Atria Senior Living

Website Product Management

Atria Senior Living is a billion dollar senior living provider in the US and Canada, serving over 23,000 residents with 14,000 staff at over 225 communities across 5 brands. The websites are the primary driver for lead generation at each local community.

Product Management Overview

As the product owner for the website, my job is to maintain it as a digital product, for audiences spanning potential residents, their families, professional referral partners, jobseekers and media. The ongoing optimization for sales conversion through multiple inbound marketing channels, including organic search, SEM, Email campaigns, social media, direct mail, bus wraps and signage.

Highlights from my time Atria include:

• Reducing financially unqualified leads by 40%.

• Increasing conversion by 20% YOY and organic traffic by 37% YOY across our high-end communities.

• Increasing mobile conversion to tour at our high-end communities by 62%.

• Piloted an email-only form pop-up that resulted in capturing an additional 2,000 top-of-the-funnel leads per month.

• Implementing an Agile Scrum framework to the website team, and creating scaleable website iterations that meet the business where they’re at for each brand:

Atria Senior Living – Atria, Signature and Park brands • Gladwell Senior Living • Atria Retirement Canada

Signature Brand Website Development

Our high-end communities deserved a website template that did the brand justice. I led the charge to roll out a multi-page website template redesign for our high-end portfolio, increasing conversion by 20% YOY and organic traffic by 37% YOY across our high-end communities.

With two-thirds of all traffic landing directly to community pages, the high-end brand needed an overhaul with SEO and usability in mind. That led to clear, direct navigation, with each interior page associated with an SEO-focused keyword, a focus on high-end real-estate and lifestyle photography and local narrative content unique to each community, and a new ability to schedule a tour directly from the community page.

Apartment pricing Integrations

In a charge to lead the senior living industry in pricing transparency, I led the team and managed the full rollout of apartment rates on the website, reducing financially unqualified leads by 40%. This in turn increased community sales director productivity where they could turn their focus to only high quality leads.

A combined effort with the website product team and software engineering – with input from stakeholders in Marketing, Sales, Revenue Management, Operations, Business Optimization, Data Science and Legal – we built a scalable web app and API for the internal pricing and inventory systems that included logic to deliver the “lowest available rate” in real time by room type, across three distinct website templates.

Community Intercept Conversion Strategy

There was a large gap in our conversion strategy in capturing top-of-the-funnel leads. I piloted a randomized multi-variate test which served up a pop-up with the incentive of useful content in exchange for their email address, resulting in 2,000 additional marketing leads per month across the portfolio.

The primary website conversion intake is through either contact and tour forms, or phone calls. Each has a higher barrier to conversion, often only catering to a lower-funnel target. We set out to capture the unaware or aware potential resident or family member that isn’t quite ready to speak to a salesperson, but is interested in receiving helpful content related to senior living.

In exchange for their email address, we would send them a senior living transition guide, a comparison shopping checklist, or a financial resources guide. Then they would be entered into a lead nurture email campaign spanning the next 60 days, with more helpful resources and a CTA to speak with someone or schedule a tour.