The Arbor Company operates more than 45 senior living communities across 11 states, offering independent living, assisted living, and specialized memory care. For nearly 40 years, The Arbor Company has built its reputation on deep relationships, personalized experiences, and resident-focused hospitality.
In senior living, phone calls are central to decision-making, serving as the first step for families researching care, cost, and availability. However, communities like The Arbor Company also receive a constant stream of job or sales inquiries, family check-ins, and operational questions, making it difficult to distinguish new inquiries from routine traffic. Without clear visibility, The Arbor Company couldn't accurately measure which marketing investments were actually driving growth.
How The Arbor Company drives results with CallRail
Using CallRail, The Arbor Company was able to:
- See that Google Business Profile drove 63% of inbound calls in a seven-day period
- Eliminate paid spend on branded Google Ads after seeing most calls were non-sales inquiries
- Track where calls came from across 45+ communities while keeping name, address, and phone number consistent online
- Separate new sales inquiries from routine resident, family, and operational calls
- Use call data as a source of truth to guide local marketing and budget decisions
Too many calls, not enough clarity
Before CallRail became The Arbor Company’s source for marketing insight, the challenge wasn’t getting calls — it was knowing which ones were worth paying for. Without source-level attribution and a consistent way to identify sales conversations, branded ads and other campaigns could inflate call volume without increasing move-in inquiries. Across nearly 50 communities, The Arbor Company needed a clearer way to separate meaningful demand from everyday traffic.
The real value is in the source tracking and keyword pools.
– Mary Cate Spires, VP of Marketing and Digital Strategy, The Arbor Company
Using CallRail to turn call volume into clear insight
The Arbor Company uses CallRail’s Call Tracking to see exactly where their calls come from while separating new leads from routine calls. It starts with a simple call flow that acts as an initial filter, asking callers to choose between sales or other support, ensuring teams know why someone is calling even before they answer the phone.
To help distinguish sales inquiries from everyday calls, The Arbor Company uses CallRail to qualify inbound calls using two practical signals:
- Keyword spotting: Automatically flags calls that include high-intent terms such as “tour,” “pricing,” or “availability,” helping the team surface potential sales conversations without listening to every recording.
- Call length filtering: Tags longer calls as qualified, since sales conversations typically last longer than quick support or informational questions.
This approach gives The Arbor Company a fast, reliable way to assess lead quality at scale while keeping reporting focused on meaningful demand. It also allows The Arbor Company to manage nearly 50 unique communities, giving each location its own data pool while keeping reporting in one place. CallRail's Google Business Profile integration lets The Arbor Company track calls while keeping their business name and address consistent online to protect their local search rankings and build trust with families looking for senior care.
CallRail handles the keyword pool for us. If we had to manually create the logic on our website to show a certain number for a certain source, the amount of time and the opportunity for error would be insane.
– Mary Cate Spires, VP of Marketing and Digital Strategy, The Arbor Company
The moment that saved The Arbor Company’s marketing budget
When The Arbor Company reviewed call data from branded Google Ads, they uncovered an unexpected pattern. Most callers were not new prospects. Instead, branded ads were driving calls from existing residents, staff, and family members — conversations that would have happened even without paid promotion.
With CallRail’s data as proof, the team turned off branded keyword call campaigns, eliminating spend on routine, non-sales calls while preserving visibility through organic channels and Google Business Profile.
Call Tracking also helped The Arbor Company reassess traditional advertising, such as print and direct mail. Data showed these channels generated very few calls, reinforcing a strategic shift toward non-branded PPC and organic digital channels where families were actively searching for senior living options.
Once CallRail gave us the data to confirm those calls were unqualified, we were able to turn that advertising off and stop paying for non-sales conversations.
– Mary Cate Spires, VP of Marketing and Digital Strategy, The Arbor Company
Google Business Profile as a critical growth channel
CallRail also helped reveal an important insight into The Arbor Company’s local marketing performance. By extending Call Tracking to Google Business Profile, the team gained visibility into the source of inbound calls.
In a seven-day period, 63% of inbound calls originated from Google Business Profile. While not every call was a sales inquiry, the volume confirmed Google Business Profile as a major driver of calls for The Arbor Company’s communities.
With that insight, the team knew where to focus local search efforts, including listings and reviews.
Managing performance across 45+ unique communities
By comparing qualified versus unqualified calls across communities, The Arbor Company can spot where qualified calls drop off or where reviews may be affecting demand. These insights help the team differentiate between national and local resource allocation to ensure support goes where it’s needed most.
This visibility also provides a scalable framework for growth. When The Arbor Company acquires a new community, the location can be “plugged in” to start tracking from day one with complete oversight while recognizing that each community operates differently.
Supporting high-stakes communication beyond marketing
Beyond improving marketing, CallRail also plays an important operational role for The Arbor Company. The team uses CallRail to manage crisis communications during hurricanes, public health emergencies like the pandemic, and service disruptions.
Crisis hotlines and voicemail messaging can be updated quickly across communities, so families receive timely and consistent updates. In an industry built on trust and reassurance, this reliability matters as much as performance data.
A clearer, more confident marketing operation
Today, The Arbor Company uses CallRail as a source of truth to understand call sources, reduce wasted spend, and compare performance across nearly 50 communities. Calls aren’t just volume anymore — the team can now separate qualified inquiries from routine calls and see which channels are driving demand.
For senior living and other high-call-volume healthcare teams evaluating Call Tracking, The Arbor Company’s experience shows what changes when you can tie calls back to the source and use that data to guide marketing budget and local strategy.
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