Hartwell Elder Law Group
Comprehensive elder law practice handling estate planning, Medicaid planning, and guardianship for seniors and their families.
Overview
Hartwell Elder Law Group provides comprehensive legal services for seniors and their families in the Phoenix metro area, combining estate planning, Medicaid planning, veterans benefits, and guardianship/conservatorship services.
The Challenge
Most families don't know elder law exists until a crisis - a stroke, a fall, a dementia diagnosis. By then, planning options are limited and costly. The firm's website wasn't reaching families during the window when proactive planning could save them hundreds of thousands in nursing home costs and family strife.
Our Approach
We created content targeting life stage triggers: "Dad can't live alone anymore," "Mom was diagnosed with Alzheimer's," "Parents need nursing home care." Proactive planning resources educate families about Medicaid's five-year lookback before crisis hits. An email course on "Protecting Your Parents' Assets" nurtures leads over time. Crisis response messaging assures families it's not too late even when problems arise.
The Results
Proactive planning consultations increased 180% as families found the firm before crisis. Medicaid planning cases grew 95% as more families understood the service. Family referrals increased 120% - clients who planned proactively now recommend the firm to friends. The shift to proactive clients improved outcomes and client satisfaction dramatically.
Key Takeaways
- 1Trigger-based content reaches families at critical decision moments
- 2Proactive clients have better outcomes and become strong referral sources
- 3Email nurture campaigns work for elder law's long consideration timeline
- 4Crisis messaging shouldn't replace proactive planning education
“Families now find us before Dad needs a nursing home, not after. That changes everything about what we can do for them.”
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