Arizona Senior Living Community Maximizes Occupancy With Full-Service Digital Marketing Strategy

The Situation

A senior living community in Prescott, Arizona, sought out a digital marketing team to help them fill vacancies and establish a competitive digital marketing presence. At the start of the campaign, the community needed a new website experience to establish trust and interest and a comprehensive advertising campaign to drive traffic and fill the community’s pipeline.

The Solution

The marketing director partnered with Conversion Logix and a Conversion Logix preferred website vendor, Hickey Marketing Group, to create a comprehensive marketing campaign.

The website development team at Hickey Marketing Group filmed a video to promote the website on the homepage and revised the website design and content to better reflect the community’s top selling points.

The Conversion Logix team launched a suite of lead-generation tools to convert website visitors into leads and developed a multichannel advertising campaign across Google, Display Networks, and Facebook (Meta) to drive high-quality traffic to the site. This led to a 175% increase in new website visitors within the first 90 days of the campaign. Seven months after launch, the campaign generated 15,141 website sessions at a 40% engagement rate, which translated into 190 leads, maximum occupancy, and a waitlist.

The Strategy

Our marketing strategy leveraged marketing channels at each stage of the funnel to maximize awareness and engagement during the discovery, consideration, and decision-making points in the senior living buying journey. From Google Ads and Facebook Ads to Display Retargeting, and on-demand Live Chat services staffed with trained professionals, we developed a full-service strategy that enabled this community to fill its pipeline with leads, tours, and move-ins.

Search Strategy

Our certified Google Ads specialists deployed a Google Ads campaign targeting families seeking independent living, assisted living, and memory care services in Prescott and the surrounding area. The campaign had a 19.33% average CTR and generated over 1,900 high-quality website sessions to the site.

Throughout the campaign, our team made the following strategic updates:

As the vacancies within the varying levels of assisted living became available, our team pivoted bids and budgets to promote that care level.

We capped bids on out-of-state and national keyword targeting to keep costs under control and ensure the budget was maximized for the highest-intent searchers.

Offers were quickly updated each month as promotions changed. In addition to Paid Search, our team optimized this property’s Google Business Profile and provided weekly posts. This led to 16,819 profile views which translated into 2,770 local website sessions.

Social Strategy

We ran a brand awareness campaign on Facebook targeting seniors and their families who are interested in independent living, assisted living, and memory care in Prescott. We added a retargeting campaign to reengage previous website visitors on Facebook.

Display Strategy

Our creative team designed Display banner ads promoting the community’s latest specials, care offerings, and location. The ad operations team launched a brand awareness campaign targeting prospects in the market for senior care and a retargeting campaign to re-engage past website visitors and nurture prospects through a long buyer’s journey.

Website Engagement Strategy

We added a variety of lead generation applications across the community’s new website. These applications turned anonymous prospects into leads and tours, enabling the sales team to fill their pipeline.

Self-scheduled tour application (Schedule Genie)

Promotions, events, move-in checklists (Spotlight)

A fully staffed chat service that could respond to requests 24/7 (Live Chat)