Introduction

Introduction

Who this is for

This playbook is for Qualicare franchise partners who are new to lead aggregators or want to refine their approach. It provides a practical system to generate leads, follow up effectively, and measure results.

Why this strategy matters

Aggregator platforms, such as Caring.com, A Place for Mom/AgingCare, and Bark, invest heavily in search engine optimization, digital advertising, and brand visibility to capture families actively seeking care options. They save franchise partners time by aggregating demand at scale and routing motivated families directly to providers. When paired with fast and consistent follow-up, this channel can generate meaningful clients and revenue. In one franchise partner example, $4,608 spent on Caring.com produced 7 clients and $50,466 in revenue (~9% cost of sale).

What you’ll learn in this playbook

  1. What aggregators are and how they work. Learn how these platforms capture demand and connect you with families actively searching for care.
  2. Success factors that drive results. Understand the key elements such as speed-to-lead, consistent follow-up, and strong profiles that determine success.
  3. Benchmarks for budget, ROI, and KPIs. Get clarity on realistic spending levels, conversion expectations, and the metrics you should monitor.
  4. General setup guidelines. Follow a structured process for creating your profiles, configuring settings, and integrating with Zoho CRM.
  5. Follow-up best practices and templates. Use proven scripts, cadence guides, and multi-channel strategies to turn leads into clients.
  6. How to track performance and adjust spend. Monitor your results regularly, calculate cost of sale, and refine your budget or lead caps based on performance data.

Success factors

Speed‑to‑lead – the #1 success factor

When someone inquires through an aggregator, they are almost always reaching out to multiple providers at the same time. The first provider to respond—often within minutes—wins the trust and the conversation. Families are under stress and need immediate answers. Responding within 5 minutes dramatically increases your chances of connecting before a competitor does and converting the lead.

Consistent follow-up – persistence pays off

Many families are not ready to commit on the first call. Some are planning ahead, while others want to consult with family before deciding. This is why consistent, multi-channel follow-up matters. Consistent, multi-channel follow-up over weeks or even months often results in leads eventually converting into clients—demonstrating that persistent follow-up keeps you top-of-mind until families are ready to move forward. 

InfoNOTE: This is not a replacement for local referral building and community marketing—it’s an accelerator to create a short‑term pipeline while your community marketing matures. 

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