Scope Realignment & WI Guide Review — 2026-04-05

Overview

Marketing call between Asymmetric and Adava Care to realign on service scope, establish lead attribution clarity, and walk through the first draft of the Wisconsin Assisted Living Guide. Attendees included Sebastian Gant and Melissa Cusumano (Asymmetric) and Kurosh Dejgosha, Kari Krause, and others from Adava Care.

Recording: Fathom

Key Decisions

Google Review Management — Scope Clarified

• Adava Care owns: responding to all reviews (positive and negative) and initiating appeals/disputes.
• Asymmetric supports: disputing reviews when spotted, and ensuring Adava Care receives new review notifications via Google Business Profile.
• Responding directly to reviews on behalf of Adava Care is explicitly outside Asymmetric's scope.
• One negative review ("St. Francis 2" — alleged employee review manipulation) was successfully removed.
• Other disputed reviews remain pending; team agreed to re-dispute as needed.
• The QR code at the Glendale community is non-functional and needs to be fixed.

CallRail — Now Live

• CallRail is active and tracking calls by source (e.g., PPC vs. organic vs. website pool).
• Kurosh and Kari need to be granted access to listen to call recordings.
• This directly addresses Kurosh's concern about not being able to validate lead quality or source.

WI Assisted Living Guide — Cost Section Approach

• Specific regional cost figures were not included in the draft due to unreliable, non-standardized data spanning 2021–2024.
• Decision: Use general regional comparisons (language-based, not numeric) to avoid misleading readers.
• Kari confirmed that direct cost comparisons across communities are inherently unfair due to varying pricing models (all-inclusive vs. à la carte).
• The term "base rate" will be replaced with something like "Standard Inclusions" or "included with room and board" to better reflect how Adava Care explains pricing to families.

Lead Attribution — Closing the Loop

• The Looker Studio dashboard tracks PPC performance and website events (form submits, click-to-calls), but only tracks leads, not signed residents.
• Adava Care must provide final conversion data (i.e., which leads actually became residents) to close the attribution loop.
• Kurosh flagged that spam and low-intent contacts are skewing cost-per-lead metrics; CallRail recordings will help validate true lead quality.

Action Items

Asymmetric

• [ ] Grant Kurosh and Kari access to CallRail to listen to call recordings
• [ ] Configure Google Business Profile to send new review notifications to Adava Care
• [ ] Fix non-functional QR code at Glendale community
• [ ] Implement the four approved private pay pages on the website
• [ ] Draft content for remaining location pages
• [ ] Publish first five keyword-rich blogs by January 19
• [ ] Build landing page for the Wisconsin Guide (target launch: February 1)
• [ ] Attempt to improve resolution of low-quality hero images

Adava Care

• [ ] Review the Wisconsin Guide draft and add comments in Google Docs
• [ ] Provide final conversion data (signed residents) to close the attribution loop
• [ ] Take ownership of responding to and disputing Google reviews going forward

Discussion Notes

Lead Quality & ROI Concern

Kurosh raised a recurring concern: the current metrics don't reveal whether leads are viable. One contact submitted 15 form entries; spam and low-intent contacts inflate conversion counts. The reported cost-per-conversion (~$122) looks reasonable on paper, but the true cost per viable lead is unknown without filtering. CallRail recordings are the primary tool to validate intent going forward.

"I need to know how impactful are these changes... I don't know how many leads are coming in from Asymmetric's efforts." — Kurosh Dejgosha

WI Assisted Living Guide — Purpose & Scope

The guide is designed as a lead magnet targeting people in the early information-gathering stage. It covers Wisconsin assisted living broadly — not just Adava Care's offerings — with an Adava Care section at the end. The goal is email capture and list-building for downstream marketing.

Kari noted that the most common question she receives from families is about Medicaid eligibility ("Do you take Medicaid? We don't have two years of private pay.") — a nuance the guide should handle carefully to avoid attracting unqualified leads.

Marketing Collateral

Folders and brochures are being used successfully at communities. Kari noted positive feedback from administrators and indicated she will need to reorder brochures soon — a signal of active use.

Attendees

Related

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