Senior couple sitting on sofa reviewing a websiteon computer

Senior Living Website Design: Does Yours Build Trust?

Your senior living website is your most important marketing asset, one that must build trust with prospects no matter where they are in their journey.

What’s the number one reason most people mistrust a website? Poor site design.

Luckily, your senior living website design is something within your control. A good design does cost money, but it’s a worthy investment.

Here’s the secret sauce to a senior living website that builds trust:

  • Designed with the user in mind: Think simple navigation, highly intuitive feel, and accessible.
  • Worthwhile content: Think engaging stories through words, visuals, and overall design and layout.
  • Technically sound: Think mobile-friendly, fast, and secure.

Below, we take a deeper dive into each bullet point.

Senior living websites that build trust are designed with the user in mind.

Think accessible.

You want to create a senior living website that’s aesthetically pleasing and accessible. Making a website accessible isn’t simply the right thing to do. For some businesses, it’s also required.

Private businesses and nonprofits with 15 or more employees are subject to the website compliance guidelines defined by the Americans with Disabilities Act (ADA). This act likely covers most—if not all—senior living communities.

At a minimum, you must consider things like . . .

  • Font size and color contrasts (e.g., can people distinguish what’s a link vs. regular text?)
  • Whether all photos have appropriate alt text
  • Whether the site is easy to navigate with adaptive technologies (like screen readers)

And that’s just the beginning.

Learn how we help our clients make accessible websites with UserWay.

Think custom.

We always urge our clients to avoid stock images. We can’t tell you how often we see the same images of older adults across different community websites.

You’ll have difficulty differentiating your site if you’re using the same canned images. Someone might even think they’re on your site because they recognize an image when, in reality, they’re on a competitor’s site that uses the same photos. Custom photography allows you to differentiate, enhance your brand, and better tell your community’s story.

You’ll also want to avoid website templates for various reasons, but the main one is it’s hard to create a custom experience from a template. (Here’s a longer list of why you should avoid templated websites.)

Think fresh.

Websites can grow stale and stagnant, especially in the senior living space. You’ll want to refresh your senior living website every two to three years (or even redesign it).

Senior living websites that build trust offer worthwhile content.

Content and design go hand-in-hand. You could have the best content in the world, but a poorly designed site will cause people to bounce before they fully experience it. On the flip side, a beautiful site will be nothing more than an empty shell if the content doesn’t pass muster.

So, let’s talk about content. The content on your senior living website should provide facts and connect with your audience’s emotions. The best way to accomplish the latter is through storytelling. Stories can attract, engage, and persuade your audience by showing them through words and visuals how your community can solve their problems and improve their lives.

To create compelling stories, you should follow some best practices. Use real photos and videos, a clear and conversational tone, emotional words and sensory details, and a simple, logical structure.

You can also use storytelling techniques to craft riveting narratives that resonate with your audience. Examples include the hero’s journey, the before-and-after, or the problem-solution.

With storytelling, you can create great content for your senior living website that sets it apart from the competition and helps convert anonymous traffic into tours.

Senior living websites that build trust are technically sound.

Your senior living website design must also consider technical aspects in addition to the overall look and feel. If you have one without the other, you won’t be able to deliver a great user experience.

Stuck on how to evaluate your site from a technical perspective? Begin by asking the following questions:

How speedy is your site?

Site speed is a crucial factor for user experience and SEO. A slow-loading site can frustrate your visitors and make them bounce. It can also affect your Google ranking, especially on mobile devices.

According to Think with Google, the probability of bounce increases by 32% as page load time goes from one second to three seconds. Get in the habit of checking your site speed and performance regularly. Optimize it by using tools like Google’s PageSpeed Insights or GTmetrix.

Here are some other ways to improve site speed:

  • Compressing and resizing your images
  • Minifying and combining your CSS and JavaScript files
  • Enabling caching and GZIP compression
  • Using a content delivery network (CDN)
  • Removing unnecessary plugins or scripts

How does your site render across mobile devices?

You must optimize your senior living website for mobile devices. A mobile-friendly site is important to Google and to prospects, many of whom will be viewing your site on something other than a desktop.

Note: An independent website audit will give you and your team an overview of what’s working and what’s not, especially from a technical standpoint, including how well the site renders across mobile devices.

How’s your site’s security and privacy?

Site security and privacy are essential for building trust and credibility with visitors, residents, and their families. A secure site can protect your data and users’ data from hackers, malware, and phishing.

Some of the ways to improve your site security and privacy are:

Some items are invisible to site visitors or aren’t front and center (for example, privacy policies are usually linked in the footer). Although subtle, all are essential trust signals. Consider the privacy policy. When someone wants to read your privacy policy, your site will build trust when it’s super easy to find it.

We can help you develop a senior living website design that builds trust.

Your website is your community’s online hub. You can’t successfully compete if it’s not in top shape. Let us help. Start with our Total Online Presence Audit. Or get in touch and let’s chat about your website’s specific needs.

Senior woman on couch with headphones creating a TikTok

Senior Living Social Media Marketing: Is It Time for TikTok?

Last month, we talked with Kerri-Anne Pendergast, our Director of Social Media Marketing, to discuss her approach when she works with our clients here at Senior Living SMART.

Today, we invited her back to address a burning question so many senior living communities have: Is it time to get on the TikTok bandwagon?

It’s an understandable question given how the platform exploded onto the scene in the U.S. in 2018 and rose to the be the most downloaded app in 2022, according to Statista. Further, TikTok boasted 755 million users in 2022 worldwide, 6.4% of which are 55 and older.

So, is TikTok worth all the hype? Like so many things in life, it depends. In this case, it depends on the audience you’re trying to reach. TikTok has made everything from beauty brands to authors “TikTok famous.” But what about senior living?

Let’s get Kerri-Anne’s take.

If you had to describe TikTok in a nutshell, what would you say?

TikTok is a fun social media platform that’s all about short-form videos. The audience is huge, but there are many niches, like BookTok, GamerTok, BusinessTok, etc.

What are some reasons why communities should consider TikTok?

It’s engaging, fun, and easy to go viral, thanks to TikTok’s algorithm (you don’t necessarily need to have a ton of followers or be a big brand to have a video take off).

Even better? This article from Insider discusses how participating in social media trends on TikTok might be good for seniors’ mental health. The same article points out that the reaction to TikToks featuring seniors has been overwhelmingly positive, too.

Over the last year or so, we’ve seen more senior living communities dipping their toes into TikTok. Here are some examples of popular TikToks featuring senior living residents.



Our halftime show > Rihanna’s halftime show 💃🪩🏈🤍🎶🎤 #seniorlivingcommunity #halftimeshow #SuperBowl #rihanna #fyp

♬ original sound – Brian Esperon


Pew Pew 😂😂❤️ #seniors #seniorliving #seniorcommunity #foryou #fypシ #nerf #rivergrove #nursinghome #residentsoftiktok #rehabfacility #activitiesdepartment #activitydirector #lovemyjob

♬ Mission Impossible Theme (Movie Trailer Mix) – Dominik Hauser


Our visit with @ourseniormoments was so much fun. What is your favorite age so far? | #age #aging #seniorliving #grandmasoftiktok #interview

♬ See You Again (Piano Arrangement) – Alexandre Pachabezian

Why should communities hold off on TikTok, at least for now?

The two main reasons to hold off on TikTok:

  • Your residents don’t want to participate. (Remember, you should always get explicit consent from the people appearing in your videos.)
  • You don’t have someone in the community to create the videos. (There’s not much your marketing company can do to help with this. You need boots on the ground.)

In your opinion, what needs to happen for a community to develop a successful TikTok presence?

The recipe for success isn’t much different than it is for other social media platforms, with one exception—as we mentioned, TikTok is all about video, particularly short-form video. Only recently has TikTok allowed videos up to 10 minutes in length. Before, it was all about quick, entertaining vids in under 60 seconds (and these short videos are still hugely popular).

But getting back to best practices. If you want to create a successful TikTok presence for your senior living community, you must:

  • Get consent and buy-in from residents appearing in your videos.
  • Post regularly.
  • Let the audience get to know your residents.
  • Engage with the audience, answer their questions, and respond to their comments.
  • Use trending music.
  • Keep up with other popular trends.
  • Have fun with it. (Because this WILL show in the final product.)

Do you think TikTok will become a must-have platform for senior living communities in the next five years?

In the near future, TikTok will continue to skew young. But that doesn’t mean you can’t maintain a presence for your senior living community, provided you have the interest and bandwidth.

TikTok will continue to be a great place for showing off your community’s lifestyle. But it won’t be the platform that helps you promote content or converts people into tours and move-ins. At least, not yet.

Facebook will likely remain the key social media platform for most senior living communities. Facebook is currently the number one social media platform in the U.S. and by a comfortable margin (74.2% of adults use it; the next platform after that is Instagram at 60.5%)

Of course, things will likely evolve over the next five to ten years, especially as younger Baby Boomers and Gen X near retirement age. So, like everything else, stay tuned.

If a senior living community had to focus on one or two social media platforms (TikTok, YouTube, Instagram, or Facebook), which ones do you recommend?

Focus on Facebook. It’s very well-rounded and fits the demographics better.

And here’s what you need to remember: TikTok isn’t the only place to consume short-form content. When TikTok took off, the other platforms took note. So today, Facebook and Instagram have Reels, and YouTube recently launched YouTube Shorts (videos that are sixty seconds or less).

In other words, people now have more options for consuming short-form content—they don’t need to go to TikTok. If you’ve already built a strong presence on Facebook and YouTube, try adding short videos to those platforms before starting a TikTok account.

Pro tip: If you create one short video, you can republish it in multiple places for expanded reach.

Is there anything else you want to ensure we convey about TikTok for senior living?

If you use it, post fun videos regularly and let the audience get to know your residents. Engage with the audience. If they have questions, do a TikTok that answers those questions. Respond to comments. And most importantly, have fun with it.

Go in with reasonable expectations. Remember, you won’t use it to promote content or schedule tours. Instead, you’ll use it to capture your community’s unique vibe. Keep it fun, light, and engaging.

Need fresh eyes on your social media marketing strategy?

We can help! Get in touch, and let’s discuss social media.


Senior Living SEO Companies

Senior Living SEO Companies: Do You Need One?

Some readers might think they need a senior living SEO company in addition to (or instead of) a marketing agency. However, other readers might think having a separate SEO company is redundant if you already work with a marketing agency.

Which is it? Who’s right?

Like so many things in life, it depends.

Below, we get into the nitty-gritty by answering the following questions:

  • What is a senior living SEO company?
  • Do senior living SEO companies typically offer marketing services?
  • Why would a community opt to work with a senior living SEO company instead of (or in addition to) a marketing agency?
  • Are there drawbacks to using two agencies—an SEO company and a marketing firm?
  • What are the hallmarks of a good senior living SEO company?
  • Do you need an SEO company if you work with Senior Living SMART?
  • Will Senior Living SMART work with your community if you already have an SEO company?

What is a senior living SEO company?

First, a refresher: SEO stands for search engine optimization. In a nutshell, SEO involves improving your website so that it has greater visibility in Google search results.

You can improve your site for search in various ways, like making sure it renders well across mobile devices and that it’s full of helpful content built around relevant keywords.

As its name suggests, an SEO company delivers services to help your website pages rank higher in Google. A senior living SEO company focuses on a specific niche: senior living.

Do senior living SEO companies typically offer marketing services?

While exceptions certainly exist, any business labeling itself as an SEO company likely focuses only on SEO-related services. Otherwise, it would describe itself as something else, like a marketing or web development agency.

Remember, SEO is a sub-set of digital marketing services. For example, one of the many services we offer at Senior Living SMART is SEO—and we cover it from every conceivable angle: keyword research, optimized content, technical SEO, and on-page/off-page SEO.

Why would a community opt to work with a senior living SEO company instead of (or in addition to) a marketing agency?

Not all marketing agencies offer SEO services. And even those that do might have different levels of expertise. For example, a marketing firm with deep content marketing expertise might be adept at optimizing content for search, but it might come up short regarding technical SEO. In this case, it might make sense for the community to contract a senior living SEO company for all things SEO.

Are there drawbacks to using two agencies—an SEO company and a marketing firm?

The most significant drawbacks of working with an SEO and marketing agency are silo mentalities and overlapping costs.

  • Silo mentalities. It’s easy for silo mentalities to set in if the two agencies don’t communicate or share insights. If you work with two firms, you’ll want to encourage collaboration.
  • Overlapping costs. When you work with one agency that handles everything in-house, you’ll get a comprehensive services package instead of paying two separate fees that are bound to have some overlap.

What are the hallmarks of a good senior living SEO company?

Anyone can hang out a shingle and call themselves an SEO company. Unfortunately, plenty of shady characters occupy the space. Always conduct due diligence before signing contracts.

Things to look for in a quality SEO company:

  • Great reviews on Google and positive testimonials from real customers
  • A professional website that highlights team members’ credentials
  • Relevant certifications (such as Google Analytics)
  • Case studies that demonstrate expertise
  • A robust client portfolio (ideally with clients in the senior living space)
  • The ability to provide a clear strategy for achieving your goals, including a local search strategy
  • A clear policy regarding AI (like ChatGPT) and SEO

PRO TIP: Avoid anyone who guarantees high rankings.

Do you need an SEO company if you work with Senior Living SMART?

For over a decade, we’ve been assembling a talented team of SEO specialists—from writers to technical gurus to everything in between. So the short answer is no—you don’t need a separate SEO company if you work with us. We’re truly a one-stop senior living marketing agency.

Will Senior Living SMART work with your community if you already have an SEO company?

Good marketing agencies are flexible. We understand that communities might contact us for marketing help after signing with an SEO company. We’re happy to collaborate with your vendors (and not just SEO specialists, either). We work hard to make sure we’re not duplicating efforts because we don’t want you to pay for things twice.

Get in touch and let’s chat about your senior living SEO and marketing needs.

8 Signs You Should Fire Your Senior Living Marketing Agency

8 Signs You Should Fire Your Senior Living Marketing Agency

Anyone can hang out a virtual shingle and call themselves a senior living marketing agency. In reality, not all agencies are created equal.

The worst part? Sometimes you won’t recognize the warning signs simply because you don’t know what you don’t know.

Let’s remedy this, OK?

Below, we discuss eight signs that your senior living marketing agency isn’t passing muster. Any one issue alone is worth having a conversation with the agency. Two or more signs, and you’ll likely want to begin looking elsewhere for marketing support… Here are the eight indicators:

  • Your account team has never discussed its strategy with you.
  • You don’t have visibility into your marketing.
  • You don’t receive comprehensive reporting that you understand.
  • You’re spending money on things you don’t understand (like PPC).
  • Your agency treats marketing as a “set it and forget it” task.
  • You only occasionally hear from your account team.
  • You don’t own your marketing assets.
  • Your account team keeps changing.

1. Your account team has never discussed its strategy with you.

Not all senior living marketing agencies take a strategic approach to marketing, which is a huge red flag. A sound strategy drives successful marketing, period. Too often, agencies will apply a one-size-fits-all template to your marketing.

How can you recognize when this happens? The “plan” will often sound like a pre-set formula: four blog posts a month, three Facebook posts a week, one Google Ads campaign, and one new ebook a quarter.

On the surface, the plan might sound reasonable. And yet, it’s the equivalent of throwing everything at the wall and seeing what sticks.

Your strategy should always dictate the campaigns, tactics, and content that you create. Maybe your strategy doesn’t require four blogs per month because you already have an excellent library of blog content. But maybe you do need better landing pages for your pay-per-click ads to increase your ROI.

We’re riffing here, but you likely get the gist. Beware of an agency that slaps together a 90-day plan within hours of a kick-off call with you. This indicates a formula or templated approach rather than a thoughtful strategy.

A thoughtful marketing strategy requires a careful analysis of your online presence, goals, competitors, and many other things before the account team can devise a plan to maximize your marketing budget while achieving your objectives.

2. You don’t have visibility into your marketing.

Marketing should never feel like this loosey-goosey intangible thing that’s impossible to quantify. Effective marketing produces measurable results like marketing-qualified leads (MQLs), sales-qualified leads (SQLs), tours, and move-ins.

It’s possible your marketing team assumes you understand all the various dashboards and charts in your marketing automation and CRM platforms. That’s an unfair assumption—and laziness on the account team’s part.

Yes, it’s good for you to dig into dashboards and review analytics, but it’s the marketing agency’s job to ensure you’re interpreting data correctly and you understand the changes the agency is making based on the data. And they should be making adjustments and tweaks.

3. You don’t receive comprehensive reporting that you understand.

This point aligns with the previous one. In a nutshell, good agencies avoid “dashboard dazzle,” where they deliver impressive-looking marketing dashboards filled with charts, graphs, and senior living marketing analytics that you can’t make heads or tails of—no matter how hard you try.

Your team should deliver regular updates and reports, but they should do so in a way that’s easy for you and other key stakeholders to understand. If you can’t quickly recap what the latest reporting or dashboard is telling you, consider that a troubling sign.

Request that they deliver more user-friendly reports. If they can’t or don’t, that is a sign you should look elsewhere.

4. You’re spending money on things you don’t understand (like PPC).

A good agency will walk you through complex marketing topics and make sure you understand what’s happening—and why. A good agency can also easily justify why it’s taking specific actions (or requesting a certain budget) so that you don’t have to wonder where your marketing dollars are going.

For example, you don’t need to become a PPC expert, but you should understand the basics—particularly the expected and actual ROI. This is true for all marketing campaigns, especially ones that might be out of your wheelhouse, like Google Ad campaigns.

5. Your agency treats marketing as a “set it and forget it” task.

Marketing is dynamic. What worked last quarter might not work next quarter. The social media platform that was hot might be cooling down. Bidding costs for paid ads will fluctuate and affect your budget. Situations out of your control (like a pandemic or natural disaster) might mean you need to rethink your marketing quickly.

Our point: Your senior living marketing agency must be able to pivot, which isn’t easy if the agency is beholden to a formula or is used to setting and forgetting things (like PPC campaigns).

6. You only occasionally hear from your account team (and never with fresh marketing strategies or ideas).

How often do you hear from your account team? Do they check in with you regularly? Or do they only respond when you email or call them?

The best senior living marketing agencies take a proactive rather than reactive approach. The agency stays on top of what’s working (and what isn’t) for your community, and they come to you with recommendations. They also regularly bring you creative marketing ideas and fresh strategies—and not simply when they’re trying to renew their contract.

7. You don’t own your marketing assets.

Your senior living marketing agency should never hold your marketing assets hostage. Your community should own its website, hosting, relevant Google accounts (like Google Business Profile, Google AdSense, Google Analytics), directory listings, collateral materials, etc.

Reputable agencies clarify in their contracts that you retain ownership of everything developed and created during your engagement.

Yes, members of your account team will need access to specific software (like Google products), but these products make it easy to add marketing partners (for this very reason—so that you don’t lose ownership of your assets).

8. Your account team keeps changing.

It’s normal for an occasional change on your account, but if your account team experiences regular turnover, consider it a warning sign.

Your marketing agency’s team is one that you can rely on. Constantly getting new team members up to speed is exhausting and disruptive. Plus, this merry-go-round behavior likely indicates a more significant problem within the agency.

Time to make a switch? Contact our senior living marketing agency.

For over a decade, we’ve helped senior living communities of all sizes rock their marketing. You won’t have to worry about any of the above issues when you choose us. Contact us today and experience the difference.

Assisted Living PPC Management

Assisted Living PPC Management: 3 Reasons You Should Work with an Agency

You might think, “Assisted living PPC management—how hard can it be?” Below, we provide three compelling reasons why working with an experienced agency like Senior Living SMART makes sense for all your paid advertising needs.

1. We do ppc management every day.

You could try managing your assisted living PPC campaigns on your own. The challenge, of course, is that it’s not the only thing you’re managing, right? If you’re part of your community’s marketing or sales team, you’re already juggling many other things. So PPC would be one more item added to your endless to-do list.

At Senior Living SMART, we have a team devoted to nothing but paid advertising campaigns. That’s the only work they do, day in and day out. This allows them to dive deep into each client’s needs, maximize budgets, and optimize results.

At SLS, our team focuses on all the information that Google is telling them so they can deliver the best results for clients. He and his team also stay current with all things Google and PPC.

This means we can come in with solid recommendations and ideas that are otherwise not considered by people who may be unfamiliar with Google Ads or people who are trying to do it themselves or—in the worst case scenario—people who are doing the “set it and forget it” method of just creating an account, paying for clicks, and moving onto their next checklist item instead of checking ad results.

2. We monitor PPC campaigns every day.

Speaking of setting and forgetting it: That’s NOT a good strategy for assisted living PPC management.

Why? Because pay-per-click advertising is dynamic—and even more so now in the era of Google’s new Search Generative Experience.

If you set up your PPC ads, enter your credit card, and “forget it,” you won’t get insights into . . .

  • Which keywords are bringing in traffic that converts into quality leads
  • Which keywords are bringing in low-quality leads (Hint: You can remove these
    “bad” keywords from your targeting)
  • What changes can you make to landing pages to boost conversions
  • Which leads ultimately become residents

This is because PPC (and Google Ads in particular) requires active maintenance in order to navigate changing market conditions. New competitors can enter your geography, others can leave, and sometimes things can seem to change for no good reason.

Regular, routine maintenance helps ensure a campaign has minimal issues throughout its life, assisting it in earning high-quality leads that make the most of a senior living company’s dollar.

3. We know how much PPC leads should cost.

You don’t have to spend the most to get meaningful results with PPC. When we work with senior living communities, we maximize your budget so you get the biggest bang for your advertising dollar. We’ll undoubtedly make recommendations—but we make these recommendations based on actual data. And we set expectations based on your available budget.

If you tell us you need ten quality leads a month from PPC campaigns with X budget, we might do research that reveals you don’t have enough budget to get those ten leads, but you do have enough to get seven. You can decide whether to increase your budget or work with your intended budget.

Our point: We base everything we recommend on actual data, not pie-in-the-sky dreams.

Here’s a recent example: A senior living community with 15 communities nationwide came to us and asked if we could review their PPC campaigns. They were new to PPC and wondering if they were paying too much per lead.

We audited their data and discovered they were paying thousands of dollars per individual lead, which is extraordinarily high for Google Ads. We came up with recommendations and took over the account.

Since then, we’ve increased their conversions by over a hundred and reduced their cost per lead by 20%.

Would you like to discuss outsourcing your assisted living PPC management?

Get in touch, and let’s discuss how our paid advertising team can help.

How We Saved Our Clients 26000

How We Saved Our Clients $26,000 in 10 Weeks by Focusing on Ad Fraud

In May 2023, the paid media team at Senior Living SMART first began to hear that a few clients were getting unqualified leads from Google Ads.

This isn’t completely unusual – any marketing strategy will always bring in unqualified leads to some extent, and marketing in the senior living industry is no exception.

But these complaints were different. They were specific. They were unsettling. They told us that something else was happening that we weren’t seeing in our regular work.

By the beginning of June, nearly every client who ran a paid ad campaign with SLS was telling us the same thing – they were getting a huge influx of bizarre leads who didn’t even come close to meeting qualification requirements.

In fact, these leads weren’t even close to what any client was targeting. But they all shared similar criteria. These leads:

  • Wanted senior housing for $300 per month
  • Spoke with accents of different languages
  • Sought employment (even though we weren’t running recruitment ads)
  • Used fake names
  • Didn’t respond to sales follow ups

Who were these leads? How did they find our clients? Most importantly, how were we going to make it stop?

The paid media team at SLS spent months trying to answer these questions, among others. It took over our daily work, and we spent meeting after meeting brainstorming, theory-crafting, implementing, and going back to the drawing board.

But one day, we got it, and once we did, it saved our clients $26,000 in 10 weeks.

Further Reading: “Deceptive ad practices frustrate providers by generating excessive, financially unqualified leads, firm says” – McKnights Senior Living

Here are the steps we took to figure it out.

How we saved our clients $26,000 in 10 weeks by focusing on ad fraud

Step 1. We identified the source of the problem

The first step to stopping any new problem is understanding it. For us, that meant we had to make sure that these leads were, in fact, coming from Google Ads.

We used two main tools for this: Google Ads and HubSpot.

The clients of ours who used HubSpot had access to its treasure drove of data on each and every lead that came through. This meant documenting the lead’s origin from paid search, the name of the search campaign, and the keyword they used to trigger the ads.

Having this data ready for hundreds of leads, we then drilled deeper into keywords, specifically.

Strangely, the keywords credited with earning these leads in HubSpot seemed normal: “assisted living near me,” “find senior living,” and so on. Prior to May, these keywords were powerful drivers of high-quality leads that had strong potential to become move-ins for our clients over time.

But things didn’t get really strange until we compared HubSpot’s data to Google Ads.

“Assisted living near me” and the other keywords in HubSpot didn’t line up with what Google Ads showed us. HubSpot might show that a keyword brought in eight leads last week, but Google Ads would show that it only earned two – or maybe even zero.

Because we use conversion tracking for all of our clients’ paid campaigns, this keyword data – and the number of conversions they drive – should be the same, but this wasn’t the case. In fact, it wasn’t even close.

Even so, it’s not common for Google and HubSpot to simply “not work,” so we double- and triple-checked all of our tracking parameters for both Google and HubSpot. They both passed perfectly.

Something was clearly wrong – and it wasn’t us. That’s a good-news-bad-news situation.

If it were an error we made, we could fix it, but it’d also be a terrible error on our part. Because it’s an external issue, we can’t fix it right away.

We knew our keyword data couldn’t point us in the right direction. Next, we turned to demographic information of the leads themselves.

They shared some elements in common that I already mentioned, the strangest of which were those who came from Google Ads campaigns but told clients they heard about them through TikTok, Facebook, or Instagram — none of which were currently in use for clients experiencing this problem. This was helpful information, nonetheless.

If these leads were credited to Google Ads but said they heard of a community from social media, it meant a person or robot was manually presenting information about a community in one of two ways:

  1. Copying and pasting the link directly from our ad
  2. Linking to a Google Search Partner that presented our ad

Why is that the case? Because those are the only ways that someone could hear about a community on a social platform and have their conversion attributed to paid search.

With that in mind, we formed two hypotheses:

First, someone could be using a robot to swipe our links and re-paste them on a social network. There’s no real reason to do this though, and there’s no well-documented case of ad fraud including copied links.

Second, it could be a search partner. Search partners are third-party companies that white-label Google’s search engine as their own product. Sometimes, that company may present the product as a search engine. Other times, it may appear like a series of buttons or ads.

More importantly, there was a financial incentive for search partners. If they earned clicks for Google Ads, they got a share of the revenue, so in theory, a search partner could create a website, white-label Google Search, use social media (or ads) to send people to their website, and get clicks on ads for a payout.

Is this the most reputable way to make a buck? No, but we couldn’t deny it – all of the pieces in this theory made sense.

We then chose to test this one first by mapping out the flow of how someone went from never hearing about our client to somehow thinking they offered $300 / month senior living.

Step 2. We sought to understand the flow of unqualified leads

Fortunately for us, this process didn’t take long to complete. Almost all of our clients use search campaigns since that’s statistically the strongest method of earning leads through paid media for senior living. One of the reasons this is so strong is the Search Partner Network.

Historically, we used this when our clients were going up against competitors with deep pockets that made competing on paid ads out of the question. The high rollers would buy up the real estate in Google Search, and our clients would pick up leads from the search partner network. They’d even hit lead goals using this strategy, so we made it a part of our strategy for most clients.

There’s a catch, though: Google doesn’t publish the names of its search partners. Unless they’re really big names – like Yahoo! — Google doesn’t tell you who shows your ads. They also don’t tell you how those search partners may get the traffic to engage with your ads.

For SLS, that meant we had to find a search partner in the wild. Fortunately, we knew exactly where to start.

We searched for keywords like “$300 senior living near me” several times, changing our location with VPNs and cookie-blocker options as we worked. Sure enough, we got a few hits every time we tried.

On every website we landed, we learned a few interesting things:

  • The website itself was not a search partner; it was a website serving Google display ads
  • The search partner took out display ads on the host website
  • When someone clicked the ad, they went to the search partner site
  • The search partner then used buttons to navigate users to a new set of ads
  • The new set of ads did not have anything to do with the original ad
  • The user would click an ad and end up on our clients’ websites, still searching for $300 / month senior living because of how the search partner presented their ads

This answered a few questions for us:

First, it proved that search partners were at least part of the problem – if not the entire problem.

Second, it showed how a lead could be credited as coming from paid search and a bizarre keyword to find one of our clients. It wasn’t their fault – they were clicking options that were presented to them.

Third, it explained the disconnect in the keyword data between HubSpot and Google Ads. They were tracking different clicks.

To make matters more complicated, the URL of each search partner had hardcoded UTM parameters in them. These UTM parameters are how Google and HubSpot sort data about where a lead originated. You’ll see them in a webpage’s URL after the domain information after a question mark: “UTM_source” is how they know someone came from paid search, “UTM_campaign” is how they knew the campaign name, etc.

Here’s an example of UTM parameters in action:

In this example, “” is the domain and “/landing-page” is the specific page. This is the required portion of the URL so that your browser knows where to take you. The rest of it – after the question mark – is exclusively used for tracking.

In this example, the “source” is Google Ads, the “medium” is paid search, the “campaign” is called Independent Living, and the “term” that drove traffic is independent living near me.

In Google Ads, this information is automatically plugged into a URL after someone clicks to assist in proper attribution. If those parameters change, then the URL sends false information to the CRM, and that causes a discrepancy in the reporting between a CRM and Google Ads.

Because the UTM parameters were being changed on the search partner site, HubSpot & Google Ads had a hard time parsing what went where.

Our clients were feeling confused. If we wanted to help them stop feeling that way, we knew we had to take our fight to the search partner network. But here’s the thing – we couldn’t just turn it off.

Search partner ads still accounted for 90%+ of some of our clients’ leads. They may have been unqualified, but some were also very qualified, so killing the Search Partner extension was out of the question. Instead, we needed a more surgical solution.

Step 3. We took preventative action

At this point, we had spent a few weeks working out exactly what was happening so we could address it. While it took some time, we were happy to have some level of a solution to roll out. Our first step was to make several Google Ads lists for negative keywords. Negative keywords are used to specify who you don’t want to see your ads, just as regular keywords are used to identify who should see your ads.

Our regular keyword suite includes terms like “senior living near me.” We then updated our negative keyword list with terms like “$300” so that we wouldn’t show for “$300 senior living near me.”

Even though these search network partners are using some sketchy tactics to earn clicks, they still have to abide by the rules that Google Ads sets out for them. One of those rules is that they must respect negative keywords. All of those keywords we identified at the start of this investigation went right onto our negative keyword list.

Then, we went back to the search partner websites and looked for other terms they allowed someone to click. If we found one, we added it to the negative keyword list. The only exception to this work was if we found a keyword that simply said “assisted living” or “independent living” or something to that effect. We didn’t want to block those terms because they still drove qualified traffic to clients – even if a few unqualified leads got through every now and again, but for all of the other strange ones – like “seniors independent living facilities usa 2023 best” – they went onto the list.

Then, we waited.

Step 4. We looked for results to validate our methods

It didn’t take long to see results. The very next day showed a drop in conversions across the board, but we don’t take action on a single day of data – it could be an anomaly, and the conditions that caused the drop could change the next day, but the results were consistent for the next several days.

To know whether our changes really worked as intended, we had to talk to our clients’ sales team. It can take weeks for a lead to go from their first conversion to their first conversation with a salesperson in the senior living industry, so we asked our clients to let us know if anything changed with sales team feedback. Most clients were quiet that first week. But by the second week, we started hearing some good results.

In fact, three weeks after we rolled out the changes, one client told us that we eliminated as much as 85% of the unqualified leads they were seeing a month earlier.

We didn’t want to rest on our laurels, so we reviewed the data 10 weeks after we implemented our changes. We learned definitively that we’re going in the right direction. Here’s what we found when we looked at our clients:

  • Cost: -$25,800
  • Impressions: -31.53%
  • Clicks: -16.71%
  • Click-Through Rate: +21.65%
  • Conversions: +8.80%
  • Conversion Rate: +30.63%
  • Cost per Lead: +1.98%

Here’s why we were excited:

First, the cost went down, and we were saving our clients money. This isn’t a great indicator to see long-term because you ideally want to spend all of your Google Ads budget every day, but for a sharp and sudden change, we were happy to see that costs decreased overall.

Next, impressions went down. Because we knew that we were blocking keywords that corresponded to low-quality leads, we wanted to see impressions decrease. This meant fewer people were seeing the ads, and that’s exactly what we set out to do.

Third, clicks decreased. This makes sense – we had fewer impressions, so we were most likely going to have fewer clicks as well.

Despite the fact that we had fewer clicks and impressions, the click-through rate – or the percentage of people who saw an ad and engaged with it – went up by 21.65%. We weren’t reaching as many people, but we were reaching a much more interested audience.

On top of that, overall conversion increased by 8.80%. This was the primary proof that we were engaging a better audience as we shifted the priority to lead quality. We were engaging fewer people, but they were so interested that our conversions actually increased!

We also found that the conversion rate went up by more than 30%, once again proving that we were engaging a highly qualified, highly interested audience even as we intentionally blocked people from seeing ads.

Finally, the cost per lead remained stable, increasing less than 2%.

Our solution worked, but there was still work to do.

Step 5. We continued the work of keeping on top of unqualified leads

We discovered pretty quickly that the search partners sending unqualified leads to our clients have a vested interest in continuing their practice. We now review our clients’ conversion sources (including keywords) on a daily basis. We started blocking new terms like “seniors living” and “senior aprs” (which is almost certainly an intentional misspelling of “senior apts.”) As we continue to block these unqualified leads, we continue to drive stronger results for clients.

Want to learn more about Google Ads and possible fraud?

Download our free guide! In this guide, we dive into the details about different types of fraud and the steps you can take to fight back.

The Non-Linear Customer Journey in Senior Living Marketing

The Non-Linear Customer Journey in Senior Living Marketing

When marketers discuss the prospect’s journey, they often talk about three stages: awareness, consideration, and decision. In senior living, you must also consider three other stages: whether, where, and when.

Below, we dive deeper into each stage, including how they should influence your senior living marketing efforts.

The “whether” stage

In the “whether” stage, prospects are thinking about things like whether they should consider using home care instead of moving into a community, whether they can afford senior living, whether they have to sell their home before moving in, whether they can get the family on board, and so forth.

They’ll often turn to the internet to research these questions. If they land on your website and download a resource, like a ‘home care vs. assisted living’ guide, they might gain a general awareness of your community. But awareness isn’t their goal—at least, not yet. They’re looking for answers to questions.

How the “whether” stage should influence your senior living marketing efforts:

  • Develop a solid strategy for scoring and segmenting leads. Most people in this stage are not ready for a sales interaction. Instead, they should be entered into an appropriate long-term lead nurturing workflow.
  • Create a deep library of engaging content. The sales cycles for independent living and assisted living are long. Prospects might require upwards of thirty “touches.” The content you offer on touch #22 must be as engaging and helpful as the content you offer on touch #1.
  • Use marketing automation. Marketing automation sends the right message to the right person at the right time—an essential tool when dealing with sales cycles that last months or even years.

The “where” stage

The “where” stage coincides with the consideration stage. People in this stage are looking at senior living options. They’ve accepted—or come around to the idea, at least—that senior living is the best option for their situation.

They’re still researching—but now they’re doing it with a singular focus. Where is the best place for them to move into? They’ll have a much more critical eye when reviewing senior living websites. They’ll check out reviews, pay attention to what people say on social media, and click on targeted paid advertising.

How the “where” stage should influence your senior living marketing efforts:

  • Provide compelling specifics about life in your community. The “general” content got them to your website in the first place, like the ‘assisted living vs. home care’ guide we mentioned earlier. Now, they’re eager to learn the specifics about your community, including what makes it unique. Real photos of the spaces, residents and staff, plentiful videos, and transparent pricing are all excellent ways to show your community’s unique attributes.
  • Pay attention to your community’s reviews. People read reviews, full stop. Make sure you claim your profile on popular review sites for senior living. Keep your Google Business Profile updated as well. (Overwhelmed? Hint: We can manage all of this for you.)
  • Embrace paid digital advertising. Pay-per-click advertising can be highly effective for senior living communities—and cost-effective to boot since you only pay when someone clicks on the ad. In particular, remarketing (those ads that follow people around online after they visit your website) can help keep your community top of mind. Native advertising on social media can also be an effective way to encourage people to return to your site.
  • Invite people into your community. Ultimately, you want to get people off their computers and into your community so they can experience it first-hand. Inviting people for a complimentary lunch, a resident backyard BBQ, and other events is a great way to help people in the “where” stage envision themselves in your community.

The “when” stage

The “when” stage happens alongside the decision stage. Prospects have narrowed their choices, zeroed in on the “winner,” and are deciding when to move.

Sometimes, people are contemplating two contenders who are neck and neck—this is where your teams (marketing and sales) might need to develop other programs/collateral to help people get off the fence.

How the “when” stage should influence your senior living marketing and sales efforts:

  • Offer incentives. This is the best stage to offer an incentive to create urgency—to move sooner rather than later (and to choose your community over another).
  • Provide a visual. You already know who your competitors are in the area. Create a nicely designed comparison chart that highlights your community’s offerings. Your sales team could deliver it to the prospect with baked goods from the kitchen.

Bonus: Events for each stage

Check out our article about senior living marketing events for each stage. And, of course, if you need help scoring and segmenting leads—or implementing marketing automation—get in touch.

What the Best Senior Living Websites Do

What the Best Senior Living Websites Do

People who manage the best senior living websites don’t get hung up on overall website traffic. Instead, they make sure they have the right balance of first-time visitors vs. returning visitors.

Why? Keep on reading.

Below, we discuss the following:

  • Why returning visitors are crucial to the senior living sales cycle
  • What percentage of your traffic should be returning visits
  • Which areas to review (and fix) to improve returning visits
  • What to do if you need help

Why returning website visitors are crucial to the senior living sales cycle

People visiting your senior living website for the first time aren’t going to convert into move-ins on the spot. That’s not how the industry works—not even close.

The senior living sales cycle is LONG and can stretch from months to years. It can take anywhere between 20 and 30 touchpoints to get people through their journey from start to finish. That’s A LOT of touchpoints, each one needing to be just as engaging as the last.

Don’t get us wrong: We’re not trying to downplay the importance of initial website visits. You must get the right people to your website in the first place. But you also need to give them a reason to return repeatedly. If you spend time and money getting people to your site, but your site is simply a glorified brochure that people can consume in one sitting, you’ll have difficulty staying on their radar during their journey.

  • What the best senior living websites get right: The best sites deliver an engaging experience. “Engaging” can mean different things to different people. But straightforward navigation, accessibility, custom design, helpful information, and interactive options like live chat, quizzes/self-assessments, 3D tours of apartments, and videos can hold people’s interest while they’re on the site—and entice them to come back for more.

What percentage of your traffic should be returning visits

A healthy senior living website will have around 70 to 75 percent new visitors and 25 to 30 percent returning visitors.

How people return:

  • Some will return thanks to your nurturing efforts. They converted on something during their first visit, like a download, and you can nurture them through email marketing moving forward.
  • Some will go to your site directly. They’re familiar enough with your name—maybe you impressed them so much on your first visit, or all those remarketing ads have paid off and they know your brand. And they type it directly into their browser.
  • Some will return from your Google Business Profile, social media sites, or directory listings. So make sure your info is up-to-date on those places as well.

As mentioned earlier, many prospects require 20 to 30 touchpoints during their journey. If most of your traffic is new, you’re not giving people the necessary touchpoints. You’re NOT going to close someone on their first visit. But someone who’s visited your site multiple times and consumed the content along the way will be much easier to nudge into a tour or participation in some other sort of event, like a webinar.

  • What the best senior living websites get right: The best sites are a component of a robust marketing automation strategy that get leads to return to the site. At its simplest, marketing automation delivers the right message to the right person at the right time, and often that message is a piece of content on your website. If you attempted to do this manually, it would be a nightmare!

Which areas to review (and fix) to improve returning visits

Perform an overall website audit

A website audit will give you and your team an overview of what’s working and what’s not, especially from a technical standpoint. For example, it’s loading slowly, or it isn’t rendering well across mobile devices.

Once you have the audit results, you can tackle what to fix. Hint: We offer a thorough, cost-effective total online presence audit of your website. Your team can run with the results—or have us make the fixes.

Perform a content audit (website and emails)

Great content answers people’s questions, gives them important points to consider, and allows them to interact with your community online (for example, through interactive assessments or floor plans). You need a good mix of content types to keep people’s attention and inspire them to return. Think short articles, longer articles, guides, charts, videos, and visuals that tell stories.

Perform an audit of your Google Business Profile—and other review sites

Is your Google Business Profile fully optimized? Before saying yes, ensure you understand everything you can do with your Profile. Here are some tips for optimizing your Google Business Profile. Or ping us if you need help optimizing your GBP.

As for reviews, monitor, monitor, monitor! Reputation management is critical. No one is expecting a perfect 5-star record. A 3.8-star average record WILL be a problem, though. Another issue? Prospects want to see recent reviews, not ones from three years ago. Get in the habit of regularly soliciting reviews from happy residents and their families.

  • What the best senior living websites do: The best sites don’t operate in a silo. Sure, your site serves as the primary hub. But plenty of other sites—Google Business Profile in particular—can serve as secondary websites and encourage people to visit your site, provided those secondary sites are also engaging.

What to do if you need help?

We can help you get your website performing as it should be. Get in touch and let’s do this!

ChatGPT and SEO for Senior Living

ChatGPT & SEO for Senior Living

We recently wrote about ChatGPT and whether you should use it for senior living marketing. The short answer: Don’t use it to replace your process for creating digital content, like blog posts, white papers, and guides. ChatGPT has trouble producing quality long-form content—it can lose its train of thought, and you can’t rely on it to provide accurate information or for the content to be original.

But even if those issues get resolved, there’s another reason why you shouldn’t rely on ChatGPT to create your digital content: It could end up hurting you in search.

And that brings us to today’s topic: ChatGPT and SEO for senior living.

Below, we’re going to discuss the following:

  • The effect AI-generated content can have on search engine optimization (SEO)
  • Whether AI-generated content can ever be considered “original, high-quality content”
  • How to make sure any AI-generated content you do use doesn’t sound like AI

Let’s get to it!

What effect does AI-generated content have on search engine optimization (SEO)?

Google rewards “original, high-quality content.” And it doesn’t like it if you do things to your content to manipulate rankings. (This isn’t new; think back to the days of keyword stuffing.)

So, what’s Google’s take on whether you should use AI-generated content?

Google says, “If you see AI as an essential way to help you produce content that is helpful and original, it might be useful to consider. If you see AI as an inexpensive, easy way to game search engine rankings, then no.”

This, of course, leads to a natural question:

Can AI-generated content ever be considered original and high-quality?

ChatGPT generates conversational content that’s grammatically correct. But it’s content that you could find anywhere, and there are even valid concerns about plagiarism. (Not to mention, its “voice” is somewhat vanilla and often wooden.)

For example, asking it to write a blog post about the Veterans Aid & Attendance benefit will produce grammatically correct, conversational content that may or may not be accurate… (Another issue with ChatGPT is that it’s only been trained on data through 2021.)

But this blog post won’t include anything highly original, like the story about Bob, who was so grateful for the lunch-and-learn session you held about the benefit or how he uses it to pay for his apartment in your community.

A story like that can elevate a piece of generic content you could find anywhere to something special that resonates with readers.

ChatGPT can’t create this unique content since it won’t know the people in your community, their stories, or tactile things like the colors, the smells, and the feeling you get when you sit out on your community’s patio sipping wine.

You need a human to capture those things. And that’s unlikely to change any time soon.

How would Google (or anyone else) know if you’re using AI-generated content?

The rise of AI chatbots has led to the rise of AI detectors. Open AI (the creator of ChatGPT) has also released its own AI-text classifier. You paste a portion of the text into the tool, and it determines whether AI or a human being generated the text.

If you use ChatGPT to support or supplement (not replace) your content marketing efforts, you’ll want to thoroughly revise any content it creates to sound like your brand, not AI. To do this, run your content through the AI detector. Keep revising the content until the AI detector says your copy is unlikely or very unlikely AI-generated.

Sounds like a lot of extra work, right?

This is for you to decide. Is ChatGPT, in its present state, more of a novelty? Or can it help your senior living marketing team speed up content creation for your community?

Going back to our Veterans Aid & Attendance benefit . . . if ChatGPT creates the initial blog post and you pass it off to a writer to rewrite with real-life examples and with your brand voice in mind, are you saving any time or money?

The answer will likely vary, depending on the writer. Some writers are much faster at producing content from scratch than rewriting someone else’s content, like ChatGPT’s.

Successful SEO for senior living doesn’t cut corners.

Listen, we get ChatGPT’s allure. It would be fantastic if we could rely on AI to create highly original, helpful content that converts site visitors into leads and leads into move-ins. But the technology isn’t there yet—and it might never be.

There’s no substitute for the human touch when it comes to successful SEO for senior living. Reach out if you’d like help from a marketing firm that knows how to do it right.

ChatGPT for Senior Living Marketing

ChatGPT: What to Know for Senior Living Marketing

You’ve probably heard people buzzing about ChatGPT. Its emergence has dominated headlines (it’s the fastest-growing app of all time), spurred countless debates, and worried everyone from teachers to writers to editors to ethicists to conspiracy theorists.

But what exactly is ChatGPT? And how can it be used to support your senior living marketing efforts?

Below, we’re going to answer those questions and more:

  • What is ChatGPT?
  • What sort of content can ChatGPT produce?
  • Are there any issues with ChatGPT-generated content?
  • Should you use ChatGPT for your senior living marketing?

Let’s get to it.

What is ChatGPT?

ChatGPT is a free artificial intelligence (AI) chatbot. It was released in November 2022 by OpenAI. ChatGPT stands for “Chat-based Generative Pre-trained Transformer,” which is a mouthful.

Also, what the heck does that even mean?

Simply put, ChatGPT delivers text-based responses to your “prompts.” A prompt is a question or a request, such as “Write a 600-word blog post about the benefits of senior living.” ChatGPT produces its responses astonishingly fast—and the responses sound remarkably human.

ChatGPT is “trained” on massive amounts of text data. From this data, it has learned how to mimic human conversations.

It’s worth mentioning that ChatGPT isn’t the only AI game in town. Here’s a list of 30 ChatGPT alternatives (free and paid). We’re focusing on ChatGPT because everyone is talking about it.

What sort of content can ChatGPT produce?

You can prompt ChatGPT to create various content, like a well-reasoned essay about Romeo & Juliet, a poem on first love, or an explanation of the Veterans Aid & Attendance benefit.

See the screenshot below, which includes our prompt and ChatGPT’s response.

ChatGPT definition of Veterans benefit

ChatGPT wrote the above in a matter of seconds.

Impressive, right? Well, yes and no.

The above might sound convincing, but ChatGPT’s answer is outdated. The 2023 rate for a surviving spouse is now $1,432, not $1,244. The other numbers are also incorrect.

The above example highlights two of the most significant issues with ChatGPT to date:

  • ChatGPT is “trained” only through 2021.
  • ChatGPT makes LOTs of mistakes.

ChatGPT got the details wrong about the Veterans Aid & Attendance benefit because of its training—it has no “knowledge” of anything after 2021, so it doesn’t know about the updated rates for 2023.

But here’s the thing: ChatGPT also makes plenty of mistakes on things it should know.

Many people have written about this issue. Here are some excellent articles to check out if you want to dive deeper.

Are there any other issues with ChatGPT-generated content?

Yes! If the lack of accuracy isn’t enough to give you pause, then the following issues might:

  • ChatGPT has trouble producing long content. It can lose the “thread” of a discussion once it hits 800 or so words.
  • ChatGPT content often sounds stilted. It’s trying to mimic humans, but it’s not human. While the content is grammatically correct, it can still sound wooden. (And good luck trying to get it to capture your brand voice.)
  • ChatGPT-generated content could have serious SEO implications. We’ll address this in a subsequent blog post, but if you use ChatGPT to create tons of content to manipulate your site’s rankings in Google, we have two words for you: keyword stuffing. (In other words, Google doesn’t like being manipulated, and it’s only a matter of time before it updates its algorithm accordingly.)

Should you use ChatGPT for your senior living marketing efforts, like content creation?

ChatGPT shouldn’t replace your current process for creating high-quality, original, long-form content. The issues with originality, accuracy, tone, and potential SEO implications outweigh any benefits.

But ChatGPT does have potential in other areas:

Use it for brainstorming.

Brainstorming might be the best use for ChatGPT in senior living marketing. Give ChatGPT a keyword phrase and ask it to brainstorm ten potential blog post titles. Then, choose the title you like best and hand it off to a writer.

Below is a screenshot of this idea in action.

ChatGPT blog title brainstorm Vet Benefit

Use it to create outlines.

A keyword-rich blog title and solid outline can help make a writer’s job go much faster. Having ChatGPT do the heavy lifting with the outline is another smart way to use this tool.

See the screenshot below. You’d still want to review and revise the outline. But ChatGPT typically delivers a solid structure that you or your writer could easily work with.

ChatGPT blog outline

Use it for short-form content (but always review and revise).

We asked ChatGPT to write five calls to action for a guide about the Veterans Aid & Attendance benefit. Some might work better as social media posts. All would need to be revised for style and voice.


Bottom line: Be careful how you use ChatGPT for your senior living marketing.

ChatGPT is one tool, not the only tool. While it might be helpful with brainstorming and generating outlines, you shouldn’t use it to generate long-form content. Stick to humans for that.

Need help developing an effective content strategy for your senior living community? Get in touch, and let’s chat!