Fill occupancy with families who found you themselves, not through a referral fee.

Because a referral-site move-in typically costs you the first month's rent, sometimes more, and you don't own the relationship until the family is in the building. Families who find you directly cost a fraction of that and are already sold on your community, not on a list. We don't tell operators to drop the referral sites on day one. We build the direct pipeline next to them, show both in the portal with cost per move-in side by side, and let the numbers decide how much you keep paying.

For assisted living and memory care it is overwhelmingly the adult child, usually a daughter, usually between 45 and 65, usually at night after a fall, a hospital stay or a hard holiday visit. Campaigns, landing pages and the tour booking flow are written for her: what the community is like, what it costs, whether Mom will be safe, and how fast she can see it. Independent living skews more toward the senior couple themselves, and we adjust for that.

The inquiry form captures care level, timeline and the relationship to the resident, then routes to the community's on-duty sales director with the 15-minute clock running. Tour requests get same-day confirmation by text. The portal tracks inquiry, tour scheduled, tour completed, deposit and move-in, per community, so you see cost per tour and cost per move-in instead of cost per lead. We integrate with the CRMs the industry uses (Sherpa, Enquire, Yardi Senior CRM, WelcomeHome) or run alongside them.

One Google Business Profile per community, categorized correctly (assisted living facility, memory care, retirement community matter for which searches you show up in). A page per community and per care level, because 'memory care in Mesa' and 'assisted living in Mesa' are different searches by different families. Budgets follow occupancy: a community at 97% doesn't need the same spend as one at 82%, and the portal makes that visible.

More than for any other vertical we work in. The adult child is handing her mother to strangers. She reads every review, and she reads the one-star reviews first. We run review requests after move-in, after the 30-day family check-in and at milestones, routed to the right community profile, with response drafts the executive director can approve. Below 4.7 stars, families tour somewhere else.

Retainers are scoped by Google Business Profile location: $1,500 a month for one community (SEO, reviews, portal, no ads), $3,500 for two to four communities with Google Search Ads up to $10k a month in managed spend, and $5,000 and up for five to ten. Ad spend is billed to you directly by Google. Month to month. Full details on the pricing page. For reference, that Growth retainer is less than one referral-site placement fee at most communities.

Less than in clinical settings, but the family is sharing health details about a parent on your inquiry form, and some communities are licensed providers. We treat the intake data as sensitive by default: no health details in ad platforms, a BAA available on request, and call recording consent where state law requires it.

Yes, when the agency has an intake coordinator and the same decision-maker: the adult child researching care for a parent. The search terms differ ('home care for elderly parent', 'in-home caregiver [city]') and the lifetime value is lower per client, so the budget and the math are scoped accordingly. We'll tell you honestly whether the numbers work before you spend.