Baywood Court
Increased Occupancy Rate
THE CHALLENGE
Baywood Court, a 33-year-old, nonprofit, multi-level senior community in Castro Valley, Calif., has been a long-term client of Pike+Pham PR. The community was fully occupied with a six-month or longer waiting list for many years before the pandemic. At the end of 2021, however, they were at 85% capacity due to residents moving in with or relocating with their families. This presented a need to replenish the resident population to pre-pandemic levels.
OUR SOLUTION
Pike+Pham PR implemented a rebranding campaign to better reflect the resort-like experience at Baywood Court. We expanded on the pre-existing direct mail campaign to appeal to potential residents within the area. We captured new photos and video testimonials of current Baywood Court residents. Additionally, we increased marketing of their services with virtual events, digital communications, online marketing via Facebook Ads, and articles that showcased their new brand and services. We also adapted to the pandemic by offering virtual health and educational seminars, informational meetings, and online webinars for prospective clients.
THE RESULTS
Baywood Court’s rebranding and newly updated website have driven prospective residents to the sales director, who saw a 50% increase in online engagement. After holding an increased number of classes and webinars, they reached 100% occupancy and are currently back to having a six-month-long waiting list. Due to these efforts, by the end of June 2022, the community was back to full occupancy, and the waiting list began filling up for future residents to move in when apartments became available. In addition, we promoted a new on-site collection of independent living homes, which sold out in three months.