Which platforms actually matter?
Facebook, by a distance, for adult children. Instagram helps with recruiting and younger family members. LinkedIn matters for professional referral sources and hiring, and almost nowhere else.
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Proof
Community life as content.
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.
This service, measured
2 audiences
families and future staff, watching the same feed
- Ad spend managed
- $30M+
- Communities served
- 100+
- Avg 90-day tour lift
- +47%
- Peak ROAS
- 28×
Where it works
Social Media Management does its work here.
The leak
Three reasons this is underperforming.
Most community social accounts are a stock photo and a holiday greeting. A family who has just seen your ad goes to your Facebook page, finds three posts from last year, and quietly removes you from the list.
- Reason 1
The page has three posts from last year, and a family checks it right after clicking your ad.
- Reason 2
Content stalls because nobody owns collection, not because nobody can write.
- Reason 3
Prospective caregivers judge you on the same feed, and it is telling them nothing.
End to end
How we run it.
In this order, on every engagement.
- 01
Capture built into the community
A simple system so activities staff can send photos from their phones without it becoming another job. The content problem is almost always a collection problem.
- 02
Two audiences, one feed
Families are looking for warmth and evidence of real life. Prospective caregivers are looking at how you treat your staff. Both are reading the same page, and the calendar accounts for both.
- 03
Consent handled properly
Resident media releases tracked and respected, including for residents whose capacity to consent has changed. This protects the community as much as the resident.
- 04
Responses, not just posts
Comments and messages answered. An unanswered question on a public post is visible to everyone considering you.
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.
Who creates the content?
We do, from what your community sends. The best-performing posts are always the ones an activities director took on a phone, not the ones a photographer staged.
How do we handle resident privacy?
Nothing is published without a current media release on file. We track them per resident and flag when one needs renewing or when capacity has changed.
Pairs well with
Rarely bought on its own.
Reputation & Local Listings
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.
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.
Programmatic
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.
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 Social Media Management.
Social
How Often Should a Senior Living Community Post on Social Media?
Our recommended posting cadence for senior living communities on Facebook, Instagram, LinkedIn and YouTube, with the consent rules that come before volume.
Recruitment
How to Recruit Healthcare Staff With Social Media
A digital marketing company can be invaluable when recruiting healthcare staff with social media. There is no denying that digital channels have become an important recruitment tool for businesses, and this applies just as much to the health sector. According to Best Writing, 93% of all online inter
Reputation
Reputation is Everything: How Senior Living Communities Can Build Trust & Thrive
In today’s digital world, reputation management is one of the most critical factors for senior living communities. Families researching options for their loved ones turn to online reviews, testimonials, and social media to assess the credibility of a community. A strong online reputation not only bo
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