Why It Matters
Move-in ratio is one of the most direct measures of sales system health in a senior housing community. Industry averages sit around 9 to 12 percent for assisted living and memory care, meaning roughly nine of ten inquiries never move in, to your community or anyone else’s. Top-performing communities that operate from disciplined, prospect-centered sales practices consistently achieve 15 percent or higher, meaning they produce the same number of move-ins from significantly fewer inquiries. Improving move-in ratio is often the single highest-leverage change a sales team can make.
The Austera Group Perspective
Move-in ratio is a lagging indicator of the quality of every sales conversation happening in the community. Communities focused on increasing inquiry volume without attending to conversion will always find themselves buying more expensive marketing to fill the same seats. Communities that focus on lifting conversion by even a few percentage points often discover they need meaningfully less marketing spend to produce the same census, which changes the entire economic profile of the sales function.