Trust
Stars decide the shortlist before you ever get a call.
Families compare four or five communities before contacting any of them, and they do it by reading reviews. Active review generation, fast responses, and clean listings across Google, Yelp, and Caring.com are what get you onto the list.
- $30M+ Ad spend managed
- 100+ Communities served
- +47% Avg 90-day tour lift
- 28× Peak ROAS
The leak
Three reasons this is underperforming.
One angry review from an adult child in a difficult moment can outweigh fifty quiet successes, because the happy families never think to post. Most communities respond late, respond defensively, or do not respond at all, and every one of those is visible to the next family reading.
- 01
Happy families never think to post, so the review profile is written by the unhappy minority.
- 02
Responses arrive late or defensive, and prospective families read the responses more closely than the reviews.
- 03
Name, hours, and care types disagree across Google, Yelp, and the aggregators, which suppresses local rankings.
End to end
How we run it.
Systematic review generation
Requests triggered at the right moments in the resident and family journey, so the review volume reflects the actual experience rather than only the complaints.
Response inside 48 hours
Every review, positive and negative, gets a response written in the community's voice. Prospective families read the responses more carefully than the reviews.
Listing accuracy at scale
Name, address, phone, hours, care types, and photos consistent across Google, Yelp, Caring.com, APFM, and the aggregators. Inconsistency suppresses local rankings.
Negative review protocol
A defined process for what gets a public response, what moves to a private channel, and what genuinely warrants escalation to operations.
What you get
- Review generation across every community
- Response management with a 48-hour standard
- Google Business Profile and directory optimisation
- Photo and content refresh across listings
- Sentiment reporting by community
- Negative review escalation protocol
The stack
What we actually run this on.
Named, not hidden behind "proprietary technology". These are the tools, they are set up in your name, and you keep them.
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.
Can you remove bad reviews?
Only reviews that violate a platform's policy can be removed, and most cannot. The workable strategy is generating enough genuine positive volume that one bad experience does not define the profile, and responding well enough that readers see how you handle problems.
How many reviews do we need?
Volume and recency matter more than a perfect score. A 4.4 with ninety recent reviews outperforms a 5.0 with six, because families read the 5.0 as unrepresentative.
Should staff ask families for reviews?
Yes, and it works better than any automated request, provided it is asked at a natural moment rather than at move-in. We build the prompts and the timing into the process.
Pairs well with
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.
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.
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.
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.