How to Strengthen Your Senior Housing Brand

Strengthening the brand to your residential assisted living homes has everything to do with your future success.

With more than 10,000 people turning age 65 every day, and 4000 seniors turning 85, retirement communities are rapidly growing.

There are more than 30,000 residential care communities serving those in need of assisted living.

In some areas, a client may drive by 3-4 senior living communities per day.

It’s imperative that your residential assisted living business stands out in the community where the public is able to separate your business from the competition.

A strong brand is critical in driving your residential assisted living home to long term success.

An effective and solid brand is critical to showcasing your senior living home.

Your business brand is far more than a catchy logo.

Branding is a way of identifying your business. It is how your customers recognize and experience what you have to offer.

It reflects everything from your style of customer service, staff, business cards and premises to your marketing materials and advertising.

Your brand is the main representation in your community.

Effective brands have the ability to add worth and value to your business.

Are you ready to take your business to the next level? Let’s get started.

We have listed 3 key elements to ensure your residential assisted living brand is solid, effective, and valuable.


  1. Solicit Feedback.
    Your brand lives and dies with each client and every client matters. Different types of people will come in contact with your brand daily, especially when you market your business properly. It is important for an owner and operator to know how your brand is viewed in the community.
    • Solicit feedback from interviewing residents, family members, vendors, and staff.
    • Identify similarities in your results that you may possibly focus on from a competitive standpoint.
    • Present your brand as a relatable and emotional connection to your community.
  2. Does Your Brand Stand Out?
    The power of an effective company name should not be underplayed. Change your name if necessary, prior to the branding process. The importance of an effective company brand name cannot be overstated. Words are powerful and names are influential. In the eyes of Google, there are two points that go hand-in-hand. When evaluating a proper business name, first, consider Search Engine Optimization (SEO) and secondly, originality. Ask yourself the following questions to create a solid brand for your business.
    • Does your company appear on the first page of an internet search?
    • Does your company name stand out? Is it captivating and original?
    • Does your brand appear to be a commodity, rather than a service provided?
  3. Brand Purposely.
    Branding is a calculated way to introduce your company to the market. Your online presence, advertising and company logo are all key points in building your brand architecture. Your brand will directly impact the community’s perception of your company. This will also directly affect your company’s overall survival. Newly professionally designed literature is important. Avoid producing your advertisement brochures and other literature as a novice. Allow professional designers to shape and mold your literature into a first class presentation. Remember well-designed branding sends the message that your company exhibits a certain level of quality and service. Professionally designed literature sends a subliminal message to adult children and their elderly parents that quality care matters to your assisted living home. Recruiting professional photographers, video technicians, and designers are all key contributors to the overall success of your brand.

    But, this doesn’t have to be expensive. There are plenty of digital and technical creators who are looking for more avenues to build their portfolios. Content creators and editors abound in today’s market, you just need to spend the time to search for the right people for your branding project.


  1. All Social Media Channels
  2. Emails
  3. Advertising
  4. Brochures
  5. Website
  6. Testimonials


Your company’s website is the gateway for making a lasting impression with the people in your community.

Your website design should not be more than 1 year old.

Having old messaging on your website risks the wrong message being sent to your community.

When branding your business, do a complete overhaul on your site content.

It shows the community that your company takes pride in precise, detailed and accurate presentations.

Ensure that your content is relevant to your audience.

Ask others for feedback regarding your website.

As an owner and operator, it’s important that you make sure your website is easily accessible and has all the necessary information to guide prospects into scheduling a tour.

Once your brand has been properly launched, you will start to see a return on your marketing investment.

Once your brand is solidified your efforts will become more cost-effective, thus spending less time marketing.


Ask yourself, “What makes my residential assisted living home different?”

It is important to understand why and how your home is different.

Discovering the uniqueness of your assisted living home can play a major role in how things are communicated.

Consistent communication of your brand is a necessary component – avoid sending mixed messages.

Give the public the exact information they are wanting.

Remember to highlight and deliver your brand promise and company mission statement. Your brand should represent a caring and committed organization to the retirement community. Branding your company along with your community will prove as the most effective way to market your residential assisted living facility.


There is a lot of information and new research needed in order to run and operate a residential assisted living home.

Reading our blogs is a great start to put you well on your way, but there’s so much more to learn.

During our RAL Academy 3-day course, instructors use an interactive live training approach to teach students how to gain the most success.

Participants learn everything from A to Z about owning and operating a residential assisted living business.

Contact the academy today to learn more about our making your dream business a success.

We will teach you how to do well and do good.

Visit to learn more about every component you need brand a successful residential assisted living home.

Finding Potential Residents…How Is Your First Impression?

Perhaps you’ve heard the expression, “You only get one chance to make a first impression.” Well, first impressions are lasting impressions.

Whether your initial meeting is face-to-face, over the phone or via the internet, you do not have time to waste.

You can control the opinions people have about your business.

Start by trying to understand the difficulties people face during this transition process of mom and dad needing assistance.

When prospective residents tour your residential assisted living home they will ask tough questions.

Even though the overall occupancy of RAL homes is high, many businesses are struggling to keep beds filled.

The industry should never get complacent about the current occupancy levels of assisted living homes.

Failing to answer calls, return voicemails, or provide follow up information about unanswered questions threatens the outlook on the overall industry.

Assisted living sales representatives have a huge responsibility, even when your RAL home is packed to capacity.

Failing to treat every prospect with the same level of respect, regardless of the number of beds available in your home, can create a problem.


Making sure your entire team has the same shared values of treating prospective residents with respect is a key component.

Hiring the right salespeople is a step in the right direction.

Residential assisted living staff must recognize that the goal is to handle every inquiry with the same high magnitude of efficiency and care.

The sales team creates a long-standing reputation for your RAL home.

If this is an issue in your RAL home, the sooner you address it, the sooner your business will benefit from the sales gain. One small example of quality and efficiency, try to establish a standard where the staff is required to answer the phone between two to three rings. Even something this small can send a huge message to prospective clients.

It is a problem that plagues both small residential assisted living homes and the big box facilities.


During face-to-face tours, the staff is frequently judged based on non-verbal communication. Prospective residents and their adult children will examine your appearance and body language prior to hearing what you have to offer.

Studies show that only 7 percent of people are influenced by the words that you speak.

It is a common reality that people judge books by their cover. What else is a cover for, if it’s not intended to appeal to the viewer.

In addition, even during telephone calls, first impressions are judged based on tones and clarity. It’s not always what you say, it’s how you say it that determines how the listener will respond.


You should always choose your first twelve words carefully.

While most people are concerned more about how you treat them, words are also important, so don’t leave them to chance.

Gratitude goes a long way – show prospects that you are grateful that they’ve shown interest in your assisted living home.

Prospective residents and their loved ones appreciate when you show them gratitude and kindness. While this should be a given, it is definitely worth mentioning here.


Your staff will never be the best at everything, sometimes it pays to outsource. You’ll be better off outsourcing activities that are outside of your staff’s core competencies.

Do what is best for your business.

For your residential assisted living home, every inbound call makes a difference. So, if your marketing calls will be more efficient going through a call center, do it.

These call centers provide a virtual front desk that is wide awake and sharp 24 hours a day, 7 days a week.

As a result, this effort has the potential to boost your leads.

Outsourcing your calls to an integrated lead-generation platform can help you keep beds filled in your home as well as generate a waiting list for seniors.

You will occupy more beds, reduce overall marketing expenses, and free on-site sales staff to focus on occupancy.

When it comes to finding potential residents and making a great first impression, there are nine components all residential assisted living homes should consider.

Nine Business Components To Consider Outsourcing

  1. Care Management
    Access real-time medication information and alerts through an interface with an eMAR. Eliminate the cost and access automated reporting.
  2. Community Management
    Know your financial numbers with accounting and budgeting solutions. Stay organized with document management featuring electronic signatures.
  3. Dedicated Contact Center
    Compassionate professionals who build relationships with your prospects and increase the chance you’ll never miss an opportunity to close a new client.
  4. Accurate Census Management
    Automate move-in and move-out processes and know resident locations. Provide real-time information synchronized with your property management system. More useful for those with numerous RAL homes.
  5. Incident Management
    Document and report all incidents, and better manage the risk of events like falls, altercations, and accidents.
  6. Assessment Tool
    Senior care assessment tools help develop a better care plan for your residents.
  7. Financial Tools
    Property management accounting and budgeting integration with software tools to keep your operation running smoothly.
  8. Interface To e-MAR
    An interface to an eMAR provides real-time medication alerts. Choose the eMAR best suited to your business to reduce training time and risk of error.
  9. Lead Tracking
    Maximize your marketing budget with comprehensive lead tracking and reporting.


There is a lot of information and innovative research needed in order to run and operate a residential assisted living home.

Owning and operating your RAL business will become easier if you educate yourself on every step of the process.

Reading our blogs is a great start to put you well on your way, but there’s so much more to learn.

During our RAL Academy 3-day course, instructors use an interactive live training approach to teach students how to gain the most success.

Participants learn everything from A to Z about owning and operating a residential assisted living business.

Contact the academy today to learn more about our making your dream business a success.

We will teach you how to do well and do good.

Visit to learn more about every component you need brand a successful residential assisted living home.

Learn how to make the best first impression by registering for an upcoming course while seats are available.

The Most Important Questions to Ask About Your Branding

Branding your business is all about creating consistent images and messages that enable the public to identify your company. 

Branding is how your customers recognize and experience your business.

A strong brand is more than just a logo; it’s reflected in everything from your customer service style, staff uniforms, business cards and premises to your marketing materials and advertising.

Welcome to the world of branding. Your residential assisted living home needs to be well-branded. 

Consider how your competition advertises, and then clearly explain why you are different and better.  Evaluate your branding strategy by asking your marketing team 8 questions.  


1.     What are the main essentials of your neighborhood or community?

If asked, most seniors do not want to move into a community for the elderly, especially not the baby boomer generation.  A loved one may have specific needs they can no longer accommodate on their own. Ensure your brand effectively communicates your capabilities of addressing the assisted living needs of activities of daily living.  

2.     Do you own your message? 

It is important to ensure your business is unique to your community.  Always make sure you own the message of seniors in your community. Show prospects why your RAL home is the best choice of any other community.  

3.     Are you the first residential assisted living home in the community?

Are you the only player at the table in your community?  You have the upper hand if you’re the only sheriff in town.  There will likely be large-box facilities in your area, but if you are the only residential assisted living home then you are at a great advantage. As the first in the community, you are able to set a standard of service.  Others that may come later will have to spend quite a bit of capital to gain any of the market-share. Being established as the first always has an advantage. 

4.     Are you able to produce?

It is important to make sure you can deliver on your advertisement.  Not being able to produce what you have branded will immediately turn prospects away. It will make it very difficult to regain trust.  Be sure you have the capabilities to deliver on every single promise you make. 

5.     Does your business compliment the community?

Don’t try to change and rebrand an entire neighborhood.  Make sure your residential assisted living home compliments the area selected.  It is much easier and financially sound to build upon the reputation of an already established community.  Build upon your community’s rich history and reputation matching it to your brand to reach the ultimate promise.  

6.     Are you branding for long term success?

Approach your brand with long term endurance.  It takes a dedicated strategy to establish a message in the minds of the community.  Repetition of your brand message is the greatest approach to develop your prospects. Stay firm on your brand.  Don’t change your brand. Changing your brand exhibits instability and prospects will have to relearn your company.

7.     Does your staff embrace your company message?

Make sure that the staff is in support of your brand – they must buy into the message.  If your staff does not support your brand you are already set up to fail. Ensure your staff actively participates in reinforcing, and in some cases even developing your message.  This will allow the staff to feel a part of your company and therefore represent you well in the community.  

8.     Is your business marketable?

Are you able to present your home in a sales presentation format?  Brochures, Banners, Billboards are all tools used to brand your assisted residential living facility.  Consider all media forms and engage your audience as much as you are able.  


Branding adds value to your company and allows you to stand out amongst your competitors.  Make sure you engage your community.  

Branding can help you add value to your offer and engage with your customers.


Effective branding elevates your business from being not just run of the mill.  Once a community sees your investment they will give it greater support.  

Ensure that you highlight your programs and clearly give reasons why you’re the best in the community.  Residents will start to create an emotional connection to your RAL home.   

Commitment to your community will lead prospects to develop an emotional attachment to your residential assisted living home. 


Prospects will pay full price to consume a branded product.  Brands come in many different shapes, sizes, and ranges.  

Find where you can add value to your brand.  Offering services that are absent elsewhere in the community.


Long term companies look toward the future.  It is paramount to create a vision for your company.  

A vision does not have to be out of the box.  

A well thought out vision can assist you in shaping your brand.  Creating a vision will help you structure your overall brand and develop a successful strategy.  


Exhibit to your community what your company stands for.  Positive public perception of your residential home is critically important.  

Show your value in your everyday communications.  

Ensure your values are authentic and genuine and be prepared for the community to put you to the test.  

Empower your staff to show compassion when sharing the vision.  Remember, it is important to always work as a team, be flexible, and innovative.  These are called shared values. Following these steps will definitely raise your brand recognition and help you stand out from the competition.  


Gene Guarino is an American businessman and author.

He is the founder of a number of companies in the assisted living space, which includes Family Legacy Homes, Residential Assisted Living (RAL) National Association, Pitch Masters, and Residential Assisted Living Academy (RALA). 

RALA is an assisted living education company that teaches everything from A-Z about meeting the rising demand for senior housing.       

Guarino’s 3-day accelerated RAL course empowers students to achieve true financial independence. 

Guarino owns and operates RAL homes and has students across the country that are also benefiting from this lucrative niche in business and real estate. 

He travels internationally facilitating seminars and business teachings. He helps individuals generate cash flow through passive activity focused on owning and operating RAL homes. 

The RAL Academy’s motto is “Do Good and Do Well.

There is a lot of information and research needed in order to run and operate a residential assisted living home. 

Reading our resource articles is a great start to put you well on your way, but there’s so much more to learn. 

During our RAL Academy 3-day course, instructors use an interactive live training approach to teach students how to gain the most success. 

Participants learn everything from A to Z about owning and operating a residential assisted living business.

Visit to learn more about every component you need to brand a successful residential assisted living home. 

Marketing to Your Audience

Marketing to your audience means you have to step outside the box of your normal routine to gain attention and inform potential prospects about who you are and what you have to offer. 

This is especially true for residential assisted living homes across the country. 

America does not have enough senior living homes for the rapidly aging population, but that fact alone is not enough to fill the beds in your RAL home. 

Therefore, effective marketing is a must. 

According to the AARP, 86% of adults over 65 plan to stay in their homes for the remainder of their lives.

So, how can senior living homes best get prospects to consider them as an elder care option? 

After all, most seniors don’t want to live in a large nursing home. 


To start, you have to make a strong first impression. 

Most prospects select a senior living community within the first six months of looking. Most families are likely to only visit about three or four assisted living communities. 

This means you must motivate your prospects into considering your RAL home. This is why marketing and advertising to your audience are critical to the success of your business.

3 Principles of Successful RAL Advertising

  1. Be meaningful
  2. Be compelling
  3. Be visible

You need to make sure your RAL home is on the top of their list of choices – and you’d better do it fast – meaningful marketing matters. 


Securing your spot in the industry requires making your assisted living home relevant to seniors and their loved ones.

Meaningful marketing should be one of your top priorities. 

What are some of the most compelling reasons prospects should take a closer look at your home?

There are a variety of things to look for that determines what makes your RAL home different and better. 

Options Prospects Consider When Choosing an Assisted Living Facility 

  1. Location
  2. Size
  3. Services
  4. Transitions to Higher Care 
  5. Cost 
  6. Culture 

Determining what makes you different and better can be a tricky proposition. It’s important to recognize that not every prospect for senior living is right for your community. 

Your marketing strategy should not trick a prospect into visiting your RAL home. Be upfront about the lifestyle and services that each prospect needs and wants. 

Every individual is different – all seniors are not the same – if you have met one elderly person you have not met them all. 

Remember, one size does not fit all. 

This mindset and approach usually lead to wasted money, time, and a defeating experience for your marketing team. 

Securing your spot in the business will require an intentional effort of highlighting the unique features and culture of your RAL home. 


Why is it important to know your competition?

In order to create a selling proposition that separates you from other assisted living homes, you will need to know how competing communities present themselves.  

This requires a thorough market analysis of your local competitors, their marketing communications, and identifying what is your best message. 

After identifying what various assisted living sources are saying about themselves, you can target a meaningful marketing message. 

This message should identify distinct differences from your direct competitors. 

Afterward, you will be able to create a selling message that makes your RAL home stand out amongst the competition and target the right audience. 

Keeping Your RAL Home Relevant

Determining what makes your community different and better than competing options is just the start. 

In order to stay relevant, your marketing methods must be compelling. 

Prospective residents and their families want to hear more about your RAL home than features and amenities. 

Prospects need a firsthand experience – your marketing should compel them to visit your assisted living home. 

This firsthand experience will allow you to stand out as a special place for senior living. 

Remember, up to 90 percent of your prospects will check out your community online before deciding to schedule a personal visit. 

Your website will determine whether or not most people will even take the next step to visit your home. 

This decision will be made before they even leave your home page – other pages on your site are necessary, but the home page is key. 

Be competitive. 

If your home page does not quickly and clearly communicate what makes your RAL home worth taking a further look, you won’t capture those prospects.

The same principle holds true for your sales literature, including brochures, print ads, and promotional videos. 

If you don’t explain your “big why” immediately, you will lose the attention of your audience. 

State why your community is different and better up front, otherwise, most people will not click on your subsequent pages. 

Marketing That Is Meaningful, Compelling and Visible 

Being meaningful is unquestionably the foundation for all effective advertising. 

I. Be Meaningful 

Meaningful advertisement answers the following three questions:  

  •  Why should people pay attention to your community?  
  • What do you offer that will make them consider transitioning from their homes to your assisted living community? 
  • What makes your community different and better than others?

Answering these questions accurately and specifically will put you well on your way to filling beds in your RAL home. 

Your advertising campaign must also be compelling in order to demand the attention of your audience.

II. Be Compelling 

This means your message must demonstrate value. As a result, ask yourself the following questions to make sure that your marketing is compelling and quick:

  • How compelling is your website? 
  • How compelling are your print ads?
  • How compelling are your brochures?
  • How compelling are your promotional videos?

Your compelling marketing should create an incentive for your prospect to take a deeper look at your RAL home. 

While ensuring that your message is compelling, this means you must also make sure your communication is focused on the reader. 

Always stay on point and drive home your strongest and most meaningful message. 

Lastly, you cannot predict when prospects will transition into your RAL home. Therefore, it is important that your advertising is noticeable. 

III. Be Visible

When seniors are motivated to move into assisted living, they expect to be able to easily find your RAL home in the advertising world. 

Here are some well-known resources for marketing your RAL home to the right audience:

  • Strong solid search engine marketing campaign 
  • Advertisement in local newspapers 
  • Direct mail targeting specific demographics
  • Referral sources 

Adherence to these three principles, “Be Meaningful, Be Compelling and Be Visible” will enable you to step outside the box with successful advertising for your RAL home. 


Meaningful marketing is a key component to successfully owning and operating a residential assisted living home. Residential Assisted Living Academy provides ongoing blog content, resources, and literature about best practices. 

Learn everything from A-Z about meeting the high demand for senior housing by attending the 3-day course at RAL Academy. 

Start by contacting to get connected to the leaders in the industry and stay ahead of the game. 

Aging Comes for Us All…Are You Preparing for Retirement?

Residential assisted living is a great way to prepare for retirement, and the business venture can position owners and operators to leave a legacy while creating generational income.

The financial opportunity in residential assisted living is unparalleled in the real estate and business investment market.

Your time to retire is rapidly approaching. Time passes quickly.

Will you be prepared to transition out of the workforce or will you still be in the planning phase for retirement?

Most people fail to save for retirement, but this doesn’t have to be your situation.
Planning is a primary ingredient in any recipe for success, especially for retirement.
Don’t make the mistake of counting on social security income as your retirement.
This is not what social security is intended for – it was specifically designed to be a supplement to your personal savings plans.


There are a variety of different approaches you can take to start your residential assisted living business. The RAL Academy teaches the Blueprint concept. With this concept, there are three common ways you can participate in the industry:

Own The Real Estate and Lease It to A RAL Business Operator And Get Double The Market Rent:

  1. Benefits range from long-term 5-year-plus lease agreements, with low impact on property, and high-profit margins.
  2. Own The Real Estate and Operate the RAL Business Yourself
    Earn an average net income of $5,000, $10,000, $15,000 or more each month.
  3. Be A Private Lender or Joint Venture Investor
    Private lenders gain 4-10 percent annual interest over 2-5 years, hard money lenders earn 10-14 percent interest over 6-24 months, and joint venture profit sharing or equity ranges from 12-18 percent interest or more.

The unstoppable silver tsunami of seniors is comprised of about 77 million baby boomers, with 10,000 people turning age 65 daily, and 4,000 seniors a day turning 85.
About 70 percent of these people will need assisted living accommodations at some point.

This is where you come in.


Think of a RAL business as a three-legged stool with three separate, but equal components.

If you make the mistake of overlooking one leg of your business, the stool will fall down. Remember, when considering the three legged-stool, each leg is equally important.
Your residents, staff, and business are equally important – when you keep all three components in place, your business will soar.

When it comes to exiting the workforce, your savings is an important leg of your retirement planning stool.


The sooner you start saving, the more lucrative your retirement income will become.

How Do Earlier Savings Plans Work?

  • Lengthy investment time
  • Increments of money saved
  • Compounding of interest

Together, these three concepts will work miracles for your retirement plan.
The wise investor will avoid tossing all of their investment eggs in one basket. In other words, you should diversify your accounts.

Examples of Diversified Retirements Accounts Include:

  • Cash
  • Stocks
  • Bonds
  • Exchange-Traded Funds
  • Mutual Funds
  • Roth IRA Plan
  • 410(K) Plans

If you have a 401(K) Plan with your employer, take advantage of it.

Employers usually contribute a portion or percentage based on your individual contribution. This will create an extra boost to your retirement savings. In essence, planning for retirement begins with a savings plan.

You can only be a good investor if you are a good saver.


Visit to learn more about investment opportunities to make the most out of your leads.

The academy teaches students how to succeed as new RAL homeowners and operators.

During the 3-day course, instructors teach using an interactive live training approach.
Participants learn everything from A to Z about how to run a RAL business.

Contact the academy today to learn strategic skill sets and support structures needed to launch your RAL business to the next level.

The average elderly male needs assisted living for about 2 years – women typically need 3 years.

A Well planned retiree is able to live comfortably and conveniently within a financially secured environment under normal conditions.

Using residential assisted living to build a financial foundation is a smart move for you and your family.

We’re all going to get involved in assisted living in one way or another.

Either you’re going to own the real estate, operate the business, or you or a family member will be lying in a bed writing a check to someone that does.

Don’t wait until you’re in need of a bed, start your RAL journey today.

Your RAL Website…The Key to Your Success

Seniors and their loved ones reaffirm the value of your residential assisted living home by simply visiting your website.  

Successful RAL owners and operators understand that quality, functional website is where seniors will decide if they want to take a tour of your home. 

Your residential assisted living website is a crucial necessity to assist in filling the beds in your RAL home.  

5 Critical Points to Consider When Building Your Website:

  1. Do your marketing homework
  2. Make your website user-friendly
  3. How website details make the difference
  4. Design your website to define your brand 
  5. Why your website matters 

Websites are generally used to show everything your RAL home has to offer.  

Those who are looking for residential assisted living, your website is the first impression of an introduction. 

Search Engine Optimization known as SEO is critical and must be fully up to date in 2020.  

Businesses who have not looked into their optimization should definitely take a look this year. 

How valuable is driving more prospects to your RAL home in 2020?  

Do Your Marketing Homework

Here are 3 main topics when evaluating your new marketing strategy for digital content.  

Three Main Strategies for Digital Content 

  1. Your Audience:  Decide the community you want your website to target.  What makes you stand out from the others?
  2. Your Business Goals:  Identify the essentials your website needs to make each visitor aware:
    • How do you want them to contact you?  
    • Do you offer services that need to be highlighted?  
    • Do you want others to share their experiences?
  3. The Absolutes:  Do you have any social media presence?  Does your website have space for a blog?  Are there any resource links available? Do you have quality photos/videos loaded?

Simply put your website is at the center of your success in generating new prospective residents.  

An inactive website is detrimental to growth.  

RAL owners and operators must understand the quality of a website and how important a role it plays.  

There must be a strategy when designing a website. Your design has immediate effects and will determine positive or negative responses to your brand.

Whether you’re looking for numerous clicks or to take over your industry, a well-designed site will ensure the validity of your RAL home.

It will also put your visitors at ease to freely navigate to their points of interest.

Ignoring these important steps to a good design could disengage and relinquish their interest in ever visiting your site again.  

Avoid these mistakes to help more quickly fill the beds in your RAL home.

Make Your Website User-Friendly

A user-friendly website is critical for navigators.

Producing a fully functional website page that uses distinct, accurate messaging alone can boost your company way ahead of competitors. 

Add a few additional user-friendly components and presto you are on your way to achieving your goal.  

Afterward, you will be able to statistically gauge your place in the market based on website traffic. 

Four User-Friendly Tips

  1. Make sure when seniors and their loved ones visit your website they are able to access it on their desktop, tablet, and/or mobile device. 
  2.  Ensure your website is accurate and flows.
  3. Allow readers to navigate without any hindrances or disruption.
  4. Failure to produce a practical website will most certainly add to your marketing frustration instead of helping it. 

How Website Details Make the Difference

While being user-friendly and practical are crucial points – the overall design and layout are pertinent to success.  

A prospective client’s first glance automatically determines your value in under one minute, oftentimes even in 5 seconds. 

Questions That Determine Your Worth

  • Can you distinguish your website from others in your industry? 
  • Does it flow easily?  
  • Is it congested with unnecessary information?  
  • Is your page clear and concise?  

Each of these questions is meant to give a sense of perspective.  An adequate and appropriate website can definitely contribute to your overall success.  

Design Your Website to Define Your Brand

Your website is usually the initial point of contact with the outside world and seniors in need of your services.  

Being uniquely creative with your design will, in turn, expand your elderly audience.  A user-friendly, practical website will leave a lasting impression with your visitors. 

Providing clients with an interactive and intuitive website is key to driving potential clients to your brand.  

Why Your Website Matters

Well-Planned website design can lead to a successful marketing strategy.  

From the very moment, a prospective resident visits your page to the last click before exiting its overall look can determine a scheduled tour. 

An intentional skillfully arranged website can make all the difference. Do not become overwhelmed, a great website starts with a great strategy – you can do it.

RAL Academy Knows How to Market Your Business

Building your website is a major component of owning and operating a RAL home. Understanding these five critical components is only the beginning:

During the 3-day RAL Academy course, instructors use an interactive approach that allows participants to walk away with many other successful strategies.

Participants learn everything from A to Z about how to run a RAL business, with many pro-tips that allow seniors to live in a safe environment. Visit to learn more about building the right website and much more for owning and operating a successful residential assisted living home.

How to Handle Medication in Assisted Living

Medication management in residential assisted living homes is an important practice that requires tracking procedures and protocols to keep seniors safe.

Balancing the responsibilities of quality care, independent living, social support systems, assistance with activities of daily living and medication management can be challenging. 

Seniors enjoy as much freedom as they can experience. 

On the other hand, their families and loved ones have one primary concern – safety. A safe senior living environment includes monitoring the healthcare needs of residents. 

RAL homes are not hospitals or nursing homes, but chronically ill elderly residents have medically complex needs that demand medication management. 


Medication management is irrefutably one of the most important services any RAL home can provide.

What Makes Medication Management Critical?

  • Mental health illnesses
  • Physical disabilities 
  • Aging senior population 

More than half of senior homes provide services for residents with dementia, diabetes, cardiovascular disease, and depression.

These conditions require expert help for the delivery of daily medication. 

According to the National Center for Assisted Living (NCAL), more than half assisted living residents are 85 and older. 

As a result, the needs surrounding medication management are becoming more complex.


They can be potentially risky considering the rapidly growing demographics of fragile seniors in need of assisted living. 

Assisted living residents require an average of 12-14 medications per day.

With an influx of baby boomers entering the assisted living, caregivers have an added concern with medication management. 

While baby boomers are far more independent than their elderly peers, posing different kinds of issues with medical supervision. 

These independent baby boomers consume a substantially higher number of over-the-counter drugs. 

It’s possibly a response to mass marketing and advertising.

Nonetheless, these medications are seldom charted or even know about amongst caregivers. 

The problem with this can be severe to fatal. 

Over-the-counter medications can interact with prescription pills and cause serious unwanted reactions.

In addition, far too many seniors continue consuming expired over-the-counter medications beyond the expiration dates. 

These dates are indicated in small print and difficult to read, posing additional risks for the aging elderly. 


Another concern for assisted living caregivers is residents who acquire their medications from multiple pharmacies.

This can lead to redundancy, duplication, and overlap, which can potentially result in countless other concerns. 

Engaging solutions to these concerns can also be complicated because in many states, assisted living caregivers are prohibited from dispensing medications.

Self-administration is in part why many residents are exposed to these risks. 

Wrestling with pharmacies is no easy task. 

Did you know that reimbursement for non-covered drugs is a frustrating process that often ends in out-of-pocket costs? 


Disproportionate medications are a direct problem. which could lead to debilitating issues.

These issues include higher incidences of falls that is a key reason why medications must be properly coordinated and managed. 

When medications are more closely controlled and restricted, these kinds of incidents are preventable.

For residents prescribed power painkillers, risks are even higher.

Did you know that in 2017, the technology evaluation firm ECRI listed undetected opioid-induced respiratory depression as one of the top 10 greatest healthcare hazards?

Opioids, antibiotics, and antipsychotics, remain under scrutiny. Painkiller abuse has climbed to an epidemic high level. 

Many clinicians over-prescribe pain pills in their zeal to help patients manage debilitating pain.

As a result, prescription drug monitoring programs are either in place or under development in most states, especially for assisted living residents.


Drug disposal is another serious issue that caregivers must consider in respects to medication management. 

Medical facilities have strict rules for properly disposing of unused medications. 

Currently, no single innovation offers greater promise than the Electronic Health Record (HER).

EHR is an upstream technology that makes quantum improvements in medication management. 

Meanwhile, there are other efficient technologies like e-prescribing, computerized physician order entry, and clinical decision support systems. 

Residential assisted living homes are also able to utilize electronic medication administration records, bar-coded point-of-care systems, and remote pharmacy systems.

There are many solutions to medication management. 

These technologies reduce the risks of transcription errors, drug-to-drug interactions, and omission errors.

There is a lot of innovation in the field of medication management, yet technologies have not close to peaking, based on expert opinion. 

Proven technologies will continue to offer automated means for reducing human error.


Medication management is a major component of owning and operating a RAL home. Understanding these five aspects of medication management is only the beginning:

  1. The Critical Components of Medication Management 
  2. Modern Complications with Medications 
  3. Beware of Using Multiple Pharmacies
  4. The Dangers of Disproportionate Medication 
  5. Engaging Solutions for Medication Management

During the 3-day RAL Academy course, instructors use an interactive approach that allows participants to walk away with successful strategies.

Participants learn everything from A to Z about how to run a RAL business, even pro-tips about medication management that allow seniors to live in a safe environment. 

Visit to learn more about medication management.

What is the #1 Real Estate Investment Opportunity Today?

Many people are preparing to make investment decisions, but without the right guidance, countless individuals will make the wrong choice.

What are the trends? What type of real estate should you invest in?

We have the answers to those questions and the needed information to guide real estate investors in the right direction.

There are 3 main types of real estate investment, and each type has multiple subcategories.

  1. Commercial real estate: retail, office, industrial, and multi-family.
  2. Residential real estate: single-family rental property, section 8 rentals, vacation rentals, small multi-family, and fix and flip.
  3. Land: Land for commercial development, land for residential development, land for farming, and land for mining.

According to commercial real estate investor and coach Victor Menasce, it’s no secret that senior housing is booming because seniors are coming in droves.

More than 10,000 baby boomers are turning age 65 every day and 4000 seniors turn age 85 daily. As a result, residential assisted living is a rapidly growing industry.

Robert Kiyosaki is the author of the book, Rich Dad Poor Dad. It promotes the importance of financial literacy and independence, business ownership, and building wealth through real estate investing. The book has sold over 40 million copies.

Robert Kiyosaki also understands that tens of millions of seniors will need assisted living in the coming years.

These are reassuring the reality that we’re in the right place at the right time.

However, senior living is also comprised of various categories. It’s important to understand that senior living comes in many forms.

Various Forms of Senior Living

Memory Care Homes

People with various forms of dementia, such as Alzheimer’s, usually require memory care homes that provide specialized care.

Why do these homes typically provide secure and safe environments?

With better staff-to-resident ratios, memory care homes are able to closely monitor the well-being of each resident.

In addition, memory care homes offer specialized programs, activities, and events that support cognitive abilities.

These programs also provide a sense of socialization and enjoyment.

Most importantly, memory care staff receive specialized training to provide quality care.

As a result, memory care homes impose an added cost.

Independent Living

Independent living is age-restricted communities offering housing for people 55 and older.

These types of communities do not ordinarily offer care services. Instead, they offer active styles and hassle-free home maintenance.

These homes can be apartments, free-standing cottages, villas, duplexes, townhomes, or condos.

Independent living homes come in a variety of floor plans and sizes. Ultimately, these homes offer paid services and residential amenities to make living easier and more convenient for seniors.

Services can include housekeeping, linen service, dining plans, transportation, security and more.

Amenities range from fitness centers, pools, multiple dining venues, beauty and barber salons, woodworking shops, art studios or crafting rooms, and entertainment spaces.

Skilled Nursing Facility or Nursing Home

When it comes to senior care, some terms are used interchangeably.

Skilled nursing facility, nursing home, and convalescent home are all terms used to describe certain types of residential facilities providing 24-hour medical care on-site.

Skilled nursing is a description of the type of service that is offered in residential homes, care facilities, hospitals, at home, and other senior care settings.

Skilled nursing care is a high level of medical care provided by licensed health professionals.

These licensed professionals provide wound care, intravenous therapy, injections, catheter care, physical therapy, and monitoring of vital signs and medical equipment.

Skilled nursing is always ordered by a doctor to be covered by Medicare, Medicaid, the VA or private health insurance.

Skilled Nursing care providers enable a senior to receive highly effective medical treatment while remaining as independent as possible.

CCRC – Continuing Care Retirement Community

A continuing care retirement community (CCRC), is a place where you have access to multiple levels of care on a single campus.

The benefit of CCRC is the continuum of care.

These communities are designed to equip seniors to be able to stay in the same environment despite health challenges.

ADC – Adult Day Care

Adult daycare is usually intended to relieve the caregiver or his or her duties for the day.

These safe and professional centers usually operate during typical business hours five days a week.

Currently, there are more than 4,000 of these programs operating in the United States, and a few offer evening and weekend services.

Regulation of adult daycare centers is at the discretion of each state, although the National Adult Day Services Association (NADSA) offers overall guidelines.

Benefits & Services of Adult Daycares

  1. It renders a break for the caregiver and the senior.
  2. It offers needed social interaction.
  3. It provides added structure.
  4. It supplies the following services: assistance with eating; taking medicines; toileting; walking; counseling; educational programs or mental stimulation; exercise programs; health monitoring; podiatry care; preparation of meals and snacks; social activities; therapies; and transportation services.
  5. It encourages social activities like crafts; cooking; exercise; field trips; games; gardening; holiday parties; music therapy; pet therapy; and relaxation techniques.

AHC – At-Home Care

At-Home care is supportive care provided in the home. This type of care may be provided by licensed healthcare professionals or even by a family member.

At-Home caregivers provide daily assistance to ensure that the requirements for Activities of Daily Living (ADLs) are met.

Right now there are about 65 million at-home caregivers in this country, whose services are estimated to be worth $375 billion.

Residential Assisted Living or Assisted Living

Assisted living is for people who need help with daily care.

Big box assisted living facilities range in size from as few as 25 residents to more than 120.

These large facilities are usually huge buildings surrounded by a parking lot.

Typically, different levels of care are offered.

Assisted living residents usually live in their own apartments or rooms and share common areas.

They have access to many services, including up to three meals a day; assistance with personal care; help with medications, housekeeping, and laundry; 24-hour supervision, security, on-site staff; and social and recreational activities.

In contrast, Residential Assisted Living is a two-fold business opportunity consisting of real estate and senior care.

The business also provides room, board, housekeeping, supervision, and personal care assistance with basic activities like personal hygiene, dressing, eating, and walking.

The services are similar to traditional big-box assisted facilities. However, residential assisted living provides a smaller, more intimate setting that feels like home.

As a result of the smaller, residential-style home, caregivers are able to offer better staff-to-resident ratios.

Naturally, because of this environment seniors experience fewer injuries due to life-threatening fall risks.

The industry is comprised of real estate owners and assisted living home operators.

An owner’s involvement depends on whether they want to be hands-on or hands-off.

How to Get Started in Residential Assisted Living

Owning and operating a residential assisted living home is comprised of multiple elements.

Getting started requires buying or leasing the real estate, licensing requirements, permits, finding quality caregivers, training, identifying your clients, marketing strategies and so much more.

The founder of the Residential Assisted Living Academy, Gene Guarino, is making the process easier.

The RAL Academy has a long history of putting investors on the path to success.

Residential Assisted Living Academy has built a nationwide network that functions as a family of assisted living providers.

As a nation’s leading resource for assisted living, the RAL Academy provides ongoing blog content, resources, and literature about best practices.

Students learn how to meet the high demand for senior housing and the keys to success to avoid obstacles and accelerate the startup process.

Learn everything you need to know from A-Z about owning and operating your assisted living business.

You can get started by registering for free access to this free Intro to Residential Assisted Living Course below.

How to Start an Assisted Living Home

Every successful business starts with a blueprint that blooms into a business plan, and this concept is the same for starting a residential assisted living home. Business-minded individuals who take their investments seriously seek guidance from leaders in the industry. 

Why risk jumping in the deep side of the pool knowing you can’t swim? Instead of gasping for air and desperately trying to survive, let the leaders teach you. 

Residential Assisted Living Academy has a 3-day A-Z training course, complete with a multi-level tour of various assisted living homes. The power-packed course provides ongoing support and details about every aspect of the business, from securing a business loan to national regulations and procedures. Some of the most important steps to take before you dive in are listed in this brief overview.

However, why go it alone when industry experts are willing to give you the secrets to success?


Get Experience First

Gaining a degree of experience in the assisted living industry will certainly prove helpful to newcomers. It’s important to familiarize yourself with the operational details required in the day-to-day business. Learn the ups and downs so that you will know what to expect and how to prepare yourself for high waves. 

Write a Business Plan

A business plan is an absolute must. Your business plan is your blueprint for everything you will need:

  • Budget
  • Remodeling expenses
  • Lease arrangements
  • Insurance
  • Equipment
  • Labor Cost
  • Market assessments

The business plan explains the layout of your assisted living home, as well as how many people you plan to occupy. The plan should be as specific as possible, outlining emergency procedures, state and federal funding and grants. 

Establish a Business with the State

Register your assisted living home as a business with the state, and obtain the proper federal tax identification number. Afterward, acquire any additional permits. Obtain insurance policies.

  • General liability insurance.
  • Business property insurance.
  • Workers’ compensation insurance. 
  • Professional liability insurance. 

Obtain a License

Licensing for assisted living homes are done at the state level. This typically includes safety operations, infectious disease control, staff training, audits, and inspections, as well as disclosure and privacy protection.

Anticipate licensing boards to read through your business plan, operations manual, safety protocol and to do a complete walk-through of your home.

Familiarize Yourself with Local Laws

Most states put all the information you need on their own website. 

Converting Your Home

Major modifications will probably be needed. For fire safety, you may be required to install sprinkler systems and have a minimum number of exits, as well as having safeties on combustible devices like stoves and fireplaces.

Natural hazards throughout the home will also come up. You’ll also be limited in the number of residents you can accept. 

Oversight and Home Inspections

No matter what type of senior care home you decide to open, you can expect an initial visit from state regulators, along with periodic follow-ups. If you accept Medicare or Medicaid, you may face oversight from federal regulators, as well. 


The Residential Assisted Living Academy will likely save you money, heartache and lots of wasted time. 

As America’s aging population increases, entrepreneurs are finding new opportunities in opening assisted living homes. Even with the best of intentions to care for the elderly, successful businesses require more than a huge heart. These assisted living homes are expensive to run, have a lot of liability and require marketing strategies to survive amid competition.

This is why you should contact before diving and drowning in deep waters. 

Who wouldn’t want to learn from the best to ensure their success? 

Marketing 101 – Tips for Your RAL Business

Residential assisted living is a rapidly growing business opportunity that attracts a wide range of owners, operators, and seniors. 

Many owners and operators have minimal experience in running an assisted living business.

Marketing is one of the core concepts that can determine whether your business fail or thrive.

A marketing plan is an essential marketing tool for every small business. 

To create an effective plan, you’ll need to start by answering some important fundamental questions.

What do you want your assisted living home to accomplish and why? What is your target market? Who is your competition? 

Consider these important questions before taking any other action. 

There are ten critical questions every business owner and operator must answer in order to create an impactful marketing plan. 

10 Critical Startup Questions

  1. How Will Your Marketing Plan Support Your Business Goals?
  2. What Is the Mission You’re Trying to Accomplish, and Why?
  3. Who Are You Trying to Reach with Your Marketing Activities?
  4. Who Are You Up Against, and Where Do You Rank?
  5. What Makes Your Business Unique?
  6. What Will You Charge, and Why?
  7. How Will You Reach Your Target Market?
  8. How Much Money Will You Spend, and on What?
  9. Do You Need to Complete to Reach Your Marketing Goals?
  10. What Tasks Do You Need to Complete to Reach Your Marketing Goals?
  11. What Results Have You Achieved, and Where Can You Improve?

How Will Your Marketing Plan Support Your Business Goals?

Prior to developing your marketing plan, define a clear concept of what you want to accomplish. 

Your marketing strategy should be it’s directly related to your business goals and objectives.

A marketing strategy outlines expectations; a marketing plan provides details of how to execute the strategy. 

Afterward, break down your plan into short and long term objectives in an effort to script your marketing message. 

Remember, your timelines are important because they keep your plan realistic. 

Be careful to place emphasis on how your marketing strategy and marketing plan work together. 

Setting goals based on your business guidelines is the best way to get started. 

What is the Mission You’re Trying to Accomplish, and Why?

Your mission statement should be short, simple and memorable – it explains what you are trying to do and why you are doing it. 

Your mission statement should always be merged with your marketing plan. In fact, the mission statement is the foundation of your marketing plan. 

Incorporating your mission statement into your marketing plan ensures that your marketing activities are connected to your overall objective. 

Your mission is the most effective tool to repeatedly revisit to make sure your business remains on the right track. 

Finalize your mission statement before you do anything else. 

Who Are You Trying to Reach With Your Marketing Activities?

What is the specific audience you are trying to reach? The answer to this question will help you identify your target market. 

The more demographics and details determined about your target audience, the more your marketing plan will be able to target assisted living prospects. 

Market research will help you identify and find your target audience. It will also enable you to discover their values, concerns, and needs. 

A sketch of your residential assisted living home should identify your ideal seniors and help you personalize the specifics of your marketing message.

Who Are You Up Against and Where Do You Rank?

A competitive analysis is one of the best ways to research your target market, prepare your marketing strategy, and study your competition. 

Who are you up against? Is it another assisted living home, a big box facility, or false ideas about residential assisted living?

It’s important to consider what your competitors are doing right and what they are doing wrong. 

Competitive analysis helps you beat the competition, find your niche, and prepare for challenges. 

What Makes Your Business Unique?

Your assisted living home needs a unique selling proposition. Identify what sets you apart from everyone else in the industry. 

Prepares you’ve heard of the marketing term called USP, which means a unique selling proposition.

Your USP outlines how your residential assisted living home differs from your competition. 

Be unique in a way that makes your business a better choice than seniors will prefer over the competition. 

What Will You Charge, and Why?

Your residential assisted living home should have a pricing strategy based on the model you follow. 

Your business plan should already have many suggested price points for your assisted living home. 

Relate your pricing information to your marketing materials and marketing message. 

Your marketing plan must convey the value of your price points. A high-value proposition often leads seniors to fill the beds in your home.

How Will You Reach Your Target Market?

Create a promotional plan that covers all the communication materials needed to promote the key elements of your assisted living business. 

Your promotional plan should combine advertising, public relations, content marketing, internet marketing, and other publicity efforts. 

Only use 3-5 specific marketing variations to execute your marketing strategy, isolating your marketing campaigns is paramount. 

How Much Money Will You Spend, and On What?

As you outline your promotional plan, define a marketing budget so that you will know what activities you can afford. 

New small businesses often have a limited marketing budget. This is why creating a promotional plan that works is vital.

You may have an annual marketing budget, but you should also break it down into monthly increments. 

This will enable you can track results and modify the promotional plan to focus on the activities that provide you with the best return on investment.

What Tasks Do You Need To Complete To Reach Your Marketing Goals?

Outlining an action list is an important part of your marketing plan. This outline becomes the task list to guide you through each promotional activity. 

Action steps help successful business owners and operators stay on track and maintain consistent progress.

Action step prevent assisted living marketing teams from re-creating the wheel for every marketing campaign. 

Evaluate your end goal and break it down into a series of single-step tasks to create the best action plan possible. 

Each action item should also include a due date.

Typically, smaller steps empower you to complete easier tasks and build marketing momentum.

What Results Have You Achieved, and Where Can You Improve?

Marketing metrics will enable you to track and measure your results. A metric allows residential assisted living homes to transition your marketing plan from a one-time endeavor to a static document that consistently grows your business. 

There are different ways to track and measure marketing results. For example, online marketing can be tracked using analytics using search engine optimization. Offline marketing methods require a more manual approach.

The more standardized your tracking system, the more relevant your results will be. 

Marketing is difficult to measure without a system in place. 

Measuring your results will enable you to tailor your marketing activities to focus on the areas where you have the most success.

Get Connected to Mentors and Models for More Tips

The RAL Academy is the nation’s leading resource for assisted living, mentoring new business owners and offers an assisted living model that works nationwide.

Contact to learn more detailed professional tips about marketing your home.

Students who attend the 3-day course at Residential Assisted Living Academy to learn how to meet the high demand for senior housing, marketing strategizing that work, and everything from A-Z about owning a RAL business.  

Do you have a support system in place to help you ensure that your business succeeds?