Brazos Towers at Bayou Manor
Lead Generation Event Exceeds Retirement Community’s Attendance Goal by 224%
For the fourth consecutive year, Brazos Towers at Bayou Manor shines as the “Best of the Best Retirement Community” as awarded by the Houston Chronicle, celebrating the exceptional living experience its residents enjoy.
The Background
In the crowded senior living marketplace, retirement communities must find a way to stand out and appeal to new residents. Since opening its doors in 1963, Brazos Towers at Bayou Manor has been synonymous with offering a vibrant and active senior living lifestyle that sets it apart in Houston. This distinctive living experience is the community’s guiding ethos and the heart of a successful omnichannel campaign, fittingly summarized in the tagline, “What a Lively Way to Live!” This philosophy, extending beyond the list of luxurious amenities to embody a positive, life-affirming approach, has consistently attracted residents.
Yet the COVID-19 pandemic introduced a new set of challenges, heightening seniors’ concerns about the safety of community living and threatening to diminish the community’s well-established appeal.
The Challenge
The onset of the pandemic marked a significant shift in the senior living industry, as potential residents retreated, prioritizing perceived personal safety over community benefits. One consequence of this anxiety and concern was a dramatic lapse in new resident move-ins industrywide. Brazos Towers suffered a dramatic occupancy downturn, where the average sales cycle can extend well beyond a year.
The task was to overcome the negative perceptions and reaffirm the safety and appeal of Brazos Towers as the foremost retirement community in Houston. The success of The Lee Group’s efforts would be measured by an increase in resident leads for the marketing and sales teams.
The Solution
Brazos Towers and The Lee Group responded with an assertive strategy to highlight the community’s vibrant and secure environment. The “Ain’t We Got Fun!” activation event was the cornerstone of this approach, inviting potential residents to experience the community’s ethos firsthand. The event, promoted through targeted direct mail, provided an afternoon filled with music, food, drinks, and dance, offering a tangible taste of Brazos Towers’ enriching lifestyle.
This onsite lead generation event kicked off with an engaging direct mail campaign (complete with gorgeous visuals and clever copy) and culminated in an evening on the property that featured a live band, food and drinks, and plenty of room to let loose on the dance floor.
“Ain’t We Got Fun” Direct Mail Invitation
The Results
The “Ain’t We Got Fun!” event marked a historic moment for Brazos Towers, surpassing attendance goals by 224% and spurring a 214% increase in initial tours over the previous year.
The event not only contributed to robust lead generation but also preceded Brazos Towers being voted the “Best of the Best Retirement Community” by the Houston Chronicle for a fourth consecutive year in 2023.
Brazos Towers, with its engaged and lively senior population, continues to set the standard for retirement living as evidenced by a waiting list over 100 prospects deep. This event, capturing the community’s spirit, stood out as a beacon, attracting like-minded seniors and securing its place as a highlight in the history of Brazos Towers.
