SENIOR LIVING COVID-19 STATISTICS: September 2020 Update of Sales and Marketing Metrics

Data from 2,200 Senior Living Communities Illustrate Effects of the Pandemic on Sales and Marketing

The senior living industry continues to modify sales operations due to the COVID-19 pandemic to protect the health and safety of community residents and staff. Through the month of September, many communities have adjusted sales and marketing tactics in an effort to improve effectiveness. Enquire has aggregated sales and marketing data from senior living communities offering independent living only, independent and assisted living, assisted living, assisted living and memory care and also stand-alone memory care communities to serve as your guide during this time.

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 September and analyzed against the same data points from September 2019. Positive indicators continue in the September report, such as overall inquiries only down 9% from September 2019, indicating that organizations with the tools and technology in place are able to maintain their sales pipeline. 

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This 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 such as web forms from internet inquiries, home visits, call outs, referrals and move outs that are critical to senior living sales and marketing success. These data points will provide 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. To understand current sales and marketing performance, an organization’s 2019 and 2020 year-to-date data should be reviewed and evaluated against the senior living industry benchmarks contained within the report.

An excerpt of the September 2020 aggregated sales and marketing data from over 2,200 senior living communities is below, and the full report can be downloaded for deeper analysis.

September Senior Living COVID-19 Statistics:

  • September 2020 inquiries for senior living on average were only 9% less than September 2019 inquiries.
  • September inquiries for senior living on average were 52% higher than April inquiries.
  • September move outs in comparison to the prior year are on average 21% lower.
  • Move in averages increased just over 80% from April of this year to September of this year.

This report will be updated monthly as Enquire continues to aggregate critical data to inform senior living sales and marketing teams. Click to download all of the senior living COVID-19 statistics to understand the effects of the pandemic on sales and marketing teams through September 2020.

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