Branding and Digital Marketing for Senior Living Housing
Boxley Marketing runs branding and digital marketing programs for senior living groups including independent living, assisted living, and memory care offerings. Our brand recognition and lead generation services for senior living property owners and management companies are focused on outcomes that drive more tenants. With a longer sales cycle, we consider opportunities to build trust with the adult child while equally pursuing move-ins, and improving the tour-to-move-in ratio, as well as occupancy rates, is different because we take ownership of qualifying leads.
Whether you manage independent living communities, assisted living facilities, or memory care units, our digital marketing strategies are designed to drive inquiries, tours, and move-ins while enhancing your brand’s visibility and trustworthiness.
Built for Communities, Not Campaigns in a Box
Most senior living marketing platforms bundle everything into packages: convenient but generic creative and reporting that stops at cost per lead. That’s the wrong number to run a community on. A lead that never tours and a lead that moves in this month cost the same to generate and mean completely different things to your budget.
With Boxley Marketing, every engagement is built around your specific communities needs: your occupancy goals, your care and your competitive set in the market.
What’s included, built to your portfolio’s needs:
- Hyper-local paid search. Google and Microsoft Ads targeting keywords like “assisted living near me” or “memory care in [city],” built around the reality that most searches are done by an adult child, not the resident.
- Meta advertising for the adult child. Campaigns that speak to adult children researching care options for a parent, and separately considering content programs to prospective residents who are researching for themselves. These are different messages and platforms often, and treating them as one audience is where a lot of senior living ad spend gets wasted.
- Google Display and Demand Gen. Targeting across the web to reach families based on life event, before they start actively searching.
- Local SEO plus AI Search. Tactics that help structure content around authority on Google’s AI Overview or ChatGPT or organic search platforms seeking answers around senior living.
- Website and CRM support. Consider your marketing tech stack to create custom website experiences, integrated with marketing systems, and CRM integrations that help manage lead flow.
- Analytics and attribution. Connecting ad spend to move-ins and tour-to-move-in ratio, where applicable, and not just form fills.
Proven Results
Capital Senior Living: $370K annual paid search budget across a 70+ property senior living portfolio resulting in 3,296 leads at $115 average cost per lease, and 64% year-over-year growth in calls and form submissions
Why Senior Living Groups Choose Boxley
Platforms like Real Page are built for national portfolios, more infrastructure than most regional groups need. Apartment SEO doesn’t have a senior living vertical at all, it’s built for multifamily and stops there. And the marketing bundled into Yardi, Entrata, AppFolio, or ResMan locks you into whatever the platform offers. We, instead, recommend a strategy around brand building based on your specific needs and focused on digital marketing performance.
Boxley Marketing takes a multi-channel approach to digital marketing, with experienced team members who work exclusively for real estate and senior living clients.
Common Questions from Senior Living Operators
How is marketing senior living senior living different from marketing apartments? The sales cycle is longer, and the decision usually involves an adult child rather than the resident making the decision. The messaging needs to build trust before creating demand. A campaign for apartment leasing speed doesn’t transfer directly, the creative, targeting, and the metrics you track need to reflect a longer decision cycle.
Do you market to residents, families, or both? Both, but its different in terms of messaging. Adult children research care for a parent and respond to different creative and messaging different than a prospective resident researching independently. Treating them as the same audience is a common way to waste ad spend.
How long before we see results? Paid search can generate qualified inquiries quickly. AI search and SEO visbility is built over months. Earned authority is a longer term play whereas paid placement will be much faster to see results.
Let’s Talk About Your Portfolio
Whether you manage a single or small set of communities or a regional senior living group, we’re offering a free audit of what’s working, what isn’t, and where your marketing budget could do more.