People often fall because they lose their balance or because they lack strength and coordination due to lack of activity and atrophy. Most seniors are women, and most women in that generation did not have early encouragement to play sports or stay physically fit. That baseline lack of fitness, combined with the fact that they're generally out of the habit of daily physical activity, increases their fall risk as they age.
Some retirement homes are known for their location. Others are known for their proximity to hospitals, or their dining options, or their high staff-to-resident ratios. If retirement communities adopt a formal, structured fitness/balance/fall prevention program, this could enhance their reputations, and literally become a selling point for new residents.
Obviously the program would need to be customized to suit individual needs - so it would begin with an assessment as part of the intake/orientation process. In addition to receiving daily or frequent fall-prevention fitness and balance training, all residents would receive education about other things they can do to prevent falls.
This could be tested in Sunrise or another large assisted-living company.
Ultimately a new crop of senior-focused fitness trainers would have to be trained, deployed, and paid. AARP or a group like Silver Sneakers could potentially be enlisted.