Marketing Strategies for Filling Your Assisted Living Home: A Beginner’s Guide

Jul 07, 2025

Starting an assisted living home is exciting — but now you need residents!

In this blog, we’ll walk through simple, effective marketing strategies to help you fill your beds, grow your business, and serve more families.

You don’t need to be a marketing expert to make this work — just follow the clear, actionable steps below.

Check out this video, too;  

Why This Matters

Many great assisted living homes stay half-empty simply because they don’t know how to market themselves.

By using the right marketing tools, you can:
✅ Reach the right families
✅ Build trust in your community
✅ Keep your beds full and your income stable

Let’s break it down!


🌟 1️⃣ Know WHO You’re Talking To

Your target audience isn’t the senior — it’s their adult children (usually 45–70 years old).

These are the people making the decisions, paying the bills, and looking for the best care for mom or dad.

👉 Tip: Focus your marketing on solving THEIR problems and answering THEIR questions.


🌟 2️⃣ Get on Social Media

Facebook is a great tool for marketing assisted living. That’s where your target families are likely hanging out.

Post regularly:

  • Stories about your home (without resident names)

  • Helpful tips on senior care

  • Videos showing your facility’s warmth and personality

Instagram is growing among this age group and worth exploring, especially with photo content. A nice think about Instagram is it's under the same umbrella as Facebook so if you learn one platform, especially with ads, you'll be able to handle the other.

👉 Tip: Show your personality! People want to connect with a real human behind the business.


🌟 3️⃣ Build a Lead-Capturing Website

You need a website that’s:

  • Simple

  • Clear

  • Designed to capture emails or calls

Include:

  • A hero section (clear message of what you offer)

  • A call-to-action (e.g., “Download our FREE Senior Living Guide”)

  • Easy-to-find contact info

👉 Tip: Use Donald Miller’s Marketing Made Simple or Building a StoryBrand 2.0 to guide your website setup.


🌟 4️⃣ Improve Your SEO (Search Engine Optimization)

Help people find you on Google by:

  • Using clear local keywords (e.g., “Top Assisted Living in Denver, Colorado”)

  • Setting up your Google Business Profile

  • Keeping your website updated with blogs, testimonials, and new info

👉 Tip: Small SEO improvements can make a BIG difference over time.


🌟 5️⃣ Use Online Directories

✅ Sign up for free listings on:

  • Caring.com

  • SeniorLiving.org

  • SeniorAdvisor.com

  • Assisted-Living-Direct.com

  • Senior-Living-Direct.com

These platforms rank high on Google and can funnel leads directly to you.

👉 Warning: Don’t overwhelm yourself by joining every site — pick a few you can keep updated.


🌟 6️⃣ Collect & Showcase Reviews

Families trust reviews!

Ask resident families to leave reviews on:
✅ Google
✅ Facebook
✅ Caring.com or other directories

👉 Tip: Offer a small thank-you (like a $5 gift card) as a gentle incentive.

Remember: A 4.5-star rating beats a 3-star one every time — just like you choose higher-rated products on Amazon!


🌟 7️⃣ Stay Engaged & Keep Learning

✅ Ask your audience:

  • What do they want to know?

  • What worries them?

✅ Keep showing up on social media, blogs, and emails.


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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