Home Instead® is an international home care agency that provides older adults with in-home services such as meal preparation, light cleaning, shopping, and more. With over 600 franchise locations across North America alone, the Home Instead network is the largest employer of in-home caregivers in the U.S.
Problem
Home Instead franchisees often struggled to accurately identify the decision makers within their service territories. By casting wider nets than necessary, they found themselves chasing unqualified leads, registering low closing rates, and ultimately generating lackluster ROI.
Solution
Home Instead enlisted Deliver Media, an Ironmark Company to help them harness their lead funnel data and client transaction data, which Deliver Media integrated with third-party data. This data-driven approach enabled Home Instead to identify ideal prospects, build multiple predictive models, deploy and track campaign effectiveness, and feed the model with response data for ongoing campaign optimization. By understanding their decision makers better, Home Instead was able to accurately identify and target qualified prospects.
Results
The results were stunning. Using Home Instead’s own data to build predictive models generated audience files and campaigns that yielded 36.29% more leads for care consultations, 25.0% more closed leads, and an average ROI of 1,245%. Leads for consultations were far higher than average at 60.88%, with closed leads weighing in at an astounding 58.83%.
Takeaways
This approach worked exceedingly well, and Home Instead has been very pleased with the results. Imran Ahmed (Franchise Owner) says, “[The Deliver Media] team has worked closely with us to understand our goals and vision to build the best-in-class digital landscape for our service areas. Deliver Media offers a suite of products and campaign offerings that can help promote meaningful growth when deployed in an informed manner.” It’s true that the more they know about their prospects, the more Home Instead can grow. And with predictive analytics, they’ll always know more.
