Free tool
What is an enquiry worth?
Every phone call and web form could be a resident or client who stays with you for years. Put a pound figure on each enquiry, see where they drop away, and find out what a small improvement is really worth.
- The pound value of a single enquiry
- Lifetime fees from one resident or client
- Your funnel, from enquiry to admission, visualised
- What you lose at each stage, and what a small lift is worth
Your average resident
How long a typical resident stays with you.
Your enquiries
Show profit as well as fees (optional)
Every enquiry is worth
£27,040
in lifetime fees, at your 20% enquiry to admission rate
One resident
£135,200
One viewing
£67,600
Admissions / yr
24
Your month, as a funnel
A year of enquiries at this rate brings in about 24 admissions, worth £3,244,800 in fees over their length of stay.
What walks away each year
Enquiries that never reach a viewing
72 a year, each worth one viewing
£4,867,200
Viewings that do not become an admission
24 a year, each worth one resident
£3,244,800
Lifetime fees those people represented. You will never win them all, but every one you do win back is worth the full amount.
What if
4.8 more admissions a year, worth £648,960
12 more admissions a year, worth £1,622,400
Assumes you have rooms free for the extra residents. A full home gains most from a waiting list and a stronger private mix.
Get more enquiries from your own website
Leave your details and we will send you how care homes win more direct enquiries, without paying directories for every one.
An estimate based on the figures you enter, not a guarantee.
About the enquiry value calculator
Most managers know roughly how many enquiries they get, but very few know what one is worth. That makes it hard to judge whether a missed call, a slow reply or a viewing that never gets followed up really matters. It does. A resident who stays for two years, or a home care client with a steady package, can bring in tens of thousands of pounds, and each enquiry carries a share of that value.
Choose residential, nursing or home care, enter your fees, how long people typically stay, how many enquiries you get and how many turn into viewings and admissions. The tool shows the value of one enquiry, one viewing and one new resident or client, draws your funnel, and prices the enquiries that slip away at each stage. The what if panel shows what converting a few more, or winning a few extra enquiries each month, would add over a year.
How we worked this out
- Lifetime value
- Weekly fee (or hourly rate x hours a week) x average stay in weeks. We use 52 weeks a year, so one month is 4.33 weeks.
- Enquiry value
- Lifetime value x your enquiry to viewing rate x your viewing to admission rate. This is the headline figure.
- Admissions
- Enquiries a month x both conversion rates, then x 12 for the year.
- Lost before a viewing
- Enquiries that never book a viewing or assessment, each valued at what a viewing is worth to you (lifetime value x viewing to admission rate).
- Lost after a viewing
- Viewings or assessments that do not convert, each valued at one full lifetime value.
- What if
- Extra admissions from converting a set percentage more, or from extra enquiries at your current rates, each x lifetime value.
The starting figures are typical UK values, not yours: around £1,300 a week for residential care and £1,550 for nursing, stays of about two years in residential and one year in nursing, and £30 an hour for ten hours a week over a twelve month package in home care. Conversion rates start at 40% of enquiries to a viewing and 50% of viewings to an admission for care homes, and 50% and 60% for home care. Change any of them to match your own records. Figures are fee income unless you switch on the contribution margin, and the tool assumes you have the room or carer hours to take on anyone you win.
Enquiry value, explained
How much is a care home enquiry worth?+
Take the fees one resident pays over their whole stay and multiply by the share of enquiries that end in an admission. At £1,300 a week, a two year stay and one admission for every five enquiries, each enquiry is worth around £27,000 in lifetime fees. Your own figure depends on your fees, your length of stay and how well you convert, which is what the calculator works out.
What is a good enquiry to admission rate?+
Many care homes convert somewhere between one in four and one in eight enquiries into an admission. Well run homes that answer quickly, book a viewing on the first call and follow up afterwards tend to sit at the top of that range. Home care services often convert a higher share, because fewer enquiries are early research. Track your own for three months and use that.
Does this work for home care as well as care homes?+
Yes. Choose Home care and the calculator works from your hourly rate, the hours a typical client has each week and how long a package usually runs. The funnel becomes enquiry, assessment and care start rather than enquiry, viewing and admission.
Why use lifetime fees rather than a single month?+
Because one admission or new client keeps paying for as long as they stay with you. Looking only at the first month makes a lost enquiry look cheap, when in reality it can be tens of thousands of pounds of income. If you would rather see profit than fees, switch on the contribution margin.
How can I get more enquiries without paying directories?+
Your own website is the one channel where you do not pay for every lead. A site that ranks locally, answers the questions families actually ask, shows fees and your CQC rating clearly and makes it easy to call or book a visit will bring in direct enquiries that often convert better than directory leads.
More enquiries from your own website
Directories charge you for every lead and list your competitors right beside you. We build care websites and local SEO that bring families straight to you, so every enquiry is yours at no extra cost.
