Mark Hope demonstrated a live workflow using Claude to rapidly build a data-driven marketing strategy for DavaCare (a senior memory care / assisted living operator). The session covered the full evaluation framework: training the AI on client data, establishing business economics, generating a phased 12-month plan, and crafting a 90-day proof-of-concept pitch to justify a budget increase.
Attendees: Mark Hope, Sebastian Gant, Melissa Cusumano, and ~20 additional Asymmetric team members.
Related client record: [1]
Understanding the unit economics before building any plan is the foundation of this framework. For DavaCare, Claude calculated:
| Metric | Value |
|---|---|
| Monthly rate per resident | ~$5,000 |
| Average length of stay | ~3 years |
| Customer LTV | ~$180,000 |
| Allowable CAC | ~$7,000 |
| Monthly vacancy cost (30 beds) | ~$165,000 |
| Total revenue sitting empty | ~$4.2M |
"One new customer is worth three times what they pay us for the whole year. You need to have that in your head — what is the stuff we're working on worth to the client?" — Mark Hope
These numbers reframe the client's $3,500/month retainer as a clear, high-ROI investment. A single move-in pays back the annual retainer ~4.5x.
Feed Claude the following in a single context window:
Data exports to upload:
- Google Search Console → Queries report (Excel or PDF — Claude struggles with CSV)
- Google Analytics → Acquisition report (PDF preferred)
- Ahrefs → Organic traffic / keyword data
- Google Ads → Campaign performance report (PDF)
Tip: Use Excel or PDF exports rather than CSV. Claude has known issues parsing CSV files reliably.
Ask Claude to calculate LTV, allowable CAC, and the full conversion funnel (visitors → leads → tours → move-ins). Request citations for any benchmark numbers — Claude can reference industry reports (e.g., Wisconsin Assisted Living Association, Senior League data).
With context loaded, ask Claude to build a plan to achieve the stated objective. It will identify gaps in current performance and propose a phased strategy with specific OKRs for each quarter.
Claude's analysis of DavaCare's GSC, GA, Ahrefs, and Ads data surfaced three critical issues:
PPC
- Reallocate budget away from St. Francis and Pewaukee to top-performing campaigns
- Add negative keywords (research/non-buyer-intent terms)
- Launch campaigns for the 3 locations currently running no ads
- Target: 2.7%–4.5% conversion rate
SEO
- Optimize title tags across all location pages
- Add unique 500+ word descriptions per location page
- Implement local business schema on all 10 locations
- Target: Move location pages from position 10 → position 5
Google Business Profile
- Claim and verify all 10 locations
- Complete all fields, add photos, enable messaging
- Launch review generation campaign
- Target: 16 → 50+ reviews
CRO
- Add prominent click-to-call buttons
- Simplify contact/inquiry forms
- Add exit-intent pop-up with "Schedule a Tour" CTA
- Target: 5.4% → 7% site conversion rate
Phase 1 expected outcome: ~60 leads/month, 6–8 additional move-ins (filling roughly a quarter of the 30 vacant beds).
Content & SEO
- Expand ranking pages from 12 → 40
- Build city landing pages and service pages
- Publish informational content targeting non-branded queries
- Target: 10% → 40% non-branded organic traffic
PPC Restructure
- 50% location-specific campaigns
- 25% high-intent commercial keywords
- 15% brand defense
- 10% competitor conquest
Referral Program
- $1,000 gift card for a family referral that results in a move-in (+$500 at 90 days)
- Build partnerships with hospitals, primary care providers, and elder care attorneys
- Rationale: $1,000 referral fee = 20% of first month's revenue — strong ROI
Retargeting Engine
- Pixel all website visitors
- Build audiences: visited location page, viewed pricing, abandoned form
- Retarget via Display, Facebook/Instagram, YouTube
- Target: Convert 10–20% of retargeted visitors
Lead Nurture Sequences
- Automated email sequences: Thank You → Testimonials → Pricing → Tour Invitation → Check-In → Monthly Newsletter
- 60–90 day automated nurture window
Waitlist System
- Build a waitlist portal for when beds are full
- Priority notification system for waitlisted families
Claude's full-investment recommendation was $20,000/month for a projected 17x ROI ($248k annual investment → 30–40 move-ins → ~$4.2M in new LTV).
DavaCare's current spend is ~$3,000/month. The recommended two-step pitch:
Use the current $3k budget, but reallocate it to proven performers.
90-day success metrics:
- Increase leads by 43% (21 → 30/month)
- Cut CPL by 22% ($100 → $85)
"The problem isn't the budget — it's how it's being spent." — Mark Hope
Present the proven data, then make the ROI case:
"With $3k/month, we increased leads by 43% and cut CPL by 22%. At $8k/month, we project 80 leads/month → 8 move-ins/month → $1.1M in new LTV. That's a 137x return. Every month we stay at $3k costs $165,000 in vacant bed revenue."
Frame the trade-off explicitly:
- Staying at $3k = proof-of-concept only, ~10–15 beds filled over the year
- Moving to $8k+ = full lead generation program, all 30 beds + waitlist
- Estimated cost of staying small: ~$2M in lost lifetime revenue
Once the plan is generated, Claude can drill into any individual task:
Claude will provide specific, actionable instructions including where to click, what to paste, and what to look for — eliminating "I don't know how to do this" as a blocker.
Workflow tip: Copy the full Claude conversation (Ctrl-A, Ctrl-C) into a Google Doc (Ctrl-V, then Ctrl-\ to strip formatting) to create a searchable, saveable reference document with all tables and recommendations intact.
"You need to understand what the thing we're trying to sell is worth. What's the value of that thing? And therefore, what are we willing to spend to get one?" — Mark Hope
"Don't just say, 'I want to increase your website traffic by 10%.' You're just making that up. What you want to say is: in order to fill the 30 beds you have — which are worth $4 million — here's what we need to do." — Mark Hope
"When you get on these calls, don't just say 'I did this and I'm working on this landing page.' Explain what you're doing, why you're doing it, how you're doing it, and what the impact is if you achieve it." — Mark Hope