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Portland, OR · Kitchen and bath remodeler · Local campaign

Aging-in-place bathrooms for longtime homeowners

Grace Kim made social posts and ran Meta ads for Larchwood Kitchen & Bath, a kitchen and bath remodeler in Portland, OR (May 4 – Jun 12, 2026): 22 walkthrough requests, 9 of them from grown children.

Client
Larchwood Kitchen & BathKitchen and bath remodeler
Where
Portland, ORSellwood, Westmoreland, Eastmoreland, and Beaverton
When
May 4 – Jun 12, 2026
Services
Social posts, Meta ads

Results

May 4 – Jun 12, 2026

  • 8,900People reached by the ads and posts
  • 347Clicks through to the walkthrough form
  • 22Walkthrough requests by form and phone
  • $337Meta ad spend, $15.32 per request
  • 9Requests from a son or daughter for a parent
  • 4Bathrooms signed for summer and fall

The brief

Larchwood had built four aging-in-place bathrooms the year before, every one for a homeowner who called after a fall or a surgery and needed it done in a hurry. The owners wanted to reach people before that point: longtime homeowners planning to stay, and the grown children who usually notice first. The limits: no scare tactics, no stock photos of older people, no medical claims, and printed copies for people who don’t use Facebook.

Goal
Reach longtime homeowners who plan to stay in their house, before a fall or surgery makes the change urgent.
Who and where
Homeowners 55 and older, and their adult children, in Sellwood, Westmoreland and Beaverton.

What the client gave me

Photos from the last bathroom they finished, phone photos of what it replaced, a checklist from an occupational therapist they work with, and a yes from a Beaverton senior center and two branch libraries to put a printed card on their notice boards.

The old bathroom: a tub with sliding glass doors, and the plastic stool the homeowner had started using to shower.
The old bathroom: a tub with sliding glass doors, and the plastic stool the homeowner had started using to shower.
The chrome grab bar a handyman screwed into the tile. It cracked the tile and was the reason they called.
The chrome grab bar a handyman screwed into the tile. It cracked the tile and was the reason they called.

What I made

Show safety features as good design, explain them in plain words and offer a free walkthrough. Facebook, Nextdoor and printed copies for a senior center notice board.

  1. A bathroom you can stay in for decades
    A bathroom you can stay in for decadesThe finished bathroom shot wide and warm, with nothing in it that says patient. The headline is about staying, not about age.Caption Leads with good design, not age. Longtime homeowners respond to a beautiful room that happens to be safer.
  2. What makes it work
    What makes it workThree features from the therapist’s checklist, each drawn as a design choice, with grab bars that match the faucets instead of the chrome one by the toilet.Caption Each safety feature is named plainly and shown as a design choice. This is the post adult children share with their parents.
  3. Plan it before you need it
    Plan it before you need itA couple planning at the kitchen table, not a crisis. This is the post grown children forwarded to their parents.Caption Speaks to where people actually are: thinking ahead, not in a crisis. Planning early means better choices and no rushed job.
  4. Free bathroom walkthrough
    Free bathroom walkthroughThe walkthrough in the owners’ words: measure, listen, talk through options. Printed on card stock for notice boards, with the phone number large.Caption A low-commitment next step for careful decision-makers. Posted on Facebook and Nextdoor, and printed for a senior center notice board.

How it went out

Where it ran

  • Larchwood’s Facebook page
  • Nextdoor in Sellwood and Westmoreland
  • Printed cards at a senior center and two libraries
  • Google Business Profile
  1. May 4“A bathroom you can stay in for decades” on Facebook, Nextdoor and Google
  2. May 5Meta ads start, about $9 a day across two audiences
  3. May 6“What makes it work” on Facebook, and as the ad for grown children before Mother’s Day
  4. May 11Printed walkthrough cards up at the senior center and both libraries
  5. May 18“Plan it before you need it” on Facebook and Nextdoor
  6. Jun 1“Free bathroom walkthrough” becomes the ad for both audiences
  7. Jun 12Ads end
Best ad: What makes it work

Meta ads

Audience
Two ad sets within 5 miles of Sellwood and of Beaverton: adults 60 and over, and adults 35 to 55 for their parents
Budget
$350 planned, $337 spent
Dates
May 5 – Jun 12

The 35-to-55 ad set was the surprise. It cost less per click ($0.71 against $1.08) and brought more walkthrough requests than the one aimed at homeowners, because grown children clicked, then called with their parent on speaker. Most of those calls came in the week after Mother’s Day.

What happened

Phone calls outnumbered forms two to one, so the large phone number on everything mattered. The printed cards brought 5 of the 22 requests, all by phone, from people who said they’d seen it at the library. Nextdoor is what didn’t work. “Plan it before you need it” turned into a long thread of neighbors recommending their handyman for grab bars, which is fair, and it buried the post. Of 22 walkthroughs, 4 became signed bathrooms, none of them rushed, and two more homeowners asked to be called again in the fall.

What I’d do next

Run it again around Mother’s Day and Father’s Day, aimed at grown children first. Put a phone number in every ad, since most people called. Ask to leave cards where people wait, like pharmacies and physical therapy offices nearby. And skip Nextdoor for this one.

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Availability updated Oct 12, 2026.

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