Why Secret Shopping is Crucial for Your Assisted Living Business
When it comes to starting an assisted living facility, research is everything. While online statistics and market trends are useful, nothing beats hands-on, in-person research. This is where secret shopping comes in—an essential step to understanding your competition, pricing strategies, and market demand.

In this guide, we’ll break down how to effectively secret shop assisted living facilities, what to look for, and how to use this information to build a thriving senior living business.

Step 1: Start with Online Research
Before visiting locations in person, start with online research to:

Identify the best locations based on retirement populations and market demand
Research competitor facilities in your target area
Look at pricing models and services offered
Gather reviews and testimonials to spot strengths and weaknesses
However, online data only tells part of the story—real success comes from seeing it for yourself.

Step 2: Visit Your Competitors – The Power of Secret Shopping
Secret shopping means visiting assisted living facilities in your target area under the guise of a potential customer. This allows you to experience their sales process, pricing structure, and overall quality firsthand.

How to Secret Shop Like a Pro
✅ Plan Your Visits: Create a list of at least 10-20 facilities and map them for efficient visits.
✅ Pose as a Customer: Call ahead or walk in, asking for a tour as if you’re looking for a loved one.
✅ Observe Everything: Take note of pricing, occupancy rates, staff interactions, amenities, and cleanliness.
✅ Ask Key Questions:

What are the room options? (Private vs. shared)
What are the price points? (Assisted living vs. memory care)
What’s included in monthly fees?
Do they have a waitlist or vacancies?
✅ Record Your Findings: After each visit, document your insights, including:

What’s working well?
What are the major red flags?
What pricing structures are successful?

Step 3: Identify Winning Strategies & Pitfalls to Avoid
The goal is to learn from the competition’s successes and failures. Here’s what to analyze:

Winning Factors in a Successful Assisted Living Facility
✔️ Premium pricing for high-quality amenities (private rooms, en-suite bathrooms, chef-prepared meals)
✔️ Strong demand with waitlists (indicating a thriving market)
✔️ A well-trained, friendly sales team ready to give tours anytime
✔️ Memory care offerings, which often bring in higher revenue per resident

Common Pitfalls Leading to Business Struggles
❌ Low occupancy rates due to poor location or high competition
❌ Pricing too low or too high compared to competitors
❌ Dated or unappealing facilities
❌ Lack of staff engagement and poor customer experience

Your secret shopping insights will guide you in choosing the best location, pricing structure, and service offerings.

Step 4: Use Data to Build a Solid Business Plan
Once you’ve completed your secret shopping research, you’ll have:
✅ A clear understanding of pricing in your market
✅ A list of amenities that attract high-paying residents
✅ Knowledge of what works and what doesn’t in senior living
✅ Insights to craft a competitive advantage

This data will help you choose the right property, set profitable pricing, and position your assisted living facility for long-term success.

What’s Next? Securing the Right Location
Now that you understand the competition, the next step is securing a zoned property for your assisted living facility. In our next guide, we’ll discuss zoning laws, city regulations, and how to avoid common legal pitfalls.

​🚀 Start your journey to assisted living success today!