Marketing Strategies for Assisted Living Facilities That Actually Work
- Nate Jones, CPCU, ARM, CLCS, AU
- Nov 28, 2025
- 3 min read
Marketing an assisted living facility is about building trust, credibility, and visibility. Families want a safe, reliable, and compassionate environment for their loved ones—and your marketing must reassure them that your community is the right choice.
Below are proven marketing strategies that actually work for assisted living facilities today, plus an important reminder about protecting your business with the right insurance coverages.
1. Build a High-Converting, User-Friendly Website
Your website is the heart of your marketing strategy. Families will judge your facility within seconds of landing on your homepage.
Make sure your website includes:
Fast loading speeds
Virtual tours and high-quality photos
Clear pricing and service descriptions
Resident testimonials
Prominent “Schedule a Tour” buttons
2. Strengthen Your Local SEO
Local search visibility is critical. Most families search terms like:
“assisted living near me”
“senior living communities in [city]”
“memory care in [state]”
To rank higher:
Optimize your Google Business Profile
Add location-based keywords to your pages
Get consistent Google reviews
Keep your name, address, and phone number consistent across directories
3. Build Referral Relationships With Hospitals & Healthcare Professionals
Hospitals discharge hundreds of older adults every month, and many need assisted living.
Build relationships with:
Hospital discharge planners
Case managers
Social workers
Rehabilitation centers
Provide brochures, offer care-transition support, and follow up quickly for referral requests.
4. Use Testimonials & Family Success Stories
Nothing builds trust like real experiences from residents and families.
Use videos, quotes, handwritten thank-you notes, and Google reviews in your marketing.
5. Invest in Paid Ads (Google Ads + Facebook Ads)
Paid advertising puts your facility in front of families immediately.
Effective ad types include:
Google Search Ads for high-intent searches
Facebook ads promoting tours
Retargeting ads for families who visited your website
6. Host Community Events to Build Trust
Hosting events increases visibility and gives families a feel for your environment.
Examples:
Open houses
Caregiver workshops
Holiday events
Dementia education seminars
Health screenings
These events build credibility and allow families to experience your culture first-hand.
7. Create Valuable Content: Blogs, Videos & Guides
Content marketing increases organic traffic and positions your facility as an industry expert.
Content ideas include:
“How to choose an assisted living facility” guides
Staff introductions
Resident life stories
Safety and caregiving tips
Weekly activity recaps
8. Partner With Local Organizations
Partnerships expand your exposure and referral pipeline. Collaborate with:
Churches
Nonprofits
Senior centers
Home health agencies
Local businesses
9. Offer Virtual Tours and Real-Time Chat Support
Families appreciate convenience. Offer:
360° virtual tours
Pre-recorded video tours
Live chat on your website
Quick text-messaging follow-ups
Facilities that use virtual tours often see a 30–50% increase in scheduled in-person visits.
10. Improve Your Lead Follow-Up System
Many assisted living communities lose prospective residents simply because their follow-up is slow.
A strong system includes:
Responding to calls/emails within 5 minutes
Automated email nurturing
Text reminders for tour appointments
Consistent follow-up for 30+ days
Fast follow-up = more tours = more move-ins.
Market Your Business with Contractor Back Office
Contractor Back Office helps you build a powerful brand, attract high-quality clients, and streamline your operations so you can focus on what you do best—delivering exceptional work.
Our Services Include:
Protect Your Assisted Living Facility With Wexford Insurance
Wexford Insurance specializes in helping assisted living facility owners protect their communities with the right insurance coverage — nationwide.
We understand the risks, regulations, and insurance requirements that senior living providers face. Our team shops multiple carriers to get you the best coverage at the best rate. Our coverages include:
Final Thoughts
The right marketing strategy can significantly increase your visibility, tours, and occupancy — but none of that matters without strong insurance protecting your residents, staff, and property.
With the right combination of digital marketing, community engagement, and risk management, your assisted living facility can thrive for years to come.
Contact us today.
