CASE STUDY

First-Party Data Helps Senior Living Community Reduce Cost per Move-In and Accelerate Occupancy Timelines

Featured Client

The Challenge

A senior living community faced rising costs to acquire new residents and long sales cycles. Traditional marketing methods were not delivering the efficiency or precision needed to connect with qualified households early in the decision-making process. They needed a way to engage future residents sooner, reduce cost per move-in, and accelerate occupancy timelines.

Solution

They aimed to cut acquisition costs while increasing the number of high-quality conversions. Their focus was on shortening the average move-in journey by reaching prospective residents and their families with more timely, relevant, and personalized marketing.

Tactics

To meet these objectives, they implemented the Integrated Marketing Cloud’s turnkey solution to engage in-market households at the right time with the right message. The strategy combined direct mail, digital, and streaming tactics to keep their senior living community top-of-mind and move prospective residents and their families further down the decision-making journey.

Key tactics included:

ShopperSuite: Anonymous website traffic was converted into verified, first-party audiences through patented household identity resolution. This cookieless approach ensured precise targeting and higher-quality audience segments.
Direct Mail (SmartMail): AI-driven mailers delivered high-impact, tactile engagement directly into the home. Unlike traditional bulk mail, SmartMail is optimized daily based on real-time shopping behavior, ensuring timely, relevant messaging that cuts through digital noise.
Display Advertising: Display ads leveraged first-party, household-based targeting to deliver repeated exposure and contextual relevance across devices. By reaching in-market buyers immediately, they kept their brand visible and top-of-mind.
Online Video: Dynamic, visual placements brought their story to life, connecting with families in an engaging and easily shareable format that supported awareness and decision-making.
FreeTV: Ads placed within ad-supported streaming environments reached audiences in a relaxed, discovery mindset. With FreeTV consumption, they expanded household reach at scale while reinforcing key messages.

Results

By leveraging the Integrated Marketing Cloud, this senior living community significantly improved marketing efficiency and resident acquisition outcomes.

The Campaign

Conclusion

Just as importantly, by connecting with prospective residents and their families earlier in the decision-making journey, they shortened the average move-in timeline by 52 days, accelerating occupancy and boosting revenue potential.

Accelerate Occupancy With Smarter, First-Party Marketing

This senior living community reduced their cost per move-in by 52% and increased conversions by 107% year over year. By leveraging Stream Companies’ Integrated Marketing Cloud and first-party data, they engaged families earlier and shortened the move-in timeline by nearly two months.

Let’s Build a Strategy That Fills Units Faster and Smarter

Connect With Us Today