Proven Marketing Strategies for Nursing Homes and Assisted Living Facilities

When a family is searching for long-term care, they’re not just comparing prices — they’re making one of the most emotional and difficult decisions of their lives. The problem? Most nursing homes and long-term care facilities, such as assisted living, still market themselves like they did in 2005. Consumers have no clue what to do to find quality care, 83% of nursing home residents said they were undecided and didn't have any particular nursing home or assisted living facility in mind, so they researched online to find the right one. If you are not marketing your LTC facility correctly, its not just a missed opportunity. It’s a costly mistake. 

If you run or manage an extended care facility, here’s how you can improve your marketing strategy, build trust, and connect with the families who need you most — while making sure they find you first. 

Understand Who’s Making the Decision 

You’re not just marketing to seniors. You’re speaking to their adult children — often women between 45 and 64 — who are balancing work, family, and caregiving roles.  

Ask yourself:

• Is your message focused on what they need to hear?
• Are you showing them why their loved one will be safe, happy, and well cared for?

Families are looking for clarity, not a sales pitch. Transparency and emotional connection win every time.

Be Where Families Are Searching

Nearly 70% of families start their search for care online, according to a 2024 Pew Research Center survey. That means your digital footprint matters — a lot.

What you need:

• A clean, easy-to-navigate website with photos, video tours, and real testimonials
• Mobile-friendly design (Google prioritizes mobile usability in search rankings)
• Clear info about pricing, amenities, staff qualifications, and care levels
• Fast-loading pages — people leave if your site takes more than 3 seconds

Don’t guess what they’re searching for — use keywords they actually use:

• “Best assisted living in [city]”
• “Nursing homes near me with memory care”
• “How much does long-term care cost?”

🔗 Use the LTC News Cost of Care Calculator to provide accurate, location-specific cost comparisons again average costs directly on your site or in your outreach.

Get Listed Where it Matters

Most facilities rely on outdated directories or leave their online listings incomplete. That’s a mistake. 

Why you should claim and complete your profile in the LTC News Caregiver Directory:

• It’s free and national
• Families trust LTC News as a reliable resource for planning
• You can include photos, services offered, contact info, and more
• It improves your SEO and boosts credibility

If you're a care provider, you can claim your free listing or upgrade to enhance visibility through the LTC News Directory Business Portal. 

💬 We had a noticeable uptick in calls and web inquiries after updating our listing on LTC News.” said a marketing director for a senior living facility in Charlotte, N.C. “It’s where serious planners go.

Create a Website

You need a professional-looking website to showcase your seriousness and come across as a trustworthy place for older adults to stay. So, use strong colors, inspiring phrases, and interesting images on the front page of your website. 

Also, remember to contact a web hosting provider and add the location, phone number, and email address. These are all essential information because when you provide your website visitors with a seamless customer experience, they will certainly become loyal customers. 

Implementing local SEO strategies tailored to regional markets allows you to align your digital presence with area-specific search behaviors, helping them compete more effectively with nearby competitors. 

From optimizing Google Business Profiles to refining location-based keyword targeting, this regional focus enhances discoverability and engagement at the community level. 

Make Use of Social Media Platforms 

Social media platforms are an excellent place to reach many potential clients. But, having a social media profile without quality content is not enough. Therefore, always share educational and informative content with your followers. Share news about the nursing home, post social media videos showing the nursing home, and let your employees say a thing or two about their place of work. This is a great way to attract a lot of followers. 

Another great strategy would be to hire a growth service that will organically increase your following and help you find customers who want to become part of your community. For instance, if you want to focus your efforts on Instagram, conduct online research to find the best Insta growth services that will help you find relevant followers for a fair price. You can also create AI pictures that can also be used in your social media. 

Hiring the best growth service will help you attract clients who are genuinely interested in using your services. Having people who want to learn more about your nursing home, who regularly like, comment, and share your posts, and who are eager to use your services is the best marketing strategy you could ever create.  

These are all essential information because when you provide your website visitors with a seamless customer experience, they will certainly become loyal customers. Having an SEO expert to assist in boosting your site authority and traffic would also be a great help.  

Use Real Stories, Not Stock Messages - Care is Personal. Your Marketing Should Be Too. 

Replace tired language like “world-class care” or “luxury accommodations” with:

• Resident stories: “After my husband passed, this place gave me a second family.”
• Staff spotlights: “Meet Maria, our dementia care specialist with 15 years of experience.”
• Day-in-the-life content: photos of residents painting, gardening, playing piano

📹 Video is especially powerful. A 2023 Brightcove study found viewers are 85% more likely to make a decision after watching a brand video.

Earn — and Protect — Your Online Reputation

Your reviews can make or break you. Families read them. Google ranks you by them.

Best practices:

• Ask happy families to leave reviews on Google, LTC News, and Facebook
• Monitor and respond to every review — especially negative ones
• Never post fake testimonials — it’s unethical and often illegal

Stay Active on Social Media — the Right Way

No one wants to follow a page that only posts holiday greetings. Use social platforms to show life inside your community.

Post ideas that work:

• Photos from resident birthday parties
• Short staff interviews (“Why I love working here”)
• Weekly updates on events and meals
• Family testimonials in video or quote form

💡 Tip: Facebook is still the most-used platform for caregivers aged 45+, according to AARP.

Host Events That Invite Families In

Online presence matters, but nothing beats an in-person experience.

Try hosting:

• Open house tours with refreshments and Q&A sessions
• “Lunch and Learn” events on caregiving, long-term care insurance, or estate planning
• Health screenings or vaccination clinics for the community

🎤 Partner with local elder law attorneys, Long-Term Care Insurance specialists, financial planners, or home health providers. It positions you as a trusted resource and builds your referral network.

Don’t Ignore Paid Ads — But Target Them Smartly

If your census is low, targeted online ads can deliver fast results.

Focus ad dollars on:

• Google search ads (people searching “best care home near me” are ready to act)
• Facebook ads targeting adults aged 45–70 within a 20-mile radius
• Retargeting ads for people who visited your website but didn’t contact you

📊 Track every campaign. If it’s not working in 2 weeks, adjust the message or the audience.

Train Staff as Brand Ambassadors

Every interaction is marketing. The way your staff answers phones or gives tours creates impressions that last.

Train your team to:

• Answer inquiries with warmth, not just information
• Follow up within 24 hours
• Share stories and experiences, not just facts and figures

👏 Recognition goes a long way. Feature staff achievements in your newsletters, blog, and social posts.

Use Email Marketing to Stay Top of Mind

Many families start exploring care months or even years before they make a decision. Don’t lose them in the meantime.

What to send:

• Monthly newsletters with facility updates and articles on caregiving or senior health
• Personal follow-ups after tours or calls
• Invitations to events or webinars

Use a simple CRM or email tool like Mailchimp to automate and track engagement.

Address Long-Term Care Financing Upfront

Cost is the number one barrier for many families — and the number one reason they delay care.

Here’s how to help:

• Ask if they have a Long-Term Care Insurance policy. Educate families about how the LTC policy works and how it may help cover your services
• Connect them with financial professionals who specialize in elder care planning when no insurance exists.

Keep Asking: Why Should They Choose You?

Your competition isn’t just the facility down the street — it’s families choosing to delay care or hire a home aide instead.

What makes you different? Be specific.

• Do you have a pet therapy program?
• Is your memory care staff trained in Teepa Snow’s methods?
• Do you offer flexible visiting hours or private dining?

The more specific, the more memorable.

Final Thought

If you want families to trust you with the care of someone they love, you have to show them why you’re the right choice — before they ever set foot inside.

It starts with being visible. Being human. Being helpful. 

And yes, being listed in the places that matter — especially the LTC News Caregiver Directory. 

🧭 Your marketing isn’t just about getting attention. It’s about earning trust. Show families they’ll find more than care with you — they’ll find peace of mind.