Awareness
Stay in front of the family through the whole deliberation.
Adult children compare four or five communities over weeks or months. Retargeting and connected TV placements on Hulu, Roku, and YouTube TV keep you present through every step of that comparison, not just the moment they clicked.
- $30M+ Ad spend managed
- 100+ Communities served
- +47% Avg 90-day tour lift
- 28× Peak ROAS
The leak
Three reasons this is underperforming.
Search captures the family at the moment of intent and then loses them. The decision takes months, involves siblings, and happens mostly off your website. Without a presence during that stretch, the community that stays visible wins on familiarity alone.
- 01
Search captures the family at the moment of intent, then loses them for the months the decision actually takes.
- 02
The comparison happens across four or five communities and almost entirely off your website.
- 03
Without presence during deliberation, the most familiar name wins by default.
End to end
How we run it.
Retargeting built on real intent
Segmented by what they actually viewed. Someone who read the memory care page gets memory care creative, not a generic brand spot.
Connected TV where the family watches
Hulu, Roku, and YouTube TV reach the adult children doing the research, in the living room, with sound and full attention.
Geofenced to the catchment
Tight radius targeting around each community, plus competitor and hospital discharge geofencing where it is appropriate and permitted.
Frequency that persuades without irritating
Capped and monitored. In a category this sensitive, over-serving a grieving family is a brand problem, not a reach win.
What you get
- Audience build and segmentation
- OTT/CTV placement across major streaming platforms
- Display and video retargeting
- Geofencing by community catchment
- Creative production for video and display
- View-through and assisted-conversion reporting
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.
Does connected TV actually drive move-ins?
Rarely as a last click, and that is the wrong way to judge it. It shows up as higher branded search volume, better conversion rates on paid search, and shorter time from inquiry to tour.
What is the minimum budget worth running?
Below roughly $2,000 a month per market the frequency is too thin to change anything. It is better to concentrate spend on one market than spread it across four.
Is hospital geofencing allowed?
It depends on the platform and the jurisdiction, and the rules have tightened. We will tell you plainly what is available in your market rather than quietly running something that creates exposure.
Pairs well with
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.
Social Media Management
Resident stories, staff spotlights, and event coverage published on a real calendar. This is the proof families look for after they click the ad, and the thing prospective caregivers check before they apply.
SEO & Content
Organic search produces the lowest cost per move-in of any channel measured, and it compounds. We build the long-tail visibility that captures families searching for care in your market, and structure it so AI answer engines can quote you.
Get a free audit
Ready to see your numbers?
Tell us about your community. We'll pull your current paid, organic, and reputation data and walk you through what we'd change in the first 90 days. No deck. No sales pitch. Just numbers.
Request a free audit
Four questions. One business day.