3 What sources are most effective at producing leads? Although an increase in traffic from digital marketing is positive, conversions—visitors filling out forms to become leads—are a key measure of success. The goal is for visitors to request more information about the community and enter the sales pipeline. We analyzed the conversion rate by source to see which sources were most effective at producing leads. Although organic traffic is the second highest source for visitors, it has the highest conversion rate at 2.9% and further emphasizes the importance of SEO. Digital marketing had the second highest conversion rate at 2.1%. With an average of 21 form submissions per month for the communities studied, this figure represented nearly 40% of the forms submitted on a monthly basis. The conversion rate is similar for none (unknown) at 2.0%, but lower for referral traffic at 1.4%. It is important to consider that for organic conversions, people might be filling out a form for a job or general inquiry in addition to leads. The only way to segregate this traffic is to create a specific form for jobs and general inquiries. Although paid digital leads also have their caveats, they are more likely to be prospects searching for senior living information than a general mix of people searching for the specific community.