Seeing Acquisition as a New Opportunity
When Yona Smith was hired to manage franchise development marketing at Homewatch CareGivers in 2011, she knew she was entering a fast-paced environment (after all, Homewatch was a growing at-home care provider with a footprint in the United States, Canada, and Latin America). But in 2017, a new development was thrown into the mix—one that required Yona to be ready to adapt more than ever before.
Homewatch CareGivers International was acquired by Authority Brands, LLC. With the acquisition came many changes, including the switch to a new marketing partner: Scorpion. While a change of this magnitude is always a challenge, Yona saw it as an opportunity. She set out to use the new resources available to her to grow Homewatch CareGivers, expanding the brand and adding locations.
According to Yona: “My focus has always been on quality over quantity of franchise candidates—only after we get the quality piece right can we begin to think about increasing quantity. When we started working with Scorpion, that was my goal.”
By partnering with Scorpion and consolidating multiple third-party vendors into a single marketing partner who could do it all, Homewatch CareGivers has experienced significant results: 59,303 site visitors (including 34,691 new visitors) and 1,303 leads in the past 22 months.
According to Yona, “I have total visibility into our traffic and our leads...you’re constantly improving our paid campaigns...I can just give my marketing team an idea or new data point and say, ‘Tell me what you think we should do.’ That’s the kind of faith I have in Scorpion at this point. I really trust you.”
Yona, we couldn’t be happier that we’ve built this level of trust with you. Here’s to helping Homewatch CareGivers achieve even more success in the future!