A SENIOR LIVING COMMUNITY CASE STUDY: SUBURBAN SETTING
A localized path to 100% occupancy
100% Occupancy
in 2023 is headline worthy... So how did we do it?
A localized path to 100% occupancy
One of SeniorSmarter’s own was the management company VP of sales overseeing multiple communities. One community in particular had a unique business problem. With a limited monthly marketing budget, wise decisions were required.
While situated near a densely populated, popular suburban area, their mailing address was in the much smaller suburb which lacked the exposure and search engine appeal of their immediate competition. Yes, a mere MAILING ADDRESS hindered their digital and real-world marketing efforts.
Senior Smarter's playbook was put into action to give the community every possible advantage. The playbook built on their established and consistent community leadership, creating a successful foundation. By applying Senior Smarter's advice, tweaks were made to the industry best practices sales process to better align with the framework. Armed with these adjustments, we knew the end of the sales funnel was within reach.
To bring in more leads with limited resources, we used hyper-local SEO techniques to fill the top of the sales funnel. Investing in organic traffic had two major benefits: it attracted motivated and engaged users while also generating long-term leads. Although it may take several months for the full effect to take hold, the resulting visibility and lead generation continue to have a positive impact over time.
Although organic search traffic is the optimal way of generating web traffic, paid advertisements (SEM) have their place in a well-balanced budget. A modest SEM budget was utilized to acquire traffic and improve local visibility, targeting specific geographic users who were most likely to become customers. Data-driven techniques were employed to get the most value for the dollars spent, rather than overspending for higher visibility with fewer visitors. It's easy to spend money on SEM, but the real talent lies in investing judiciously.
The local leadership relied on direct mail campaigns that fell short of expectations. Instead, what truly made a difference was the strategic use of targeted digital techniques - tapping into the buyer’s psyche at different stages of the purchase process with great efficiency. It was an ongoing, deliberate effort that ultimately led to the impressive sales peak.
The CRD of the community called the Senior Smarter team after achieving this lofty goal to celebrate. Success may not have short cuts, but it does have best practices. This community’s management team and SENIOR SMARTER proved it: smarter consultative sales approach paired smarter digital marketing efforts. There’s no mystery to the equation.
