What's an FQL™, or Financially Qualified Lead?

A Guide for Senior Living Sales and Marketing Teams

An FQL™ (Financially Qualified Lead) score tells you how likely a prospect is to afford your community. Every lead we can match gets an FQL score of A, B, or C, so your team knows where its time helps most. Work them in that order. Leads that score A move in far more often than leads that score C.

The score is only as good as the record behind it. Before VALIDIFY scores anything, it validates the mailing address and appends the household picture, including for leads that arrived with nothing but a phone number.

4×HIGHER MOVE-IN RATE
for a lead that scores A versus one that scores C, in Life Plan.
5×HIGHER MOVE-IN RATE
for a lead that scores A versus one that scores C, in rental.

Financially Qualified Leads · Prioritization

Prioritization as Easy as A, B, C

Every lead we can match gets an FQL score of A, B, or C, based on net worth, income, home equity, and more. All three are FQLs, ranked by how likely each household is to afford your community. No formulas to read, just a score your team can act on the first morning.

A
Most likely to afford your community
Work these first.
B
Likely affordable, just behind Score A
Work these actively.
C
Less likely to afford your community
Work these last
What goes into the score
Net worth Household income Home value Home equity IPA (investable assets) Homeowner status

Move-in performance by score

Work them in that order. Here is how much more often each score actually moved in, measured against C.

Life Plan

Indexed to score C
3.84× vs C
1 in 14 move-in
A
2.59× vs C
1 in 21 move-in
B
Baseline
1 in 61 move-in
C

Rental

Indexed to score C
5.41× vs C
1 in 8 move-in
A
3.44× vs C
1 in 12 move-in
B
Baseline
1 in 42 move-in
C

The scores hold their order in both business models. A outperforms B, and B outperforms C, in Life Plan and in rental alike. So the score tells your team who to call first, not just who to call.

Rental separates more sharply. A lead scoring A in rental moved in at about five times the rate of a lead scoring C. Life Plan’s spread is narrower but runs across a much longer sales cycle, where knowing where to spend a year of nurture is worth more.

For your team, that's the difference between calling the right number and the wrong one. The move-in rate above each bar is what a worked lead is actually worth. In Life Plan, an A lead moves in about four times as often as a C. In rental, about five times as often.

All scoring runs under SOC2-compliant, privacy-first data handling, see our SOC2 and privacy commitments.

OCT13

LUNCH & LEARN

TUE OCT 13 · 1:00 PM ET

What the FQL? 20 minutes, and lunch is on us.

A live look at the FQL™ score on a real record, what it measures, and where the data stops. 1:00 PM ET, 20 minutes, no filler. Register and we’ll send your Uber Eats voucher.

Save my Lunch & Learn seat

Two businesses, two models

One score doesn’t fit both businesses.

Life Plan and rental communities sell two different decisions, so we don’t score them the same way. Same three scores, calibrated separately for each, and a different way to work the day.

Life Plan

A funded decision, made slowly.

  • The gate is assets, not a paycheck. An entrance fee comes out of net worth and a home sale, so that’s what carries the weight in the Life Plan model.
  • Plan for a long courtship. Life Plan prospects take roughly eight times longer to reach a move-in than rental prospects do. Your A leads belong on your calendar, not just your call list.
  • Score A carries the outcomes. Work it first, and give it the long runway this model needs.

Score A leads move in at about

4×the
rate

of leads that score C, per lead worked.

Rental

A needs-driven decision, made fast.

  • The gate is what they can carry each month. There is no entrance fee to clear, but what a household already holds still carries real weight.
  • Move at the speed of the trigger. The search usually opens after a fall, a diagnosis, or a caregiver reaching their limit. Speed of response beats depth of research.
  • Score A is the sharpest signal in either model. Sequence the day with it; don’t shorten the list.

Score A leads move in at about

5×the
rate

of leads that score C, per lead worked.

Both models turn on what a household holds. What differs is the horizon, which is why we score them separately.

UNIT-LEVEL INSIGHTS (COMING LATER THIS YEAR)

Accurate from day one. Unit-Level Insights coming later this year.

There is one FQL score. Later this year, Unit-Level Insights will measure it against what your apartments actually cost.

Whole-market view
Today

Standard FQL

Every lead is scored from day one against senior living benchmarks. No setup, no waiting, no homework for your team. You get a ranked list the first morning.

→
Send your price sheet
One upload, in whatever format you already have it. We read the sheet and pull the pricing out ourselves, so nobody on your team is hand-keying numbers into a form. Communities that send pricing early are the first ones live at launch.
Apartment-by-apartment view
Later this year

Unit-Level Insights

The same score, measured against what each apartment actually costs. Your team will see which homes a family can comfortably afford, instead of whether they clear one general bar.

Which homes fit each familyA couple looking at a two bedroom will be scored against a two bedroom, not against a studio they never asked about.
Where your demand actually sitsYou will see what share of your pipeline can afford each apartment type, so you know which homes your marketing should be working hardest to fill.

One layer. Value for every team.

FQL is a shared language across sales, marketing, and leadership.

👤
Sales teams
FQL Score

Start every morning with a financially scored prospect list. Know where to focus before you pick up the phone.

📊
Marketers
Cost / A, B, C

Replace Cost/Lead with Cost/A, Cost/B, and Cost/C. See your score mix by source and channel. Prove your spend drives real pipeline.

⭐
Senior leadership
FQL Move-In Rate

Measure move-in rate by score, not against every raw lead. Fairer benchmarks across communities.

🏦
Operations & finance
Resident financial profile

See the financial profile of your residents and of the pipeline behind them, so occupancy planning, rate decisions and budget conversations rest on real financial data instead of estimates.

VALIDIFY + Direct Mail

New lead tonight. Mail in motion tomorrow.

Scoring ranks your leads. VALIDIFY + Direct Mail reaches them. When a new lead scores, we can have direct mail in production within 24 hours, so while the inquiry is still warm, your community is already on their kitchen counter. Financial qualification and direct mail, under one roof.

Score order. We mail your highest-scoring leads first, so your print and postage go to families you can actually help.

Add Direct Mail to your subscription
24
hours from new scored lead to mail in production
2.2×
more mailable addresses after enrichment, on a recent client database

Trusted by communities nationwide.

Senior living organizations across the country trust SenioROI to qualify their leads and power their campaigns.

Shell Point
TA
RB
Continuing Life
Allegro
Lutheran Services Carolinas
EveryAge
Senior TLC
Life Enriching Communities
Emerald Communities
Methodist Retirement Communities
Cypress Living
Ascension
The Winsberg at Green Cay
Franciscan Ministries

Frequently asked questions.

What it is
What does FQL stand for?
FQL™ stands for Financially Qualified Lead, SenioROI's score for how likely a prospect is to afford your community. This is supplemental to other lead scores that measure engagement and intent signals.
How is an FQL score calculated?
VALIDIFY scores each lead on household financial data: net worth, household income, home value and equity, investable assets, and homeowner status. The A, B and C lines come from our own data, several years of move-in history across the operators we serve, over 250,000 records and thousands of confirmed move-ins, so the scores reflect where move-in rates actually separate. They are not set against any single community's price sheet. Life Plan and rental run on two separate models, because the two business models behave differently.
Is the FQL score a credit score?
No. There is no credit inquiry, no credit data, and no effect on their credit.
Does FQL predict who will move in?
No. It measures how likely a household is to afford your community, and the leads that score highest move in far more often. It does not forecast what any individual family will do.
What you can expect
How many of my leads will get a score?
About 70% of your workable leads, meaning the ones carrying a phone number or an email address. On average we match and append 73% of those workable leads, and from that group a small share, usually 1% to 3%, does not carry enough verified data to score with confidence. We leave those unscored rather than guess. Some communities run higher and some lower, depending on the quality of the lead data.
How accurate is the score?
We report on coverage, or match rates. On average we match 73% of your workable leads, the ones carrying a phone number or an email address. We do not guarantee accuracy, but we are confident in the data. It comes from decades of working with financial demographics in senior living and studying how they track against real move-ins.
Where do FQL scores show up?
Two places today. Your daily FQL email arrives each morning with the highest scoring leads first, and the Activity Report inside VALIDIFY shows scores across your database, with filters and Excel export. FQL Scores arrive in your CRM custom fields later this September. It does not hurt to ask your CRM provider to prioritize this data.
Is a C lead worth working?
Yes, some move-ins will come from your C leads, but they are the lowest priority of the three. Work A first, then B, then C.
Putting it to work
Does FQL replace my CRM's existing lead scoring?
No. FQL adds an affordability layer on top of whatever engagement or intent scoring your CRM already includes. Intent tells you who wants it. FQL tells you who can afford it. A prospect can have all the intent in the world and still not be able to buy. Most teams run it alongside their existing scoring, not instead of it.
Who uses the FQL score day to day?
Sales teams use it to prioritize which leads to work, marketers use it to optimize spend by source and channel, and leadership uses it to understand lead quality and optimize effort and spend.
Can FQL be applied to a mailing list, not just CRM leads?
Yes. FQL Scores can be applied to a mailing list before a drop, so your spend concentrates on the households most likely to afford your community instead of the entire list. VALIDIFY PLUS goes further and handles the mail as well, with print in production within 24 hours of a lead scoring. Fewer pieces, sharper targeting, and more of the budget reaching families you can actually help.
What does sending us your price sheet get me?
Unit-Level Insights, coming later this year. Instead of scoring against a general senior living affordability threshold, we score against what your community actually charges, so your team can see which homes a household can comfortably afford. Send your price sheet any time and you will be ready the day it goes live.

Start On Your Own Data

See it on your own leads before you commit.

Two ways in, both free. Bring either one up when we talk and we will get it started.

Free · See your FQLs

FQL RetroLook back at your last 90 days.

You've already worked these leads. FQL Retro appends financials to about three months of your recent prospects and scores them, so you can see the FQLs you had all along, on your own data, before you subscribe.

Returns real scores against your own history.
We can set this up on the call. Once we have access, your scores come back in about two business days.
Free Pre-CAP · No CAP

Pre-CAPSee your data. No CAP.

Send us your database and we'll run a free cleanse: flag deceased records, catch bad and outdated addresses, and show you the real good, bad, and workable picture of your data. You get a clear one-page read on what's in there and where the opportunity is.

Cleanse only, so no demographics and no scores.
We can set this up on the call. Turnaround is about three business days once we have access.
Next Step: Let’s Talk About FQLs and Lead Prioritization

Pick a time below. We will show you exactly how FQL works inside your CRM, how your leads score today, and we can start your FQL Retro or Pre-CAP on the call.