Community First Solutions Senior living

Overview

Community First Solutions (CFS) Senior Living, part of the nonprofit Community First Solutions network, operates four vibrant communities: Westover, Berkeley Square, Montage Mason and The Patterson. These communities are designed for active older adults who prioritize independence, maintenance-free living and access to high-quality care.

When CFS Senior Living partnered with Marketing Essentials, they sought to redefine their digital presence to better align with their strategic goals. Their existing website presented several challenges: Berkeley Square and Westover, while close in proximity, required clear differentiation due to their unique size, culture and demographics. Montage Mason and The Patterson, their newest communities, needed to stand out in a highly competitive market. Additionally, their site had not previously focused on lead generation, a key priority to drive census growth across campuses.

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Tailored Solutions for Senior Living Growth

Website
Search Engine Optimization
Digital Advertising
HubSpot Marketing Automation and CRM Integration

Website

To address CFS Senior Living’s challenges and achieve its digital goals, we designed and built a unified website that brought together its four distinct communities, which had previously operated with separate sites. Our approach included:

User-Centered Design

  • Created a user-friendly platform showcasing services, amenities and interactive floor plans.
  • Incorporated more photography to provide a visually engaging and informative user experience.
  • Reflected the unique personality and culture of each community, allowing prospective residents and families to better understand their offerings.

Lead Generation and Growth Focus

  • Streamlined the user journey with information that guides visitors through their decision-making process while simultaneously capturing leads for the sales team via downloadable resources and a virtual assistant.
  • Integrated an events strategy, enabling the promotion of special events and activities directly on the website to capture leads and drive attendance.
  • Designed the site with growth in mind, ensuring scalability to meet future needs.
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Search Engine Optimization

To ensure the success of the newly consolidated website, we implemented a comprehensive Search Engine Optimization (SEO) strategy. The optimization focused on improving search visibility and driving organic traffic. Our approach included:

SEO Enhancements

  • Optimized title tags, meta descriptions and headers across all pages to align with targeted keywords and improve click-through rates.
  • Developed a keyword map to strategically align high-value keywords with relevant pages, ensuring stronger search engine ranking potential.
  • Improved internal linking throughout the site to enhance navigation for users and search engines.

Results
The results of these efforts were seen within just four months of the new website's launch:

  • Organic traffic doubled, with a 104% increase in organic sessions compared to the baseline established from the four previous websites.
  • Total website sessions from all sources increased by 5% quarter-over-quarter, showcasing the effectiveness of the site’s improved structure and SEO strategy.
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Digital Advertising

A digital advertising strategy was put in place to increase brand awareness, generate leads and support community-specific goals. The strategy included targeted campaigns for key services and audiences.

A key element of the strategy included launching a Google Ads grant campaign. Within a year, the grant drew significant traffic to the website and brought in new leads.

When The Patterson was acquired, paid search, display and social media ads were deployed to inform the public of the rebranding and build awareness of the transition. These efforts played a critical role in positioning The Patterson as a premier option in its market.

The digital advertising strategy delivered measurable success:

  • The Montage Mason community achieved 100% occupancy just over a year after its acquisition.
  • CFS Senior Living saw increased brand awareness and engagement across all their communities, driving growth and long-term success.
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HubSpot Marketing Automation and CRM Integration

To enhance efficiency, improve lead management and enable real-time reporting, HubSpot’s marketing automation platform was set up for all communities and integrated with their Aline CRM. These integrations provided the tools necessary for a data-driven approach to sales and marketing. The approach included:

  • Seamless integration of the HubSpot and Aline CRM across all communities, creating a unified system for managing inquiries, tracking data and automating marketing efforts.
  • Enhanced tracking of inquiry sources to better understand lead origins and optimize marketing strategies accordingly.
  • Real-time reporting and data dashboard set up to allow the team to monitor performance metrics and respond accordingly. By centralizing data within HubSpot and Aline, Community First Solutions could make informed decisions that aligned with their sales and marketing goals.

These improvements streamlined operations, centralized data and enhanced collaboration between teams, helping to manage and drive growth across all communities effectively.

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