When an adult daughter searches “assisted living near me” for her mom, the first thing she sees isn’t your website. It’s a map with three communities, a star rating and a review count next to each. Before anyone on your team has a chance to talk to her, she has already started deciding.
That makes Google reviews one of the cheapest, most overlooked parts of senior living marketing. This guide covers why they matter, how to make leaving one easy, who to ask, and what to do when a review isn’t glowing.
Why Google reviews matter so much in senior living
Choosing a community for a parent is one of the most researched decisions a family makes, and most of that research now happens online. Families want to hear from people who have already been through it. Reviews are where they find them.
- Trust. Search Engine Land reported that 88% of consumers trust online reviews as much as personal recommendations. A community with a steady stream of recent, specific reviews looks safer than one with three reviews from 2019.
- Local search. Reviews are one of the signals Google uses to decide which communities show up in the map results. More reviews, better ratings and recent activity all help. (See Local SEO Strategies for Senior Living Communities.)
- Adult children are reading. A Care.com study found that 73% of the time it’s the children of seniors who research senior living on their parents’ behalf. Reviews written by other adult children speak directly to them.
Step 1: Get your Google Business Profile right first
Before you ask anyone for a review, check that your Google Business Profile is claimed, verified and complete. Your community’s name, address and phone number should match your website exactly. Add real photos, your hours and the care types you offer. A family who clicks through from a good review should land on a profile that answers their next question.
Google is the priority because it’s where most families start. After that, make sure your listings are accurate on the senior-living sites families also check, such as Caring.com, and on general sites like Yelp and Facebook.
Step 2: Create a direct review link
Most people won’t leave a review if they have to hunt for the button. Give them a link that opens the review box directly.
- Sign in to your Google Business Profile (search your community’s name on Google while signed in, or use the Business Profile Manager).
- Select Ask for reviews (sometimes shown as “Get more reviews”).
- Copy the short link Google gives you. It opens your review form in one click.
- Save it somewhere the whole team can find it.
Then put that link everywhere a happy family might see it: follow-up emails, your email signature (“Leave us a review”), move-in anniversary notes, text messages after a family event, and a QR code on a card at the front desk.
Step 3: Know who to ask
The best reviews come from people who already tell you they’re happy. Your team usually knows who they are.
- Residents who love living there. After a short time at a community, staff know which residents are happy to talk about it. Ask them directly, and help them if the technology gets in the way.
- Adult children and family members. This is the most untapped group, and often the most useful. They’re the ones visiting, noticing the care and the activities, and they write the reviews other adult children relate to.
- Families who just moved a loved one in. Relief is a strong emotion. A family who just had a smooth move-in is often glad to say so.
- People who chose you after a great tour. Give visitors something worth writing about. If your gardens are beautiful, walk them through the gardens. If your activity calendar is strong, bring them to an activity.
Surveys, conversations and resident events are all good ways to spot these people. Some will also agree to a short testimonial video, which you can use on your website and social media.
Step 4: Ask at the right moment
Timing matters more than the wording. When a resident or family member pays you a compliment, that’s the moment to ask, not a month later when the feeling has faded. A simple, honest ask works best: “That means a lot to us. Would you be willing to share that in a Google review? I can send you the link.”
Make it part of your process rather than something people remember to do occasionally. A follow-up email after move-in, a note after a family event, or a reminder in your CRM when a family hits their 90-day mark all keep reviews coming in steadily, which looks better to families and to Google than a burst every few years.
Ask for an honest review, not a five-star one. Offering gifts or discounts for reviews, or asking only happy people to post through a filtered process, goes against Google’s policies and can get reviews removed.
Step 5: Make it easy on site
Some families will never get around to it at home. A small review station near the exit, such as a tablet or a card with a QR code and a sign inviting visitors to share their experience, works like an electronic comment card. Invite visitors to post photos from events on social media too.
Step 6: Respond to every review, including the bad ones
Even the best communities get the occasional critical review. Families reading reviews pay close attention to how you respond.
- Thank people for positive reviews, and mention something specific from what they wrote.
- Answer negative reviews calmly and quickly, without sharing any resident’s private details. Acknowledge the concern and offer to talk offline.
- Use the feedback. If several reviews mention the same issue, fix it, and say so in your reply. It shows families that you listen.
Key takeaways
- Families often see your star rating and review count before they see your website.
- Get your Google Business Profile complete and accurate before you start asking.
- Use Google’s own review link and put it in emails, signatures, texts and a QR code.
- Ask residents and especially adult children, right after they tell you they’re happy.
- Build the ask into your process so reviews come in steadily.
- Reply to every review, and treat criticism as useful feedback.
Reviews help families find you, but they only pay off if someone follows up quickly when those families reach out. If you’d like a second set of eyes on how your communities turn online interest into tours, NextWave can help. Book a call with NextWave.
Related reading: Local SEO Strategies for Senior Living Communities · How Speed-to-Lead Became the Easiest Unfair Advantage in Senior Living