Campaign Overview
Garden Spot Communities (GSC) provides active living retirement communities for adults aged 55 and over in Lancaster, PA.
During the construction period of a new retirement community, Sycamore Springs, GSC wanted to leverage SEO and Google Ads to promote the community and attract potential tenants.
Campaign KPI
Generate leads via phone calls, pricing request, and contact form submissions to secure tenants for 50 new homes at its new retirement community, Sycamore Springs.
Challenges
Selling 50 homes in the new retirement community, Sycamore Springs.
Targeting a niche, high-net-worth audience with specific preferences.
Nurturing leads through a lengthy sales process lasting up to two years.
Lack of direct access to the website for implementing on-page and technical SEO strategies.
Strategy & Execution
Google Ads Campaigns (Search and Display Ads)
Increased brand awareness within the target audience with a low-cost branded Google Ads campaign.
Implemented additional search and display ad campaigns targeting audiences looking for “over 55 communities”, “active living communities”, and/or “retirement communities in Lancaster Pa/ Lancaster County."
SEO Content Strategy:
Developed a comprehensive SEO content strategy, including an SEO blog strategy focused on highlighting the benefits of living in active over 55 communities to increase organic search rankings for the stand-alone Sycamore Springs sales website.
Extensive Keyword Research:
Conducted in-depth SEO keyword research to identify relevant target keywords that resonated with the target audience.
On-Page & Technical SEO Recommendations:
Due to the lack of direct website access, I created detailed strategy briefs and provided them to the website developer, outlining the specific on-page and technical SEO improvements that needed to be implemented on the website.
64% of the available homes at Sycamore Springs were sold as a result of the digital marketing campaigns.
Results
The combined efforts resulted in increased brand awareness, organic website traffic, and a ultimately led to 64% of the available homes being sold (32 of 50) during my time as the account manager.