Care home enquiries are often among the most emotionally charged decisions families will ever have to make. Prospects research extensively, compare multiple providers, and typically engage with numerous touchpoints before making contact. Yet many care homes operate with limited visibility into these customer journeys, unable to identify which marketing activities drive genuine enquiries or where potential residents drop off before converting.
This blind spot is costly. When you can’t track which campaigns generate quality enquiries, you don’t know where and how to allocate marketing budget properly. Plus, when you don’t understand the touchpoints that influence decision-making, you can’t optimise the journey to cater to what prospects are looking for, reduce friction, or increase conversions. Every lost enquiry is not just missed revenue, but a family whose needs were not met when they needed support most.
The challenge intensifies because care home conversions rarely happen through simple digital forms. Families want conversations—to ask specific questions about care provision, discuss individual needs, understand pricing structures, and gauge your team’s compassion and expertise. These phone enquiries contain crucial information that standard analytics simply can’t capture.
Understanding the Complete Care Home Journey
Families researching care options interact with multiple channels before making contact. They might discover your care home through local search, visit your website to review facilities and services, read testimonials on third-party review sites, see a retargeting ad on social media, and then finally pick up the phone to enquire.
Traditional analytics capture some of these touchpoints but lose visibility when the conversion happens offline through a phone call. You might see website visits but not understand which campaigns prompted the eventual enquiry. This incomplete picture makes it impossible to identify your most effective marketing channels or understand which content helps families feel confident enough to reach out.
Call tracking at Mediahawk provides the missing piece of this puzzle by connecting phone enquiries to their marketing sources. The software assigns unique phone numbers to different campaigns and channels, automatically capturing the touchpoint that prompted each call. When integrated with your analytics platforms, you can finally see the complete journey from the first interaction to the enquiry.
Optimising for Move-Ins, Not Just Enquiries
Not all enquiries are equal. Some families are ready to proceed quickly due to urgent care needs, while others plan months in advance. Some calls come from genuine prospects, while others are general information requests or unsuitable enquiries. Without visibility into conversation content and outcomes, you cannot distinguish between these different enquiry types or optimise marketing to attract families most likely to convert to move-ins.
Speech Analytics automatically transcribes and analyses every call. The software identifies conversations that indicate urgent care needs, specific care requirements, funding arrangements, and timeline expectations. This intelligence helps care home teams prioritise follow-up and provides marketing teams with feedback on which campaigns drive the highest-quality enquiries.
Sales Matching capabilities connect enquiries to actual move-ins, revealing which marketing sources not only generate calls but also deliver residents. Perhaps your Google Business Profile drives high enquiry volumes but lower conversion rates, while targeted pay-per-click (PPC) campaigns generate fewer calls but much higher-quality prospects.
Creating Seamless Experiences That Convert
With this cross-channel visibility, you can see how different touchpoints work together throughout the decision journey. You might discover that families typically engage with organic content first, then respond to retargeting campaigns before making a call. This intelligence enables you to create cohesive experiences across channels, ensuring consistent messaging and minimising friction at every stage.
When you understand which touchpoints influence care home enquiries and which conversations convert to move-ins, you can systematically reduce lost opportunities. Every family deserves to find the right care solution, and call tracking ensures that your marketing effectively connects those families with the support you provide.
