How Oasis Senior Advisors Build Relationships at Scale With Constant Contact

Finding the right senior living community can be an overwhelming experience for older adults and their families. Often, they are navigating unfamiliar community landscapes, weighing important care options and trying to figure out what comes next. For Oasis Senior Advisors, helping families consider these options is deeply personal work. Their franchise network of local advisors guides families through their choices, helps them find communities that meet their needs, and builds relationships with the communities they serve.

As Oasis Senior Advisors grew their network, supporting these local relationships through marketing became increasingly complex. For Crystal Pizarro, Director of Marketing, and Meagan Cate, Marketing Manager, the challenge was finding a way to meet the marketing needs of corporate while giving individual franchisees the flexibility and support to market their business locally, all without adding complexity to their day-to-day work. 

Constant Contact Teams has helped Oasis Senior Advisors bring their franchisees together on one platform, streamline operations, better understand what’s working across the network, and provide their advisors with better marketing tools and support. 

Connecting the network and making marketing more effective

Before bringing the franchisee network together under Constant Contact Teams, Oasis Senior Advisor franchisees were using different email marketing platforms. This made it difficult for Crystal, Megan, and their team to manage campaigns consistently or get a complete view of how individual locations were performing. Supporting multiple systems also created additional work for their technology and operations teams. Bringing the entire franchise network onto Constant Contact Teams changed that. 

“We have everyone on Constant Contact, which is fantastic. And now, from a reporting standpoint, Meagan and I have this seamless look in saying, ‘this is exactly how everyone is performing’.”

Now, the marketing team can easily identify successful campaigns, find locations that may need additional support, and share insights that help other franchisees improve their own marketing. It also gives franchisees a better understanding of where they stand within the network, creating opportunities to learn from locations that are seeing success. 

“We saw reduced operational costs, because our technology team and our operations team are not going back and forth with two different platforms, and now it just gives the franchisee the same autonomy to say ‘okay, I can look at how I’m performing against everyone else,’ or ‘ I know there’s one person for me to call with my problem; I don’t have to reach out to a thousand people for one email problem.’ So that has streamlined a lot for us,” said Crystal.

Growing their audience

With the entire network working under one platform, Crystal and her team have been able to build a broader, more consistent marketing effort. Across their franchise locations, Oasis has sent 1.3 million emails this year alone through Constant Contact, with an average open rate of 34.3% and a click-through rate of 2.3%, both above industry averages.

At the same time, the network has expanded their subscriber base by 33.8% through the use of sign-up forms and landing pages within the tool. 

Giving franchisees the tools to build their local businesses

The next step was making sure franchisees had the tools and resources to market their business while maintaining a consistent Oasis brand. Templates became an important part of that effort, as it gave franchisees a starting point while ensuring their communications remained on brand without requiring them to build every email from scratch.

The team also provided pre-built automation paths that franchisees could incorporate into their marketing efforts. These gave local advisors a way to stay in touch with their audiences consistently, deliver relevant content over time, and guide prospective clients through their journey without having to manually manage every touchpoint. Together, templates and automations gave franchisees a more practical foundation for marketing, while making it easier to maintain regular communication with the people they serve. 

For a relationship-driven business like Oasis Senior Advisors, consistency couldn’t come at the expense of personalization. As Crystal explains, “The most important part of [franchise] marketing, especially when you have multi-locations, is that it’s not one-size-fits-all.”

Each franchisee works with a different community, audience, and network of local referral partners, so their emails must reflect those relationships and feel relevant to the people receiving them. To balance these needs, the marketing team built templates with flexibility in mind. Using the locked content feature in Teams, Crystal and Megan were able to lock certain elements to protect brand consistency, while leaving other sections open for franchisees to personalize. This way, every email still felt like Oasis, but it also sounded and felt like it came from the local advisor.

 “We encourage them to add their local flair, like opportunities they want to share, but we kind of give them the ground of, like, ‘hey, this is a template, this is already created for you, but this specific portion is where you can add your localized content in’,” said Meagan.

Keeping relationships at the center of their business

Ultimately, all of these efforts support the most important part of their business: the relationships that make Oasis Senior Advisors’ work possible. Families are making important decisions about the care of the people they love, and it’s critical that they can connect with knowledgeable, compassionate advisors they can trust. “One thing we always say in training is ‘Oasis is a relationship-first business’,” explains Crystal. 

Constant Contact Teams gives Crystal, Meagan, and their team a way to provide consistent resources and guidance across the network, while helping franchisees spend less time figuring out marketing on their own and more time doing what they do best: connecting families with the guidance and support they need.