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What Stellar-generated leads cost and what happens to them: cost per move-in by lead-generation month for the VP of Ops, and the lead funnel, open board and lead-level detail the regional sales team reviews each week. Source: Welcome Home records linked to the MI/MO ledger and Divvy Card media spend; data through .
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.
| Community | Media spend | Move-ins (adj) | CPMI | Leads | CPL | SG share | Short stays |
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| Community | Community | Open | Inq | Cont. | Off Board | Hot (25–90%) | Waitlist | Actively worked | >90d old | Oldest |
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| Prospect ID | Community | Owner | Source | Inquiry | First touch | Touches 7d | Touches total | Tours | First tour | Moved in | Status |
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| Community | Leads (window) | Logged | Never touched | Stuck at Inq | Open >1 yr | Moved in, wrong stage | Closed as Move-In | No stage |
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The first four columns cover leads generated in the window; the last four are record-state problems and are counted over every lead since Jan 2025 for the selected scope, because they don't depend on when the lead came in. Logged = share of leads with at least one human-entered activity (flagged under 90%). Never touched = leads at least 7 days old with no outbound human touch. Stuck at Inq = open leads at least 7 days old still in the Inq stage (never advanced to Contact). Open >1 yr = open leads that inquired more than 365 days ago. Moved in, wrong stage = ledger move-ins whose Welcome Home stage is not Move-In. Closed as Move-In = closed leads sitting in the Move-In stage with no ledger move-in. No stage = leads with a blank stage. Counts, not rates, so bigger communities show bigger numbers; the “all” row gives the portfolio share.
How to read it. Filters scope everything on the page. CPMI cells with no move-ins yet show as gaps; communities with fewer than 10 adjusted move-ins in the slice are greyed as thin data. CPL uses leads through Jul 2026 (import-screened). Stellar-generated share is by move-in date: Stellar-generated move-ins ÷ all move-ins in the ledger for the slice (2024 40.8% · 2025 45.9% · 2026 YTD 52.5%).
Lead funnel. From Welcome Home activity records (available Jan 2025 onward), Stellar-generated leads only, limited to months in which Stellar was running media for that community (pre-acquisition history from prior operators is excluded). Speed to lead = first completed outbound human touch of any type (call, text, email), validated against Welcome Home’s own speed-to-lead clock. Tour rate = leads with a completed tour-family activity (tour, virtual tour, home visit, walk-in). Show rate = completed vs canceled/missed/rescheduled tours. Touches = outbound human touches in the first 7 days. 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 pipeline drill-down lists the individual leads behind any stage for the current selection, and the audit table isolates logging and stage-hygiene problems from behavior.
Method. Media = Google + Bing + Facebook (Divvy Card). Move-ins from the MI/MO ledger, attributed by name-match to Stellar Generated prospects, plus unmatched residents with explicit digital sources. Bulk CRM imports excluded (≥10 same-day leads; residents kept if a legitimate earlier record exists). Young cohorts grossed up by the observed lag curve (45% of move-ins within 30 days, 72% within 90, 83% within 180). Strict name-match-only CPMI runs ~25–30% higher than shown. Data as of 9/1/2026.