Client since 2023 | Located in Oviedo, FL
Legacy Pointe at UCF
Solving the occupancy challenge in a deeply crowded market
Despite being the only university-affiliated Life Plan community in its market, Legacy Pointe at UCF was stalling. Immense competition was one reason, but we had to dig deeper to address the primary challenge.
Tactics Used
Reinvigorate lead flow | Brand platform refinement | New website | Digital advertising (search + display) | Select print advertising | Direct mail | Marketing automation | SEO
We jumped in immediately and the first thing we did was…learn. We interviewed team members. We met with residents. We needed to understand who the community was and what it had to offer before we could understand why it wasn’t selling like it should.
What we discovered is that Legacy Pointe was a fantastic community that suffered from a deeply lagging lead gen effort and marketing that poorly communicated the compelling lifestyle the community had to offer.
98%
occupancy
(started below
70%)
New
complete marketing
platform
Our first task was to boost lead flow through more smartly targeted digital search and display advertising. We also worked with the Legacy Pointe team to develop more attractive and relevant marketing event concepts designed to attracted larger and more qualified crowds.
While we worked on lead flow and events, our brand team got to work analyzing how Legacy Pointe represented itself online. The existing website was highly SEO optimized, but was created before the community was complete. So there was no ability to show just how beautiful the community is. And more importantly, there was simply no real brand created that captured the vibrant, fun, active nature of the people living there.
This lack of brand stickiness was a major issue in such a crowded and competitive market. A community simply must put out a compelling message, or audiences will go on to the next option located nearby.
So our next step was to conduct a weeklong photo and video shoot to develop assets for marketing, including a brand-new website. Combined with a refined brand design, we created a wholly-new website that was more attractive, was more representative of what Legacy Pointe and the residents are all about, and that featured more conversion opportunities to increase our overall lead gen efforts.
Because of the high market competition, we created traveling events that brought the new Legacy Pointe brand and pitch out to where new prospects were, rather than just requiring them to come to campus. This included events at The Villages and other 55+ communities to share the additional benefits Legacy Pointe’s Life Care format offered.
With a much more targeted digital advertising campaign bringing people in, a new website and a new brand communicating a far more compelling image, more attractive events drawing more qualified leads, and creative marketing events happening far beyond the borders of the community, Legacy Pointe’s marketing had been transformed into an efficient lead generation machine.
Today Legacy Pointe is at 98% occupancy, and we are working to grow a wait list designed to keep the community full moving forward.
