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Creating Results

everything mature consumers experience

Fairing Way

Fairing Way Web Pop-up Promo

Fairing Way Web Pop-up Promo

The Situation

Located within a master-planned, all-ages community, Fairing Way is a 55+ / CCRC hybrid, a new development sponsored by two highly respected nonprofit senior living providers.  

Fairing Way was offering pre-construction discounts for a limited time, a message that would best resonate with those already familiar with the planned senior living community.

The sales team didn't want the discount offer to be too pushy and worried about undermining their strong brand.

Fairing Way Web Pop-up Promo-situation

The Strategy

Direct attention to a landing page that emphasized potential savings rather than a heavy “retail” message.

The Solution

Creating Results implemented a pop-up promotional message that appeared within a few seconds of arriving at the website home page. 

The pop-up gave visitors a choice: they could proceed to a landing page that described the pre-construction savings offer OR they could say “no thanks” and proceed with their original explorations. 

If they opted out of the pre-construction information and came back to the site within 5 days, the pop-up would not appear. This kept the digital marketing technique from feeling invasive or pushy.

Fairing Way Web Pop-up Promo-solution

The Results

In the time period that the pop-up was in place, the savings landing page was one of the top five pieces of site content. Metrics showed the pop-up had successfully guided visitors to the desired information; 80% of the special-offer page views came directly from the home page.

Overall time on site was in line with historic averages. This relieved the sales team, as it indicated visitors were not put off by the promotional message.

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