Overview

In this article, we will review how the Prospect Opportunity Scores are calculated in the report.

Prospect Opportunity Score Report from Tom McElhany on Vimeo.

Prospect Opportunity Scoring Methodology

• The model uses data from more than 250,000 prospects considering senior living. Prospects must have considered IL, AL, or MC, and had at least one tour.
• The model mostly looks at sales activities like tours, appointments, call outs, etc. Referral sources and level of care are also included.
• The model counts activities by activity type. Recording your data accurately is essential for your prospect opportunity scores. Reach out to us if you have questions on how to track your data.
• The model also considers time. To get an opportunity score, a prospect must have had a qualifying sales activity in the last six months. Qualifying activities include admissions, deposits, events, appointments, call ins, emails in, tours, home visits, inquiries, meetings, and walk ins. The model also looks at how long it’s been since that activity.
• The model correctly distinguishes between lost leads and move-ins 92% of the time.

Prospect opportunity scores calculation

Each prospect’s score is unique, just like they are. Their score is primarily based on the sales activities recorded on their profile. Time is also important, along with their market source and their level of care. 

The Overall Process

First, we gather the prospect’s data. This includes their market source, level of care, and recent sales activities. 

Next, we use information from the model about how important each variable is. Some activities, like a tour, will have more impact on the score than others do, like a call in.

Finally, we take all the impacts of their variables (2 tours, 7 call outs, etc.) and calculate their opportunity score.
 

How Scores Increase

Deposits

• Getting a deposit means the prospect is much more likely to move-in.

Face-to-face Activities

Face-to-face activities are the best way to nurture your leads and grow their scores. These include:

• Appointments 
• Tours
• Meetings
• Home Visits

In-bound Communications

Prospects who are reaching out to you are engaged in the sales process. These include:

• Mail Ins
• Call Ins
• Emails In
• Texts In
• Inquiries

How Scores Decrease

Prospects being unresponsive.

• Sales activities that decrease scores include call outs and emails out. The impact of one call out or email out is very small. It has an impact on the score when you’ve contacted someone many times without any response. 
   

It’s been a while since they last indicated they’re engaged.

• As the time since a prospect’s last qualifying activity grows, their opportunity score declines. This reflects that the lead is getting colder, and is becoming less likely to move in.
• Qualifying activities that indicate they’re engaged include admissions, deposits, events, appointments, call ins, emails in, tours, home visits, inquiries, meetings, and walk ins.
  

Note: Some activities are not included in the model. Some activities had no impact and were not included in the model. 

Additional Rules

Prospects must have recent sales activities to receive a score.

• Prospects must have had a qualifying sales activity in the last six months to get an opportunity score.
• A prospect must have had at least one tour to receive a score.

Only recent activities are counted.

• The model only counts sales activities that have happened within a reasonable amount of time. If a prospect toured your community six years ago but then went quiet, that tour from six years ago does not count towards their score today. However, if the prospect comes back and tours tomorrow, their opportunity score will count their new tour and their recent sales activities.

The model counts activities by activity types.

• This model is possible due to the robust detail of sales activities recorded in Aline's CRM. It’s important to have your activity types mapped correctly in your settings. If you give a tour but you map it to a call out, the model will count it as a call out. Please make sure your activities are recorded correctly and that your activities are correctly mapped. If you have any questions about activity mappings, please reach out to us.
   

Face-to-face activities that are recorded twice are only counted once.

• Face-to-face activities recorded by multiple users on the same date are only counted as one activity. For example: two leasing counselors give a prospect a tour together. Each leasing counselor records that they went on the tour with the same prospect. However, the prospect only went on one tour that day (not on two tours). The model correctly counts this as one tour. If that prospect also has an appointment on the same day, the model will count the appointment as well.
   

Face-to-face activities cannot have a resolution of attempted, lost, or denied.

• The model does not count face-to-face sales activities if they have an activity resolution of attempted, lost, or denied. For example, if you record a home visit, but then mark the resolution as an attempt, the model does not count this as a home visit. This is because although the home visit was attempted, it did not take place. This rule only applies to face-to-face activities.