inbound marketing for assisted living centers with 50 +...
TRANSCRIPT
A Analytical Study On The ROI of
Inbound Marketing for Assisted Living Centers with 50 + Units
HOW HUBSPOT & AN IBOUND MARKETING AGENCY CAN PROVE ROI
TABLE OF CONTENTS
Chapter 1What is Hubspot?
Chapter 2Why Assisted Living?
Chapter 3Financial Analysis & ROI
Chapter 4 Additional Benefits
Final PageFree Website Audit
What is Hubspot?
CHAPTER ONE
HubSpot is an inbound marketing software platform that helps companies attract visitors, convert leads, and close customers. Click the
image below to watch a short video:
What Is Hubspot?
Get Free Website Audit
Why Assisted Living?
CHAPTER TWO
Certain characteristics make an ideal candidate for an inbound marketing program according to Hubspot’s historical client data. This is why NextWave has chosen to
focus on assisted living centers and are able to quickly and effectively show a large Marketing ROI from facilities using our inbound marketing services.
Why Assisted Living?
• Ideal Customer Lifetime Value (i.e.. $3500+/month over 2-5 years)• Easy to prove marketing ROI• New customers find facilities locally often via online search• Sales cycle of 1-12 months (i.e. a strong “consideration phase”)• Small on-site marketing/sales team but enough staff to help convert leads• Online reviews and brand reputation important in sales cycle• Other Factors (Click Link Below)
LEARN MORE ABOUT WHY ASSISTED LIVING IS IDEAL FOR INBOUNDLearn More about Why We Chose Assisted Living
Financial Analysis & ROIOf Inbound Marketing Program
CHAPTER THREE
Assumptions Used for Analysis:
• Average Monthly Revenue Per Client: $3500+/Month • Average Client Lifetime: 2-3 Years • Average Occupancy Rate of Assisted Living Facilities: 89% • Average Visit to Lead Conversion: 2% • Average Lead to Customer Conversion: 5% • Average Annual Website Visitor Growth Using Hubspot: 4.1X
* Industry and financial data taken from various sources including: http://www.nic.org & http://www.sbdcnet.org/ * Visitorship Growth and Conversion Data taken from MIT Hubspot Annual Report: MIT Report and Hubspot ROI
Financial Analysis
See Full Hubspot ROI Report PDF
* Based on industry Average Data on Occupancy Rates of 89% and National AverageMonthly Revenue of $3500/Unit
Unit Vacancy Analysis
Number of Units 50 100 250 500 1000
Price Per Unit (Per Month) $3,500.00 $3,500.00 $3,500.00 $3,500.00 $3,500.00
Gross Revenue Per Month $175,000.00 $350,000.00 $875,000.00 $1,750,000.00 $3,500,000.00
Gross Revenue Per Year $2,100,000.00 $4,200,000.00 $10,500,000.00 $21,000,000.00 $42,000,000.00
Vacancy Rate 10.00% 10.00% 10.00% 10.00% 10.00%
Number of Vacant Units 5 10 25 50 100
Annual Cost Per Vacant Unit -$42,000.00 -$42,000.00 -$42,000.00 -$42,000.00 -$42,000.00
Annual Vacancy Revenue Lost -$210,000.00 -$420,000.00 -$1,050,000.00 -$2,100,000.00 -$4,200,000.00
Vacancy Rate 15.00% 15.00% 15.00% 15.00% 15.00%
Number of Vacant Units 7.5 15 37.5 75 150
Annual Cost Per Vacant Unit -$42,000.00 -$42,000.00 -$42,000.00 -$42,000.00 -$42,000.00
Annual Vacancy Revenue Lost -$315,000.00 -$630,000.00 -$1,575,000.00 -$3,150,000.00 -$6,300,000.00
Vacancy Rate 20.00% 20.00% 20.00% 20.00% 20.00%
Number of Vacant Units 10 20 50 100 200
Annual Cost Per Vacant Unit -$42,000.00 -$42,000.00 -$42,000.00 -$42,000.00 -$42,000.00
Annual Vacancy Revenue Lost -$420,000.00 -$840,000.00 -$2,100,000.00 -$4,200,000.00 -$8,400,000.00
Program Plans & Pricing
New Residents Needed To Cover NWC Investment
1.2 New Residents/Year
NEXTWAVE PROGRAM COSTS
Starter Package
Monthly Hubspot Subscription $200.00
Monthly Next Wave Cost $4,000.00
Total Annual Investment $50,400.00
Standard Package
Monthly Hubspot Subscription $800.00
Monthly Next Wave Cost $6,500.00
Total Annual Investment $87,600.00
Professional Package
Monthly Hubspot Subscription $800.00
Monthly Next Wave Cost $9,000.00
Total Annual Cost $117,600.00
2.1 New Residents/Year
2.8 New Residents/Year
ROI Analysis
*Based on Vistorship Growth Data from MIT Hubspot Study and Various Online Sources on Financial Assisted Living Industry Data
NEXTWAVE PROGRAM Starter Standard Professional
Starting Average Monthly Website Visits 500 1200 2500
Avg Annual Visitor Growth (*Based on MIT Study) 4.1 4.1 4.1
Projected Monthly Visits (End of Year 1) 2050 4920 10250
Average Visit to Lead Conversion 2.00% 2.00% 2.00%
Projected New Monthly Leads (End of Year 1) 41 98 205
Average Lead to Customer Conversion 5.00% 5.00% 5.00%
Projected New Monthly Residents (End of Year 1) 2 5 10
Average Revenue Per Customer $3,500.00 $3,500.00 $3,500.00
Projected New Revenue Per Month $7,000.00 $17,500.00 $35,000.00
Projected New Annual Revenue (End of Year 1) $84,000.00 $210,000.00 $420,000.00
Annual Cost of NextWave Program $50,400.00 $87,600.00 $117,600.00
Gross Profit after Program Cost $33,600.00 $122,400.00 $302,400.00
Gross Profit % 66.67% 139.73% 257.14%
Additional Program Benefits
CHAPTER FOUR
• Amazing Content: Between blogging, new web pages, and downloadable content offers (such as e-books & whitepapers) our programs generate a huge amount of valuable content that your facility can utilize & continue to generate traffic from far into the future.
• Online Reputation: A large part of our program focuses on generating positive reviews & testimonials online for your facility. This is a major factor in search optimization and one of the first things clients look for.
• Getting Found Online: Our Localized Search Optimization and Google Maps Listings ensures thatyou’re found online locally.
• On-Page SEO: On-page SEO is a major component of any inbound campaign. This upfront work ensures that your website is setup an optimized correctly for organic search
• Competitor Monitoring: We monitor your local competition to make sure you’re the leading localfacility online.
• Keyword Analysis & Rankings: We consistently analyze and improve rankings on keywords for organic search.
• Reporting: Quarterly Reporting on Improvements to Traffic and Leads. We review these reportswith your team and make adjustments based on in-depth analysis.
• Importance: A large part of our business model is that we focus on only a select few clients.
This ensures that we provide you with better customer service than a large agency.
See Full Features of Each Program
FREE Customized Service Plan
The Proposals We Provide:
• Are based on your facilities' actual numbers and specific goal targets
• Are tailored to your current occupancy rates and occupancy goals
• Will enable us to put together a realistic game plan on how to achieve your goals based on actual numbers & industry data.
• Allow us to understand what "success" looks like to you and whether or not we can create a program that will get you there.
• Will tell you whether or not our services are a good fit for your business.