Grow census
Google, Meta, programmatic, and SEO routed through a senior-living-tuned funnel that turns inquiries into tours, and tours into move-ins. Built per community, because your building at 71% and your building at 96% are not the same problem.
+47% average lift in tour requests in the first 90 days across our IL, AL, and memory care clients.
Four care types, four different problems
Blending them into one campaign and one budget hides which one is actually working. Here is what each one really costs, using published 2026 benchmarks.
The longest deliberation of any care type, because nothing is forcing the decision. Content and nurture do more work here than paid search does.
Usually triggered by a fall, a hospital stay, or a caregiver reaching their limit. Speed to lead matters more here than almost anywhere.
The fastest cycle and the most expensive lead. Families are often in crisis, so the tone of the ad and the speed of the callback decide it.
An entry fee decision made by people who research thoroughly. Presales campaigns and depositor nurture run on a different clock entirely.
What runs the census funnel
The category
$151.6M was spent advertising senior living in the twelve months to July 2025, up 7.7%. Two facts inside that number explain most of the opportunity.
62%
Print alone takes 36%, TV another 24%. Search gets 15%. Digital grew 24% year over year while traditional shrank 1%, so the shift is underway, but the category is still buying newspaper space to reach an adult daughter who is researching on her phone at 11pm.
#1
Not an operator. The biggest spender in the category is the middleman that then sells those families back to you at 50 to 100% of first month's rent. Every dollar it spends makes your own demand more expensive to acquire.
Operator FAQ
It depends entirely on the care type, which is why a single blended number is misleading. Published 2026 benchmarks put independent living at $40 to $120 per lead, assisted living at $60 to $150, CCRC at $70 to $180, and memory care at $80 to $200. A figure far below the range for your care type usually signals lead quality problems rather than efficiency.
Cost per move-in runs roughly $1,800 to $3,200 for independent living, $2,600 to $4,500 for assisted living, $2,400 to $4,000 for CCRC, and $3,500 to $6,000 for memory care. Memory care costs the most to fill and converts the fastest, which is why the two care types cannot share a budget model.
No. They are different buyers on different clocks. Independent living is sold to the resident over six to eighteen months and rewards brand and content. Memory care is sold to an adult child in days to weeks, usually in a crisis, and rewards search presence and speed of response.
They fill units, but they are also the largest advertiser in the category, and they resell those families to you at 50 to 100% of first month's rent. Every dollar an aggregator spends makes your own demand more expensive to acquire, so the question is what share of your census you are willing to rent rather than own.
Get a free audit
Tell us about your community. We'll pull your current paid, organic, and reputation data and benchmark it against our 100+ community dataset. You keep the readout either way.
Four questions. One business day.