Senior Housing, Feeling Limits in Analog Measures, Achieves 2.5x Target Visitors with Digital Advertising Specialized for Seniors: A Case Study of Support

Alps Care Heart Co., Ltd., which operates the service-assisted senior housing "Fureai no Mori Sagamiko," received digital marketing support specialized for seniors from Oustance Co., Ltd. For Alps Care Heart, which was feeling the limitations of analog measures centered on print media, Oustance designed and executed a three-phase roadmap. This roadmap started with target audience design that clearly separated "immediate need" and "future consideration" segments, combining a senior-specific "questionnaire-based CV acquisition strategy" with listing ads and LP optimization. On the first day of the campaign, dozens of document requests were received, ultimately achieving 2.5 times the target number of visitors. *For details of this case study, please refer to the full case study article at the URL below. View Details Summary Challenges Dependence on analog measures and stagnation in lead generation: Relying entirely on print media such as town newspapers, flyers, and post-mailing for customer acquisition led to significant fluctuations in document requests and visitor numbers month by month, preventing stable lead generation. Opportunity loss due to the misconception of "seniors = analog": Digital approaches to the target audience of independent seniors had never been considered, and customer acquisition was dependent on limited sales channels such as intermediaries and hospitals. Limitations of strategies targeting only "immediate need" segments: Senior housing is a product with an extremely long consideration period (over 80% take "over 3 months"). There was a structural challenge where focusing only on the evident immediate need segment would not lead to maximizing long-term contracts. Measures Separate target design for "immediate need" and "future consideration" segments: Defined target requirements for 60-80 year olds, independent seniors, with assets over 70 million yen, in the Kanagawa-Tokyo area, and formulated a strategy to engage approximately 12,000 households in the "future consideration" segment early. Questionnaire-based CV acquisition strategy (utilizing Shuminokurabu): Designed questionnaire-format advertisements that naturally deepen understanding and interest in the product without a "salesy" feel. Constructed an experience flow that naturally leads to document requests and viewing reservations. Listing ads × LP optimization: Simultaneously implemented an ad structure that reliably captures the "immediate need" segment with designated keywords and designed an "LP that makes you want to visit." Results Dozens of document requests acquired on the first day of the campaign: Achieved immediate response unthinkable with traditional measures, leading to customer acquisition results that caused "happy cries" from on-site staff. Achieved 2.5 times the target number of visitors: Through the synergistic effect of questionnaire-based ads and listing ad measures, 2.5 times the target number of visitors was achieved in a short period. Improved staff morale and job satisfaction: Staff who were distressed by stagnant customer acquisition saw their days change to being busy with document requests, bringing about positive transformation throughout the organization. Inquire about this measure here Senior-specific "immediate need × future consideration" target design The starting point of this initiative was the organization of the target structure, taking into account the product characteristics of senior housing. Senior housing is a product with an extremely long consideration period among housing categories (over 80% take "over 3 months"). Therefore, stable lead generation cannot be achieved by targeting only the evident immediate need segment. Oustance estimated approximately 12,000 households as the "future consideration" segment, meaning those who are likely to move within 5 years. The volume of this "future consideration" segment is approximately 9 times that of the immediate need segment. Oustance determined that early engagement with this large potential segment is key to maximizing long-term contracts. Senior-specific "Questionnaire-based CV Acquisition Strategy" The core of this measure was Oustance's uniquely designed "questionnaire-based CV acquisition strategy." Seniors are highly sensitive to "sales pitches," and traditional advertising often struggles to capture their interest. This measure utilizes a questionnaire format to design an experience where the target audience naturally deepens their understanding and interest in the product without feeling "sold to." As they progress through the page with the feeling of "cooperating with a questionnaire," their empathy for the safe, convenient, and communal environment offered by "Fureai no Mori Sagamiko" grows, and before they know it, they want to request documents or make a viewing reservation—such a flow was constructed. No hard selling, yet it surely reaches them. This is a new approach that captures insights unique to the senior generation. Oustance offers a "questionnaire-based CV acquisition strategy" that leverages the unique psychological and behavioral insights of the senior generation. This approach, which eliminates the feeling of being sold to, can naturally lead to concrete results such as document requests and viewing reservations. We provide consistent, hands-on support as part of the client's team, from target design to ad distribution, LP production, and post-acquisition nurturing, and measures that connect insights to concrete results. If you are struggling with senior marketing, please feel free to contact us. Contact Us Here About Oustance Co., Ltd. Oustance is about "aging gracefully."