5 Tips for Managing Senior Living Waitlists

Having a waitlist for your senior living community might sound like a good problem to have—and generally speaking, it is. But having a waiting list doesn’t mean you should forget about marketing to people on it.

After all, people on waitlists could change their minds, especially if they lose sight of what made them so excited about your community in the first place. Or they could choose a competitor since many prospects get on multiple waitlists at the same time.

If you’re not careful, that once-robust list of eager prospects could tank at the worst possible time—when you need to boost occupancy.

Below, we discuss five tips for how to manage a waiting list for your senior living community.

1. Create a club for future residents.

Just because someone is on your waitlist doesn’t mean they should feel like they’re in limbo. One effective strategy is to invite them into a special “Future Residents Club.” This club can offer exclusive perks designed to build connections and excitement while people wait.

For example, you could provide day passes to the fitness center and pool or offer complimentary meals in the community’s restaurant.

Over time, these experiences will help future residents feel a sense of ownership and belonging, making their eventual move-in feel like a natural next step rather than a major leap.

2. Give future residents early online access.

Debbie Howard, Senior Living SMART’s CEO, and Megan Longley, VP of Sales at ACTS Retirement-Life Communities, appeared on a panel at a recent Senior Housing News Sales and Marketing Conference.

Longley mentioned that at ACTS, future residents don’t wait until they move in to access their online portal. They start using it early in the process.

This is a brilliant idea!

By digitizing essential documents like health screening forms, handbooks, and activity calendars and loading them into an online portal, the community allows new residents to chip away at the “to-dos” in advance. It turns the logistics into a low-stress, step-by-step process instead of a last-minute scramble, and it helps future residents remain committed to their choice.

This early access also doubles as an onboarding tool. Future residents begin to see themselves as part of the community. By the time move-in day arrives, they’re not just showing up. They’re stepping into something they already feel connected to.

3. Use interest-based groups to build brand affinity.

Another creative way to keep waitlist members engaged is by organizing them into micro-interest groups. These aren’t just social clubs—they’re strategic tools to build loyalty and connection. Think about a men’s group that meets monthly for cards or coffee, or a book club that includes both current and future residents. These shared experiences spark genuine relationships and meaningful ties to your brand.

Some communities even design waitlist-exclusive activities around these groups, giving future residents something to look forward to while reinforcing that they’ve made the right decision.

4. Build excitement and trust with construction updates.

For new communities still under construction, keeping future residents engaged is just as important as securing deposits. The most effective way? Consistent, honest communication. Whether it’s a quick text message with a weather-related delay or a longer email with design renderings and timeline adjustments, ongoing updates help people stay connected and confident in their decisions.

Bonus points if you give people opportunities to participate. Some communities allow future residents to vote on finishes or choose preferred color schemes. These are small decisions that make a big impact on an emotional investment. When people feel like they’re part of the process, they’re more likely to stay excited—even if the wait gets longer.

Another great strategy is to create a private Facebook group just for depositors or waitlist members. Use it to share behind-the-scenes photos, video walk-throughs, and essential updates. You can also use it to answer questions, address concerns, and gauge how people are feeling as timelines evolve. A little communication goes a long way.

5. Use special events to remind people why they wanted to be added to the waitlist in the first place.

Tours are important, but they only tell part of the story. Special events give future residents a chance to see your community’s real energy and personality. From live music and wine tastings to holiday-themed parties and hobby expos, these events show that life here is active, joyful, and full of opportunities to connect.

Events also highlight something the best brochures can’t capture: participation. When waitlist members see how many residents show up and how much fun they’re having, it helps them picture themselves in the mix. Hosting seasonal or themed events that are open to future residents can give them that spark of “I can’t wait to be part of this.”

Need help keeping your waitlist engaged?

Our team can help you figure out a strategy that works for your community. Get in touch, and let’s chat.