GentlePlacement

Guide

Are senior placement services free? How placement agencies work

Most placement services cost families nothing. That is true, and it is also worth understanding why, so you can tell a good agency from one that is just selling beds.

Updated October 2, 2026 · Sources cited below

Older woman and her adult daughter hugging outdoors

Who pays

Most placement agencies, including GentlePlacement, are paid by the care home when a resident moves in. Families do not pay a fee. That model lets families get expert help at no cost, but it also creates an incentive that you should know about: an agency is only paid by homes it works with.

What California law requires

California Health and Safety Code section 1569.47 treats private placement agencies like other placement agencies, such as hospitals and county programs, and sets out a few clear rules:

  • An agency may not place or refer anyone to an unlicensed care facility. Doing so is a misdemeanor.
  • An agency may not place someone who needs inpatient care, or place anyone in a home that cannot meet their needs within its license.
  • Agency staff must report unlicensed facilities they learn about, and report incidents that put residents in danger.

Questions to ask any agency

  • Are you paid by the homes, and does the fee differ from home to home?
  • How many homes do you work with in the area I want?
  • Have you personally visited the homes you are suggesting?
  • Will you tell me about a home you do not work with if it is a better fit?
  • Do you operate any homes yourselves?

How we work

We are paid by the care home, never by the family, and you are never obligated to choose a home we suggest. We also operate licensed homes ourselves in the San Fernando Valley, and we tell families that up front. We only suggest homes that are licensed and can meet the care needs in the appraisal. Our directory lists every licensed home in LA County, not only the ones we work with, so you can always see the full picture.

Questions families ask

Do I have to sign anything with a placement agency?

Some agencies ask families to sign an agreement. Read it, and ask whether it limits which homes you can choose or creates any fee for you.

Can I find a home myself?

Yes. Our directory and the state's search show every licensed home. An agency saves time by checking openings, waivers and rates for you.

Does using an agency raise the monthly rate?

It should not. Ask the home directly whether the rate is the same for referred and direct residents.

Tell us about your situation

We will call you back the same business day. There is no cost to your family. The care home pays our placement fee.

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