Senior living marketing blog
The senior living marketing playbook, written from the census meeting.
51 posts on growing occupancy and hiring caregivers, for independent living, assisted living, memory care, and CCRC operators. Benchmarks, playbooks, and post-mortems from campaigns we actually ran, not roundups of someone else's advice.
The Four Searches That Come Before a Move-In
A family moves through four distinct kinds of search before choosing a community, and each one needs a different page. Most senior living sites are built entirely for the first and lose the other three.
Oct 16, 2026 7 min read
Midwest Turnover Is 41.9%. Stop Splitting the Budget Evenly
Turnover runs 41.9% in the Midwest and 30.5% in the Northeast. A multi-site operator splitting one recruitment budget evenly across buildings is underfunding the markets that need it most. Here is the allocation model.
Oct 15, 2026 6 min read
Cost Per Move-In: How to Calculate It Honestly
Four choices inside the cost-per-move-in formula change the answer more than performance does: what spend you count, what counts as attributed, how long the window is, and whether you blend care types.
Oct 13, 2026 7 min read
Your Google Business Profile Is a Census Channel
Most operators treat the Google Business Profile as a directory listing someone set up once. For memory care and assisted living it is a primary acquisition channel, and it is the cheapest one available.
Oct 8, 2026 7 min read
The Referral Aggregator Math Nobody Puts in the Board Deck
Referral aggregators charge 50 to 100% of first month's rent and are the largest advertisers in senior living. The arithmetic is not whether to use them, but what share of your census you are renting rather than owning.
Oct 6, 2026 7 min read
RN Turnover Is 40.8%. What an Always-On Hiring Funnel Contains
At 40.8% RN turnover, posting a job when someone resigns is already too late. The five components of a recruitment funnel that runs continuously, what each one prevents, and the numbers to hold it to.
Oct 2, 2026 7 min read
Answer Engine Optimisation for Senior Living, Concretely
Not a definition of AEO. The specific changes to make to a senior living community page so answer engines can quote it: schema, page structure, entity consistency, and the checks that prove it worked.
Oct 1, 2026 8 min read
Independent Living Is at 91.3%. Assisted Living Is Not.
NIC MAP puts Q2 2026 occupancy at 89.9% overall, but independent living is at 91.3% and assisted living at 88.4%. The sector number hides the only figure that should set your budget.
Sep 30, 2026 6 min read
What a Senior Living Lead Should Actually Cost, by Care Type
Published 2026 benchmarks put senior living leads between $40 and $200 depending on care type. Here are the ranges, what sits inside them, and why a number far below the range is usually a warning rather than a win.
Sep 29, 2026 7 min read
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