Benchmark Senior Living Case Study
In 2018, Benchmark Senior Living was looking for innovative ways to reach older adults and families who were ready for a change, but unsure about timing and options. Instinctively, Benchmark felt they needed to engage prospects “where they are,” with a personalized approach that helped them through the decision process. To build trust, it was key to offer an experience that provided authentic, clinically-informed value to families, instead of just another sales and marketing tool.
As an operator, we face a challenge with content strategy and thought leadership, while we want to be seen as a thought leader and a resource for our community, we were concerned that people wouldn’t see us as being objective.” – explained Jack Pacor, Digital Marketing Coordinator.
Realizing that reaching older adults and their families earlier with credibility and truly valuable content required a trusted third-party, Benchmark turned to Roobrik, adding our decision science-based assessment platform throughout their content strategy.
Implementation was quick and easy, including integration with our CRM Enquire. We were really pleased with the immediate uptick in engagement, and even more than that, the realization that we were providing real value.” – Jack Pacor
Benchmark has leveraged the Roobrik assessment platform across multiple channels to realize results on several fronts. In fact, since launching in late 2018, Benchmark has seen dozens of move-ins, helped more than 3,000 families, and gotten more than 90,000 data points to fuel future marketing efforts. And it’s that versatility that they prize the most.
“While converting customers is our ultimate objective, the secondary goal is nurturing. I find the reports we get from the completed Roobrik assessments are like magic content — packed with insights and information our sales team can use immediately, and our marketing team can extend through marketing automation.” – Jack Pacor
Let’s Dig Deeper
When we asked Benchmark to detail more ways that Roobrik has complemented their marketing efforts, even we were impressed with their results.
“While I can’t give specific numbers, I can tell you Roobrik is generating more move-ins than paid search that’s costing us 10x as much.” – Jack Pacor
Benchmark has included a link to the Roobrik assessment in multiple paid ad campaigns — Facebook, Instagram and Google ads — experimenting with CTAs, landing pages, video content, and more. They’re convinced the results they’re seeing are from attracting folks earlier in the decision process.
The cumulative reports supplied by Roobrik have revealed valuable marketing insights to Benchmark. For example, they were surprised to learn that the number of prospects engaged by the tool was around 40%. With that kind of intelligence, they were able to proceed with a dual marketing plan for both prospect and family member audiences.
Benchmark’s sales team has commented on how the conversations with Roobrik leads are more natural and productive. Understanding how overwhelming and stressful senior living decisions can be, the sales team theorizes that the decision science built into the Roobrik tool helps families think through options and primes them for a more relaxed conversation.
Benchmark has included links to the assessment tool in several types of email campaigns — everything from engagement campaigns for families early in the funnel, to nurturing emails driven by responses to the Roobrik assessments.
While Benchmark talks first about Roobrik’s ability to boost their content and nurturing efforts, it’s clear they’re seeing strong lead generation as well. In fact, they’re able to give first-touch attribution to multiple move-ins every month since they’ve brought Roobrik onboard.
Based in Waltham, Mass., Benchmark is a leading provider of senior housing in the Northeast with 6,400 associates and 58 communities. Founded in 1997 by Tom Grape, Benchmark offers independent living, assisted living, Alzheimer’s care and continuing care retirement communities in eight states. The Great Place to Work Institute certified Benchmark in 2019 for the second consecutive year as a Great Place to Work. In 2018, the organization was selected by FORTUNE magazine for its inaugural Best Workplaces for Aging Services list, taking the number 16 spot on the list of top 40 aging services companies and ranking number three among companies with more than 40 communities. Benchmark is one of only six companies named to The Boston Globe Top Places to Work list every year of the 11 years it has been published. And it has been consistently recognized by Boston Business Journal, Hartford Courant and Hartford Business Journal as a top workplace, and by the Boston Business Journal, Providence Business News and Hartford Business Journal as one of the healthiest employers.