Strategic Design with Minimalism in Mind

PARKBRIDGE LIFESTYLE COMMUNITIES INC. / CASE STUDY

SITUATION

The nation’s largest independent owner of land lease communities needed to market their residential real estate portfolio to a niche, retirement-aged audience.

SOLUTION

We developed and designed a series of conversion optimized websites tailored to the needs of the senior demographic.

SUCCESS

A 6x Increase in conversion rate and online engagement.

THE OVERVIEW

After our first successful campaign with Parkbridge they gave us another challenge: create a series of lead generation websites for their retirement communities. While their stunning residential communities speak for themselves, Parkbridge needed to find a way to not only market these resorts online, but to do it in a way that was accessible and attractive to a senior audience.

THE STRATEGY

When you’re trying to get your mark on the map, understanding the target audience is essential. Keeping in mind that we were creating sites for an audience mainly consisting of older individuals aged 55+, there were a number of factors we had to take into consideration.

User-Friendly Design

A simple, user-friendly design is more likely to result in a high conversion rate. Moving away from the original Parkbridge site that tended to be difficult to navigate and heavy on text, we created our new design with minimalism in mind.

User-Friendly Design

A simple, user-friendly design is more likely to result in a high conversion rate. Moving away from the original Parkbridge site that tended to be difficult to navigate and heavy on text, we created our new design with minimalism in mind.

Mobile Responsive

Knowing that the demographic we were targeting varied between smartphone, tablets and computer users, we had to design a website that would be easy-to-use across all types of devices.

Easy-To-Navigate

We re-purposed Parkbridge’s existing copy to follow an engaging and easy-to-follow natural flow. We developed the simple call-to-action of “get more information” which generated qualified leads from those interested in obtaining an information package.

Media

We knew that the communities were beautiful and we wanted to let the visuals speak for themselves. By putting a large focus on photography, floor plans and community maps, we were able to illustrate the features, amenities and benefits of choosing a Parkbridge retirement community.

Marketing Automation

We integrated the call-to-actions with our
client’s preferred CRM (customer relationship management) platform which allowed leads to be automatically forwarded to their sales representatives.

Frequently Asked Questions

Not only did we want our websites to serve as a lead generator, but we needed them to be a good resource for information. By providing FAQs, we were able to generate higher quality leads and save a great deal of the sales team’s time.

The Results

The website we designed converted visitors into leads six times better than the Parkbridge corporate website. Parkbridge was so pleased that they had us apply this approach to four other retirement communities. The approach has been such a success that Parkbridge is using the lessons learned in their upcoming corporate website redesign. The marketing automation integration continues to improve the sales cycle efficiency for each of the resorts.

“We are so impressed with the work that the 44 North team has done for our retirement communities. By building new sites, we were able to offer a new customer experience that was tailored specifically for our target audience – and, what a difference it’s made. We’re happy with the ROI on this project and look forward to continuing with this model.”
– Rob Tallis, Vice President of Sales and Marketing

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