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Demystifying senior-housing, Becoming a top consideration for seniors
Atria Senior Living

Demystifying senior-housing, Becoming a top consideration for seniors

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Demystifying senior-housing, Becoming a top consideration for seniors

In the complex and competitive landscape of the senior-housing market, providing clear and comprehensive information to prospective residents is essential. By offering more community details and engaging visuals on their websites, operators not only increase brand awareness and generate higher volumes of quality leads, they also assist seniors and their families in what can often be a very stressful decision-making process.

As the baby boomer generation begins to enter the senior-housing market, prospective residents are more tech-savvy and independent than ever before. Potential residents want to play an active role in choosing their future homes. Furthermore, choosing a senior-living community generally involves family members, making it crucial that all relevant information is centralized in one place. From residence types and floor plans to community amenities, lifestyle offerings, available care levels, and pricing, it’s all part of the equation.

With a portfolio consisting of more than 200 communities, Atria Senior Living, a leading operator of senior housing communities spanning the U.S. and Canada, recognized these needs. Known for its innovation and setting industry benchmarks, the company sought to improve the search experience for prospective residents while simultaneously increasing its position as a top consideration for senior living.

For Ashley Lee, Director, Marketing Project Management at Atria Senior Living, that means utilizing a solution that boosts transparency and brings a sense of ease to the apartment search for both seniors and their families.

“At Atria, we are looking to set a new industry standard where anyone can go to the website to see starting rates ,” said Lee. “By being transparent and providing an abundance of information on our websites, including visuals showcasing detailed specifications of individual apartments and the surrounding community, we want to make what can be an intimidating move for residents and their families less daunting.”

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Utilizing Engrain’s SightMap to increase transparency, simplify the process

In 2020, the pandemic accelerated the need for digital solutions, prompting Atria to pilot SightMap at 10 of its communities. After observing an increase in website traffic and quality leads, the company decided to strategically implement SightMap at each of its senior living campuses over the next few years.  

According to Lee, SightMap has improved the search experience for prospective residents and their families. They can access comprehensive information on one website and explore the community through immersive visuals featuring detailed insights of each individual apartment. This allows prospective residents to make an informed decision and when it comes time for an in-person tour,  they are already familiar with the community.

"While most websites have photography of apartments and common spaces, prospective residents don’t always get an authentic feel for what living there would actually be like. They want to know what’s nearby the unit they’re considering - such as if it’s close to the onsite library or the dining area. Those things matter. SightMap allows us to provide all of that information in multiple ways, helping us stay true to our commitment of transparency.”

Ashley Lee
Director, Marketing Project Management

Although transparency and easing the entire search process was a major goal for Atria, ensuring its position as a top consideration for prospective residents was also crucial to the company.

“The goals with our website are obviously centered around increasing lead generation, but we also want to make sure that Atria is a front-runner for residents exploring their options,” Lee said. “If a prospect or their family members go to a website and there’s very little information, they will most likely move on to the next. But if they visit a page that has clear pricing, photos and a fully interactive map of what the community looks like, as well as actual reviews from current residents, that increases our consideration odds.”

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Heightened transparency, more high-quality leads, increased consideration

Following a seamless onboarding process, SightMap has allowed Atria to achieve more quality leads by facilitating one place for prospects to find pricing, vibrant photos, interactive maps and resident testimonials. 

“I've been involved in several of the batches of Engrain rollouts from the kickoff call through implementation, and it was great,” Lee said. “This has been one of the smoothest implementations that I've ever experienced.”

Lee noted that multiple components of SightMap have been the reason for Atria’s success.

“It’s the blend of price transparency, authentic photos, interactive maps and ample information that is drawing more website engagement from potential residents. We have found that leads coming in from our websites are not only more qualified than those from other sources, but are submitting inquiry forms faster than before we brought on Engrain.”

Ashley Lee
Director, Marketing Project Management

Since initially launching SightMap, the overwhelmingly positive results have encouraged Atria to implement Engrain at more than 90% of its assisted living portfolio. Backed with unmatched customer support and vast industry expertise, Lee would recommend Engrain to any operator looking to surpass visitor’s expectations, increase website engagement, and bring visibility to the various layouts and floor plans of their communities. 

“The Engrain team knows what they are doing; they are a very well-oiled machine,” Lee said. “The implementation team makes the process so easy for us to get started and the support team is available anytime we need to make a revision. SightMap has helped us to transparently and accurately convey what it’s truly like to live in an Atria community, setting us apart from our competitors and attracting more quality residents.”

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