annual 2017 benchmark report...sales & marketing benchmark report since 2014, enquire has...
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1
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.
2
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
3
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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INDUSTRY BENCHMARKS
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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INDUSTRY BENCHMARKS
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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INDUSTRY BENCHMARKS
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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INDUSTRY BENCHMARKS
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
8
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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INDUSTRY BENCHMARKS
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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INDUSTRY BENCHMARKS
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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INDUSTRY BENCHMARKS
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
Call In / Other Paid Referral Unpaid Referral Web
34%
20%17%
28%
39%
11%
29%
21%
39%
9%
35%
17%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Call In / Other Paid Referral Unpaid Referral Web
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%).
11
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INDUSTRY BENCHMARKS
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
Call In / Other Paid Referral Unpaid Referral Web
18%
42%
17%
23%
27% 26%29%
18%
36%
18%
36%
10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Call In / Other Paid Referral Unpaid Referral Web
Inquiry Tour Move-In
Total Breakdown - 2017 Inquiry Trends
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%).
12
13
INDUSTRY BENCHMARKS
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
Call In / Other Paid Referral Unpaid Referral Web
24%
28%
23%25%
29%
23%
32%
16%
30%
18%
40%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Call In / Other Paid Referral Unpaid Referral Web
Inquiry Tour Move In
Total Breakdown - 2017 Inquiry Trends
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%).
13
14
INDUSTRY BENCHMARKS
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%).
14
15
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%
Call In / Other Paid Referral Unpaid Referral Web
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%.
16
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INDUSTRY BENCHMARKS
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
17
18
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%
Call In / Other Paid Referral Unpaid Referral Web
Independent Assisted Living Memory Care Respite Average
The average closing conversion for call ins is 31%.
The average closing conversion for web leads is 23%.
2017
18
19
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%
Independent Assisted Living Memory Care Respite
Call In / Other Paid Referral Unpaid Referral Web Average
2017
20
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%
Call In / Other Paid Referral Unpaid Referral Web
Independent Assisted Living Memory Care Respite Average
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%
Independent Assisted Living Memory Care Respite
Call In / Other Paid Referral Unpaid Referral Web Average
21
22
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%
Call In / Other Paid Referral Unpaid Referral Web
Appointment Close Inquiry to Move-In
2017
23
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%
Call In / Other Paid Referral Unpaid Referral Web
Appointment Close Inquiry to Move-In
2017
24
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
Appointment Close Inquiry to Move-In
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
26
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)
27
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
Inquiry to Tour (Days) Inquiry to Move-In (Days)
3549
2140
136 139121
148
0
50
100
150
200
250
300
Call / Other Paid Referrals Unpaid Referrals Web
Inquiry to Tour (Days) Inquiry to Move-In (Days)
Independent Living Assisted Living and Memory Care
28
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
Inquiry to Tour (Days) Inquiry to Move-In (Days)
29
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
Inquiry to Tour (Days) Inquiry to Move-In (Days)
30
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
31
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
32
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
33
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
35
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
38
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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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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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
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www.EnquireResources.com
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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%
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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
Sales Activity Key Metrics
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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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%
Sales Activity Key Metrics
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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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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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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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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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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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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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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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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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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Corporate Office:6400 S. Fiddlers Green Circle8th FloorGreenwood Village, CO 80111
Contact:Phone: 855-631-3391Email: [email protected]