Non-Profit Senior Living Case Study: Carnegie East House
From 54% - 82% Occupancy in Just 12 Months
How CCR Growth helped a non-profit senior living community grow from 54% to 82% occupancy in 12 months, adding 27 new residents and surpassing every move-in goal.
Brand snapshot:
Key Challenges:
- Limited visibility & leads: No SEO foundation and inconsistent paid efforts..
- Lack of attribution: No way to track which campaigns worked.
- Staff overload: When leads came in, most were unqualified, overwhelming the small onsite team.
The Strategy
CCR Growth deployed a full-funnel ecosystem combining SEO, paid traffic, AI-powered qualification, and CRM automation.
We built everything from the ground up to convert curiosity into tours, and tours into move-ins.
The strategy was broken up into three phases:
PHASE 1
Foundation &
Funnel Build Out
- Created conversion-optimized landing pages integrated with a custom CRM.
- Installed CallRail for call attribution and tracking.
- Added automated tour booking via an online scheduler.
- Deployed an AI lead-qualification bot to screen and score inquiries.
PHASE 2
Lead Generation
Scaling
- Launched Google Ads and Facebook Ads with granular UTM tracking.
- Optimized the website and Google Business Profile for local search visibility.
- Produced monthly attribution reports combining form and call data for optimization.
PHASE 3
Quality Control &
CRM Refinement
- Enhanced AI bot questions and scoring logic to filter out unqualified leads.
- Customized CRM pipeline stages from Prospect → Tour → Application → Move-In.
- Implemented automation workflows for follow-ups and staff reminders.
CCR GROWTH’S SECRET SAUCE
Creative Execution
Our creative team replaced generic outreach with human-centred storytelling, positioning Carnegie as a warm, community-driven alternative to corporate senior living.
Creative Highlights:
Each ad linked directly to a high-intent landing page with form and call options.
Real photos of residents and staff instead of stock imagery.
Performance Shift:
Within 30 days, CTR nearly doubled.
Qualified leads began flowing in steadily through both calls and forms.
Performance Shift:
Emotional ad copy: “Where comfort meets connection in the heart of Manhattan.”
Google Ads structured around intent-based keywords like senior apartments in Manhattan and affordable senior living Upper East Side.
The Results
(July 2024 – July 2025)
Occupancy Rate
IMPACT
+50% relative gain
Occupied Units
IMPACT
+27 occupied units
Total Form Submissions
IMPACT
High inbound lead
volume
Qualified Calls (>120s)
IMPACT
99% answered, avg. 209s duration
Unique Leads Collected
IMPACT
Distinct audiences via multi-channel reach
CCR GROWTH’S SECRET SAUCE
The Proof
Families don't choose a community overnight; they research, compare options, and even ask AI now. We made sure our client was present at every stage:
1st Place organic position on the local map pack in one of the most competitive markets in the United States.
Secured the #2 spot in AI search in a highly competitive market, outperforming numerous established communities.
The Synergy Effect
Every channel began reinforcing the next:
Paid Search
volume.
SEO & GBP Optimisation
discovery.
CRM Automations
Ensured every lead was followed up within minutes.
The Outcome
The community is now thriving: the perfect example of how data-driven marketing and AI-optimized, compassionate storytelling can coexist to create lasting impact for non-profit communities.
