Commonwealth Senior Living
+ SmartBug
A flexible HubSpot implementation and Yardi integration strategy designed around Commonwealth's existing technology partnerships.
Commonwealth Senior Living has an opportunity to centralize marketing execution, improve lifecycle engagement, and create clearer visibility into the journey from initial inquiry through move-in.
SmartBug recommends implementing HubSpot Marketing Hub Enterprise as the centralized marketing and engagement platform while keeping Yardi Senior Living CRM / Elevate as the operational system of record.
Because Commonwealth already has a strong working relationship with Yardi, SmartBug is presenting two integration paths: a fully managed, white-glove integration led by SmartBug or a collaborative consulting model in which Commonwealth and Yardi lead the development.
This is a preliminary scope.
SmartBug has not yet been provided with direct access to Commonwealth's current systems, detailed Yardi technical documentation, or complete reverse demonstrations of the existing processes in Yardi and Further.
Because of these unknowns, the current recommendation includes limited contingency to account for migration needs that may surface during implementation.
Before finalizing the engagement, SmartBug recommends conducting a detailed scoping session, reviewing the existing Further environment, and validating the available Yardi integration methods. This process will allow both teams to tighten the scope, remove unnecessary contingency, and may reduce the overall investment.
A flexible foundation built around Commonwealth's existing systems
The goal is not to replace every platform or disrupt technology partnerships that are already working well.
The recommended approach establishes HubSpot as Commonwealth's centralized marketing, segmentation, automation, audience, and reporting platform while allowing Yardi to remain the operational source of truth.
Commonwealth can then select the Yardi integration delivery model that best aligns with its internal capabilities and existing relationship with Yardi.
Centralized Marketing
Manage campaigns, forms, landing pages, email, segmentation, automation, advertising audiences, and reporting from HubSpot.
Connected Lifecycle Data
Use relevant Yardi milestones in HubSpot to support more personalized marketing and clearer conversion reporting.
Flexible Integration Ownership
Choose between a fully managed SmartBug integration or a Yardi-led build supported by SmartBug consulting.
Preserved Technology Investments
Keep Milestone, Sprout Social, Wistia, Yardi, and other platforms where they continue to provide meaningful value.
HubSpot at the center — Yardi remains the source of truth
Marketing execution, forms, landing pages, segmentation, email, automation, lifecycle nurture, campaign management, paid audience activation, attribution, and reporting.
Marketing execution, forms, landing pages, segmentation, email, automation, lifecycle nurture, campaign management, paid audience activation, attribution, and reporting.
Operational system of record for leads, prospects, communities, activities, tours or community experiences, decisions, move-ins, and other senior living operational data.
Existing marketing and engagement functionality. Most replacement needs should be addressed through the Marketing Hub Enterprise onboarding. A limited contingency bank is available for additional migration work that falls outside the standard onboarding package.
The primary website, paid search management, local listings, review management, schema, GEO/AEO, and related website services may remain in place.
May remain in place for social publishing, inbox management, approval workflows, and content calendar functionality.
May remain in place where Commonwealth requires specific embedded-video controls and suggested-video functionality.
Connected with HubSpot for campaign measurement, audience creation, retargeting, and behavioral audience synchronization.
HubSpot will serve as the centralized marketing and engagement platform. Yardi will remain the operational system of record. The selected integration approach will determine whether SmartBug or Commonwealth's Yardi team owns the technical integration build.
One foundation, two integration paths, and a limited contingency bank
Marketing Hub Enterprise Premier Onboarding is the shared foundation. Commonwealth then selects the Yardi integration ownership model that best fits its existing resources and relationships.
Marketing Hub Enterprise Premier Onboarding
SmartBug's Marketing Hub Enterprise Premier Onboarding provides strategic guidance, hands-on configuration, training, and implementation support to help Commonwealth establish a scalable marketing foundation in HubSpot.
- Project kickoff and implementation planning
- Marketing process mapping
- Technology-stack review
- Lifecycle-stage definition
- Lead-scoring strategy
- Reverse demonstration of the current marketing environment
- HubSpot account configuration
- Marketing email configuration
- Email sending-domain validation
- Brand settings
- Subscription types and consent configuration
- Double opt-in configuration where applicable
- Website tracking and external-domain tracking
- Form and conversion-tool setup
- Advertising account connections
- Campaign configuration
- Custom marketing properties
- Lists and audience segmentation
- Marketing automation
- Initial reporting and dashboard configuration
- Customer journey analytics
- Standard HubSpot training
- Role-based training
- Q&A sessions
- Project management
Choose your Yardi integration approach
Both paths are viable. The difference is who owns the build — SmartBug end-to-end, or Commonwealth and Yardi with SmartBug consulting alongside.
Option 1: SmartBug White-Glove Yardi Integration
SmartBug will lead the discovery, architecture, development, testing, deployment, and stabilization of the integration between HubSpot and Yardi Senior Living CRM / Elevate.
This option is designed for Commonwealth to hand the technical integration work to SmartBug while remaining involved in requirements, validation, user acceptance testing, and coordination with Yardi.
- Technical discovery with Commonwealth and Yardi
- Review of available Yardi APIs, web services, files, or approved interfaces
- Authentication and security planning
- Source-of-truth definition
- Business process mapping
- Data-flow architecture
- Object and field mapping
- Synchronization frequency recommendations
- Integration requirements documentation
- Integration environment setup
- HubSpot API configuration
- Yardi interface configuration based on available access
- Record creation and update logic
- Field transformation and normalization
- Association logic
- Incremental synchronization
- Duplicate prevention
- Error handling
- Retry logic
- Logging
- Monitoring
- Alerts for integration failures
- Technical quality assurance
- Data validation
- End-to-end process testing
- User acceptance testing support
- Production deployment
- Integration documentation
- Knowledge transfer
- Post-launch stabilization
- Lead and prospect information
- Assigned community
- Level of care
- Lead or inquiry status
- Connected status
- Tour or community experience
- Considering and decided stages
- Application milestones
- Move-in status
- Move-in date
- Referral source
- Relevant activity records
- Assessment information
- Record creation and modification dates
- New inquiries
- Form submissions
- Marketing source
- Campaign information
- Communication preferences
- Assessment responses
- Qualification information
- Relevant marketing engagement milestones
Option 2: Yardi-Led Integration with SmartBug Consulting
Commonwealth has an established relationship with Yardi and may prefer to have Yardi or Commonwealth's selected technical team build the integration.
Under this option, SmartBug will provide HubSpot-side architecture, consulting, data-model guidance, technical reviews, and testing support while Commonwealth and Yardi retain responsibility for development and deployment.
- Joint technical discovery
- HubSpot API guidance
- HubSpot object-model recommendations
- Property and association planning
- Source-of-truth definition
- Data-flow review
- Field-mapping consultation
- Integration architecture review
- Authentication recommendations
- Review of proposed synchronization logic
- Review of duplicate-management rules
- Review of error-handling plans
- Review of Yardi-to-HubSpot data mapping
- Review of HubSpot-to-Yardi data mapping
- HubSpot test-record preparation
- Integration testing consultation
- Data-validation support
- Troubleshooting HubSpot-side behavior
- User acceptance testing support
- Launch-readiness review
- Advise on the correct use of HubSpot APIs
- Help define the HubSpot data architecture
- Review proposed integration designs
- Configure agreed HubSpot-side properties and structures where time allows
- Participate in technical working sessions
- Assist with testing and validation
- Identify HubSpot-side risks and recommended corrections
- Obtain and manage Yardi interface access
- Provide Yardi documentation
- Design and develop the integration code
- Configure Yardi-side interfaces
- Host any required middleware
- Manage integration infrastructure
- Implement monitoring and logging
- Deploy the integration
- Maintain the integration after launch
- Resolve Yardi-side technical issues
- Coordinate directly with Yardi support
Further Migration Contingency Bank
The Marketing Hub Enterprise Premier Onboarding will address many of the foundational capabilities currently managed through Further. This contingency bank provides additional flexibility if Commonwealth identifies priority Further assets or processes that require work beyond what is included in the standard onboarding package.
- Additional forms
- Additional email templates
- Additional nurture workflows
- Assessment configuration
- Chat configuration
- SMS solution support
- Additional audience segmentation
- Additional migration assistance
- Testing of replacement processes
- Documentation of migrated assets
- Launch adjustments
- Other mutually approved HubSpot configuration needs related to the Further transition
- Hours should only be used when the requested work falls outside the Marketing Hub Enterprise Premier Onboarding
- The bank is not intended to represent a complete lift-and-shift migration of the entire Further platform
- SmartBug will communicate how the hours are being used
- Additional work beyond the 30-hour bank requires approval
- Custom development and Yardi integration development are excluded
- The final bank may be reduced after SmartBug completes a Further reverse demonstration and asset inventory
Two clear paths, side by side
The same Marketing Hub Enterprise Premier Onboarding and the same Further Migration Contingency Bank are included in both options. The Yardi integration approach is what changes.
Included in both options
- Marketing Hub Enterprise Premier Onboarding74 hours · $185 / hour$13,690
- Further Migration Contingency Bank30 hours · $185 / hour · Use only as needed$5,550
- Baseline Services Total$19,240
Fully Managed by SmartBug
- Marketing Hub Enterprise Premier Onboarding$13,690
- SmartBug White-Glove Yardi Integration$56,250
- Further Migration Contingency Bank$5,550
Best for a turnkey implementation with SmartBug owning the integration build.
Yardi-Led with SmartBug Consulting
- Marketing Hub Enterprise Premier Onboarding$13,690
- Yardi Integration Consulting Bank (starting)$4,500
- Further Migration Contingency Bank$5,550
Best for using Commonwealth's existing Yardi relationship and internal or Yardi-led technical resources.
Not included: HubSpot software subscription fees, Yardi fees, middleware fees, SMS fees, hosting costs, and fees charged by other vendors are not included in SmartBug's services investment.
These are preliminary estimates. Final pricing may change after system access, reverse demonstrations, Yardi technical validation, and confirmation of the final requirements.
Which integration model fits Commonwealth?
Choose Option 1 when…
- Commonwealth wants one partner accountable for the integration build
- Internal development resources are limited
- Commonwealth wants SmartBug to manage architecture through deployment
- A fully managed testing and stabilization process is preferred
- Commonwealth wants to reduce coordination across multiple technical teams
Choose Option 2 when…
- Yardi is prepared to build or lead the integration
- Commonwealth already has a trusted Yardi technical relationship
- Commonwealth has internal or third-party integration resources
- The team primarily needs HubSpot architecture and API guidance
- Commonwealth wants to begin with a lower SmartBug services investment
- Commonwealth is comfortable owning deployment, monitoring, and maintenance
SmartBug can support either model. The recommended path should be selected after a joint technical conversation with Commonwealth and Yardi confirms Yardi's capabilities, available resources, and preferred ownership model.
Outcomes Commonwealth can actually feel
A Strong HubSpot Foundation
Commonwealth has a properly configured Marketing Hub Enterprise portal built around its lifecycle, audiences, communities, campaigns, and marketing processes.
More Relevant Engagement
Prospects can receive communications based on community, care needs, lifecycle stage, timing, source, interests, and engagement.
Connected Systems
HubSpot and Yardi exchange the agreed data needed to support marketing orchestration and lifecycle visibility.
Clear Ownership
Commonwealth selects an integration model with clearly defined responsibilities across SmartBug, Commonwealth, and Yardi.
Reduced Technology Fragmentation
HubSpot centralizes key marketing functions without requiring Commonwealth to immediately replace every specialized platform.
Controlled Migration Risk
A limited Further contingency bank provides flexibility without assuming that a large standalone migration is necessary.
Shared HubSpot onboarding, option-dependent Yardi work
HubSpot onboarding is the same in both paths. The Yardi integration timeline depends on whether SmartBug or Commonwealth and Yardi own the build.
HubSpot Onboarding · 8–12 weeks
Discovery & Planning
- Kickoff
- Stakeholder alignment
- Process mapping
- Technology review
- Further reverse demonstration
- Lifecycle strategy
- Final implementation priorities
HubSpot Foundation
- Account configuration
- Tracking
- Email configuration
- Consent and subscription setup
- Properties
- Lifecycle stages
- Segmentation
- Campaign structure
- Advertising connections
Automation, Reporting & Enablement
- Initial workflows
- Lead scoring
- Journey configuration
- Reporting
- Dashboards
- Training
- Testing
Launch & Transition
- User acceptance testing
- Final adjustments
- Team enablement
- Launch
- Knowledge transfer
Approximately 16–24 weeks
Running partially in parallel with HubSpot onboarding.
- Technical discovery
- Yardi access validation
- Architecture
- Development
- Testing
- User acceptance testing
- Deployment
- Stabilization
Determined by Commonwealth and Yardi
- SmartBug consulting can begin during the HubSpot onboarding
- Architecture and mapping sessions should occur before development begins
- SmartBug can review designs and test results throughout the build
- The final launch date will be managed by Commonwealth and Yardi
What this preliminary scope assumes
- Yardi will remain the operational system of record
- HubSpot will serve as the centralized marketing and engagement platform
- Commonwealth will provide access to appropriate stakeholders
- Commonwealth will coordinate required participation from Yardi
- Yardi will provide applicable technical documentation and interface details
- Yardi API, interface, licensing, or professional-services fees are not included
- HubSpot software subscription fees are not included
- Middleware, hosting, and SMS fees are not included
- Commonwealth will provide its existing forms, emails, workflows, assessments, reports, and business rules
- Final Further migration requirements will be determined through a reverse demonstration
- Milestone, Sprout Social, and Wistia are not assumed to be replaced
- Paid media management is not included unless separately scoped
- Historical data migration is limited to mutually agreed records
- Work outside the package inclusions or purchased banks requires separate approval
- Option 1 is subject to confirmation that SmartBug can access an appropriate Yardi interface
- Under Option 2, Commonwealth and Yardi are responsible for integration development, infrastructure, deployment, monitoring, and maintenance
One experienced partner, flexible delivery
Commonwealth needs more than a basic portal setup. This initiative requires marketing operations expertise, lifecycle strategy, HubSpot configuration, data architecture, technical integration knowledge, training, and change management.
SmartBug brings these capabilities together within one experienced HubSpot partner while remaining flexible about how Commonwealth chooses to divide integration responsibilities.
HubSpot North American Partner of the Year
Extensive HubSpot Enterprise implementation experience
Senior living and healthcare experience
HubSpot strategists, certified trainers, and integration developers
Strategic and technical expertise under one partner
Experience connecting HubSpot with external systems of record
Flexible delivery models
Hands-on implementation and training
Ability to provide ongoing HubSpot support after launch
A discovery-led approach designed to reduce technical and financial risk
Seven steps to a tightened final scope
- 1
Conduct a detailed Further reverse demonstration
- 2
Meet jointly with Commonwealth's Yardi contact
- 3
Confirm Yardi's available integration methods
- 4
Determine whether Commonwealth prefers the white-glove or consulting model
- 5
Confirm the HubSpot and Yardi data requirements
- 6
Review current reporting and lifecycle requirements
- 7
Validate the final scope, timeline, and investment
Choose the integration model that fits Commonwealth
Commonwealth can move forward with a strong HubSpot marketing foundation while selecting the Yardi integration model that best matches its resources, relationships, timeline, and desired level of SmartBug involvement.
Whether SmartBug leads the full integration or supports Commonwealth and Yardi through a consulting model, the goal remains the same: a connected platform that improves marketing execution, lifecycle engagement, and visibility into performance.