The Power of Strategic Marketing in Assisted Living: How We Stay Full with a Waitlist

Welcome back to Assisted Living Investing with your host, Brett Chotkevys!

Today, I want to share insights into how our marketing strategy has been the cornerstone of our success. It’s the reason we enjoy financial freedom, stability, and a fully occupied facility with a waitlist of 62 eager prospects.

Why Marketing Is Our Foundation
Our marketing efforts ensure that every month, our beds are full. Thanks to this consistency, I know exactly what my income will be, with minimal fluctuations. Even when a resident transitions, we can quickly fill the vacancy from our waitlist, often within weeks. This predictable system didn’t happen by chance—it’s the result of a deliberate strategy that’s been years in the making.

Tracking Our KPIs: The Key to Continuous Improvement
We actively track key performance indicators (KPIs) to measure our success. Every week, we:
* Generate 2-3 new leads.
* Conduct 1-2 facility tours.
* Add 1 new person to our waitlist.
This approach has kept us consistently full, even before opening our doors. For example, during construction, we had 12 of our 16 beds pre-sold with $2,000 non-refundable deposit checks. Within two months of opening, we were at full capacity. Six months later, we had 20 people on our waitlist. Today, that list has grown to 62.

Why We Avoid Traditional Placement Agents
Early on, we realized that relying on placement agents was not a sustainable strategy. These agents often charge one month’s rent as a referral fee, which can be as high as $6,000. While this approach works for some, many struggle to fill even a single bed over months. Instead of making placement agents our primary strategy, we decided to develop our own marketing system—a decision that paid off.

The Game-Changer: The Strategic 20
Our marketing breakthrough came from looking outside the assisted living industry for inspiration. Modern marketing relies heavily on influencers, and while assisted living isn’t a typical influencer market, we adapted this concept to suit our niche. We call this system The Strategic 20.

What Is The Strategic 20?
It’s a process where we:
1. Identify key influencers in the senior care space.
2. Build strategic relationships with these professionals.
These influencers aren’t social media stars. Instead, they are industry professionals with two critical qualities:
* Access to Our Target Audience: They interact daily with families and individuals needing senior care.
* Authority and Trust: Their recommendations carry weight, making them powerful referral sources.

Who Are These Influencers?
We’ve identified several roles that consistently drive results:
* Hospice nurses
* Rehab placement coordinators
* Independent living marketers
* Elder law attorneys
* Financial advisors specializing in senior care

These professionals regularly interact with families making decisions about end-of-life care. Their insights and recommendations are trusted, making them ideal partners for referrals.

How We Build Relationships
Out of a list of 100 potential contacts, only 5-6 have become our core referral sources. Here’s how we foster these partnerships:
* Understand Their Needs: We take the time to learn about their challenges and how we can help.
* Consistent Communication: Regular check-ins and updates keep us top-of-mind.
* Mutual Value: We provide value to their work, whether through education, resources, or support.

Results That Speak for Themselves
By focusing on this strategy, we’ve built a reliable and cost-effective marketing system. Unlike traditional methods like direct mail or pay-per-click ads, our approach requires minimal financial investment while yielding maximum results.

Key Takeaway: Relationships Are Everything
If you’re looking to fill your assisted living facility, the key isn’t expensive ads or placement agents. It’s building genuine, strategic relationships with the right influencers in your industry. With this approach, you’ll not only fill your beds but also create a waitlist that ensures your facility’s long-term success.

Want to learn more about how we’ve implemented The Strategic 20? Stay tuned for our upcoming posts, where we’ll dive deeper into actionable tips and case studies.
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