Senior Living Social Media Marketing

Senior Living Social Media Marketing That Turns Followers Into Move-Ins

An assisted living facility in Florida came to us with zero social media inquiries and beds sitting empty. Within six months, our senior living social media marketing system generated 34 qualified inquiries directly from Facebook and Instagram, resulting in 9 move-ins and over $1 million in lifetime resident revenue. Watch how we did it.

Over 30,600 assisted living communities operate across the United States right now, and the average occupancy rate sits at 87.7%. That means roughly 1 in 8 beds is empty. Families are researching your facility on Facebook and Instagram before they ever pick up the phone, and 82% of baby boomers online have at least one social media account. If your social media presence looks abandoned or generic, those families are choosing your competitor instead of you.

$1,089,000 in Lifetime Resident Revenue From One Social Media Campaign

One of our assisted living clients had never received a single inquiry from social media before working with us. We rebuilt their content strategy, launched targeted Facebook and Instagram campaigns, and integrated every lead into their CRM with automated follow-up. Within six months, 34 qualified inquiries turned into 22 tours and 9 signed admission agreements. At $5,500 per month with a 22-month average stay, those 9 move-ins generated $1,089,000 in lifetime resident value from social media alone.

600% Increase in Social Media Reach in Just 90 Days

A 90-bed facility we partnered with was posting once a week with stock photos and getting fewer than 5 interactions per post. We replaced that approach with a content calendar built around resident testimonials, community events, and short-form video content. Within 90 days, their page reach jumped by over 600%, their engagement rate climbed from 0.4% to 3.8%, and 11 of those engaged users booked facility tours.

73% of Inquiries Never Get a Second Follow-Up. We Fix That.

Industry data shows that 73% of senior living inquiries never receive a second follow-up. When a family sends your facility a direct message on Facebook at 9pm and nobody responds until the next afternoon, you lose that lead. Our system routes every social media inquiry directly into your CRM. That family gets an automated response within minutes, a personalized email the same night, and a call from your admissions team the next morning.

Social Proof That Converts: Real Engagement, Real Inquiries, Real Revenue

Our senior living social media marketing system does not stop at posting content and hoping for the best. Every post, every ad, every comment response is tracked and connected to real outcomes. Here is what our clients experience when social media is managed as a lead generation channel instead of an afterthought.

Social media inquiries increased by an average of 47% within the first 90 days across all managed facilities
Facebook ad campaigns achieving a 3.2% click-through rate, more than double the senior living industry average of 1.4%
Video content generating 3X more shares and 2X more comments than static image posts across our assisted living clients
Tour bookings from social channels up 28% quarter over quarter with integrated CRM follow-up sequences

When we first started working with an assisted living facility in central Florida, their social media presence was essentially dead. Their Facebook page had 180 followers, no Instagram account, and their last post was a holiday greeting from three months earlier. The facility was paying $1,200 per month to a general marketing agency that posted generic stock photos twice a week. Families scrolling through the page saw nothing that reflected real life inside the community. No resident content, no video, no engagement with comments, and no system to capture the inquiries that came through direct messages.

We rebuilt their entire senior living social media marketing strategy from the ground up. We created a content calendar focused on three pillars: resident stories and testimonials with proper consent, behind-the-scenes video of daily life and activities, and educational content for families actively researching senior care options. We launched targeted Facebook ad campaigns focused on families within a 25-mile radius who matched the behavioral profile of active care researchers. Every message, comment, and direct inquiry was routed into the facility's CRM, where automated follow-up sequences ensured no lead went cold.

The results over the next six months were measurable and direct. Social media generated 34 qualified inquiries. 22 of those families booked tours. 9 signed admission agreements. At $5,500 per month per resident with a 22-month average length of stay, those 9 move-ins represented $1,089,000 in lifetime resident value. That is the difference between social media as a line item and senior living social media marketing built as a revenue-generating system that fills beds.

The Only Social Media Team Backed by 7,000+ Facility Data Points

Most social media agencies guess at what content works for senior living. We do not guess. Senior Living Mastery owns and operates Assisted Living Near Mom, a directory with over 7,000 senior living facilities across the United States. That directory gives us real behavioral data on how families actually search for and contact care providers. We know which types of content drive clicks. We know which platforms generate real inquiries. We know what resonates with the people researching assisted living, memory care, independent living, and nursing home options for their loved ones. That data advantage is why our Senior Living Marketing approach delivers results that generic social media agencies simply cannot replicate. We work exclusively with senior living facilities. Every strategy we build, every piece of content we create, and every ad campaign we launch is informed by data from this industry and this industry alone.

Exclusive focus on senior living, assisted living, memory care, and nursing home facilities across the United States
Proprietary audience data from Assisted Living Near Mom powering every content decision and ad targeting strategy
Proven track record of turning social media from a cost center into a measurable lead generation and tour booking channel

We Build Social Media Systems That Fill Your Beds

How Our Senior Living Social Media Marketing Process Creates Revenue

If your Facebook and Instagram content reaches 15,000 local users per month at a 3% engagement rate, that is 450 engaged users. If 8% click through or send a message, that is 36 inquiries. At a 40% tour rate and 30% close rate, that is 4 new residents per month. At $5,676 per month with a 22-month average stay, each move-in equals $124,872 in lifetime value. Four per month equals nearly $6 million in annual lifetime resident revenue from one channel.

Most agencies post, report on likes, and call it a day. We integrate every social media inquiry directly into your CRM. A family sends a Facebook message at night, and they get an automated response within minutes, a personalized email, a text reminder, and a call from your admissions team the next morning. No lead goes cold. Our content strategy is built on behavioral data from our 7,000+ facility directory, not trends from a marketing blog. Every piece of content moves families from awareness to tour to signed admission agreement.

Every social media inquiry integrated into your CRM with automated follow-up sequences that convert
Custom content calendars built around your facility's real stories, events, and community life
Monthly reporting tied to actual inquiries, tours booked, and move-ins. Not vanity metrics like follower count.

Senior Living Mastery vs. Typical Social Media Marketing Agencies

Feature	Typical Agency	Senior Living Mastery
Industry Focus	Manages social media for restaurants, gyms, dentists, and 15 other industries using the same generic playbook	100% focused on senior living, assisted living, memory care, and nursing home facilities across the United States
Content Strategy	Posts generic stock photos and trending audio reels with no understanding of the senior care audience or sales cycle	Custom content calendars built around resident stories, caregiver spotlights, community events, and educational content that drives inquiries
Audience Data	Relies on basic Facebook demographic targeting with no proprietary data on how families search for senior care	Ad targeting refined by behavioral data from our Assisted Living Near Mom directory of 7,000+ senior living facilities nationwide
Lead Capture	Sends you a monthly PDF of likes, followers, and impressions with no system to capture actual inquiries from social	Every DM, comment inquiry, and lead form submission routed directly into your CRM with automated follow-up triggered within minutes
Video Production	Suggests you "should do more video" but provides no scripting, production guidance, or content strategy support	Full short-form video strategy including scripted resident testimonials, virtual tours, and educational content that generates 3X more shares
Ad Targeting	Boosts random posts with broad targeting, wastes budget on irrelevant clicks, and has no conversion tracking beyond impressions	Precision Facebook and Instagram ad campaigns with negative keyword filtering built from years of senior living campaign data, eliminating wasted spend from day one and achieving 3.2% CTR
Cost Per Lead	Average senior living lead costs $431 because campaigns launch with zero industry data, broad audiences, and months of trial-and-error optimization at your expense	We launch with pre-built negative keyword lists and audience exclusions refined across hundreds of senior living campaigns, cutting cost per lead by up to 60% from the first month because we already know what does not convert
Reporting & Compliance	Reports vanity metrics like follower growth with zero connection to revenue, and has no understanding of HIPAA-adjacent consent or privacy requirements	Monthly reporting tied to inquiries, tours, and move-ins attributed to social, plus built-in photo consent workflows and content review processes designed for senior care compliance

What Senior Living Social Media Marketing Actually Costs When It Is Done Wrong

Every month your facility wastes on social media that does not generate leads is a month of lost revenue you cannot get back. If your current agency or in-house coordinator is posting three times a week with stock photos and getting 12 likes per post, that is not social media marketing for senior living. That is a digital placeholder. The real cost is not the $800 to $2,000 per month you are paying for social media management. The real cost is the families who never see your facility, never engage with your content, and never pick up the phone. At an average lifetime resident value of $124,872, losing just two potential move-ins per quarter to a competitor with a stronger social presence costs your facility nearly $1 million per year in missed revenue. With 30,600 assisted living communities competing for the same families, and the national occupancy rate at 87.7%, social media for assisted living is not about being present online. It is about filling beds through a strategic, data-driven content and advertising system.

Why Most Agencies Fail at Social Media for Senior Care Communities

The majority of marketing agencies that offer social media management for senior care treat your facility the same way they would a restaurant or a retail store. They schedule generic posts, use trending audio on reels, and measure success by engagement rate alone. They do not understand that the senior living sales cycle averages 25 touchpoints before a family makes a decision. They do not know that 70% of senior care consumers will call during their decision journey, or that 75% of families begin their research on search engines and then cross-reference your social media profiles before making contact. A senior living Facebook marketing strategy needs to target both the 72-year-old boomer scrolling Facebook in the morning and the 50-year-old family member doing research late at night on Instagram. It requires HIPAA-aware content practices, proper photo and video consent workflows, and messaging that respects the emotional weight of choosing a care provider. Agencies that serve 15 different industries cannot execute at this level. They lack the audience data, the content frameworks, and the operational understanding of how assisted living facilities, memory care communities, and nursing homes actually convert inquiries into signed admission agreements.

How We Build Your Social Media Strategy From Day One

We start with a full audit of your Facebook, Instagram, YouTube, and Google Business Profile. We evaluate engagement rates, content mix, ad account history, and how your team currently handles social inquiries. From there, we build a custom content calendar, launch targeted ad campaigns using behavioral data from our Assisted Living Near Mom directory, and route every inquiry into your CRM with automated follow-up. Nothing is generic. Everything is built around your facility, your market, and your census goals.

What Happens After We Launch

Within 30 days, you see increased reach and the first direct inquiries. By day 60, retargeting campaigns convert visitors who did not act on their first visit. By day 90, social becomes a consistent, trackable lead source feeding your admissions pipeline. We report monthly on inquiries, tours, and move-ins, not impressions and follower counts. Whether you run one facility or ten, the system scales. If you are ready to turn social media into a revenue channel, book a call with an expert today and we will show you what your facility is leaving on the table.

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FAQs About Senior Living Social Media Marketing

Facebook remains the most effective platform for senior living social media marketing. Research from AARP shows that most people aged 50 and older use Facebook and YouTube as their primary social media platforms. Instagram is effective for reaching family members researching care options and for showcasing visual content like community events and facility tours. We focus your budget and content on the platforms where families in your local market are actually spending their time, not chasing trends on platforms that do not generate inquiries.

Social media management for senior living typically ranges from $1,500 to $5,000 per month depending on content creation scope, ad spend, and CRM integration. Industry data shows that senior living communities spend between $30,000 and $100,000 per year on combined social media, SEO, and online reputation efforts. When done correctly, the return far exceeds the investment. A single move-in represents over $124,000 in lifetime resident value at average rates. Our approach is designed to make the ROI measurable within the first 90 days.

Yes, when it is built as a lead generation system rather than a branding exercise. Our assisted living clients have generated direct move-ins from Facebook and Instagram campaigns by combining targeted content, paid social ads, and CRM follow-up. Social media alone does not close those residents. The integrated system of content, ads, inquiry capture, and automated nurture sequences working together is what converts social engagement into signed admission agreements and filled beds.

We recommend 4 to 5 posts per week on Facebook, 3 to 4 on Instagram, and 1 to 2 YouTube videos per month. Consistency matters more than volume. A facility posting three high-quality videos per week showing real community life will outperform one posting daily stock photos every time. Our content calendars balance resident stories, educational content, community event highlights, and direct-response posts to keep engagement high and drive measurable inquiries.

Video content outperforms every other format for senior living facilities. Short-form videos showing daily life, resident testimonials, caregiver spotlights, and community events generate 3X more shares and significantly higher engagement rates than static images. Behind-the-scenes content builds trust with families researching options, while educational posts about the transition to assisted living or memory care position your facility as a knowledgeable, trustworthy resource they want to contact.

Facebook ads are one of the most cost-effective tools for generating senior living inquiries when they are targeted correctly and connected to a follow-up system. We use demographic, geographic, and behavioral targeting to reach families actively researching senior care within your local market. The key is not just running ads. It is ensuring every lead enters a CRM with automated follow-up. Without that system, even the best Facebook ad campaign produces leads that go cold within 48 hours and never convert to tours.

TikTok is growing among older demographics, and some operators have seen individual posts reach over 1 million views. However, for most facilities, the ROI from TikTok does not yet match Facebook, Instagram, or YouTube for generating qualified inquiries and tours. We recommend focusing your budget on the platforms that drive measurable results first. If your facility has the capacity for additional content creation, TikTok can serve as a brand awareness channel, but it should not replace your primary senior living social media marketing strategy.

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Senior Living Social Media Marketing