Routing Aged Care Leads by Age and Postcode
A national aged and home care provider needed every enquiry, across five public forms, to land in HubSpot already sorted by age, location and decision stage. We built workflows that create, route and chase deals on their own, replacing manual triage across a network of named service regions and care homes.
Executive Summary
Context
A not-for-profit aged care, home care and retirement living provider ran enquiries from five public forms into HubSpot. Sales needed each one qualified, routed to the right owner, and followed up once it stalled.
What We Built
We rebuilt five public enquiry forms and configured workflows that create a deal only when an enquiry meets a named age, location and stage gate, route it to the right regional or per-home sales owner, and remind that owner if the deal goes quiet.
Tech Stack
- HubSpot CRM
- HubSpot Sales Hub
- HubSpot Marketing Hub
- HubSpot Workflows
- WordPress
Not a fit if enquiry volume outgrows a hand-maintained postcode list quickly, since a new region or postcode means editing the workflow, not updating a lookup table. It also assumes deal readiness can be judged from a small, stable set of properties such as age, postcode and stage; a more fluid qualification model needs a different design.
The Challenge
Five public forms fed HubSpot, but nothing decided which enquiries were sales-ready. Someone had to work out by hand which owner should get each deal, across five regions and a network of individually named homes and villages.
And nothing prompted anyone when a deal went quiet at any stage, so it could sit untouched until someone happened to notice.
Our Approach
The deal creation workflow checked three conditions together: age 65 or older, a defined postcode, and a journey stage of an allocated package ready to start or ready to switch, on-behalf variants included. Only a submission meeting all three created a deal, named for the contact, in the Discovery stage of the Sales pipeline.
A companion workflow read the same postcode against five named regions: Western Sydney, South Western Sydney, North Western Tasmania, Northern Tasmania and Southern Tasmania. A match went to that region's sales owner after five minutes with a within-service-range email, and everything else was disqualified with an outside-service-area email after ten. Aged care and retirement living enquiries branched on the named home or village instead, and each went to its own sales owner. Because the postcode list is built from workflow branches, not a lookup table, a new region or postcode means editing the workflow itself.
Six further workflows, one per pipeline stage, waited 30 days and emailed the deal owner if nothing had moved. A data-sync workflow also consolidated each deal's historic create date, source and disqualification properties onto its contact.
Impact
A deal only creates when a prospect actually qualifies
The workflow checks age, postcode and stage together, so sales works a deal only when a prospect is 65 or older, lives inside the service area, and has reached an allocated-package or ready-to-switch stage. Failing any one condition means no deal is created.
Enquiries reach the right regional owner without manual triage
A postcode read against five named regions routes each qualifying enquiry straight to that region's sales owner, with a thank-you email within five minutes. An enquiry outside every named postcode is disqualified and told so, instead of sitting in a shared inbox.
Each named home and village gets its own routed enquiries
Aged care and retirement living enquiries branch on the specific home or village a prospect named, so each individually named home and village receives its own enquiries directly, without a staff member forwarding them by hand.
Deals stop stalling silently
Six workflows, one per pipeline stage from Discovery to Switching Provider, wait 30 days and email the deal owner if nothing has changed, so a qualified prospect can't sit untouched for a quarter of a year without anyone noticing.
Age, postcode and journey stage are evaluated together: 65 or older, a postcode on a defined list, and an allocated-package or ready-to-switch stage, on-behalf submissions included. The deal is named for the contact and lands in the Discovery stage of the Sales pipeline.
A workflow reads each contact's postcode against five named regions. Because the list is a set of workflow branches rather than a lookup table, a new region or postcode means editing the workflow itself, not adding a row to a table.
A separate branch reads which individually named residential aged care home or retirement village a prospect selected in the enquiry form, and routes the notification to that home's or village's own sales owner rather than a shared queue.
Six workflows, one per pipeline stage, wait 30 days after a deal enters that stage and email the deal owner if it hasn't moved, catching deals that would otherwise stall without anyone noticing.
Five public enquiry forms hosted on WordPress feed HubSpot. A deal creation gate checks age, postcode and journey stage together, and only an enquiry that passes all three creates a deal in the Discovery stage of the Sales pipeline. A separate postcode branch matches the enquiry to one of five named regions and alerts that region's sales owner after five minutes, and an enquiry that matches none is disqualified after ten. Once a deal is in a stage, a 30-day wait emails the deal owner if nothing has changed.
FAQ
Three conditions have to be true together: 65 or older, a postcode on the served list, and a journey stage of an allocated package ready to start or ready to switch providers. Only then does a deal get created and assigned to a sales owner.
A postcode workflow branches to one of five named regions, and a separate branch reads the specific aged care home or retirement village a prospect named, routing directly to that location's own sales owner instead of a shared queue.
