Episode Summary: In this episode, Debbie Howard, co-founder of Senior Living SMART, is joined by Kiera DesChamps, author of After the Tour: Where Senior Living Decisions Are Really Made, to unpack what truly happens after a prospect leaves a community tour. While operators invest heavily in generating leads and securing tours, Kiera explains why the real opportunity — and risk — begins once families walk out the door. Drawing from years of working directly with families at their kitchen tables, she shares the emotional and logistical barriers that stall decisions, even when prospects say they “love the community.” Together, Debbie and Kiera explore how sales and marketing teams can reduce overwhelm, remove friction, and become trusted guides — not just tour hosts — to accelerate move-ins and strengthen occupancy. Key Takeaways: The Post-Tour Gap: Communities often lose momentum after the tour because there is no clear, meaningful next step. A strong follow-up strategy must go beyond “checking in” and instead deliver value tied to the prospect’s specific concerns. Overwhelm Slows the Sales Cycle: Five tours often result in five packets of financials, vendor lists, and paperwork. Without guidance, families experience decision paralysis — not rejection. Logistical Barriers Are Emotional Barriers: Storage units, artwork, pets, family holidays, adult children living out of town — these are not side issues. If unresolved, they become the reason prospects delay moving. The LEADER Model: Kiera introduces her LEADER framework — Listening, Engaging, Adapting, Delivering, and Executing Revenue — emphasizing the importance of staying present and adapting to each prospect’s unique journey rather than relying solely on scripts. Introduce Solutions Early: Communities don’t need to wait for a financial commitment to offer transitional support. Introducing trusted partners and move-in assistance early can shorten the time between inquiry and tour — and tour to move-in. Remove Internal Barriers: Lengthy paperwork, unclear next steps, and intimidating processes (like assessments and lease signings) create unnecessary friction. Simplifying and digitizing these steps improves both the prospect experience and conversion rates. Human Connection Wins in the Age of AI: While information is more accessible than ever, the communities that differentiate themselves will be those that create authentic, personalized, human connections. Resources: Transcript Read After the Tour by Kiera DesChamps Connect with Kiera on LinkedIn Check out Senior Living SMART’s website
