Every senior living community has a secret weapon for turning tours into move-ins. But most aren’t using it.
According to WelcomeHome’s 2025 Q2 Benchmark Report, when executive directors (EDs) follow up after a tour, families move forward faster and with greater confidence. One brief phone call—just 3 to 4 minutes—can result in a 60% shorter sales cycle. But half of families never get that call.
If your ED isn’t part of your post-tour process, you’re leaving move-ins on the table. Keep on reading to learn how to change that.
How and when executive directors should follow up
By the time a family gets home from a day of tours, everything starts to blur. The marketing folders all look the same. The smiling headshots blend together. And the most important questions—about lifestyle, levels of care, and connection—are still swirling in their minds.
That’s why executive directors should follow up as soon as possible—ideally within 24 hours. A well-timed call just a few hours after the tour gives your ED the perfect window to reinforce a positive impression. It’s a chance to stand out, show that empathy and personalization aren’t just buzzwords, and uncover any lingering questions.
Sure, families might forget which community had the biggest closets. But they’ll remember the one that cared enough to call them personally.
And no offense to sales teams, but there’s a different level of credibility when the call comes from the big boss.
- PRO TIP: Even if the ED met the family during the tour, they should still follow up with them. Why? Because it signals that the interaction wasn’t just a formality.
What should the ED say? Tailor the message by persona.
The follow-up call isn’t a sales pitch. It’s an opportunity for the ED to listen, reassure, and make the family feel seen.
For the adult child
Start with a simple thank-you. Then ask what stood out. How did your community compare to others? Were there any questions they forgot to ask? This is also the perfect time to dig deeper into family dynamics.
If multiple people attended the tour, ask how each reacted. Sometimes the adult daughter sees the value, but her parent is less convinced—or vice versa. Either way, you’ll uncover what needs more attention.
Close the loop by inviting them to reconnect:
- Come back for lunch.
- Stop by for a themed event.
- Bring other family members for a re-tour.
For the older adult
This persona often holds the decision-making power, even if their adult children are involved behind the scenes.
Ask about what matters most to them right now. What are they hoping to find? What are they trying to avoid? Normalize the fact that they’re likely weighing other options.
Use open-ended “how” questions to get them talking about their readiness:
- How will you know when you’re ready to make the move?
- How will you choose the right fit for this next chapter?
- How will you know that a community is the right choice?
The goal is to help them feel in control.
How sales teams can make it easy for the ED to follow up
It’s not realistic to expect your ED to comb through the CRM for notes or remember who toured this morning. If you want your ED to follow up, make it easy for them to do so.
Start by creating a quick one-sheet:
- Print the CRM notes from the tour.
- Highlight the prospect’s cell phone number.
- Jot down any hot buttons (for example, Mom needs a low-sodium diet or has questions about long-term care insurance).
Better yet, add the follow-up call to the ED’s calendar. During your daily stand-up, give the ED a heads-up: “Hey, you’re scheduled to call the Smiths at 11:00 this morning. They toured yesterday. Daughter seemed interested, Dad’s unsure.”
Always track outcomes.
When ED follow-up becomes part of your workflow, you can measure:
- Tour-to-move-in conversions
- Average sales cycle length
- % of unanswered calls, texts, or emails
When you connect the dots between ED outreach and tangible results, it reinforces why following up matters and should help motivate your ED to actively participate.
- PRO TIP: Pre-tour check-ins from executive directors are also helpful. Ask your community’s receptionist to notify the ED when a tour arrives. That’s the ED’s cue to stop by and say hello (and a reminder to follow up with the prospects later).
Remember, one short call from your executive director can have a big impact.
A three-minute call might seem small, but to a family weighing one of the biggest decisions of their lives, it speaks volumes. It says your community pays attention and that leadership is engaged.
Want to dive deeper into the ED’s role in driving move-ins? Don’t miss our podcast where SLS’s Debbie Howard interviews Erin Thompson from Aspire for More. They explore how executive directors can build trust, lead with service, and leave a lasting impression, all while positioning the community as the clear choice for prospects. LISTEN NOW.
