For prospective residents as well as their families, having the opportunity to explore the halls of their potential new home is essential when it comes to making the decision to transition to a retirement community.
When COVID-19 forced Legacy Reserve at Old Town, one of the newest facilities located in the heart of Columbus, Georgia, to close its doors to visitors, the staff found it nearly impossible to provide a fulfilling tour through the phone or 2D pictures. They needed a more immersive way to welcome prospects to experience the space and all of its amenities.
That’s when they partnered with Adgie Images to create a vibrant digital experience that allowed families to tour the facility from the comfort and safety of home.
We spoke with Greg Crutcher, CMO of Legacy Reserve at Old Town, to learn more about how they’re using digital twins to connect with the community.
Q: How have you used Matterport to support Legacy Reserve at Old Town?
During COVID-19, it was tremendously hard to paint a picture of our communities over the phone with prospects, even through the Facetime app. By accessing a Matterport digital twin of Legacy Reserve at Old Town, it allowed them to view common areas and different apartment types in detail and on their own time. We included a link on our website home page as well as email communications to prospects.
Q: Why is it important to have a Matterport 3D experience of the community? Why is photography alone not enough?
The whole experience just feels different. It’s exciting to use this immersive experience to give families who live in other parts of the country a true visual feel of being present and walking the hallways.
In addition to marketing to prospects, Matterport provides current families the opportunity to look at areas of the building they have never explored and encourage loved ones to take advantage of amenities like the indoor pool, exercise room, and theater.
Q: What direct feedback and results have you received?
We track all of our visits to our website and individual page visits and bounce rates. These tell us a story about what content and images are important to our prospects. We noticed after uploading Matterport 3D tours that page visits went up almost 200% and the amount of time spent on the site tripled.
Q: How do you anticipate the models will factor into your marketing and facility operations strategy, as we continue to navigate the pandemic?
We never know what the future holds in our new reality. If, by some chance, we do have to shut our doors again to protect our residents, Matterport would be the only way to reach new prospects.
Q: Anything else you would like to add?
Brit and Ben at Adgie Images have done an amazing job with our communities. They have introduced us to this new world of Matterport and marketing with the technology. I get hundreds of emails each day, but I'm very glad I took the time to reply to theirs!