Cordwainer — Lead Source Consolidation & Attribution

Overview

Cordwainer Memory Care currently receives leads from four distinct sources, but only one of those sources (website form via Further) auto-populates into Eldermark with source attribution. The remaining sources require manual entry and produce no reliable attribution data. This article documents the current state, the gaps identified during the CRM discovery call, and the proposed consolidation strategy.

Related: ^[1] · ^[2] · ^[3]

Current Lead Sources

How Further Tagging Works Today

When a lead completes the Further chatbot on the website, Eldermark records two source fields:

1. Primary source: "Further"
2. Secondary source: The originating channel (e.g., Google SEO, Google My Business, or "website" for direct)

This dual-source structure is already in place and functioning for website-originated leads. The problem is that leads arriving through other channels bypass this flow entirely.

Key Gaps

1. Facebook Ads — Broken Attribution Path

Bodo previously set up a Facebook Lead Ad form that collected submissions directly within Meta (not redirecting to the website). This means:

• Leads do not pass through Further
• Leads do not auto-populate in Eldermark
• Source attribution is lost entirely
• Lead quality has been poor (respondents seeking standard apartments despite explicit memory care messaging)

Mark identified the root issue: Facebook clicks should redirect to the website contact form, not a native Meta form. This preserves the Further → Eldermark pipeline and enables UTM-based attribution.

"We want to direct everybody to the same place where they fill out a form and therefore when they fill out that form, they end up in the CRM and we can attribute where they came from."
— Mark Hope, discovery call

2. A Place for Mom — No Integration

A Place for Mom leads (~3/month) arrive via email notification and require Bodo to manually create a record in Eldermark. There is no API or automated import in place. These leads also receive no automatic follow-up task (the same gap that affects Further leads — see ^[2]).

3. Professional Referrals — Handled Outside System

Professional referrals (~1/month) come directly to Bodo and are entered manually. These are low volume but high value. No systemic gap beyond the manual entry requirement.

4. Caring.com — Dormant Contract

Cordwainer holds a contract with Caring.com but has received no leads from them in months. This source should be monitored but requires no immediate action.

Proposed Consolidation Strategy: "Single Door" Principle

The guiding principle, articulated by Mark Hope during the discovery call, is that all leads should enter through the same door — the website contact form — so that:

• Every lead auto-populates in Eldermark via Further
• Every lead carries a UTM-based source tag
• Attribution is unified and reportable from one place

Facebook Ads — Recommended Changes

1. Remove or disable the native Meta lead form that Bodo set up
2. Update the Facebook ad CTA to redirect clicks to the Cordwainer website contact form
3. Append UTM parameters to the destination URL (e.g., utm_source=facebook&utm_medium=paid&utm_campaign=[campaign-name])
4. Verify Further captures the UTM and passes it to Eldermark as the secondary source field
5. Audit lead quality — the current Facebook targeting appears to be attracting non-memory-care prospects; Sebastian should review ad copy, audience targeting, and the disqualification language in the form

Action item assigned to Mark Hope: Audit FB ads; route to site form with UTMs; verify Further/Eldermark source attribution.

A Place for Mom — Path Forward

Options to reduce manual entry burden:

• Zapier/Make integration: If A Place for Mom exposes a webhook or email-parseable notification, a zap could auto-create an Eldermark record and trigger an initial follow-up task
• Standardized manual intake: If automation isn't feasible, create a documented intake checklist so Bodo's manual entry is consistent and always includes a follow-up task (addressing the dashboard visibility gap)

Professional Referrals — No Change Required

Volume is too low (~1/month) to justify automation investment. Bodo handles these directly and enters them manually. Ensure the intake process includes task creation.

Attribution Verification Checklist

Once Facebook ads are rerouted to the website form, the following should be confirmed:

• [ ] UTM parameters survive the click → form → Further → Eldermark handoff
• [ ] Eldermark secondary source field correctly reflects "Facebook" (or campaign name) for test submissions
• [ ] Further dashboard shows originating channel for new leads
• [ ] Bodo can see source attribution on the Eldermark prospect record without additional steps

Related Action Items

• Mark Hope: Audit Facebook ads setup; redirect to website form with UTM parameters; verify Further/Eldermark source capture
• Sebastian Gant: Review Facebook ad targeting, copy, and audience to improve lead quality; implement UTM-tagged destination URLs
• Asymmetric Applications Group: Investigate automation options for A Place for Mom lead intake (Zapier/Make or standardized manual process)

Context & Background

This consolidation effort was surfaced during the CRM & Automation Discovery call on 2026-03-03. The broader engagement covers three parallel workstreams: lead source consolidation (this article), ^[4], and ^[5].

Bodo Liesenfeld (Sales Director, Cordwainer) is the primary stakeholder and daily Eldermark user. She has 15+ years of CRM experience (including Salesforce) and is highly receptive to automation improvements.