Situation:

IDG (Integrated Development Group, LLC) is a premier developer of high quality senior living communities nationwide. With two new upscale lifestyle communities for seniors being developed, one in downtown Chicago and one in Manhattan, New York, IDG was looking to increase their contact database with as many new leads and qualified prospects as possible. They enlisted the help of Stevens & Tate Marketing / Endora Digital Solutions with the goal of improving the existing websites of both new communities, as well as drive more traffic to the sites and to the communities, in order to increase sales.

As two unique communities in different parts of the country, 850 Lake Shore Drive and The Club at Briarcliff Manor had slightly different selling points, target audiences and voices – yet their end goal was still the same: to increase traffic, generate new leads, and encourage visitors to take action to request more information or come out to tour their beautiful communities.

 

Solution:

In order to create awareness and generate interest in the communities, S&T/EDS began a series of weekly updates to the existing websites, with continuous monitoring of results in order to make real-time updates and evaluate not only what was working, but also where other changes could be made to improve performance.

To further drive traffic and awareness, a targeted SEO program was introduced, including a series of unique, dedicated landing pages. Based on a number of Google Ad Words search word terms, these landing pages utilized full A/B testing concepts, and were used in conjunction with one another for each community to increase click-thrus and immediately prompt action. This led to a significant increase in response rate, as well as in the number of qualified prospects in the communities’ databases.