Is a Senior Placement Agent the Best Choice for Me?

By David Walter, Senior Placement Expert | ARD Strategies for Seniors

If you’re starting the search for senior living options, whether for yourself or someone you love, you may have already stumbled into a confusing maze of websites, phone calls, and promises. It’s easy to get overwhelmed. Somewhere along the way, a “Senior Referral Agency” might reach out to you. The question is: are they the right partner in this very personal journey?

Let’s break it down.

What Is a Senior Referral Agency?

Think of them as the online middlemen. You click a few boxes on a website, enter your phone number, and before you know it, your information is being passed to several communities and often, to multiple agents. For some seniors, especially those who enjoy talking on the phone or are looking for a bit more social interaction, this might not seem like a bad deal. But for others, it can feel like their personal search has turned into a sales funnel.

To be fair, these big referral companies have built a model that works for them and sometimes for families. They generate traffic, raise awareness about senior living, and connect people to options. But here’s what most families don’t know:

Once your name is handed over, some of these agencies claim a financial stake in where you end up, even if someone else does the heavy lifting.

Who Really Helps You?

Let me paint a common scenario: A large national referral agency collects your contact info and sends your name to five or six communities. You start getting calls. Meanwhile, a local Senior Placement Agent (someone like me) takes the time to sit down with you, asks about your medical history, your budget, your mobility needs, even what makes you feel at home. That agent then tours communities with you, advocates on your behalf, and helps negotiate terms. But in the end, the community may only pay the first agency that “registered” you. That’s because many contracts only allow one fee per resident.

Unfortunately, that often means the agent who did the real work doesn’t get paid.

What’s Being Done About It?

Some of us in the industry have pushed back on this model. A new group, the National Placement & Referral Alliance (NPRA), was formed to promote ethical standards and more transparency. It’s still in its early days, but it’s gaining ground. One of its key principles is giving families the power to tell the community which agent actually helped them. That small step can prevent the kind of “claim jumping” we see far too often.

The NPRA also discourages shady practices like “churning” where an unscrupulous agent moves a senior from one community to another, just to collect another fee. There’s currently no law stopping this behavior. So for now, ethics have to fill the gap where legislation doesn’t reach.

So, Is a Senior Placement Agent Right for You?

Here’s what I believe:
You deserve more than a list of phone numbers. You deserve someone who listens, who asks the right questions, and who makes your needs, not just your data, a priority.

A good placement agent does more than match you to a place with open beds. We advocate for you. We dig deep. We look at medical issues, family concerns, lifestyle preferences, and financial constraints, and we don't stop until we find a community that truly fits. Not just for today, but for the long run.

And at the end of the day, you should never feel like just another name on a spreadsheet.

Final Thought

Whether you choose to work with a national referral agency, do your own research, or partner with a dedicated local agent, make sure you’re getting the attention and advocacy you deserve. Ask questions. Look for transparency. And always choose the person who’s working for you, not just for a commission.

If you’d like to talk with someone who will take the time to listen, I’m here. No pressure. Just honest guidance.

If you’re ready to have a real conversation with someone who truly listens and puts your needs first, give me a call. I’m here to help. No pressure and No sales pitch, just honest guidance to help you make the right decision.

Reach me directly at 480-331-3604 or 602-550-7365. Let’s talk about what matters most to you.