Lead Volume Growth
Monthly Qualified Leads
Time to Results
The Challenge
Harmony Senior Living, an assisted living facility in New York City with 48 available units, was operating at 62% occupancy — significantly below their break-even point. They had tried a few marketing initiatives over the years with little success and were relying primarily on a placement agency that charged high referral fees.
They came to us with a clear goal: fill their remaining units within 6 months without continuing to pay referral fees that were eating their margins.
- 12 leads per month (mostly referral agency)
- 62% occupancy (29 of 48 units filled)
- Heavy dependence on paid referrals
- No paid digital advertising
- No CRM or lead tracking system
- Website converting at 0.8%
- 180 leads per month
- 94% occupancy (45 of 48 units)
- Eliminated referral agency dependency
- 4 active digital ad channels
- Full CRM pipeline implemented
- Website converting at 6.2%
The Multi-Channel Strategy
Unlike home care agencies that serve clients indefinitely, assisted living facilities have a defined capacity. Our strategy was to maximize lead volume fast using every available channel simultaneously, then shift to a more efficient model once full occupancy was achieved.
Google Ads
Local search campaigns targeting "assisted living near me," dementia care, and memory care keywords in all 5 NYC boroughs
Facebook Lead Ads
Lead generation campaigns targeting adult children 45–65 in NYC with interests in senior care, AARP, and caregiving
Local SEO
Google Business Profile optimization and local landing pages for each NYC borough they served
Email Nurture
6-email nurture sequence for leads who didn't convert immediately — answering common objections and building trust
Landing Page Conversion Optimization
We rebuilt their website's main landing page and created 3 ad-specific landing pages. Key changes:
- Moved from a long, text-heavy page to a clean, conversion-focused design
- Added a free "Virtual Tour" CTA as the primary offer (higher conversion than "Contact Us")
- Displayed real photos of the facility, rooms, dining area, and activities
- Added pricing transparency section — families skip over facilities that hide pricing
- Included 8 genuine testimonials from families of current residents
- Added an AI chat widget for 24/7 inquiry handling
CRM Implementation
One of the biggest wins was implementing a proper CRM (we set up HubSpot) so the admissions team could track every lead through their sales pipeline. Previously, leads were tracked in a spreadsheet — meaning many fell through the cracks.
With CRM tracking, we identified that 35% of leads who didn't initially book a tour would eventually convert if nurtured with a 3-touch follow-up sequence within 7 days.
💡 Key Insight: Families considering assisted living typically take 4–6 weeks to make a decision. The facilities that win are the ones with the best follow-up process, not necessarily the best ads. Our email nurture sequence converted 12% of initially-cold leads into tours over 45 days.
The 90-Day Results
By the end of Month 3, Harmony Senior Living had filled 45 of their 48 units — achieving 94% occupancy. More importantly, they had eliminated their dependence on high-cost referral agencies and built a predictable, owned lead generation system they control.
The remaining 3 units were filled within the following month.
Financial Impact: At their average monthly rate of $5,800/unit, filling 16 previously empty units generated approximately $92,800 in additional monthly revenue — from a marketing investment of $6,000/month. ROI: 15x.
Client Testimonial
"From 12 to 180 leads in 90 days — I honestly didn't believe it was possible. HOMECARE DIGITALGROW built us a complete marketing system from scratch. Now we have a full waitlist for the first time in our facility's history. The ROI is extraordinary."