How National Lutheran Communities & Services Transformed Lead Generation with MoneyGauge

What’s in this 2-Minute Video Interview:

• Why spreadsheets were slowing down senior living sales — and what changed
• How they implemented this one tool to unlock thousands of qualified leads
• How this tool helps families feel confident — and helps sales teams close faster

If you’re a senior living marketing or sales leader looking for better ways to drive real move-ins, this story is a must-read.

We sat down with Allison Combs, VP of Sales, Marketing & Communications at National Lutheran Communities & Services, to hear how her team tackled one of the toughest challenges in senior living sales: qualifying prospects early — without slowing down the process or scaring families away.

This isn’t just about adding more forms or asking more questions.

It’s about giving families clarity, confidence, and a reason to take the next step.

This story explores how NLCS leveraged MoneyGauge to make that possible – enhancing their lead generation strategy, streamlining sales processes, and empowering prospective residents.

Inefficient Lead Qualification Processes

Before implementing MoneyGauge, NLCS relied on manual methods to assess the financial qualifications of prospective residents.

“Prior to having MoneyGauge, we had created some forms asking the prospective resident for financial information, and that came in as an Excel spreadsheet… then we had to do something with that data.”

This process not only created delays but also failed to ask the right questions, leaving sales teams without critical insights.

“It didn’t ask the right questions, so we weren’t getting the right information.”

Without a reliable system in place, prospective residents were left uncertain about affordability — and sales counselors had to invest time chasing unqualified leads.

Implementing MoneyGauge for Financial Clarity

Recognizing the need for a better solution, NLCS turned to MoneyGauge, a senior living affordability calculator designed to make financial qualification fast and intuitive.

“Using MoneyGauge, the amount of information that we’re able to get with a three-minute questionnaire just makes the process easier for prospective residents and gives us better data to make decisions with.”

NLCS strategically integrated MoneyGauge across their websites, embedding it in high-traffic areas, financial sections, email marketing, and social media campaigns.

“We have call to actions on our homepage and in our financial section, and we use it in emails and on social media just as evergreen content.”

Each community’s financial models were customized within MoneyGauge, ensuring that affordability calculations matched the unique pricing structures of different campuses.

“We worked with the MoneyGauge team to customize our settings based on each community’s financial approval process.”

Enhanced Lead Generation and Sales Efficiency

The impact of adopting MoneyGauge was immediate and measurable.

• Over 3,000 financially qualified leads added since implementation
• Approximately 800 financially qualified leads generated in the most recent year alone
• 45–50% of all website conversions now come from MoneyGauge forms

“There’s not another tool we currently use that can bring that many financially qualified leads to us.”

The sales team also gained access to actionable data in real time:

“Once the information comes in, the sales counselor has complete access immediately… and we can dig into the data monthly or bi-monthly to find clients who meet our financial qualifications.”

This allowed them to prioritize high-potential leads, improve follow-up strategies, and reduce wasted effort chasing prospects who weren’t a financial fit.

Just as importantly, MoneyGauge empowered prospects themselves:

“It helps answer their questions — ‘Can I afford this? Is it even possible?’ — by asking simple questions they already know the answers to.”

Broader Impact: Strategic Insights and Smarter Marketing

Beyond frontline sales improvements, MoneyGauge also provided valuable strategic insights.

“By sorting by zip code, we can compare where our forms are coming from versus where our residents are moving from, and adjust our marketing tactics accordingly.”

This level of data visibility allowed NLCS to optimize marketing spend, improve targeting, and build a more efficient sales pipeline.

Moreover, the credibility of having a “financial calculator” directly on their websites reduced friction for families considering senior living — making the journey less intimidating and more empowering.

The Model for Senior Living Sales Success

Allison Combs sums it up simply:

“Having MoneyGauge is a huge advantage for our sales team.”

MoneyGauge not only helped NLCS generate more leads — it helped them generate better leads: prospects who were financially qualified, informed, and ready to move forward confidently.

For senior living communities looking to boost occupancy, shorten sales cycles, and build trust earlier in the buying process, adopting a senior living lead generation software like MoneyGauge offers a proven path forward.

“I would definitely recommend MoneyGauge as a tool for sales teams in the senior living industry.”

Learn more about how MoneyGauge can transform your lead generation strategy today.