Senior care placement agents receive referral fees from the care communities where they place residents. When a resident moves in, the facility pays the agent a fee — typically equivalent to one month’s rent, paid after move-in occurs. This fee comes from the facility’s marketing budget, not from the family. The family pays nothing for the placement service.

No. Reputable senior care placement agents never charge families an upfront fee or a fee contingent on placement. The service is entirely funded by the referral fees paid by care communities. If an agent attempts to charge a family a fee for placement services, this is non-standard and should raise concerns. Free-to-family placement is the industry norm.

It can — which is why choosing a trustworthy agent matters. An agent paid only by certain facilities could theoretically steer families toward those facilities regardless of fit. To mitigate this, look for agents who: represent a broad range of communities; can explain specifically why each recommendation suits your situation; are willing to recommend communities they do not have referral agreements with; and have a reputation built on good outcomes, not just placements.

Yes, referral fee amounts can vary between facilities. A high-end, expensive community may pay a higher fee than a mid-range one. A trustworthy agent does not let fee amount drive recommendations — they recommend based on fit for the family. Ask your agent directly: do you earn different fee amounts from different facilities? Are there any communities you are incentivized to place with over others?

An agent who consistently recommends only a small number of facilities may have limited market knowledge or may be steering toward preferred partners. A knowledgeable local agent should have relationships with many communities in the area and be able to explain why they are or are not recommending specific options. Ask: what other communities did you consider and why are they not on your recommended list?

Not always. National services operate at scale and may have limited, paid-subscriber networks — meaning they only work with facilities that pay to be part of their platform. Local agents often have broader market coverage, firsthand facility knowledge built through personal tours and relationships, and more flexibility to recommend non-partner communities when appropriate. For Texas placement, a Texas-based local agent typically provides superior guidance.

A good agent should be willing to provide information and guidance on options outside their network if those options are a better fit for the family. They will not receive a fee for those referrals, but their value is built on trust and good outcomes — not every placement. Ask specifically: if the best option for my family is not in your network, will you still help us evaluate it?

Erika Crossley is compensated by care communities through referral fees upon successful placement — the standard industry model. Families pay nothing for her services. Her business is built on reputation, and that requires placing families in communities that genuinely serve their needs. She works across the Texas market and provides guidance on the full range of available options, not just a limited preferred list.

Firsthand facility knowledge that goes beyond public ratings; current availability information across the market; the ability to make same-day calls and facilitate expedited admissions; experience recognizing facility quality issues that are not visible to an untrained eye; knowledge of which facilities are best suited to specific diagnoses or behavioral profiles; contract review expertise; and ongoing support after move-in. For a high-stakes decision during a stressful time, this expertise is valuable.

Using more than one agent simultaneously can create confusion, duplicate recommendations, and awkward situations if both agents are trying to arrange tours at the same facility. It is typically better to work with one agent you trust. However, if you do not feel the first agent is listening to your needs or is providing a narrow range of options, switching to another agent (or getting a second opinion) is entirely appropriate.

If you identify a community on your own through research, your placement agent can still help you evaluate it — reviewing inspection records, sharing any knowledge they have of the facility, and helping you prepare questions for the tour. They may not receive a fee for this referral, but a good agent values your long-term trust more than the immediate commission.

Texas does not currently have a specific state license for senior care placement agents. However, professional certification programs exist — the Certified Senior Advisor (CSA) designation and NASMM (National Association for Senior Move Managers) certification are relevant indicators of professional commitment. Ask your agent about their experience, training, and whether they have professional credentials in elder care.