Many senior living operators have grown accustomed to referrals to generate leads, tours, and move-ins.
While these lead sources are undoubtedly valuable, relying mostly or entirely on them reduces the opportunities that come with diversification.
By shifting a portion of their focus to qualified leads from cost-effective marketing and public relations, communities can raise occupancy and reduce dependence on a small set of systems. We’ve seen such a positive shift many times firsthand at Craft & Communicate.
Senior Living Referral Sources
Here are the advantages and challenges associated with each type of referral.
What Are Traditional Referrals?
Traditional referrals are directly from trusted sources who have formed genuine relationships. These sources may include:
Word of Mouth
Recommendations from current residents, families, or staff who speak highly of your community.
- Benefit: Builds immediate trust and credibility due to the personal nature of the referral.
- Example: A resident’s family member suggests your community to a friend.
Referrals From Local Professionals
Leads provided by health care professionals, social workers, or senior advisors who have relationships with your community.
- Benefit: These leads frequently come pre-qualified by someone who understands both potential residents’ needs and your services.
- Example: A discharge planner at a hospital recommends your assisted living community to a patient.
Family or Resident Events
Events like open houses or community celebrations where attendees refer others based on their positive experiences.
- Benefit: Leads are highly motivated, as they’ve already engaged with your community.
- Example: A family brings a friend to your holiday event, and that friend becomes interested in your care services.
Traditional referrals tend to be highly qualified, which is why we highly recommend setting up referral programs that incentivize personal and professional recommendations.
What Are Third-Party Referrals?
Third-party referrals are leads provided by senior living referral agencies and their websites, such as A Place for Mom, that specialize in connecting communities with prospective residents. Known as aggregators, they collect inquiries from various channels, such as online directories or paid advertisements, then distribute those leads to multiple senior living communities.
While they can provide a high volume of leads quickly, third-party referrals commonly involve high competition and premium pricing. A portion of this expense could be redirected into custom marketing initiatives.
Compare and Understand the Numbers
Consider one of the several senior living operators we serve that exemplifies the power of quality leads from marketing efforts.
Last year, our multi-community client received 36% of their leads from third-party referrals. Over half of the leads resulted from Craft & Communicate’s marketing, including website optimizations and targeted internet searches.
Of those residents and their families drawn to the communities from C&C’s marketing, 4% more were qualified and nearly 10% more resulted in move-ins.
Of the residents and their families drawn to one large client’s communities from C&C’s marketing, 4% more were qualified and nearly 10% more resulted in move-ins.
These numbers could demonstrate a growing pattern: Communities investing in robust marketing strategies generate a significant percentage of leads directly.
The Strength of Sustainable Marketing & Public Relations
By allocating more resources to integrated marketing and PR strategies such as the following, senior living communities are reducing reliance on individual systems.
Advertising
Investing in paid search and display ads targeted to seniors and their families can drive highly qualified traffic directly to your website.
Organic Leads
Leads generated from optimized websites, targeted SEO, and social media posts are exclusive to your community. They tend to have a higher level of interest and engagement, resulting in stronger conversion rates.
Marketing Automation
Automated emails and texts nurture leads through the sales funnel, making it easier for families to schedule tours and request information.
Public Relations
Public relations is an underrated but highly effective tool for building credibility and generating leads. Craft & Communicate’s PR strategies focus on telling authentic stories that connect with potential residents and their families, enhancing your community’s reputation and visibility.
PR campaigns are regularly less expensive than other forms of lead generation. Families tend to trust a community with a strong public presence, as it signals reliability and excellent care.
Lasting Success Starts With Smarter Lead Generation
Relying heavily on referrals of any kind may appear convenient, but it may not be a long term-solution. By generating leads through strategic marketing and PR from C&C, you can look forward to high-quality prospects while reducing costs and competition.
Diversify Your Lead Generation Efforts
Are you ready to establish more enduring growth for your community? Contact us to learn how our fully custom marketing and PR solutions can help you get more qualified leads.
