Record sales with 96-98% occupancy due to multi-channel digital and print marketing campaigns.
Meet the Client
Homestead Village is a Life Plan Community located on 90 beautiful tree-lined acres in Lancaster County. They pride themselves on their strong values, rich heritage, and emphasis on improving the lives of their residents through active living.
Christina Gallagher, Director of Marketing for Homestead, had worked with EZMarketing in the past, so when she was looking for a responsive, reliable marketing partner, she reached out.
With 18 retirement communities in the Lancaster area alone, Homestead Village faces an immense amount of competition. They needed a way to stand out from their competitors and highlight their unique focus on enriching their residents’ lives through active living and new experiences like travel.
From a marketing perspective, their direct mail campaigns were a good way to reach their Baby Boomer audience, but Christina realized that more and more seniors were using the Internet and social media. They needed to expand their digital marketing efforts and connect with their audience online.
Plus, because they’re involved with both housing and healthcare, Homestead Village is affected by recent Facebook ad restrictions as well as ADA compliance issues that impact their advertising and website.
Homestead Village sets itself apart with a unique event-based marketing program focused on building relationships with prospective customers. Using direct mail and a range of digital tactics including SEO, PPC, Facebook ads, and email, we helped them create more touchpoints with prospects that encouraged them to visit.
Last year, we added email marketing and Facebook advertising to Homestead’s marketing mix. Email is a great way for them to stay top-of-mind with their existing prospects and highlight the many unique opportunities at Homestead Village. This tactic is very effective, securing high open rates of more than 30%.
To reach new leads and prospects, we created Facebook advertising campaigns precisely targeted to those who might be interested in their Farmstead and Harvest House residences. Although we had to navigate around Facebook’s newly changed ad restrictions, we were able to create a highly relevant audience based on geo-targeting, specific interests, and other demographics. We created several versions of the ads highlighting the residences’ unique floor plans and promoting ongoing open houses.
We also developed Google Adwords and Display ads to target local prospects searching online for retirement communities. We researched the keywords and phrases people were using to search, then created ads and optimized landing pages to improve lead generation on Homestead Village’s website. We even ran retargeting ads to increase results from people who visited the website.
Lastly, we made sure the Homestead Village website was optimized for search and updated it to be ADA compliant to stay ahead of regulations in their industry.
2019 was Homestead Village’s best year yet, with more leads, higher sales, and a 96-98% average occupancy rate. By the end of 2019, The Farmstead, their newest residence, only had 14 openings left. From August 2019 through January 2020, their website alone brought in 1,503 leads.
Year over year, The SEO marketing services we performed resulted in a 20% increase in organic website traffic, a 31% increase in direct traffic, and a whopping 360% increase in paid search traffic.
Finally, their Facebook ads served up 607,350 impressions and received 29,101 clicks, driving thousands of visitors to their website and landing pages to learn more about their residences.