How to Fill Assisted Living Beds Without Placement Agents: The Power of Strategic Influencer Marketing

If you're looking to keep your assisted living facility consistently full and build a waitlist before you even have your license, you're in the right place. Many new assisted living operators struggle to fill their beds, relying on placement agents that don't always deliver results. However, there's a more effective strategy—one that has worked wonders for our facility. Let's dive into how you can use influencer marketing in the assisted living space to build relationships and grow your facility without depending on placement agents.

Why Traditional Placement Agents Might Not Work
When we first entered the assisted living business, we were told by our coach to use placement agents. These agents typically charge a hefty referral fee, equivalent to a month's rent, for bringing in residents. On paper, it sounds like a good deal—just pay them, and they'll handle the rest. But in reality, it wasn’t that simple.

We noticed other operators around us going months without filling a single bed, even with placement agents. The promise of getting "two residents per month" just wasn't panning out. That's when we realized we needed a better strategy, one that put us in control of our marketing and gave us consistent results. Instead of relying solely on placement agents, we developed a foolproof marketing system that keeps our facility full year-round.

The Strategic 20: Influencer Marketing in Assisted Living
You might be wondering, “How can influencer marketing, which is so prevalent in industries like fashion, jewelry, and even alcohol, work for assisted living?” The answer is simple—relationships.

Influencer marketing isn't limited to social media stars with millions of followers. In the senior living space, influencers are people who already have access to your ideal clients, like hospice nurses, independent living managers, and financial professionals who specialize in senior care. These professionals are in contact with families daily, and their recommendations carry significant weight.

Our strategy, called the "Strategic 20," involves building relationships with 20 key influencers in our community. These professionals not only have the trust of the families they work with but also the authority to recommend our facility. By nurturing these relationships, we’ve created a network that consistently refers residents to us, even before we had our license.

Why This Strategy Works
Instead of marketing directly to every individual family (a one-to-one strategy), we focus on building relationships with professionals who can refer multiple families to us over time (a one-to-many strategy). This approach has allowed us to:
Build a Strong Waitlist: Before we even opened our doors, we had 12 out of 16 beds filled with non-refundable deposits, and we’ve maintained a waitlist ever since.
Consistently Generate Leads: By partnering with key influencers in the senior care industry, we’ve secured a steady stream of new leads, tours, and waitlist additions every week—without spending a dime on paid ads.
Gain Authority Through Trusted Referrals: When a hospice nurse or elder care attorney recommends your facility, their words carry immense weight. Families trust their judgment and are more likely to move forward with your services.

How to Find and Build Relationships with Influencers
So, who are these influencers, and how do you connect with them? Here’s where to start:
Hospice Nurses: These professionals are on the front lines of senior care. They see firsthand which facilities provide the best care and have the best reputations.
Home Health Companies: Their clients are often in need of additional care services, and their recommendations are trusted by families.
Senior Care Attorneys & Financial Advisors: Families seeking legal or financial guidance for elder care are likely to trust these professionals’ recommendations.
Rehab and Independent Living Managers: Many seniors transition from independent living or rehab centers to assisted living, and these managers are in a perfect position to recommend your facility.

Once you’ve identified your influencers, the next step is to build genuine relationships. Here’s how we did it:
Offer Value First: We approached these professionals with the mindset of offering value. For instance, we provided them with resources for their clients, shared our heart and vision, and made sure they knew we were a reliable, high-quality option.
Equip Them with Marketing Materials: We provided our influencers with digital versions of our brochures, virtual tours, and other materials they could easily share with families.
Stay in Touch: Building relationships is an ongoing process. We make it a point to stay in regular contact with our influencers, ensuring we remain top-of-mind when they have a family in need of assisted living care.

Implementing the Strategy Before You Even Open
You don’t have to wait until your facility is fully operational to start building your waitlist. We implemented this strategy while our building was still under construction. During that time, we didn't have finished rooms or even drywall, but what we did have was our passion and vision.
We brought families and influencers into our under-construction building and shared our heart for providing exceptional care. This emotional connection, combined with the promise of top-notch service, was enough to get families on board—before we even had our license.

Conclusion
Filling your assisted living facility doesn’t have to be a struggle. By using the influencer marketing strategy, you can consistently generate leads, build a waitlist, and keep your beds full—all without spending money on expensive placement agents or paid ads. Focus on building relationships with the right people, and your facility will thrive, just as ours has.

If you're ready to take your assisted living marketing to the next level, start implementing the Strategic 20 today, and watch your facility fill up with satisfied residents.