DENVER — As expected, seniors housing inquiries, tours and move-ins fell significantly in April as the industry felt the effects of the COVID-19 pandemic, according to marketing software provider Enquire.
The Denver-based company compiled sales and marketing data from over 2,200 seniors housing communities throughout the country. Compared with April 2019, inquiries fell 33 percent for independent living, 41 percent for assisted living/memory care and 43 percent for continuing care retirement communities (CCRCs).
“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,” says Erin Hayes, chief revenue officer for Enquire. “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?”
Year-to-date through April, communities saw a 22 percent decrease in move-ins compared with the same period in 2019. The silver lining is that existing residents are staying put — move-outs saw their own decrease of 15 percent. Tours are down 29 percent as most communities have suspended on-site visits entirely, with some opting for virtual tours.
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