Data Shows What Happened. Benchmarks Show What It Means.

Senior living teams have more data at their fingertips than ever before: tours scheduled, move-ins completed, speed-to-lead, conversion rates. The numbers are there. What’s tricky is understanding what those numbers mean.

Data needs context

A dip in tours. A spike in move-ins. A slowdown in speed-to-lead.

Each signal raises questions: Is this normal? Is it seasonal? Are we ahead or behind? Is this a problem worth solving or noise worth ignoring?

Internal data tells you what happened. Benchmarks tell you what it means.

Without context, it’s difficult to evaluate performance truly. An operator might see a 1-point gain and feel disappointed, not realizing their entire region grew only 0.8 points, and they're actually outperforming. A 6% inquiry-to-move-in rate might seem low until you see it's in line with industry trends for your lead source.

Benchmarks do more than answer questions. They eliminate guesswork and turn numbers into insight.

Senior Care Insights

WelcomeHome launched Senior Care Insights to bring together the industry’s most comprehensive benchmarking: national trends, state‑level performance, market‑level comparisons, and deep dives into how families actually navigate the sales journey.

It’s the centralized sales and marketing source operators have been missing:

• A place to understand performance in context

• A way to see how your community stacks up

• A clearer path to better decisions

  
  

These reports translate easily from data to analysis to insight, so they shorten the time it takes to turn information into action.

It’s not another dashboard. It’s the reference point that makes your data make sense.

What the 2025 Benchmarks Reveal

Industry‑wide trends show just how much context matters:

Occupancy is rising, but unevenly.

Industry occupancy continued its multi-year climb in 2025. Half of WelcomeHome communities are now at 89% occupancy or higher. The bottom 10% saw the biggest gains, reminding us that improvement looks different depending on where you start.

Regionally, the Northeast leads the country, while the Midwest posted the strongest year-over-year growth.

Lead source performance is shifting.

The 2025 data shows clear movement in where inquiries and move‑ins are coming from:

• Aggregator inquiries continue to decline, with more than 25% of communities reducing or eliminating their use.

• Online marketing and professional referrals are growing, signaling stronger investment in digital presence and local networks.

• Inquiry‑to‑move‑in rates vary dramatically by source: 4% for aggregators compared to 31% for non‑professional referrals.

  
  

Urban and rural markets behave differently.

Rural communities convert at higher rates but see lower inquiry volume. Urban communities benefit from stronger demand and better connection rates.

Care types tell their own story.

Independent Living dipped slightly, driven by declines in the lowest‑performing communities. Memory Care saw significant gains, reflecting rising demand for higher‑acuity care.

Benchmarks help operators understand where to focus based on the context of their communities, and understand whether their care‑type performance is an outlier or part of a broader trend.

Ready to Make Your Numbers Make Sense?

2025 made one thing clear: performance is impossible to evaluate in isolation. Occupancy gains, lead source shifts, and care‑type trends only make sense when viewed against the broader market. Senior Care Insights gives operators that missing perspective. It turns uncertainty into insight and replaces guesswork with grounded, data‑informed confidence. In a year defined by change, that context isn’t just helpful, it’s essential.

Understand industry benchmarks with a free Senior Care Insights account.