The future of search is here: what senior living marketers need to know to stay competitive

As we close out the first half of 2025, it’s time to face a hard truth: the search landscape is undergoing seismic shifts. What worked yesterday won’t carry us forward.

Marketing leaders in senior living have long known that change is constant. But right now, three major forces are converging at once, rewriting the rules of how prospective residents and families discover, research, and choose communities. If you still rely on outdated tactics, you risk being invisible when someone needs you most.

What’s changing in search — and why it matters for senior living

In recent months, a new reality has emerged with three key trends redefining the path families take when exploring senior living options.

• AI is disrupting how people search and get answers.
• Third-party referral platforms like A Place for Mom are losing trust.
• Social media is now a powerful search and research tool.

Let’s break down what this means — and what your community should be doing now.

AI is reshaping how people search for senior living

The traditional “Google it, then click a link” experience is fading. With the rise of AI-powered search like Google’s Search Generative Experience, ChatGPT, and Bing Copilot, users are asking natural-language questions and expecting instant, curated answers.

Here’s how that impacts you.

• Zero-click searches are growing: Prospects may get all the info they need from AI summaries, but they may never even reach your website.
• AI favors trusted, structured content: If your site lacks clear, helpful, and localized information, you will likely be left out.
• Technical SEO matters more than ever: Schema markup and structured data are the behind-the-scenes tools AI relies on to interpret your content.

Operator action plan

• Publish content directly answering common family questions (“What’s the difference between assisted living and memory care?”).
• Add clear, FAQ-driven content that mirrors how families ask questions.
• Invest in technical SEO to make your website AI-friendly.
• Build location-specific landing pages that give local search engines and AI tools something meaningful to index.

A Place for Mom’s grip on search is slipping

Platforms like A Place for Mom have dominated the senior living search journey for years. But the tides are turning. Families are questioning pay-to-play referral models and want more transparency. Senior living operators are frustrated by a lack of brand control and rising lead costs. Online reviews and community-generated content are emerging as more trusted sources.

These factors create a window of opportunity to regain control of your digital front door.

Operator action plan

• Strengthen your owned channels: website, content, and local SEO.
• Invest in paid search and social for high-intent searches.
• Actively manage your Google Business Profile, reviews, and community directory listings.

Social media is becoming a search engine

Families are searching on social media more than ever. Adult children aren’t just Googling — they’re scrolling TikTok, Instagram, YouTube, and Facebook to discover senior living options through real stories, video content, and trusted voices. These platforms have become powerful search engines in their own right, where people look for:

• Real-life resident stories and testimonials
• Video tours and event highlights
• Educational advice from trusted caregivers or medical professionals

Getting into someone’s algorithm means getting into their consideration set. When your content consistently shows up in their feed, you build familiarity, trust, and influence – long before they fill out a form or give you a call.

This shift gives operators an edge if they’re willing to show up and be real.

Operator action plan

• Build a simple, sustainable short-form video strategy.
• Showcase everyday life: resident birthdays, lunch prep, family visits, staff spotlights.
• Highlight your differentiators — especially what makes your community feel like home — with visual storytelling.

What senior living marketers should do now

To stay ahead of this evolving search landscape, operators must think beyond keywords and web traffic. In the end, it’s about building trust and increasing visibility while displaying your authentic self and that of your brand.

7 strategic moves to refine your marketing for the new era and beyond:

• Publish human-centered, question-driven content.
• Prioritize AI-friendly website structure and technical SEO.
• Diversify away from referral models with paid media and brand-building.
• Embrace social media as a discovery tool, not just a megaphone.
• Guide decisions with data, not gut feelings.
• Own your reputation with review response systems.
• Tell your story with short-form video and authentic community voices.

Final thoughts: don’t wait for the industry to catch up

The search experience isn’t just changing. It already has.

AI, social media, and skepticism toward referral agencies are reshaping how families navigate care decisions.

If your community’s digital presence isn’t keeping up with these shifts, you’re not staying competitive. You’re falling behind the operators who are.

Unlock Health is a full-service marketing and communications agency that helps healthcare organizations make authentic connections with patients and communities. Every minute of every day, someone books services they need as a result of our work.