We investigated data from G5 and our Premier Google Partnership to understand what happened in senior living marketing in 2020, and how it might shake up your 2021 digital advertising plans.

A Day in the Life of G5 Data

You might be wondering, what kind of data does G5 have at our fingertips? Glad you asked. The G5 Customer Data Platform (CDP) is built on first-party data from all customer business locations to create a comprehensive reference of all prospects’ touchpoints and actions over time to form buyers’ journeys. G5 uses this anonymized data to make our clients’ advertising campaigns more effective. Check out these stats, and remember, this happens 365 days a year.

A-Team = Automation + Action

Here’s the deal, in order to take action on this information, it’s got to be automated. No team member, no matter how talented, can crunch spreadsheets fast enough to update your community’s digital advertising spend to the highest performing campaigns. Every. Single. Day. But, with G5 on your MarTech team, we can.

Narrowing your focus to understand which prospective seniors and their loved ones have high intent is impactful. This is why we use intent-based data, paired with automation, to do the heavy lifting. This powerful pair helps us identify demand trends, and shift your community’s marketing spend to be as effective as possible. It’s this knowledge bank of data that we looked into to guide our understanding.

Rising Advertising Cost = Marketers Need Better Results

Think back to early 2020, many senior living marketers understandably panicked, and reduced their digital advertising spend. Afterward though, as competition for leads increased, the cost of digital advertising climbed steadily through the end of the year.

Data from our Premier Google Partnership shows that cost-per-click in the senior living industry grew by 19% year-over-year in Q1 2021.

Even more impressively, despite fierce competition for leads, in Q1 2021, G5 Smart Digital Advertising drove over 7% more qualified calls to communities. Translation: we delivered better leads and spend your budget more efficiently.

Read our recent white paper to learn how G5 Intent Trends technology had our customers’ backs through 2020, and learn how our tech empowers your marketing goals.