Senior Living Facility Contact Data: A Sales Guide

The Senior Living Market: What You're Working With

The senior living industry encompasses several distinct facility types, and each one has different regulatory environments, staffing structures, and purchasing behaviors.

Skilled Nursing Facilities (SNFs)

SNFs provide 24-hour nursing care, rehabilitation services, and long-term care for residents with complex medical needs. These are the most heavily regulated facilities in senior care. CMS Nursing Home Compare tracks quality metrics, staffing ratios, and inspection results for every Medicare-certified SNF in the country. That's roughly 15,000 facilities. CMS data is public, updated quarterly, and includes administrator names, bed counts, ownership type, and penalty history.

For sales teams, SNFs represent the most data-rich segment of senior care. CMS gives you a foundation. The challenge is enriching that foundation with direct contact information for the specific roles that matter for your product.

Assisted Living Communities

Assisted living is regulated at the state level, not federal. That means there's no single national database equivalent to CMS Nursing Home Compare. State licensing databases vary wildly in data quality. Some states publish administrator names and contact information. Others publish only the facility name and address.

There are approximately 32,000 assisted living communities in the US, ranging from 6-bed residential care homes to 300-unit luxury communities. The fragmentation is extreme. The top 10 operators control less than 15% of the market. That means the vast majority of your prospects are small operators, often with 1 to 5 communities.

Memory Care

Memory care units are sometimes standalone facilities and sometimes wings or floors within assisted living communities. Roughly 5,000 standalone memory care communities exist in the US, with another 10,000+ operating as units within larger assisted living or CCRC campuses. The distinction matters for sales targeting because standalone memory care facilities have independent purchasing authority, while embedded units typically follow the parent community's vendor decisions.

Continuing Care Retirement Communities (CCRCs)

CCRCs offer multiple levels of care on a single campus: independent living, assisted living, and skilled nursing. There are roughly 1,900 CCRCs in the United States. They tend to be larger operations with more sophisticated purchasing departments. If you're selling enterprise software or high-value capital equipment, CCRCs are often the sweet spot in senior living.

How to Source Senior Living Facility Contact Data

Building a usable contact database for senior living requires pulling from multiple sources and layering them together. No single source gives you everything.

Source 1: CMS Provider Data

CMS Nursing Home Compare is the starting point for skilled nursing facilities. It provides facility name, address, phone number, bed count, ownership type (for-profit, non-profit, government), and quality ratings. CMS also publishes staffing data, penalty history, and inspection results. This data covers Medicare and Medicaid certified facilities.

Limitations: CMS data covers SNFs only. No assisted living. Contact names are limited to the administrator of record, and that information can lag actual staffing changes by months. You won't find DON names, email addresses, or direct phone numbers in CMS data.

Source 2: State Licensing Databases

Every state licenses assisted living communities, residential care facilities, and adult care homes. State databases are the primary source for assisted living data since there's no federal equivalent to CMS. Quality varies enormously. California's database is relatively complete. Texas publishes basic information. Some states require a public records request.

If you're building a national dataset, plan to work with 50 different state licensing databases. That's 50 different data formats, update schedules, and levels of completeness. It's doable but time-intensive.

Source 3: Industry Associations

LeadingAge (non-profit providers) and AHCA/NCAL (for-profit and all-sector) are the two major industry associations. Their member directories can help identify facilities by type and affiliation, though they don't typically provide individual contact information. Membership lists are useful for segmenting your target list by operator type and size.

Source 4: Enrichment and Verification

CMS and state licensing data give you the facility universe. Enrichment fills in the contact gaps. That means identifying named contacts by role, finding direct phone numbers and email addresses, determining ownership and corporate affiliation, and verifying that the information is current.

This enrichment layer is where most DIY efforts break down. Web scraping facility websites works for some contacts, but many senior living communities don't list their leadership team online. LinkedIn can surface some names, but coverage is inconsistent for clinical roles like DON or Dietary Manager. The gap between "here's a list of facilities" and "here's a list of decision makers with verified contact information" is where purpose-built provider data pays for itself.

Selling Medical Supplies to Senior Care: Data Requirements

Medical supply companies selling into senior care need data that goes beyond basic facility contacts. The specific fields that matter:

• Bed count - Determines purchasing volume. A 180-bed SNF buys 3x the supplies of a 60-bed facility.
• Payor mix - Medicare-heavy facilities have different supply budgets than private-pay focused communities.
• Quality ratings - Low-rated facilities are under pressure to improve. They may be more receptive to products that address quality metrics.
• GPO membership - If the facility buys through a group purchasing organization, you need to know which one and whether your products are on contract.
• DON and Materials Manager contacts - These are your primary targets for supply sales. Executive Directors rarely handle supply purchasing directly.

Provyx's senior care provider data includes these fields for SNFs and assisted living communities nationwide.

Selling Staffing Services to Senior Care

Staffing is the single largest expense for senior living facilities. A typical SNF spends 60-70% of revenue on labor. The nursing shortage has hit senior care harder than almost any other healthcare setting. According to industry surveys, over 80% of nursing homes reported staffing shortages in 2025, with CNA positions being the most difficult to fill.

Staffing agencies and workforce technology companies need specific data points:

• Staffing ratios - CMS publishes staffing data for SNFs. Facilities with low staffing ratios relative to their bed count are prime prospects for supplemental staffing services.
• Inspection deficiencies - Facilities cited for staffing-related deficiencies (insufficient nursing hours, inadequate supervision) have an urgent, documented need.
• DON and HR Director contacts - The DON drives clinical staffing decisions. The HR Director or Staffing Coordinator handles vendor relationships for agency staff.
• Turnover indicators - Facilities where the administrator or DON has changed recently often signal broader staffing instability.

Common Mistakes When Building a Senior Living Contact List

After working with dozens of companies selling into senior care, we see the same mistakes repeatedly.

Mistake 1: Treating All Senior Living Facilities the Same

An assisted living community with 30 residents and a 200-bed skilled nursing facility are fundamentally different businesses. They have different regulatory environments, different purchasing structures, different decision makers, and different budgets. Sending the same outreach to both is a waste of everyone's time.

Mistake 2: Ignoring Corporate Affiliations

If you're sending individual emails to 50 facilities that are all owned by the same company, you're not running a targeted campaign. You're spamming. And the corporate team will notice. Segment by operator, identify the corporate contacts, and run a coordinated campaign that accounts for the corporate relationship.

Mistake 3: Relying on CMS Data Alone

CMS data is free and publicly available. It's also the same data every competitor has. It doesn't include assisted living, doesn't provide email addresses, and updates quarterly. If CMS data is your entire senior living database, you're working with the same list as everyone else in your market.

Mistake 4: Not Verifying Against State Licensing Records

Facilities close, change ownership, and lose licenses. A facility that was active 6 months ago may be closed today. Cross-referencing your list against current state licensing records catches these changes before your reps waste time on dead leads.

Mistake 5: Missing the Procurement Gatekeeper

At larger facilities and chains, a Materials Manager or Purchasing Coordinator controls vendor access. Even if the DON wants your product, the procurement team can block you. Include procurement contacts in your data.