Senior Marketing
Transform Perception: Boost Sales of One-Bedroom Inventory By Selling the Experience, Not the Size
CHALLENGE
Westminster, a Life Plan community located in the vibrant heart of urban Austin, Texas, consistently maintains high occupancy rates. However, there was a growing need to sell one-bedroom inventory. Westminster offers residents a world of vibrant, active living right at their doorstep. The challenge was to convince prospects that the entire community is an extension of their residence and truly feels like home.
APPROACH
Orchard developed a year-long campaign that turned a perceived challenge into an opportunity by highlighting the personal benefits of One. Through a mix of recurring direct mail, targeted emails, and continuous video ads on Facebook, the campaign showcased the many attributes that make life at Westminster unique and desirable.
WHY IT WORKED
The campaign’s consistent messaging, featuring diverse testimonials and a fully integrated approach, resonated with the target audience. By focusing on the positive aspects of one-bedroom living and the broader community experience, the campaign effectively engaged prospects.
Commercial Impact
1,300
landing page
engaged sessions
45+
new visits
scheduled
54%
decrease in one-
bedroom inventory
in under 6 months
Marquette
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Westminster
To attract Austin’s “interested and interesting” prospects that could call Westminster their new home, Orchard tapped into local area culture and celebrity.
Oakmont Gardens
When a West Coast Senior Living Community needed to tout its extensive resort-style amenities and active lifestyle, Orchard went full Boomer.
