How to Market Your Assisted Living Business (Without Wasting Money)

assisted living marketing filling assisted living beds how to market a care home internet marketing for assisted living lead magnet for care homes marketing for rcfe network marketing for assisted living senior living lead generation website for assisted living facility Aug 05, 2025

Want to fill your beds with high-quality residents? 🛏️
Then you need a simple and clear marketing strategy — not random flyers or overpriced ads that never lead to a single call.

In this guide, I’ll walk you through how to market your assisted living facility the right way — using both network marketing and online tools. You’ll learn how to attract the right families, stand out from the crowd, and build trust fast — even if you’re starting with no leads.

Let’s get into it. 👇

Check out this video, too:

Why This Matters

Most assisted living businesses don’t have a real marketing plan.
No website. No email list. No system to consistently get leads.

That’s a problem — because if you’re not marketing, your beds will stay empty.
And if your beds are empty, your business won’t last, no matter how great the care you provide is.

This blog will help you:

✅ Identify your ideal customer
✅ Learn where to reach them
✅ Use simple tools to stand out
✅ Start building a waitlist (without hiring a big marketing agency or paying for SEO)

🎯 Step 1: Know Who You’re Marketing To

Here’s the truth: You’re not marketing to the resident.
You’re marketing to their adult children — usually a daughter, age 45 to 65.

This generation often:

Watches the nightly news
Uses Facebook daily
Still has cable TV
Googles everything before they call
Looks for trustworthy, high-touch providers with real testimonials

📌 Your Avatar:
Women, age 45–65, who are looking for care for their parent (in their 70s, 80s, or 90s). They’re busy, overwhelmed, and looking for someone they can trust.

Write any marketing materials you create directed at them.
Make sure your message speaks to their concerns, not just your services.

🌐 Step 2: Build a Simple Website

Still don’t have a website? You’re leaving money on the table — and making it harder for families to find and trust you.

Here’s what a good website should include:

✅ Clean, modern design (mobile-friendly)

✅ Clear contact info and address

✅ Services and pricing

✅ Amenities and awards (photos help!)

✅ Google reviews and testimonials

✅ A lead magnet (like a checklist or guide)

Most mom-and-pop facilities don’t do this. If you do, you’ll stand out fast — and families will feel confident reaching out to come check out the facility.

📸 Step 3: Highlight What Makes You Special

Don’t just say “we care.”

Show it — with photos, videos, and real examples.

🏆 Any awards or recognitions you’ve received

💇 Salon day, game nights, or family events you host

🛏️ 24/7 care or memory care services you offer

⭐ Great Google reviews from families

👥 Real testimonials from adult children

These details build trust. And trust fills beds faster than any sales pitch.

Bonus tip: Post these on your website, social media, and even in emails. A good repetition helps to build credibility.

🤝 Step 4: Use Network Marketing

This is a long-term play, but it works — especially for getting consistent, high-quality referrals.

Here’s who you should build relationships with:

🏥 Hospital discharge planners and case managers

🏘️ Independent or senior apartment communities

♿ Rehab and skilled nursing facilities

⚰️ Hospice and home health agencies

👩‍⚕️ Other AL owners or small operators (collaboration, not competition)

You don’t need to know 50 people.
Just pick 5 key contacts and stay in touch.

✅ Visit regularly (even once a quarter works)
✅ Bring value (pamphlets, cookies, a checklist)
✅ Build trust through follow-up
✅ Stay top of mind when a family needs placement

This isn’t about handing out flyers and disappearing.
It’s about becoming the go-to option when they’re looking for a safe, trusted place for someone they care about.

💻 Step 5: Do Internet Marketing

Online marketing includes:

✅ A professional, helpful website

✅ Active social media profiles (Facebook, Instagram)

✅ Email marketing with real value

✅ Running simple ads (Google, Facebook)

These tools let people find you, learn about you, and trust you — before they ever pick up the phone.

Here’s how to do it step-by-step:

Build your site (or fix it if it's been neglected for a while)

Offer a free resource (called a lead magnet)

Collect emails through your website (that's what the lead magnet is for)

Send value-packed emails every week

Post on social media often — stories, staff shoutouts, daily life, etc.

Here are some lead magnet ideas to help get you started:

Free checklist for choosing a care home
Short guide to senior living options in your area
A sample daily schedule or answers to common family questions

The goal is to build trust before they even visit your facility — and show them you know what you’re doing.

🧠 Recap:

Here’s how to get started today:

✅ Write out your ideal customer profile (45–65-year-old daughters)
✅ Build or fix your website
✅ Add a lead magnet and have a way to capture their emails
✅ Highlight your amenities and awards
✅ Reach out to 3–5 local referral partners and start building a relationship with them
✅ Post something valuable on Facebook this week
✅ Sign up for free tools like our business plan checklist

Remember — the goal is trust and visibility. Do that, and the calls will come.

🎁 Want Help With Your Business Plan?

Get my free Business Plan Checklist to make sure your foundation is solid.

🎓 Want Coaching and Step-by-Step Help?

Apply to join the ALI Mastermind program to get expert guidance, weekly support calls, and a full library of resources to launch your care home the right way.

Download Your FREE Calculator

Send Me My Calculator

Stay connected with news and updates!

Join our mailing list to receive the latest news and updates from our team.
Don't worry, your information will not be shared.

We hate SPAM. We will never sell your information, for any reason.