For senior living operators, connecting with potential residents and their families is critical. Every phone call represents an opportunity to build trust, answer questions, and guide families through important decisions. But how do you ensure these valuable interactions are driving results and improving your marketing strategies? That’s where call tracking comes in.
Call tracking is a powerful tool that helps you measure, analyze, and improve the performance of your phone interactions. It connects phone calls to your marketing efforts, giving you a clear view of what’s working and where to improve. Here are three call tracking features you might already be paying for but not fully leveraging:
1. Call Recording and AI Summaries
When families inquire about your community, the conversations are often detailed and emotional. Call recording ensures that these discussions are captured, providing a resource for training your staff, improving customer service, and maintaining accurate records.

The true game-changer is integrating AI-powered summaries into the call tracking process. This feature transcribes and analyzes calls to provide concise summaries, identify key discussion points, and even gauge caller sentiment. For senior living operators, this means quickly understanding what matters most to families—care options, amenities, or financial concerns.
For example, imagine a family calling to ask about memory care options. With call recording and AI summaries, your team can quickly refer back to their concerns and follow up with personalized information, building trust and confidence.
The ActiveDEMAND AI call summary feature can also flag common trends, such as frequently asked questions, enabling you to tailor your communication strategies. This level of insight is invaluable for enhancing the experience of prospective residents and their families.
2. Dynamic Number Insertion (DNI) for Marketing Insights

Marketing in the senior living industry requires careful planning and execution. Dynamic Number Insertion (DNI) is a feature that helps you measure the performance of your campaigns with precision.
A static call tracking number on your website tells you someone was on the site when they called. Using a DNI-tracked number means a unique phone number is assigned to each visitor to your website providing much more valuable information. ActiveDEMAND uses the DNI number to link the caller with important web session data, like what keyword, specific Google Ad, social post or campaign brought them to your website.
This DNI-linked session-based attribution gives you a complete picture of the caller’s journey before, during, and after the phone call. By understanding which marketing efforts resonate most with families and results in tours or move-ins, you can allocate your budget more effectively and focus on marketing efforts that deliver the best occupancy results.
3. CRM Integration for Streamlined Communication

Managing inquiries across multiple channels can be challenging, but integrating your call tracking system with a Customer Relationship Management (CRM) platform simplifies the process. ActiveDEMAND has unmatched CRM integration with all the major senior living-focused CRM systems, which includes full connectivity with our call tracking and SMS features.
With ActiveDEMAND’s CRM integration, every call is automatically logged, and relevant details—such as all the caller’s details, a full and/or summarized transcript, and the voice recording—are forwarded to your CRM. If you use our Qualify feature, the record can also include rich demographic information. This creates a seamless flow of information, ensuring that your team is always prepared to engage with families in a personalized and informed way.
Also important for senior living operators, is that ActiveDEMAND’s CRM integration knows who a prospective resident’s influencers or family members are and can ensure that their phone calls are properly assisted to the right CRM records: no more missed details or fragmented data.
Why These Call Tracking Features Matter for Senior Living Operators
In the senior living industry, every interaction counts. Families are making life-changing decisions, and your ability to provide personalized, empathetic, and timely communication can make all the difference. Fully utilizing call recording, AI summaries, CRM integration, and DNI call tracking numbers, enhances your customer service and marketing strategies.
These features don’t just improve efficiency—they empower you to connect with families on a deeper level, showing them that your community understands their needs and concerns.
Common Questions About Call Tracking
Here are answers to some frequently asked questions to help you understand the value of call tracking:
- What is call tracking?
Call tracking links phone calls and texts to specific marketing efforts, and also records and analyzes them to evaluate the effectiveness of those strategies. - Can I keep my existing phone numbers?
Yes! ActiveDEMAND allows you to port your existing numbers seamlessly. - How does call tracking help with marketing ROI?
It ensures accurate attribution, so you know exactly which efforts are driving results. - What does ActiveDEMAND call tracking offer over my existing provider?
Call tracking is included with ActiveDEMAND and consolidates all your data into a single dashboard, so you see all the data associated with your calls and complete attribution for the entire customer journey.
Next Steps

If you’re a senior living operator already investing in call tracking software, take a moment to evaluate whether you’re maximizing its potential. Many of these features are included in platforms like ActiveDEMAND but are often underutilized. By taking advantage of these tools, you can ensure that your community stands out as a trusted and responsive choice for senior living.
Ready to make the most of your call tracking system? Start by reviewing your current setup and exploring how these features can drive better outcomes for your community and the families you serve. If you are not currently using ActiveDEMAND for your call tracking, it’s time to ask yourself why.
