquireResources.com

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INDUSTRY BENCHMARKS

On average, communities

utilizing a centralized contact

center capture 50% more leads.

More New Inquiries

By utilizing a centralized

contact center, communities

are booking 78% more first

tours than those that don’t.

More First Tours

There is 38% more total tours

for communities utilizing a

contact center.

More Total Tours

Contact centers give staff more

time to follow-up with their hot

leads to the tune of 168%

more call outs.

More Call Outs

Inquiry Contact Centers

50% 78% 38% 168%

Download case studies at

www.EnquireResources.com

42

INDUSTRY BENCHMARKS

Independent

LivingAssisted Living Memory Care

Inquiries to yield a first tour or

visit1 3.1 2.8 2.2

Inquiries to yield one move-in2 13.1 8.1 5.8

Completed call outs to yield one

appointment3 13.8 12.1 9.4

Completed tours or visits to yield

one move-in4 8.3 4.1 3.5


1 Total inquiries taken divided by first tours2 Total inquiries taken divided by move-ins3 Total first tours divided by move-ins4 Total completed calls where contact was made divided by total appointments (tours, visits, home visits and appointments)

We took all sales activity in 2017 and broke it out into independent living, assisted living and memory care to calculate the amount of inquiries,

calls and tours that need to be generated to produce move-ins and appointments. Use a CRM that can calculate this for you so you can plan

marketing and sales efforts.

2017

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INDUSTRY BENCHMARKS

Independent Living Assisted Living Memory Care

Completed calls to

appointments1 7.8% 8.5% 10.9%

Appointments to deposit2 11.3% 17.4% 21.2%

Appointments to move-in3 11.2% 24.2% 24.0%


1 Total appointments/tours/visits held divided by total calls where contact was made (including inquiry calls, call ins and call outs). 2 Total deposits taken divided by the total appointments held (tours, visits, home visits and appointments)3 Total move-ins divided by total appointments held (tours, visits, home visits and appointments)

We took all key sales activity in 2017 and broke it out into independent living, assisted living, and memory care to calculate important sales

performance metrics that can be used to evaluate sales teams. Use these metrics to evaluate your sales staff's strengths and weaknesses. If

their completed call to appointment ratio is low, they may need more coaching on phone skills. Or, perhaps lead generation and marketing

need a boost to create a more extensive database of qualified leads for them to call. On the flip side, if appointments to deposits and

appointments to move-ins are low, perhaps your sales team's close needs some coaching, or the product and services they are selling aren’t

showing well.

2017

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INDUSTRY BENCHMARKS

Typically, almost 10

phone conversations

occur before a

resident moves in.

Phone

Conversations

Sales Advancing

Activity

On average, over 14

sales advancing

activities were

performed for each

sale.

Tours or

Visits

On average, a

potential resident

visited at least once

before moving in.

Face-to-Face

Appointments

On average, each

sale involved over

two face-to-face

interactions.

Move-In Sales Trends

9.8 14.4 1.3 2.5

2014 - 2017

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Market Sources

Print Advertising

Advertising converts from

inquiry to move-in at 10%.

10%

Unpaid Referrals

Unpaid referrals make up

about 20% of total inquiries.

20%

Web and Digital

Digital marketing tactics drive

24% of new inquiries.

24%

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INDUSTRY BENCHMARKS

Advertising

3%Agency

6%

Direct Mail

5%

Online Directory

26%

Other

6%Referrals

20%

Signage

10%

Digital

24%

Online directories and digital tactics together make up just over 50% of inquiries.

Unpaid referrals including professional, friends/family, residents and staff referrals make up 20% of total inquiries.

Inquiries by Market Source

This chart incorporates all inquiries that were

recorded in 2017 for all independent living,

assisted living and memory care. Keep in mind

that this is not representative of the method in

which they inquired, but rather the marketing

tactic that drove them to inquire.

2017

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INDUSTRY BENCHMARKS

Inquiry Source by Care

Assisted Living and Memory Care Independent Living

Online directories drive 33% of inquiries for assisted living and memory care.

Website and digital marketing tactics drive 28% of independent living inquiries.

33% : Directories 28% : DigitalReferrals from professionals, friends and family, staff, and residents make up about 20% of total inquiries.

Direct mail produces 12% of total inquiries for independent living and only 2% of assisted living and memory care total inquiries.

2017

47

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INDUSTRY BENCHMARKS

10%

4%5%

4%

10%

14%

11%

5%

14%14%15%

6%

19%

26%

20%

8%

3%6%

5%

26%

6%

20%

10%

24%

0

AdvertisingAgencyDirect Mail

& Events

Online DirectoryOtherUnpaid

Referrals

SignageDigital

Independent Assisted / Memory Care % of Total Inquires

8%of digital leads convert to a move-in for assisted living and memory care.

14%of unpaid referral inquiries convert to move-ins for independent living.

26%of inquiries come from paid online directories while only about 5% convert to move-in.

5%of direct mail inquiries for independent living convert to move-ins.

Inquiry to Move-In by Market Source

48

2017

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INDUSTRY BENCHMARKS

Unpaid referrals convert to tour

the most with an average of over

50% inquiry-to-tour conversion.

2Although inquiries through

advertising convert on average

over 42%, they only make up

about 3% of total inquiries.

1 3Signage and word of mouth

converts at an average of 55%

and make up 10% of total

inquiries.

39%

22%

28%

21%

36%

50%

58%

25%

47%

37%40%

23%

41%

54%51%

31%

42%

31% 31%

22%

38%

53% 55%

28%

3%6% 5%

26%

6%

20%

10%24%

0%

10%

20%

30%

40%

50%

60%

70%

Advertising Agency Direct Mail

& Event

Online Directory Other Unpaid Referrals Signage Digital

Independent Assisted / Memory Care Average % of Total Inquiries

Market Source Appointment Ratios

49

2017

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INDUSTRY BENCHMARKS

Referral Source Conversion

For inquiries in 2016-2017, we broke out

unpaid referrals into five categories:

Competitors, Friends and Family, Professionals,

Residents and Staff.

37%

28%

25%

29%

29%

46%

46%

49%

49%

47%

44%

39%

42%

34%

42%

0

Competitor

Family and Friends

Professionals

Residents

Staff

Independent Assisted / Memory Care Average

For assisted living and memory care, all referral source categories close at higher rates than any other source.

The average close ratio for unpaid referrals that have visited your community is 41%.

Tour to Move-In 2016 - 2017

50

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INDUSTRY BENCHMARKS

Community Marketing Budget

Life Plan

(CCRC)

Assisted, Memory Care

and Rental IndependentAverage

Budget Budget Budget** Cost per Lead*

Direct Mail $13,052 $2,629 $5,292 $757

Event $2,178 $920 $1,001 $268

Advertisement $2,139 $1,541 $1,623 $564

The average budget for direct mail campaigns is $5,292 with the average cost per lead averaging $757.

The average budget for advertisements is $1,623 with the average cost per lead averaging $564.

*Calculations for cost per lead are by buying units

**Budget is per direct mail, advertisement placement and single event and not total annual budget

Campaigns from 2016 to 2017

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INDUSTRY BENCHMARKS

Executive’s Playbook for Sales Management

How to Increase Top-Line Growth in 2018

• Align employee and organizational resources around the greatest

opportunities in the most cost-effective ways

• Improve organizational performance through better processes,

technology, and strategy

• Identify metrics that will allow your organization to gain

actionable insights and improve overall numbers

• Understand industry best practices based on data collected from

thousands of communities and ancillary service providers

• Leverage data to drive business performance, diagnose problems,

and streamline sales operations

Your complete workbook and guide to sales strategy for senior

living and post-acute care.

Pre-order your copy at

order.enquiresalesbook.com

Senior Living and Post-Acute Care

Releases May 7, 2018

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INDUSTRY BENCHMARKS

Corporate Office:6400 S. Fiddlers Green Circle8th FloorGreenwood Village, CO 80111

Contact:Phone: 855-631-3391Email: [email protected]

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