Your staff spend time talking to a prospect by phone and then even more time giving them a tour and learning what they can about that them. And then it goes nowhere – it doesn’t turn into a sale. It feels like a waste of time. But it doesn’t have to be. A lost prospect survey conducted by telephone can yield information that has great value to your organization. Let some time go by and then reach out to let them know how valuable their feedback would be. First, be respectful and send a letter or an email to that prospect to ask permission to have an independent consultant conduct a brief telephone interview with them. If they say yes, then include questions such as what they liked and what they didn’t like about your community ranging from design to services, staff interactions and pricing. Then ask whether they looked at other communities and how yours compared. And finally, find out whether they decided to move to any retirement community and if not, why not. If they did move elsewhere what factors influenced this decision? This kind of information can help you consider what changes are possible that may enhance the appeal of your community or the way that you are marketing it. And it will sharpen the knowledge of your staff, as well.