Marketing an Adult Family Home (AFH) is not about flashy ads or aggressive sales tactics. It’s about trust, visibility, compliance, and relationships—done consistently and correctly.
Many AFH owners struggle with empty beds not because they provide poor care, but because families, hospitals, and referral partners can’t find them—or don’t understand what makes them different.
This guide walks you through a clear, repeatable, and compliant system to market your Adult Family Home and keep beds filled ethically and sustainably.
Adult Family Homes operate in a high-trust, high-regulation environment. Your marketing must:
• Follow state licensing and advertising rules
• Respect HIPAA and resident privacy
• Appeal to families making emotional decisions
• Build credibility with professionals (social workers, case managers, discharge planners)
Marketing an AFH is not selling—it’s reassuring.
The biggest marketing mistake AFH owners make is trying to serve “everyone.”
Ask yourself:
• What care level do we specialize in?
• What conditions do we support best?
• What behaviors can we manage safely?
• What cultural, language, or dietary needs do we serve well?
Examples:
• Memory care (Alzheimer’s, dementia)
• Developmental disabilities
• Mental health support
• Elderly residents needing moderate assistance
• Post-hospital recovery placements
📌 Clear positioning leads to faster placements and fewer mismatches.
Families will Google you—even if they were referred.
Your AFH website should include:
• Clear services offered
• Photos of common areas (not residents)
• Licensing information
• Care philosophy
• Contact form or phone number
• Location & service area
• Testimonials (if allowed)
According to AARP and CMS guidance, families increasingly research care options online before contacting providers.
📌 No website = lost trust.
This is one of the highest-impact, free marketing tools.
Ensure:
• Correct business name
• Accurate address
• Phone number
• Service description
• Regular updates
• Reviews (from families, not residents)
Google reports that local service searches drive the majority of care-related inquiries.
Families often start with:
• Local AFH directories
• Placement agencies
• Hospital referral networks
• State resource listings
Your listing should include:
• Care levels supported
• Availability status
• Room details
• Pricing range (if appropriate)
• Contact info
📌 Visibility = opportunity.
AtlystCare™ helps AFHs appear where families and referral partners are already looking.
The most consistent AFH placements come from people, not ads.
• Hospital discharge planners
• Social workers
• Case managers
• Home health agencies
• Hospice providers
• Placement coordinators
• Introduce your home professionally
• Provide a one-page overview
• Be responsive and reliable
• Accept appropriate placements
• Communicate clearly and quickly
The National Association of Social Workers emphasizes that reliable follow-up is one of the top factors in referral trust.
📌 One strong referral partner can fill multiple beds per year.
Families don’t want marketing language—they want answers.
• “What to expect when moving into an AFH.”
• “Signs it’s time for more care.”
• “AFH vs Assisted Living.”
• “How memory care works in an AFH.”
Educational content builds credibility and reduces fear.
According to healthcare marketing research, educational content increases inquiry confidence and conversion rates.
Social media is not about daily posting—it’s about presence.
• Care philosophy
• Home environment (no residents)
• Staff appreciation
• Educational tips
• Community involvement
• Holiday décor or activities (without faces)
• Resident photos without consent
• Medical advice
• Complaints or internal issues
• Staff conflicts
📌 Think “community bulletin board,” not influencer marketing.
Marketing fails when response time is slow.
Families and hospitals often contact multiple homes at once.
Best practices:
• Always know current availability
• Respond within 24 hours (or less)
• Have a clear intake process
• Ask qualifying questions early
• Follow up professionally
According to healthcare referral studies, response time directly impacts placement success.
AFH marketing must comply with:
• State licensing regulations
• Advertising guidelines
• HIPAA requirements
• Truth-in-advertising laws
Avoid:
• Guarantees of outcomes
• Misrepresentation of care level
• Sharing resident information
• False claims
📌 Compliance protects your license and reputation.
Track:
• Where inquiries come from
• Time from inquiry to move-in
• Referral source success rate
• Bed vacancy duration
• Conversion rates
This helps you invest in what works—and stop what doesn’t.
Marketing should not depend on:
• Random posts
• Last-minute outreach
• Word-of-mouth alone
• Stress-based decisions
Strong AFHs use:
• Intake workflows
• CRM systems
• Follow-up automation
• Referral tracking
• Professional support
AtlystCare™ supports Adult Family Homes with:
• Placement visibility & referrals
• Professional marketing setup
• Directory listings
• Intake & follow-up systems
• Compliance-safe marketing
• Relationship management tools
We help AFHs fill beds faster—without sacrificing quality or compliance.
Marketing your Adult Family Home is not about doing more—it’s about doing the right things consistently.
When families trust you, referral partners rely on you, and your systems work together, beds don’t stay empty for long.
AtlystCare™ is built to support AFH owners every step of the way.
📩 Contact us to get started
📥 Download our AFH Marketing Toolkit
📞 Talk to a placement specialist
Smarter Support. Better Care.