94% Occupied from 88% in just 6 months

Inquiries

51% higher than industry average

Tours

121% higher than industry average

Move-Ins

31% higher than industry average

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

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 top-ranking keywords, with four of their primary search terms securing the #1 spot on search engines. Their enhanced Google Business Profile rankings helped them appear consistently in the coveted local Map Pack—boosting visibility and driving more local search traffic.

In paid search, CITIZEN refined Holbrook’s PPC strategy, resulting in a 53% increase in click-through rate (CTR) and a significant reduction in cost per conversion—from $136.11 down to $98.23. Over the span of just five months, this highly targeted approach generated 302 conversions, translating into a steady stream of qualified inquiries and booked tours.

By strategically integrating SEO, SEM, and email marketing, Holbrook’s online presence transformed into a lead-generating powerhouse. The seamless alignment of digital channels made it easier for prospective residents and families to find the community, engage with relevant content, and take the next step—whether it was requesting a brochure, booking a tour, or speaking with a sales advisor.

The result? A sustained increase in inquiries, a higher volume of tours, and more move-ins ultimately led Holbrook to achieve an impressive 94% occupancy across its communities. This case is a clear demonstration of how intentional, data-driven marketing can directly impact census growth and community success.

Learn How You Can See Results

Holbrook Case Study