The 52-Week Senior Living Marketing System (Playbook + Calendar)

One low-cost move a week to keep your community full.

A complete 52-week marketing system for senior living, built on the one idea that actually drives occupancy: referral relationships, not advertising. Two complete plans inside — Rural and Metro — with 104 different moves, each naming exactly who to go to, what to do, and why it works. Every week costs little or nothing but your time. No paid ads required.

Two pieces that work together:

• The Playbook (PDF) — the system and the thinking; print it and keep it on your desk.
• The Calendar (Excel spreadsheet) — both plans as checkable week-by-week tabs: Who to go to / The move / Why it works / Done / Notes.

Two markets: the Rural year runs on community, faith, and word of mouth; the Metro year runs on professional referral networks and online reputation. The timing lines up with real rhythms — the post-holiday move-in surge, Older Americans Month in May, Caregiver Month in November. Do one move a week, check the box, and let the relationships compound.

Instant download (PDF + Excel). Single-community license. By Kathy Swanstrom, Anchor Care Consulting — 40 years in assisted living.