What's an FQL™, or Financially Qualified Lead?
A Guide for Senior Living Sales and Marketing Teams
An FQL™ (Financially Qualified Lead) is a prospect who can comfortably afford your community. Every lead in your CRM gets a score of A, B, or C, so your team knows where its time helps most. The leads that score A or B move in far more often than the rest.
Meet the Financially Qualified Lead (FQL™), senior living's missing metric. Not just who's engaging. Who can actually afford to move in.
Financially Qualified Leads · Move-in performance by score
Same list, same team. Different order.
Every lead in your CRM carries a score. A and B are financially qualified. C sits outside your current price range, and is worth revisiting as circumstances change. Here is how much more often each score actually moved in, measured against C.
Life Plan
Indexed to score CRental
Indexed to score CThe 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.
One score. Total clarity.
Every lead in your CRM gets an FQL score of A, B, or C based on net worth, income, home equity, and more. No formulas on screen. Just a score your team can act on immediately.
FQL = a score of A or B. All scoring runs under SOC2-compliant, privacy-first data handling, see our SOC2 and privacy commitments.
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.
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.
FQL™ leads deliver about
move-ins
per lead than leads that score C.
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.
FQL™ leads deliver about
move-ins
per lead than leads that score C.
Both models turn on what a household holds. What differs is the horizon, which is why we score them separately.
Accurate from day one. Unit-level with your price sheet.
Every matched lead is scored from day one against senior living affordability benchmarks. Send us your price sheet and the same score goes unit-level, showing which homes each prospect can actually afford. You send one file. We do the reading.
One layer. Value for every team.
FQL is a shared language across sales, marketing, and leadership.
Start every morning with a financially scored prospect list. Know where to focus before you pick up the phone.
Replace Cost/Lead with Cost/FQL. See your Lead:FQL rate by source and channel. Prove your spend drives real pipeline.
Measure conversions against your true qualified pool, not every raw lead. Fairer benchmarks across communities.
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 surfaces your FQLs. VALIDIFY + Direct Mail reaches them. When a new lead qualifies, 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.
FQLs only. We mail your Financially Qualified Leads, so your print and postage go to families you can actually help.
Add Direct Mail to your subscriptionTrusted by communities nationwide.
Senior living organizations across the country trust SenioROI to qualify their leads and power their campaigns.
Frequently asked questions.
Schedule a demo and we will show you exactly how FQL works inside your CRM, including how your leads score today.