Unlike other platforms such as Caring.com, Bark, or Senior Care Finder, A Place for Mom does not have direct integration with Zoho CRM. Franchisees must manually enter all APFM leads into Zoho as soon as they are received. This ensures that:

• Leads are properly tagged and tracked in reports.

• Families receive immediate automated follow-up emails.

• Cold nurture drip campaigns begin if they do not book an assessment right away.

Missing this step will result in lost automation and incomplete performance tracking, which directly impacts conversion results.

How to enter leads in Zoho

Create the lead in Zoho within 10 minutes of receiving it. For hot transfers, create it during the call.

1. Capture the lead fast
   
1. If by email: open the APFM referral email and keep it on screen.
2. If a hot transfer: open Zoho and use Quick Create while you are on the call so notes and next steps are not lost.
2. Create the lead in Zoho
1. Click Create > Lead (or Quick Create).
2. Complete the fields below. Use copy and paste from the APFM email to save time.
   

Required fields (Qualicare standard)

1. Lead Source: Lead Aggregator
2. Lead Source Detail: A Place for Mom
3. Lead Owner: assign to the person accountable for first response
4. Lead Status: New
5. First Name, Last Name: client or primary contact
6. Phone and Email: from the APFM referral
7. City, State/Province, ZIP/Postal: for territory match and routing
8. Service Interest: select Home Care, plus any specific services listed
9. Estimated Start: urgent, 1 to 3 weeks, 1 to 3 months, planning, based on APFM notes
10. Payer Type: Private pay, LTCI, Veterans, unknown
11. Notes: paste the APFM narrative, needs, schedules, and any special instructions
    

Nice to have fields

1. Care Needs Tags: dementia, mobility, respite, live-in
2. Weekly Hours Target: if specified
3. Referrer Contact: Advisor name if included
   

3. Attach and log the source email

1. Forward the APFM email to your Zoho BCC address so it files to the lead record, or upload the email as an attachment. This preserves the original details and time stamp.

4. Confirm automations fired

1. The new lead should automatically enter:
1. the “Thank you for contacting Qualicare” email sequence
2. the new lead task sequence for phone follow-up
3. the cold nurture drip if no assessment is booked after the early touches
2. Check the timeline on the lead record. You should see the first email scheduled or sent, plus Call 1 task created.

5. Start the follow-up sequence immediately

1. Call right away, then text and email if no answer. See the Lead Follow-Up section for the full day-by-day cadence.
2. For hot transfers: answer on the first ring, run discovery, and book the assessment if possible. Log the call outcome before ending the session.
   
   

Updating statuses

1. Assessment booked: change Lead Status to Assessment Booked and add the appointment date and time. Create a calendar event and assign tasks for reminder calls and documentation.
2. Converted to client: convert the lead to Contact and Account per your local workflow. In WellSky, ensure Referral Source = APFM so revenue attribution rolls up correctly.
3. Not moving forward: set Lead Status = Lost and choose a Reason Lost (price, timing, moved to facility, unreachable, other). This drives your reporting and coaching.