Many families are not fully aware of the quality-of-life benefits senior living provides. As a result, they often delay moving to a community. Furthermore, caregivers may feel guilty when confronted with the idea that their parent or loved one needs support outside the home.
Meeting these challenges can be costly and complex. However, senior communities don’t have to go at it alone. A Place for Mom (APFM) works with over 350,000 families a year, helping them understand their senior living options through local Senior Living Advisors (SLAs) and then referring them to senior living community partners. SLAs help families understand their local senior care, cost and lifestyle options in their city or town of interest.
For many, the choices can be overwhelming and our local advisory service helps narrow down and personalize these options so families feel confident moving forward.
Reaching New Families Nationwide through TV, Advocacy and Digital Marketing
A Place for Mom invests millions of dollars in national television advertising annually to reach a highly-qualified audience of caregivers. This program benefits senior living communities across North America as approximately 28% of families need care for a loved one in a different city or state. Reaching a national audience through our trusted spokeswoman, Joan Lunden, also helps to educate families about the quality-of-life benefits that senior living provides.
No other senior living advisory and referral service matches our national reach, educates families about the value of senior living, and provides local resources to connect qualified families with partner communities.
Operating the Industry’s Most Effective Digital Marketing Platform
Digital marketing programs are complex, costly, continuously evolving—and more important than ever. Google searches for senior living have increased 40% since 2015, and competition within the industry is both local and national. Senior living communities need customized search-term messaging, targeting, and bidding to reach families with the information they seek, whether they’re local or searching across North America.
APFM’s online and mobile marketing platform reaches more than 2 million families each month on behalf of our partner network. This allows our partners a level of marketing reach, scale, and analytics that might otherwise be out of reach.
These capabilities allow APFM to deliver a reliable and continuous stream of high-quality referrals our partners need to meet their occupancy goals in an increasingly competitive market.
Upfront Qualification Ensure Partners Receive Quality Referrals
We know the importance of lead quality and the value it provides to our partners. We invest time, money & resources to manage & qualify every family early in their search to support partners toward profitable growth. Our investments in lead qualification ensure that by the time a family is introduced to a partner, they are ready to move forward and move in. In fact, of the families who inquire with us, only 10% are referred to our partner network and an average of 4.4 communities are provided to each family.
A Place for Mom qualifies every family throughout our SLA led process. It starts with our investment in a national call center (we call it our Connection Center) where families connect with a senior care resource coordinator prior to being connected to one of our local SLAs. Our SLAs engage with each inquiring family to understand their particular scenario, uncover key motivators and needs, build a budget, educate on specific senior living options and empower the inquirer to take action. Whenever possible, they also schedule tours for the family with partner communities who meet their needs.
Throughout the process we stay connected with families, and help them understand their options and move forward.
We Help Partners Achieve High ROI with No Up-front Investment
No other referral source matches the scale, ROI, and occupancy-growth opportunities that A Place for Mom provides. Our partners have shared with us that our partnership generates 15 – 30% of their lead bank, and partners pay only when a family moves in—no upfront investment is required. Our partners’ return on future revenue ranges from 2,000 to 2,500% at a move-in cost of 3 – 5%.
Helping Partners Outperform the Market
The senior living industry has experienced moderate growth of 3 – 4 % in recent years, despite the Baby Boom generation’s rising need for care. Families with an incomplete understanding of today’s senior living options often delay moving to a senior community in favor of in-home services and short-term customized care. Families and loved ones want to connect with senior living resources within the space of their busy lives, at various times and through a variety of communication methods – not only voice-to-voice and not only during traditional business hours. Our SLAs are available to support families in their search during times and methods that are convenient for families. To continue growing and support our partners’ growth, we are here to educate families about the benefits of senior living and to help them to take action. We do all of this on behalf of our partner network at no upfront cost to our partners.