The short answer: Senior living referral services are free to families because the communities pay them, usually a fee tied to the first month's rent and care once your parent moves in. That model is legal in Florida, with one important exception: an assisted living facility may only pay a referral service "if the referred consumers are not Medicaid recipients" (s. 429.195). Florida doesn't license referral agencies, so the protections come from asking good questions and being careful with your phone number.
How do referral services get paid?
The basic model has been described the same way by a federal regulator and by the companies themselves. In a 2017 complaint, the Federal Trade Commission explained: "When a consumer moves into a senior living facility, the senior living facility pays the referral services company a referral fee, typically based on a percentage of the first month's rent and care" (FTC complaint, Red Ventures/Bankrate).
The large services say much the same in their own published terms:
- A Place for Mom's terms of use (effective July 31, 2026) state: "Our services are offered at no charge to families; Verified Network Partners pay fees to APFM." Its "how our service works" page adds that communities "cannot charge families referred by A Place for Mom more than those who don't use a referral service."
- Caring.com's "how we make money" page says some providers "pay us a referral fee when a family hires them or moves into a senior living community," and that "other providers pay us if we send them your name and contact information, regardless of whether you hire them or start care."
- Seniorly's agents page says: "Our agents are paid a commission by the senior living community you eventually choose."
None of this is hidden. It does mean two things for families. First, the list you are shown may only include communities that have an agreement with the service. Second, your contact details are often what is being passed along.
Is it legal for Florida facilities to pay for referrals?
Mostly, yes. Florida bans assisted living facilities from paying "any commission, bonus, kickback, or rebate" for residents, and a violation counts as patient brokering (s. 429.195). Patient brokering is a third-degree felony with a $50,000 fine, rising with the number of patients involved (s. 817.505).
The same law then carves out an exception for "payments by an assisted living facility to a referral service that provides information, consultation, or referrals to consumers to assist them in finding appropriate care or housing options for seniors or disabled adults if the referred consumers are not Medicaid recipients."
That last condition matters. If your parent is on Medicaid, a Florida facility can't legally pay a referral service for that placement, so a service paid by commission has little reason to help with it. In a June 2024 letter, the chairman of the U.S. Senate Special Committee on Aging quoted a large referral company's guidance to facilities that its advisors "do their best to ensure that no federally funded family is referred to your community" (Senate Aging Committee chairman's letter). Families relying on Medicaid should go straight to the free state resources below. Our guides to Medicaid and assisted living and the Medicaid pre-enrollment list explain the process.
Nursing homes are stricter still. Florida law makes it "unlawful for any person to pay or receive any commission, bonus, kickback, or rebate" for nursing home referrals, with no referral-service exception (s. 400.176).
Does Florida regulate referral agencies?
Not directly. A 2026 bill, SB 788, would have created a section of law on "referral agencies for assisted living facilities." Among other things, it would have required agencies to tell families they could ask about all facilities in the area, including those the agency had no contract with. It died in committee on March 13, 2026 (Florida Senate, SB 788).
Some other states do regulate these agencies:
| State | Example of what the law requires |
|---|---|
| Washington | The agency must disclose the fee it will receive from a provider if the family asks, and families can switch agencies "without penalty or cancellation fee" (RCW 18.330.050) |
| Texas (2025) | A written disclosure that the list of communities "may not include all communities in the area" that meet the family's needs (SB 1383) |
| Maryland | A referrer may not sell a client's personal data without informed consent (Maryland OHCQ) |
Florida families don't get those protections automatically, so you have to ask for the same information yourself.
What happens to your phone number?
This is where many families get surprised. When you fill in a form on a referral or comparison site, the consent wording usually lets the company share your details and call or text you. One large service's terms, for example, say families authorize it to provide the information they submit to partner organizations. They also allow automated calls and texts "even if that number is listed on a Do Not Call registry." The same terms note that consent to automated calls "is not required to use the Sites or the Services."
The federal rules changed recently. In 2023 the Federal Communications Commission adopted a rule banning one checkbox from covering a long list of marketing partners. In January 2025 a federal appeals court ruled that the FCC "exceeded its statutory authority" and struck that rule down before it took effect (11th Circuit opinion). The FCC formally removed it in August 2025 (Federal Register).
What still protects you:
- Florida law bars automated sales calls without "the prior express written consent of the called party," and a caller must stop once you say you don't want calls (s. 501.059). Be aware that checking a box counts as a signature under that law.
- The Do Not Call Registry still matters, but a company you've given written permission to can call you anyway. Even then, the FTC says, "if you ask them not to call you, they have to stop" (FTC). Register free at DoNotCall.gov or 1-888-382-1222, and on Florida's own free list (FDACS).
Practical tip: read the consent text above any "submit" button before you click it. Use an email address you don't mind getting marketing at, and keep a note of who you gave your number to.
What should you ask before sharing your details?
These questions are based on what Washington, Texas and Florida's failed bill would require agencies to disclose:
- Who pays you, and how much will you receive if my parent moves in?
- Is your list every licensed facility in this area, or only communities you have agreements with?
- Who will you share my name, phone number and email with, and will those communities contact me directly?
- Can you help if my parent is, or will be, on Medicaid?
- Will the community charge us more because we came through you?
- How long does your referral claim last if we find the same community on our own later?
- Have you personally visited the communities you're recommending, and when?
- Can I stop using your service at any time?
A good advisor will answer all of these plainly. And whoever you use, check each facility yourself before you sign. Our guide to checking a Florida facility's license and inspections shows how, and our tour checklist covers the visit.
What free help is available in Florida?
- The Elder Helpline, 1-800-963-5337, connects you to your local Aging and Disability Resource Center. These centers provide "information and assistance about state and federal benefits" and screen for Medicaid long-term care (Elder Affairs).
- FloridaHealthFinder, the state's facility search, lets you "search and compare facility complaints, sanctions and deficiency data, bed size, bed hold policy, languages spoken, occupancy data and payment forms accepted" (FloridaHealthFinder).
- The Long-Term Care Ombudsman Program, 1-888-831-0404, investigates complaints from assisted living and nursing home residents at no charge (Elder Affairs).
How this site works: AssistedLivingFacility.com lists all 3,006 licensed assisted living facilities in Florida, and you can browse every listing without signing up or giving us a phone number. Some facilities pay a flat monthly fee for an enhanced listing. We are not paid a commission when someone moves in. Start with our Florida directory. If you're still weighing whether to move at all, our in-home care vs. assisted living guide compares the costs.
