Form type: Native HTML → lead-capture Edge Function (Supabase)
Edge Function: lead-capture (POST to https://api.averyn.app/functions/v1/lead-capture)
Database table: marketing.leads (asset = aging-at-home-cost-comparison)
Email sending: Resend via pulse.averyncare.com
| Field | Type | Required | Notes |
|---|---|---|---|
| First name | text | Yes | Used in email subject lines and respondent greeting |
| Yes | Respondent email destination; lead contact |
The form is intentionally minimal (2 fields). This is a decision-stage lead magnet — the family is actively comparing costs. Low friction matters because they want the numbers, not a relationship yet. Qualification happens downstream through behavior (did they open the worksheet? did they visit /support-options/?) and follow-up.
On submission:
lead-capture Edge Functionmarketing.leads, sends welcome + team emails via Resend/resources/aging-at-home-cost-comparison.html)fbq('track', 'Lead') (Meta Pixel) and plausible('lead_magnet_submit') via inline script on form submit| Setting | Value |
|---|---|
| To | hello@averyncare.com |
| From | notifications@notifications.averyncare.com |
| Subject | Lead: Aging-at-Home Cost Comparison — {name} |
| Body | Structured summary with name, email, asset, UTMs |
| Setting | Value |
|---|---|
| To | {email} (from form submission) |
| From | hello@pulse.averyncare.com |
| Reply-to | hello@averyncare.com |
| Subject | ✓ Your Cost Comparison Worksheet |
Email content is defined in marketingEmails.ts using the block-based template engine. Includes:
These leads are decision-stage, financially motivated. They downloaded a cost comparison tool — they're actively evaluating whether staying home is sustainable. The response sequence should validate the cost concern, surface the hidden cost they may not have quantified (their own time), and introduce Anchor as the coordination line item that often reduces total cost.
hello@averyncare.com to the new leadsource: aging_at_home_cost_comparison, segment: adult_child_decision_maker (primary) or spouse_caregiver (secondary, if inferable from context or UTM)utm_source=meta, utm_campaign=aging_at_home_costs, etc.)Subject: "The cost most families don't count"
Hi {name},
Were you able to run the numbers in the Cost Comparison Worksheet? Most families tell us the first four sections confirm what they already suspected — the aide costs more than the hourly rate suggests, and the hidden home costs add up.
But the section that changes the conversation is the third one: the Primary Contact's time.
Here's what we see consistently:
- The family member coordinating care is spending 15–20 hours a week on scheduling, provider calls, family updates, insurance paperwork, and aide logistics
- At even a modest hourly rate, that's $1,500–$3,000/month in unpaid labor
- It's the biggest cost in the comparison — and the one that never makes the spreadsheet, because nobody writes a check for it
If that number surprised you, you're not alone. It's the starting point for a different kind of conversation about what staying home really costs — and whether the current arrangement is sustainable.
The worksheet is yours either way. Take your time with it.
— Averyn Care Team
Tone: Financially informed, empathetic. Lead with the insight about Primary Contact time — it validates what they're feeling and gives it a dollar value. No pitch yet.
Subject: "The coordination line item that often reduces total cost"
Hi {name},
Most families who run the cost comparison discover the same thing: the biggest variable isn't the aide rate or the home modifications — it's the Primary Contact's time. That 15–20 hours a week of scheduling, provider calls, aide coordination, and family updates is invisible labor with a real economic cost.
Here's what changes when you make it a line item.
Averyn Care's Anchor plan ($2,999/month, 3-month minimum) puts a dedicated navigator on the coordination — the scheduling, provider communication, aide logistics, medication follow-through, family updates, and the administrative follow-up that currently falls on the Primary Contact.
For many families, that $2,999 replaces $3,000–$5,000 worth of the Primary Contact's lost time, reduced hours, and deferred career costs. It's a coordination line item — and it often reduces the total cost of staying home by freeing the Primary Contact to return to their own work and life.
It pairs with the Record Vault ($999) — where your navigator gathers and organizes records from every provider, creating the foundation for coordinated care. Every household starts there.
If you'd like to talk through whether this makes sense for your situation, you can schedule an intro call or just reply to this email.
— Averyn Care Team
Tone: Practical, financial, not salesy. Frame Anchor as a line item in the cost comparison — not an add-on, but a replacement for the invisible subsidy. The pitch follows logically from the worksheet's own numbers.
/support-options/ or /start/ → consider direct outreach/record-vault/ → may be ready for the first step; follow up with Record Vault specifics| Metric | Where | Target |
|---|---|---|
| Cost per lead (CPL) | Meta Ads Manager | < $20 |
| Form submission rate | Plausible (lead_magnet_submit event) |
> 20% of LP visitors |
| Welcome email open rate | Resend dashboard | > 50% |
| Day 3–5 email open rate | Resend dashboard | > 40% |
| Day 3–5 reply rate | Manual tracking | > 5% is good for decision-stage leads |
Day 10–14 click-through to /support-options/ or /start/ |
Plausible (UTM from email) | Directional |
| Anchor conversion | CRM | Track any lead → paid (Record Vault, Anchor) within 90 days |
| Topic page visits from QR | Plausible (utm_medium=print) | Directional — shows print distribution |
/lp/aging-at-home-costs-linkedin/ with LinkedIn conversion tracking instead of Meta Pixel, same native form with source=linkedin. LinkedIn may over-index on the high-earning adult child segment.