Eldermark + Active Demand Integration

Overview

The Eldermark CRM exposes a post-only (write-only) API — it can receive data but cannot return it. This blocks any external tool from triggering workflows based on CRM state changes (e.g., tour status updates, lead stage transitions). The supported path for bidirectional marketing automation within the Eldermark ecosystem is Active Demand, a native integration partner purpose-built for senior living operators.

This article documents what Active Demand can and cannot do, how it integrates with Eldermark, and the practical workflow patterns it enables.

Client context: This was first surfaced while scoping automation work for ^[1]. See that project for specific wish-list items and pricing status.

The Core Constraint: Eldermark API Is Post-Only

The Eldermark API supports creating and updating records (POST), but does not support reading or exporting data (GET). Practically, this means:

• You cannot poll Eldermark for status changes to trigger downstream actions.
• You cannot schedule automated data exports via the API.
• Any workflow that needs to react to CRM events must go through a platform with a native Eldermark integration.

Scheduled data exports must currently be performed manually by the client through the Eldermark UI.

Active Demand: The Recommended Solution

Active Demand is a marketing automation platform designed specifically for senior living. Eldermark maintains a native bidirectional integration with it, meaning data flows in both directions between the CRM and the automation platform.

What Active Demand Can Do

What Active Demand Cannot Do

• Replace scheduled/automated data exports — those remain a manual CRM operation.
• Serve as a general-purpose API replacement for arbitrary CRM reads.

Workflow Examples

Tour Booked → Email Sequence

1. Prospect's tour status is updated to "booked" in Eldermark CRM.
2. Active Demand detects the status change via the bidirectional sync.
3. A pre-configured follow-up email sequence is triggered automatically.

Web Form → CRM Contact

1. Prospect submits an inquiry form on the community website.
2. Active Demand creates a new contact record in Eldermark CRM.
3. Lead enters a nurture workflow based on their interest profile.

Segmented Campaigns by Lead Temperature

1. Active Demand reads lead temperature (hot/warm/cold) and sales stage from the CRM.
2. Campaigns are targeted to specific segments (e.g., re-engagement sequence for cold leads).
3. Any CRM updates (stage changes, lost status) automatically adjust campaign membership.

Existing Eldermark Features Worth Knowing

Before scoping Active Demand work, audit what the client is already licensed for. A training gap is common:

• Eldermark Outlook Plugin — Logs one-off individual sales emails directly into the CRM contact record. Clients are often unaware this exists and are tracking emails manually or not at all.
• The Eldermark CRM team and the client's Customer Success Manager can provide a training session on underutilized features.

A useful triage framework for any client wish list:

1. Already possible in the CRM → requires training, no new cost
2. Possible with Active Demand → requires adding the integration
3. Not currently possible → document as a gap

Pricing

Active Demand's public list price is approximately $300/month for email marketing functionality. However, when added through Eldermark, it is bundled with the existing CRM subscription at a discounted client rate. Exact pricing must be obtained from the Eldermark account team (contact: Katie).

Pricing is not self-serve — it must be arranged through the Eldermark sales/account team, who will contact the community directly.

Integration Setup

Active Demand setup and configuration is managed by Eldermark's marketing automation team (contact: Omayma El Sheshiny, oelsheshiny@eldermark.com). The recommended onboarding path:

1. Share the client's full automation wish list with Omayma for feasibility review.
2. Omayma maps each item to: CRM-native / Active Demand / not possible.
3. Omayma notifies Katie to provide a formal quote and reach out to the community.
4. Upon contract, Eldermark handles integration setup; workflows are customized from pre-built templates.

Related

• ^[2]
• ^[3]