Filling Rooms & Driving Results: From Mid-Vacancy to Maximum Capacity
Client: Resthaven
Industry: Senior Living, Real Estate & Healthcare
Service Provided: Digital Strategy, Paid Media, Audience Targeting, Reporting Transformation
The Challenge
Resthaven operates assisted and independent living facilities in Michigan, offering a range of services to senior residents. But despite working with a prior digital agency that delivered bloated 38-page reports, occupancy remained below expectations.
With a modest media budget stretched across four digital channels—each chasing the same floorplan downloads and conversions—Resthaven saw limited performance gains and few actionable insights. They needed more than activity. They needed real growth.
The Strategy
Launchpunk stepped in with a smarter, more focused approach:
Full-Funnel Media Mix: Instead of only targeting bottom-funnel conversions, we introduced awareness and consideration tactics to nurture interest earlier in the decision journey.
Channel Focus: We concentrated the budget into fewer, high-performing channels—unlocking better optimization, better insights, and more efficient spend.
Smarter Targeting: Rather than focusing solely on known site visitors and lookalikes aged 55+, we expanded the audience:
Seniors 55+ in-market for care facilities in the greater Grand Rapids area
Adults 45+ who influence or manage care decisions for aging parents or relatives
Reporting That Informs Strategy: Our analytics didn’t just track KPIs—they uncovered learnings. Which location performed better? What messaging drove action? These insights helped guide not just media, but Resthaven’s broader marketing direction.
The Results
Launchpunk took over in July 2021. The transformation was fast and measurable:
Near full
Occupancy across both flagship independent living facilities
-73%
Drop in Search CPCs
+68%
increase in web traffic
Paid media efficiency skyrocketed:
-91%
Drop in eCPMs
Most importantly, our insights reports didn’t just celebrate wins—they became a blueprint for expansion, helping Resthaven apply learnings to new messaging, new locations, and even community event strategy.
-75%
Drop in cost per website visit
