Which CRMs do you work with?
The common senior living platforms plus the general-purpose ones: Sherpa, Enquire, WelcomeHome, HubSpot, ActiveCampaign, and Salesforce. If it has an API, it can be wired to the dashboard.
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Nurture
Most of your pipeline is already in the CRM.
Senior living has one of the longest and most emotional sales cycles in any industry. Trigger-based sequences keep you present through months of deliberation, and reactivate the inquiries your sales team stopped calling.
This service, measured
$800-2,000
cost per move-in from email and nurture
- Ad spend managed
- $30M+
- Communities served
- 100+
- Avg 90-day tour lift
- +47%
- Peak ROAS
- 28×
Where it works
Marketing Automation does its work here.
The leak
Three reasons this is underperforming.
A family inquires, takes a tour, and then goes quiet because a parent is not ready. Six months later they choose a competitor who stayed in touch. Meanwhile the CRM holds hundreds of inquiries that were never worked past the third call attempt.
- Reason 1
First response takes hours or days, and lead-to-tour conversion falls off a cliff after five minutes.
- Reason 2
Inquiries that were not ready get abandoned after three call attempts and never touched again.
- Reason 3
One generic drip goes to everyone, so nothing lands for anyone.
End to end
How we run it.
In this order, on every engagement.
- 01
Speed to lead first
Cutting first response from 24 hours to under five minutes produces an immediate, measurable lift in lead-to-tour conversion. Nothing else in automation matters as much.
- 02
Stage-aware sequences
Someone who has toured needs different messages from someone who downloaded a pricing sheet. Sequences branch on behaviour and CRM stage, not on a single generic drip.
- 03
Dormant lead reactivation
A structured campaign against inquiries older than 90 days, using new testimonials, pricing updates, and low-pressure offers. This is usually the fastest revenue in the whole engagement because the pipeline already exists.
- 04
Sales team handoff that works
Alerts, task creation, and lead scoring so the counsellor knows who to call and why, rather than working a list top to bottom.
Generalist agencies vs. Inertia
The difference is the starting line.
A generalist agency
- Learns senior living on your budget
- One account for every community
- Reports on impressions and engagement
- Percentage of media spend
- Annual contract, then a renewal conversation
Inertia
- Knows IL, AL, MC, and CCRC dynamics on day one
- Campaign per community, budgeted to occupancy
- Reports on cost per move-in and cost per hire
- Flat monthly fee
- 90-day initial period, no long-term lock-in
Operator FAQ
The questions we actually get asked.
Will this replace our sales counsellors?
No. It removes the follow-up they never had time for and tells them which conversations are worth having today. The close still happens on a call and a tour.
How far back should we reactivate?
Eighteen to twenty-four months is usually productive in senior living, because the trigger event that makes a family ready is outside their control and can arrive long after the first inquiry.
Pairs well with
Rarely bought on its own.
Google & Meta Ads
We have placed more than $30M in senior living ad spend across 100+ communities. Search, Display, YouTube, and Meta, structured around the way families actually shop for care and built at the community level, because a 40-unit memory care building and a 200-unit CCRC do not share a keyword list, a budget, or a buyer.
Email Marketing
Newsletters, family updates, and prospect nurture that people actually open. Email produces the lowest cost per lead of any channel measured, and it is the one audience no platform can take away from you.
Real-Time Dashboards
One view across ads, organic, automation, calls, and CRM. Your executive director, your CFO, and your regional all see the same data at the same time, and nobody waits until Friday for a slide deck.
Across the portfolio
Same service, four different problems.
What this looks like depends entirely on the building. Memory care costs roughly twice what independent living does to fill, and runs on a cycle measured in days rather than months.
Further reading
More on Marketing Automation.
Automation
How to Re-Engage Dormant Senior Living Leads with Marketing Automation
Families who inquired and went quiet are the cheapest move-ins in your CRM. Here is how to re-engage them with automation, and the consent rules to follow.
Automation
Marketing Automation for Senior Living: The Workflows That Book Tours
Marketing automation for senior living, made concrete: CRM integration, speed-to-lead alerts, inquiry, post-tour and lost-lead workflows, and texting consent.
Strategy
Independent Living Marketing: How to Win a Decision That Takes a Year
Independent living marketing means selling a lifestyle choice over many months. How to handle messaging, pricing, events, waitlists and long nurture well.
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