A Case Study Example
Transforming Care Home Revenue through Strategic Sales and Marketing
Problem:
Silver Horizon Care Group was struggling with poor lead quality and weak conversions into admissions, leading to fluctuating occupancy levels averaging 60%.
These challenges caused severe cash flow issues and raised concerns about the group’s long-term viability.
Marketing efforts delivered untargeted leads that rarely converted, while a lack of structured follow-up processes and customer-focused sales training left many enquiries unaddressed, compounding the problem.
Solution:
Commercial Acceleration developed a comprehensive strategy to address both lead quality and sales conversion challenges.
Targeted digital and offline campaigns were designed to attract higher-quality leads, focusing on families and decision-makers within a 5-7 mile radius of each care home. Standardised follow-up processes were introduced to nurture prospective families effectively, ensuring consistent engagement.
Additionally, staff underwent people-centered sales training to enhance trust-building and communication. A streamlined enquiry-handling system ensured all leads were managed effectively, improving conversion rates and addressing occupancy issues.
Outcome:
Over 24 months, Silver Horizon achieved a 402% revenue increase, with occupancy rising from 60% to 94%.
Lead-to-visit conversion rates improved by 60%, and visit-to-admission conversions saw an 80% boost.
By solving both lead generation inefficiencies and sales process gaps, Silver Horizon not only stabilised its cash flow but also secured its business’s long-term viability and growth.
How Commercial Acceleration can be a transformative partner for your business
Client: Silver Horizon Care Group
Objective: Achieve a 400% increase in revenue across a group of care homes by improving lead generation quality and sales conversion effectiveness.
Outcome: 402% revenue increase over 24 months through targeted sales and marketing initiatives.
Background
Silver Horizon Care Group, operating six care homes across the UK, was experiencing stagnant occupancy rates averaging around 60%. The group aimed to increase revenue significantly by enhancing occupancy and improving the sales process but sought a strategic approach that went beyond traditional marketing efforts.
Commercial Acceleration was engaged to develop a sales and marketing plan to boost occupancy, focusing on increasing lead quality, enhancing sales conversion rates, and optimising engagement both online and offline.
Challenges
- Low Occupancy: With an average 60% occupancy rate, revenue was insufficient to meet operational goals.
- Poor Lead Quality: Marketing channels were delivering leads that rarely converted due to limited targeting and inconsistent messaging.
- Inefficient Sales Process: Staff were not equipped with customer-centric sales training, resulting in a high percentage of calls going unanswered and minimal follow-up with prospective residents.
Approach
The strategy focused on two critical areas: improving lead quality through targeted digital and offline marketing, and enhancing the sales process by adopting a people-centered approach.
Lead Quality Generation Improvements
Targeted Digital and Offline Campaigns
Commercial Acceleration redesigned Silver Horizon’s marketing strategy to incorporate both digital and offline tactics for a comprehensive local reach. Campaigns were carefully crafted to target families and decision-makers within a 5-7 mile radius of each care home, specifically focusing on adult children in their 60s. High-performing channels included:
- Digital Channels: Local SEO, pay-per-click (PPC) advertising, and targeted Facebook campaigns were set up to attract families actively searching for care options.
- Offline Channels: Direct mail campaigns featuring testimonials, special events, and informative brochures helped reach local families. Silver Horizon also leveraged community networking by attending local health fairs, collaborating with nearby healthcare providers, and advertising in local magazines and newspapers.
These targeted campaigns led to a 150% increase in qualified leads within the first year.
Conversion-Focused Landing Pages
New landing pages were developed for each care home location, designed to capture high-quality leads. Content was tailored to address families’ main concerns, including testimonials, virtual tours, and detailed descriptions of available care, making it easier for families to envision their loved ones in a Silver Horizon facility. These changes led to a marked improvement in engagement and lead capture.
Enhanced Lead Follow-Up System
With a new CRM tool, the follow-up process was standardised and automated. Automated reminders, personalized emails, and nurturing content kept prospective families engaged, reducing lost leads due to missed follow-ups. As a result, Silver Horizon maintained steady engagement with families through their decision-making journey, resulting in higher lead quality and retention.
Sales Conversion Improvements
People-Centered Sales Training
A people-centered sales approach replaced the traditional product-focused model. Staff were trained to prioritize understanding each family’s unique needs, offering a consultative and supportive approach rather than focusing solely on amenities. Sales teams were encouraged to ask thoughtful questions about the resident’s preferences and health needs, establishing trust and building rapport. This shift increased lead-to-visit conversion rates significantly.
Streamlined Enquiry Handling
To address high rates of unanswered calls, a dedicated enquiry-handling team was formed to manage all leads, using structured scripts to ensure each enquiry was thoroughly addressed. Empathy and active listening were emphasised, and these changes increased call answer rates by 80%, while call-to-visit conversion rates saw an improvement of 55%.
Optimised Admissions Process
An optimised admissions process minimised the time between enquiry and move-in. Families were offered personalised tours, where staff highlighted aspects of interest to address specific needs. A “warm handover” protocol from sales to admissions helped make families feel supported at each stage, reducing decision time and increasing occupancy.
Results
After implementing these lead generation and sales conversion improvements, Silver Horizon Care Group saw the following results over 24 months:
- Occupancy Increase: Occupancy rose from 60% to 94% across all homes.
- Revenue Increase: Annual revenue grew from £2.1 million to £8.4 million, achieving a 402% increase.
- Lead Conversion Rate: Lead-to-visit conversion rates increased by 60%, while visit-to-admission conversions improved by 80%.
Conclusion
Through strategic improvements in lead generation—incorporating both digital and offline marketing—and a shift to people-centered selling, Silver Horizon Care Group achieved a remarkable 402% revenue increase.
This case highlights the power of a multi-channel, personalized approach to sales and marketing, underscoring the value of a tailored strategy to boost occupancy and sustainable growth in the care home sector.
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Problem:
Silver Horizon Care Group was struggling with poor lead quality and weak conversions into admissions, leading to fluctuating occupancy levels averaging 60%.
These challenges caused severe cash flow issues and raised concerns about the group’s long-term viability.
Marketing efforts delivered untargeted leads that rarely converted, while a lack of structured follow-up processes and customer-focused sales training left many enquiries unaddressed, compounding the problem.
Solution:
Commercial Acceleration developed a comprehensive strategy to address both lead quality and sales conversion challenges.
Targeted digital and offline campaigns were designed to attract higher-quality leads, focusing on families and decision-makers within a 5-7 mile radius of each care home. Standardised follow-up processes were introduced to nurture prospective families effectively, ensuring consistent engagement.
Additionally, staff underwent people-centered sales training to enhance trust-building and communication. A streamlined enquiry-handling system ensured all leads were managed effectively, improving conversion rates and addressing occupancy issues.
Outcome:
Over 24 months, Silver Horizon achieved a 402% revenue increase, with occupancy rising from 60% to 94%.
Lead-to-visit conversion rates improved by 60%, and visit-to-admission conversions saw an 80% boost.
By solving both lead generation inefficiencies and sales process gaps, Silver Horizon not only stabilised its cash flow but also secured its business’s long-term viability and growth.
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