Onboarding Sync — Initial Strategy

Internal pre-kickoff sync to align on strategy for new client ^[1] before tomorrow's client kickoff call.

Date: 2026-04-05
Attendees: Mark Hope, Sebastian Gant, Melissa Cusumano

Overview

Cordwainer is a high-end memory care facility on Boston's South Shore, owned by a German-American couple. They have fired 3–4 prior agencies and are demanding results. Their immediate goal is to fill 6 empty beds, then build a waitlist. The facility is well-appointed and converts tours at a 7-of-8 rate — the strategic priority is driving qualified tour bookings from private-pay families in the local area.

This sync covered the current site audit findings, initial strategic scope, and preparation for the client kickoff call scheduled for the following morning (Tuesday, 9:30 AM), to be led by Sebastian.

Key Decisions

• Migrate WordPress site to agency server immediately upon receiving credentials — gives full control and enables speed improvements.
• Launch $200 domain authority (DR) project (assigned to Mark) without delay to move DR from 15 to >30; absorbed into the $4,500/mo retainer.
• Focus keyword strategy on local, high-intent, private-pay terms (e.g., "luxury memory care South Shore") rather than broad or global terms like "sundowning" or "assisted living."
• Start blog at 4 posts in month one, then 2/mo — no blog currently exists; this is low-hanging fruit for local SEO.
• PPC approach: low-budget test campaigns only — client had a poor experience with Google Ads previously; prove ROI before scaling.
• Benchmark everything now — screenshots of current DR, traffic, and PageSpeed scores before any work begins, to document progress for the client.
• Push for a 6-month event calendar from the client to enable proper flyer/content planning.

Action Items

Site Audit Findings

Ahrefs Benchmarks (current)

• Domain Rating (DR): 15
• Organic Traffic: ~243/mo

PageSpeed Insights

• Mobile: 45 — F-rated (critical issue)
• Desktop: 80

Security & Accessibility

• SSL issue was recently fixed after Mark flagged it in the sales process
• No accessibility features present on the site — should be added promptly

Keyword Issues

• Ranking for high-volume but non-local or irrelevant terms: "sundowning" (2,000 global searches), "assisted living" (service they don't offer)
• Client frustrated that SEO gains aren't translating to relevant traffic
• Opportunity: Low-difficulty local terms like "memory care Massachusetts" (90/mo, easy KD) and "memory care Boston" (200/mo) are within reach

Strategic Scope

Website

• Migrate WordPress to agency server (IP change only; domain/URLs unchanged)
• Full technical audit by Yash
• Streamline tour booking funnel — reduce friction, avoid excessive form fields
• Add accessibility features
• Fix mobile speed (Mark: "I can turn this from F to A+ in 30 minutes once we have control")

SEO & Content

• Keyword focus: local, high-intent, private-pay terms — "luxury memory care South Shore," "memory care Norwell," "memory care South Shore Boston"
• Negative keyword strategy for any future PPC (filter assisted living, nursing home, Medicaid-related terms)
• Blog launch: 4 posts in month one, 2/mo ongoing
• Moz local check to assess local listing health

Paid Ads (PPC)

• Client burned by past Google Ads experience — skeptical
• Plan: start with low-budget campaigns to test keywords and demonstrate ROI before scaling
• Explore whether Meta Ads have been tried (unknown)

CRM & Lead Management

• Current tools: Eldermark (CRM, also does some lead-gen) + Further (tour scheduling)
• Client not strongly attached to either tool
• Need access to assess: what's being tracked, how leads flow, what automation exists
• Goal pipeline: Inquiry → Tour → Move-In → Resident
• Lead scoring framework: fit (geography, income, memory care need) × engagement (site visits, blog reads, email opens)
• Email nurturing sequences not currently in place — opportunity
• Automation (Zapier/Chris): post-tour emails, form submission triggers

Kickoff Call Prep

Format: Intro/meet-and-greet tone; Mark will open, Sebastian leads questions.

Critical Access to Request

• WordPress admin login (top priority — needed for migration)
• CRM/Eldermark access
• Further (scheduling tool) access
• Email marketing platform access (may be separate — MailChimp or similar)
• Brand guidelines and logo assets

Key Questions to Ask

• What are the 6 empty rooms? Private suites vs. companion suites? (affects marketing segmentation)
• Who are their primary competitors? (they'll have opinions)
• How far in advance do they plan events? (push for 6-month calendar)
• What PPC channels have they tried? Have they run Meta Ads?
• What does success look like to them in 90 days?
• Where did the name "Cordwainer" come from? (relationship-building; likely the street name)

Client Context Notes

• Facility: ~60–70 beds total, memory care only (no assisted living, no nursing care)
• Location: South Shore Boston — geographically constrained market; North Shore vs. South Shore distinction matters to local families
• Price point: High-end, private-pay focused; likely ~$5K+/mo; not targeting Medicare/Medicaid
• Tour conversion: 7 of 8 tours convert to move-ins — driving tours is the primary lever
• Events: Client hosts high-end events (champagne, cello) as a marketing/relationship tool; needs better advance planning
• Ownership: German-American couple; husband splits time between Germany and Boston
• Agency history: Fired 3–4 prior agencies, partly due to agencies being rigid about hours/scope; Asymmetric's approach is results-over-hours

Related

• ^[2]
• ^[3]
• ^[4]
• ^[5]