Free templates
Twenty free texts, scripts, trackers and checklists for senior living sales and marketing teams and new owners. Free to use and share. Just enter your name and email to download.
For sales teams
Answer every call, follow up after every tour and wake up leads that went quiet.
Text every missed caller back in under a minute.
The template
Hi, this is [your name] with [community name]. Sorry I missed your call! I'm [with a family / on a tour] right now. How can I help? Text me here and I'll get back to you by [time].
Short version
Sorry I missed you! This is [your name] at [community name]. What can I help you with?
Quick tip: Keep it to two or three lines. People reply to short texts. Set it to go out on its own whenever you can't pick up.
A greeting that gets callers to leave a message.
The script
Hi, you've reached [your name] with [community name]. Sorry I can't take your call right now. Leave your name and number and I'll call you back by [end of day / time]. If it's easier, you can text this number too. Thanks for calling!
After-hours version
Thanks for calling [community name]. We're open [days and hours]. Leave a message and we'll call you back [the next business morning], or text this number and we'll reply as soon as we're in.
Quick tip: Read it slowly, smile while you record, and keep it under 20 seconds. Re-record it any time your hours or team change.
Stay top of mind without being pushy.
Same day
Hi [name], thanks for your time today. Quick recap: [one line on what you talked about]. Next step is [next step]. Reach out anytime with questions.
Day 3
Hi [name], I came across this and thought of our conversation: [helpful tip, article or checklist]. No reply needed, I just thought it might help.
Day 7
Hi [name], quick question: is [the need they mentioned] still a priority for your family, or should I check back in a few weeks?
Quick tip: If there's still no reply after day 7, wait two weeks and send one more friendly check-in. Every message should be useful on its own.
Keep families warm after a tour or home visit.
Same day
Hi [family member's name], thank you for visiting [community name] today with [loved one's name]. It was a pleasure meeting you both. You asked about [topic], and here's a quick answer: [answer]. I'm here for any questions at [phone]. [Your name]
Day 3
Hi [name], I thought this might help as your family weighs options: [move-in checklist or helpful resource]. No pressure at all. We're glad to help however we can.
Day 7
Hi [name], just checking in. How is your family feeling about next steps? If it would help, we'd love to have [loved one's name] join us for [lunch or an activity] to get a feel for the community.
Quick tip: Keep texts warm and short, and leave health details out unless the family brings them up first.
Cut tour no-shows with two quick texts.
The day before
Hi [name], this is [your name] with [community name]. Just a reminder that we're scheduled for tomorrow, [day], at [time] at [address]. Reply here if you need to reschedule. See you then!
One hour before
Hi [name], we're on for [time] today. See you soon! If anything has changed, just reply here.
Quick tip: Always include an easy way to reschedule. People who can tell you they can't make it don't become no-shows.
Three short texts to restart a quiet lead.
When they asked about pricing
Hi [name], are you still looking for help with [care for your loved one]?
When they went quiet after a conversation
Hi [name], it's [your name] from [community name]. Just checking in. Is [the move] still on your list, or did your family find the right fit?
When it's been a long time
Hi [name], it's been a while since we talked about [your loved one's care]. If it's still on your mind, I'd be glad to help. If not, no worries at all.
Quick tip: Send it as a text if you can. If they say no, thank them and stop. If they say yes, call them that day.
Spot where your leads slip through each week.
The columns
Week of | New inquiries | Average time to first reply | Tours or assessments booked | Move-ins or new clients | New reviews
Quick tip: Fill in one row every Friday. Look at the trend, not one week. One slow week is noise; four slow weeks is a leak to fix.
For marketing teams
Build the reputation families check before they call, and thank the partners who send them your way.
Get more reviews while the good feeling is fresh.
The template
Thank you, [name]! It was a pleasure helping your family with [move-in or service]. Would you mind sharing that in a quick review? It really helps families who are searching: [review link]
Friendly nudge, 3 days later if needed
Hi [name], just a quick reminder about that review if you have a minute. Here's the link again: [review link]. Thank you either way!
Quick tip: Send it right after a family thanks you. Ask every happy family the same way, and never offer a discount or gift in exchange for a review.
Answer a bad review calmly and win back trust.
Senior care version
Hi [reviewer's name], thank you for sharing this. We're sorry to hear your experience wasn't what your family hoped for. Your feedback matters to us, and we'd welcome the chance to talk with you directly. Please reach out to [leader's name] at [phone]. [Your name], [title]
General version
Hi [reviewer's name], thank you for taking the time to share this. I'm sorry your experience with [service] wasn't what you expected. [One sentence owning what was yours to own.] I'd like to make it right, so please call or text me directly at [phone]. [Your name], [title]
Quick tip: Wait until you're calm, and keep it to four sentences or fewer. In senior care, never confirm that someone is a resident or client.
Thank the partners who send families your way.
The note
Dear [partner's name], as Thanksgiving gets close, we wanted to say thank you. Every time you trust us with a family you serve, it means a great deal to our whole team. We're grateful to work alongside you, and we're always here if there's anything we can do to support you or your families. With gratitude, [Your name] and the team at [community or agency name]
Quick tip: Handwrite it or send it, and change the details to fit each partner. Never name a family or share care details in the note.
Turn happy families into referrals.
In person or on the phone
I'm really glad it went well. If you know anyone else who could use help with [service], I'd love to help them too.
By text, a day or two later
Hi [name], thank you again for trusting us with [your loved one's move]. If you ever know someone who needs help with [service], feel free to pass along my number. I'd take great care of them.
Quick tip: Say it in your own voice, right after a family thanks you. Thank every person who refers someone, every time, even if it doesn't turn into a move-in.
Answer these on your website and Google profile.
The list
1. What areas do you serve? 2. How soon can someone move in or start? 3. How does pricing work, in general terms? 4. What does the process look like from first call to move-in? 5. Do you offer free tours or consultations? 6. Are you licensed and insured? 7. What levels of care do you offer? 8. What does a family need to do to get ready? 9. What happens if something isn't right afterward? 10. What's the best way to reach you, and when?
Quick tip: Cross out what doesn't fit and add your own. Then answer each one in two or three plain sentences on your website and Google profile.
For new owners
Just bought a home or community? Print these one-page checklists to take over every account, keep every lead and fix your website. They match the steps in our new owners guide.
Get the keys to everything before the sale closes.
What's on it
Quick tip: Do this before you sign. Once the seller has moved on, getting logins back can take weeks.
Make sure no call, email or form gets lost.
What's on it
Quick tip: Test everything the day it moves. Call the number, send a text and fill out the form yourself.
Update everywhere families look you up.
What's on it
Quick tip: Start with Google. It's where most families find you, read reviews and call from.
Turn calls into tours and tours into move-ins.
What's on it
Quick tip: Pick one day a week to look at your numbers. Small leaks are easy to fix when you catch them early.
Answer what families ask before they ever call.
What's on it
Quick tip: Read your site on your phone the way a worried family member would. Anything they can't find fast, add.
Make it easy to call, book a tour or visit.
What's on it
Quick tip: Book a tour on your own site once a month. If it's hard for you, it's hard for families too.
Show proof and help families decide.
What's on it
Quick tip: Ask one happy family a week for a review. A steady trickle looks more real than a big burst.
The basics Google and every visitor expect.
What's on it
Quick tip: Run your site through a free speed test and fix the biggest problem first.
From the blog
Start with these, then see the newest sales and marketing articles below.
Seven skills every senior living sales counselor needs, from speed to lead to tracking your numbers, plus short role-pla...
What the best senior living sales reps do differently, a first 90-day plan, the numbers to watch, and a short guide to t...
A simple, repeatable way to get more referrals from residents, families, staff and professional partners, plus the rules...
Questions
Yes. Every template on this page is free to use, change and share with your team. There's no cost. Just enter your name and email to download.
Please do. Swap in your community's name, your voice and your details. The brackets show what to fill in.
Yes. They're written for senior living sales and marketing teams, and most also work for home care, hospice and placement agencies.
Yes. Use the share links under each template, or download the image and post it. We only ask that you don't sell them.
They were made by Pathly CRM, built by a founder with 15+ years in sales and 4 years in senior living.
Made by Pathly CRM
Pathly CRM sends texts like these automatically, so every family hears back in under a minute, day or night.