Aveo Retirement Villages : Strategy | SEM | Social | Hyperlocal | Dynamic Retargeting
Aveo: 1,054% growth in monthly leads
The Aveo Group is a major Australian owner, operator, and manager of retirement communities. The company runs over 60 retirement villages across Queensland, New South Wales, Victoria, and Tasmania, providing independent living and support services for more than 10,000 residents.
The Challenge
Choosing where to retire isn’t a quick decision. It can take years – and it rarely involves just one person.
Aveo needed to reach mature Australians well before they were ready to move, while also engaging the family members and key influencers helping shape that decision.
The challenge was bigger than generating leads. Aveo needed to build familiarity, confidence and trust early, then turn that consideration into enquiries and village tours – ultimately becoming the retirement choice the whole family felt good about.
Objectives
- Reach mature audiences early in the retirement decision journey.
- Reach both prospective residents and the family members involved in their decision.
- Grow lead volume without sacrificing efficiency or quality.
- Increase high-quality enquiries and village tours.
- Strengthen Aveo’s position as a preferred retirement living choice.
Strategy & Execution
Connected Media developed and managed an integrated paid media strategy built around a simple insight: to be a part of a major life decision, you need to reach both the decision-maker and the people they trust.
We combined deep expertise in reaching mature audiences with a dual-audience targeting strategy designed to engage prospective residents alongside their children and other key family influencers.
Hyperlocal campaigns supported individual village sales priorities, ensuring investment was directed where it could have the greatest commercial impact.
Customised dynamic retargeting kept Aveo relevant as prospects moved through a long consideration journey, while differentiated product positioning and communications were continually refined using market and performance insights.
This wasn’t about chasing cheap leads. It was about creating sustained demand – and converting that demand into higher-quality opportunities for Aveo.
Results
Leads
+1054%
Leads growth over 5 years
In my 10+ years working in digital marketing, Connected have been hands down the best digital media agency I have personally worked with. They really understand our business goals, the challenges of our industry, and they have adapted to our changing needs over the years. Plus, they are a good bunch of people that are a joy to work with!
