Senior living marketing agency
Websites, local search and paid media for senior living and assisted living communities, reported on tours booked, not impressions.
Who is actually doing the searching?
Usually not the resident. Most enquiries start with an adult child, often in another state, comparing three or four communities at once.
That changes what the website has to do. The person reading it is anxious, short of time, and looking for the things a brochure leaves out: what it costs, what happens when care needs change, and whether they can come and look this week.
It also changes the measurement. A senior living enquiry is not a purchase, it is a tour. The number that matters is tours booked and the share of them that convert, which is months downstream of the click that started it.
What moves occupancy
The short list.
- A site that answers cost and care levels plainly
- Google Business Profile and reviews
- Local search for the towns you actually draw from
- A tour request that takes under a minute
What usually does not
The things that get sold.
- Stock photography of people who do not live there
- Broad awareness campaigns with no radius
- Lead volume with no tour attribution
- Directory spend nobody checks
What we do
- 01WebsiteA site built for a family comparing communities: floor plans, care levels, pricing honesty and a tour form that works on a phone.
- 02Local SEOGoogle Business Profile, reviews and the listings that decide whether you appear in the map pack for the towns you draw from.
- 03Paid searchGoogle Ads on the terms families use, bounded by a realistic radius instead of a whole state.
- 04SocialLife inside the community, shown and not described. This is what reassures the adult child who cannot visit yet.
- 05ReportingTours requested, tours held and cost per tour, monthly, next to the spend that produced them.
Work
A continuing care retirement community in Chatham County, North Carolina.
Questions people ask
What does senior living marketing cost?
A monthly fee plus whatever media you choose to run. The fee depends on how much of the website, local search and social work is in scope. We quote after an audit, because the honest number depends on the state of the site you already have.
How do you measure it if the sales cycle is months long?
By counting tours, not leads. A form fill is not an outcome. We track tour requests, tours actually held and cost per tour, and report those next to spend so the lag is visible instead of hidden.
Should we advertise to the resident or the family?
Usually the family. Most enquiries start with an adult child comparing several communities, often from another state, so the site and the ads have to answer their questions: cost, care levels, and how quickly they can visit.
Is this different from your e-commerce work?
The channels are the same and the discipline is the same. The outcome is a booked tour instead of an order. If you are looking for online retail work, that is on the services page.
Related
Want marketing in black and white?
Send us your store or your ad account. We'll send back a free marketing audit that says what's working, what isn't and what we'd do first.