Building Relationships for Success in Assisted Living Marketing

When starting an assisted living business, timing and relationships are everything. Marketing plays a critical role, but it’s not just about advertising to potential residents and their families—it's about forging industry relationships early. These connections form the backbone of a successful marketing strategy and ensure your facility is fully booked from day one.

The Importance of Early Marketing
One common question is, "When should I start marketing my assisted living home?" The answer: as soon as your permits are secured and your deal is unassailable. Starting too early can backfire—curious neighbors or city officials may raise unnecessary objections, jeopardizing your progress. But once your permits are finalized and construction begins, it’s time to go all in on marketing.

Delaying marketing until construction is complete often leads to months of unprofitability. In contrast, early efforts can result in a waitlist of residents eager to move in as soon as your doors open.

The Role of Industry Relationships
The secret to successful early marketing lies in building relationships within the senior care ecosystem. Here’s why:

Tight-knit Networks
Senior care professionals—hospice nurses, home health workers, rehab coordinators, and facility managers—operate in a closely connected community. They frequently collaborate, refer clients, and share information about available services.

Referrals Drive Admissions
These professionals are key referral sources. A hospice nurse or home health worker often guides families through care transitions, such as moving a loved one from independent living to assisted living. Establishing rapport with these individuals ensures your facility is top-of-mind when a need arises.

Strategic Introductions
Once you connect with a few industry players, they can introduce you to others. For example, hospice companies often employ marketers whose sole job is to network with facilities like yours. These introductions can exponentially grow your connections.

Building These Relationships

Start Networking Immediately
Allocate time to attend industry events, networking meetings, or conferences. Block off a few hours each week to meet professionals in hospice care, home health, or rehab services.

Leverage Coffee Meetings and Walkthroughs
Invite professionals to tour your facility or meet for coffee. They’ll appreciate the opportunity to learn about your services, especially since their clients may one day benefit.

Hire Strategically
Consider bringing on a manager with existing local connections, even before your facility is operational. Their network can fast-track relationship-building and provide a head start in referrals.

Be Proactive and Consistent
Relationships take time to nurture. Consistently show up at events, follow up with contacts, and demonstrate your commitment to quality care.

The Payoff
By prioritizing these relationships early, you’re not just filling rooms—you’re creating a foundation for long-term success. Professionals who trust you will continue to refer clients, even as your business grows.

Remember, the goal is to open your doors with a waitlist. This ensures profitability from day one, establishes your reputation, and sets your facility apart in a competitive market.

​So, start now. Build those relationships. They are the key to thriving in the assisted living industry.