Marketing for Assisted Living & Senior Care

Most moves involve several people. An adult daughter or son often leads the research. A spouse or the senior has strong views. A doctor, hospital discharge planner or placement advisor may weigh in too. Each wants different answers.

The trigger matters. A fall or hospital stay can force a decision within days. A slow decline in memory or a caregiver near burnout may lead to months of research. Independent living buyers often plan years ahead and care about lifestyle, while memory care families care about safety and staff training.

Cost is always near the top. Families want a price range, what is included and whether long-term care insurance, veterans benefits or Medicaid can help. Rules on Medicaid coverage for assisted living differ by state, so we keep that content general and accurate for yours.

Senior living is housing, so the Fair Housing Act applies. Communities that qualify as housing for older persons may state age requirements, but ads still cannot show other preferences. That affects targeting too. On Meta, housing ads run in a special ad category that does not allow targeting by age, gender or ZIP code. Google applies similar limits to US housing ads.

That sounds odd for a product built for older adults, but it can work. We reach families through location, placements and creative that speaks to caregivers, rather than age filters.

Nursing homes and skilled nursing facilities are usually HIPAA covered entities. Resident photos, stories and testimonials need written consent, and ad pixels stay off forms that ask about health needs. We avoid fear-based messages and claims that cannot be backed up.

Ongoing work starts at $1,000 a month. Portfolios and new openings are quoted up front after the free growth audit. Ad spend is billed by the platforms.

Cost depends on the number of communities and care levels, whether you are filling a new building, and how much content and video you need. We tie campaigns to your senior living CRM where possible, so we can report inquiries, tours, deposits and move-ins by source. Among senior living marketing agencies, we aim to be clear about limits: we will not promise occupancy levels. Our local business marketing service handles listings for each community. For inquiry programs, see our senior living lead generation page. For in-home care, see home care marketing. All our services are on our digital marketing agency page. Hearing care practices that serve older adults can see our audiology marketing page.