Problems we solve · Home health & senior living · Irvine, California
Home care and senior living marketing that reaches the daughter deciding
People search this as: “home care marketing”, “home care marketing ideas”, “senior living marketing”, “assisted living marketing ideas”.
Sound familiar?
An assisted living community in Laguna Hills has excellent staff and a website that says 'vibrant senior living' over a photo of a couple on a golf course. That's the marketing content. A 54-year-old in Irvine whose mother fell last week is searching 'assisted living near me cost' at midnight. She wants staffing ratios, prices, what happens after a fall, and how a move works. The site answers none of it.
The right people rarely find the community. The Google listing has nine reviews. The daughter fills out a form on Sunday night; someone calls Tuesday. By then she's toured two places that answered Monday morning. Nothing on the site made her curious about this one. The discharge planners at the hospital, who send the best placements, haven't heard from anyone here since spring.
After a tour, silence. The decision takes weeks, and the community that sent a short, useful note each week got the move-in. Reviews from families are never requested. Nobody can say which search, referral or ad produced last year's residents. Every quarter the census is a fresh worry. The care was never the problem. The pipeline was, because there wasn't one.
Example
What this sounds like when it works.
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Med spa owner
Aesthetics · Orange County
The pain points
Where the pipeline is broken today.
- 01
The site is a brochure for the resident. The buyer is the daughter, and it answers none of her questions.
- 02
The daughter searching at midnight finds a listing with nine reviews, and the hospital's discharge planners haven't heard from you.
- 03
Nothing makes her curious about this community over the other two tabs.
- 04
The form waits for a callback; she toured the places that answered Monday.
- 05
After the tour, silence for the weeks the decision takes.
- 06
Reviews from families unasked; referral partners unemailed since spring.
- 07
Every quarter's census is a fresh worry and nobody knows what produced last year's move-ins.
The solution: our marketing pipeline
The same seven-step pipeline, built for this problem.
Questions people search
Answered plainly.
- Who are we actually marketing to?
- The adult child, usually a daughter in her fifties, deciding for a parent. Everything is written for her questions and her hours, which are late.
- Do you do referral-partner outreach?
- Yes. Discharge planners, social workers and geriatric care managers get a short, useful update every month, automatically, and a person follows up on the replies.
- How long does the follow-up run?
- Six weeks by default, one note a week, each answering the next question a family has. It stops when they book a tour or ask it to.
- Is any of this appropriate for memory care?
- Yes, with more care in the words. Families deciding on memory care need honesty about what changes and what doesn't.
- What does it cost?
- A flat monthly fee, with ad budget separate and yours. Many communities start with pages, the Google listing and the referral cadence before paid search.
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