SYNERGY HomeCare · DeLand, Florida

Your New SYNERGY HomeCare CRM

This CRM has three jobs: reply to new families fast, book consultations and ask happy clients for a review. Everything else about your clients stays in AxisCare. You only need to know a few screens, and the CRM sends most of the messages for you.

Prepared for Summer Padilla and Heath NicolaOffice line (386) 327-2438
Watch: how to use your CRM
1 · The journey

How a new lead reaches you

From the first enquiry to the first visit. Green steps happen on their own. Orange steps are yours.

AutomaticYour team
Path A

A Place for Mom

Starts in the Place for Mom pipeline.

  1. A1

    Lead lands in New Lead

    Automatic

    The referral arrives in the Place for Mom pipeline, in the New Lead stage.

  2. A2

    The family hears from you right away

    Automatic

    A text and an email from Summer within seconds. Your office gets an email alert with the family's name, phone and referral source.

  3. A3

    Call the family

    Your team

    First call made, the sooner the better: the family has just received your text.

  4. A4

    Not ready yet? The CRM keeps in touch

    Automatic

    Until the family shows interest, the CRM follows up for you and moves their card along on its own: Hot Lead, Warm Lead, Cold Lead, Dormant Lead, then Manual Nurture.

  5. A5

    They show interest: move them to Customer Acquisition

    Your team

    When the family texts back, calls you or answers your call, move their card to the Customer Acquisition pipeline, into Hot Lead or Appointment Booked. Never into New Lead: they aren't new.

Path B

Google Ads

Starts in the Customer Acquisition pipeline.

  1. B1

    Lead lands in New Lead

    Automatic

    Families who fill in the landing page form or call (386) 273-1288 are added to the Customer Acquisition pipeline, in the New Lead stage.

  2. B2

    Thank-you email and office alert

    Automatic

    Form families get a thank-you email saying the DeLand team will call shortly. Your office gets an email alert.

  3. B3

    Call the family

    Your team

    First call made, the sooner the better.

Google Ads leads never receive the A Place for Mom messages.

Both paths, in Customer Acquisition

From interested family to client

  1. 1

    Phone consultation

    Your team

    Listen, answer questions and offer the free in-home consultation.

  2. 2

    Book the in-home consultation on the CRM calendar

    Your team

    Add the visit to the calendar and move the card to Appointment Booked.

  3. 3

    In-home consultation and care plan

    Your team

    Visit the home and build a personalized care plan together. No minimum hours.

  4. 4

    Meet the Care Professional before the first visit

    Your team

    Heath meets the Care Professional and the family at the home to make the introduction, and does the same for backup Care Professionals.

  5. 5

    Care begins: mark the lead as Won

    Your team

    Marking the lead as Won starts the automatic check-in and review request emails (see section 3).

From here, the client lives in AxisCare.Scheduling, visits and billing all stay where they are today.
2 · Where every lead sits

Your pipeline

A pipeline is a row of columns. Each lead is a card that moves from one column to the next. Your account has two pipelines, and each has its own job.

Place for Mom pipeline

A Place for Mom referrals only. The CRM follows up and moves cards for you until the family shows interest.

Customer Acquisition pipeline

Every family you're actively working: new Google Ads leads, plus A Place for Mom families once they show interest.

The one move to remember

An A Place for Mom family texts back, calls or answers? Move them to Customer Acquisition, into Hot Lead or Appointment Booked. Never into New Lead.

Place for Mom

8 stages. Most moves here happen on their own.
STAGE 1

New Lead

What it means
A new referral just arrived.
What happens automatically
Instant text and email to the family, alert to the office, a second email the next day, then the card moves itself to Hot Lead.
Your move
Call the family. Interested? Move them to Customer Acquisition.
STAGE 2

Hot Lead

What it means
A recent referral who hasn't shown interest yet.
What happens automatically
About two and a half weeks of friendly texts and emails, plus regular office alerts. Then the card moves to Warm Lead.
Your move
Keep calling. Interested? Move them to Customer Acquisition.
STAGE 3

Warm Lead

What it means
No reply yet after the Hot Lead messages.
What happens automatically
A slower check-in every few days for about a month, then the card moves to Cold Lead.
Your move
Call when you get an office alert. Interested? Move them to Customer Acquisition.
STAGE 4

Cold Lead

What it means
Gone quiet.
What happens automatically
One text every two weeks or so, three in total, then the card moves to Dormant Lead.
Your move
Nothing unless they reply. If they do, move them to Customer Acquisition.
STAGE 5

Dormant Lead

What it means
No response for a long time.
What happens automatically
Two gentle texts about a month apart, then the card moves to Manual Nurture.
Your move
Nothing unless they reply. If they do, move them to Customer Acquisition.
STAGE 6

Manual Nurture

What it means
Automatic messages have stopped. People stay in touch here.
What happens automatically
The office gets a reminder email once a month to call them.
Your move
A personal call each month.
STAGE 7

Follow Up - Future Date

What it means
The family asked you to call back later.
What happens automatically
Pick when (1 day up to 2 months). On that date the office gets a call reminder three days in a row, then the family gets a follow-up email.
Your move
Drag the card here and set the follow-up time.
STAGE 8

Recyclable Lead

What it means
They chose another option for now.
What happens automatically
A check-in text after about two weeks and another a week later.
Your move
Drag the card here when they say they went elsewhere.

Customer Acquisition

8 stages for every family you're actively working.
STAGE 1

New Lead

What it means
A new Google Ads enquiry: the landing page form or a call to (386) 273-1288. Only Google Ads leads start here.
Your move
Call the family.
STAGE 2

Hot Lead

What it means
An interested family: a Google Ads lead you've spoken to, or an A Place for Mom family who texted back, called or answered.
Your move
Offer the in-home consultation.
STAGE 3

Appointment Booked

What it means
The in-home consultation is on the calendar. A Place for Mom families who book on the first call can go straight here.
Your move
Show up and build the care plan.
STAGE 4

No Show

What it means
The family missed the consultation.
Your move
Call to rebook.
STAGE 5

Follow Up To Close

What it means
Consultation done, decision pending.
Your move
Follow up until they decide. Mark Won when care is confirmed.
STAGE 6

Review Sent

What it means
A review request has gone to this client.
Your move
Nothing. Wait for their review.
STAGE 7

Positive Review

What it means
They left a happy review.
Your move
Say thank you.
STAGE 8

Negative Review

What it means
They shared a concern.
Your move
Call them personally to make it right.
3 · Working while you're busy

What the CRM sends for you

Each card shows when it starts, who gets it, the timing and the exact words. Tap "See the messages" to read them. Grey tags like First name fill in automatically for each family. Every text tells people they can reply STOP to opt out.

Path A

A Place for Mom automations

Only A Place for Mom referrals ever receive these. They run while the card is in the Place for Mom pipeline.

Two versions of every message. The messages below are written for families looking for care for a loved one. A duplicated version of these messages is also in your account, with slightly tweaked wording for people looking for home care for themselves.

New lead into the pipeline

Automatic
Starts whenA Place for Mom lead lands in New Lead
Who receives itThe family, plus email alerts to your office
Ends withThe card moving to Hot Lead after one day
  • InstantlyText and email to the family
  • +1 minute"New lead" email alert to the office
  • Next daySecond email to the family, then a "follow up" alert to the office 30 minutes later
See the messages (3)
TextInstantly

Hi First name, this is Summer from SYNERGY HomeCare. Referral source let us know you're looking for in-home support. We'd be happy to set up a free in-home consultation to better understand your care needs. What time works best to chat?

Reply STOP if you don't want to hear from me.

EmailInstantly
EmailNext day

Hot lead follow-up

Automatic
Starts whenA lead moves into Hot Lead
Who receives itThe family, plus an office alert every other day
Ends withThe card moving to Warm Lead on day 17
  • Day 1Email: home safety guide
  • Day 2Text
  • Day 3Email: about Summer and Heath
  • Day 5Text and email: common home risks
  • Day 7Email: staying independent
  • Day 8Text
  • Day 9Email: you don't have to do it alone
  • Day 11Email: let's make a plan
  • Day 12Text
  • Day 13Office reminder to request a refund from the referral source
  • Day 16Short check-in email

When the family texts back, calls or answers, move them to Customer Acquisition (Hot Lead or Appointment Booked).

See the messages (11)
EmailDay 1
TextDay 2

Hi First name, I know caring for a loved one can feel overwhelming. If you'd like, we can talk through what support could look like. No pressure. Reply here or call me anytime.

Reply STOP if you don't want to hear from me.

EmailDay 3
TextDay 5

Hi First name, I wanted to check in to see if you had a chance to review the home safety guide we sent over the other day. If it helps, I can walk you through the key parts that make the most difference at home. Just let me know 😊

Reply STOP if you don't want to hear from me.

EmailDay 5
EmailDay 7
TextDay 8

Hi First name, just checking in. How are things going at home this week? If anything has changed or you'd like to talk things through, I'm here.

Reply STOP if you don't want to hear from me.

EmailDay 9
EmailDay 11
TextDay 12

Hi First name, a lot of families worry that bringing in help might take away independence. If that's something you're thinking about, I'm happy to share how support can actually create more confidence and freedom at home.

Reply STOP if you don't want to hear from me.

EmailDay 16

Warm lead check-ins

Automatic
Starts whenA lead moves into Warm Lead
Who receives itThe family, plus office alerts every few days
Ends withThe card moving to Cold Lead around day 32
  • Right awayText
  • Day 6Email
  • Day 10Text
  • Day 13Email
  • Day 20Text
  • Day 23Email
  • Day 30Email
See the messages (7)
TextRight away

Hi First name, it's Summer from SYNERGY HomeCare. We just wanted to check in and see how things are going with your loved one. If care is still on your mind, we'd be glad to walk you through a few ways we can support your family.

Text STOP to stop hearing from us

EmailDay 6
TextDay 10

Hi First name, just checking in again. If you're still exploring care for your loved one, we're here to talk through what support might look like and how we can help.

Text STOP to stop hearing from us

EmailDay 13
TextDay 20

Hi First name, we know timing is everything when it comes to home care. If you'd still like to talk through how we could support your loved one, we're just a text or call away.

Text STOP to stop hearing from us

EmailDay 23
EmailDay 30

Cold lead check-ins

Automatic
Starts whenA lead moves into Cold Lead
Who receives itThe family, plus office alerts
Ends withThe card moving to Dormant Lead around day 38
  • Day 10Text
  • Day 24Text
  • Day 38Final "pausing for now" text
See the messages (3)
TextDay 10

Hi First name, how are you? We know the timing might not have been right before, but if home care is still on your mind for your loved one, we're here whenever you're ready to talk. Just reply!

Text STOP to stop hearing from us

TextDay 24

Hi First name! Life gets busy, we totally understand. If your loved one's care needs have changed or you're ready to revisit support options, we're always happy to help guide the next step.

Text STOP to stop hearing from us

TextDay 38

Hi First name, we haven't heard back, so we'll pause outreach for now. If you ever want to reconnect about home care options for your loved one, we're just a message away.

Text STOP to stop hearing from us

Dormant lead check-ins

Automatic
Starts whenA lead moves into Dormant Lead
Who receives itThe family, plus office alerts
Ends withThe card moving to Manual Nurture around week 9
  • Week 4Text
  • Week 8Text with a link to request a call back
See the messages (2)
TextWeek 4

Hi First name, we haven't heard from you in a while. If you're still exploring care options, we're happy to walk you through the next steps.

Text STOP to stop hearing from us

TextWeek 8

Still thinking about care, First name? No rush, just know we're here if you need anything. You can reply here or request a call back at anytime here: Website

Text STOP to stop hearing from us

Monthly call reminder

Automatic
Starts whenA lead moves into Manual Nurture
Who receives itYour office only. Nothing goes to the family.
TimingEvery 30 days, until you move the card

The reminder says: "This lead is in the 'Manual Nurture' stage, you will receive this notification monthly to call them to try and re-connect."

Call back on a future date

Automatic
Starts whenA lead moves into Follow Up - Future Date
Who receives itYour office first, then the family
TimingYou choose: 1, 2 or 3 days, 1, 2 or 3 weeks, 1 or 2 months
  • Chosen dateOffice call reminder, repeated the next two days
  • 3 days laterFollow-up email to the family
See the message (1)
Email3 days after the chosen date

Recyclable lead check-ins

Automatic
Starts whenA lead moves into Recyclable Lead
Who receives itThe family, plus office alerts
TimingDay 15 and day 23
See the messages (2)
TextDay 15

Hi First name, it's Summer from SYNERGY HomeCare. Wanted to check in with you and see how your care is going. I'm more than happy to answer any questions or help you navigate any concerns. Let me know.

Text STOP to stop hearing from us

TextDay 23

Hi First name, just reaching out again in case the timing wasn't right last week. If you ever feel like you need extra support (even temporarily) we'd be happy to help. Let us know.

Text STOP to stop hearing from us

Re-activation check-ins

Automatic
Starts whenThe office adds the re-activation tag to an older lead
Who receives itThe family, plus office alerts
TimingRight away, day 5 and day 12
See the messages (4)
TextRight away

Hi First name, this is Summer from SYNERGY HomeCare. Just wanted to check in if you were able to find care for your loved one? If things have changed or if you still need help, we're here.

Text STOP to stop hearing from us

EmailRight away
TextDay 5

Hi First name, just checking in again. Has your situation changed at all recently? I'd be happy to revisit options with you if you'd like or answer any questions.

Text STOP to stop hearing from us

EmailDay 12
Customer Acquisition

Customer Acquisition automations

For Google Ads leads, and for A Place for Mom families once you've moved them here.

Website form thank-you

Automatic
Starts whenA family fills in the form on your Google Ads landing page
Who receives itThe family, plus an email alert to your office
TimingInstantly
See the message (1)
EmailInstantly

Hot Lead

Automatic
Starts when[confirm] which stage starts this
Who receives itThe family, plus an office alert
TimingOne day after the trigger: an email and a text together
See the messages (2)
EmailDay 1
TextDay 1

Hi First name, it was great speaking with you! Did you still have any questions we could help answer for you and your family?
- SYNERGY HomeCare

Text STOP to stop hearing from us

New client to review request

Automatic
Starts whenYou mark a client as Won
Who receives itThe new client, from Summer's email
Ends withA Google review request on day 30
  • Day 15"How is everything going?" check-in email
  • Day 30One-month check-in with a link to leave a Google review
See the messages (2)
EmailDay 15
EmailDay 30
4 · Getting comfortable

Your first week checklist

Six small things. Each takes a few minutes.

  • Download the LeadConnector app

    Free on the App Store and Google Play. It puts your leads, texts and calendar on your phone.

  • Log in

    Use the login details from Valoom Media, on the app and on your computer.

  • Move a test lead into Customer Acquisition

    Open the Place for Mom pipeline and move the test card to Customer Acquisition, into Hot Lead. This is the move you'll make whenever an A Place for Mom family shows interest.

  • Reply to a text from the app

    Open Conversations, pick the test lead and send a short reply.

  • Book a test consultation on the calendar

    Book a pretend in-home consultation and check it shows up on the calendar.

  • Send a review request to a happy client

    Mark a current happy client's card as Won so the check-in and review emails start.