Digital Advertising Drives Occupancy Through Unprecedented Market Conditions
“While the world slowed, we stayed the course by maintaining our online presence and staying in contact with prospects. The forward momentum positioned us for a strong recovery and helped us gain ground rapidly when in-person sales efforts were possible again."
— Christy Van Der Westhuizen
Vice President of Sales & Marketing
MBK Senior Living
MBK Senior Living closed out every quarter for the past year, with occupancy rates HIGHER than the senior living industry average.
MBK Senior Living’s investment in digital advertising drove higher than industry average occupancy across their entire portfolio proving that their investment in digital advertising played a vital role in keeping their business stable.
Marketing matters more than ever during these unprecedented times. Consistent investment in digital advertising ensures that your community connects with the right researching senior or their loved one at the right time.
In the COVID-era, maintaining and increasing occupancy across a senior living portfolio is an uphill battle.
According to Google, the majority of the senior living industry dropped or cut their digital advertising spend February-April, then again in September-November 2020. In contrast, MBK actually kept their digital advertising budgets consistent throughout the year, and increased their spending toward the end of 2020 and into 2021.
Not only did MBK see immediate benefits in 2020 from continued investment in digital advertising at the start of the pandemic, but they saw residual benefits into 2021. Their calls from prospective residents and website form fills were stable, averaging nearly 900 per month Q1-Q3 2021.
increase in qualified calls
February-April 2020, MBK saw:
decrease in cost-per-conversion
Consistency Is Key
The senior living industry carried a disproportionate weight of the pandemic, which means brands needed to build trust and communicate how they would keep seniors safe.
It’s hard to get that conversation started even in the best of times. So, in the worst of times, consistent digital advertising, backed by automated technology like G5 Intent Trends, ensured that MBK Senior Living’s digital advertising connected the right message, with the right researching seniors and their loved ones at the right time.
— G5 Data, Q1-Q3 2021
Advertise to Drive Occupancy
As you likely know, senior living occupancy throughout 2020 and into 2021 was at an all-time low. However, G5 research showed that our digital advertising technology, G5 Intent Trends, drove more qualified calls to communities. How did this impact our clients’ communities?
In MBK’s case, it kept their occupancy above the national average. In a hard-hit market, G5 Intent Trends technology helped to connect advertisements with the right seniors and their loved ones.
“MBK experienced the same challenges that other senior living providers experienced, as we too had drops in occupancy in 2020. However, in partnership with G5, we opted to keep a consistent marketing strategy intact, and were able to stay above the average industry occupancy. This year, as is evident in how we’ve managed to recover after last year’s drop, is where we’re really seeing the benefits of keeping our digital advertising budgets consistent.”
— Michelle Shinn
Corporate Director of Marketing
MBK Senior Living
Marathon, Not a Sprint
While 2020 was hard, the impacts on senior living as a whole are lingering longer than hoped. MBK learned early on that consistent digital advertising was key to their success. And, they’re still seeing the benefits. In Q3 2021, they had 9.8% more advertising conversions YOY.
more digital advertising conversions YOY in Q3 2021
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At G5, we believe marketing is more important than ever. As a result of the pandemic, seniors and their loved ones' expectations have changed, and your marketing tactics need to as well. They expect intuitive online experiences. G5 can help. Schedule a demo to learn how G5 can deliver more qualified leads to your sales and marketing team.
MBK Senior Living nurtures a culture of genuine care, one that puts the needs of residents and families at the forefront. Their approach to achieving the highest standards for senior living in their markets builds on a solid infrastructure of warm, inviting living spaces and impeccable amenities in attractive, desirable locations. What chiefly drives their success in the industry is the philosophy at the heart of their mission, which is their unrelenting commitment to providing relationship-based care and their keen attention to the individual. That, combined with their focus on giving back to the community, is what sets MBK apart. They express their core motivation through the phrase, “Let our family help your family,” and they fulfill that commitment by helping residents and their families as well as the community at large.
higher qualified call ratio associated with digital advertising, than the industry average.
MBK Senior Living had a