Are You Looking for Proven Ways for Assisted Living Companies to Find Residents & Fill Staff Openings?
Running an assisted living facility means no walking in the park. You've got empty units that could be generating revenue. And finding the right staff feels like searching for a needle in a haystack. Sound familiar?
If so, you're in the right place. We're about to explore some proven ways to fill those resident spots and attract the best staff.
And know that the video above and what follows here are based on actual assisted living marketing case studies with our clients!
So, let's make marketing work for you, not vice versa.
The Big Picture: What We're Aiming For
Imagine having a steady stream of leads for new residents and potential staff while keeping your costs in check.
The senior living industry requires specialized marketing efforts strategically tailored to reach potential residents and their families. There is no longer a need to throw money into the void and hope something sticks. Instead, we’ll focus on specific, measurable tactics.
Ready? Let’s go!
Understanding the Target Audience
Understanding your target audience is the cornerstone of successful senior living marketing. When you know who you’re talking to, you can tailor your message to resonate deeply with them. For senior living communities, the primary audience includes older adults aged 65 and above and their adult children and caregivers. Let’s break down what makes this audience tick.
Demographics and Psychographics
The senior living audience is diverse demographically. They range in age, typically from 65 to 85 and beyond. Income levels can vary widely, as can education levels and marital status. Psychographically, this audience values independence, socialization, and access to quality healthcare services. They want to maintain their current lifestyle while ensuring their safety and security. Understanding these motivations can help you craft messages for their needs and desires.
Decision-Making Factors and Pain Points
Prospective residents and their families consider several key factors when choosing a senior living community. Location is often at the top of the list—proximity to family and friends can be a significant deciding factor. Cost is another critical consideration, as affordability can be a primary concern. Amenities and services such as personal care, medication management, and social activities also play a crucial role.
Online reviews and word-of-mouth recommendations can heavily influence their decisions. A strong reputation and positive testimonials can make your community stand out. On the flip side, common pain points include worries about affordability, accessibility, and the quality of care. Addressing these concerns head-on in your marketing materials can build trust and reassure prospective residents and their families.
Website User Experience and Conversion Optimization: Making Your Website Work for You
First, discuss your User Experience (UX) and Conversion Optimization.
Your what?
Think of your website as your online front door. You want visitors to feel welcomed, find what they need easily, and take action, like scheduling a tour or filling out a contact form.
User Experience, or UX, is all about how easy and pleasant it is for people to use your website. If your site is confusing, slow, or outdated, visitors might leave before seeing what you offer.
Here are some tips to ensure a great UX on your website and your senior living web pages:
- Keep It Simple: Your website should not contain too much information or images. Keep your design clean and easy to navigate.
- Easy Navigation: Make sure your menu is clear and straightforward. Visitors should be able to find what they're looking for in just a few clicks.
- Fast Loading Times: Nobody likes to wait. Make sure your site loads quickly. If it takes more than a few seconds, people might leave.
- Mobile-Friendly, Mobile-First: Many (if not most) people will visit your site on their phones. Make sure it looks great and works well on all devices.
- Clear Call to Action (CTA) Buttons: Don't keep people guessing what to do next. Make it clear with bright buttons that urge them to contact you or schedule a tour.
Conversion Optimization: Turning Visitors into Prospective Residents and Staff
Conversion Optimization is closely related to your UX. It's all about encouraging website visitors to take specific actions, like filling out a form, calling you, or scheduling a tour.
You want the maximum number of people who come to your website to contact you. Plain and simple.
Here are some simple ways to boost conversions:
- Clear Calls to Action (CTAs): Every page should have a clear call to action with a button that stands out from the other page colors. Whether it's “Schedule a Tour,” “Contact Us,” or “Learn More,” make sure it stands out and tells visitors exactly what to do next.
- Use Forms Wisely: Forms are a great way to collect information from potential residents or job applicants. Keep them short and simple, and ask only for the necessary information.
- Trust Signals: Include testimonials, reviews, professional organization memberships, and any awards or recognitions your facility has received. These build trust and make people feel more comfortable taking the next step.
- Easy Contact Options: Make sure your phone number and contact information are easy to find. Consider adding a live chat option for immediate assistance.
- Offer Free Value with a Lead Magnet: Provide something valuable for free, like an eBook, checklist, or consultation. This can encourage visitors to share their contact information with you.
Example of Good Website User Experience & Making Conversion Optimization Work
Imagine visiting a website to find the best assisted living facility for your loved one.
You land on a clean, welcoming homepage with a clear menu.
A big, inviting button says “Schedule a Tour” in the middle of the page.
You scroll down and see glowing testimonials from happy families and residents.
You can easily find the phone number and even start a live chat if you have questions.
This site feels trustworthy and easy to use, so you're more likely to take the next step and schedule a tour.
That's the power of good UX and Conversion Optimization. It makes your website a helpful tool for potential residents and staff, guiding them smoothly from interest to action.
By focusing on UX and Conversion Optimization, you can make your website a digital brochure and lead-generation machine!
Make it easy, fast, and inviting for your visitors, and watch as they turn into resident move-ins and new team members.
Search Engine Optimization for Senior Living: Getting Found Online
When researching senior assisted living near them or their parents, they want to appear in online searches on Google and Bing. SEO (Search Engine Optimization) ensures your facility appears at the top of page 1 when people search for assisted living options. Emphasizing the importance of proximity to family and friends, using the term 'senior assisted living near' can help individuals find local options that cater to their needs while highlighting the significance of the community's location, amenities, and quality of care.
It's like ensuring your shop is on the main street rather than a back alley. Better yet, it's like being at the top of the old Yellow Pages in the phonebook (remember those?).
To achieve this, it's crucial to highlight the various services provided in assisted living communities, such as personal care, medication management, and daily chores. These services must be flexible and attentive to residents' evolving needs.
Meeting residents' specific needs through tailored care plans is essential to ensuring that each individual receives the appropriate level of support.
Keyword Research for Senior Living, Assisted Living, Independent Living, and Memory Care
Many businesses just let their website companies build their websites without considering how people search for what they offer. This is a huge mistake!
It's now possible to determine how often people in your market search for senior living options per month.
Here are the most common ways people search for senior living, assisted living, and memory care facilities based on our SEO and Google Ads keyword research. This is for the whole U.S., but we can also look up the data for your region(s).
| Keyword | Average monthly searches (in the entire U.S.) |
| assisted living near me | 135,000 |
| assisted care facilities near me | 135,000 |
| assisted living | 110,000 |
| assisted care facility | 110,000 |
| senior living near me | 74,000 |
| senior assisted living near me | 74,000 |
| senior living facilities near me | 74,000 |
| elderly living near me | 74,000 |
| senior living close to me | 74,000 |
| senior living | 49,500 |
| assisted living facilities near me | 33,100 |
| assisted living facilities | 33,100 |
| assisted living centers near me | 33,100 |
| assisted living residence | 33,100 |
| memory care | 22,200 |
| memory care facilities near me | 22,200 |
| memory care near me | 18,100 |
| independent living | 18,100 |
Not too shabby, right? Imagine how many times people have opened a phonebook to senior living!
Google rewards websites that show online searchers exactly what they want. Therefore, we recommend you have a page on your website for each type of senior living offering you have.
For example:
- www.yourseniorlivingcompany.com/assisted-living
- www.yourseniorlivingcompany.com/memory-care
- www.yourseniorlivingcompany.com/adult-day-program
- www.yourseniorlivingcompany.com/independent-living
- www.yourseniorlivingcompany.com/assisted-living
- www.yourseniorlivingcompany.com/memory-care
- www.yourseniorlivingcompany.com/adult-day-program
- www.yourseniorlivingcompany.com/independent-living
On-Page SEO
Once you've got the right website page structure based on your keyword research above, your website needs to speak the same language as your potential residents and their families.
Use the keywords you've found in strategic places:
- Title Tag: This is the headline that appears in search engine results. Try to keep it under 60 characters.
- Meta Descriptions: These short snippets (150-160 characters) should entice searchers to click through to your site.
- Header Tags (H1, H2, etc.): These break up your content and signal to search engines what's important.
- Paragraph Content: Naturally incorporate keywords into your content without stuffing them. Emphasize the importance of individualized care by providing tailored support and assistance to meet residents' specific needs.
- Image filenames and alt attributes: Describe to Google what your images show.
- Medication Management: Highlight medication management as a key service in senior assisted living communities. This ensures residents receive necessary care without the burdens of home management.
Blogging and Content Creation
Regularly updating your blog with relevant content keeps Google coming back to see your new content. It also builds your authority and provides free value for your website visitors. Incorporating enjoyable activities into residents' daily lives can significantly enhance their quality of life, making your community more appealing.
Write about topics like “10 Signs It's Time to Consider Assisted Living” or “How to Choose the Right Senior Living Facility.”
Highlighting fun activities in your blog can showcase your community as a vibrant place where residents enjoy enjoyable and varied experiences.
Answer the questions your potential residents and their families are asking.
Google Search Ads
Create ads targeting keywords demonstrating high intent to move their loved one into senior living (like the ones in the data table above!).
If someone's searching for "assisted living in [Your City]," they're probably getting ready for a decision in the coming weeks or months. You can pay per click to run ads that only cost money when people click them!
Use ad extensions to include extra information like call buttons or links to specific pages on your site.
Ad Copy: Make sure your ad copy is compelling. Highlight what makes your facility unique, such as specialized care, amenities, or community activities.
Landing Pages: Your ads should lead to dedicated landing pages, not just your homepage. These pages should be optimized for conversions with clear calls-to-action (CTAs) like “Schedule a Tour” or “Request More Information.” Our clients get the best results when these are "standalone" pages with no top menu navigation. Paid tools like GoHighLevel, LeadPages, or Unbounce can help you build these.
You'll want to manage and tweak these once they're running because sometimes you'll pay for clicks for keywords you didn't intend. You must check your Search Terms report and add Negative keywords where appropriate.
It's also important to set up conversion tracking to measure your cost per lead and see how well your campaigns are working.
To track your cost per sale (or actual move-in), you'll need a Customer Relationship Management (CRM) tool that tracks where leads came from. We help our clients set up tools like GoHighLevel and HubSpot for this.
Paid Social Media Ads: Engaging on Social Media Platforms with Lead Magnets
Social media platforms aren’t just for sharing cute cat videos (though those are fun, too!). Platforms like Facebook and Instagram can be powerful tools for reaching potential residents and staff.
Facebook Ads for Senior Living
It's crazy that more assisted living and senior living companies don't run ads on Facebook to find resident families and new staff because it works like gangbusters!
Check out some examples below of ads we ran for our clients on Facebook for resident families and assisted living staff positions.
People don't have to like, subscribe to, or follow your pages to see your ads!
You can advertise to people in your geography who have never heard of you, which is a significant reason to run ads.
You can also run remarketing ads to people who have engaged with your ads or visited your website. This is a great idea because people often take weeks or months to decide to move their parents into assisted living.
Facebook's targeting options are incredibly detailed. You can reach people based on location, age, interests, etc. Use this to your advantage.
That said, you have to abide by non-discrimination laws when advertising housing, which is assisted living. So often, you can't specify age and gender when running ads for senior living or assisted living housing. That's okay because Meta (Facebook) is very good at finding the right people to show your ads to based on who engages with them.
Advertising with Lead Magnets
Our clients get the best results when they offer something valuable for free in exchange for contact information like email addresses. This could be an eBook like "The Ultimate Guide to Choosing Assisted Living," a checklist for moving into a facility, or a free consultation.
This way, you build your list of people in the research phase who will be helping their mom, dad, mother-in-law (or what have you) move into assisted living in the coming months.
Creating Compelling Facebook Ads for Assisted Living
Visuals: Use high-quality images and videos that showcase the best aspects of your facility.
Ad Copy: Write in a conversational tone. Ask questions, address pain points, and make it clear what the next step is. Schedule a Tour is a great Call to Action (CTA), but so is "Download this Free Guide."
Just like with Google and Bing Ads, you'll want to:
- Set up conversion tracking to measure cost per lead
- Set up and use a CRM to measure the cost per actual resident move-in
- Measure and monitor your performance in the Facebook Ads Manager and optimize your ads over time, removing the losers and improving the winners.
Above, you can see in Facebook Ads Manager how low the cost per lead for Copperstone Assisted Living in Wisconsin was!
Email Marketing for Senior Living: Nurturing Your Leads
Not everyone is ready to move in or apply for a job immediately. Email marketing helps you stay in touch and nurture these leads until they are ready.
Building Your Opt-In Email List
Use the lead magnets from your paid social campaigns to build your email list. Too many websites have a "Subscribe to our email list" option but no reason to subscribe! Give them something of value for free!
Once subscribed, every new lead should enter a well-planned email sequence. These are even better than email newsletters because they walk your marketing lead through a journey to taking a tour and moving their parent in when they're finally ready.
Crafting Your Automated Email Sequences
Start with Educational Emails: Provide value up front!
The first email should be that free guide you promised them.
Then, share tips, guides, and testimonials every few days or weekly.
For example, send an email about "How to Make the Transition to Assisted Living Easier for Your Loved Ones."
Don't worry; you can set this up once, and it will help you market your business for years!
Follow-Up Emails: Don't be afraid to ask if they're ready to schedule a tour or have any questions.
About Us: Introduce your facility and share your values and what makes you unique. Answer people's common questions and encourage them to take a tour.
Measuring and Optimizing Marketing Efforts
Measure and optimize your senior living marketing efforts regularly to ensure they hit the mark. This involves tracking lead generation, analyzing website performance, and monitoring social media engagement. By closely monitoring these metrics, you can make informed decisions and continuously improve your strategies.
Lead Generation and Tracking
Lead generation is a critical component of senior living marketing. You can attract prospective residents through various tactics, including online advertising, social media marketing, and content marketing. But generating leads is only half the battle—you also need to track them effectively.
Tools like Google Analytics and marketing automation software can help you monitor where your leads are coming from and how they interact with your content. By analyzing this data, you can identify which marketing efforts are most effective and which areas need improvement. For example, if you notice a high bounce rate on a particular landing page, it might be time to revisit its design or content.
Regularly reviewing your lead generation data allows you to optimize your marketing efforts and ensure you’re attracting the right prospective residents. This continuous improvement approach can help you stay ahead of the competition and keep your occupancy rates high.
The revised outline incorporates these new sections and provides a more comprehensive guide to senior living marketing. It also includes a deeper understanding of the target audience and strategies for measuring and optimizing marketing efforts.
Senior Living Marketing Case Studies
Let's examine how some of these strategies have worked in the real world. Excellent communication is crucial in maintaining solid relationships between caregivers and families, ensuring care plans are executed correctly, and fostering trust and transparency.
Implementing targeted marketing strategies has significantly improved occupancy rates and resident satisfaction in senior living communities. These strategies attract new residents and emphasize the importance of maintaining good health through supportive services and enriching activities.
Additionally, they highlight the individualized care each family member receives, ensuring their well-being and happiness while under care.
Milestone Senior Living
When COO Julie Heil from Milestone Senior Living (now sold) first contacted me, they were at 82% occupancy across their 9 locations in Wisconsin and Minnesota.
And guess what?
Milestone Senior Living saw its occupancy rise from 82% to 95.5% in just nine months.
How?!
They targeted specific keywords with SEO, Google Ads, Bing Ads, and their geography on Facebook Ads.
Everything I'm describing in this post works in the wild. That's how I know!
Here's the recommendation she left on my LinkedIn profile. (Note: My old company name was Get Found Madison.)
Copperstone Assisted Living
When working with us, Copperstone Assisted Living achieved a whopping increase in occupancy from 40% to 90% in just eight months!
We used a mix of Google Ads, Bing Ads, and Facebook Ads to reach their target audience.
In a previous screenshot, you can see how their Google Ads performed below and how their Facebook Ads performed above.
This drastically reduced their cost per move-in and accelerated their time to a positive Return on Investment (ROI) on their first-ever facility!
What's the secret?
A combination of compelling ad copy and creative, targeted landing pages, and quick lead follow-up on Copperstone's part.
I mention "speed-to-lead" follow-up because when your marketing drives you tons of sales leads, your sales team must be ready to respond quickly and follow up persistently.
Families can move fast when ready, so you want your facility to be the place!
Here's a lovely testimonial video of the co-owner, Aaron, talking about his experience with my old agency, Get Found Madison.
Putting It All Together
So, how do you get started on marketing your senior living company more effectively? Here are your next steps:
- Audit Your Current Efforts: Look at what you're doing now. What's working? What's not?
-
- Research and Plan: Use the tools mentioned to research keywords, build or update your web pages, and plan your content.
- Create and Optimize: Start creating blog content, running ads, and optimizing your website.
- Measure and Adjust: Track everything. Set up and watch your analytics to see what's driving traffic and conversions, and tweak your strategies accordingly.
Digital marketing can seem daunting, but it's all about taking it one step at a time. Start with the basics, test different strategies, and see what works best for your facility.
Remember, it's all about connecting with people – whether they're future residents, their families, or potential staff. Speak their language, address their needs, and show them why your facility is the best choice.
Ready to get started? Let's fill those rooms and those staff positions!
Frequently Asked Questions: Senior Living Marketing Ideas
Why is marketing important for senior living communities?
Marketing is crucial for senior living communities because it helps attract potential residents and their families, build a positive reputation, and differentiate the community from competitors. Effective marketing strategies ensure the right message reaches the right audience, highlighting the unique benefits and services offered. Emphasizing the compassionate environment and professional care offered in a care facility can also enhance the appeal to potential residents.
What are some effective marketing strategies for senior living communities?
Effective marketing strategies for senior living communities include:
- Digital Marketing: Utilizing social media, email campaigns, and a well-designed website to reach potential residents and their families.
- Content Marketing involves creating valuable and informative content, such as blog posts, videos, and newsletters, to engage and educate the target audience.
- Community Events: Hosting open houses, wellness seminars, and social events to showcase the community and foster relationships.
- Referral Programs: Encouraging satisfied residents and their families to refer others through incentives or rewards.
How can case studies be used in marketing for senior living communities?
Case studies can be powerful marketing tools for senior living communities. They provide real-life examples of how the community has positively impacted residents' lives. Case studies build trust and credibility by showcasing success stories and helping potential residents and their families make informed decisions. They highlight the community's strengths and unique selling points through relatable and compelling narratives.
What are some common challenges in marketing senior living communities, and how can they be addressed?
Common challenges in marketing senior living communities include:
- Changing Perceptions: Overcoming negative stereotypes about senior living facilities by showcasing vibrant, active lifestyles and high-quality care.
- Reaching the Right Audience: Ensuring marketing efforts target potential residents and their families, as both are often involved in decision-making.
- Building Trust: Establishing credibility and trust through testimonials, reviews, and transparent communication about services and amenities.
- Standing Out: Differentiating the community from competitors by highlighting unique features, personalized care, and specialized programs.
Can you share an example of a successful marketing campaign for an assisted living community?
One successful marketing campaign involved an assisted living community creating a series of video testimonials from residents and their families. These videos highlighted personal stories of how the community improved their quality of life. The campaign was promoted through social media, the community's website, and email newsletters. As a result, the community saw increased inquiries and tours, ultimately leading to higher occupancy rates.
How important is online presence for senior living communities?
Online presence is extremely important for senior living communities. Many potential residents and their families start their search online. A well-designed website, active social media profiles, and positive online reviews can significantly impact their decision-making process. Providing valuable information, virtual tours, and easy ways to contact the community online enhances accessibility and engagement.
What role does community involvement play in marketing senior living communities?
Community involvement plays a vital role in marketing senior living communities. Communities can build strong relationships and enhance their reputation by participating in local events, supporting charities, and partnering with other organizations. Being active in the local community demonstrates commitment and care, making the community more attractive to potential residents and their families.
Want help? We're a Senior Living Marketing Agency!
You've seen the results some of our clients, such as Milestone Senior Living and Copperstone Assisted Living, have achieved. Would you like us to do the same for your company?
Our team also promotes hospice care, providing specialized support for individuals facing serious health challenges. We emphasize compassionate, end-of-life care that honors patients' unique needs and wishes.
You can email me at eagan.heath@asymmetric.pro or use this link to book a meeting with me. I'd love to meet you and learn about your senior living company!
Happy marketing!
About the author
Eagan Heath is a co-founder and Partner at Asymmetric Marketing – a unique agency specializing in building high-performing sales and marketing systems, campaigns, processes, and strategies for small businesses. Asymmetric has extensive experience working with local, ecommerce, and B2B companies.
If you'd like to discuss the challenges you're having and how we could potentially help, you can email Eagan at eagan.heath@asymmetric.pro or book a time with him here.