Weaning Off Third-Party Aggregators Like ‘A Place For Mom’

In an industry where occupancy often hinges on visibility, it’s no surprise that many senior living communities feel tethered to third-party aggregators like A Place for Mom (APFM).

With its deep pockets for paid ads and SEO strategy, APFM frequently dominates the search results - and for operators without in‑house marketing teams or digital expertise, walking away can feel like cutting off your lifeline.

Add to that the recent Senate investigation into A Place For Mom’s commission‑only model, and the stakes have never been higher.

But depending solely on an aggregator means trading control for convenience - and potentially sacrificing both margins and trust.

What if, instead, you could build your own lead‑generation engine? One that leverages your unique story, your best digital tactics, and community partnerships to drive qualified inquiries without the commission‑based conflict?

In the sections that follow, we’ll outline a realistic, phased approach to help even resource‑constrained operators gain traction online, diversify referral sources, and reclaim control of their occupancy pipeline.

As always, this guide is for informational purposes only; please consult your advisors before making any contractual or strategic changes.

Why the Timing Is Right

The recent, ongoing Senate probe into A Place for Mom’s commission‑based model has put a spotlight on potential conflicts of interest in senior care referrals.

While the investigation remains unresolved, it underscores two critical points:

• Regulatory risk: Future transparency mandates or penalties could affect any community tied exclusively to high‑commission aggregators.

• Reputational risk: Prospective residents and their families are increasingly savvy about “upselling” concerns and may perceive commission‑only partnerships as less trustworthy.

By starting now, your community can get ahead of any new rules, reassure families, and take control of your own lead generation.

3 Pillars for Transparent Referrals

Below are the three foundational pillars that will guide you toward a safer, more transparent referral strategy - whether you’re bootstrapping with limited resources or leveraging external expertise.

Pillar A: Direct Digital Engagement

Bring inquiries in‑house whether you DIY or outsource so you control the budget, messaging, and data.

Bootstrapped tactics:

• Repurpose existing photos and videos for social media and email.

• Use free SEO tools (e.g., Google Search Console, Ubersuggest) to identify and optimize for long‑tail keywords.

Fractional or boutique agency support:

• Engage a specialist (like Digital Seniority) on a month‑to‑month basis to manage paid ads and SEO - no full‑time hire required.

Leverage simple platforms:

• Claim and optimize your Google Business Profile

• Create and promote Facebook Events

• Update local directory listings before scaling into paid campaigns

• Increase Google Reviews to a star rating of 4.5 or higher

Pillar B: Community & Referral Partnerships

Build referral relationships with trusted local sources who have no financial stake in your fees.

• Formalize referral agreements with home‑health agencies, hospitals, veteran groups, and faith organizations.

• Co‑host educational webinars or workshops (e.g. memory‑care best practices) with clinical or community partners.

• Host on‑site “lunch‑and‑learn” sessions for local senior‑services professionals.

Pillar C: Fee‑for‑Service Advisory Options

Offer, or partner with, impartial advisory platforms that provide recommendations based solely on resident needs and fit, free from any provider‑paid commission bias.

A Phased Plan to Reduce Dependence

Systematically lessen your reliance on high‑commission referrals, by following this phased plan that balances gradual budget shifts with clear performance metrics and flexible vendor partnerships.

➔ Assess Your Baseline

• Map out your current referral mix and cost‑per‑move‑in by source.

• Inventory existing tools: note your website platform, social channels, email list, and any basic SEO/analytics you already have. Identify quick wins (e.g., updating meta titles, claiming local directories).

➔ Set Monthly Diversification Targets

• Shift 10-20% of your APFM‑driven budget into direct or partnership channels each month.

• Pilot small ad tests: Run a $500-$1000/month* Facebook or Google Ads pilot through an external specialist to prove ROI before scaling.

*Work with an external specialist to determine: a) which platform is best to start, b) what the ad spend needs, and c) any other factors to be in place to show value in the pilot. You want to give the pilot the best chance of success - factors such as too little ad spend, broken conversion tracking, job-inquiry saturated platforms, etc. will hinder showing the true potential of taking control of your own marketing.

➔ Track & Report

• Monitor cost‑per‑move‑in, lead‑to‑tour conversion rates, and resident satisfaction by channel.

➔ Adjust & Reallocate

• As direct channels show results, gradually reassign budget away from high‑commission referrals.

• Leverage vendor relationships: contract SEO or paid‑ads experts on flexible, month‑to‑month terms instead of long retainers.

Tip: Celebrating wins publicly (e.g., “In May, 60 percent of our new residents came via our in‑house virtual tour series!”) can help secure stakeholder buy‑in.

Minimizing Liability in Your Messaging

When communicating these strategies, use carefully crafted, neutral language and clear disclaimers to inform stakeholders and families without exposing your community to undue legal or financial risk.

• Use neutral language: “Consider,” “explore,” or “evaluate” instead of “must” or “should.”

• Include clear disclaimers: Remind readers that your strategies are suggestions, not mandates - and encourage them to seek professional guidance for legal or financial decisions.

• Focus on transparency and service quality: Emphasize how these changes benefit seniors and families first, rather than simply reducing your referral fees.

How Digital Seniority Can Help

As you begin shifting away from high‑commission referrals, consider partnering with Digital Seniority®. We’re a boutique team focused exclusively on senior living marketing - combining deep industry insight with modular, results‑driven services.

Whether you’re piloting a $1000 ad campaign, laying the groundwork for in‑house SEO, or integrating an AI‑powered lead engine, Digital Seniority can guide each step of your transition.

Let us help you build a transparent, family‑first pipeline and achieve sustainable occupancy growth... on your timeline and terms!