Client Background
Lighthouse Senior Living is a premier senior living community with locations in Columbia and Middle River, Maryland. Known for providing top-tier care, including specialized Memory Care services, Lighthouse Senior Living has long been a trusted choice for seniors and their families seeking a supportive and engaging environment.
The Challenge: Reach 100% Occupancy
Reaching 100% occupancy in a senior living facility is a rare and challenging accomplishment. In the U.S., the average occupancy rate for senior living communities hovers around 85% as of August 2024, with modest annual growth. Lighthouse Senior Living set an ambitious goal to increase occupancy at their Ellicott City and Hopkins Creek communities, knowing that achieving full capacity would be a significant milestone. Despite having a solid online presence, their website was not generating the necessary traffic or conversions, leaving occupancy levels below target. The challenge was to enhance their digital marketing efforts to drive higher engagement, increase visibility, and ultimately achieve what few senior living communities do—reach 100% occupancy for the first time in their history.
The Results: 100% Occupancy and a 61% Increase in Conversions
The comprehensive approach taken by Strategic Factory delivered outstanding results for Lighthouse Senior Living:
- 61% Increase in Year-Over-Year Conversions: The revamped website and targeted marketing efforts led to a substantial increase in conversions, helping fill available slots in the communities.
- 118% Increase in Organic Traffic: Improved SEO and content strategies attracted significantly more visitors to the site, with organic conversions increasing by an impressive 146%!
- 100% Occupancy Achieved: For the first time in its history, Lighthouse Senior Living reached full capacity, a testament to the effectiveness of the campaign.
The Process & Solution: Website Optimization & Geofencing Campaign
Strategic Factory partnered with Lighthouse Senior Living to develop a comprehensive digital marketing strategy that focused on website optimization, content enhancement, and targeted advertising campaigns. The approach included:
- Website Revamp: Key sections of the website, including Memory Care, Ellicott City, and Hopkins Creek, were revamped with updated content and headers. Improved calls to action and the integration of relevant keywords boosted search visibility and engagement.
- SEO Optimization: Title tags, meta descriptions, and on-page content were optimized across the site to increase conversions. Strategic placement of clear and concise calls to action, coupled with a compelling sense of urgency, helped drive more inquiries.
- Content Strategy: Monthly blogs became a vital resource for visitors, offering educational content and tips on intergenerational activities, hobbies, gifting ideas, and more. This content strategy engaged users at all stages of the marketing funnel, attracting organic traffic and converting visitors into leads. By toggling between short and long-form content, optimal engagement was reached across changing seasons and trends.
- Technical SEO Improvements: Ongoing enhancements were made to site speed, security, and alt tags. These efforts ensured a seamless experience for all users, further improving site performance.
- Geofencing Campaign: Strategic Factory implemented a geofencing campaign targeting physical locations with a high concentration of the target demographic. Locations included local senior centers, retirement communities, recreational facilities, ER centers, and retirement communities in Baltimore and Columbia. This campaign significantly increased brand awareness, delivering 25-40 conversions per month.
- Targeted Advertising: Lookalike audiences were used to expand the original audience set, maintaining high visitation performance. Remarketing ads were also deployed to re-engage previous visitors, which demonstrated the best conversion rate among all advertising efforts.
This successful collaboration between Lighthouse Senior Living and Strategic Factory highlights the power of a well-rounded digital marketing strategy, combining website optimization, content updates, and precise audience targeting to achieve remarkable business outcomes.
Looking to increase the occupancy of your senior living business?
Contact Strategic Factory today at [email protected] or (443) 548.3500 for a discovery call to see how we can create a tailored marketing strategy that drives growth and success for your business. Whether you need a website revamp, a targeted advertising campaign, or a total rebrand, we have the experience and creativity to deliver measurable outcomes.
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