Why We Love CallRail & HubSpot for Senior Living Marketing

What’s the problem with this marketing story? A 55-year-old woman has been broaching the subject of senior living with her 80-year-old mother. Unfortunately, Dad died three months ago, leaving Mom all alone in the house where the daughter—let’s call her “Gabby”—grew up.

Gabby knows the house is too much for her mom. Mom has been mostly non-committal whenever the topic of senior living comes up, but she doesn’t flat-out say no. Gabby has been casually googling senior living communities in the area. She recently visited one website that caught her eye and downloaded an interesting guide about steps to take when considering senior living. She glanced at it and put it aside to read later when she had more time.

Fast forward a few weeks. Gabby’s mother experienced a fall. Luckily, she didn’t break anything, but Gabby knows she needs to push for senior living sooner rather than later. Coincidently, Gabby received an email this morning from the same community where she downloaded the guide. Gabby pounces and calls the number in the email to book a tour for the upcoming weekend.

Gabby and her mom take the tour, and both fall in love with the community. While they do visit a few more communities, they keep coming back to this one because they’ve developed a great rapport with the sales counselor. Before long, Gabby’s mom signs a lease with the community.

So, again: What’s the problem with this marketing story? You might be thinking, Not a thing. The story demonstrates effective marketing and sales efforts, right?

Sure, it’s great that the community’s site came up in Gabby’s online search. It’s great that Gabby downloaded a piece of content (which means the community got her email address). It’s great that she opened the lead nurturing email. And it’s great that she scheduled a tour.

The issue? The phone call she made to book the tour.

That phone call can cause a potential hiccup in the marketing attribution. Remember, to understand what campaigns bring in the best leads, the sales and marketing teams must be able to close the loop in their reporting. So, the question becomes, how can you track phone calls and synch them with digital contact records in your CRM, like HubSpot?

Luckily, solutions exist, and our favorite is CallRail.

What is CallRail?

In a nutshell, CallRail describes itself as the AI-powered lead intelligence platform that gives businesses of all sizes the ability to track and attribute calls, texts, forms, and chats just as easily as you can track clicks.

The CallRail integration with HubSpot allows businesses like senior living communities to connect call data to HubSpot contact records and track the campaigns generating move-ins. CallRail works with over 200,000 businesses and has been a HubSpot app partner since 2018.

Why integrate CallRail with HubSpot?

Because the senior living sales cycle can be so long, we recommend taking advantage of CallRail and using call tracking as a complement to your existing digital marketing efforts.

Benefits of integrating CallRail with HubSpot:

• Track calls from any source, including online ads, offline marketing, and your website
• See phone-tracking data within HubSpot—no need to toggle between multiple platforms
• Learn which marketing campaigns are driving the most leads so you can make better use of your budget
• Drill down into the summary of each call with CallRail’s Conversation Intelligence—discover keyword phrases, learn about questions prospects have, and identify which sales reps are rocking their calls (and which ones need coaching)
• Bolster your lead scoring—call data is helpful in advancing prospects. If someone calls in directly to the community (showing higher intent), you can use that call data as positive criteria as part of your lead-scoring strategy

Remember, marketing isn’t linear (as much as we’d like it to be).

In a perfect world, prospects would follow the path we marketers have envisioned, like visiting the website, downloading a piece of content, getting lead nurturing emails, and ultimately clicking on a link in one of the emails to schedule a tour via a form on the website.

But as our earlier example suggests, marketing is never linear. The casual, low-intent prospect who hasn’t opened the last two emails you’ve sent might pounce on the email you send tomorrow because her situation has changed. Her mother fell, and now she needs to move much faster than originally planned. But instead of clicking on the link in the email to schedule the tour, she calls instead.

If you’re not tracking that phone call, your marketing and sales team loses out on critical data—not to mention that it will be much harder to close the loop in your marketing and sales reports.

But if you have CallRail integrated with HubSpot, you can ensure all the marketing intelligence associated with that prospect isn’t lost simply because she chose to call instead of clicking on a link.

CallRail + HubSpot: A winning formula.

We don’t have to tell you how long the senior living sales cycle is—and it only seems to be getting longer, especially among Boomers choosing to stay put in their homes.

Get the most out of your marketing efforts by tracking as much as possible, including calls into your community, with CallRail integration with HubSpot.

Reminder, CallRail will . . .

• Help supercharge your HubSpot
• Provide practical insights into calls
• Demonstrate a positive way to use AI

Psst. Don’t know what to do first? Or don’t have the time? We can take this off your plate.

And if you want to know more about CallRail and HubSpot, check out the webinar that Paul Trusik, our Director of Operational Technology, was involved with last year. You’ll find it in the second point in this article, “4 ways to get more marketing insights from HubSpot with AI-powered applications.”