Case Study
The Grove on Forest Lane
Re-engagement
Overview
Based in the Dallas-Fort Worth market, MedCore Partners is one of the premiere healthcare and medical real estate groups in the country. In 2023, it acquired, refurbished and rebranded a struggling community. Now a mixed-care community, The Grove on Forest Lane (The Grove) emerged as a community with a “hometown” feel. All it needed was residents.
THE GOAL
Obstacles
- Following a complete refurbishment, the community was ready to fill units, but had a list of cold leads with limited insight into the prospects and their move-in status
- The Grove on Forest Lane was a new brand targeted at a different market than the previous community; it needed to build market awareness quickly
Solution: Re-engagement & Campaign
Following a rebrand and new website with a focus on content and SEO, Markentum proposed a series of email sequences designed to re-engage previous prospects who slipped through the sales cracks, showcase the benefits and lifestyle of the new community, and build trust while driving the buyer’s journey.
The previous owners had left a lot of old contacts in the CRM, and the first order of business was to discover if these contacts were still in the market for a new senior living community. Markentum created an awareness campaign to re-engage prospects and give them an opportunity to opt-in to ongoing communications. The Grove and Markentum were thrilled to achieve a 34% open rate on this initial campaign with less than 1% unsubscribing.
With the lead list set, Markentum created a seven-sequence Lead Nurturing campaign that highlighted the community’s new homier lifestyle, showcased Assisted Living and Memory Care services and leveraged Roobrik to help prospects identify their own care needs. The campaign net an unprecedented 50% average open rate by offering prospects different types of content. This strategy engaged almost 250 prospects.
Markentum sprinkled a series of event and promotional emails into the mix to raise the level of excitement about the community and its benefits. With ten emails in this sequence, the campaign net a 36.5% open rate.
Results.
Over the course of the three email campaign types, The Grove counted 437 leads, 132 Initial tours (107 return tours) and 51 move-ins.
Just as important was the knowledge both Markentum and The Grove team gained about its buyer journey. It took a multi-media campaign—including tours, sales calls, website content and multiple email marketing campaigns—to drive the final buyer decision.