assisted living marketing

7 Best Steps for Marketing for Your RCFE

Despite the abundance of an aging population that requires help with daily living activities, finding residents for your assisted living home can still be challenging. A successful residential care facility for the elderly (RCFE) depends on the ability to provide desirable services in the right location paired with creative assisted living marketing techniques.

Whether you are just getting a new facility off the ground and working on your assisted living license or caring for seniors in an established facility, taking time to promote the features you offer can help keep your home filled with happy occupants. This article offers sound strategies for locating and attracting clients for a new or established RCFE.

Develop a Plan To Guide Assisted Living Marketing Efforts

Putting together a marketing plan to make your facility attractive to seniors and their loved ones is a big undertaking. However, breaking down the project into manageable steps promotes focus and prevents overwhelm.

RCFE marketing

Once you begin, make sure your RCFE is ready to open and meets state requirements, including a qualified administrator with a current RCFE Administrator Certification. When everything is underway, put these seven strategies to work.

1. Investigate the Competition

Before you complete the steps to opening an RCFE in California and submit your assisted living license application, carefully research competing assisted living facilities in your area. In doing so, you’ll gain a better perspective on the services and amenities that are most important to potential residents. 

Try to visit a variety of care facilities from small family-run operations to large corporate chains. Pay special attention to those similar in size and style to your RCFE. Investigate price structures, competing amenities, and marketing strategies your rivals are implementing.

how to get more RCFE clients

In addition to a physical visit to an RCFE, be sure to check out the competition online. Read their reviews and take note of the services they highlight. Think about what you could do better or differently. 

By taking the time to understand the competitive landscape, you’ll be in a better position to outperform competitors.

2. Recognize the Needs of Potential Residents

Creating a profile of your ideal customer is helpful in understanding who you will be marketing to. Although this requires an investment of time, it is worth every minute. Not only do you learn what prospective residents want, but you also acquire information that’s vital to serving your assisted living clientele.

When it comes to marketing for an RCFE, recognize the life stage your prospective client is in. Remember that assisted living is sometimes the first step in the progression from total independence to nursing home care.

assisted living marketing

Many seniors considering your facility are giving up a long-term home, downsizing their possessions, and transitioning to a residential community. Since they are looking for a homelike environment, as much independence as possible, and a place they can fit in, these become important points to emphasize in your marketing.

3. Create a Website

Your assisted living marketing methods must utilize current technology and internet exposure in today’s world. Many seniors are comfortable now with computers, technology, and social media. Some probably used these tools during the latter part of their careers.

When older individuals decide to transition to an RCFE, their adult children often become involved in the search for an appropriate facility. They often get their information from online searches consisting of facility websites and third-party review sites. 

For those actively researching assisted living possibilities, your RCFE website becomes their initial contact with your facility – it will likely be their first impression before they visit your facility. 

 Since a positive online experience is so vital, make sure your website includes superior functions:

  • Exhibits professional design, effective headings, and high-quality content
  • Supplies understandable information and straightforward navigation
  • Furnishes contact details such as an address, phone number, email, and maps
  • Incorporates photos and videos
  • Contains comments and testimonials from residents and family members
  • Provides a good experience on a  mobile device
  • Includes regular updates
  • Has an activity calendar and a resident-driven menu

4. Participate in Internet Listings and Review Sites

Another valuable strategy utilizes internet directory sites such as Google Business Profile and independent third-party sites that list and review assisted living facilities. They can help prospects find your website, and provide online testimonials from others about your work.

How to get RCFE reviews

Actively respond to reviews to demonstrate your commitment to customer service and promote confidence in your RCFE. One study shows that 32% of potential customers read at least 4-6 online reviews before making a decision to engage with a business.

Review management is a powerful tool when attracting new residents.

5. Choose a Social Media Site or Two

A professional social media presence that features recent activities at your facility and promotes upcoming special events keeps your RCFE familiar to people even before they may need your services. Share the values of your home through posts, photos, and videos. Social media gives you the ability to reach a wider audience than you would normally be able to reach. 

Focus on one or two sites so you can participate with regular, quality information.

6. Feature Relevant Blogs

Spotlight regular blogs on your website to familiarize prospects with your assisted living home. These articles should provide helpful information on issues older individuals may face, such as downsizing, moving, adjusting to different living environments, or making new friends. You can write the blogs yourself or hire a contract writer or service to furnish them.

assisted living marketing

Blogs not only give valuable information but also help to drive visitors to your website and help to establish you as an expert in senior care.

7. Sponsor Community Events

You can adjust the type and size of the occasion to the location, space, and interests of your residents and community members. A small RCFE might offer a Halloween party for neighborhood children, a book club for residents and community members, or a summer lawn party that includes the neighborhood. Start small, and if refreshments are planned, ask for advance reservations.

Highlight Current Training in Your Assisted Living Marketing Efforts

Whether your administrator has completed continuing education classes required to maintain a current certificate or a new employee is working on training classes, feature the information on your website and social media accounts. 

You can always contact Assisted Living Education to answer your questions and provide high-quality training classes for all your RCFE certification needs. We want to empower you to provide quality care to all your residents.

People Also Ask: 

How do I find employees for my RCFE?

Finding and retaining dedicated caregivers for your RCFE can be challenging without a solid hiring process. Here are seven ways to attract employees to your RCFE.

What are the key steps in marketing a residential care facility for the elderly?

Marketing a residential care facility for the elderly involves several crucial steps. First, create a compelling website with information on services and amenities. Second, establish a strong online presence through social media and review platforms. Third, build partnerships with local healthcare providers. Fourth, offer educational seminars on elderly care. Lastly, maintain an excellent reputation through exceptional service.

How can I effectively use social media for marketing my elderly care facility?

To utilize social media effectively, regularly post engaging content, such as resident success stories and staff spotlights. Interact with your audience by responding to comments and messages promptly. Use targeted advertising to reach potential clients and their families. Showcase the facility’s unique features and caring staff through visually appealing photos and videos.

What role does search engine optimization (SEO) play in marketing a residential care facility for the elderly?

SEO is vital for online visibility. Optimize your website with relevant keywords like “elderly care facility” and location-specific terms. Create informative, user-friendly content that answers common questions about elderly care. This helps your site rank higher on search engines, making it easier for families seeking care to find your facility.

How can I build trust with potential residents and their families in my assisted living marketing efforts?

Building trust is essential. Share testimonials and reviews from satisfied residents and their families. Highlight your staff’s qualifications and dedication to providing excellent care. Offer virtual tours or open houses to allow potential residents and their families to see your facility firsthand. Transparency and open communication are key to fostering trust.

What offline marketing strategies are effective for promoting an elderly care facility?

Offline strategies include attending local community events, hosting informational sessions, and partnering with healthcare professionals. Additionally, create brochures and flyers for distribution at doctor’s offices and senior centers. Networking within the community and forming partnerships can also raise awareness about your facility.

About Assisted Living Education
Assisted Living Education has been operating in and improving the growing senior care industry for over 15 years. Founded by certified RCFE administrators, Jane Van Dyke-Perez and Bill Perez, we have licensed more than 1,100 assisted living facilities and built close relationships with the California Department of Social Services, assisted living managers, owners and industry professionals. As senior living care educators ourselves, we strive to contribute our knowledge and skills to continually improve senior care and the satisfaction of those working in the industry.