Senior Living Marketing

A strategic marketing partner is crucial for modern senior living operators to effectively attract residents and recruit quality staff.

 

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Overcome Asymmetric Odds

Three elements form this image: a small red circle to the left, a larger red circle to the right, and a gray greater-than symbol with its apex between the two circles, representing innovative strategies at our Madison WI marketing agency.

In today's digitally-driven landscape, a robust online presence is vital for senior living operators. Our marketing solutions are designed to directly connect your community with prospective residents and qualified staff across the most effective channels.

We create tailored strategies that encompass everything from engaging content and targeted social media campaigns to optimizing your website for higher conversion rates. Our data-informed approach guarantees that your marketing initiatives yield measurable and meaningful results. Whether you aim to increase occupancy, enhance brand visibility, or streamline recruitment, we're dedicated to helping you navigate the digital landscape and achieve lasting growth.

Fill your senior living units and staff openings faster and more profitably!

Are you an assisted living operator having trouble with the following?

  • Finding potential residents to increase your occupancy
  • Finding quality staff to serve your residents
  • Working shifts because you don’t have enough staff
  • Understanding the complexities of internet marketing 
  • Paying lead generation companies like A Place for Mom too much for new move-ins 
  • Growing the business profitably

Here are the problems that many senior living companies struggle with:

  • Not enough time
  • Finding enough of the right staff
  • Not enough technical knowledge to figure out online marketing
Stressed man in office holding papers and touching forehead
Hand writing 'Proven to Work' with checkmark

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.

We help you get more phone calls, tours and residents, as well as job applicants in your area. 

A Place for Mom charges the first month’s rent for a new move-in, right? That often means you pay $5,000-$7,000 for a new resident. But we can help you generate your own leads, tours and move-ins from online for much cheaper than that. 

When we worked with Milestone Senior Living in Wisconsin, a 9-location senior living company, they went from 82% occupancy to 95.5% in just nine months! For them that was the difference between just breaking even and being wildly profitable. They saw a 20x return on their marketing spend! The owner then sold the business. Not a bad outcome!

Overcome Asymmetric Odds

Copperstone Assisted Living Boosts Occupancy by 50% in Just 4.5 Months!

Just this year, Copperstone Assisted Living in Neenah, WI went from 50% occupancy to 75% occupancy in 4.5 months of working with us and we plan to fill all our their units before the one year mark so they can go on waitlist and expand their locations. 

One of our current clients in a small town in Wisconsin is currently seeing a cost per lead of under $40 with the Facebook ads we run for them!

Here’s what an ad that runs in the Facebook feed looks like.

Elderly residents enjoying a lively event at assisted living.

And here are the results. They spent $959.29 and reached 24 leads, which cost $39.97 each.

Screenshot of advertising results highlighting cost per lead

If you’re able to close just 10% of leads like this (you can likely close a much higher number), then your new resident move-in costs just $399.70 instead of $3,500+! 

One of the main ways A Place for Mom generates leads is from Google. They show up here, then sell you that lead.

Google search results page for 'assisted living'.

But you can cut out the middle man by running Google Ads in your geographic region just like this. 

Google search results on a mobile screen for "senior living," featuring digital marketing ads for senior living in Appleton, WI, and Neenah, WI. The results include links to their websites and succinct descriptions of services offered.

When you run Google and Bing Search Ads like this:

  • you only appear if people search for what you offer
  • you only pay if people click to your web page
  • you can measure the results, including the number of leads you receive
  • you get your brand name in front of people who are considering assisted living! 

Here’s what the results can look like. (Note how we can actually measure the results of your marketing so you can see it working!)

Summary of Google Ads performance metrics comparison

This client of ours paid $1,636 for 11 web leads and 15 phone calls. That’s $63 per lead. At a modest and very doable 10% close rate, that’s $630 per move-in. Compare that to A Place for Mom! 

These residents often stay for two years and their families can pay $4,000 per month or more. That means their Customer Lifetime Value can easily be $96,000! When you can acquire new customers for $630 that are worth $96,000 to your business, you can grow not just your revenue but your profit!

Elderly woman and young caregiver hugging, smiling joyfully

How about Finding New Assisted Living Employees?

This doesn’t just work for finding new residents, it also works for finding new staff! 

Think about it, where do prospective team members hang out? 

Online on their devices like everyone else these days!

That’s why it makes sense to “market” your job positions to them there and make it easy for them to apply online. You’ll be amazed how many more job applicants you can get and how quickly when you find them on their smartphones and let them start the process right away. 

When Sue White from Sienna Crest came to us, she was desperate to fill over a dozen staff positions. She was being run ragged working staff shifts herself and needed to find help fast. 

Check out one of the job ads we helped Sue run.

And how about the results? Over the course of the following months, the client received 157 inquiries at a cost of $17.59 per staff member lead. Not to mention lots of great comments, shares and goodwill for her company!

Screenshot showing digital ad campaign analytics

As a result of these Facebook Ads, Sue was able to bring on new team members quickly and get them trained up to help her get back to working high-level “on her business” instead of “in her business” taking care of residents. 

Are you ready to grow your senior living business?

How about you? Are you ready to grow your business? 

What would it mean for you to be able fill your occupancy and go on a wait list? How about fill all your staff openings? 

And once your current buildings are full and staffed, you can think about growing your units and locations if you want to.

We’re here to help you succeed with all of the above. 

To get started, just email eagan@getfoundmadison.com.

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