Why they matter and how to consistently get more of them
Online reviews have always been merely being helpful. Now, with AI tools like ChatGPT using them for context, and Google using them as a ranking factor for SEO, they’re essential. For your senior living communities, they can directly influence how often you’re found, whether families trust you, and how likely they are to schedule a tour.
If your reviews are strong, recent, and easy to find, your community has an advantage. If they’re weak or missing altogether, you’ll essentially become invisible in moments that matter.
Let’s talk about what’s changed and what your marketing team can do about it.
Why Reviews Matter More Than They Used To
Reviews shape how you rank in search results
Google’s algorithm continues to weigh review quantity, recency, and rating. But today, the content of those reviews also contributes to keyword relevance. When a family mentions “specialized dementia care” in a five-star review, you’re more likely to show up in dementia-related searches.
Reviews influence AI-powered recommendations
When a woman looking into care for her aging father types “ what is the best assisted living community near me with memory care” into ChatGPT or other LLM, the model crafts answers using places like Google, Yelp, and senior care directories. Unlike search engines of the past, these tools summarize information rather than indexing it. This means that even a few strong, recent reviews can shape how your community is described or whether it appears at all.
Results affect trust at the moment of decision
Data suggests that out of the 98% of consumers who read reviews for local businesses, 87% say they won’t consider a business with a low rating. What families see in your reviews will determine whether they decide to call or visit your community. Your website can tell your story, but the reviews will help solidify it.
Creating a Strategy to Get More Reviews
Reviews are tricky. Unlike the rest of your marketing strategy, you can’t create reviews yourself. You can only find strategic ways to request them from visitors, families, and residents. Reviews come from real people, so treating them as such is the best strategy for consistency. At its core, what works to get reviews for your senior living communities is strategy, consistency, and respect.
Ask at the right moments
By its nature, working in senior living creates a lot of sensitive moments with families and seniors. No one wants to be asked constantly to leave a review, and that goes double for senior living.
Instead, be strategic. Focus on moments where people have been cared for or had a positive experience. Look for good experiences that exemplify the quality of life in your community. The best time to request a review is when a family member or resident genuinely feels appreciated. That could be after a care plan meeting, a successful event or tour, or a move-in follow-up.
Train your staff to recognize these signals. A simple, personal ask, such as “If you’re open to it, leaving a Google review helps other families find us,” is often enough.
Or, to really streamline the process, consider marketing automation platforms or CRM integrations that automatically send review requests after such an event.
Focus on Google
This is where the majority of families are searching online and where many LLMs gather information. If you have fewer than 20 recent Google reviews, that’s your highest-impact priority. Luckily, Google makes it easy to get a link or QR code directly to your Google Business Profile to leave a review.
Make it easy
Most people won’t leave a review because they don’t know how, not because they don’t want to. Fortunately, making them accessible is easy:
- Create a short link to your Google review form (via your Google Business Profile)
- Turn it into a QR code and include it on printed handouts, newsletters, or signage at the front desk
- Include the link in thank-you emails or move-in follow-ups
- Provide a short “how-to” one-pager if needed, especially for older reviewers
Follow up respectfully
If a family was open to the idea but didn’t leave a review immediately, a quick text or email follow-up goes a long way. Courteous language, like: “Thanks again for your kind words the other day. If you’d be open to sharing them as a review, it would really help other families. Here’s the link.” keeps the tone warm, not pushy.
To make this process easier and more consistent, marketing automation tools are a great option. With these, you can automatically send a follow-up email or text after a set number of days, using customizable templates that reflect your community’s voice.
Reviews Beyond Google
Focus on Google as your first priority. If you already have a strong base there (30+ current reviews, rating above 4.5), you can selectively build more of a presence on platforms like A Place for Mom, Caring.com, and SeniorAdvisor for placement-influenced traffic. Facebook is also beneficial for social reinforcement, and Yelp can help with Apple Maps/Siri visibility. (However, know that when it comes to Yelp, filter sensitivity makes it a low-yield channel for most.) Don’t try to build all platforms at once. Prioritize where your leads come from.
What Not to Do
- Don’t offer incentives. It violates platform terms and can backfire.
- Don’t ask everyone at once. Volume spikes look suspicious and may get filtered.
- Don’t ignore reviews once they’re posted. A simple response, especially to positive feedback, shows you’re engaged.
A Quick Note on Responding to Reviews
Responding to reviews signals to prospective families that your community is attentive and engaged. When someone searches your name and reads through your reviews, they’re also reading your replies—whether it’s a quick thank-you or a response to a concern. That interaction helps shape your brand long before a tour is scheduled.
For positive reviews, a short, sincere response shows appreciation and reinforces the relationship. Vary your wording when possible. Copy-pasting the same message every time may save time, but it makes your community seem automated and impersonal. It’s also worth noting: responding to reviews—positive or negative—is believed to be a factor in how Google ranks local businesses, as it reflects active management of your Google Business Profile.
When it comes to negative reviews, remember: the real audience is the next person researching your community. Keep your response calm, professional, and respectful. Acknowledge the concern without defensiveness, avoid disclosing private details, and offer a path for resolution when appropriate. You don’t need to “win” the exchange—you need to demonstrate credibility to those reading it.
Closing Up
Reviews now impact more than just your reputation. They determine how discoverable you are, how AI tools describe you, and how confident families feel about contacting you. You don’t need a campaign. You need a habit. One that your entire team supports, and that’s easy enough to run week after week.
Get that right, and your review will become both a validation of quality and your most cost-effective marketing channel.
