CasE Study

Baywood Court Increased Occupancy Rate

The Challenge

Baywood Court, a 27-year-old, nonprofit, multi-level senior community in Castro Valley, Calif., has been a long-term client of Pike & Company. For many years before the pandemic, the community was fully occupied with a six-month or longer waiting list. At the end of 2021, they were at 85% capacity due to residents moving in with, or relocating with, their families that presented a need to replenish the resident population to pre-pandemic levels.

Our Solution

Pike & Company implemented a rebranding campaign to better reflect the resort-like experience at Baywood Court. We expanded on the pre-existing direct mail campaign to appeal to potential residents within the area. We captured new photos and video testimonials of current Baywood Court residents. Additionally, we increased marketing of their services with virtual events, digital communications, and online marketing via Facebook Ads and articles that showcased their new brand and services. We also adapted to the pandemic by offering virtual health and educational seminars, informational meetings, and online webinars for prospective clients.

The Results

Baywood Court’s rebranding and newly updated website has driven prospective residents to the sales director, who saw a 50% increase in online engagement. After holding an increased number of classes and webinars, they reached 100% occupancy and are currently rebuilding the waiting list (back to pre-pandemic numbers). Due to these efforts, by the end of June 2022, the community was back to full occupancy, and the waiting list began filling up for future residents to move in when apartments become available. In addition, we promoted a new on-site collection of independent living homes, which sold out in three months.