New communities and acquisitions
Senior living lease-up marketing for new and newly acquired communities
We market assisted living, memory care and independent living communities in the months before they open, at opening and through lease-up, and communities that have just changed hands or come under new management. Every inquiry is tracked to its source, and where your CRM records them, the monthly report shows tours, deposits and move-ins next to your lease-up plan. The website, the ad account and the profiles are yours.
The problem
An opening date, a lease-up plan and no history to build on
A new community starts with no reviews, no search history and often no website of its own, while the lease-up plan counts move-ins from the first month. A community that has just been bought has the opposite problem: years of listings, phone numbers and reviews under a name that no longer fits. In both cases, referral sites tend to fill the gap, at a fee for each move-in.
Where openings and takeovers fall behind
Families can't find it yet
Searches for assisted living or memory care in the town show the communities that are already open. The new one has no profile, no reviews and no page that answers families’ questions.
The old name is still out there
After a purchase or a new management contract, the old name, phone number and website stay on listings across the web, and some families call a number that no longer reaches your team.
The first move-ins come through referral sites
Referral sites are quick to fill the first rooms, and each move-in they bring carries a fee. The sooner your own channels are working, the more families can reach you directly.
Deposits no one can trace
Priority list sign-ups, information center visits and deposits sit in a spreadsheet or the sales team’s inbox, so no one can see which sources bring families closer to the plan.
Where you start
Opening, buying or taking over a community
The work depends on where the community starts. We plan for three situations.
A new building
Before opening: website pages and a Google Business Profile with the opening date, a priority list families can join, and paid search timed to the months your plan needs deposits. Google shows the profile from 90 days before the opening date.
A community you bought
First, the name, phone number and website on the Business Profile and the listings across the web, with call tracking from the first day, so inquiries reach your team. Then the community joins the same program as your others.
A new management contract or a new name
The building stays the same and the operator or the name changes. The profiles and listings are updated, the website carries the new name, and the report covers the community from the first month.
What's included
What our lease-up marketing covers
Each community gets the parts below that fit where it starts, weighted to the months before and after opening. The care lines with the most rooms to fill get the most effort.
Business Profile with an opening date
We set up the community’s Google Business Profile with its opening month, up to a year ahead, so it can show on Google from 90 days before opening. Families can leave reviews once the community is open.
Website pages before opening
A page for each care line, the opening month, what families can expect and a form to join the priority list, live well before the doors open. The website is yours.
Search and AI answers
We build what Google and AI assistants draw on when families ask about care in the town: clear pages, a complete profile, accurate listings and steady reviews. Our senior living SEO and AI answers page explains how.
Google Ads for the opening
Campaigns by care line for the months before and after opening, within Google’s ad rules for housing and health. The ad account is yours, and you pay Google directly.
The old name, replaced
After a purchase or a name change, we update the name, phone number and website on the Business Profile and the listings across the web, so the community’s details read the same everywhere.
Follow-up until the visit
Families on the priority list hear from your community between their first inquiry and their visit: email sequences, text messages where they agreed to them, and each family in your CRM. Our inquiry follow-up page explains how.
Tracking to deposits and move-ins
Every call and form is tracked by community and source. Where your CRM records them, each inquiry is followed to the visit, the deposit and the move-in.
Referral sites in the report
Referral sites can help fill the first rooms. The monthly report shows what they brought and cost, from the figures you share with us, next to your own channels, so you can decide how much to rely on them as the community fills.
Process
How we plan an opening or a takeover, month by month
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Discovery
We start with your lease-up plan: the opening or takeover month, the units and care lines, the move-ins planned each month, who runs sales and which CRM you use. For a community you bought, we also gather its old names, phone numbers and listings.
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Before opening
The website pages, the Business Profile with its opening month, the priority list form and its follow-up emails go live first. Paid search starts in the months your plan needs deposits, and the budget follows the care lines with the most units to fill.
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Opening
In the weeks around opening, the profile and listings show the community as open, the first families can leave reviews, and every inquiry reaches your sales team with its source.
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Lease-up, month by month
Each month we compare inquiries, visits, deposits and move-ins with your plan, community by community, and move effort to the care lines that are behind. Memory care often fills at a different pace from assisted living, so we report each care line on its own.
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When the community is full
Once a community reaches the occupancy in your plan, its work is planned with you like any other community in the program, with the effort on the care lines that still have rooms.
Reporting
How we report a lease-up, community by community
Each month you get a report for every community: inquiries by source, priority list sign-ups, visits and deposits, and, where your CRM records them, move-ins next to your lease-up plan. Next to them is what referral sites brought and cost that month, from the figures you share with us. No one can guarantee a move-in date or an occupancy level. What we promise is the work, done well, and an honest report on whether it's paying off.
October report
One report per community
New deposits
5 in October
Inquiries by source
What changed
- Opens in March. The Business Profile has its opening date set and shows on Google from December.
- 31 families have joined the priority list since the page went live in July.
Proof
Results in senior living
Since our first client
18+ years
Across the US
100+ communities
Calls and forms
1,000s of leads
One new memory care community reached 5,000 visits and more than 50 leads a month after its 2020 launch, and kept that pace for two years.
See our LTC portfolioTeam
The team behind your opening
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Darya LTC Marketing
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Julia C. Head of SEO
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Liudmila Kaushovik Paid Media Specialist
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Olga Krutovtsova CRM Manager
Communities we work with today
Langston GroveAtlanta, GA
Liana of SarasotaSarasota, FL
The VincentLafayette, LA
“RomanZ Media Group Inc. has a great understanding and knowledge of the market and is always staying up-to-date on the changing needs in order to keep us relevant. Their unique and innovative ideas are always helping our optimization.”
Client words
What it's like working with us
Big brands, multiple stakeholders and approvals
“While I was Chief Creative Officer of Ogilvy Canada, Roman and I worked together on the Mondelez account. Roman showed technical expertise in SEO while understanding the marketing goals of the campaign. Most importantly, he demonstrated the ability to deliver results while working on a project with multiple decision-makers and stakeholders. If you have an SEO-related project, I would highly recommend them.”
See where your communities stand today
A free audit of up to ten communities, sent as a written report by email within five business days.
Request your free audit
"(Required)" indicates required fields
We use these details only to prepare your report and to contact you about it. Nothing is sent until you press Get my audit.
For each community you list, we check:
- whether Google's AI Overview and AI assistants (ChatGPT, Gemini, Perplexity) name it for its town and care types, and who they name instead
- how its Google Business Profile and reviews compare with the communities that are named
- which referral sites show up above it when families search
- who is running ads on its name and on its searches
The report has one page per community and a summary of what to fix first. Opening or buying a community? List it in the form with its town and its opening or takeover month. A community you bought gets the checks above; for one that hasn't opened, our reply says what we can check before it opens. Running fewer than five communities? We send a one-page snapshot of your main community within two business days.
Who does your audit
Roman ZelvenschiChief Storyteller. Reviews every report before you get it.
DaryaHead of LTC Marketing. Works with senior living communities every day.
FAQ
Questions about lease-up and new community marketing
Is lease-up marketing a separate service?
No. It is our senior living program, started before the community opens or as soon as it changes hands, and weighted to the months it has to fill. The services are the ones on our senior living marketing page: search and AI answers, Google Ads, and inquiry follow-up with tracking.
How early should we start before opening?
As soon as the opening month is set. Google lets a community put its opening date on its Business Profile up to a year ahead and shows the profile from 90 days before that date, and the website pages and the priority list need time to be found. Paid search usually starts later, in the months your plan needs deposits.
What if the opening date moves?
The plan moves with it. We plan by months to opening, not by a fixed date: the opening date on the Business Profile and the website is updated, and the paid search budget shifts to the new months.
Can a community show on Google before it opens?
Yes. A Business Profile can carry a future opening date, and Google shows the profile from 90 days before it. Families can’t leave reviews or photos until the community is open, so in the first months the website pages and the priority list do most of the work.
We just bought a community. What do you do first?
We gather the old names, phone numbers and websites, then update the Business Profile and the listings across the web so they show the community as it is now, with call tracking from the first day. Then the community joins the same program and the same monthly report as your others.
Do you run the sales office or give tours?
No. Your sales team runs the information center, the tours and the deposits. We bring the inquiries, send each one to your team with its source, and follow up by email, and by text where families agreed to it, between the first inquiry and the visit.
Can you reduce what we pay referral sites during lease-up?
That is the aim of the work: a growing share of families who find the community directly, through its profile, its website, AI answers and paid search. Referral sites can help fill the first rooms, and you can keep using them. The monthly report shows what they bring and cost next to your own channels, so you can see the share move and decide how much to rely on them.
What happens once the community is full?
It stays in the program like your other communities. The monthly report carries on, and the work goes to the care lines that still have rooms to fill.
Who owns the website, the ad account and the profiles?
You do. The website, the domain and the logins are in your company’s name, the ad account is yours and you pay Google directly, and the Business Profile belongs to the community. If we part ways, they stay with you, with their history and tracking.
What does it cost?
Pricing starts at $1,250 per community per month, with a $3,500 monthly minimum. A new community joins the same program as the communities you already run with us, and we quote it per community like the others. If it is the only community we market for you, the $3,500 monthly minimum applies. Ad spend is separate and paid by you. The audit is free, and we quote after it. Our pricing page explains what the fee covers and what you pay separately.
Do you work with single communities?
Our programs are built for operators with five or more communities. If you run fewer, ask for the free one-page snapshot of your main community in the form above.