How Arrow Senior Living Optimized for AI Search and Started Winning on ChatGPT, Gemini, & Perplexity
How Arrow Senior Living increased AI search visibility by 9.2% and drove 52.8% more leads with Birdeye Search AI across 46 communities.
homeresourcescase studiesHow Arrow Senior Living Optimized for AI Search and Started Winning on ChatGPT, Gemini, & Perplexity
Senior Living
+9.2%
Visibility score increase
+52.8%
Increase in lead volume
Company Snapshot
Founded in 2009, Arrow Senior Living is a senior living management company that operates independent living, assisted living, and memory care communities across multiple states. Headquartered in St. Charles, Missouri, the company manages more than $2 billion in assets and is known for combining compassionate, resident-focused care with innovative technology to enhance the senior living experience
The Challenge
Families were asking AI where to put their loved ones. Arrow didn't know if they were showing up.
The way families research senior living has fundamentally changed. They're not just Googling, they're asking ChatGPT, Gemini, and Perplexity. And those AI engines don't just return links. These pick a winner and recommend it.
With 46 communities and no headcount to investigate manually, Arrow had no way to know which locations were showing up in AI answers, how they were being described, or what was holding the others back.
“Search AI has been one of those right tool, right time moments.”
Shannon Novak
Senior Managing Director of MarketingThe Birdeye Solution
Search AI showed exactly how every community appeared on ChatGPT, Gemini, and Perplexity — and recommended how to fix it.
Arrow implemented Birdeye's Search AI, and for the first time, they could see how each of their 46 communities appeared on ChatGPT, Gemini, Perplexity, and beyond — tracking visibility, accuracy, citations, and sentiment per location.
This revealed which websites AI engines were pulling from to form their answers, where Arrow's data was missing or wrong, and how AI was describing each community — the specific words, themes, and sentiments shaping families' first impressions.
Search AI's agents then prioritized the fixes that would move the needle most: updating listings, filling content gaps, optimizing community descriptions with the right keywords. Because Arrow was mid-website-rebuild, improvements could be deployed in real time and immediately picked up by AI engines.
Measurable Impact (over 1 month)
1.4K → 2.1K new leads
A 52.8% jump established immediately at launch
16.24% → 18.88%
Lead quality held strong and improved even as volume scaled
“It’s really helping us lay the foundation to show up better — with better support for keyword searches by having suggestions of the right words to use in our community descriptions.”
Shannon Novak
Senior Managing Director of MarketingKey Takeaways
- Arrow gained the visibility to compete in an AI-first search landscape without adding headcount or disrupting existing workflows
- Within one month of implementation, Arrow increased lead volume by 52.8% while also improving tour-to-deposit conversion rates, showing stronger lead quality alongside higher demand.
Birdeye: The Obvious Choice
Recognized as G2's #1 Enterprise Agentic Marketing Platform across 10+ categories, Birdeye is the proven choice for the world's largest brands to consolidate their tech stack and scale local execution through AI agents.
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