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Home Care Lead Case Study

Case Study:

Question: How much does it REALLY cost to generate quality home care or assisted living leads?

Answers:

The cost for generating REAL quality leads depends on the following factors:

Your home care agency or assisted living’s current location. For example, are you in a big metro area (ie Chicago), or a small rural town (ie Independence, MO)? The amount of money you will need to spend acquiring home care leads depends on how challenging it is to get you to the first page of Google in the NATURAL results.

If you are in a large metropolitan area with tons of competition you might consider supplementing your natural / organic search engine efforts with some Pay-Per-Click advertising.

You must have a home care lead or assisted living lead generating website. This kind of website might not be the artistic mecca of the universe of websites, but that’s ok, it should be a lead generating website….after all pretty doesn’t make you money, lead producing websites make you money.

You need content content content content. Content= blog posts, videos, and more blog posts and videos.

You need social media: Facebook, Twitter, LinkedIn, Pinterest, Squidoo, to name a few.

Let’s look at the numbers.

Situation A:

Home Care Agency A is using Yodel or ReachLocal or YellowPages or SuperPages or one of their many competitors to do the following:

Put up a landing page that is designed to attract leads.

There is no content or natural / organic content added like blog posts. This is a standalone landing page.

There is no social media involvement.

Home Care Agency A puts $600-$900 per month in a bucket to pay for Pay-Per-Click leads in their local area.

All phone calls through the website are tracked.

All forms filled out on the website are tracked.

Home Care Agency A can log in and review the recordings of the phone calls and analytics (some portion of them) at any time.

Home Care Agency A sees that they have had 25 calls this month! YAY!

Home Care Agency A sees that of those 25 calls, 23 of them were employment inquiries. 2 calls were real leads. Boo.

This means that in one month Home Care Agency A spent $300 minimum per lead.

P.S. By the way, if Home Care Agency A leaves this program, they cannot take their website with them (landing page), and they will never see the list of keywords that were used to generate their 2 leads.

P.P.S. The company they were using to generate their 2 leads did not mention that Google discounts the Pay Per Click cost- and so although Home Care Agency A paid full price for clicks, the company they used got a discount on the back end and made money off of Home Care Agency A’s clicks.

Situation B:

Home Care Agency B is using a company (LTCEP) that specializes in online marketing and lead generation in the elder care and senior service markets. They hire LTCEP who does the following:

LTCEP puts up a full website with a landing page that is designed to attract leads.

There is weekly content or natural / organic content added like blog posts and videos.

Home Care Agency B pays $600 per month for content, SEO, social media etc.

Home Care Agency B spends $300 per month on clicks (paid directly to Google Adwords).

All phone calls through the website are tracked.

All forms filled out on the website are tracked.

Home Care Agency B can log in and review the recordings of the phone calls and all analytics at any time.

Home Care Agency B sees that they have had 41 calls this month! YAY!

Home Care Agency B sees that they have had 10 forms filled out this month. Yay!

Home Care Agency B sees that of those 41 calls, 31 of them were employment inquiries. 10 calls were real leads. YAY!

Home Care Agency B sees that of those 10 forms filled out, 5 of them were real leads. YAY!

This means that in one month Home Care Agency B spent $60.00 per lead.

P.S. By the way, if Home Care Agency A leaves this program, they can take their website with them and keep the content and their natural search engine results!

P.P.S. LTCEP does not get click discounts or kickbacks.

Who is the real winner here? Home Care Agency B of course.

No matter how many calls a lead gen company says they can generate for you, take note of how many are real leads vs employment calls. PAY ATTENTION TO YOUR ROI! One of the most frustrating and differentiating aspects of home care and assisted living internet marketing is the fact that people looking for jobs can WASTE CLICKS and WASTE PHONE TIME. Having a structured plan designed to re-direct employment seekers, keep them off your phones and off your forms is super important.

This is one of many issues that come up when Home Care and Assisted Living organizations use an online lead gen company or website developer who does not understand the elder care and senior service market.

But wait, what about those $18-$30 leads that you can buy from places like Eldercarelink, or Service Magic? Ask yourself this real question- dig deep…. Those are shared leads, meaning that you may be one of 3-4 other service providers who are receiving that lead.

1. How many have you closed?

2. How much did you spend to find the one that really worked out well?

Do the math- you will be surprised at how much you really have to spend to get to the real stuff. (Hint: It’s way more than $100 per lead on average).