We know how important it is for our partners to create a lasting home for each of their residents. Our goal, as your partner, is to help you maintain a healthy, strong census by introducing new families to you and helping you to increase your overall move-ins conversion rate. We do so by connecting with families in their search for senior living options and educating them on the benefits of moving into our partner communities.
As part of connecting with families and understanding their journey, we track every family we talk to that both move into our partner communities, and those that move into other communities. We have seen our conversion rate increase 8% over the last 5 years following strategic, thoughtful improvements to help families in their decision making and to collaborate better with our partners. Part of our commitment to our partners is the investments in improving our sales structure, marketing activities, and technology – all of which contribute to increasing the conversion rates of our referred families.
While the industry calculates conversion rates based on activities during a set timeframe, APFM follows leads through aging cycles, like 45 and 180 days, to ensure lead quality remains high.
In this graph, you’ll see growth within both of these aging cycles – for families making a transition within a month and a half, as well as families transitioning within 6 months.
Our Senior Living Advisors (SLAs) are dedicated to understanding the senor living industry and work with each family individually. Over the years we have invested in our sales structure by adding more local Advisors – in locations closest to our partners – and by training them so they can better advise inquiring families and collaborate with partners. This has resulted in longer-tenured, more knowledgeable, and more effective Advisors. A Place for Mom SLAs have an average of 11 years and 3 months of experience in helping seniors or caregivers, and 57% of them have previously worked at a senior living community.
Additionally, we’ve created in a team of Senior Resource Counselors to quickly qualify inquiring families. They also conduct follow-up efforts to keep families connected and engaged in their search. We know it can be so tempting for families to let inertia take over and to slow their search, so we’ve found great benefit to our families and partners in creating this team.
We seek to reach families throughout their search to advise, guide, and help them plan. Many of you have seen the evidence of these efforts – television ads, resources for hospital and skilled nursing professionals, quality online content for families seeking answers, and awareness of “today’s senior living.” All this together – investments in local Advisors, investments in educating families, investments in supporting partners and industry professionals – all of this means we’re able to introduce more qualified families to you, our partners. We’re proud to work with you to help families.
At A Place for Mom, our mission has always been, and continues to be, giving families information they need in making the right decision for their loved one throughout the entire senior living search process.