Senior Living | Strategic Targeting Using Geospatial Analysis
Meadow Ridge
Overview
Meadow Ridge, a premier luxury continuing care retirement community (CCRC) in Redding, CT, worked with EVR Advertising to sharpen targeting, boost lead quantity and quality and reduce wasted outreach to maximize sales team efficiency within a competitive senior living environment.
Challenge/Objective
Meadow Ridge was generating a healthy volume of leads, but many were unqualified, wasting the sales team’s time and slowing followup of qualified prospects. With competition in the luxury senior living market intensifying, more precise targeting that could improve the number of qualified leads coming in became essential.
- Increase quantity and quality of leads
- Protect the sales team’s time from unqualified inquiries
- Better position Meadow Ridge in a crowded market
Objective / Goals
To overcome these challenges, the partnership aimed to:
- Improve efficiency and accuracy of targeting
- Identify new opportunity areas for targeting outside the traditional catchment area for the community
- Identify markets and precise neighborhoods with the highest conversion potential
- Increase qualified inquiries leading to move-ins
- Reduce wasted impressions and sales follow-up time
Strategic Approach
To achieve these goals, EVR focused on making outreach and media targeting more precise and efficient. By moving from broad radius outreach to neighborhood-level targeting revealed through geospatial analysis, we created a more focused approach. Layering in CRM insights, home values and population data helped Meadow Ridge reach households most aligned with their ideal residents. The strategy analyzed the previous year’s impression saturation alongside:
- First-party CRM insights
- Home value and income data
- Population density of adults 62+
EVR was able to pinpoint neighborhood-level ZIP codes and micro-markets with the strongest potential for Meadow Ridge, ensuring outreach was both relevant and effective.
Results
This focused, data-driven approach delivered measurable success:
More accurate targeting reduced wasted impressions and irrelevant inquiries
Higher lead quality improved efficiency and pace of sales follow-up
Two new deposits were secured from the newly targeted Litchfield County neighborhoods in the first year of implementation
Lost lead percentage dropped by 54% indicating the best markets were
The Impact
By partnering with EVR and using geospatial targeting, Meadow Ridge continues to reach the right prospects, drive qualified inquiries and make every marketing dollar count.
