For independent assisted living and senior living communities
Assisted living marketing software for assisted living facilities and senior living marketing
AiMarketer runs the marketing a community's sales director never has hours for: local search ads for families comparing communities tonight, Meta ads built inside the housing ad rules, a nurture series for families not ready to tour, and monthly updates to discharge planners. Every piece is written in your community's voice, checked against Fair Housing wording, and launched only after you approve.
The agent drafts a real starter campaign for your business: the angle, three ads, a five-post calendar and a budget split. One free run, about 30 seconds.
You have had your free run here. Create your account and the agent writes you a full 90-day marketing plan for your business.
Campaign for . Describe your own business above to run yours.
Campaign angle & audience
Ready-to-run ads
Suggested budget split
First week of content
This is a live generated draft. Want AiMarketer to actually launch and optimize it for you? Describe your business above to run this on yours, or have AiMarketer launch and optimize the campaign for you. You have had your free run on your own business. Create your account and the agent writes you a full 90-day marketing plan for it.
No card required for the demo. Nothing goes live without your approval, and every approved ad and email is logged.
The short answer
Assisted living marketing software comes in three kinds. A senior living CRM such as WelcomeHome tracks leads and tours for $550 to $700 per community a month. Referral services charge per move-in, usually tied to the first month of rent. An AI marketing agent writes and launches the ads, emails and referral partner updates that create the leads, for $49 to $499 a month.
The economics are generous. CareScout's 2025 survey puts the US median for assisted living at $6,200 a month, and NIC MAP reports assisted living occupancy at 88.4 percent in the second quarter of 2026. A community with 80 apartments at that rate has about nine empty, and each one filled is worth roughly $74,400 a year.
Prices were read on each vendor's own US page in October 2026. Vendors that only quote are named without a number.
One apartment filled, at the US median
$74,400
a year in rent and care, $6,200 a month (CareScout 2025)
Bars compare cost, not results. The referral fee is an illustration at one month of the median, the lead cost is LocaliQ's 2025 benchmark for assisted living and elder care search ads, and the totals are our arithmetic.
What assisted living marketing costs a month
Five ways a US senior living community pays to fill apartments. They do different jobs, and most communities use two or three at once: a CRM to track every family, their own ads to create inquiries, and referral services as a top-up when occupancy dips. Ad spend is always on top.
Senior living CRM
WelcomeHome
$550 to $700
Per community a month. Core $550, Enhanced $700 with five call tracking lines, $10 per extra line.
Operations suites with CRM
Aline, Eldermark, Yardi, ALIS
Quote only
Sales, marketing automation and care platforms priced on a demo. Sherpa now redirects to Aline.
Referral services
A Place for Mom, Caring.com
Per move-in
No published fee. Typically tied to the first month of rent and care, about $6,200 at the median.
Senior living agencies
GlynnDevins, Senior Living Smart
Quote only
Strategy, creative and media. General agency retainers are reported at $2,500 to $10,000 or more a month.
AI marketing agent
AiMarketer
$49 to $499
A month. Writes and launches search ads, Meta housing ads, family nurture emails and referral partner updates after you approve.
$6.30
Average cost per click for assisted living, elder and home care search ads, up 32 percent in a year, from LocaliQ's benchmark of 3,542 US campaigns.
5.51%
Share of those clicks that became a lead. About one family in eighteen who clicks fills in a form or calls, so the landing page carries as much weight as the ad.
$74.44
Average cost per lead in the same benchmark. A lead is an inquiry, not a tour and not a move-in, so track all three.
Senior living digital marketing under the housing ad rules
A community is housing, and US ad platforms treat it that way. On Meta, community ads usually run in the Housing special ad category. On Google, housing ads in the US cannot target by age, gender, marital or parental status, and cannot use ZIP codes. The instinct to aim ads at people 75 and older, or their children in three ZIP codes, is exactly what the platforms block.
So the copy does the targeting. The agent writes ads that speak to the situation a family is in, such as a parent coming home from the hospital or a move closer to family, and builds the campaign inside the limits below, so an ad is not rejected after launch or quietly delivered to the wrong people.
Meta, Housing category
- Age
- Fixed at 18 to 65 and up
- Gender
- Cannot be chosen
- Location
- Radius of 15 miles or more
- ZIP codes
- Not available
- Lookalikes
- Not available
Google, US housing ads
- Age
- Not used for targeting
- Gender
- Not used for targeting
- Parental status
- Not used for targeting
- ZIP codes
- Not available
- Radius
- Allowed, 1 km minimum
From Meta's special ad category documentation and Google's personalized advertising policy, read October 2026.
Marketing for assisted living facilities that it runs for you
Tell it once about your community: levels of care you are licensed for, apartment types and starting rates, the towns families come from, tour hours, events and the words you never use. Every draft starts from that brief, so a memory care ad never goes out from a community without the license for it.
Local search ads
Ads on "assisted living near me", "memory care" where you are licensed, and your town names, pointing at a page with care levels, rates and a tour button.
Meta ads for adult children
Housing category campaigns within a 15 mile radius or more, with copy about the moment families are in rather than an age they cannot target.
Family nurture emails
For families who toured or inquired but are not ready: what care costs, how to pay for it, what to ask on a second visit, spaced over several weeks.
Referral partner updates
A short monthly note for discharge planners, case managers and elder law attorneys: openings, respite stays and care levels this month.
Event and open house promotion
Lunch and learn sessions, caregiver support evenings and open houses, promoted by email, social and search in the weeks before.
Review requests
One message to families after the first month, with nothing offered in return for a good rating, as the FTC review rule requires.
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1
It drafts
The month's ads, emails and posts, each with audience, budget and dates.
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2
You approve
Edit a line or approve it. Approved work goes out through the accounts you connect.
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3
It reports
Every Monday: spend, inquiries, tours booked and what it changed.
Five lines an assisted living ad should never carry
Senior living ads sit under fair housing law, state licensing and the FTC at the same time. These phrases cause trouble most often. Each is stored as a blocked claim, so a draft that uses it never reaches you, and the right column shows what it writes instead.
Perfect for active, independent seniors
Apartments with chef-prepared meals and help with daily living when you need it
Fair Housing Act, 24 CFR 100.75: no preference by handicap
Memory care community
Only with the license or endorsement your state requires
Texas H&S Code 247.029, Oregon OAR 411-057-0130
An adult community
A community for residents 55 and older, if you meet the 80 percent rule
Housing for Older Persons Act, 24 CFR 100.305 and 100.306
Medicare covers your stay
Private pay, long-term care insurance and VA benefits accepted
Medicare does not pay for custodial care alone
Rated 5 stars by families, from chosen reviews
Your real Google rating with the review count
FTC rule on reviews and testimonials, 16 CFR Part 465
Words and photos both count
The Fair Housing rule on ads, 24 CFR 100.75, covers words, phrases, photographs, illustrations and symbols. A campaign that only ever shows one kind of resident can signal a preference as clearly as a sentence.
55 and older is earned, not claimed
To advertise as 55+ housing, at least 80 percent of occupied units need a resident aged 55 or older, and your advertising is part of the evidence. HUD's rule says phrases like "adult living" alone are not enough.
Memory care needs the license first
Texas requires an Alzheimer's classification to advertise that care, Oregon an endorsement before using the words memory care, and North Carolina a special care unit license. Washington adds certification from July 2026.
A planning summary, not legal advice. Your state's assisted living rules and your own counsel come first.
Who assisted living marketing software like this fits
Independent communities
One building, an executive director and a sales director who also give the tours, and no marketing staff.
Communities leaning on referral fees
Paying a month of rent per move-in and wanting their own search ads and nurture emails to carry more of the load.
Small operators with several sites
Two to fifteen communities, each with its own care levels, rates, area and approver.
Communities in lease-up
A new building or wing where every week of empty apartments costs, and the campaign calendar has to run every week.
Independent living and memory care communities use it the same way. Home care agencies selling to the same families have their own page, home care marketing software, with caregiver recruiting built in.
Which plan
Starter at $49 a month runs one community on one channel, usually search ads or the family nurture emails. Growth at $149 runs search, Meta, email and referral partner updates together with budget optimization, which is where a single community should start. Scale at $499 covers up to 15 communities, each with its own approver.
What we are not: a senior living CRM, a referral service or a lead seller. Keep the CRM you track tours in. The agent works through the ad, email and social accounts you connect.
AI marketing agent
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Questions about assisted living marketing
How do you market an assisted living facility?
You market an assisted living facility to the adult children who choose it as much as to the future resident. The core is a Google Business Profile with steady reviews, search ads on care and location terms, a fast reply to every inquiry, tours booked within days, a nurture email series for families who are not ready, and regular contact with hospital discharge planners and referral partners.
What is the best way to market assisted living facilities?
The best way is the mix that turns inquiries into tours at a cost you can carry. For most communities that means local search ads, a well kept Google profile, a follow-up sequence for every lead and referral partner outreach, with referral services as a top-up. Measure cost per tour and per move-in, because a $74 lead and a $6,200 referral fee are not the same purchase.
How much should an assisted living facility spend on marketing?
Work back from a move-in. With the US median at $6,200 a month for assisted living, one resident is worth about $74,400 a year in revenue, so even a few thousand dollars a month in marketing pays if it fills one apartment a quarter. Most sample plans suggest 5 to 10 percent of revenue, a rule of thumb rather than a measured benchmark.
How much does a senior living marketing agency cost?
Senior living marketing agencies do not publish prices. GlynnDevins, Senior Living Smart and the other specialists quote after a call. General marketing agency retainers are commonly reported at $2,500 to $10,000 a month or more, before ad spend. Ask any agency for the fee, the term, who owns the ad accounts and how they report cost per move-in.
How much does senior living CRM software cost?
WelcomeHome is the only senior living CRM we found with public prices: $550 per community a month for Core and $700 for Enhanced, which adds call tracking with five lines. Aline, Enquire, Eldermark, Yardi and ALIS quote only. A CRM tracks leads and tours. It does not write the ads or emails that bring the leads in.
Can assisted living communities advertise on Facebook?
Yes, but community ads usually run under Meta's Housing special ad category. That means ages fixed at 18 to 65 and up, no gender targeting, no ZIP code targeting, a radius of at least 15 miles and no lookalike audiences. Ads reach adult children by place and interest, so the copy has to do the work targeting no longer can.
How much do assisted living referral services charge?
A Place for Mom, Caring.com and similar services do not publish fees. They are typically paid per move-in, often tied to the first month of rent and care. Arizona requires the fee to be disclosed as a dollar amount or a percentage of the first month's rent. At the $6,200 median, a fee of one month would be about $6,200 per move-in.
Related reading
Pricing search ads for your community? Google Ads management cost lays out the three ways to pay, and AI for Google Ads covers what Google's automation decides on its own. Weighing bought inquiries against your own campaigns, home care leads cost works out the price per signed client from referral sites. For the email side, marketing automation software compares the senders you might already own.