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]
| Source | Volume (est.) | Auto-populates in Eldermark? | Source Tagged? |
|---|---|---|---|
| Website form (via Further chatbot) | ~3/week (0–10 range) | ✅ Yes | ✅ Yes — "Further" + secondary (Google SEO, Google My Business, etc.) |
| A Place for Mom | ~3/month | ❌ No — manual entry | ❌ No |
| Facebook Ads | Low / test mode | ❌ No — manual entry | ❌ No |
| Professional referrals | ~1/month | ❌ No — handled directly by Bodo | ❌ No |
When a lead completes the Further chatbot on the website, Eldermark records two source fields:
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.
Bodo previously set up a Facebook Lead Ad form that collected submissions directly within Meta (not redirecting to the website). This means:
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
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]).
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.
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.
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:
utm_source=facebook&utm_medium=paid&utm_campaign=[campaign-name])Action item assigned to Mark Hope: Audit FB ads; route to site form with UTMs; verify Further/Eldermark source attribution.
Options to reduce manual entry burden:
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.
Once Facebook ads are rerouted to the website form, the following should be confirmed:
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.