Type: Digital Marketing and Sales
Client: Fairing Way
Deliverable: Digital Marketing, Sales
Meet Your Prospects Where They Are: ONLINE!
THE SITUATION
Fairing Way is an independent living community just south of Boston. The community opened its first phase in 2016, with all residents moved in by the end of 2020. Since the initial marketing plans in 2011, the community has evolved and is now primarily focused on the digital space.
STRATEGY
As an independent living community, Fairing Way’s target audience is on the younger end of the 65+ spectrum. Particularly over the last two to three years, studies show that Baby Boomers are spending more time online and less with traditional forms of media like print and direct mail.
Therefore, the strategy for Fairing Way evolved to focus more heavily on digital media, following prospects through their journey from both a marketing and sales perspective. From their first inquiry online through the sales process, many of the steps and touchpoints are digital.
When Covid hit, we knew we needed to depend more heavily on digital. Our plan evolved to include more digital lead-generating tactics along with virtual events and tours. This was fortuitous, as the landscape for lead generation has definitely shifted to needing a larger digital footprint and our lead generation and nurturing plans were highly effective in helping us reach our goals in a shorter period of time than conventional marketing strategies would have allowed.
Contact record from SharpSpring showing behavior-based triggers.
SOLUTIONS
Fairing Way’s marketing plan uses digital marketing and sales tools throughout a prospect’s entire journey. Using tactics like Google paid search, Facebook ads, and remarketing, Fairing Way follows its target audience through the pipeline.
Using marketing automation and behavior-based triggers, among others, specific messaging is targeted to help guide future residents with the right messaging at the right time.
Creating Results also integrated Fairing Way’s customer relationship management (CRM) tool with its marketing automation so the sales team can not only keep track of typical sales activities but also see the action steps prospects are taking online and modify their approach accordingly.
RESULTS
Using these tools led to a better understanding of the prospect journey, ultimately resulting in an increase in the lead-to-sale conversion rate from 3% to 7% and shortening of the sales cycle from 15 months to 7 months (from tour to sale). Sixty-two percent of all sales result from a digital source.