Building a Strong Waitlist and Maintaining Occupancy

Healthcraft’s Success with Ginger Cove

Ginger Cove is Annapolis’ only true Life Care Community. As a continuing care retirement community (CCRC) serving an affluent area, Ginger Cove wants to showcase their lifestyle and amenities to seniors seeking a vibrant, social, and adventurous life. As a community that focuses on keeping their independent living apartments full, maintaining a healthy waitlist is a critical part of their strategy.

The Challenge: Maintaining a Full Waitlist

In the year leading up to their collaboration with Healthcraft, Ginger Cove aimed to achieve full occupancy. From September 2024 to May 2024, they had an average of 12 leasable units available. By June 2024, they had finally achieved full occupancy, and their goal was to maintain 100% occupancy while building a substantial waitlist.

Ginger Cove began working with Healthcraft in July 2024 to accomplish these objectives. 

Our Approach: An Omnichannel Strategy

Healthcraft Creative Solutions developed a campaign to highlight Ginger Cove’s vibrant, lifestyle and amenities. We crafted a set of key messages to use throughout their marketing efforts, including in the following channels:

• Direct Mail to Drive Event Attendance – Ginger Cove organized on-site marketing events to encourage prospects to visit the campus and experience what Ginger Cove has to offer. Healthcraft worked closely with Ginger Cove to determine the types of monthly events to offer, such as floral design classes, downsizing advice, Oktoberfest beer tastings, and wellness class samples. We then created targeted direct mail invitations for these events.

• Social Media to Showcase Lifestyle – Ginger Cove was already creating resident-focused social media posts that gave a personalized touch to their social media presence. Healthcraft enhanced their social media by creating polished, branded content that focused on amenities, wellness classes, events, new blogs and more.

• Email that Increases Engagement – Before working with Healthcraft, Ginger Cove sent infrequent email marketing messages without segmenting their contact list. That meant everyone received the same message, regardless of whether they had already toured Ginger Cove or been added to the waitlist. Healthcraft began sending weekly email messages and segmented the list so that the waitlist received unique messaging. 

The Results

When comparing September 2023-June 2024 to September 2024-June 2025, the results are clear.

• Ginger Cove has maintained nearly full occupancy throughout their time working with Healthcraft, with no more than two available units in any given month. 

• Leads generated from direct mail increased 12%.

• Leads from on-site events increased nearly 77%.

• Segmenting the email list led to a 70% open rate and 27% click rate for waitlist emails.

Ginger Cove’s collaboration with Healthcraft has proven successful in maintaining occupancy and strengthening their waitlist strategy.

Achieve Your Goals with Healthcraft

Healthcraft Creative Solutions helps senior living providers tackle real-life challenges with targeted marketing backed by decades of healthcare expertise. If you’re working toward increasing occupancy, building a waitlist, or differentiating your community from your competitors, we can help. Schedule a complimentary consultation to learn more.

Testimonials and Case Studies describe past work of Healthcraft Creative Solutions, and past performance is no guarantee or representation of future outcomes.