Media Mention: A Place For Mom Metrics Part 1

This is less of a media mention and more of a cross-post. While I run marketing for APFM, I generally don’t write any of the content there. This is an exception. I am writing a series of posts to help senior housing companies improve their marketing in a data-driven way. One issue many of them have is treating marketing as an expense, and ignoring the revenue it generates. It causes them to under-spend on marketing, and leave many of their rooms unfilled.

Here is the article introduction:

If I told you could give me a $1 bill and I would turn around and give you a $5 bill, that would be a pretty good deal. Your next question should be, “How many times can I give you a $1 bill?” While negotiating to get $6 instead would be even better, there is far more benefit to be achieved by just scaling the good thing you have going.

Good marketing works the same way.

You want to find marketing ‘channels’ where you can spend money that will drive customers into your sales funnel. And you want to make sure the value you get from those customers is more than the cost you spend on that marketing channel.

It is all easier said than done.

Here is the link for the full post:

Media Mention – Senior Housing News – APFM Canada

Earlier this month, APFM launched our service in Canada and Senior Housing News did a short piece on the launch:


Log onto A Place for Mom, Inc. (APFM) and you might notice a red maple leaf icon at the top of its website.

The senior living lead giant rolled out a Canadian division Monday that it will operate in addition to its wide-reaching American branch.

“Canada is the next logical step for the company and, after a lot of hard work learning about the differences in the Canadian market, we are slowly rolling out our local advisor-based model there,” said Ed Nevraumont, chief marketing officer for A Place For Mom, in an email to SHN. “Nothing is changing in our service to Americans, but we are happy to begin serving Canadians in select cities now, and more in the future.”

A Place for Mom now offers senior housing leads in Alberta, British Columbia, Ontario, Saskatchewan and Manitoba.

Since launching in 2000, A Place for Mom has over 18,000 partners in the United States, which includes home health care services.

“We’re the largest nationwide referral service, and by far the largest referral service that uses advisors,” said CEO Sean Kell in a past interview with SHN. “A number of small companies operate through the Internet only, without advisors, and that’s the difference between us and most of our competitors.”

The expansion follows the company’s May launch of a database that allows consumers to see how accessible assisted living records and reports are to obtain on a state-by-state basis in the United States.

Full article is here:

Media Mention – Seattle Business Magazine – Silver Dollars

A Place For Mom was recently featured in Seattle Business Magazine based on an interview I did back in March. I was photographed at a local senior living community a few weeks ago with our CEO.

Some excerpts:

Since changing ownership three years ago, Seattle-based A Place for Mom has gone through an evolution, says Ed Nevraumont, Chief Marketing Officer. With 20,000 nationwide care partners, A Place for Mom is set to turn in another year of 40 percent annual revenue growth, he says. “When we first came on board, we worked on core infrastructure, such as upgrading the website and adding reporting systems. We’ve been getting traction in the past couple of years as the economy has improved and the demographics continue to change.”

A Place for Mom offers free consulting services in most U.S. urban centers to those seeking senior housing. The average client is a 57-year-old daughter of an aging parent. The parent may need help to either remain in his or her home or move to independent or assisted living or some other kind of care facility.

The company got a boost last year when it signed Joan Lunden, book author and former TV journalist, as its official spokesperson. Lunden shares her own experience of trying to find the right senior care option for her mother.

A Place for Mom generates revenue from fees charged to care centers and providers that are included in its membership referral roster. Nevraumont says three developments are producing substantial growth for the company: an aging population, the increasing sophistication of clients who may start a search sooner using the internet to find help, and a strong marketing plan.

A Place for Mom advisers who field calls from families seeking help are salaried and live in the markets they serve. Their job is to survey clients using a lengthy questionnaire and then refer them to one or more providers that fit their preferences, care needs and budget.

“Our biggest challenge is overcoming the general perception that senior housing is a terrible place to be,” Nevraumont says. “The fact is that they can be a wonderful place offering more friends, a community and great care. Part of our job is to help people deal with change, to understand that these are not depressing places.”

A big challenge at A Place for Mom is managing the growth, Nevraumont says. “As we add more advisers, we want to make sure we maintain a supportive infrastructure and hire quality people. We want to be the solution for families.”

The full article: