Assisted Living Leads in 2026

Typical 2026 ranges: shared marketplace leads $40-$140, exclusive leads $180-$500, pay-per-call $60-$180, lead-fee or move-in-fee arrangements vary widely. Major referral platforms (A Place for Mom, Caring.com) operate on a commission model, typically 50-100% of one month's rent on move-in rather than a per-lead fee, which can range from $2,000-$8,000 per successful placement.

Assisted living leads are typically for residential community placements (private pay, monthly rent). Elder care covers a broader scope including in-home care, memory care, skilled nursing, hospice, and adult day programs. Each has different price points, sales cycles, and referral patterns. Communities that serve multiple care levels often buy both lead types separately to match inquiries to the right care offering.

Adult children of the prospective resident, in 70-80% of cases. The resident themselves participates but is rarely the primary decision-maker. This shapes lead qualification, capture both the family member (who initiates the inquiry) and the resident (whose care needs determine fit). Speed-to-call matters enormously because adult children typically research and decide under time pressure (post-hospitalization, post-fall, post-diagnosis).

Depends on your occupancy and pricing. Both run massive consumer advertising and route inquiries to participating communities, but the commission (typically a full month of rent) is real. Communities running 90%+ occupancy with strong organic referrals usually pull back from these platforms; communities under 80% occupancy almost always benefit. The commission is the cost of certainty in move-ins.

Under 30 minutes for first contact, but speed is less determinant than in home-services. The family is typically in a researching phase, what matters is depth of follow-up over the next 7-21 days. The community that schedules a tour, follows up between touches, and provides a clear pricing breakdown wins more often than the community that just calls fastest.

Self-generated and direct referrals (hospital discharge planners, geriatric care managers): 25-40%. A Place for Mom / Caring.com: 18-30%. Exclusive providers: 15-25%. Shared marketplace leads: 4-10%. The sales cycle is typically 30-90 days from first inquiry to move-in.