At A Place for Mom, we are always looking at our data in order to share insights that allow our partners to best focus their limited resources. Here, we’ll take a look at how a lead’s relationship to the senior affected conversion rates for those who were referred in 2016. While you, no doubt, have unique experiences when it comes to family relationships, here is what the data says.
Having support is crucial to the move-in
We find that when a senior is searching for senior living for themselves without support from family or friends, they are 26% less likely to move in than the average. They also take twice as long to move in than those with support.
When working with seniors who are searching for themselves, encourage them to involve a family member or friend in their search, and be sure to introduce them to current residents during their tour. Also consider talking to the senior about how a move might not only improve his/ her life, but improve relationships with loved ones who might be acting as caregivers.
The less related the person inquiring is to the prospective resident, the higher the rate of move-in in most cases
With the exception of parents, generally speaking those with closer relationships like daughters and sons, are less likely to move in their senior loved ones than more distant relatives. For adult children, the decision carries a lot of guilt so the search can often stall. For daughters and sons, be sure to take the time to learn what is important to them. Talk with them about how a move can improve the life of their loved one, and in most cases improve their relationship.
For more distant relatives, there is less emotion in the decision and they are simply focused on finding the best solution. Providing more distant relatives with care details and connecting them with satisfied customers can help them feel confident in the decision.
Interesting observation: The Daughter-in-law
The daughter in law represents over 7% of the leads APFM refers to partner communities, and those referrals convert at a rate over 8% higher than the overall average. When in-laws are conducting the search, it can point to a challenging family dynamic. Perhaps the adult children are postponing the tough decision so the daughter in-law has stepped in. Make sure you fully understand this unique dynamic to find the best solution.
Consider building a network of satisfied families willing to connect with prospects and share their journey. It can be very powerful for those who are hesitant to speak with someone unbiased who has “been there”.
There are many dynamics that affect move-in conversion, family relationships being only one. The most striking finding here is the significant difference between seniors searching for themselves, and those looking with the help of friends and family. Knowing how relationships affect the probability of achieving a successful move can add to your conversion success.