Stellar Lead Performance

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.

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.

Open board. A snapshot as of the data date, not a cohort: every Stellar-generated lead whose Welcome Home status is still open, at its current stage, regardless of when it came in. Off Board = leads the team is taking off the active board, so “actively worked” excludes them. Orange = a larger share of stale leads than the selection as a whole. Click a stage to list those leads; switch to “By counselor” to see whose board it is (leads grouped by current owner).

Lead funnel. From Welcome Home activity records (Jan 2025 onward), Stellar-generated leads only, limited to months in which Stellar was running media for that community. 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, drill-down, counselors and audit; the open board above it 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).