Transforming a completely offline sales and marketing system into a lead-generating machine.
Located in the heart of Central Florida, The Villages is the country’s largest single-location master-planned community.
Catering to 55+ active adults, marketing had historically focused on traditional channels. However, The Villages’ leaders realized that baby boomers are one of the most engaged audiences online and on social channels like Facebook. OM was contracted to develop and execute their digital awareness, lead generation strategies.
After 30 years of success, domain value, and 120,000 active residents, The Villages already had a highly trafficked website and good domain authority. The challenge was that there was no meaningful approach to traffic education and marketing funnels. Additionally, there were no online lead forms or engagement mechanisms for prospects to request a “Lifestyle Portfolio” or arrange a “Lifestyle Preview Plan,” which are the primary top of funnel engagement mechanisms for The Villages’ 250-person sales team.