How Strategic Marketing Services Helped a Senior Living Community During an Expansion Project
Spring 2021 marked the start of construction on Royal Oaks' latest expansion project: Inspirata Pointe.
The first phase of its expansion included 150 new Independent Living apartments and villas, along with a well-maintained landscape with courtyards, walking paths, and water fountains. Just before the project’s groundbreaking, Royal Oaks brought our advertising agency, FIVE19, on board as the agency of record to spread awareness, build on the Royal Oaks brand promise, help move prospects through the sales cycle, and generate age- and income-qualified leads.
Royal Oaks shared specific goals it had in place, including:
- Obtain 80% pre-sold by September 2021
- Create a seamless decision-making process for depositors during the construction phase
- Generate 1,344 new and re-inquiry leads through all methods available
FIVE19's Strategies & Solutions
Our team at FIVE19 knew that a multifaceted marketing strategy could help Royal Oaks overcome these challenges and get closer to meeting its goals. This marketing approach included varying components.
Event Mailers
Our FIVE19 marketing team got to work almost immediately. Within days, our team delivered its first event mailer for an event scheduled on May 4, 2021. We continued using these monthly marketing event mailers, along with emails, to nearly 16,000 age- and income-qualified prospects. These event mailers received a huge response, drove hundreds of leads, and continued to build excitement for the Inspirata Pointe expansion and highlighted construction progress. It was also a great way to reach "snowbirds" by allowing them to attend the monthly event that best fit their schedule.
Website Redesign
After noting the secondary website for the Inspirata Pointe expansion was competing with the main Royal Oaks site rather than complementing it, our team worked to unify both websites under one cohesive URL. Using the Royal Oaks website already in place, we added a modal to the homepage to highlight the Inspirata Pointe expansion. This strategy ensured visitors to the main Royal Oaks webpage automatically received information about the new expansion and could click through for more information. Additionally, we built an expansion landing page using SEO and SEM best practices specifically designed for the Inspirata Pointe project. Visitors to the page could quickly review everything this new Independent Living expansion has to offer. We also supplemented its dedicated page with IP appointment generators to push floor plans that weren’t receiving as much attention. This combination created a unified website that exemplifies the company brand and improves Royals Oaks’ ability to attract traffic, leads, and prospects.
Media Campaigns
After reviewing Royal Oaks' current marketing strategies, our team offered recommendations to increase exposure for the senior living community and its newest expansion. One of these recommendations led our team to create a television campaign highlighting Royal Oaks and Inspirata Pointe. We continue to work with Royal Oaks to optimize the airing of these commercials by selecting the best channels and timing to reach the right target audience. We also utilized print media that drove interested prospects to the community website to receive more information as they consider their next steps. We continued working with Royal Oaks to optimize placements, since a large portion of age- and income- qualified prospects “snow bird” to other areas of the country in the warmer months.
Automated Email Campaigns
To help Royal Oaks create a smooth decision-making process for its depositors, we created two email marketing automation campaigns. The first two-part campaign consisted of 12 emails providing specific details about the Inspirata Pointe expansion. The second two-part campaign included 13 emails targeting prospects interested in the original Royal Oaks portion of the community. These campaigns complemented the sales process to reiterate the most timely, relevant information as the individual leads learned more about the benefits and lifestyle offered at Royal Oaks. We were able to see that a large number of depositors were included in the marketing automation campaigns, validating their effectiveness.
Social Media and Blog Posts
In addition to the above strategies, our team at FIVE19 also conducted robust paid social media campaigns to generate leads and keep prospects up to date with various communications, such as price increase letters. We also created a series of blogs to boost brand awareness, inform both depositors and prospects, and increase web traffic and site ranking.
The Results
Through our combined marketing efforts, FIVE19 exceeded its goal by the end of 2021. In fact, from March 2021 to December 2021, we were able to secure 1,554 leads and re-inquiries for Royal Oaks, more than 200 above our original goal. As of February 2022, our marketing strategies generated 1,977 leads and re-inquiries, 47% above our original goal of 1,344. Although not tasked with meeting pre-sold goals, FIVE19's marketing tactics helped Royal Oaks reach a pre-sold rate of 55.78% by the end of 2021. By using a multi-faceted marketing strategy, FIVE19 helped Royal Oaks raise awareness of the expansion project, generate leads, and nurture prospects through the sales cycle for Inspirata Pointe. Connect with us to learn how FIVE19 can help your community reach its goals.
Partner with FIVE19 to exceed your community goals
FIVE19 works with senior living communities to help you accomplish your goals and continue to see results even after hitting your primary objectives. To learn more about FIVE19 and everything we offer, complete the form below, and a team member will reach out to start the conversation.