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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.

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Gene Guarino


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