Why Prospects Who Complete Post-Tour Surveys Are Different

According to data from Senior Care Insights, prospects who completed a post-tour survey moved in at a rate of 27% to 30%, compared to 19% to 20% for those who didn't. That's an 8 to 10 point absolute lift, or roughly 40 to 51% more likely to move in, depending on the community type. (Senior Care Insights, 2025)

Before going further, let’s be clear about what that number means and what it doesn't.

The Data 

The relationship between survey completion and move-in is a correlation, not a proven causation. Prospects who complete a post-tour survey are more engaged to begin with. They're the ones paying attention, processing their decision, and willing to spend two minutes sharing feedback. It’s similar to the way folks who answer polls are more likely to vote, especially in off-year elections: that engagement is itself a signal of intent.

So the data is telling us two things at once. First, survey completers are more likely to move in partly because they were already more likely to move in. Second, the act of completing a survey, and the follow-up it enables, likely reinforces that intent.

Here's why.

Engagement Is Worth Acting On

Prospects who complete a post-tour survey are engaged. They're still thinking about you. They took time out of a difficult, emotionally loaded process to answer your questions.

That's not a passive prospect. That's a prospect who deserves a fast, personal follow-up, and who is statistically more likely to move in if they get one.

The catch is that without a survey, we don't know who that person is. Every prospect who walked through the door last week looks roughly the same in the pipeline. Sure, they toured, but you don't know how they felt, what questions came up, or whether they're still considering you at all.

Post-Tour Surveys change that. Every response is a prospect who's still engaged, still processing, and still reachable. Your team gets that signal in real time, with the response landing directly on the prospect record, so follow-up can happen while the tour is still fresh.

Using Survey Data

The conversion lift is significant enough that prioritizing surveyed prospects in your follow-up pipeline is an easy decision. But the survey does more than flag engagement; it tells you what to say.

A prospect who rated their tour highly and said they're still considering their options needs a different follow-up than one who mentioned concerns about the memory care unit. A family who said the pricing was unclear needs a different conversation than one who's ready to move forward.

While Post-Tour Surveys don’t cause move-ins, they signal engagement and surface context, so your team walks into follow-up calls with information instead of assumptions. In a sales process defined by long timelines, high emotion, and a lot of manual follow-up, that's the difference between a guess and a conversation.