Fill the beds
Be first, findable and followed up.
- Missed-call text-back in minutes, day and night
- Open-bed alert and a monthly referral-partner cadence
- Tour script, same-day follow-up, pre-opening waitlist
For residential assisted living homes, 5 to 16 beds
Fill your beds and get your week back.
RAL CMO is the fractional marketing and operations partner for small assisted living homes. One accountable operator owns your number - inquiries, tours, move-ins - and reviews it with you every week, while simple AI routines take the typing, the reminders and the follow-up off your people.
Opening soon? Start with the pre-opening track - visibility, a waitlist and your policies before the license arrives.
Your weekly numberReviewed every week
Every missed call gets a text back in minutes
Referral partners hear from you first when a bed opens
One review, one owner of the number, every week
Illustration. Your own numbers go here after the audit.
The empty-bed problem
Demand is there. The first home to answer gets the tour.
Families are choosing assisted living. Small homes lose them on speed and proof, not on care. Four numbers from the people who track this industry:
53%of web inquiries got no reply within two hoursIn 250+ mystery shops of senior living communities. A family that waits calls the next home.Source: Bild & Co. mystery shops (2023), via Senior Housing News, Feb 2024
88.4%assisted living occupancy, Q2 2026Large communities, tracked nationally. Families are moving in; the question is where.Source: NIC MAP, July 2026
39%nursing assistant turnover in senior livingDown from 44.2% the year before, and still the reason owners end up covering shifts.Source: Ziegler CFO Hotline, July 2026
74%of senior living workers use AI at least occasionallyIt is already on your caregivers' phones. A written policy is the first safe step.Source: Argentum member brief, May 2026
Most industry surveys cover larger communities. We found no survey of homes your size, which is why the audit measures your own numbers instead.
The Full House system
Four groups. Twenty-four frameworks. Start with the one that hurts most.
Built from the problems operators describe most often in 63 operator interviews, not from software brochures. Fix order: fill the beds (cash), pass inspection (license), keep caregivers (stability), then get the owner's week back (scale).
Pass inspection
Inspectors check paper, so keep it ready every week.
- Mock-survey checklist built from your state's rule text
- Weekly sweep of trainings, CPR and reviews coming due
- Binder, policies, monitoring policy, drill calendar
Keep caregivers
Hire for heart, then make the hours run themselves.
- Scenario interview kit and a scored trial week
- Callout chain that fills the shift before anyone calls you
- Onboarding routine, bilingual quizzes, manager-loss plan
Run it without you
Move the reporting, watching and drafting off the owner.
- Monday owner digest: census, gaps and risks on one screen
- Census against your own break-even line, every week
- SOPs from recordings and an owner-dependence map
Opening soon? Start here.
Pre-opening homes get their own install order: Google profile and waitlist before the license arrives, policies and a monitoring policy drafted for review, an AI policy and an interview kit before the first hire.
AI visibility
When a family asks AI for a small home near them, directories get named. Homes do not.
Families now ask Google, ChatGPT, Gemini and Perplexity who to call. When we ran those searches for small assisted living homes in Phoenix-area cities, the answers pointed to directory pages and big branded communities - not the homes' own sites.
- A complete Google Business Profile in the right category, routed to your own phone
- Reviews on a system, asked for the right way - never traded for anything
- A website and answer-first pages built to earn the tour, so AI has something true to cite
"Best small assisted living home near [your city]?"
1Senior living directory listing pageDirectory
2Placement service city guideDirectory
3Large branded community with many reviewsBig brand
?Your home - great care, thin online proofNot named
Results
Built and run for local businesses first. Applied to care homes now.
These are anonymized results from local service businesses, not care homes. They show the same system: one accountable operator, a site built to convert, and routines that run every day.
A seasonal rental business we own and operate, Arizona
From zero revenue to roughly $230,000 in its first season
Then over $500,000 from January to mid-July 2026.
- What we built
- Brand, website, online booking, seasonal Google Ads, social.
Revenue reported by the business. This is our own business, not a client.
A decades-old custom cabinet maker
Millions in new revenue within six months of the rebuild going live
- What we built
- Site rebuilt end to end, automated CRM with follow-up sequences, an SEO and content program.
By the owner's own account.
How it works
Audit, plan, install, then one weekly review.
Step 1
Free Full House audit
30 items across six areas, scored, plus an AI visibility check for your city. You get your top three fixes and the kit that solves each one.
Step 2
A written plan
Which group comes first for your home, what gets installed, who owns each piece and by when. Yours to keep whether or not you hire us.
Step 3
Done-for-you install
Routines set up in the tools your home already has - your phone system, your CRM, a shared sheet, Google. No new platform to learn.
Step 4
One weekly review
Inquiries, tours, move-ins and census against break-even. What came in, what it cost, what changes next. One operator owns the number.
Safe use
Green, yellow, red: the contract decides, not the model.
In our analysis of 63 operator interviews, 274 of 319 problems - 86% - need no resident data at all. That is where we start.
Green
Any approved tool
No resident information. Policies from public rules, checklists, job posts, training quizzes, your Google profile, family-letter templates.
Yellow
BAA account or de-identify
Anything about one resident: incident drafts, family updates. Only on an AI account whose provider signed a business associate agreement, or with every identifier removed.
Red
Never
Names plus health details in a free chatbot. Resident records through automation tools that will not sign a BAA. AI deciding care, medication, admission or discharge.
How we work
Four rules we do not bend.
Resident data stays protected
No resident information goes into a tool without the right agreement in place.
Reviews are earned
No review is ever traded for anything. No fake reviews, no paid reviews, no review gating.
Your numbers, confirmed
No number goes on your site until you confirm it.
Care stays human
Every decision about care, medication, admission and discharge stays with your people.
FAQ
Questions operators ask first
What does it cost?
The audit, the AI visibility check and the playbook are free. If you want the routines installed and run for you, we scope it after the audit, based on what your home actually needs, and you decide from there.
Do you guarantee more move-ins?
No. We do not promise rankings, occupancy or revenue. We promise to own the number, review it with you every week, and change what is not working.
My home is not open yet. Is this for me?
Yes. Pre-opening homes get their own track: a complete Google profile and a waitlist before the license arrives, policies and a monitoring policy drafted for your review, an AI policy and an interview kit before the first hire. The audit scores your readiness instead of your operations.
Do I need new software?
Usually not. We install routines in the tools your home already has: your phone system, your CRM if you have one, a shared sheet, your calendar and your Google profile.
Is it safe to use AI with resident information?
Only on the right account. Free and individual AI plans do not sign a business associate agreement (BAA). Most of the work we install never touches resident data. Read the safe-AI guide, check your state's rules, and ask your attorney about your home.
Do you only work in Arizona?
No. We are based in Phoenix and work with operators in any state. Arizona rules on this site are examples - check your own state's rules.
Who will I work with?
Steve Underwood. One person owns your marketing strategy and your numbers. There is no account manager layer and no offshore team.