How to Market Your Assisted Living Business!
Sep 15, 2025
Marketing your assisted living business can feel overwhelming—especially when you're just getting started. But with the right marketing plan, you can build awareness, fill your beds, and grow your business.
This guide breaks down three powerful ways to market your residential assisted living facility.
Let’s dive in! 🚀
Check out this video, too:
Why Marketing Matters
If people don’t know about your assisted living facility, they can’t move in. Marketing helps you:
✅ Fill your beds faster
✅ Build trust in your community
✅ Attract the right residents
✅ Increase your monthly revenue
Let’s look at the top three ways to make that happen this year.
1️⃣ Network Marketing (Build Real Relationships)
Network marketing is about getting out there and talking to people. You’re not selling—you’re connecting. The best marketing often comes from strong local relationships. Here’s how to get started:
🔹 Who to talk to:
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Discharge nurses at local hospitals
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Case managers at rehab facilities
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Home health agencies
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Hospice teams
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Smaller assisted living or nursing homes
🔹 How to connect:
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Start with 3–10 solid contacts
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Bring a business card, flyer, or brochure
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Follow up regularly
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Be consistent and genuine
💡 Pro Tip: Don't just drop off flyers and leave. Stay in touch, be helpful, and build trust. That’s how referrals start rolling in.
🔹 Go where the adult children are
Your ideal resident might be 80, but their adult children (aged 55–65) are making the decisions. So…
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Visit coffee shops, florists, and restaurants
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Partner with local businesses
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Sponsor senior-focused community events
🎉 Host your own events too!
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Free tours
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Senior wellness events
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Educational Q&A nights
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Partner-led workshops
2️⃣ Internet Marketing (Build Your Online Presence)
Your website is your digital front door. Make sure it’s easy to find and clear on what action you want people to take.
🔹 Step 1: Website Essentials
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Mobile-friendly and fast-loading
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Clear headline and call-to-action (CTA)
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Simple design with easy-to-find contact information
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Offer a free tool or lead magnet (like a checklist or guide) in exchange for an email
💡 Example: Use a tool like “Top 10 Questions to Ask Before Choosing a Care Home” as your lead magnet.
🔹 Step 2: Email Marketing That Works
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Send your lead magnet right away
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Follow up with valuable content, here are some potential ideas you can talk about in your follow up emails:
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Testimonials
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Common myths about assisted living
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Resident success stories
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Invitations to open houses
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🗓 Keep it consistent with a monthly newsletter. Share:
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Upcoming events
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Behind-the-scenes photos
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Staff spotlights
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New blog posts and videos
🔹 Step 3: Social Media
Where is your audience hanging out online?
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Create a Facebook page for your facility
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Share activities, meals, or events
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Post testimonials and reviews
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Run Facebook ads targeting your potential resident's adult children
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Hold short, live Q&A sessions
3️⃣ Placement Agencies (Yes, They Can Help)
Placement agencies help families find care homes. And while some may charge steep fees, the right local placement agent can be a game-changer.
🔹 What to do:
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Start with a local placement agent—not a large nationwide service
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Invite them to tour your facility
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Be clear about pricing, availability, and what makes you different
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Follow up weekly with updates
💡 They only get paid when you get paid, so build a strong relationship and make it easy for them to refer residents to you.
Next Steps: Take Action Today!
🚀 Want to grow your assisted living business ? Here’s what to do:
✅ Step 1: Download the Business Plan Checklist
✅ Step 2: Need help figuring out where to start? Join the next Roadmap Challenge and build your launch plan with me.
✅ Step 3: Use this guide to start building relationships, improving your website, and marketing smarter
Got questions? Drop them in the comments!
Show full transcript 👇
Transcript
00:00:00 - 00:00:44
Hey friend, I'm Brandon Gustafson at Assisted Living Investing. I help beginners like you launch their assisted living business in the next 12 months. In today's video, we're going to be talking about how to market your assisted living business in 2025. If you need some help with that, you're trying to figure out how you're going to actually do the marketing, make sure you stick around for today's video. Hey friend, welcome back to Assisted Living Investing. Before we get started,
00:00:27 - 00:01:17
I want to remind you to get over to the website assistedlivinginvesting.net. Go grab our free underwriting calculator. There's a big blue box in the top right corner. You cannot miss it. Make sure you go and grab that. It will help you along your investment journey. Now, for today's video, we're going to be talking about marketing, specifically how to market your assisted living facility in 2025. Marketing can be really hard. It can be hard to fill your beds. It can be confusing. It can
00:00:51 - 00:01:51
it can feel overwhelming for sure. And the best way to combat that is having a really solid marketing plan to help you bring the right residents into the house and help you get your beds filled so you can get the the income that you need to be successful. So, there are a few ways for you to be doing marketing. And I've talked about this in a lot of videos in the past. One of the top ways for you to do marketing is network marketing. So, network marketing is going out and building relationships with people. it
00:01:22 - 00:02:19
it's going out and and talking with people. I love networking with people. It is one of my favorite things. I used to when I had more time used to go to networking events just to go and meet new people. That is kind of what you do here in in network marketing. You're building relationships. You want to target some of those people in the industries that are going to be beneficial for you. And when you do that and you build a relationship, it can really catapult you into getting what you need for your facility to bring
00:01:50 - 00:02:42
residents in. So in doing that, what you want to be doing is building those key relationships with those people. Those key relationships you should be building. The people you could be targeting are going to be like the discharge nurse at the hospital. Uh could be rehab facilities, case managers, could be other home health agencies, even assisted living facilities or nursing homes. These are groups that you could be doing. And you don't have to do this to every single one that you see out on the street. I
00:02:16 - 00:03:06
would suggest you do like three to 10 of them. narrow it down, but be very consistent in building out the relationship with them because it can go a long way. Not only are you getting a relationship with them, but they have their network. That's what is the beauty of network marketing is you don't just get that person, but you get them and their network if you build a solid relationship. So, you don't have to go overboard with this, but you do have to build a really good and solid relationship with them. Some of the ways
00:02:41 - 00:03:35
that you can do that are you want to give them something, some kind of collateral so they can remember you by business card, pamphlets, posters. Those types of things are great, but you cannot just go and canvas the neighborhood, canvas all the businesses and give them a thing and then sit and twiddle your thumbs at your office and be like, "Okay, man. I I handed out a hundred flyers today. Somebody's bound to call." When in reality, it got put in a stack of papers. Maybe they posted it
00:03:08 - 00:03:57
up on their board. the chances of somebody just like actually looking at it and being like, "Yep, that's what I I need to call that person. I I got to do that." It's it's very slim because you haven't built a relationship. You don't have any trust with them yet. You have to do that if you want to give you referrals to help you get people into your facility. So, you have to do follow-up. You have to be very consistent with it. And if you're doing that, then all of a sudden, it you're
00:03:33 - 00:04:19
building that relationship. You can bring people in and and it makes it a lot more beneficial for you. places where you can go do networking events. There's just community events. They could be senior wellness events. You could actually host these as well. A lot of these things, if you can't find it somewhere else, create it. Be the person that that's doing that and build the relationships yourself. So, senior wellness events, this could be free facility tours. You're bringing people
00:03:56 - 00:04:57
into your house. You could be partnering with local business. Co-host an event with them. And it you have to remember, and I've said this in several videos before, your target market that you are trying to market to, that you're trying to persuade to get to go to you, is not the resident. In almost all cases, 90% of the time, it is not the resident who is looking for a facility for themselves. It is their children. And so, when you're looking for somebody that is 80 years old to come into your
00:04:26 - 00:05:16
facility, their children are probably 55 to 60. and they're the ones that are making the decision about where they're going to put mom or dad. So that's who you want to be working with. So where are those people at? You you want to be going there. Coffee shops, florists, restaurants, build out relationships with them because that's where they're at. So you want that's where not only do you want to be building relationships with these caregiving groups, you know, discharge nurse and home health agencies
00:04:51 - 00:05:42
and those things. You want to be going where your population you're trying to market to, who you're trying to reach out to, go to them so they can see you. You get brand recognition. Helps you out a ton. Let's talk about internet marketing. Now, so internet marketing is, you know, think about just like getting your presence online. This could be a website. You got to pro improve your SEO, your search engine optimization. Have your website, make sure people are getting there. You want
00:05:16 - 00:06:10
to have a high quality and fast website as well. You want to be putting things out like a lead magnet. So, what I want you to do really quick so you can see a perfect example of this, I want you to go to assistedlivinginvesting.net. Okay. So, now that you have done that, what I want you to do is I want you to just like sit there for two seconds. I want you to notice what you see. So, you're going to see on there, you've got a picture of me, right? And a picture of me with my house, uh, one of my houses.
00:05:44 - 00:06:32
And then I've got a big blue box in the top right corner. And we've got another box down there kind of in the middle. and they both say the same thing. Get your free underwriting calculator. So, as you go to my website, I think it's pretty clear what I want you to do. I I'd love you to scroll it and go check out all the things. Like, absolutely would love to do it. I know you're busy, though. And so, I'm making it very easy for you to do the thing that I want you to do. I want you to get my free
00:06:08 - 00:06:57
underwriting calculator. And then, you're going to give me your email. And now, I can give you more cont. I can give you an email that tells you, "Hey, here's all the videos we did and the blogs that we posted and oh man, I have this super cool offer. Here's something that I learned. I'm going to give you more value cuz I I want you to be successful." So, that's an example of what you need to do for your facility. You you want to be going there. Uh you want to have your website. You want to
00:06:32 - 00:07:33
have it very clear what you want people to do. get my how to understand finances for seniors or top reasons why, you know, top assisted living facilities in this area. You create some kind of a tool that people are like, man, that is going to be super helpful. I need I need to download that. They'll give you their email and now you're going to have that and you're going to be able to contact them. Invite them to tours. Invite them to open houses at the facility. Tell them about community events that you're
00:07:03 - 00:07:47
hosting. The other thing with internet marketing is going to be social media. So, this could be you want to be sharing success stories. You want to have your Facebook page for your facility. You want to be putting out there the activities that you're doing with your residents and the fun that you're having and and things like you might have to get a consent form to be able to post pictures and things like that. You want to hold Q&A sessions if if it's appropriate and and you feel like you
00:07:25 - 00:08:14
can handle it or you have the audience for you to do it like I do on Tuesdays. So, if you haven't already, subscribe and ring the bell so you get notified when we go live on Tuesdays so you can get access to those types of things because I'm I'm here to help you and answer your questions. You can do the same thing for your people. You want to be be there, meet them where they're at. You can also run Facebook or Instagram ads. Remember, I just talked about the population you are trying to talk to are
00:07:49 - 00:08:43
not the residents themselves, it's their children. Typically, that generation of people are on Facebook. And as things progress and you know 10, 15, 20 years from now, it might not be Facebook anymore, could be Instagram, could be Tik Tok, like I don't know what it's going to be, but you want to be paying attention to where is your audience so you can meet them where they are at and really make some good progress with them. Running ads to those places to get them to your website to download your
00:08:16 - 00:09:09
lead magnet. That's something that you could do. Now, let's talk about a little bit deeper on your email marketing. So, not only do you want to get an email from the people that that that you're trying to to get in front of, you want to get their email, but then you have to give them value. Okay? So, once you download one of my tools, go assisted livinginvesting.net, grab the free calculator. What you're going to see, I'm going to email you directly like instantly within five minutes. You're
00:08:43 - 00:09:24
you should be getting an email. Hey, here's the calculator. And then I'm probably gonna send you another follow-up email the next day that says, "Hey, you know, I know your inbox is busy. Um, here's that thing again that I told you I was going to get to. I just want to make sure you you didn't miss it." I It doesn't say exactly that, but that's the gist of it. So, I'm going to give it to you again. Now, I'm going to give you some other valuable content.
00:09:04 - 00:09:54
I'm going to give you a few other things. So, when you're doing this with your residents, you want to give them the tool. You want to welcome them. Maybe you give them like, "Hey, here's some common misconceptions I see about assisted living." Like, it's not that bad. It's actually really good. It helps a ton of seniors. Here's the top 10 misconceptions about assisted living. Maybe you do a success story. You've got a resident who has they came into your facility, they were depressed, and now
00:09:29 - 00:10:13
all of a sudden they're with like their best friend. They found their soulmate. You know, whatever it is, they they're having a great time there. The the family loves it. You're giving testimonials. Hey, this is this is something that we're doing at our facility. It's really cool. It's great. Um, why don't you come? And then you're going to have an email that says, "Hey, do you want to come see the facility? Book a tour. Come." And that's what I do for you as well. Like I I'm fully
00:09:51 - 00:10:35
transparent. I I have a coaching business. I I do YouTube. I do these things to help you out. That stuff is free. I would love to help you out even more. So, in my emails, I'm going to give you the free resources. I'm going to give you a bunch of content that's going to help you out, help you make progress. But I'm also going to say, "Hey, do are you ready to take the next step? cuz I got something else. And I'm going to have links down below. We're going to have our launchpad which helps
00:10:13 - 00:10:55
you build the business foundation. We're also going to have our accelerator which helps you. It's a five my five phase process to help you launch your assisted living business. We're going to have links down below for those. So, if you're interested in that, go and grab them. Like I would love to coach you and help you out along your journey to launching your assisted living business. So, make sure you don't miss out on those things. So, you're going to do that. you know, you're going to invite
00:10:34 - 00:11:18
them to come to an open house, do all those things. And then you're going to also have like a monthly newsletter. That's I mean, I do my weekly newsletter. Hey, these are the videos that we talked about because I know you, as much as I would love you to be subscribed, you like the video, you rang the bell, all of those things. And if you haven't done it, then do it right now. But if if you haven't, I'm going and I have your email, I'm going to send you the email. I'm going to make sure
00:10:56 - 00:11:44
that you get the content so that you're like, man, that topic sounds really interesting. I'm going to go watch that video. Man, look at the Q&A that he did. That that that thing was deep. That was really cool. I'm going to go watch that video. Those are the types of things that I'm giving to you to make sure that you can make progress to help you launch your assisted living business. You want to do something very similar to that. Providing them with a ton of extra content and and value so they can see
00:11:20 - 00:12:13
it. And you're going to have these what are called CTAs, calls to actions to book a tour. And I'm going to have a spot for you in my emails. Hey, come check out the store because I got stuff that can help you out along your journey and can really make this a lot easier for you as you're trying to launch your assisted living business. I practice what I preach. I am telling you exactly what what I do for my business, for my facilities. I I'm telling you to do the exact same thing. It is one of the best
00:11:46 - 00:12:46
ways for you to make progress so that you can get people into your facility and fill the beds. It's huge. Okay, those are two big big mechanisms. your network marketing and your internet marketing, including the email stuff. On top of that are placement agencies. So, placement agencies, they can get a bad rap. They can be very expensive. They can be hard to work with. What I highly recommend you do is not do a big one. If you're not a big facility, you don't have 300 beds, you don't have 20
00:12:16 - 00:13:06
facilities that you're trying to juggle, I would get with a local placement agent. I would find them online. I would reach out to them. I would have them come to my facility. and and I I do this and I would work with them to see if they can help me fill the beds. Such an underrated piece of what you're doing. They can be difficult to find. Now, if you're a placement agent and you are watching this, type in placement agent down below so people can be like, you know, can reach out to you. Maybe put in
00:12:41 - 00:13:43
your state as well. So, placement agent in Colorado, New York, New Mexico, whatever. Put that information in there so people can like your comment and and do a little bit of networking here in the comments here on YouTube. Okay. So, super important for you to understand that that is a component that you can use. There are fees associated with it, but uh if you have nobody in in your beds, getting somebody to help you out can really help you out a lot with with bringing people in there. Um, as you're
00:13:12 - 00:13:59
doing that and working with placement agencies, there's a big component of building relationships out with those with those individuals that do the placement. So, make sure you have calls with them. Make sure you understand what you're getting into, that they understand how they can help you. You are communicating things out to them. You want to be very transparent and be able to help them out along the journey to help you get the residence that they need because they don't get paid until
00:13:35 - 00:14:27
you get paid. When you're working with small placement agencies, big placement agencies, not necessarily the case. You may be having to pay a service fee on a monthly basis. But you want to meet with them personally. You want them to be clear on the pricing that you have, the availability, what makes you different from other facilities. You want to stay on their radar. You want to update them weekly. Hey, you know, last week we had five openings. We actually filled two of the beds. We only have three this week.
00:14:01 - 00:14:48
You know, you want to keep them up to date on what's going on so that they know when they bring you a referral that it really will work, that you haven't, you know, magically filled your business. As cool as that is for you as a business owner, you're going to ruin a relationship there. So, you want to avoid that and you want to make sure that you are very transparent and having good conversations and make sure you keep up a great reputation for being somebody that's easy to work with as
00:14:24 - 00:15:18
well as you're doing this. Okay, we went through a lot here with marketing, but those three things, you've got network marketing, you have internet marketing, and you have working directly with a placement agency. Those three tools, if you have them in your toolkit, are going to allow you to be successful, a whole lot more successful at filling your beds here in 2025. If you found this video to be helpful, make sure you like the video, subscribe, and ring the bell as well, so you get notified every time we
00:14:51 - 00:15:35
put out content like this. We go live on Tuesdays, I do Q&As's, we put out content on Thursdays as well to make sure we are getting you the information that you need so you can make some good progress. If you haven't already, make sure you go and grab the assisted living investing calculator, assisted living.net. And if you need some help, make sure you go and grab the launchpad or the accelerator. We will have links down below for both of those things to meet you where you're at in your
00:15:13 - 00:15:57
journey. I would love to help you. Does residential assisted living sound interesting to you, but you don't know how to get started? At assisted living investing, I'm here to help beginners like you launch their assisted living business in the next 12 months. I love helping and coaching people. I would love to help you. And remember, it doesn't take a lot, just a little bit. Just keep going step by step by step. I promise you if you do and you are consistent and persistent, you are going
00:15:35 - 00:15:47
to be successful. Thanks for watching and have a great day. [Music]
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