How Senior Living Sales and Marketing Performed in Q2 2026

Explore the latest findings in the Q2 2026 Sales & Marketing Benchmark Snapshot to understand where the industry stands and where your community can pull ahead.

Use these insights to stay competitive by:

Comparing inquiry, tour, and move-in volumes across Independent Living, Assisted Living, Memory Care, and Life Plan communities.
Seeing how conversion rates shifted year over year, from inquiry-to-tour to tour-to-move-in.
Identifying which lead sources, paid, web, call-ins, and unpaid referrals are delivering the strongest results.
Understanding performance differences between rural and urban markets.

Who This Snapshot is For

Whether you’re running a single community or multi-site portfolio, this snapshot helps you make sharper marketing and lead generation decisions.

Sales Leaders

Benchmark your team’s tour and move-in conversion rates against care-type averages to spot where coaching will have the biggest impact.

Marketing Directors

Compare lead-source mix and inquiry-to-tour performance so you can reallocate spend toward the channels that are converting.

Operators & Executives

Use rural vs. urban and year-over-year trends to set H2 goals and identify which communities need additional support.

How To Use These Benchmarks

Turn the snapshot from a quick read into a practical planning tool.

Compare your numbers to the care-type averages.

Pull your Q2 inquiry, tour, and move-in volumes by care type and see how you stack up against the benchmark.

Identify your weakest conversion stage.

Use inquiry-to-tour and tour-to-move-in rates to pinpoint where the most opportunities are slipping away.

Reallocate spend toward the improving lead sources.

Use the lead-source conversion data to shift budget from underperforming channels to the ones gaining traction.