Holland Home uses Roobrik to reach hidden website visitors, improve lead quality, and drive move-ins through personalized, early engagement.
Holland Home, a CCRC community committed to residents and their families, discovered an impactful way to engage prospective residents earlier in their decision-making journey. Like many senior living communities, Holland Home was curious about the “hidden audience” — those website visitors who aren’t yet ready to engage with sales but are actively researching and seeking information that could help guide their decisions.”
In 2023, after learning about Roobrik through Ziegler and the LinkAge Academy, Holland Home’s leadership team launched Roobrik’s decision-support surveys across its website, aiming to connect with these hidden researchers in a more thoughtful, empowering way.
By 2024, Holland Home had fully integrated Roobrik Surveys across its website. In the first full calendar year, the results spoke volumes.
“With Roobrik, our team starts with momentum,” said Michael Loughman, vice president of sales and brand marketing. “Instead of starting at zero, we start at 30 miles per hour. We already know about a prospect’s timeline, care needs, financial situation, and even their motivations before we pick up the phone.”
Roobrik gave Holland Home’s team something invaluable: insights before interaction. Sensitive topics, like finances and health, were more comfortably shared through Roobrik’s online surveys than in face-to-face conversations. This made sales conversations more personal and supportive, ultimately creating better initial interactions.
Holland Home’s performance exceeded Roobrik’s benchmark across key metrics.
Beyond immediate move-ins, Roobrik enabled Holland Home to create a thoughtful nurture sequence for prospects who were “not ready yet.” These prospects received informative emails featuring educational content about the reasons to consider a move, the advantages of a CCRC, and other resources to assist their journey. Holland Home experienced high engagement and email retention rates, keeping their communities at the forefront until prospects were ready.
“Even if people are not ready to move today, Roobrik gives them something tangible, their personalized report that they can use as a guide,” Loughman said. “It is about meeting them where they are. That builds trust, and that is what matters.”
Holland Home is excited about Aline CRM’s recent acquisition of Roobrik and anticipates even more streamlined prospect journeys in the future.
“Roobrik feels like a real partnership, not just a vendor relationship,” Loughman said. “The ROI has been incredible, and the support from the Roobrik team, from performance reviews to strategic advice, makes a real difference.”
The partnership approach between Holland Home and Roobrik has driven ongoing success. Holland Home’s experience demonstrates that remarkable results follow when communities empower prospects through trust, education, and personalization.
Unlock the power of Roobrik to engage the hidden audiences already exploring your community. Improve lead quality, shorten the sales cycle, and drive move-ins with confidence. Book your personalized demo today and see the difference.
Jori Nwachukwu
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