The fast evolution of user-friendly tech and instant access to information has allowed the consumer of today to be more self-sufficient by accessing information and doing research on their own. With ever increasing options available at a tap of the touchscreen, consumer behavior and preferences are forever in flux. And with attention spans shrinking, the key to reaching your audience is understanding how they search for information and reaching them where they are in their senior living search journey.
A Place for Mom (APFM) communicates with hundreds of thousands of families in need of senior living each year on behalf of our partners. We help you take the guess work out by investing in understanding the characteristics of these families, determining what they’re looking in their search, and the best way to reach them along that journey. In addition to your own sales and marketing, your partnership with APFM helps to extend the reach of your brand and connect with qualified families you may not have otherwise been able to reach. We spend the time to understand the thoughts, behaviors, and opinions of families within their decision-making journey and focus on providing information, tools and resources families need to move forward in finding the care and support they require.
Reaching new Market Segments
We know that families have different needs and are in different stages of their care search. Our research enables APFM to segment the market according to the needs of caregivers as they begin their search and customize our online educational content to reach more families and increase the effectiveness of our marketing across our many brands.
The APFM family of brands connects caregivers to the senior living marketplace and helps caregivers answer their most common questions. By doing so, we are increasing the brand awareness of the senior living industry and providing direct access to our network of senior living partners.
The A Place for Mom brand reaches all adult children who are caring for a parent and help them understand their options by care type, including memory care, assisted living, independent living and residential care homes. We help answer their most common questions around those care options, financing, communication, getting started and finding the right long-term care solution.
SeniorAdvisor.org is dedicated to helping aging veterans and their families understand their options and assist in accessing the Veterans Aid and Attendance Benefit.
Alzhiemers.net focuses on families caring for those with Alzheimer’s or Dementia and provides educational resources that can help a family based on where they are in their care support journey.
AgingCare helps families find answers, care and information on eldercare through caregiver forums and content related to aging.
NursingHomes.com helps families navigate the maze of nursing homes and rehabilitation care options.
VeteranAid.org is dedicated to helping aging veterans and their families understand their options and assist in accessing the Veterans Aid and Attendance Benefit.
National TV Advocacy Introduces the Industry to Millions of Caregivers
APFM invests millions of dollars in our national television advertising annually to reach a highly-qualified, affluent audience of caregivers. This program benefits our partners by extending the reach of their brand into surrounding geographies when families may be searching outside of their local area. 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.
Approximately 28% of families need care for a loved one in a different city or state.
We also invest heavily in online organic and paid search engine marketing (SEM). Our dedicated SEO teams are constantly improving our websites with rich content and technical efficiencies so consumers can find us online. Our SEM team
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 the country.
APFM’s online and mobile marketing platform reaches more than 2 million families each month on behalf of our partner network.
Our dedicated SEO teams are constantly improving our websites with rich content and technical efficiencies so consumers can find us online. Our SEM team bids on millions of keywords at a city, county and local level. 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.
Despite more and more hospital networks restricting access to their case managers, APFM has been able to help healthcare professionals understand the services and benefits of the senior living communities and home care agencies that are partnered with A Place for Mom.
Our team of over 150 Healthcare Account Executives have been able to build relationships with hospital case workers, rehab facilities and local professionals on behalf of our partner network, and educate their patients’ families about the senior living options available in their area.
This unique position as a representative of many senior living options gives us the ability to work with these professionals and thereby refer more families to our partners.
Connecting Qualified Families to Partners
Once connected to APFM through our family of brands we personalize the experience further by connecting families to a local Senior Living Advisor. Our Advisors work with families directly to better understand their needs related to care support, budget and lifestyle. This connection ensures that when a family is referred to an APFM partner they are highly qualified and ready to move forward.
Between 40 – 50% of families that are referred to our partner network end up moving-in to a long-term care provider.
Together we are educating families on their senior living options and helping families move forward, ultimately improving the quality of lives for both seniors and caregivers.