Senior Living Portfolio Generates 21K Leads

The Situation

Managing a portfolio of 17 senior living properties presents unique challenges, especially in a competitive market where connecting with high-intent leads is critical to driving occupancy. Limited visibility into campaign performance and lead behavior made it difficult for the team to identify which strategies were most effective. Additionally, managing multichannel campaigns and lead generation efforts across multiple properties created inefficiencies, underscoring the need for a centralized, data-driven solution to streamline operations and maximize marketing ROI.

The Solution

The portfolio’s marketing leader partnered with Conversion Logix, a full-service digital advertising agency with expertise in the senior living market. Our team launched 17 highly targeted multichannel advertising campaigns that drove 441,927 sessions across all property websites over 12 months. Of these visitors, 350,226 were new users, and 66% (233,641) arrived directly through a Conversion Logix ad.

By leveraging a combination of remarketing efforts and Conversion Cloud® lead generation applications—including offers and tours—our campaigns achieved a 43% average engagement rate among website visitors. This engagement resulted in 21,869 total leads, empowering the portfolio to drive occupancy and improve marketing ROI.

The Strategy

To drive maximum results for this portfolio, we developed a highly tailored marketing strategy that accounted for the unique needs of each property, care type, and target audience. By combining localized campaigns, dual audience targeting, and a multi-channel approach, we ensured each property connected with the right prospects at the right time. Continuous optimization and the use of Conversion Cloud® lead applications further amplified the impact of our lead generation efforts.

Localized Campaigns for Unique Property Needs

Each property’s campaign was customized to reflect its care offerings, such as memory care, which emphasized compassionate, familyfocused messaging, or independent living, which highlighted amenities and lifestyle benefits. We leveraged geo-targeting that was customized to each community’s location and the migration patterns of seniors in each market.

Dual Audience Targeting

Because of the wide range of care options available across the portfolio, we targeted families and seniors across our campaigns, tailoring the targeting more heavily for family members for properties offering higher-level care offerings such as memory care.

Multi-Channel Marketing Execution

We managed advertising campaigns across a range of channels, customizing each property’s marketing mix based on its target audience, budget, and occupancy needs.

Lead Generation

Tour scheduling and promotional offers were incorporated into campaigns to capture high-intent leads and facilitate seamless follow-ups. These applications within our software suite, The Conversion Cloud®, supported both the marketing and sales teams in converting prospects into tours and move-ins.

Data-Driven Optimization

Continuous monitoring of campaign performance allowed us to identify top-performing channels and adjust budgets to maximize ROI.