Get Residents Fast: Essential Marketing for Assisted Living Facilities

assisted living business assisted living google ranking assisted living leads assisted living marketing assisted living strategies assisted living testimonials fill assisted living facility lead magnets referral network Oct 03, 2025

Starting an assisted living business is exciting, but filling your facility with residents can feel overwhelming. Where do you start? What strategies actually work?

Good news—you don’t have to figure it out alone! This guide breaks down practical marketing strategies to help you fill your facility fast and get your assisted living business thriving. 🚀

Let’s dive in!

Check out this video, too:  

Why Marketing Matters for Assisted Living

You can have a beautiful facility and a great team, but if people don’t know you exist, beds will stay empty. Marketing in assisted living is all about building relationships, trust, and authority in your local community.

Every successful assisted living business has a strong marketing foundation. It’s how you attract residents, grow your reputation, and ensure your business is profitable.

1️⃣ Build a Strong Referral Network

One of the fastest ways to get residents is through referrals.

Key referral partners to connect with:
 

✅ Hospital discharge nurses
✅ Rehab centers and case managers
✅ Other assisted living facilities
✅ Nursing homes
✅ Home health agencies and hospice providers
✅ Independent living communities

Here’s how to build strong partnerships:

  • Visit in person consistently - Don’t just hand out a business card once.

  • Offer small gifts - Donuts, flowers, or a simple token keep you memorable.

  • Serve first - Help them with resources or connections before asking for anything in return.

Start networking even before you open your doors—it sets you up for success from day one.

2️⃣ Dominate Local Google Search

Google is where most people start when looking for assisted living. Ranking high in search results makes a huge difference.

Here’s how to optimize your online presence:

Set up your Google Business Profile

  • Free and easy to do

  • Include accurate business info, photos, and hours

  • Validate your address via postcard

Collect Google Reviews

  • Ask residents, family, or staff for reviews

  • More positive reviews = higher ranking

  • People trust high-rated businesses

Post Regular Updates

  • Weekly or bi-weekly posts on your profile

  • Share holiday events, team highlights, or facility updates

  • Shows Google you’re active and engaged

Use Keywords on Your Website

  • “Assisted living in [city]” or “Best assisted living near me”

  • Include awards, photos, and descriptive text for better searchability

Consider Google Ads

  • Affordable way to appear at the top of search results

  • Target specific locations with geo-fencing

  • Adjust your budget based on performance

3️⃣ Use Lead Magnets to Capture Interest

Driving traffic to your website is only the first step—you need to capture visitor information. Lead magnets are free resources that attract potential residents and families.

Examples:
✅ Guides or checklists about assisted living
✅ Facility walkthrough videos
✅ Free tools to help families evaluate their options

Once you have emails, you can:

  • Send email campaigns

  • Invite people to open houses

  • Convert leads into residents

4️⃣ Gather Testimonials and Success Stories

People trust social proof. Testimonials and before/after stories show potential residents that your facility delivers real results.

Tips for testimonials:

  • Ask happy families for reviews on your Google Business Profile

  • Offer a small incentive like a $25 gift card

  • Record short video testimonials if possible

  • Share before-and-after photos of your facility renovations or décor updates

Highlight your team as well:

  • Share bios, background, and what they love about their work

  • Make your staff relatable and trustworthy

5️⃣ Be Consistent and Patient

Marketing success doesn’t happen overnight. It’s about consistent effort and building relationships over time.

Start broad:

  • Build your referral network

  • Optimize Google search presence

  • Capture leads with lead magnets

Then focus smaller:

  • Engage interested leads

  • Invite them to visit

  • Convert them into residents

Once your system is in place, you’ll see steady growth, and you might even be ready for your second or third facility!

Next Steps: Take Action Today!

🚀 Want to fill your assisted living facility faster?
✅ Step 1: Download the FREE Business Plan Checklist to set your foundation.
✅ Step 2: Apply to join the Assisted Living Investing Mastermind for expert coaching and guidance.

Consistency and small, strategic steps will pay off. Start building your network, optimizing your online presence, and capturing leads today!

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