ASHA recently relaunched its Where You Lives Matters website, aiming to revolutionize online lead aggregation in the senior living industry. Originally launched in 2016, the website failed to gain traction with operators but remained a valuable consumer resource. With changing consumer trends and behaviors online, a relaunch effort began in 2022.
The platform was revamped with new features like a community locator tool and more video resident testimonials, addressing the needs of older adults considering a move to senior living communities. The industry faces challenges in delivering community pricing information and verified reviews, but ASHA’s President, Dave Schless, sees the website as an opportunity to do things differently and better for the consumer.
The relaunch reflects the industry’s ongoing struggle with lead aggregators. ASHA believes in the importance of operators directly reaching out to prospective residents before they turn to third-party referral sites. The Where You Live Matters website aims to provide honest and informative content, showcasing pricing information, verified reviews, and connecting residents directly with operators.
The website’s community locator tool, which lists over 5,000 communities, is a crucial step in reducing industry reliance on paid online referral services. By collaborating with senior living state affiliates and conducting pilot tests, ASHA hopes to demonstrate the benefits of the revamped website in helping operators connect with consumers effectively.
The industry must overcome the challenge of not conveying the right message to capitalize on the growing demand for senior living services. With a consistent voice and narrative, operators can attract consumers using independent resources like Where You Live Matters, rather than relying solely on third-party aggregators.
As ASHA moves forward with its pilot tests in key markets, the goal remains to provide a seamless lead generation platform that benefits both consumers and operators. By putting consumers in touch with owner-operators based on their search criteria, Where You Live Matters aims to be a game-changer in the senior living referral site space.
