Your Assisted-Living Marketing May Be Failing

The Danter Company evaluated marketing materials at 249 assisted-living properties we visited over the last three years. Almost three out of five (59.5%) graded out as a D or an F on our grading scale for effectiveness using lifestyle marketing techniques and producing material that seniors can easily handle and read. Marketing packages collected by our analysts during site visits at properties in 13 states were evaluated on a curved 100-point scale with the following results:

A 80+ 11 4.4%
B 70 TO 79 39 15.7%
C 60 TO 69 51 20.5%
D 50 TO 59 54 21.7%
F <50 94 37.8%



The average score is 53.6, or a D. The median is 55, also a D. Marketing material was graded on 10 categories of up to 10 points as follows:

  • Emphasis on the potential resident’s new lifestyle (10 points)
  • Fonts (size 10 points, legibility 10 points)
  • Pictures (number and size 10 points, appropriateness and activity 10 points, diversity 10 points)
  • Floor plans (10 points)
  • Explanation of services (10 points)
  • List of fees (10 points)
  • Quality of print/production (10 points)

Our full white paper details our findings, including key mistakes made by many communities. If you would like a copy of our white paper detailing our findings, please contact Kenneth Danter or Terry Hall at 614-221-9096.

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