Several of the largest senior living providers in the U.S. have announced they are partnering with Caring.com for buying of Internet leads. Brookdale Senior Living (NYSE: BKD), Emeritus Senior Living (NYSE: ESC), Benchmark Senior Living, and Senior Star have chosen the online senior living resources as their agency of record for national buying of Internet leads. Separately, the Assisted Living Federation of America (ALFA) has named Caring.com as its preferred partner for Internet marketing.
In addition to its ongoing search offerings, Caring.com last year added a new toll-free referral help line that allows prospective customers to connect with Caring.com’s senior living advisors. That line is currently referring 4,000 prospective residents per week, the company says.
The group of providers now partnering with Caring.com says the referral model is working to drive business and has proven to improve conversions.
“Caring.com has been great to work with as they’ve added the referral model to their business,” said Jayne Sallerson, executive vice president of sales and marketing at Emeritus Senior Living. “Emeritus wanted to consolidate our Internet lead buying with a company we could trust, and Caring.com has demonstrated their commitment to consumers, to us, and to the industry. Their new program is showing positive signs of increased tours and conversions.”
Brookdale, also partnering with the company, says the agreement has lowered its costs and improved the customer experience for Brookdale prospective residents.
“Caring.com has proven themselves to be a strong partner for Brookdale,” said Jim Pusateri, senior vice president of sales at Brookdale Senior Living. “Working with fewer Internet lead sources has improved our operational efficiencies, lowered our marketing costs, and improved consumers’ experience with Brookdale Senior Living.”
The company provides caregiving content, online support groups, and a comprehensive Senior Care Directory with 35,000 consumer ratings and reviews.
Editor’s note: A previous version of this article stated in error that Caring.com is an exclusive online leads provider for the companies noted. In fact, Caring.com is the agency of record, not an exclusive partner, for those companies. SHN regrets the error.
Written by Elizabeth Ecker