Families now ask an assistant before they ask a community.

Cautiously, and as a test rather than a bet. The audience is genuinely there — active advertisers rose from 2,585 to 3,770 in a single week last June — but the channel is young and the reporting is coarse. We size it as a test budget beside your paid search spend and give you a clear verdict at the end of the quarter.

Housing-related advertising carries targeting restrictions and creative review across the major platforms, and senior living frequently falls into that category. This is manageable and we manage it: restrictions are mapped before the build, your compliance lead signs the guardrails, and every asset is checked against them before submission.

Your own number matters more than any benchmark, but for context independent living is commonly reported at $80-$120, assisted living at $100-$150 and memory care at $200-$500 and above. We set the target from your own move-in value and close rate in the first fortnight.

Outside the platform. Enquiries are wired into your CRM with source attribution, and we read the channel on booked tours and move-ins rather than clicks or impressions. Because the senior living cycle commonly runs two to four months, we set expectations for a full quarter before judging it.

Yours. We interview your sales advisors and read your existing material before writing anything, and your marketing team approves every line. A community that sounds like a directory listing is the fastest way to lose a family's trust.

It is a workstream, not an afterthought. Forms collect only what your advisors need to have a useful conversation, call recording follows your existing policy, and nothing sensitive is pushed into an ad platform. Where a measurement shortcut would compromise that, we decline it and explain the trade-off.

Small enough that a disappointing quarter costs you nothing you will miss, large enough to produce a readable number of enquiries. We size it from your current cost per lead and your tour targets, and we would rather propose a smaller test than an impressive one.

Comfortably, and it happens often. Plenty of operators keep their search and social where they are and add this channel with us. We share the reporting with whoever needs it so nobody is comparing different numbers.

No, and it works better beside it. Assistants draw on the same published material search engines do, so the community content you own keeps earning. Several operators pair this with GEO and AEO work for exactly that reason.

We tell you, in writing, at the quarterly review, and recommend stopping. Recommending you keep paying for a channel that is not producing tours would cost us a client eventually, so it is a bad trade for everyone. The work already done — the question map, the guardrails, the creative — stays useful in your other channels.

You do, from the first day, in your own billing. The guardrail document, the question map, the ad copy and the tracking setup are all yours to keep or hand to someone else.

A named senior lead who has sat with your sales advisors and knows your care levels, supported by our analytics team. They write the monthly review themselves and you have their direct line.