Humanizing Senior Care Marketing
How Home 2 Home 4 Seniors leveraged regional expertise to drive 5.7x more leads
Challenge
Caring for aging parents is an increasingly common challenge families face. The process of selecting a suitable senior care facility is complex, involving factors like cost, location, and proximity to caregivers. This decision requires months of research and interviews, adding emotional strain.
In this context, Home 2 Home 4 Seniors saw an need to aid central Texas families through guidance and expertise in navigating the local senior care landscape. With competition from national and local providers, Home 2 Home aimed to leverage their personal connections and knowledge of area facilities.
Strategy
Home 2 Home opted for an integrated approach combining local TV and paid search. Local TV built awareness through testimonials, positioning their human touch and personal relationships. These stories resonated with central Texas families going through senior care journeys.
Paid search amplified TV’s impact, capturing those actively exploring care options and ready to learn more. Home 2 Home capitalized on TV-generated demand through targeted search ads. This combination aligned with their strengths in local expertise and connections.
Results
The integrated campaign generated remarkable lead growth. Local TV alone increased site traffic 16%. Adding paid search drove a further 552% traffic increase, showcasing the strategies’ synergy.
Leads grew 5.7x over pre-campaign levels. Home 2 Home leveraged complementary strategies and capitalized on their central Texas relationships through personalized storytelling and search targeting. The result was brand visibility and lead gen success.
