One email address, two residents. A CRM built for both.
A new retirement living brand building its community before its first village opened. It started with how seniors actually get in touch.
- Client
- Project lead
Trav WhiteFounder and Head of AI Engineering
- Industry
- Retirement living and aged care
- Platform
- HubSpot CRM, Marketing and CMS
- Scope
- Website, CRM, nurture and reporting
- Location
- Brisbane, Australia
01 The briefBuild a website and a HubSpot CRM that can hold LDK's contacts properly, nurture them towards becoming residents, agree one set of journey stages across marketing and sales, and report on every step.
A big decision, made by more than one person.
LDK Healthcare is an aged care brand building retirement living communities for seniors around Australia. It came to us soon after buying the land for its first village, needing a way to build and nurture a base of interested people before there was anything to move into.
Choosing a retirement village is a large investment, financially and emotionally, so LDK's first priority was explaining clearly why it was the right choice. Behind that sat a second problem. Marketing and sales each had their own complicated, multi-stage funnel, and the business classified its leads and contacts inconsistently.
Why it stayed that way. The people LDK talks to do not fit the shape a standard CRM expects. Several family members can be part of one resident's decision, couples often share a single email address, and many seniors would rather phone or visit than fill in a form. Without work-arounds built for those cases, the only way to keep the records right was manual data entry.
Three things a standard CRM misses
- Couples on one email address. Both people need their own record, so the right information is collected from each.
- Families in the decision. Several relatives can be involved in choosing for one future resident.
- Phone before online. Many senior leads prefer a call or a visit, and avoid the internet where they can.
A CRM shaped around the people using it.
Two work-arounds made HubSpot fit LDK's audience, sales pipelines gave the team a way to follow each person, and a reporting integration pulled data from across the business into one set of dashboards for the people running the business.
Couples, on one form. A Zapier automation lets a single HubSpot form create two separate contact profiles, one of them with a placeholder email address. A couple can sign up with the one address they share, and from then on HubSpot knows they belong together.
Phone calls, into the CRM. Integrations with Aircall and Fonebox add people who phone LDK's staff to the CRM with minimal manual work. That mattered even more once a phone number became the main call to action on LDK's paid advertising.
Pipelines for the sales team. Building on the marketing and sales agreement, we set up several sales pipelines with required fields, stage-based automations and products on each deal, so the team can see where each person in its community is and how best to help them.
Reporting from across the business. The people at the top needed clear numbers from almost every part of LDK. Databox dashboards pull from HubSpot, social media channels, financial software and Aircall, and HubSpot's own reports on lead acquisition and conversion sit beside the paid marketing data across the first stages of the journey.
A straightforward scope, then one agreement that changed it.
The work began as a website, a CRM and some lead nurturing. Setting up the nurture showed that marketing and sales needed to agree what each stage of the journey meant before any automation could rely on it.
The website, on HubSpot
A new website that sets out clearly what makes LDK different, paired with HubSpot landing pages, calls to action and forms to bring in leads.
The Community Member program
A nurture workflow built around membership of LDK's Community Member program, which is how the business qualifies its leads.
One agreement on the journey
Documents that set out, between marketing and sales, what each stage looks like and how a contact moves from one to the next.
Nine emails, and a nudge to call
A sequence of nine emails, each linking to its own blog post, with automated tasks and internal emails that prompt staff to reach out when a lead's engagement drops off.
Why step 03 came in
LDK's internal customer journey had around ten distinct stages. When we tried to line them up with HubSpot's marketing lifecycle stages, it became clear that marketing, sales and Neighbourhood had to agree what each stage meant before any automation could rely on it.
The agreement fixed that first. Since then, the business has one consistent view of journey stages and lead quality, and the nurture had a clear target to move people towards.
One form, one shared email, and two people in the CRM.
Customers who do not fit a standard CRM?
Four goals. Here is what came of them.
What LDK Healthcare wanted and needed before the project started, and where it stood once it was live.
Goal 01
A CRM that holds every contact and helps sales close
We set up HubSpot CRM with a form that creates two linked profiles for a couple, connected Aircall and Fonebox for callers, and built sales pipelines for the team.
2
contact profiles from one form, so a couple sharing an email address each gets a record. Callers through Aircall and Fonebox are added to the CRM too, which cut the time staff spend cleaning up or editing data by hand.
Goal 02
A website, with design support on landing pages and emails
We built a new website on HubSpot setting out what makes LDK different, with landing pages, calls to action, forms and the nurture emails.
40%
month on month growth in traffic. The site was bringing people in while the first village was still being built.
Goal 03
One agreement between marketing and sales on the journey
We wrote documents setting out what each stage looks like and how a contact moves between them, mapped from LDK's ten or so internal stages.
1
set of journey stages and one view of lead quality, shared by marketing and sales. Where each team had its own complicated funnel, both now work from the same stages, and the nurture has a clear target to move people towards.
Goal 04
Reporting on how contacts move from lead to MQL
We built Databox dashboards across HubSpot, social, financial software and Aircall, and set up HubSpot reports on lead acquisition and conversion.
30%
month on month increase in leads. The reporting is used throughout the business to track how things are moving, from the first stages of the journey on.
When this case study was written, LDK had not yet started selling, and its first village was still being built. Traffic and leads were already growing month on month, couples and callers were reaching the CRM with little manual entry, and marketing and sales were working from the same stages.
It leaves LDK with a setup that can manage a growing contact base in the lead up to launch. From there the plan was more reporting through new integrations, a simpler purchasing process and more automations taking over manual work, while keeping the professional, personal contact LDK's community has come to expect.
“The team at Neighbourhood have helped us navigate the journey in starting up a new business and building a CRM. At no point have we felt as though we are dealing with a big business, we are dealing with a family. Neighbourhood are extremely responsive and are extremely talented solution creators. I have thoroughly enjoyed working with the team and would recommend others to take the opportunity to work with them. As a prior user of Salesforce I would never go back as HubSpot mixed with Neighbourhood support has delivered beyond our expectations.”
Anthony Browne
LDK Healthcare
Who ran it
Trav WhiteFounder and Head of AI Engineering
Led the website and CRM, the Community Member nurture and the Databox reporting.
HubSpot Certified Trainer, 9 HubSpot Impact Awards, Founded Neighbourhood in 2015
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