Top Takeaways From the 2024 Aline Benchmark Report 

In today’s ever-changing senior living market, relying on gut feelings won’t cut it. You need solid, industry-specific data to outsmart competitors and drive growth. That’s why we’re thrilled to unveil the 2024 Aline Sales & Marketing Benchmark Report for Senior Living — a leading resource, now enhanced with fresh metrics and new insights, including vital data from Roobrik, now part of the Aline family. 

Drawing on insights from over 9,300 communities, this report reveals the latest trends and actionable benchmarks that can help you accelerate occupancy and boost revenue. Whether you’re looking to fine-tune your marketing strategy or overhaul your sales process, the report delivers the intelligence you need to make informed, strategic decisions.

Download your free copy today and discover how you can transform your approach. Now let’s dive into four key takeaways that you can start applying to your business today. 

Takeaway #1: Prioritize Speed-to-Lead

Speed-to-lead isn’t only about faster responses — it’s a game-changer for driving admissions and boosting long-term occupancy. Our research shows that when sales reps contact prospects promptly after an inquiry, the likelihood of scheduling a tour jumps by nearly 50%. This means every minute counts when turning a lead into a future resident, especially for high-intent prospects who call directly and are looking for immediate answers. 

Data reveals that prospects are twice as likely to convert on that first phone call compared to a delayed follow-up. If your team isn’t immediately available, it’s crucial to have a backup plan, like a dedicated contact center, to ensure that every inquiry is met with a prompt response. 

The most successful operators build a structured follow-up system into their process. Leveraging call tracking, marketing automation, and real-time notifications ensures no lead slips through the cracks. In addition to shortening the sales cycle, this system reinforces referral relationships, setting the stage for higher conversion rates and improved resident retention.

Takeaway #2: Optimize Follow-Up for Higher Conversions

In one of the standout findings of our report, inquiry-to-move-in conversions grew 22%. To maintain these high conversion rates, we recommend implementing a clear, repeatable process to optimize the customer journey. 

A senior living-specific CRM serves as the foundation for this process, centralizing every lead in one system. This allows your team to track interactions, prioritize follow-ups, and capture every opportunity. With complete visibility into prospect engagement — whether through phone calls, emails, texts, or tours — teams can personalize their approach and focus on the most promising leads. 

Marketing automation takes this a step further by keeping prospects engaged without adding extra work for your team. Automated nurture campaigns deliver timely, relevant messages when interest is highest to help move inquiries down the funnel. Features like real-time notifications and task reminders ensure that sales teams respond promptly while reducing manual follow-up efforts. 

With the right systems in place, your team can turn more inquiries into move-ins while creating a smoother experience for prospects. A structured follow-up process not only drives higher conversion rates but also strengthens relationships, positioning your community for long-term success.

Takeaway #3: Master Multichannel Engagement for More Move-Ins

In today’s digital age, converting an inquiry into a move-in isn’t a single-step process — it takes multiple touchpoints to build trust. On average, our data shows it takes 28 activities, including three face-to-face interactions, to yield a move-in, a 4% increase from last year.

This surge reflects how families now begin their search online and interact through various channels before committing. Every interaction, whether it’s an email, text, phone call, or in-person visit, shapes a prospect’s decision-making process. With families engaging across multiple channels, a one-size-fits-all approach no longer works.

Successful communities meet prospects where they are, maintaining consistent engagement through the platforms they prefer. For many families, that journey begins with tools like Roobrik’s decision-support surveys, which help them assess their needs before they even contact a community. By offering these early insights, operators not only support families in their decision-making but also receive more qualified leads, allowing for more personalized follow-up. A mix of personalized emails, timely texts, and well-timed phone calls ensures that no opportunity is missed while in-person interactions, like tours and home visits, solidify trust.

Implementing a structured multichannel strategy keeps communication seamless and intentional. Instead of relying on a single touchpoint, operators who balance digital engagement with personal outreach create a stronger, more reliable pipeline of move-ins. The key is to stay present throughout the journey, delivering the right message at the right time — no matter where the conversation starts.

Takeaway #4: Tailor Your Approach by Inquiry Channel 

Prospects reach out through various channels and each one converts differently. Family and friend referrals outperform digital inquiries, converting at an average of 54%, thanks to the trust built through personal recommendations. These leads also require fewer activities to convert, which results in a reduced workload for your team. 

Although web leads are increasing rapidly, conversion demands persistence. It can take three to four follow-up touches to secure a response, meaning you may need as many as 13 web inquiries to generate the desired number of tours. 

In short, call-ins, unpaid referrals, and web leads each have distinct conversion dynamics. Equip your team with a senior living-specific CRM to track every inquiry, automate follow-ups, and respond promptly. By tailoring your approach to each channel, you can maximize tours and drive more move-ins.

Download the 2024 Aline Benchmark Report

Discover the latest senior living sales and marketing trends. Download the 2024 Aline Benchmark Report today and equip your team with the insights needed to drive peak performance.