$1.12 million in revenue
polishing a dallas diamond
Emerald Court is wonderful for seniors who want to live a maintenance-free lifestyle, while having options to participate in a wide variety of social and educational wellness programs among neighbors that enjoy a similar enriching lifestyle.
the situation
Emerald Court was suffering from a low occupancy and a tired product next to the happiest place in the world in Anaheim, California. This senior living community of independent, assisted, and memory care residences needed a face lift. With our 20+ years of senior living marketing expertise, we recognized the value in the human stories that lived at the community – both from the residents and the associates. Our goal was to bring the occupancy back up to a sustainable level during renovations and an unprecedented pandemic.
strategy
Research showed that highlighting human interest stories, specifically about the compassion of the associates working in assisted living/memory care communities peaked the curiosity and interest of other seniors, as well as motivated their adult children to learn more about the environment. Teaming up with the editorial staff or Orange County Register, we convinced them to be our journalistic partner. Together, we built an award-winning series of editorial stories on the lives, interests, and passion of the residents and the associates.
execution
The full page interviews were strategically placed in two editions of the paper under the editorial banner of “Healthy Living”. The print versions of the stories were brought to life in videos, distributed through social media channels. The same print articles were turned into SEO friendly blogs to live on the website in perpetuity and used as closing tools. Residents were celebrated on site and became a strategic part of the sales team as brand ambassadors. An increase in leads led to more prospects staying longer to learn more and making the decision to make Emerald Court their next address.
the results
Emerald Court’s 30% occupancy skyrocketed to 100% occupancy over the two years of the pandemic due to our efforts. Additionally, our strategies generated multiple move ins per month with one high achieving month gaining 12 move ins, translating into $1.12 million in revenue.
