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Free senior placement services: how they work and how to use them

Updated October 15, 2026 · Reviewed against official sources

Most senior placement and referral services don't charge the family because the facility pays them a commission, usually when the older adult moves in. It's a normal, well-known model in the U.S., and a good advisor can save you a lot of time. To make the most of it, it helps to know which facilities the advisor works with and how they get paid, and to combine their help with your own search and visits.

When a family searches online for "senior living near me," it's common to get a call soon after from an advisor who offers free help finding a facility. For someone who's tired, short on time and maybe finding it hard to read contracts in English, that help can be a real relief. This post explains how the service works so you can use it with peace of mind and know what to expect.

What a placement advisor does

In the U.S., there are what are called referral agencies or placement agencies. Some are national companies with a website and a call center; others are local advisors, sometimes franchises, who know the facilities in their area very well.

An advisor usually helps with:

  • Understanding what type of place your loved one needs: assisted living, memory care, a board and care home or a nursing home.
  • Finding out which facilities have openings, and in what price range.
  • Setting up tours and, sometimes, going with you.
  • Explaining the admission steps and the paperwork you'll be asked for.

If you're still not sure what type of place you're looking for, our post on senior care terms in English and Spanish helps you understand the vocabulary.

How the "free" service is paid for

The most common model is the pay-per-move-in commission: the facility pays the agency when the referred person moves in. The amount depends on the contract between the agency and each facility; there's no official or single figure. There are also pay-per-lead models, mostly in home care, and some independent professionals who charge the family directly for their time.

For facilities, paying an agency is a way to get known, just as other businesses pay for advertising. For the family, the practical result is this:

  • The advisor usually works with a network of facilities. It's normal for them to recommend places they have an agreement with. There may be other good facilities in your area that aren't part of that network, so it's worth adding your own search.
  • The options with Medicaid may be different. Some states limit commissions when the resident uses Medicaid, and not all agencies handle those cases. If your loved one has Medicaid or is going to need it, say so on the first call.

What some state laws say

Several states regulate these agencies. Two examples:

  • Washington requires the agency to give the family a written disclosure statement before referring them. That statement must explain the fee (or, if the facility pays, how it's calculated), describe the services and say how often the agency visits the facilities. The family can also ask for the amount the agency will receive.
  • Florida allows an assisted living facility to pay a referral service only when the referred person isn't a Medicaid recipient.

The rules vary by state. If you want to know which ones apply in yours, your Area Agency on Aging can guide you.

Useful questions to ask the advisor

A good advisor is happy to answer these questions. Asking them from the start helps you organize your search:

  1. How is your service paid for? Does the facility pay you, do I, or both?
  2. How many facilities in my area do you work with? Are there others I should look at on my own?
  3. Have you visited the places you're recommending in person? How long ago?
  4. What do you know about their recent inspections? You can also check them yourself.
  5. Who will you share my information with? Ask them to let you know before they send your loved one's name and phone number to a facility.
  6. Do any of them accept Medicaid or have staff who speak Spanish? Ask for that information in writing so you can compare.
  7. Can you give me a complete price list for each place? Base rate, levels of care and yearly increases.

If a facility tells you it has only a few rooms available, that's useful information, but take the time you need to visit and compare. A good decision is made calmly.

Ideally, use several sources and stick with the information you can confirm in person:

And the same question applies to us: we explain how this site is funded on our transparency page.

Frequently asked questions

Do I have to pay the advisor anything?

In the most common model, no: the facility pays the commission. Even so, ask at the start, and if they ask you to sign something, read it carefully. Some independent professionals do charge the family; in that case, they should explain the price before they start.

Does the facility's price go up if I use an advisor?

Each facility sets its own prices. The practical thing to do is ask for the complete price list in writing and compare places, whether or not an advisor is involved.

Can I stop the calls?

Yes. You can ask the agency to stop calling you and to stop sharing your information. Do it in writing if possible.

Can an advisor help me if my loved one has Medicaid?

Some do, and others don't handle those cases. Say so from the start. You can also lean on our guide on whether Medicaid pays for senior living.

Sources

  • Washington State Legislature, RCW 18.330.050 (client disclosure statement): https://app.leg.wa.gov/RCW/default.aspx?cite=18.330.050 (accessed October 15, 2026)
  • Washington State Legislature, RCW 18.330: https://app.leg.wa.gov/rcw/default.aspx?cite=18.330 (accessed October 15, 2026)
  • Florida Senate, Fla. Stat. §429.195: https://www.flsenate.gov/Laws/Statutes/2025/429.195 (accessed October 15, 2026)
  • Medicare.gov, Care Compare: https://www.medicare.gov/care-compare/ (accessed October 15, 2026)
  • ACL, Eldercare Locator: https://eldercare.acl.gov/ (accessed October 15, 2026)

This is general information, not medical, legal or financial advice. Rules vary by state and by year: confirm with the official agency that applies to you.

Keep reading

How to choose senior living without rushing: 5 practical tips

Take time to compare, look at daily care, read inspections in context, plan how to pay and review the contract: five tips to help you choose well.

Choosing a place for care

How to choose a nursing home: assess the need, check the license, star ratings and inspections, visit, what to ask and how to read the contract.

How much care costs

Nursing home, assisted living, adult day care, and home care prices by state (CareScout 2025). What the rate includes, what's extra, and how to pay.

What is assisted living

What assisted living is, who regulates it in each state (RCFEs in California, Type A and B in Texas), what it costs, and when Medicaid pays for services.

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