DENVER — Although new resident leads dropped significantly in April due to the COVID-19 pandemic, the number of new leads spiked in May, according to customer relationship management software company Enquire Solutions.
The Denver-based company compiled sales and marketing data from over 2,200 seniors housing communities throughout the country. While May 2020 still saw fewer inquiries compared to the same month in 2019, it was a 22 percent increase compared with April 2020.
Move-ins also increased by 10 percent from April to May. In addition, move-outs in May 2020 were 38 percent lower than May 2019, as residents are reluctant to change living situations during a pandemic.
“In comparison to April, we saw mostly positive increases in May in regard to inquiries, tours and move ins,” says Erin Hayes, Enquire’s chief revenue officer. “In the month of May, inquiries were down only 21 percent from the prior year while April was down 42 percent. I suspect we will see this positive upswing continue into June and July.”
In the month of May, numerous communities have continued delaying onsite tours and move ins as they further explore new ways to engage prospective residents including virtual tours, additional home or “porch” visits and waitlist strategies to track future move ins.
Marketing investments have been made in new messaging and mediums, often replacing traditional tactics. Specifically, these investments are focused on new content, video messaging and marketing automation to distribute personalized and timely communications to prospective residents and their loved ones, according to Enquire.
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