How to Market an Assisted Living Facility (Without Feeling Salesy)

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Getting residents into your assisted living facility is heavily based on having a good strategy. In this blog, I’ll walk you through how to attract the right people, build relationships, and create an experience that makes families say, “This is the one.”

Whether you’re just starting or trying to boost occupancy, this blog will give you clear, simple steps to grow your business with confidence.

Why It Matters

🎯 Marketing is about building trust, delivering value, and making sure the right people know you exist.

If no one knows your facility exists, they can’t move in. And if the people who do know aren’t impressed, they won’t refer anyone. So let’s fix that.

Check this video, too:

👣 Step 1: Start With the Right Mindset

Put yourself in the right mindset so you can attract the right people who need the care you provide.

🔹 Understand your audience — families want safety, care, and peace of mind.
🔹 Be proud of what you offer — your job is to help, not beg.
🔹 Show up with confidence — people trust those who believe in what they do.

✅ Quick Tip: Write down who your ideal resident is. Then market to them, not to “everyone.”

🛠️ Step 2: Build a Strong Online Presence

Your consumers are going to search online first, then they'll call if they want more information. Make sure they like what they see.

🔸 Set up your Google Business Profile — add photos, services, and hours.
🔸 Create a simple, helpful website with your story, services, contact info, and a tour request form.
🔸 Pick a social media platform (it really doesn't matter which one), and consistently post there, this could be weekly updates, activities, or behind-the-scenes looks.

✅ Quick Tip: Post at least 3x per week — one resident story, one facility highlight, one fun moment.

🤝 Step 3: Build Referral Partnerships

You need to be known and trusted in your community.

🟢 Connect with:

Discharge planners at local hospitals
Case managers and social workers
Medicaid waiver programs
Home health and hospice agencies
Placement agents (and follow up with them weekly!)

🟢 Attend:

Health fairs
Chamber of Commerce mixers
NAMI walks (if you work with a mental health population, sponsor them!)
Senior services expos
Church or community events

✅ Quick Tip: Always have business cards AND brochures with you. People forget names — they remember materials.

📣 Open your mouth, introduce yourself, and tell people what you do.

📦 Step 4: Partner With Complementary Providers

Want free exposure to your ideal audience? Partner up.

Look for:

Chiropractors who work with seniors
Red light therapy providers
In-home therapists or meal prep companies

Create joint packages, co-host workshops, or refer clients to each other. These alliances build trust and bring leads.

🛏️ Step 5: Optimize the Resident Experience

Happy residents = organic marketing.

🎯 Focus on:

Personalized care plans (review them monthly with your team)
Easy communication tools (like silent call buttons)
Modern EHRs to track care patterns (we recommend tools like Access EMR - tell them I sent you for a special discount!)

🎉 Host social events (Easter egg hunts, barbecues, game nights) and post the highlights on social media.

⚠️ Don’t forget to get media waivers from families! Follow state privacy rules.

🌟 Step 6: Build Your Reputation and Trust

Reviews and testimonials are powerful. Don’t just collect them — use them.

🟢 Set up and monitor your:

Google reviews
Facebook recommendations
Website testimonials

🟢 Respond to every comment or review (positive or negative). People want to see how you handle feedback.

👩‍⚕️ Step 7: Train Your Staff (And Keep the Good Ones)

Your team is your brand.

🎯 Train your staff on:

Customer service
Conflict resolution
Emergency procedures
How to engage with families and residents

🧠 Monthly refreshers go a long way. And it shows your staff you care — which reduces turnover and improves resident satisfaction.

Next Steps: Take Action Today!

🚀 Want to launch your assisted living business in the next 12 months?

✅ Step 1: Download the Business Plan Checklist to start planning.
✅ Step 2: Apply for the Assisted Living Investing Mastermind for expert coaching.
✅ Step 3: Follow this guide, take action, and bring your vision to life!

Got questions? Drop them in the comments below! ⬇️

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