Guides
The pieces worth your afternoon.
12 long-form guides, each the fullest statement we have on its subject. Start here before the shorter posts.
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
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
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
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
Memory Care Converts in Days. Independent Living Takes 18 Months
A memory care enquiry converts in days to weeks. An independent living enquiry can take eighteen months, and a CCRC enquiry three years. One campaign structure cannot serve both, and blended reporting hides which one is failing.
Sep 24, 2026 6 min read
AI Overviews Nearly Halve Search Clicks. What Senior Living Should Do
When Google shows an AI summary, people click a result about half as often. Here is how senior living pages get cited by the answer instead of replaced by it.
Sep 17, 2026 7 min read
Occupancy Is Near 90%. Your Marketing Problem Just Changed
Senior housing occupancy hit 89.9% in Q2 2026, a twentieth straight quarter of gains, while construction stayed near a 2012 low. That combination changes what a marketing budget is for.
Sep 14, 2026 6 min read
Top 10 Digital Marketing Strategies for Senior Living in 2026
Ten senior living marketing strategies for 2026, from AI search and speed to lead to caregiver recruitment, with the market data behind each priority.
Jan 22, 2026 6 min read
Senior Living Recruitment Marketing: How to Hire Caregivers and Nurses Faster
Senior living turnover ran 35.4% in 2026. How recruitment marketing uses Meta, Google, Indeed and Google for Jobs to fill caregiver and nurse roles faster.
Mar 17, 2025 7 min read
Facebook Ads vs Google Ads for Senior Living: Which Does What
Facebook ads vs Google Ads for senior living: what each channel does well, how Meta's Housing rules change targeting, and how to split budget by care type.
Mar 6, 2025 6 min read
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