Tour to Move-In Rate: Formula and 2026 Benchmarks

What is the tour to move-in rate?

The tour to move-in rate is the share of senior living tours that end in a move-in. A community that gives 50 tours in a quarter and moves in 20 of those families has a 40% tour to move-in rate.

It is the number that tells a sales director how well the team turns a visit into a decision. Inquiry volume says how many families are looking. The tour to move-in rate says how many of the families who walked the halls chose to live there, which makes it the clearest single measure of the sales team's own work.

How do you calculate the tour to move-in rate?

Divide the move-ins that came from tours by the number of tours, for tours given in the same period.

Tour to move-in rate = move-ins from tours given in the period ÷ tours given in the period

Three choices change the answer, so write them down and keep them the same every quarter:

• Which tours count. Count first tours only, or every tour including second visits and lunch visits. First tours only gives a cleaner rate; counting every visit lowers it.
• How long you wait. A family toured in June may move in in September. Follow each month's tours for a fixed window, often 90 days, before you call the rate final. A rate taken the day the quarter ends will always read low.
• Which care type. Report independent living, assisted living and memory care separately. Their rates differ by more than 20 points, so a blended number hides what is happening in each.

Tour to move-in benchmarks for 2026

In Aline's Sales and Marketing Benchmark Snapshot for Q2 2026, 46% of assisted living tours ended in a move-in, down from 49% a year earlier.

Source: Aline, Sales and Marketing Benchmark Snapshot Q2 2026, averages across the communities in its data.

Memory care converts best because the need is usually urgent and the family has often decided on a move before the tour. Life plan communities convert worst because the decision is large, often involves an entrance fee, and can take a year or more.

Why benchmarks for this rate disagree

Published tour conversion numbers range from about a quarter to about a half, and most of the gap comes from method, not performance.

A study by ProMatura of Sherpa CRM data, covering 302,159 sales interactions, 502 counselors and 23,480 leads and published in the American Seniors Housing Association's June 2019 meeting report, measured each counselor's close rate on the prospects they toured. The best counselors closed 41% of their tours; the average counselor closed 22%. Aline's snapshot reports community averages from a different set of communities, in a different year, with its own windows. Neither is wrong. Compare your community to a benchmark only after checking that you count tours and the follow-up window the same way.

The more useful comparison is inside your own team. In the ProMatura study the best counselors closed almost twice the average rate on the same kind of leads, so the gap between your own counselors is usually larger than the gap between your community and any benchmark.

The funnel around the rate

The tour to move-in rate sits in the middle of the funnel. Aline's Q2 2026 snapshot reports, per 100 assisted living units each month, an average of 36 inquiries, 10 tours and 4 move-ins. Its inquiry to tour rate for assisted living was 30% overall: 57% for web inquiries and 34% for paid directories and lead aggregators.

That funnel shows why the tour matters so much. A community works hard to turn 36 inquiries into 10 tours. Each tour that ends without a move-in loses a family who was close enough to visit.

What raises the tour to move-in rate

Most of what separates a 30% counselor from a 45% counselor happens after the tour, in the planning and the follow-up.

• Plan each family's next step. In the ProMatura study, prospects whose counselor planned the next step moved in 32% of the time, against 22% with no planning: 45% more move-ins.
• Write down what the family said. Counselors who wrote a fuller profile of each prospect (85.5 words or more, against an average of 68.6) had 30% better sales outcomes in the same study.
• Follow up with something personal. Creative, personalized follow-up carried 23% of top counselors' conversion impact, second only to time face to face (39%); outbound calls and emails carried 2% each.
• Move fast while the visit is fresh. Most contact with a family happens after the tour: WelcomeHome counts about 13 of 18 touchpoints after it (vendor data). The family decides later, often at a kitchen table with relatives who weren't on the tour, so what they have in hand at that moment matters.

These are the steps that slip on a busy day. Senior living tour software like Roonly does them for the counselor: it records the tour, builds a personalized plan the family gets by text within minutes, and coaches every counselor from their own tours. You can see a sample Family Plan to judge the after-tour piece for yourself.

To turn a better rate into dollars, see senior living cost per move-in.

Frequently Asked Questions

What is a good tour to move-in rate for assisted living?

In Aline's Q2 2026 benchmark the average assisted living tour to move-in rate was 46%. Counselor-level data from ProMatura and Sherpa put the average counselor at 22% and the best at 41%, so a good rate depends on how you count tours and how long you follow them.

How do you calculate tour to move-in conversion in senior living?

Divide the move-ins that came from tours by the tours given in the same period. Follow each period's tours for a fixed window, often 90 days, and report each care type separately.

Why is memory care's tour to move-in rate higher than independent living's?

Memory care moves are usually driven by an urgent need, and the family has often decided to move before the tour. Independent living is a lifestyle choice with no deadline, so more families tour and wait.

Should second tours count in the tour to move-in rate?

Count first tours only for the headline rate, so each family is counted once. Track second visits separately: a family that books one is a strong signal, and the share of first tours that lead to a second is worth watching on its own.

What is the fastest way to improve the tour to move-in rate?

Plan each family's next step before they leave and follow up with something personal soon after the tour. In the ProMatura study, planning alone lifted move-ins from 22% to 32%.

Sources

• Aline, Sales and Marketing Benchmark Snapshot Q2 2026
• American Seniors Housing Association, June 2019 Mid-Year Meeting report: ProMatura's study of Sherpa CRM data (302,159 interactions, 502 counselors, 23,480 leads)
• Sherpa, Inside the Science of Senior Living Sales
• WelcomeHome, touchpoints before a move-in (vendor data)