Client Profile | Larkspur Communities

Cross-channel digital marketing strategy drives increased engagement in older age segments and results in pre-leases across multiple properties

Company Overview

Larkspur Communities provide vibrant, active living communities where active adults 55+ experience the joys of living life unencumbered by the responsibilities of owning a home. Larkspur provides resort-quality provisions, individualized management, and high-end living at affordable prices.


The Goals

The initial goals for this client were twofold. First, they wanted to drive brand awareness and gain general interest, particularly among those eligible for residence at a Larkspur community, or adult children whose parents were considering down-sizing. Second, they wanted to move those interested consumers through the decision-making process and ultimately convert into a pre-lease at one of their properties. We initially began advertising for a select couple of properties, but have since expanded their digital efforts to include other new and in-development properties.


The Strategy

Top-of-funnel tactics included programmatic display and video advertising, with the video component including assistance with video development and voiceover copywriting. Moving into mid-funnel components, we implemented social advertising campaigns in the areas where new developments were happening, as well as paid search advertising, which also moved consumers into the bottom of the funnel. Along with our highly targeted paid search ads, we also implemented a site retargeting campaign to make the client's brand more ``sticky`` and bring interested consumers back to their website multiple times.


The Results

Since launching our digital strategy in May 2019...

PPC ads have generated 219 conversions, with an overall conversion rate of 3.9%

Facebook ads generated 137 direct web conversions and ad posts saw a drastic increase in likes, shares, and comments

Programmatic display ads (static & video) resulted in 31 physical visits to one property, despite it still being in construction

Client has seen countless direct leads and pre-lease applications from our strategies

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