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 .
Matches Welcome Home's MI/MO Summary: Units report. Definitions
Same period as the net move-ins card above · click a community to open its Community level · click a column to sort. Definitions
| Community | Media spend | Move-ins (adj) | CPMI | Leads | CPL | SG share | Short stays |
|---|
Net move-ins. 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.
Communities table. One row per community for the selected period: move-ins, move-outs and net on the same units basis as the net move-ins card (actual plus pending); Stellar-generated move-ins that have actually happened; the open board as of the data date with the share being actively worked (not Off Board) and the share more than 90 days old; leads generated in the period (every source unless the Lead source filter narrows it), the share of those at least 14 days old that toured, and the share with any human-logged activity (flagged under 90%). Click a community to open its Community level.
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. SG share in the Communities table is by move-in date: Stellar-generated ÷ all move-ins in the ledger.
Stay & value. A move-in is durable if the resident is still there at 90 days or passed away in residence; a short stay is anyone else who left before 90 days. Welcome Home's stay-type flag is not used, because almost no contracts are typed respite or day even where stays end early. Move-ins under 90 days old are pending, not judged. Median tenure is a survival estimate across all causes. Monthly rate and community fee are medians of what was recorded on the contract; coverage varies by community, so treat value figures as indicative where coverage is low. First-year revenue = median rate × months actually paid in the first year (residents who moved in a year or more ago) + median fee. Move-out reasons are as entered in Welcome Home, grouped.
| Prospect ID | Community | Owner | Source | Inquiry | First touch | Touches 7d | Touches total | Tours | First tour | Moved in | Status |
|---|
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. The hygiene line under the board 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 Community and Counselor levels covers all lead sources unless the Lead source filter on the scope bar narrows it: 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). Speed to lead = first completed outbound human touch of any type (call, text, email), 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 uses leads at least 14 days old so every lead has had a fair chance. 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.
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.