Full Funnel Strategy for Arcadia Senior Living Communities
Client: Arcadia Senior Living Communities
The Challenge
Their brand visibility online was fragmented, their website lacked unified structure across multiple campus sites, and their digital marketing efforts were inconsistent. They needed a partner who understood senior living decisions, family-centric search behavior, and how to generate high-quality leads without unlimited spend. The challenge was to build a scalable, cost-effective system that could compete with better-funded competitors while reducing dependency on expensive third-party referrals.
Our Approach
Unified Brand Architecture & Multi-Site Redesign
We built a comprehensive multi-site web structure that unified Arcadia's campus properties under a cohesive brand identity. Streamlined navigation made it easier for families researching care options to explore multiple campuses, compare amenities, and understand service differences without confusion.
Full Funnel Digital Advertising
Launched integrated campaigns across Google Ads, Meta (Facebook/Instagram), and TikTok targeting both prospective residents' families and potential caregivers. Crafted audience segments specific to the senior living decision-maker persona (typically adult children aged 45-65) and refined bidding strategies to maximize value per lead across all platforms.
AI & Conversational Engagement
Implemented chatbot and virtual assistant tools across the website to engage visitors 24/7, answer common care questions, provide instant tour scheduling, and guide families through the decision process. This improved responsiveness dramatically and reduced drop-off rates, especially during evening and weekend hours when families research care options.
Social Media + Email Nurture
Developed a consistent content cadence across social platforms and created sophisticated email follow-up sequences to nurture leads from initial awareness through tour scheduling to move-in. This was particularly important given the longer decision timelines typical in senior living (often 3-6 months from first inquiry to move-in).
Reputation Management & Local Visibility
Systematically improved online reviews and optimized local listings for each campus location. Built credibility and trust in a competitive landscape where online reputation and local search rankings directly impact tour bookings and family confidence.
Lead Tracking & Budget Optimization
Implemented comprehensive tracking for lead quality, cost per move-in, and full attribution modeling. This allowed Arcadia to shift marketing spend dynamically to highest-performing channels and dramatically reduce dependency on costly referral agency move-ins.
The Results
Key Performance Metrics
The comprehensive full-funnel strategy delivered exceptional results across all key metrics:
- Average cost per lead stabilized at $165, significantly below prior referral costs and highly competitive for the senior living market, making growth sustainable and scalable.
- Lead volume increased by 235%, delivering a robust pipeline of tour bookings and qualified move-in prospects across all Arcadia campuses.
- Internal move-ins through generated leads replaced many referral-driven move-ins previously costing $8,000–$9,000 each, dramatically improving ROI and overall profitability.
- Brand visibility enhanced by 7× across multiple campuses and service lines, elevating Arcadia's presence in competitive local markets.
- Website engagement metrics improved dramatically: bounce rate decreased by 35%, time-on-site increased by 140%, and mobile conversion rates doubled, reflecting the effectiveness of the redesigned user experience.
- Tour booking rate increased by 180%, as AI chatbot and streamlined forms reduced friction in the scheduling process.
- Email nurture campaigns achieved 42% open rates and 18% click-through rates, significantly above industry averages, keeping Arcadia top-of-mind throughout the lengthy decision journey.
- Online reputation scores improved by 28%, with consistent 4.5+ star ratings across all campuses, building trust with prospective families.
Why It Worked for Senior Living
Senior living marketing demands empathy, clarity, multi-service pathways, and long-term nurture. Families making care decisions for loved ones need education, reassurance, and multiple touchpoints before committing. By building a digital architecture and marketing strategy aligned with how families actually research care — while optimizing budget and prioritizing conversion quality — we transformed Arcadia's online presence into a high-performing growth engine.
The combination of website design, full funnel marketing, AI engagement tools, and reputation management allowed Arcadia to differentiate in a crowded market, attract the right leads at the right time, and reduce dependency on expensive third-party referrals. This approach created a sustainable competitive advantage that continues to deliver results year over year.
"Greatness Digital developed a strategy that finally matched our ambitions. We're generating high-quality leads, filling our communities, and doing it without draining our budget on referral fees. The full-funnel approach gave us clarity, control, and real competitive advantage."
Tammy Thwaite
Regional Director, Arcadia Senior Living
