Case Study: Mulberry Farms -- Digital Advertising for Active Adult Community
Mulberry Farms is a 55+ active adult community in the Prescott, AZ area offering rental homes with Americana charm. Aker Ink developed messaging, rebuilt the website, and launched an award-winning Google Ads and Facebook campaign that transformed online curiosity into real-world visits.
Client Background
Mulberry Farms came to Aker Ink with a well-established offering: a 55+ active adult community filled with Americana charm offering rental homes for those ready to enjoy the freedom of living without ownership responsibilities. Despite their appeal, Mulberry Farms' online presence was not capturing their unique lifestyle nor reaching the ideal audience. Facing a crowded senior living market around Prescott, AZ, they needed a voice that matched their charm and a new approach for generating the right leads quickly.
Strategy
- Messaging Framework -- Developed a comprehensive messaging framework through close collaboration with stakeholders, fine-tuning word choice and tone to resonate with active adults seeking connection and simplicity.
- Website Copy Overhaul -- Reimagined website copy aligned with the new voice, creating content that truly reflected the spirit of the community.
- Two-Pronged Digital Advertising -- Launched a Google Ads and Facebook strategy equipped with the newly aligned website and cohesive messaging.
Google Ads 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: 13.2% (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: 14.1% increase in clicks, 48.2% growth in conversions
Facebook Ads Results
- Engagement rate: 85% (far surpassing typical interaction rates in senior housing)
- Click-through rate: 3.4% (industry average 2.4%)
- Cost per click: $0.42 (industry average $0.65)
- Month-over-month growth: 49.2% increase in clicks, 12% growth in page views
The result: online curiosity transformed into real-world visits, welcoming residents who instantly felt at home.
Contact and Location
Aker Ink PR & Marketing | P.O. Box 1775 | Scottsdale, AZ 85252 | (480) 269-2291 | https://akerink.com