Attracting metro downsizers to a semi-rural retirement resort

La Dimora Retirement Village is Arcadia Group's resort-style community in Hidden Valley, and its semi-rural location was both its charm and its challenge. With Arcadia's own marketing team based in Perth, The Garden acted as their strategic extension on the ground in Victoria, generating the leads and appointments to fill it.

Client: Arcadia Group
Industry: Aged Care
Solutions: Media & Performance
Region: Australia

Leads by month six

330

Cost per lead

$150

Profiling rate

78%

Month-on-month lift in high-intent search leads

350%

The challenge

Attract a discerning mix of local and metropolitan downsizers to large, meticulously designed villas, from a location most metro buyers had never considered. Low brand awareness meant the campaign had to establish La Dimora as a retirement destination before it could sell one, while every lead needed profiling depth the sales team could act on.

Our solution

A dual-fronted campaign combined Google Search, with localised geo-targeting and Victoria-wide keyword strategies, and Facebook’s reach across regional and metropolitan hotspots. Every enquirer was directed to a profiling page after submitting interest, arming the La Dimora sales and marketing team for effective nurturing, and Bing and the Google Display Network joined as the campaign matured, capturing untapped audiences and keeping La Dimora top of mind.

Optimisation carried the campaign: messaging refined to clearly position La Dimora as a retirement destination, stunning drone imagery of Hidden Valley in feed ads, resort-style amenities like the 18-hole golf course amplified to lift Facebook conversions, and the Bing expansion with meticulous keyword optimisation catapulting high-intent search leads 350% month on month.

The results

The first three months delivered 264 leads at a 74% profiling rate; by month six the campaign had reached 330 leads at a $150 cost per lead with profiling at 78%, connecting metropolitan Melbourne to Hidden Valley’s rustic charm, one qualified downsizer at a time.

From the team

It's been a lot of fun working on this project and seeing the continuous improvements to the campaign month on month, from testing different aspects of La Dimora in our ad and landing page, and optimising based on these insights.