ASHA’s Consumer Website Features New Wrinkle: Free Direct Lead Referrals

by Kristin Hiller

The American Seniors Housing Association (ASHA) has relaunched an enhanced version of its Where You Live Matters consumer website ( that features a new tool to funnel leads directly to participating communities at no expense. 

The announcement by ASHA President and CEO David Schless came in an e-mail blast to association members on Monday. Schless wrote that the new and improved site continues to include educational information on senior living that consumers rely upon, but now offers some new features that include:

• direct lead referrals at no cost to participating communities.

• improved search engine optimization (SEO) content to drive more organic consumer traffic.

• innovative consumer tools that support decision-making.

• engaging video stories from residents, families and industry leaders.

The cornerstone of the enhanced site is the new community locator tool. The easy-to-use function will not only connect consumers directly to communities at no cost, but it’s also an important step in ultimately reducing industry reliance on paid online referral services in the future, according to ASHA.

To connect consumers directly to their communities, participants are urged to designate a member of their sales and marketing teams to follow some simple steps:

  1. Go to the Provider section of
  2. Create an administrator account for your community listings.
  3. Ensure the community’s name, address and phone number is accurate and searchable.
  4. Update descriptions, photos, amenities and services.
  5. Establish content backlinks to to build online presence and more direct leads. 

The Where You Live Matters website was originally launched by ASHA in 2016 as part of an initiative aimed at expanding the awareness of senior living through consumer education. Since its inception, the website’s content has included finance management resources, guides for prospective residents and their families, insightful columns from industry experts, and videos.

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