Cordwainer Lead Management & CRM Setup
Overview
Cordwainer currently uses two tools for lead and tour management — Eldermark (CRM, also has a lead-sourcing component) and Further (tour scheduling). Neither is deeply configured, and no email nurturing sequences are in place. The immediate priority is to gain access to both systems, assess what's being tracked, and build out a structured pipeline with lead scoring and automated follow-up.
This work is part of the broader [1] engagement. See also [2] for the traffic-generation side of the funnel.
Current State
| Tool | Purpose | Status |
|---|---|---|
| Eldermark | CRM + lead sourcing | In use; configuration unknown |
| Further | Tour scheduling | In use; integration with CRM unclear |
| Email marketing | Nurturing sequences | Not in use — gap to close |
The team does not yet have login access to either platform. Obtaining credentials is the top priority for the kickoff call.
"We need to get in and see what all is going on, where and how, what's being tracked, where and all that." — Mark Hope
Target Pipeline Stages
The client's desired lead flow maps to four stages:
Inquiry → Tour → Move-In → Resident
Each stage needs defined entry criteria, owner actions, and automated touchpoints. Tours are the critical conversion point: Cordwainer reports a 7-of-8 tour-to-move-in close rate, making tour volume the primary lever for filling the 6 empty beds.
Lead Scoring Framework
Lead scoring should operate on two axes, consistent with the agency's standard approach:
1. Fit Score
Measures how well a prospect matches the ideal customer profile.
- Geography: South Shore Boston / within reasonable driving distance (North Shore and western MA are lower fit due to travel friction)
- Financial capacity: Private-pay families; Medicare/Medicaid prospects are low fit given Cordwainer's pricing tier
- Care need: Memory care diagnosis or strong indicators (dementia, Alzheimer's) — not assisted living or nursing care
- Decision stage: Active placement need vs. early research
2. Engagement Score
Measures behavioral signals indicating purchase intent.
- Website visits (especially to memory care, pricing, or tour pages)
- Blog content consumption
- Event attendance (cocktail hours, facility tours)
- Email opens and clicks
- Form submissions
High-fit + high-engagement leads should be prioritized for immediate personal outreach and tour invitations.
Email Nurturing Strategy
No nurturing sequences currently exist. Recommended build-out:
Trigger-Based Sequences
| Trigger | Sequence Goal |
|---|---|
| Form submission / inquiry | Acknowledge, set expectations, invite to tour |
| Tour completed | Follow-up within 24–48 hrs, reinforce value, next steps |
| Event RSVP | Pre-event reminder, post-event follow-up |
| No response after 2 weeks | Re-engagement with soft content (blog post, event invite) |
Waitlist Nurturing
Once the 6 beds are filled, the focus shifts to waitlist development. Email is the primary channel for keeping waitlist prospects warm — sharing events, resident stories, and facility updates.
"You've got to get the email addresses, and once you get them, then you've got to work them." — Mark Hope
Content Themes for Nurturing
- What to expect from memory care (educational)
- How Cordwainer differs from assisted living / nursing care
- Upcoming events (cocktail hours, facility open houses)
- Family caregiver resources
Lead Qualification Process
The client has expressed frustration with unqualified leads from prior agencies. The tension: heavy qualification forms reduce friction but also reduce volume.
Recommended approach:
- Keep the initial inquiry form short (name, email, phone, brief message)
- Use a follow-up qualification call or automated email sequence to surface fit signals before routing to the sales team
- Apply negative keyword strategy in any future PPC campaigns to filter out assisted living, nursing home, and Medicaid-related searches at the ad level
"If it really bums your karma to have to screen a lead, the only other way is to have the form ask 900 questions, which will create friction." — Mark Hope
CRM Access & Integration Questions
To be resolved at or after the kickoff call:
- [ ] Obtain Eldermark login credentials
- [ ] Obtain Further login credentials
- [ ] Determine if a separate email marketing tool is in use (e.g., Mailchimp)
- [ ] Map current data fields and lead stages in Eldermark
- [ ] Assess whether Eldermark and Further are connected or siloed
- [ ] Evaluate whether Zapier automations are needed to bridge tools (Chris to assist)
- [ ] Determine if CRM replacement is warranted or if optimization of existing tools is preferred
Room Type Segmentation
The 6 empty beds include a mix of private suites and companion suites. These require distinct marketing messages and likely attract different buyer personas:
- Private suite: Individual or family placing a single resident
- Companion suite: Typically a couple, or two residents who know each other
Lead capture and nurturing should eventually segment by room interest to improve relevance.
Key Personas
| Persona | Description |
|---|---|
| Adult children | Managing placement for a parent; often the primary researcher and decision-maker |
| Spouse | Placing a partner; higher emotional stakes, often more urgent timeline |
Both personas are private-pay, upper-income, South Shore / Greater Boston area. Marketing should speak to peace of mind, quality of care, and the facility's high-end environment — not price competition.
Action Items
| Owner | Task |
|---|---|
| Sebastian | Obtain Eldermark and Further credentials at kickoff |
| Sebastian | Assess current CRM configuration and data quality |
| Chris | Build Zapier automations for tour-complete and inquiry triggers |
| Team | Design initial email nurturing sequences (inquiry → tour, post-tour) |
| Team | Define lead scoring criteria in Eldermark once access is obtained |
Related Articles
- [3]
- [2]
- [4]
- [5]