Why Do So Many Senior Living Prospects Never Book a Tour?
We analyzed the behavior of over 3,500 senior living prospects using A.I. and our predictive lead scoring process to uncover the key reasons why leads don’t book tours.
We've compiled the main takeaways below to highlight some of the reasons prospects don't tour, and what your sales teams can do to ensure that a higher percentage of your senior living prospects take a tour in the future. Check it out!
1. The Majority of Leads Never Book a Tour
Before we dive into the factors that impact tour scheduling, it’s important to look at the big picture. The vast majority of senior living leads never take a tour, and without a tour, the chances of a move-in are extremely low. By understanding just how many leads drop off at this stage, sales teams can see the massive opportunity for improvement.
📊 The numbers:
- 86% of all leads never scheduled a tour.
- Only 14% of leads took the next step and booked an in-person visit.
- Of those who booked a tour, only 12% eventually moved in.
- 45% of all booked tours were no-shows, meaning nearly half of scheduled visits never happened.
🔹 Key takeaway:
While booking a tour doesn’t guarantee a move-in, leads that never tour have virtually no chance of converting. The goal should be to increase the percentage of leads who book tours and ensure they actually attend.
A vast majority (86%) of senior living leads never book a tour. Without a tour, their chances of moving in are almost nonexistent. Increasing tour bookings is the key to higher conversions.
2. Lack of Engagement = No Tour
One of the strongest predictors of whether a lead will book a tour is their level of engagement. Leads who interact with emails, calls, or texts are far more likely to take the next step, while those who ignore communication almost never schedule a visit. We analyzed engagement data to see how much impact it really has.
📊 The numbers:
- Leads who opened at least one email were 61% more likely to book a tour.
- Leads who clicked a link in an email were 174% more likely to schedule a visit.
- Those who never engaged with emails, calls, or texts almost never booked a tour.
- Leads who received at least three follow-up calls were 42% more likely to book a tour compared to those who only received one.
- 85% of tour bookings happened after at least two points of contact (email, call, or text).
🔹 Key takeaway:
If a lead isn’t engaging, they’re far less likely to take the next step. Sales teams should prioritize outreach to engaged leads and develop strategies to re-engage cold ones, such as personalized email sequences or alternative contact methods (text messages, video calls, etc.).
Leads who engage with emails, calls, or texts are significantly more likely to book a tour. Those who click an email link are 174% more likely to schedule a visit, highlighting the importance of proactive communication.
3. The First Few Days Matter
Timing plays a crucial role in whether or not a lead will book a tour. Our analysis shows that most tours are scheduled within the first week of a lead’s inquiry, and the likelihood drops sharply after that. This means that sales teams must act quickly to capture interest while it’s still high.
📊 The numbers:
- 72% of all booked tours were scheduled within the first 7 days of inquiry.
- After 14 days, the likelihood of a lead booking a tour dropped by more than 50%.
- After 30 days, the chance of a tour being booked was near zero.
- Leads contacted within the first 24 hours were 3x more likely to schedule a tour than those contacted later.
- 30% of all move-ins came from leads who booked a tour within the first week.
🔹 Key takeaway:
The window for scheduling a tour is small. Sales teams should focus on immediate follow-ups and encourage scheduling a tour within the first week of contact. Implementing automated reminders and personalized follow-ups can help maintain urgency.
Timing matters—72% of tours are scheduled within the first 7 days. After two weeks, the chances of booking drop by more than 50%, making fast follow-ups crucial.
4. What Stops a Lead From Booking?
Even when a lead is interested, several barriers can prevent them from scheduling a tour. Some leads don’t know what the next step is, while others hesitate due to financial concerns or family influence. We looked at the most common reasons why leads fail to book tours to help sales teams address these obstacles head-on.
🔍 Top barriers preventing tours:
- No clear next step: Leads don’t always know how to schedule a tour.
- Lack of urgency: Prospects delay decisions when there’s no compelling reason to act quickly.
- Missed follow-ups: Leads slip through the cracks if follow-ups aren’t consistent.
- Family influence: Many seniors need family approval before committing to a visit.
- Cost concerns: Some prospects hesitate because they assume pricing is too high.
- Perceived commitment: Some leads fear that taking a tour means they must decide immediately.
📊 The numbers:
- 40% of no-show tours were due to family members advising against the visit.
- 38% of leads who expressed cost concerns never booked a tour.
- 52% of prospects who didn’t schedule a tour said they weren’t ready to commit yet.
🔹 Key takeaway:
Sales teams should use clear, urgency-driven messaging and help leads understand the next step in the process. Following up persistently and involving family members early can make a big difference. Providing transparent cost information and reassurance that a tour does not require commitment can also help overcome hesitations.
Final Thoughts: How to Increase Tour Bookings
Understanding why leads fail to book tours is only half the battle. The next step is using these insights to improve conversion rates. Here are five actionable strategies sales teams can implement:
📌 1. Prioritize engaged leads. Leads who open and click emails are far more likely to book.
📌 2. Act fast. The first 7 days are critical—follow up immediately and frequently.
📌 3. Create urgency. Help leads understand why they should schedule a tour now, not later.
📌 4. Ensure clear next steps. Don’t assume leads know how to book a tour—guide them.
📌 5. Reduce barriers. Address common objections early, including cost concerns and family influence.
By addressing these barriers and optimizing outreach strategies, senior living sales teams can increase tour bookings and ultimately drive more move-ins.
