About the project
Fabian House is a elderly care center from Timișoara, which was established in 2011 and offers complete care and accommodation services for the elderly, with or without various conditions and health problems.
It has two buildings with a total capacity of 60 seats arranged in 2, 3 or 4-bed rooms.
In June 2020, it was taken over by a new team that had to start almost from scratch, with the dormitory's occupancy rate at that time being 18,33%.
The initial challenges
When we were contacted by the new management team at Casa Fabian, we did not have access to any information regarding the website, data sources, Facebook page, etc.
This made us understand that we would also start from 0 with everything that meant promotion. Or almost from 0, because the dormitory had a good image and notoriety in Timisoara.
The association's website was quite old, simple and without calls to action, but it was positioned very well from an SEO point of view, and this led us to do everything possible to recover the site.
Said and done.
Within 2 weeks, we managed to obtain the site access data from the old owners, transferred ownership of the domain to have everything in place.
The main challenge remained the low occupancy rate of the home and the fact that the old owners were constantly moving the elderly people staying there to their new workplace.
And that was something for us that not only held us back but also pulled us back.
How did we increase occupancy?
Before starting the promotion, we took care of the appearance and content of the site.
We refreshed the design, improved the copy, added some contact forms and calls to action that were completely missing.
This is what the site looked like before we started modifying it:
Moreover, we created testimonial sections to increase credibility and, also in this regard, we created a new page on the site, where those at Casa Fabian can talk about the success stories in their home.
In just a few months since they took over the home, the feedback from the residents has improved considerably and they have managed to sell the elderly accommodated in their center for various conditions.
And this is what it looks like after making some of the changes we proposed:
Once the site was set up, we took care of the measurement part to be able to track the results of the promotion campaigns in both Google Analytics and Facebook.
Meanwhile, our marketing team took care of outlining the strategy. We created customer profiles, a media strategy, and conducted keyword research to launch a Google promotion campaign as quickly as possible.
We identified a few keywords we could promote ourselves for and launched a Google Search campaign.
We knew that this would generate a minimum of traffic that would also generate a few leads that were more than welcome.
On Facebook, we designed a cold audience campaign with a traffic objective to feed our Pixel with as much data as possible and a retargeting campaign.
In less than a week, with a budget of a few dozen lei, we generated 24 leads and brought in 2 new seniors.
Compared to previous weeks when they only had 3-4 leads, the results were beyond Casa Fabian's expectations, and at the end of the month we could be proud of over 100 leads and 12 signed contracts.
It's very important to mention that their goal was 5-8 seniors per month.
During this time, we noticed that the flow of elderly people into a nursing home is very high and that we will need to continuously generate leads to maintain an optimal number of elderly people accommodated in the center.
Therefore, once the promotion campaigns are implemented, we will continuously monitor and optimize them and take care of improving the presence in search engines.
Although the results will be seen over time, it will help Casa Fabian obtain leads even after the collaboration with our team is completed.
After 4 months of collaboration, we managed to increase occupancy by 300%. We generated 308 leads and brought 24 new seniors to the senior care center.
Here's what Casa Fabian says about collaborating with us:
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