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Attracting New Residents to Your Assisted Living Home

By November 22, 2023May 8th, 2024No Comments

Many assisted living facilities have sales and marketing staff.  They have budgets for websites, brochures, and special events.  But many smaller assisted living homes don’t have those same tools available.

So, how do assisted living homes attract new residents?  That was a question from a reader this week.

Assisted living homes are often designed for ten or fewer residents.  Sometimes, their capacity is just two or three residents.  One vacancy can mean a reduction in revenue of 10% or more, which makes a big difference for a small business like an assisted living home.

Starting up an assisted living home is also a challenge.  When just starting, how do you get the first, second, and third residents?

While assisted living homes may not have the same tools or budget as many assisted living facilities, the owners may want to use some of the same techniques, even if they use them differently and at a different scale.

Here is a list of ways to attract residents to your new assisted living home or fill your vacancies.


1. Build an Informative Website: Create a professional and user-friendly website that provides detailed information about your assisted living home. Include photos, descriptions of amenities, staff credentials, pricing, and contact information. Make sure your website is mobile-responsive.  Many affordable tools are available to build a simple website or services that will do it for you.  Leave a comment if you would like some recommendations.

2. Online Marketing: Utilize online marketing channels such as social media (Facebook, Instagram, Twitter [or X]), Google Ads, and online directories to promote your assisted living home. Regularly post updates, testimonials, and engaging content to engage with potential customers.

3. Leverage Online Reviews: Encourage satisfied residents and their families to leave positive reviews on platforms like Google and senior care review sites. Positive reviews can influence potential residents and their families.

4. Partnerships and Referrals: Establish partnerships with local healthcare providers, hospitals, senior care professionals, and referral agencies who can refer individuals needing assisted living services to your assisted living home.

5. Open Houses and Tours: When just starting, you may want to host regular open houses and offer tours to prospective residents and their families. This allows them to see the environment firsthand and meet you.

6. Community Engagement: Engage with your local community by participating in events, senior fairs, and health expos. This can raise awareness about your assisted living home and help you connect with potential residents.

7. Email Marketing: Maintain an email list of interested parties and referral sources and send newsletters with updates, success stories, and upcoming events.   Email services such as Constant Contact and Mailchimp make this simple.

8. Offer Special Promotions: Consider offering limited-time promotions or discounts for new residents to incentivize them to choose your facility.

9. Word of Mouth and Quality Care and Services: Providing high-quality care and services is essential. Satisfied residents and their families are more likely to recommend your facility to others. Encourage current residents and their families to spread the word about your facility. Positive word of mouth can be a powerful marketing tool.

10. Staff Incentives:  Your employees have friends, families, and acquaintances in your community.  Turn them into your sales force by encouraging them to tell others about where they work and what you offer.

11. Networking: Join local senior care or other client-type associations and network with professionals in your field. They may provide referrals and support.

Whether just getting started or after many years of service, it’s essential to maintain a low vacancy in your assisted living home.  These techniques used consistently over time, along with your style of sales and marketing, should help you keep occupancy high.

Do you have other techniques that work well for you?  Please leave a comment and share your idea with others.  Thanks!

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