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4 min read

3 Tour Booking Strategies Every Sales Person Needs to Know


Sales & Marketing Strategy


You have a beautiful community and are ready to show it off. But what’s holding your leads back from taking that first step?

If you aren’t booking the number of tours you want or need, it could be a matter of shifting your community culture or marketing approach. You might need to make updates to the property or technological systems. Maybe it’s a matter of listening to your staff’s needs or hiring more diverse caregivers.

Serviam studies these trends in relation to your community. However, we’ve identified three ways to make your community stand out and book more tours.

Make the Best First Impression

  1. Think of a tour as an invitation to a delightful party at your home.
  • Start with presenting the most welcoming introduction to your business.
    • A beautiful, easy-to-navigate website
    • An empathetic voice on the phone eager to help and answer any questions they have – and for however long they need to talk.
    • A high standard of attending to your guest immediately with speed-to-lead (people want fast service).
  • Offer them “something to drink”
    • Provide complimentary lunch or coffee should they visit your community.
    • Give the generosity of your time.
      • Offer convenient times to tour, including after-hours and weekends.
      • Clear your schedule for enough time that you don’t feel rushed and that your leads can ask as many questions as they’d like.
      • Be flexible and remember that your customer is top priority, whether or not they eventually choose you.
        • You’ll build your good reputation even if they go somewhere else.
  1. Be true to what you represent online and via social media.
  • Feature your best testimonials on your site.
  • Stay apprised of what people are saying about your community and live up to those powerful words in every communication.
  • Fix any issues or conundrums before your tour that would impede success. 

Give Them a Sneak Peek

  1. Hire a professional marketing team or videographer to shoot a promotional video of your community.
  • Highlight the most impactful aspects of your property .


  • Tell a touching resident story.


  • Feature one stand-out amenity in your community:
    • A behind-the-scenes look at the restaurants on location + chef interview
    • Insider access to the tranquil spa scene
    • A tour of a resident’s beautiful home
  1. Post your high-quality video story on your website landing page
  • Make sure your site’s technology is up-to-date and all media will load instantly.
  • Ensure your site is also mobile-friendly for tech-savvy seniors.
  • Make mention of this stellar video when you’re talking to each lead.
  1. Offer an amenity discount at the video’s end for each visitor who watches.
  • 10% off at any community restaurant
  • $25 spa voucher for any service
  • A personal coffee Q&A with one of your resident influencers
  1. Offer a free gift for scheduling a tour.
  • A swag bag with practical items branded with your logo:
    • Water bottle
    • Chip clip
    • Pen
    • Notepad
    • Mini hand sanitizer
    • Travel flashlight
    • Pocket tissue
    • Community t-shirt
    • Book light
    • Handheld magnifier
    • Lip balm
    • Fuzzy socks
    • Baseball cap
    • Fridge magnet
    • Heating pad

Get to Know Each Individual Before They Visit

  1. Find out what they want in a community:
  • Social clubs
  • Outdoor spaces
  • Pet-friendly common areas
  • Fine dining
  • Shuttle services
  • Holistic healthcare
  • Learning opportunities
  • Lodging for out-of-town guests
  • Smart homes and residences for techy seniors
  • Faith-based fellowship
  1. Discover their interests, hobbies, and family dynamics.
  • Point out relevant offerings:
    • Musical groups
    • Walking trails
    • Golf courses
    • Book clubs
    • Crafting circles
    • Happy hour meetups
    • Movie nights
  • Share a community feature they’ll absolutely love that you can’t wait to show them in-person.
  • Speak candidly to both the senior and their family members.
  1. Understand their unique healthcare needs.
  • Describe your care team, including:
    • Direct caregivers
    • Chefs and servers
    • Nursing staff
    • Front desk greeters
    • Therapists
    • Spa techs
    • Drivers
    • Housekeeping
    • Pet sitters
  1. Address any questions or concerns with patience and understanding.
  • Budget
  • Resident safety
  • Staff qualifications
  • Anxiety about moving
  • Fears surrounding senior living communities

It may sound too simple, but caring customer service wins in the end. It’s a busy, fast-paced world, and those who slow down and take the time to endear future residents will build a strong, trustworthy community. Want help booking more tours? Reach out to Serviam today to learn more.

Expert advice and ideas for the new world of senior living

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