DENVER—Enquire, a leading provider of CRM, marketing automation, and contact center solutions for senior living communities and post-acute care organizations, has aggregated actual sales and marketing data from more than 2,200 senior living communities providing insight into the true impact of COVID-19.
In this report, 2020 averages for specific metrics by care level, state, and region as well as year-to-date metrics were compared to the same period in 2019. This data was also narrowed to the just-completed month of April and analyzed against the same data points from April 2019.
The report focuses on the average inquiry, tour and move in volume month-over-month per community and compares 2019 trends to 2020. Additionally, the report looks at other key sales and marketing metrics including web forms from internet inquiries, home visits, call-outs, referrals, and move-outs critical to senior living sales and marketing success.
“We have seen several surveys and opinions about the impact COVID-19 is having on senior living sales and marketing, but it is important to look at the data and what it is telling us. We all could have predicted that inquiries, tours and move ins would be negatively impacted by COVID-19, so the real questions will be how great is the impact and for how long? This is what having this data will help us understand,” says Erin Hayes, Enquire chief revenue officer.
These data points will continue to give owners, operators and the investment community insight into what a recovery will look like and how the effects on changing operations, consumer confidence, and financial outlook will impact move-ins, move-outs and overall occupancy trends.
Findings include:
- Although communities have experienced a 22 percent decrease in move-ins, they have also had fewer move-outs, averaging a 15 percent decrease year-to-date.
- Across all levels of care, year-to-date initial tours were down an average of 27 percent (total tours decreased 29 percent) due to most communities suspending onsite tours.
- Home visits have increased on average 39 percent for the month of April 2020 in comparison to April 2019.
- Communities supported by a contact center saw just over 20 percent more inquiries on average and held more than 30 percent more initial tours in 2019—and are trending the same for 2020.
- The South Central region is the least affected in April by COVID-19, with nominal decreases across the board in comparison to other regions.
- Communities that have an integrated CRM and marketing automation strategy experienced 10 percent higher inquiries in 2019 and 16 percent higher inquiries year-to-date 2020 than those that do not.
- Communities offering assisted living and memory care saw over a 20 percent increase in inquiries, tours, and move-ins for January and February over the same period in 2019.
Enquire plans to update this report monthly. The full April report can be accessed at enquiresolutions.com/senior_living_covid_19_statistics_april_2020/.
About Enquire
Enquire is the premier CRM, marketing automation, and contact center solution provider in senior living and post-acute care. Headquartered in Denver, Colo., Enquire serves senior living communities and health care facilities throughout the United States and Canada. Enquire’s vision is to improve the experience for prospects and family members through customer-service-centric products paired with cutting-edge technology and analytics.
