Liberty Senior Living AI Search Case Study

Senior Living Marketing Case Study

Liberty Senior Living operates dozens of independent living, assisted living, memory care/memory support, and skilled nursing and rehabilitation communities across the Southeast and Mid-Atlantic. As families increasingly turn to AI tools like ChatGPT and Google AI Overviews to research senior living options, Liberty wanted every community website to be visible, trustworthy, and easy for AI to understand, well before that became the norm.

Goal

Getting Ahead of AI Search to Drive Occupancy Growth

Results

Goal & Situation:

Liberty Senior Living operates dozens of independent living, assisted living, memory care, and skilled nursing communities across the Southeast and Mid-Atlantic. As families increasingly turned to AI tools to research senior living, Liberty’s community websites, built for traditional search, needed to adapt.

The problem:

• No sitewide structured data to help AI tools understand each community
• Strong competition from aggregator and directory sites competing for the same family questions
• No AI visibility baseline, making it hard to know where communities stood or where the opportunities were

Beginning in late 2024, Liberty and Search Influence began strengthening Liberty’s community websites through foundational SEO and semantic search best practices. Those same foundations also helped Liberty appear in emerging AI search tools like ChatGPT, Perplexity, Gemini, Copilot, and Google AI Overviews, giving Liberty a head start as families began turning to AI for answers.

The goal: translate that visibility into inquiries and support occupancy across every community, which today averages 92%+, several points above the industry average.

Search Influence’s Approach:

• Rewrote content for the way AI wants to read it, presenting core facts clearly on-page and building FAQ content around the real questions families are asking.
• Created and optimized off-site content, including video and podcasts, to create more opportunities for Liberty content to appear in search and AI-driven results.
• Made technical improvements, including schema markup and heading structure cleanup, to help both search engines and AI tools understand each community’s pages.
• Ran supporting digital ads and email alongside this work, including cold email campaigns as needed, HubSpot nurture sequences to keep existing leads warm, and consistent Google paid search, Meta display, and programmatic display across all communities.

Results:

The early investment in AI visibility pays off in AI-sourced traffic and in what those visitors do once they reach the site.

• AI-sourced sessions grew +487% over the prior 12 months, with ChatGPT referrals making up the majority, plus smaller contributions from Perplexity, Gemini, and Copilot.
• Portfolio-wide, AI-sourced visitors convert at a higher rate than the overall site: a 17.3% average AI-sourced conversion rate compared with 11.3% site-wide across all traffic sources.
• Branded search remains strong across the portfolio: 19,815 clicks from 60,340 impressions over six months, 33% average branded click-through rate, #1–1.5 average position on nearly every community’s own name.
• Community homepages generated 54,949 clicks from just over 2.1M impressions over six months, with strong SERP presence extending to health center landing pages at 10 of the 17 communities tracked.
• Average occupancy across Liberty communities is currently 92%+, 8 points above the industry average.

Top-Performing Branded AI Prompts

• “Is [Community] a good senior living option in [City]?” — 97.3% average presence across Gemini, Google AI Overviews, and ChatGPT
• “What services does [Community] offer?” — 98.7% average presence across Gemini, Google AI Overviews, and ChatGPT
• “Which assisted living facilities in [City] offer memory care?” — 90.5% average presence among communities that offer memory care