Silvergate Fallbrook

Cracking the Uncrackable

How Digital Seniority Helped Silvergate Achieve 100% Occupancy - and Begin Weaning Off Aggregators

Independent & Assisted Living

Location

Fallbrook, California

Timeline

~12 months

Objective

Improve occupancy, reduce aggregator dependency

Outcome

100% full census + waitlist, qualified lead cost ↓ 69%, sales + marketing alignment unlocked

Kyle Simourd

Digital Seniority worked with us on our digital marketing and SEO, for the launch of a seniors residence with over 130 suites. In about 20 months, in the midst of the COVID pandemic, we have leased up to 90% occupancy, with an abundance of leads that have come digitally. Thanks!!!

The Challenge

Fallbrook had never reached full occupancy.
Not once.

Despite being a beautiful, well-run community, its rural location and historical performance made it the most difficult to fill in Silvergate’s San Diego portfolio.

Fallbrook was long considered unfillable. Previous agencies couldn’t move the needle.

Leads from third-party referral agencies were expensive, shared with competitors, and often unqualified. The internal sales team was frustrated. Marketing efforts weren’t translating into move-ins.

Fallbrook was the “problem child.”
DSN was brought in as a last strategic push.

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Our Approach: Cracking the Code, Together

Success didn’t come from one ad. It came from rebuilding the entire system — and doing it in lockstep with the Silvergate team.

Full-Funnel Rebuild

CRO-optimized landing pages with embedded booking tools

Fixed broken tracking (e.g. Further scripts not firing)

Added spam filtering (CAPTCHA, honeypot, Fraud Blocker)

Enabled heatmaps and scroll tracking for real-time behavior insights

Smarter Targeting & Messaging

Pivoted to adult children (not seniors) as the primary audience

Created hyper-local, emotionally resonant ad creative (faith, family, pride)

Geo-fenced campaigns replaced banned remarketing

Added “Starting from…” pricing to reduce under-budget leads

Sales Alignment & Behavioral Change

Weekly strategy calls synced sales and marketing in real-time

DSN integrated feedback from the new Sales Director, Maureen, to refine targeting

Higher-quality leads built trust, encouraging the team to deprioritize aggregator referrals

Once we had good leads from our own site, the behavior started shifting. The team didn’t feel like they had to rely on aggregators as much.

Anneline Breetzke, CEO, DSN

Results

Metric

Before DSN

After DSN

Occupancy

~75%

100% + 2 move-ins pending

Cost per SQL

~$1,800

$570

Qualified Lead Rate

~30%

45–50%

Tour Completion Rate

~20%

51–77%

Aggregator Dependency

Primary source

Actively reducing

“We are at 100% in our Fallbrook building… and that happened in the year since we hired you guys.”

Christine, Silvergate Retirement Residences

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This wasn’t marketing done for the client — it was built with them.

Together with Silvergate’s sales and marketing leaders, we co-created the path forward:

• Tweaked based on real feedback

• Strategized weekly

• Celebrated wins as one team

“Fallbrook has always been the problem child. So this is a huge achievement.”

Scott Arnold, Director of Sales & Marketing

The Takeaway

Hard markets don’t scare us. They excite us.

Fallbrook’s full census proves that with the right strategy, the right people, and the right partnership — no community is uncrackable.