Core values
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Occupancy, the lead board and the people working it, at three levels: the portfolio a VP of Ops runs, the community a regional sales rep is working with this week, and the counselors on its team. Source: Welcome Home records linked to the MI/MO ledger and Divvy Card media spend; data through .
Occupancy. Built to match Welcome Home's Occupancy: Units report: occupied occupancy points divided by the community's total occupancy points. The total comes from Welcome Home's unit list (excluding discarded and off-census units and waitlist placeholders), counting each unit at its floor plan's occupancy points, so a shared room counts 2. A contract counts toward occupied at its occupancy point factor (1 for a private unit, ½ for a shared room, 0 for a second occupant) on any day between its move-in date and its move-out date. Checked against the report on 2026-09-05: 17 of 21 communities match to the half-unit, three differ by one unit, The Oaks by nine (a known quirk in how its shared rooms are recorded). For the current month the figure is projected to month end from today's census plus the pending move-ins and move-outs already dated; for past periods it is reconstructed from today's census and the ledger events since. The care-type line splits the same figure by the care type of the unit (IL, AL, MC), as the report does.
Net move-ins. The links under the chart give, for the same period, occupancy by the care type of the unit, the move-out reasons as recorded in Welcome Home (grouped) and the move-ins split by the lead source on the resident's record. Built to match Welcome Home's MI/MO Summary: Units report: contracts that count toward move-in or move-out, weighted by occupancy points (a shared room counts ½), excluding canceled contracts, transfers and waitlist placeholder units. Actual = dated on or before the data date; pending = dated later in the period. Net = total move-ins − total move-outs, including pending. Stellar-generated = move-ins whose lead came from Stellar's own marketing.
Same period as the net move-ins card above. Click a community to see its move-ins and move-outs for the period, right here; click a column heading to sort. Grouped by portfolio when the scope is all of Stellar; the community selected in the scope bar is highlighted. With a lead source selected on the scope bar, move-ins, move-outs, short stays and the open board count only residents and leads from that source; occupancy always counts every resident.
Columns. One row per community for the selected period, on the same units basis as the net move-ins card (actual plus pending): occupancy at the end of the period (projected for the current month), move-ins, move-outs and net. Short stays = share of the community's move-ins from the trailing 24 months, matured 90 days, that left within 90 days for a reason other than death (greyed under 10 matured). Committed and Hot are the two slices of the open board that carry the forecast, as of the data date: committed = a deposit, contract, assessment or move-in confirmation logged in the last 45 days and no move-in scheduled yet (historically about half move in within a month); hot = toured in the last 30 days and touched in the last 14, not yet committed (about 1 in 12). Off Board leads and leads whose move-in is already scheduled are not counted; hover for the whole board and the expected move-ins it implies, click a count for the names. Click a community to expand its rent roll for the period: every ledger move-in and move-out with unit, source, care type, dates, length of stay, move-out reason, rate and whether it is actual or pending; the header of each list gives the split by lead source and the average contract rate against the average market rate of the units involved (each unit's market rate in Welcome Home for the month of the move-in or move-out), with the same comparison per row in the vs market column — a negative figure is a discount to market; contract rates can sit above market where they include care-level charges. The Prospect ID opens the record in Welcome Home; a resident with no lead record predates the lead data or was entered at move-in.
Open board. A snapshot as of the data date, not a cohort: every lead whose Welcome Home status is still open, at its current stage, regardless of when it came in, every lead source unless the filter narrows it. Off Board = leads the team is taking off the active board, so “actively worked” excludes them. Click a stage to list those leads in the drill-down below. The hygiene line under the board links to the records behind each count; it counts record-state problems over every lead since Jan 2025: never touched = at least 7 days old with no outbound human touch; stuck at Inq = open, 7+ days old, never advanced to Contact; open >1 yr = open leads that inquired more than 365 days ago; wrong stage = ledger move-ins not at the Move-In stage, or closed leads sitting at Move-In with no ledger move-in.
Lead source. Every number on the page — move-ins, move-outs, leads, tours, the open board — covers all lead sources unless the Lead source filter on the scope bar narrows it; occupancy and the Digital tab (Stellar-generated by definition) are the exceptions. The sources: Stellar = Stellar Marketing Generated in Welcome Home (Stellar's own website, search and social); Referral (paid) = Paid Aggregator (A Place for Mom, Caring.com and similar, which charge a placement fee); Community = Community Generated (walk-ins, resident referrals, professional referrals); No source = records with no lead source, most of which are residents entered at move-in rather than leads. Duplicate records are excluded. Leads are limited to months in which Stellar was running media for that community, so acquired communities start when Stellar took them over.
Lead funnel. From Welcome Home activity records (Jan 2025 onward). Arrived touring = leads whose first tour is dated on or before their inquiry date — walk-ins, drive-bys, call-ins who came the same day, families escorted by a placement agent; about a quarter of all tours. They count as leads and as tours, but not in speed to lead, time to tour or lead → tour, because the team did not have to work them to a tour; click the Leads tile to list them. Speed to lead = first completed outbound human touch of any type (call, text, email) on the remaining leads, validated against Welcome Home’s own speed-to-lead clock. Tours = leads with a completed tour-family activity (tour, virtual tour, home visit, walk-in); time to tour is measured from inquiry. Touches = outbound human touches in the first 7 days. Lead → tour = share of worked leads at least 14 days old that toured, so every lead has had a fair chance and walk-in traffic does not flatter a community. Logging coverage = share of leads with any human-logged activity — below 90% the funnel numbers reflect logging gaps as much as behavior and are flagged ⚠. The drill-down lists the individual leads behind any stage for the current selection.
Date window. The window selects leads by inquiry date and drives the funnel, the drill-down and the Counselor level; the open board is always today's snapshot. A tour is credited to the lead's inquiry date, not the tour date. Lead → tour and time to tour use leads at least 14 days old; touches use leads at least 7 days old. Tours completed counts tours held in the window regardless of when the lead came in.
| Prospect ID | Community | Owner | Source | Inquiry | First touch | Touches 7d | Touches total | Tours | First tour | Moved in | Status |
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Drill-down. Click a row for its activity timeline; the Prospect ID opens the record in Welcome Home. First touch = hours from inquiry to first outbound human touch. Moved in = moved in and still in residence; Moved out = moved in and since left (the two add up to all move-ins); Closed = closed without a move-in. Duplicate records are excluded everywhere. After the tour (Toured tab): follow-up = first outbound human touch after the first completed tour; touches in 14 days count outbound human touches in the two weeks after that tour; tour → move-in uses leads whose tour was at least 90 days ago. Why leads close (Closed tab): close reason and date as recorded in Welcome Home; “closed early” = closed as Not responsive or Could not contact with fewer than 5 outbound human touches or within 14 days of inquiry — the benchmark is that 3 in 4 leads who moved in received 5 or more touches (median 12). Inquiry → move-in (Moved in tab): days from inquiry date to ledger move-in date; care type is the resident's care type in Welcome Home at move-in (IL = independent living, AL = assisted living, MC = memory care).
Team table. The Team row is the community (or portfolio) as a whole; each counselor row is one person. Their leads columns credit a lead to its current Welcome Home owner: leads owned in the window, median speed to lead, average outbound human touches in the first 7 days, the share of leads at least 14 days old that toured, move-ins from owned leads at least 90 days old, and the open board they own with the share actively worked. Their activity columns credit an activity to the counselor it is assigned to, whoever owns the lead: touches logged, tours held (and show rate), and leads they touched that belong to someone else. Rates are greyed under 10 leads. Rows are alphabetical; the table is for coaching, not ranking. Click a name to see that counselor's own funnel and leads.
Stellar-generated leads and move-ins only · Google, Bing and Facebook spend from Divvy Card
| Lead source | Move-ins | Durable | Short stays | Median tenure | Still there at 12 mo | First-year revenue / move-in |
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Every lead source is shown here on purpose: the point is to compare what a Stellar-generated move-in is worth against a referral or community-generated one, so the Lead source filter on the scope bar does not narrow this card. Rows with fewer than 5 move-ins are left out; greyed figures rest on fewer than 10 move-ins a year old.
Definitions. Move-ins are ledger move-ins in the selected years, by the lead source on the resident's record; no lead record means the resident predates the lead data (Jan 2025) or was entered at move-in. Durable = still there at 90 days or passed away in residence; short stay = anyone else who left before 90 days (move-ins under 90 days old are not judged). Median tenure is a survival estimate across all causes, so residents still in place count. Still there at 12 mo and first-year revenue use only move-ins at least a year old: first-year revenue = median monthly rate × months actually paid in the first year + median community fee, from what was recorded on the contract, so treat it as indicative where few contracts carry a rate (hover a row for the coverage). The note under the table sets the media cost of a Stellar-generated move-in (cost per move-in above) against that first-year revenue.
Use the Years control above to pick which years are drawn; hover a point for the month's figures. On the community view the bars rank communities for the selected years — click a bar to focus that community (click it again to release).
Cost per move-in (CPMI). Media spend (Google + Bing + Facebook, from Divvy Card) by lead-generation month, divided by move-ins from leads generated in that month. Move-ins come from the MI/MO ledger, attributed by name-match to Stellar Generated prospects plus unmatched residents with explicit digital sources; bulk CRM imports are excluded (≥10 same-day leads). Young cohorts are grossed up by the observed lag curve (45% of move-ins within 30 days, 72% within 90, 83% within 180), so the most recent months are estimates; strict name-match-only CPMI runs ~25–30% higher than shown. Months with no move-ins yet show as gaps and communities with fewer than 10 adjusted move-ins are greyed as thin data. Cost per durable move-in divides CPMI by the share of Stellar-generated move-ins that stayed 90+ days. Cost per lead uses Stellar-generated leads through the last complete month (import-screened). Lead → move-in counts leads at least 90 days old, from Jan 2025 onward. Stellar-generated share on the Portfolio level is by move-in date: Stellar-generated ÷ all move-ins in the ledger.
| Community | Media spend | Move-ins (adj) | CPMI | Leads | CPL | SG share | Short stays |
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Click a row to focus the chart on that community (click it again to release); click a column heading to sort. When the list is long it opens collapsed and the line above the table names the lowest and highest cost per move-in.
Columns. Media spend = Google, Bing and Facebook spend from Divvy Card for the selected years. Move-ins (adj) = ledger move-ins attributed to Stellar-generated leads from those months, grossed up by the lag curve for cohorts too young to have finished converting. CPMI = spend ÷ adjusted move-ins. Leads and CPL = Stellar-generated leads through the last complete month (bulk imports screened out) and spend per lead. SG share = Stellar-generated move-ins ÷ all move-ins in the ledger, by move-in date. Short stays = share of the community's Stellar-generated move-ins, matured 90 days, that left within 90 days for a reason other than death. Greyed figures rest on thin data: fewer than 10 adjusted move-ins for move-ins and CPMI, fewer than 20 for the share columns.