Commonwealth Senior Living
+ SmartBug
powered by HubSpot.
A connected marketing, lifecycle engagement, reporting, and Yardi integration strategy — designed to reduce technology fragmentation, improve lifecycle marketing, and connect campaign activity to community experiences, decisions, and move-ins.
Commonwealth Senior Living
A connected marketing, lifecycle engagement, reporting, and Yardi integration strategy powered by HubSpot.
Commonwealth Senior Living has an opportunity to reduce technology fragmentation, improve lifecycle marketing, and connect marketing activity to meaningful outcomes such as community experiences, decisions, and move-ins.
SmartBug recommends keeping Yardi as the operational system of record while introducing HubSpot as the centralized platform for marketing execution, audience segmentation, lifecycle automation, attribution, and reporting.
This is a preliminary scope.
SmartBug has not yet been provided with direct access to Commonwealth's current systems, complete technical documentation, or detailed reverse demonstrations of the existing processes in Yardi, Further, Milestone, and the surrounding technology stack.
Because of this, SmartBug has intentionally included a higher number of contingency hours as a "just in case" measure. These hours provide flexibility for unknown technical requirements, additional reporting needs, data complications, and other items that may surface during implementation.
Before finalizing the engagement, SmartBug would conduct detailed scoping sessions, reverse demonstrations, and technical discovery. Completing that process will allow both teams to tighten the scope, remove unnecessary contingency, and will likely reduce the overall investment.
Creating one connected view of marketing performance
Commonwealth's primary challenge is not a lack of technology. It is the fragmentation of data, execution, and reporting across multiple platforms.
Traditional and digital marketing activity currently lives across Yardi, Further, Milestone, Sprout Social, Wistia, paid media platforms, and manually maintained spreadsheets. This makes it difficult to understand the complete journey from initial inquiry through community experience, decision, and move-in.
The recommended approach is designed to:
- Keep Yardi as the operational system of record
- Introduce HubSpot as the centralized marketing execution and reporting platform
- Replace selected Further functionality without sacrificing essential capabilities
- Improve lifecycle segmentation and nurture
- Connect marketing sources and campaigns to downstream Yardi outcomes
- Reduce manual spreadsheet reporting
- Give the Commonwealth team one place to manage engagement data, audiences, campaigns, and performance
HubSpot at the center — Yardi remains the source of truth
Marketing execution, forms, landing pages, segmentation, lifecycle nurture, campaign management, attribution, audience activation, automation, and reporting.
Operational system of record for senior living leads, activities, community experiences, decisions, move-ins, and related operational data.
Selected capabilities may migrate into HubSpot — forms, chat, email nurture, assessments, and pre-handoff communications. Final replacement scope confirmed via reverse demonstration.
Primary website, paid search management, local listings, review management, schema, GEO/AEO, and existing blog/content tools may remain in the initial phase.
May be replaced by HubSpot's social publishing, inbox management, and approval workflows pending a capability review against Commonwealth's current publishing, content calendar, and approval requirements.
May remain in place where Commonwealth needs specific embedded-video controls, including control over suggested next-video playback.
Connected to HubSpot for campaign measurement, behavioral audience creation, retargeting, and audience synchronization.
The objective is not to replace every platform on day one. The objective is to establish a connected operating model in which HubSpot centralizes marketing engagement and reporting while Yardi continues to manage operational senior living data.
Three workstreams + a flexible contingency bank
Confirmed onboarding package, two estimated workstreams, and a reporting/contingency bank to absorb unknowns surfaced during discovery.
Marketing Hub Enterprise Premier Onboarding
SmartBug's Marketing Hub Enterprise Premier Onboarding package provides Commonwealth with a strategic and hands-on implementation of Marketing Hub Enterprise.
- Current-state technology and process review
- Marketing process mapping
- Lifecycle-stage and segmentation strategy
- Reverse demonstration of the current marketing environment
- HubSpot account and marketing configuration
- Email and sending-domain configuration
- Subscription-type and consent configuration
- Form and conversion-tool setup
- Advertising account and tracking configuration
- Website analytics and external-domain tracking
- Campaign configuration
- Custom marketing properties
- Lead-scoring configuration
- Marketing automation
- Reporting and dashboard setup
- Customer journey analytics
- Standard HubSpot training
- Role-based training
- Q&A sessions
- Project management
Further-to-HubSpot Migration & Lifecycle Automation
SmartBug will evaluate the functions currently managed in Further and migrate the agreed-upon marketing, engagement, and automation capabilities into HubSpot.
- Detailed reverse demonstration of Further
- Inventory of existing forms, chat experiences, assessments, emails, SMS programs, workflows, and nurture programs
- Replacement-versus-retention recommendations
- Migration of prioritized forms and conversion paths
- Migration or recreation of priority email templates
- Recreation of agreed-upon marketing workflows
- Lifecycle nurture strategy and implementation
- Segmentation by community, level of care, lifecycle stage, timing, source, and engagement
- New-inquiry acknowledgement and routing
- Connected-stage nurture
- Community-experience preparation and follow-up
- Considering-stage nurture
- Decided-stage or move-in communication
- Stalled-lead and re-engagement programs
- High-intent activity alerts
- Internal notifications and follow-up tasks
- Enrollment, suppression, and communication-governance rules
- Assessment-data mapping and segmentation strategy
- SMS solution evaluation and configuration support
- User acceptance testing
- Launch support
Yardi Senior Living CRM / Elevate Integration
SmartBug will design and implement a custom integration between HubSpot and Yardi Senior Living CRM / Elevate. Yardi will remain the system of record, while HubSpot uses synchronized data to power marketing segmentation, lifecycle automation, attribution, audience activation, and reporting.
- Technical discovery with Commonwealth and Yardi
- API and interface-access validation
- Authentication and security design
- Source-of-truth rules
- Data and object mapping
- Association strategy
- Field transformation and normalization
- Incremental synchronization based on available modification timestamps
- Scheduled or near-real-time synchronization
- Record creation and update logic
- Duplicate prevention
- Error handling and retry logic
- Integration monitoring
- Logging and alerting
- Development and configuration
- Quality assurance testing
- User acceptance testing
- Production deployment
- Technical documentation
- Knowledge transfer
- Post-launch stabilization
- Lead and prospect information
- Assigned community
- Level of care
- Lead or inquiry status
- Connected status
- Community experience or tour status
- Considering and decided stages
- Application milestones
- Move-in status and date
- Referral source
- Relevant activity records
- Assessment information
- Record creation and modification dates
- New inquiries
- Form submissions
- Marketing source and campaign information
- Communication preferences
- Assessment responses
- Qualification information
- Selected engagement milestones
- Relevant marketing activity summaries
Flexible Reporting and Implementation Contingency Bank
A flexible bank of SmartBug strategist hours that can be applied to needs identified during discovery, implementation, testing, or launch.
- Additional executive dashboards
- Community-level reporting
- Attribution reporting
- Traditional and offline source reporting
- Cost-per-inquiry and cost-per-move-in reporting
- Custom report development
- Spreadsheet-report replacement
- Data cleanup and normalization
- Additional segmentation, workflows, forms, or emails
- Unexpected migration requirements
- User acceptance testing adjustments
- Training and enablement
- Post-launch optimization
- Other reasonable out-of-scope HubSpot configuration needs
- Hours are consumed only when needed
- SmartBug will communicate how hours are being used
- Custom integration development is excluded and is billed at the development rate
- The bank is included to protect the project from currently unknown requirements
- The final bank may be reduced after detailed discovery and system access
A clear, all-in preliminary number
Confirmed package pricing for onboarding, estimated services for the migration and Yardi integration, and a flexible contingency bank — all summarized in one view.
Investment summary
- Marketing Hub Enterprise Premier OnboardingFixed package$13,690
- Further-to-HubSpot Migration & Lifecycle AutomationEstimate$27,750
- Yardi Integration, including DiscoveryEstimate + contingency$56,250
- Flexible Reporting & Implementation Contingency BankAs-needed bank$9,250
This preliminary estimate intentionally includes contingency because SmartBug has not yet completed reverse demonstrations, reviewed the existing assets, or validated Yardi interface access. The investment will be revisited after detailed discovery and may be reduced once unknown requirements have been resolved.
HubSpot software subscription fees are not included in the SmartBug services total above.
Outcomes Commonwealth can actually feel
One view of performance
Commonwealth can evaluate marketing activity, inquiries, community experiences, decisions, and move-ins without manually stitching together multiple spreadsheets.
More relevant engagement
Prospects receive communications based on their community, care needs, lifecycle stage, interests, timing, and behavior.
Connected marketing & operational data
HubSpot engagement data and Yardi operational milestones are synchronized to support segmentation, automation, and reporting.
Improved attribution
Better understanding of which traditional and digital sources contribute to qualified inquiries, community experiences, decisions, and move-ins.
Reduced administrative work
Marketing users spend less time manually collecting, reconciling, and formatting data for recurring reports.
Preserved flexibility
Commonwealth retains platforms that continue to provide unique value while consolidating the functions HubSpot can perform more effectively.
A six-phase plan over 20–26 weeks
Timing is subject to Yardi access and technical availability. Phases overlap so HubSpot foundation, Further migration, and Yardi integration can advance in parallel.
20–26 Week Implementation Sequence
The schedule is dependent on timely system access, stakeholder availability, Yardi interface approval, API documentation, sandbox availability, asset reviews, and Commonwealth's testing and feedback.
Discovery & Architecture
- Project kickoff
- Stakeholder interviews
- Current-state process review
- Further reverse demonstration
- Yardi technical discovery
- Milestone and website review
- Data and asset inventory
- Lifecycle mapping
- Reporting requirements
- Integration architecture
- Final scope validation
HubSpot Foundation
- Portal configuration
- Governance
- Properties and data architecture
- Lifecycle stages
- Segmentation
- Tracking
- Campaign structure
- Advertising connections
- Initial dashboards
- Training preparation
Further Migration & Automation
- Priority asset migration
- Form and conversion setup
- Email-template configuration
- Workflow development
- Lifecycle nurture
- Assessment strategy
- SMS configuration
- Internal alerts and routing
- Testing
Yardi Integration Development
- API validation
- Field mapping
- Integration development
- Synchronization logic
- Error handling
- Monitoring
- Quality assurance
- Data validation
Reporting, Testing & Launch
- Attribution configuration
- Executive dashboards
- Community-level dashboards
- End-to-end testing
- User acceptance testing
- Training
- Launch preparation
- Production deployment
Stabilization & Optimization
- Post-launch monitoring
- Issue resolution
- Workflow adjustments
- Reporting refinements
- Knowledge transfer
- Prioritization of future phases
What this preliminary scope assumes
- Yardi remains the operational system of record
- Commonwealth will provide access to appropriate stakeholders and subject-matter experts
- Commonwealth and Yardi will provide the required interface documentation and credentials
- Yardi API or interface fees are not included
- HubSpot software fees are not included
- Third-party middleware and SMS fees are not included
- Commonwealth will provide current assets, reports, field definitions, and business rules
- Milestone will support required tracking-code, form, landing-page, and domain changes
- Final migration quantities will be confirmed through asset inventory
- Historical data migration is limited to mutually agreed data
- Paid media execution remains with Commonwealth or its selected agency unless separately scoped
- Sprout Social, Wistia, and Milestone are not assumed to be replaced in this phase
- Custom functionality outside the agreed integration and implementation scope may use the contingency bank or require a separate scope
Built for complex, real-world HubSpot work
Commonwealth needs more than a standard HubSpot setup. This initiative requires senior living expertise, strategic marketing operations, lifecycle automation, reporting architecture, data integration, and change management.
SmartBug brings these capabilities together within one experienced HubSpot partner.
HubSpot's 2025 North American Partner of the Year
Deep HubSpot implementation and onboarding expertise
Experience supporting healthcare and senior living organizations
Strategic, technical, creative, and integration capabilities under one partner
Experienced HubSpot strategists, certified trainers, and developers
Support across implementation, integration, reporting, training, and ongoing optimization
Flexible approach that complements existing systems instead of forcing unnecessary replacement
Structured discovery designed to reduce risk and tighten the final investment
Seven steps to a tightened final scope
- 1
Conduct a detailed Further reverse demonstration
- 2
Meet with Commonwealth's Yardi owner and technical contact
- 3
Confirm Yardi interface licensing, documentation, endpoints, and read/write access
- 4
Review current reports and spreadsheet processes
- 5
Inventory forms, emails, workflows, assessments, SMS programs, and historical data
- 6
Confirm the first-phase lifecycle and reporting priorities
- 7
Refine the scope, timeline, contingency, and final investment
Build a connected marketing & reporting foundation
SmartBug can help Commonwealth preserve the systems that continue to provide value while using HubSpot to simplify marketing execution, improve lifecycle engagement, connect data, and create clearer visibility into performance.