Visibility to Conversions
41%
increase in conversions
$37.88
reduction in CPC
53%
increase in CTR
The Challenge
Holbrook, a premier senior living community, struggled to generate high-quality leads and maximize their digital presence. Despite having a strong service offering, their online visibility was limited, conversion costs were high, and their search rankings were inconsistent. They needed a strategic digital marketing approach to attract and convert potential residents more effectively.
The Solution
CITIZEN implemented a comprehensive digital marketing strategy focused on:
- SEO Optimization: Improving search engine rankings by targeting high-intent keywords and enhancing local visibility through Google’s Map Pack.
- Search Engine Marketing (SEM): Refining PPC campaigns to optimize bid strategies, improve ad relevance, and lower cost-per-click while increasing conversions.
- Email Marketing: Establishing a structured welcome series to engage potential residents and nurture leads effectively.
“CITIZEN has been an outstanding partner in elevating our marketing strategy & execution, leading to record census growth across the portfolio. Their diligence in lead generation, campaign optimization, and continuous improvement has consistently driven strong results. The team provides clear, actionable reporting and never settles for the previous month’s performance. Their SEO strategy has significantly strengthened our local online presence, and it’s clear they genuinely care about the success of our portfolio each month. The monthly strategic meetings are always collaborative, and they are willing to pivot the strategy based on our current census goals.”
-Jack Miller
“CITIZEN has been an outstanding partner in elevating our marketing strategy & execution, leading to record census growth across the portfolio. Their diligence in lead generation, campaign optimization, and continuous improvement has consistently driven strong results. The team provides clear, actionable reporting and never settles for the previous month’s performance. Their SEO strategy has significantly strengthened our local online presence, and it’s clear they genuinely care about the success of our portfolio each month. The monthly strategic meetings are always collaborative, and they are willing to pivot the strategy based on our current census goals.”
-Jack Miller
The Story
Holbrook’s partnership with CITIZEN marked a turning point in their digital strategy. By leveraging data-driven SEO tactics, Holbrook saw a surge in their top-ranking keywords, with four primary keywords securing the #1 spot on search engines. Their Google Business Profile rankings improved, helping them appear in the coveted Map Pack for localized searches.
In search engine marketing, CITIZEN fine-tuned Holbrook’s PPC strategy, resulting in a 53% boost in CTR and a dramatic drop in cost per conversion—from $136.11 to $98.23. With highly targeted campaigns, Holbrook saw a surge in conversions(302 total in five months), proving the effectiveness of the strategy.
By integrating SEO, SEM, and email marketing, Holbrook transformed their online presence into a lead-generating powerhouse—making it easier for potential residents to find them, engage with their content, and take action.
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