Active Adult Rental Community Sees Lead Generation Surge with Award-Winning Digital Advertising Campaign

Mulberry Farms came to us with a well-established offering: a 55+ active adult community filled with Americana charm. Their vision was clear — rental homes for those ready to enjoy the freedom of living without ownership responsibilities, all within a warm and lively community setting.

But despite their appeal, Mulberry Farms’ online presence wasn’t capturing their unique lifestyle, nor was it reaching the ideal audience. Facing a crowded senior living market around Prescott, AZ, they needed a voice that matched their charm along with a new approach for generating the right leads quickly.

Establishing a Strong Messaging Framework

To truly represent Mulberry Farms’ unique identity and offerings, we developed a messaging framework that served as the foundation for all future communications. Crafting this voice was a delicate process, involving close collaboration with stakeholders to ensure the language matched not only their vision but also the lived experience of the community. From word choice to tone, every detail was fine-tuned to resonate with active adults seeking connection and simplicity.

Building an Engaging Online Home Base

With the messaging framework established, our next step was to reimagine Mulberry Farms’ website copy — a home base for future digital advertising campaigns. The website needed to resonate with their audience, so we aligned each piece of copy with their new voice, creating content that truly reflected the spirit of the community.

Boosting Visibility & Driving Leads

Equipped with a newly aligned website and cohesive messaging, we launched a two-pronged digital advertising strategy for Mulberry Farms involving Google and Facebook.

For Google Ads, we started with an analysis of high-impact keywords and crafted ad copy designed to resonate with active adults. Through strategic ad group optimization and careful bid management, we delivered exceptional results:

• Top lead source: The landing page became Mulberry’s #1 digital lead generator with 4x more submissions than other site forms.
• Click-through rate: 2% (industry average 9.2%)
• Cost per click: $0.91 (industry average $2.10)
• Cost per conversion: $35.92 (industry average $87.36)
• Month-over-month growth:1% increase in clicks, 48.2% growth in conversions

On Facebook, we focused on increasing brand visibility and engagement. Recognizing that our audience was more active on Facebook than other social networks, we directed ad spend there and conducted A/B testing to determine video ads performed best, driving a notable level of engagement:

• Engagement rate: 85% (far surpassing typical interaction rates in senior housing)
• Click-through rate:4% (industry average 2.4%)
• Cost per click: $0.42 (industry average $0.65)
• Month-over-month growth: 2% increase in clicks, 12.0% growth in page views

This multi-faceted approach redefined Mulberry Farms’ digital presence: the revitalized website provided a solid foundation, compelling ad copy cut through the market noise and a strategic digital advertising strategy with continuous optimizations attracted the right residents.

The result? Online curiosity transformed into real-world visits, welcoming residents who instantly felt at home. Even more, our campaigns earned us the Excellence Award in Search Marketing/PPC (Pay-Per-Click) at the 2024 AZIMA TIM Awards.