The Bill House
Meet the client
The Bill House is a 38-bed specialist dementia home on the seafront in Selsey, led by Director Adam Alexander and is part of Park Group, a family business. The home is built around specialist dementia care delivered by a close-knit team, with a strong emphasis on knowing every resident and supporting their family through what is often a difficult decision.
The Challenge
Private occupancy at The Bill House had fallen to around 22%, and the home was around 32 to 33 residents against 38 beds. Enquiries had slowed noticeably, particularly online, in what is a highly competitive area for dementia care. The team were also handling enquiries and giving tours without a defined sales process behind them, so opportunities were being lost between the first phone call and the decision to move in. Without a consistent flow of private enquiries, and without the confidence to convert them, it was difficult to lift occupancy or protect the income the home needed.
Prosperwell's
Approach
- Setting up a consultation to understand their business specifically and what their USPs are compared to the competitors in the area.
- Targeted customer acquisition campaigns using Google, and a tailored remarketing strategy on Facebook and Instagram.
- Implementing bid strategies to receive the maximum amount of leads for the minimum cost per acquisition.
- Using our Smooth Analytics platform to listen to calls, track stats and view live chat leads.
- Daily monitoring, management and refinement of the campaigns, with monthly meetings and feedback reports.
- Using our care sector experience to anticipate seasonality and changes in occupancy, advising when to increase or reduce budget ahead of a dip rather than after it.
- Prosperwell Sales Training delivered to the wider team, covering the full enquiry journey from first phone call through to viewing and move-in.
- Account manager working closely with customer relationship managers to ensure that leads received were converted.
- Monthly lead audits with the whole team, prompting follow-ups on older enquiries that hadn't yet been revisited.
- Getting to know the business and keeping a keen interest so we could constantly feedback suggestions or improvements.
- Reviewing internal processes to enhance business growth and operations with innovative strategies.
The results
Private occupancy rose from 22% to 38%, and overall occupancy moved from 90% to 98% in the space of six weeks, averaging 96–97% across the year. The Bill House reached 100% occupancy for the first time in its history and has maintained a consistent waiting list behind it, with enquiry volume reaching 10–12 calls a day at its busiest. Alongside the numbers, the sales training gave the whole team, from managers to care staff and housekeepers, the confidence to show the home and guide families through the decision.
"We chose Prosperwell because they specialise in care. Our private occupancy has increased from 22% to 38%, and they're very good at pre-empting when occupancy may change, which allowed us to go from 90% to 98% within the space of six weeks. Without doubt it's an important part of any growth plan, and I would highly recommend it to any care home provider."
Adam Alexander, Director
