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Senior living and home care agencies · Social media

Nobody follows a care home, but everybody checks it before the tour.

Social media for senior living and home care is a page families check rather than follow, and the place aides decide whether to apply to you. GullySales posts what care actually looked like, keeps consent on every photograph, and moves enquiries off the platform to a call or WhatsApp.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of senior living and home care agencies at work in the United States

What social media means

Social media is the ongoing posting your business does on platforms such as Instagram, Facebook and LinkedIn to stay visible to customers and prospects between purchases. GullySales plans a posting calendar, writes captions and designs the images so the page looks active and answers what a visitor would ask.

Also for senior living and home care agencies

Sales and marketing for senior living and home care agencies, the overview.

Last updated 5 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.

For senior living and home care agencies

Where it usually goes wrong, and what we would do.

  • “Half the audience is looking for a job”

    Aides in your area compare which agencies pay on time. Real shifts, real areas and real faces bring applications that a job board never does.

  • “A comment can disclose who lives here”

    A relative replies under a photograph naming a resident and a diagnosis. You need a rule for hiding it and a private message ready to send.

  • “Families look for last week, not last year”

    A page whose newest post is a Christmas photograph from two years ago tells a daughter the building is short-staffed, whether or not it is.

What we do

What we deliver for senior living and home care agencies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A posting plan built from what already happens

    The birthday, the therapy dog visit, the new activities calendar and the aide who reached five years, photographed as they occur rather than staged.

    Result: Posting stops needing a fresh idea every week.

  2. Written consent filed against each photograph

    A release per resident and per use stored with the image, plus a standing list of who has said no so nobody is posted by mistake.

    Result: A photograph can be defended or removed on the day.

  3. A rule for comments that name somebody

    What gets hidden, what gets deleted, and the private message sent instead, so no public reply ever confirms that a person receives care from you.

    Result: Nobody's privacy ends up in a comment thread.

  4. Recruitment posts carrying the detail aides ask for

    Shift patterns, the towns covered, the pay range you are willing to publish, and how quickly an application gets a phone call back.

    Result: Applicants arrive already knowing the job.

  5. Messages moved to a call the same day

    Direct messages from families routed to whoever does intake, with the situation recorded exactly the way a phone enquiry is recorded.

    Result: An enquiry in the inbox stops being lost on the page.

  6. Reporting on enquiries and applicants, not followers

    Messages, calls and applications traced back from social, read against the baseline recorded when work starts, with the follower count left out of it.

    Result: The page is judged on who got in touch.

How the result is measured

  • Posts published
  • Engagement rate
  • Enquiries from social profiles

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full social media marketing page

Platform for this buyer

Where families and carers look, and what to post for each.

Facebook for the adult children
Post the activity board, the week's menu and a staff introduction with name and role. Families read quietly and share with siblings. The action is to book a visit, with a number staffed at that time.
YouTube tour of the community
Walk through a room, the bathroom with grab rails, dining, the nurse station and the garden, in one unbroken take with no residents in frame. The action is a call to schedule a visit.
WhatsApp for families already enquiring
Send the visit-day plan, what to bring and who they will meet, then one reminder. Answer in the same chat, so a daughter abroad can see what the brother was told. The action is to confirm.
Google Business Profile
Keep photographs of the entrance, rooms and common areas current, answer the questions posted, and list the services you actually offer. The action is call or directions.
Facebook and WhatsApp for hiring aides and nurses
Post the area, shift types, training provided and a walk-in time. Aides decide from detail. Keep these posts separate from the family-facing page.
What not to post
A resident's name, room, health condition or any photograph of care being given. Do not post anything that sounds like an outcome promise about health or safety.

Who it is for

This is written for these senior living and home care agencies.

  • Old age homes and senior citizen homes with residential rooms
  • Dementia and Alzheimer's care homes, and homes with a dedicated memory wing
  • Senior living apartments and retirement communities
  • Home nursing and attendant agencies that send staff to a family's house
  • Home health care services that arrange nurses, physiotherapy and equipment at home
  • Franchise home care branches marketing in their own neighbourhood
  • Small care homes run from a converted house or a floor of a building
  • Day care centres for seniors, and short-stay or respite rooms
  • Providers that run both a residential home and a home care service

Not for

It is not the right fit if.

  • Nobody reads comments and messages on the page, and a comment can disclose who lives in the home
  • Residents or families have not agreed in writing to appear in photographs, so there is nothing safe to post
  • The manager has no time to post, so a plan would run for a few weeks and then leave an out-of-date page

How it works

How the social media work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Confirm audience, platforms and access

    We note which platforms your buyers use and check that the pages sit under your own business accounts, with you as owner and us as added roles.

  2. 2

    Review the current presence

    We read the existing pages, the posts that drew replies and the gaps in posting.

  3. 3

    Build the calendar

    Themes, formats and dates are set out for your approval, with space for offers and news.

  4. 4

    Create, approve and publish

    Posts are made, approved by you and scheduled. Replies to the public are handled in your voice.

  5. 5

    Record enquiries and adjust

    Enquiries are logged against the post or platform where they began, and the mix changes to follow what brings them.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 0, foundation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
Which platform is worth our time?
WhatsApp and Facebook for families and local groups, plus whichever job-facing channel your aides actually use. Adult children making this decision are mostly in their fifties, and so are the senior citizen clubs and resident welfare groups that talk about you.
Can we post photographs of residents?
Only with a written release for each resident and each use, signed by a responsible party where one is required. Consent can be withdrawn later, so keep a record of what went where and be ready to take it down quickly.
A relative leaves an angry comment on our page. How do we respond?
Reply once, politely, say you want to hear the details, and give a person and a time to call. Do not mention the resident or the care in public, even to defend yourself. Then take it up privately and write down what was decided.
Who should appear on video: the owner or the care manager?
Whoever families will meet. The care manager answering one plain question on camera, such as what a first day is like, usually reassures more than a polished owner message. Get written consent from any staff member shown, and never film residents.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for senior living and home care agencies.

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