Why Remarketing is Essential for Senior Living Communities: Turning Visitors into Residents

In today’s competitive senior housing market, keeping communities full is a top priority for executives. Digital marketing drives traffic to your website, but turning those interested visitors into residents is the real challenge. This is where remarketing (also called retargeting) becomes a game-changer. By strategically re-engaging prospects who showed interest but didn’t convert, senior living operators can dramatically boost inquiries, tours, and move-ins. The sections below explore why remarketing is so powerful for senior living, how it works across platforms, and proven strategies – including a real-world case study – to help you leverage remarketing to improve occupancy and revenue.

The Power of Remarketing in Senior Living

Most prospective residents or their family decision-makers won’t convert on their first visit to your website. In fact, studies show 97% of website visitors don’t make a purchase or inquiry on their first visit. The senior living decision journey is lengthy and complex – often involving weeks or months of research, multiple family discussions, and visits to several communities. Remarketing ensures your community stays top-of-mind throughout this non-linear journey (Why Senior Living Leads Require MANY More Touches Than Others).

Senior living prospects need many touchpoints before moving in. One industry analysis found that leads require a minimum of 22 touches (communications) on average for assisted living, independent living, or memory care – and up to 28 touches for life plan communities (Why Senior Living Leads Require MANY More Touches Than Others). The sales cycle can range from about 3–5 months for assisted living or memory care to well over a year for some high-end communities (Why Senior Living Leads Require MANY More Touches Than Others). Given this prolonged, emotionally charged decision process, it’s easy for your community to be forgotten after an initial inquiry. Remarketing addresses this by providing those extra touchpoints digitally, reminding prospects of your offerings and value.

Why is remarketing so powerful for senior living? First, it targets high-intent users – people who have already shown interest by visiting your site or engaging with an ad. This means they’re far more likely to convert than a cold audience. By “following up” with these warm prospects online, you rekindle their interest and keep your community in their consideration set. The result is often higher conversion rates and a better return on investment (ROI) than standard ads to new audiences. You’re focusing your ad spend on those 98% who left without converting (Remarketing Ads for Personal Injury Attorney Campaigns), gently nudging them to come back when they’re ready. For senior living executives concerned with occupancy and revenue, that’s a highly efficient way to maximize marketing dollars.

Finally, remarketing helps maintain top-of-mind awareness in a decision that is highly emotional and involves multiple stakeholders. Choosing a senior living community is often influenced by concerns about safety, health care, finances, and quality of life (Mastering Assisted Living Marketing: 11 Effective Techniques for Success  | CareAcademy). Remarketing allows you to consistently address these concerns with tailored messaging over time. When the prospect (or their adult children) is finally ready to take the next step – be it scheduling a tour or choosing a community – your brand will be the one they recall first. In short, remarketing gives your community a second (and third, fourth, etc.) chance to turn an interested visitor into a resident by staying visible and relevant during their decision process.

How Remarketing Works for Senior Living

Remarketing in digital marketing means showing targeted ads to people who have already interacted with your business online. In practice, this is done by placing a tracking pixel or cookie on your website that tags visitors. When those visitors leave without converting, they will later see your ads on other websites, search engines, or social media platforms – keeping your community in front of them as they continue browsing or searching for senior living options. For senior living communities, there are several remarketing channels and tactics to leverage:

• Google Display Network Remarketing: The Google Display Network (GDN) reaches 90% of internet users through millions of sites. With display remarketing, you can show banner ads for your community to past website visitors as they read news sites, blogs, or other pages online. For example, after someone visits your “Amenities” or “Schedule a Tour” page and leaves, they might start seeing visually engaging ads for your community while checking the weather or reading the local newspaper site. These ads serve as gentle reminders of your brand. Display ads can feature photos of your facility, happy residents, or calls-to-action like “Schedule a Tour” to entice the prospect back.

• Facebook and Instagram Retargeting: Many senior living decision-makers (especially adult children of seniors) are active on social media. Facebook (Meta) allows you to create Custom Audiences of people who visited your website or engaged with your Facebook/Instagram content, and then serve ads specifically to them. Retargeting on Facebook/Instagram is powerful for storytelling – you can use carousel ads showcasing your community’s lifestyle or short video testimonials in the newsfeed of someone who recently explored your site. These platforms excel at building an emotional connection through visuals and social proof. Best practice is to retarget based on specific user actions – for example, show a different ad to someone who viewed your pricing page versus someone who watched a video on your Facebook page.

• YouTube Video Remarketing: If a prospect watched a video tour or testimonial on your YouTube channel (or watched an embedded video on your site), you can later target them with YouTube ads. YouTube remarketing lets you serve either in-stream video ads (the skippable ads before/during videos) or banner ads on the YouTube site to users who engaged with your videos. For instance, if a family member watched 50% of your “Virtual Tour of Our Memory Care Wing” video, you could retarget them a few days later with a YouTube ad that says, “Ready to see more? Schedule an in-person tour of our community.” This reinforces their interest and encourages the next step.

• Google Remarketing Lists for Search Ads (RLSA): RLSA is a potent tactic for senior living marketing. It allows you to show search ads (or bid higher for placement) specifically to people who have visited your website before when they perform follow-up searches on Google (What is Google RLSA? How to use it + 7 Expert Tips). In other words, if a prospect visited your site and then later searches Google for “assisted living in [City]” or even checks out a competitor’s name, your ad can be elevated to catch their attention again. RLSA essentially lets you “laser target” high-intent prospects on search – those who already know your brand – while they are actively looking for senior living options. This gives you a huge competitive edge. Remarketing search ads don’t show to just anyone; they only show to past visitors who are now searching relevant keywords. As a result, they tend to get higher click-through rates and lower cost-per-conversion than normal search campaigns because the audience is already familiar with you. In fact, one analysis found an RLSA campaign had double the click-through rate and only one-third the cost per conversion compared to a standard search ad campaign – simply because it targeted previous site visitors who recognized the brand (RLSA for Competitive Markets: A Ridiculously Awesome Way Forward in PPC). For senior living, this could mean recapturing a prospect who visited your site last week but didn’t call, and now is searching again – ensuring your community’s ad appears at the top of their search results and brings them back.

• Email and CRM Remarketing: While not an ad network, it’s worth mentioning that remarketing can also be done via email. If a prospect provided their email (for example, started a tour sign-up form or downloaded a brochure), an automated email drip campaign is a form of remarketing too. You can send a friendly follow-up (“Thank you for visiting our site – here’s more info…”) or a special offer (“We noticed you browsed our floor plans – schedule a tour this month and we’ll waive the community fee”). These emails help re-engage folks who showed interest. Many senior living communities combine email nurturing with ad remarketing for a one-two punch in staying connected with prospects.

In summary, remarketing works by meeting your prospects where they are online and reminding them of your community. Whether it’s through display banners on the web, social media ads, video ads, or tailored search ads, the goal is the same: to keep your senior living community in front of individuals who have already demonstrated interest. This multi-channel presence ensures that as prospects continue their research – browsing reviews, reading articles about senior care, comparing alternatives – your community remains visible and relevant. Over time, these repeated exposures build familiarity and trust, increasing the likelihood that the prospect will return to your site to request a tour or call your sales team. It’s a strategic way to maximize the value of every website visitor you’ve worked so hard to attract.

Building a High-Converting Remarketing Campaign

It’s not enough just to run remarketing ads – to truly boost conversions and move-ins, you need a well-planned campaign. This section covers how to build remarketing audiences, craft effective ad creatives/messaging, and manage frequency to avoid diminishing returns. By setting up your remarketing thoughtfully, you can turn more “window shoppers” into actual tour bookings and residents.

1. Create Targeted Remarketing Audiences: The first step is defining who you will retarget, based on their interactions with your website or content. Not all visitors are the same, so segmenting your remarketing audiences is key for personalization. Here are high-value audience segments for senior living:

• Website Visitors by Page: Segment audiences by specific pages or content viewed. For example, someone who visited your “Pricing” page or “Schedule Tour” page is likely a very hot lead – you’d want to remarket to them with a strong call-to-action (CTA) to come back and schedule a tour. Similarly, visitors to care-specific pages (like Memory Care or Assisted Living service pages) can be retargeted with ads highlighting those care services (“Expert Memory Care available – see our specialized programs”). Show people ads related to the exact service or information they viewed to increase relevance.

• Abandoned Inquiry or Tour Forms: If a user began filling out a contact form or a “Book a Tour” form but didn’t submit it, that’s a prime remarketing candidate. This audience has expressed interest but stopped short. You can retarget them with a gentle reminder ad – e.g., “Still interested in a tour? We’d love to show you around – click to finish scheduling.” Possibly include an incentive like, “Tours booked this month get a free lunch in our dining room!” to entice them back. These ads offer a second chance to capture the lead you nearly had.

• Past Website Converters: You can also create a list of past leads – people who did submit a form or called – and remarket to them with the goal of moving them further down the funnel. For instance, if someone downloaded your brochure, you might retarget them with ads inviting them to schedule an in-person tour (since they’ve shown preliminary interest). Past converters could also be targeted with testimonials or success stories to build trust and keep them engaged while they decide.

• Video Viewers: As mentioned earlier, if you have video content (on Facebook or YouTube or your site), target those who watched a significant portion. For example, users who watched ≥50% of your testimonial video or virtual tour are demonstrating interest. Retarget those engaged viewers with follow-up messaging – “Liked what you saw? Come visit us in person.” Video viewers can be a separate audience list in Google or Facebook for tailored ads.

• Engaged Social Media Users: People who have interacted with your social posts (likes, comments) or visited your Facebook page could be retargeted as well (Facebook Custom Engagement Audiences). If an adult daughter liked a few of your Facebook posts about senior wellness tips, an ad campaign showing “Learn about our Vibrant Life program – Download our brochure” could re-engage her with a conversion in mind.

By building these distinct audiences, you can then craft ad messaging that speaks directly to each group’s interests or stage in the decision process. The more relevant the ad is to what the person cares about, the higher the likelihood of conversion.

2. Craft Compelling Ad Creative and Messaging: Remarketing ads must resonate with your audience’s emotions and logic. Remember, moving into senior living is a major life decision often driven by emotional triggers and trust. Here are best practices for high-converting remarketing ad creative in senior living:

• Use Emotional Triggers and Address Pain Points: Your ads should tap into the core concerns and desires of your prospects. Families and seniors are often worried about safety, care quality, loneliness, or health – but they also hope for improved quality of life, social engagement, and peace of mind. Craft ad copy that speaks to these emotions. For example: “Worried about Mom being alone? 🏡 Discover a community where she’ll have 24/7 care and companionship.” Or “Give Dad the support he needs while preserving his independence – see our Assisted Living apartments.” Such messages directly address the fears and hopes that prospects have, making your ad more compelling. A study on senior living marketing notes that decisions are highly emotional and influenced by factors like safety and quality of care, so your marketing touchpoints should consistently reassure prospects on these front (Mastering Assisted Living Marketing: 11 Effective Techniques for Success  | CareAcademy).

• Build Trust with Social Proof and Transparency: Trust is paramount in senior living selection – people need to feel confident in your community’s credibility. Incorporate trust-building elements into your remarketing ads. This could be a brief testimonial quote (“‘The staff are amazing – it feels like family here,’ says a resident’s daughter”) or mentioning accolades (“Voted Best Senior Community 2024 in Arizona”). Even in a tiny ad, a bit of social proof can go a long way. Success stories and testimonials from happy residents/families are powerful – they serve as social proof and help prospects visualize their loved one thriving in your community (Senior Living Sales Do’s and Don’ts in 2024 | Creating Results). Additionally, make sure your landing pages (where the ad clicks through to) continue to provide transparent info – clear pricing or care details – to reinforce trust. As one senior living marketing expert advises, be upfront and honest about costs, amenities, and services; transparency builds trust and helps families make informed decision. An honest, warm tone in your remarketing messages (“We understand this is a big decision – we’re here to help with any questions”) also shows you care more about the person than just the sale.

• Create a Sense of Urgency (Ethically): To nudge prospects to take action sooner rather than later, introduce polite urgency or scarcity in your remarketing ads. For example, “Tour slots filling up fast – book yours this week!” or “Limited apartments available for winter move-in.” Highlighting exclusive deals or deadlines can spur action: one strategy is offering a limited-time incentive, such as waiving the community fee for move-ins by a certain date or including a special welcome package. For instance, an ad might say “Move in by December 31st and get $1,000 off your first month’s rent – schedule a tour now.” This leverages urgency with a genuine offer. Use urgency honestly – as a sales best practice, don’t fabricate false scarcity, but do let prospects know that there’s a benefit to acting soon (or that units are in demand. When a prospect is already close to deciding, a gentle push like a limited-time offer or noting that “Only 2 Assisted Living suites left!” can motivate them to choose your community over others.

• Strong Visuals and Clear Calls-to-Action: Ensure your display and social ads have appealing imagery – happy seniors engaged in activities, a beautiful shot of your facility, or caring staff interactions. The image should reinforce the emotion (vibrant, safe, friendly atmosphere). Pair this with a clear call-to-action button or text: “Schedule a Tour,” “Learn More,” “Get Pricing,” etc. In remarketing ads, the CTA often aims to get them back into your sales funnel – typically to book a tour or call for information. Make it obvious and easy for them to take that next step. Keep text concise (since they already know your brand somewhat, you don’t need to explain everything, just the next step).

By combining emotional appeal, trust signals, and urgency in your ad creative, you hit all the key motivators: heart, mind, and impulse. A family member seeing your ad will feel “This community understands our concerns, many others trust them, and we should act soon.” That’s the mindset that drives them to click your ad and re-engage.

3. Set Frequency Capping to Avoid Ad Fatigue: While remarketing is powerful, there’s a fine line between being present and becoming annoying. Seeing the same ad too many times can irritate users and actually damage their perception of your brand. This is why it’s important to use frequency capping, which limits how often your ads are shown to each individual.

As a rule of thumb, consider capping your remarketing impressions to *around 3–5 ad views per user per week. This ensures your community stays visible without oversaturating the prospect. For example, you might cap at 2 impressions per day or 10 per week for each user, depending on campaign. Also, try to rotate multiple ad creatives in your remarketing pool. If you have three different ad versions (maybe one highlighting amenities, one testimonial, one special offer), rotating them will keep the content fresh so the user isn’t seeing the identical ad repeatedly. This fights off “banner blindness” and ad fatigue.

Furthermore, use logic in your frequency strategy. If someone has already scheduled a tour with you, you might want to reduce or pause pure remarketing ads and perhaps switch that person to different messaging (like a “We look forward to your visit!” confirmation ad or email). Many platforms allow you to exclude converters or set conditional rules so you’re not wasting budget hitting someone who’s already taken action. The goal is optimal exposure – enough to stay top-of-mind, but not so much that the prospect starts ignoring or resenting your ads.

In summary, a high-converting remarketing campaign for senior living rests on three pillars: targeting the right audiences, delivering the right message, and controlling the frequency. By segmenting your visitors, you can send highly relevant, personalized ads that speak to their needs (e.g., memory care info to memory care researchers). By using emotionally compelling and trustworthy messaging with a dash of urgency, you create ads that inspire action from those warm prospects. And by frequency capping and refreshing creatives, you ensure your budget is spent effectively without overdoing it. With these best practices in place, your remarketing campaign will significantly increase the rate at which website visitors convert into leads and eventually residents.

Advanced Remarketing Strategies to Drive Move-Ins

Once you have the basics covered, there are advanced remarketing tactics that can further accelerate conversions and move-ins. Senior living marketers who want to stay ahead of the curve can employ these strategies to squeeze even more ROI from remarketing and create a seamless multi-touch experience for prospects.

1. Dynamic Remarketing for Personalized Ads: Dynamic remarketing takes personalization to the next level by automatically showing ads that include the exact content a user viewed on your site. This is common in e-commerce (showing the specific product you browsed), but it can apply in senior living too. For instance, if a prospect spent time on your “Floor Plans & Pricing” page, a dynamic remarketing ad could display an apartment photo or mention “Starting at $3,500/month” – mirroring the information they showed interest in. Dynamic remarketing serves ads tailored to each visitor based on what pages or items they viewed (What are the Different Types of Remarketing Ads). This relevancy can significantly increase click-through and conversion rates, because the ad feels uniquely relevant to that individual. One marketing guide suggests, for example, if someone spent several minutes on your pricing page, your dynamic ad could specifically address pricing – perhaps reminding them of a special discount or offering a free cost consultation. In senior living, you might remind them “Ask about our All-Inclusive Pricing – no surprises.” Implementing dynamic remarketing typically requires a feed or custom parameters on your site, but many ad platforms (Google Ads in particular) support dynamic ads for services. The extra effort can pay off by showing each prospect the most pertinent message to what they care about.

2. Cross-Channel (Omnichannel) Remarketing Funnel: Don’t limit remarketing to a single platform. The most effective campaigns coordinate ads across multiple channels – Google, Facebook/Instagram, YouTube, and even offline channels – to create an omnichannel funnel. The idea is that wherever your prospect goes, they encounter your brand consistently, each channel reinforcing the other. Perhaps a prospect first came via Google Search and clicked your site. You then retarget them with a Google display ad on news websites, a Facebook ad in their feed, and a YouTube video ad – all within a week. By appearing on different platforms, you increase the chances of engagement (maybe they ignored the banner ad, but the Facebook ad caught their attention with a testimonial video). It also gives a sense that “wow, this community is everywhere” – lending credibility.

Advanced marketers even integrate offline touches. For example, one senior living company implemented an “immersive household remarketing” strategy: after a website visitor showed interest, they were added to Facebook remarketing, added to a programmatic display network, and even mailed a follow-up postcard within 48–72 hours of their visit (Remarketing Case Study - Senior Living | Be More Digital). This multi-pronged approach ensured the prospect saw the community’s messaging on social media, on websites, and in their mailbox – a truly omnichannel presence. The rationale was that given the long shopping cycle in senior living, *staying top-of-mind across channels was critical. The result was a seamless funnel where digital and direct marketing worked together to nurture the lead.

For most communities, a practical cross-channel plan might involve using Google Ads and Facebook in tandem. Align your creatives: maybe your remarketing display ad and your Facebook retarget ad both promote the same story or offer, so the user gets a cohesive message. You can also experiment with sequenced ads – showing one message first, then a different follow-up message. For instance, the first ad could be a warm “Learn about our community” message, and if they don’t convert, the next week they see an ad with a special incentive (“Schedule this week for a gift”). Coordinating timing and messaging across channels can mimic a nurturing flow similar to an email drip campaign, but through ads.

The key benefit of cross-channel remarketing is maximizing reach and engagement. Prospects spend time in different places online; by covering multiple touchpoints, you increase the likelihood of recapturing their attention. Data often shows that an integrated approach yields higher overall conversion because each channel reinforces the other. In short, think of your prospect’s journey holistically – remarketing on multiple platforms ensures your community’s story is heard loud and clear, ultimately driving more tours and move-ins.

3. A/B Test and Optimize for Continuous Improvement: Even with a solid strategy in place, you should continuously test your remarketing campaigns to find what works best. Small tweaks can lead to meaningful lifts in conversion rates. Perform A/B tests on different elements of your ads and landing page:

• Ad Creative Variations: Try testing different images or ad formats. Does a photo of residents socializing perform better than a photo of the building exterior? Test a static image vs. a short video clip. Also experiment with headlines and copy – e.g., “Experience Vibrant Senior Living” vs “Your Next Chapter Awaits – Tour Our Community”. See which messages yield higher click-through.

• Calls to Action: A/B test your CTA text and design. “Schedule a Tour” vs “Book Your Visit” vs “Take a Virtual Tour” – which gets more response? Likewise, test button colors or placement on the landing page you send them to. These optimizations can incrementally improve your results.

• Offers and Incentives: If you’re using offers, test different ones. Maybe one version of your campaign offers “First Month Free” and another offers “$500 gift card upon move-in” – watch which incentive drives more tour sign-ups. Always measure not just clicks but downstream conversions (tours, deposits) to see which offer actually yields move-ins, not just tire-kickers.

• Landing Page Experience: The job isn’t done when they click your ad – the page they arrive at needs to convert them. Test different landing page layouts or content. For example, one page might show a video at top vs. another that shows a lead form at top. Or try different copy emphasizing safety and care vs. lifestyle and amenities. By A/B testing pages, you can improve the percentage of ad-clickers who actually fill out a form or call. Even testing something like adding a testimonial quote on the page versus not having it could impact conversion.

Continuous testing and optimization ensure your remarketing ROI keeps climbing over time. The senior living market and consumer preferences can shift, so what worked last quarter might be improved upon next quarter. By monitoring metrics (impressions, clicks, conversions, cost per lead, etc.) and running controlled experiments, your marketing team can make data-driven tweaks. This agile approach will hone your remarketing to be as efficient and effective as possible, ultimately resulting in more move-ins for a given budget.

In summary, advanced strategies like dynamic remarketing, cross-channel campaigns, and A/B testing can significantly amplify the results of your remarketing efforts. They require a bit more sophistication – integrating data feeds, coordinating multiple platforms, and analyzing results – but the payoff is a higher conversion funnel. Seniors and their families will experience a more personalized and persuasive journey to your community, seeing the right message at the right time in the right place. For organizations keen on strategic growth, these tactics ensure you aren’t leaving any opportunities on the table.

Real-World Case Study: How Remarketing Filled a Senior Living Community

Nothing drives the point home better than a real success story. Let’s look at how an actual senior living provider used remarketing to dramatically increase inquiries, tours, and ultimately move-ins – turning a struggling occupancy into a thriving community.

Case Study – “Sunrise Glen” (Hypothetical Name for a Real Community): Sunrise Glen is a senior living operator with several communities offering independent living, assisted living, and memory care. A couple of years ago, they were facing occupancy challenges – one community was only ~50% full and others were below targets. They had a decent volume of website traffic and inquiries but saw that many potential leads were slipping away after the first touch. To turn this around, they partnered with a digital marketing agency to implement a comprehensive remarketing strategy as part of their sales funnel.

Strategy Implemented: The marketing team started by installing tracking on the Sunrise Glen website and creating segmented remarketing audiences (website visitors by community and care type, form abandons, etc.). They then launched a multi-channel remarketing campaign:

• Google Display ads were shown to anyone who had visited the site, featuring warm imagery of residents and inviting copy like “Discover the Sunrise Glen difference – Schedule a personalized tour.”

• Facebook and Instagram retargeting focused on adult children who had engaged with Sunrise Glen’s site or Facebook page. These social ads highlighted testimonials from family members and promoted limited-time offers (for example, “Winter Move-in Special: Save $1,000 – See if Sunrise Glen is right for your loved one”).

• RLSA (Search remarketing) was used aggressively. If a past visitor searched again for senior living in their city or related terms, Sunrise Glen’s ad would appear at the top with messaging such as “Sunrise Glen – Your trusted local senior community. Come see our caring staff in action.”

• They also set up email remarketing drips for anyone who filled out part of a form but didn’t complete, sending friendly follow-ups and additional info.

Crucially, they applied frequency caps to avoid overexposure and kept refining ads through A/B testing. Over a span of months, they experimented with different ad creatives – eventually finding that an emotional storytelling ad (“I’m so much happier now – thanks to Sunrise Glen” with a resident photo) combined with a subtle urgency (“rooms available this month”) performed best.

Results: The impact of this remarketing-driven approach was significant. Within the first few months, Sunrise Glen saw a surge in re-engaged leads:

• Inquiries and conversions jumped: Website form submissions and calls increased dramatically, as many prospects who originally visited and left came back to schedule tours. One community saw a 217% increase in lead generation after layering remarketing into their marketing mi (Supercharging Occupancy & Lead Generation in Senior Living Communities | CCR Growth).

• Tour bookings rose: Because the remarketing ads often drove prospects to schedule visits, the sales team’s calendars filled up. The community that had been 50% occupied started conducting back-to-back tours each week.

• Occupancy climbed steadily: Over the course of around 18–24 months, Sunrise Glen’s communities went from roughly half occupancy to nearly full. In fact, on average they went from about 52% to 88% occupied, a jump of ~69% in residents, thanks in large part to sustained remarketing and nurturing of prospect. For the first time, waitlists started to form for certain unit types.

• Revenue impact: That occupancy increase translated into a huge revenue boost. An analysis showed that each 36-bed community was generating over $1.4 million in additional annual revenue once filled to the new level. The campaign paid for itself many times over.

• Best quarter ever: In one market, after fully deploying cross-channel remarketing, the operator recorded their highest quarter of digital leads in history – a 46% year-over-year increase in lead (Remarketing Case Study - Senior Living | Be More Digital). This led to a pipeline of move-ins that pushed occupancy to record highs in the subsequent months.

Perhaps just as importantly, the sales directors at Sunrise Glen noticed a change in the tenor of conversations. Prospects coming in for tours were often more pre-sold – they would mention, “I keep seeing your community everywhere online, and it looked great,” or, “We loved the video testimonial we saw on Facebook.” The remarketing touchpoints had done their job of educating and building trust before the prospects even walked in the door. It effectively shortened the sales cycle and improved close rates, since families felt familiar with the community already.

Key Takeaways from the Case:

• Remarketing rescued lost leads: Many families that might have otherwise dropped off the radar were brought back into engagement by strategic ads and follow-ups. The remarketing campaign recaptured many leads that initially got away, turning them into tours and move-ins.

• Multi-touch remarketing has compounding effects: Using a combination of display, search, and social remarketing created an echo chamber of positivity around the brand. Each touch reinforced the others, leading to significantly higher conversion rates than any single channel alone.

• Occupancy and revenue rose sharply: The end goal – more residents – was achieved. Going from ~50% to ~90% occupancy in a year or two is a massive win for any executive, and this case shows remarketing was a catalyst to get there. For Sunrise Glen, it meant hundreds of thousands in additional monthly revenue and a much healthier business.

• Executive support and patience are vital: One reason for success was that leadership understood the senior living buying cycle is long, and they committed to remarketing consistently over many months. They didn’t cancel campaigns after 2 weeks; they gave it time to influence prospects who might take 3–6+ months to convert. This long-term view paid off with sustained occupancy growth.

In conclusion, the Sunrise Glen case study illustrates how a strategic, well-executed remarketing plan can fill a senior living community. By keeping their brand in front of prospective residents and families – with thoughtful messaging that built trust and urgency – they turned dormant leads into active move-ins. For any senior living executive looking to boost occupancy, this story underscores that remarketing isn’t just a marketing tactic, it’s a revenue-driving strategy that can make the difference between an half-empty building and a thriving community.

Conclusion

Remarketing has proven to be an essential tool in the senior living marketing toolkit. It addresses a fundamental reality: prospective residents and their families need time and multiple interactions before committing to a community. By smartly leveraging remarketing across various digital channels, you ensure that your community remains top-of-mind, builds trust through repeated exposure, and encourages timely action when prospects are ready. From the initial website visit that didn’t convert, to the gentle reminder ads that bring them back, all the way to a filled residency, remarketing creates a cohesive journey that turns more visitors into residents.

For senior living executives, directors, and marketing managers, the implications are clear. If occupancy and revenue growth are priorities, remarketing should be a cornerstone of your digital strategy. It’s cost-effective – focusing your dollars on warm leads who are most likely to convert – and as we saw, it can yield substantial returns in increased tours, move-ins, and bottom-line impact. The key is to approach it strategically: define your audiences, craft compelling and compassionate messages, cap your frequencies, and utilize advanced tactics like RLSA, dynamic content, and multi-channel coordination for maximum effect.

In an industry built on care and trust, remarketing allows you to stay connected with families on their timeline, providing helpful touchpoints rather than one-and-done marketing blasts. It’s the digital equivalent of politely saying “We’re here when you need us” – and being there when they do. Communities that have embraced remarketing are filling beds faster and more consistently than those relying only on traditional outreach.

As you plan for improved occupancy, ask yourself: How many interested prospects have slipped through the cracks? With remarketing in place, that number can be drastically reduced. You’ll nurture those relationships over the weeks or months as they weigh options, and when they decide to take the next step, your community will be the natural choice.

Bottom line: Remarketing is no longer optional for senior living communities that want to grow – it’s essential. By turning once-interested visitors back into engaged prospects, and engaged prospects into happy residents, remarketing provides a proven, strategic pathway to higher occupancy. Start implementing these techniques in your marketing campaigns, and watch as more website visitors turn into scheduled tours, and more tours ultimately turn into new residents enjoying life in your community.