Two elderly women sit outside on a porch, smiling and talking. One woman wears glasses and has her arm in a sling; the other wears a black jacket and patterned pants. There are pink flowers in the foreground.

We Used Organic Strategy to Beat the Lead Aggregators

Industry

Senior Living

What We Did

Brand + Marketing Strategy | Web Design + Development | Photography | Video + Post Production | Print Collateral | Performance Marketing | Email Marketing

Impact

2:1
Lead conversion to tours compared to paid referral sources.
8:1
Lead conversion to move ins compared to paid referral sources.
2.5%
Leads were more likely to convert overall.

Chapters Living

Chapters Living is dedicated to dynamically improving the lives of seniors through assisted living and memory care. The company owns and operates eight communities across five states: Texas, Arkansas, Indiana, Kansas, and Illinois. The organization is rapidly expanding and expects to double its number of communities by year end.

Chapters Living partnered with Experience Fresh to bring its vision to life through a complete brand build, from name and identity to marketing strategy and creative execution. The goal was to position Chapters Living as more than a residence; it is a home.

ExF developed a brand narrative rooted in warmth, care, and connection, supported by a digital-first strategy designed to attract high-intent leads organically. Serving as the company’s marketing desk, ExF delivered omni-channel campaigns across web, search, and social that captured qualified leads directly through owned assets while reducing dependency on costly third-party lead aggregators such as A Place for Mom and Caring.com.

A large sign reading Chapters Living Assisted Living • Memory Care stands in front of a landscaped area, with a building and an American flag visible in the background under a clear sky.
Five people stand together outside, smiling at the camera. They wear business-casual and work uniforms, suggesting a friendly team or coworker group. A building entrance and stone pillars are visible in the background.
A collection of open and closed brochures on a table, featuring senior adults in photos and text about chapter living. One open brochure shows an elderly woman sitting and smiling, with calming blue and beige page designs.
A caregiver smiles warmly and holds hands with an elderly woman in a wheelchair, sharing a caring moment indoors. The background features a light-colored brick wall.
A collage of social media posts featuring various holidays and observances, such as World Health Day, Veterans Day, and Merry Christmas, with images of people, food, and symbols related to each occasion.
An older woman with gray hair smiles joyfully while holding up bingo chips, sitting at a table with a bingo card and red chips in front of her.
An older woman smiles while holding hands with a younger woman outdoors. They appear to be walking together, sharing a warm and supportive moment.
Modern single-story building with stone and siding exterior, large central wooden double doors, arched entryway, white trim, and neatly landscaped front lawn under a clear sky.