Case Study: The Arbor Company achieves clearer lead attribution and increased resident leads with CallRail

How call tracking helped SmartBug & The Arbor Co. optimize sales and marketing together

The Arbor Company, a senior living operator with 44 independent and assisted living communities, faced the challenge of optimizing marketing and sales around prospects who preferred calling rather than filling out forms. To close the attribution gap and better enable leasing teams working from temporary preview centers, they turned to CallRail’s call tracking solution (with agency support from SmartBug) to capture and route phone leads and integrate call data into their marketing stack.

CallRail provided tracking numbers, custom call flows, call transcriptions, keyword tracking and a HubSpot integration, enabling sales training, smart routing to cell phones or voicemail, and seamless porting once a property opened. The solution let SmartBug and The Arbor Company focus on qualified calls with predictive lead scoring and showed clear impact—25% of move-ins attributed to digital channels actually began as phone calls—improving marketing ROI and making CallRail a core part of their sales and reporting strategy.

The Arbor Company

Chris Harper

Vice President of Communications