3.2X
Qualified Lead Growth
Audience-focused targeting generated a significant increase in qualified leasing inquiries.
43%
Lower Cost Per Lease
AI-powered optimization improved efficiency across every major media channel.
2.6X
Higher Lead-to-Tour Conversion
Behavioral optimization and retargeting increased engagement among prospective residents.
97%
Occupancy Achieved
The community maintained strong leasing momentum while supporting long-term occupancy goals.
Marketing active adult housing requires a different approach than traditional multifamily.
The audience behaves differently. The decision-making process is longer. Family members often influence housing decisions. Digital behavior varies significantly by age, lifestyle, and income level.
For Chatham Pointe, the challenge was generating qualified demand among age-qualified residents while maintaining occupancy goals, increasing waitlist activity, and maximizing marketing efficiency.
The objective was clear:
Generate a consistent pipeline of qualified prospects while educating residents on the benefits of maintenance-free, community-oriented living.
We developed a full-funnel demand generation strategy focused on audience intelligence, behavioral targeting, and active adult lifestyle messaging.
Key initiatives included:
Paid Search campaigns targeting active adult and affordable housing demand
Meta campaigns designed around independence, community, and lifestyle benefits
Audience targeting focused on age-qualified households and life-stage transitions
Geofencing campaigns around healthcare providers, retail destinations, and competing communities
Programmatic media designed to expand awareness across qualified audiences
Identity Resolution technology to uncover previously anonymous website visitors
Dynamic retargeting campaigns focused on tour and application generation
Landing page optimization and behavioral analysis to improve conversion rates
AI-powered budget allocation and campaign optimization
Ongoing creative testing focused on active adult lifestyle messaging
Most affordable housing campaigns focus on availability.
We focused on lifestyle.
Through audience intelligence, behavioral targeting, and active adult messaging, we connected with residents seeking independence, convenience, affordability, and community.
The result was stronger lead quality, faster leasing performance, and a more efficient path to occupancy.
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