How four common hesitations are secretly sabotaging your occupancy goals—and the proven results that show immediate action is your competitive advantage

The Reality Check Every Senior Living Executive Needs to Hear

Your competition isn’t waiting. While you’re debating, deliberating, and “planning to plan,” forward-thinking communities are capturing 500% more qualified leads right now with targeted conversion technology.

Websites utilizing the Waypoint Navigator and ProForms have been proven to generate five times more leads than traditional website forms. But here’s what really matters: those aren’t just numbers—they’re move-ins, revenue, and competitive advantages that compound every single day you delay.

Let’s address the four most expensive objections we hear from senior living leaders, and why each one is actually costing you more than you think.

Objection #1: “A Standard Contact Form Works Just Fine for Us”

The Hidden Reality: Your Competition is Converting at 42% While You’re Stuck at Industry Average

Here’s the uncomfortable truth that your “standard” form isn’t telling you: ProForms experience conversion rates of 18% to 42%, compared to industry-average form conversion rates of 1.7-5%. That means ProForms are performing 10-24x better than typical website forms.

Real Results from Real Communities

Maplewood Senior Living didn’t just see incremental improvement—they transformed their entire lead generation:

“Working with Waypoint has helped Maplewood Senior Living increase our website conversions by over 200%. The Navigator helps our customers convert into our sales funnel in a way that is comfortable for them and meets them wherever they are in the sales journey. The data flows directly to our CRM so we can look at our success metrics. The Waypoint team is responsive and is great to work with.”

Another community saw immediate impact: “We immediately saw a 20% increase in website leads by adding the Navigator to all of our community websites.”

Why Standard Forms Are Failing Your Prospects

Senior living decisions aren’t impulse purchases. Families need guidance, education, and comfort before they’re ready to share personal information. Standard website forms leave visitors with more questions than answers, resulting in subpar leads and low conversion.

What’s really happening with ProForms:

• Prospects get immediate value through lifestyle assessments and cost calculators
• Sales teams receive qualified data instead of cold contact forms
• Families feel empowered to make educated decisions at their own pace
• Up to a 42% click-to-lead conversion rate vs. industry-standard 1.7-5%

Bottom line: When communities replace their outdated forms with conversion-optimized ProForms, they don’t just get more leads—they get qualified prospects ready for meaningful sales conversations.

Objection #2: “We’re Planning a Website Redesign First”

The Hidden Cost: 6-18 Months of Lost Competitive Advantage

This is perhaps the most expensive objection of all. While you’re spending months planning, designing, and launching a new website, you’re hemorrhaging qualified prospects to competitors who are converting visitors today.

Success Story: Why Implementation Beats Perfection

Marquis Companies didn’t wait for a perfect website. They implemented Waypoint tools immediately and transformed their approach:

“Not only is it important for us to see those surveys, but we are also going to capture data. It saves us time. Instead of a website form being filled out and sent to an admissions director with limited information, you are not flying as blindly. You can custom-tailor your feedback and response to make it personalized to the person who has visited the website. We are embarking on a new digital horizon here at Marquis, or what we call CX or customer journey mapping.”

The “Redesign Trap” That’s Costing You Market Share

Instead of starting down the expensive, time-consuming path of a complete website redesign, providers can seamlessly integrate Waypoint’s simple Navigator to guide customers through their experience.

The smarter approach: Implement ProForms now on your existing website. No contract or set-up fees. No developer is required. Simply add the code to the website. You can literally be capturing qualified leads by next week instead of next year.

Why Immediate Implementation Wins

While your competitors spend months on website redesigns, you can be generating 5x more leads immediately. When you do redesign your website eventually, your conversion-optimized forms simply transfer over—no lost momentum, no missed opportunities.

Objection #3: “At $299.99 Per Community, it’s Too Expensive for Our Portfolio”

The Hidden Reality: Communities Are Seeing Dramatic Cost Reductions

Let’s look at what leading operators are actually experiencing: Real ROI from a Waypoint customer: “Waypoint Converts has lowered our cost per move-in significantly. All the data collected goes directly into our CRM, and our sales team receives an email with all the data.”

The Portfolio Advantage You’re Missing

For multi-location operators, this isn’t an expense—it’s a competitive moat. While single-location communities struggle with industry-average conversion rates of 1.7-5%, your entire portfolio can operate at conversion rates of 18% to 42%.

What $299.99 Actually Delivers:

• Custom branding and CTAs set you apart from competitors
• Integration with industry-leading technologies such as GA4, Care Assessments, Live Chat, Virtual Tours
• Analytics dashboard empowers marketers to track performance and enable data-driven decision-making
• Real-time lead notifications with qualified prospect data
• Data flows directly to your CRM for seamless sales follow-up

Partnership Value Beyond Technology

“Partnering with Waypoint has been a fantastic experience. Their team is incredibly supportive, responsive, and always committed to our success. The Waypoint product is easy for our customers to navigate and enhances their overall experience. It’s also a pleasure working with a team that genuinely cares about our success as well as the experience and satisfaction of our customers.”

The real question: Can you afford to maintain 2-4% conversion rates while your competitors achieve 18-42%?

Objection #4: “We Already Have Those Leads in Our CRM”

The Hidden Cost: Missing 75-90% of Current Intent Signals

This objection reveals a fundamental misunderstanding of digital marketing timing and lead qualification. Between 75 and 90% of people start their senior living search online. Your 2-year-old CRM data isn’t capturing the prospects researching you today.

What Your Old Data vs. Fresh ProForms Actually Tell You

Two-year-old CRM data tells you:

• Name, phone, email (possibly outdated)
• Basic demographic information
• Initial inquiry reason (now irrelevant)

Fresh ProForm data tells you:

• Current care needs and timeline
• Lifestyle information, including customer preferences and needs captured through interactive surveys
• Budget considerations and payment preferences
• Family involvement in decision-making
• Recent engagement and intent signals

The Urgency Factor You’re Ignoring

Senior living decisions happen on family timelines, not your CRM schedule. When an adult child visits your website at 11 PM researching options for mom’s care, they need immediate engagement with current, relevant information. The conversion window is critical. ProForms with immediate notifications ensure your sales team can respond quickly and offer personalized conversations right from the start.

The Strategic Advantage: Why Market Leaders Act Now

The Market Reality Check

92% of consumers now expect personalization in their everyday lives, and 99% of marketers understand that personalization creates more bottom-line revenue.

Your prospects expect sophisticated, personalized digital experiences. When they don’t find them on your website, they find them on your competitor’s site that converts at five times higher rates than traditional website forms.

Success Stories Driving Real Results

Communities using Waypoint consistently report:

• 200% increases in website conversions
• 20% immediate increases in website leads
• Significantly lowered cost per move-in
• Custom-tailored, personalized responses to prospects
• Data flowing directly to CRM systems

The Compound Effect of Delay

Every month you wait:

• Competitors capture qualified prospects from your market with conversion rates 5X higher than traditional website forms
• Your cost per lead increases as competition intensifies
• Your sales team works harder for fewer, lower-quality leads
• Your occupancy rates stagnate while theirs grow

The 60-Day Proof Point

Waypoint offers a complimentary 60-day trial. Implement ProForms across your communities and measure the results yourself:

• Lead volume increases (up to 5x more leads)
• Lead quality improvements with lifestyle data
• Faster sales cycle times with qualified prospects
• Higher conversion rates (18-42% vs. industry-average 1.7-5%)
• Improved ROI on marketing spend

What do you have to lose, besides more qualified prospects to your competition?

Your Next Move: From Objection to Action

The communities thriving in today’s competitive market aren’t the ones with perfect websites or unlimited budgets. They’re the ones who implement proven conversion technology immediately while their competitors debate and delay.

The Questions That Matter

Instead of asking “Can we afford this investment?” ask:

• “Can we afford to maintain 1.7-5% conversion rates while competitors achieve 18-42%?”
• “What’s the cost of losing qualified prospects every day to better-converting competitors?”
• “How many move-ins are we missing each month by not having the tools prospects expect?”

The Path Forward

1. Implement immediately on your existing website (no redesign required)
2. Measure results with detailed analytics and reporting
3. Scale success across your entire portfolio with proven ROI
4. Optimize continuously with data-driven improvements

The senior living market isn’t waiting for your perfect timing. Your next qualified prospect is visiting your website right now. The question is: Will your outdated forms let them slip away to a competitor, or will your ProForms convert them into your next happy resident?

The choice—and the revenue—is yours.

Ready to stop losing qualified prospects to outdated conversion strategies? Start your complimentary 60-day trial today and discover why leading senior living communities achieve 500% higher conversion rates with Waypoint ProForms.