Insights & resources
What we have learned running senior living campaigns.
Benchmarks, playbooks, and post-mortems. Written for the people who actually have to hit the census number, not for search engines.
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The guides worth your afternoon.
Pillar
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
Pillar
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
Pillar
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
Pillar
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
Pillar
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
Pillar
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, 2026The census memo
One email a month. Numbers you can use on Monday.
What we are seeing across 100+ communities: what cost per move-in is actually running, which channels are softening, and what changed in Google and Meta that will hit your census. No roundups, no reheated industry news.
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From the blog
All 51 posts →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 8, 2026Your 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.
Sep 30, 2026Independent 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.
Partners
Tools we build and back.
Products in and around senior living that we have a hand in. Free to use, and worth a look whether or not you ever work with us.
SuperSenses
The earliest signal of brain health starts with the five senses.
A standardised multisensory assessment that scores smell, taste, vision, hearing, and touch in about 30 minutes. Communities use it to track resident sensory function year over year, where decline can surface well before memory symptoms do.
For communities and clinical practices (opens in a new tab)
Seniors Places
Find assisted living, memory care, and independent living.
A national directory where families browse and compare communities by state, review amenities and photos, and contact a community directly to arrange a tour.
For families researching care (opens in a new tab)
Social Fonts
Fancy text generator for Instagram and TikTok.
A free tool that converts plain text into styled Unicode for bios and captions. No app, no account, no ads, and the styling travels with the text across every platform.
For social media teams (opens in a new tab)
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