January 30, 2025
Marketing Tactics to Head Off the Aggregators
Senior living communities don’t have to lose leads to paid aggregators.
In this Senior Living Minute, Samantha Prinster shares strategic marketing tactics that help communities stay ahead of lead aggregators. By optimizing lead flow, using marketing automation, and expanding SEO efforts, operators can capture more organic leads before they ever reach third-party sources.
Learn how AI-driven search trends and CRM automation can help senior living providers reduce dependency on paid lead sources and drive more direct website traffic.
Transcript: Marketing Tactics to Head Off the Aggregators
Right now, everyone in the industry is competing with paid aggregators, so we have been making key optimizations to stay ahead.
One of the biggest changes we made is funneling all leads through our marketing automation system before they enter our CRM. Previously, many marketing-qualified leads sat in our database without ever reaching sales. By automating this process, we can catch duplicate leads early, decline them with the aggregator, and immediately route them to sales.
We’ve also seen a shift in lead sources. In the past, paid Google ads drove the majority of inbound leads. Now, we see a surge in organic and direct website traffic—a shift we largely attribute to AI-driven search trends.
With tools like ChatGPT being used for searches like ‘best senior housing near me,’ communities that aren’t listed on AI-referenced platforms may not appear in results. This has pushed us to expand our SEO presence and improve organic visibility, significantly increasing direct leads.
By leveraging automation, AI, and SEO, we can capture more prospects early, reducing our reliance on paid lead sources and strengthening our direct marketing strategy.