With a solid reputation as an innovative, quality driven industry leader, for more than two decades Cal-Am Properties manages communities and Resorts in Arizona, California, Florida, Minnesota, Nevada, Ohio, Oregon, and Washington.
Cal-Am Resorts features snowbird destinations for 55+ adults who want to stay active and build new relationships. For this dynamic company, it’s always been about creating unparalleled experiences for both residents and guests. That means consistently delivering on their promises with amenity-rich, quality designed, and landscaped properties combined with a high level of service.
As Cal-Am Properties began to expand, the community’s leaders enlisted Knoodle’s guidance as they prepared to raise awareness in an overly saturated 55+ market.
The first order of business was for us to work with the Cal-Am internal marketing team to develop a fully integrated plan that would serve as the roadmap for generating interest and attracting leads.
With no market presence or awareness, the next step after developing an integrated marketing plan was to refresh the current website that would not only provide information about the properties, but also a place where prospects could inquire and learn more about all the communities and what they had to offer.
Knoodle’s Key Strategies
Market Research and Strategy
Knoodle conducted research and gathered stakeholder insights as we began refreshing the framework of the website that would be geared toward providing as much information as possible to prospects as they weighed their senior living options.
Knoodle and Cal-Am Properties relied heavily on helpful content that answered prospects’ questions about Cal-Am and senior living in general.
We directed and produced videos and photoshoots at different Cal-Am properties to create imagery that spoke to their aspirations and painted the picture of what life at a Cal-Am Resort would be like.
SEO and Content
The more information we gathered from prospects, from the terms they were searching, the pages they were visiting on the site, to A/B testing, the more we were able to create content that was tailored to their needs and kept them returning to the website for additional information, updates, and insights from the community.
Data and information that was gathered helped us to optimize content for search engines and increase organic search engine traffic to the website.
We developed new email campaigns for all 12 properties utilizing the research and insights we uncovered.
We worked closely with the Cal-Am team to keep the website up to date with occasional refreshes based on web trends, as well as best practices for senior living industry websites.
We recommended and continue to oversee the implementation of new features including, updated layout, more simplified navigation, virtual tours, videos, and digital marketing.
In keeping the site in line with best digital practices for the current day, we continue to optimize the mobile experience with each update to ensure the best user experience. As such, the website continues to be Cal-Am Property’s biggest asset for generating interest and attracting future residents.
Today, Cal-Am Properties website features bright and aspirational imagery, a schedule of upcoming events and pages showcasing the lifestyle, amenities and services provided for their 55+ community. What’s even more impressive is the work on the backend of the website that most people don’t see. The Knoodle team is continually working to ensure the best possible user experience on the website and reviewing analytics to inform new content. All of these efforts have helped make the website the Cal-Am team’s greatest marketing tool.
- Cal-Am Properties organic search contributes to 55% of overall web traffic of all
time- and the lowest bounce rate at 38%
- The Discover-Cal-Am.com website relies on Facebook Ads for 88% of its traffic
- Increased traffic by 346% on DiscoverCal-Am.com
- Improved conversions by 3.5 times
- Decreased cost per lead by 3 times
- 4,711 inquiries generated since 2020 through digital channels alone
- 453,615 new users since 2020
- Created ads that attracted over 5x as many clicks at 1/50th the cost of industry averages