“How did you hear about us?” (HDYHAU)

Also: HDYHAU · self-reported attribution

“How did you hear about us?” is the self-reported source question on inquiry forms and intake calls; in senior living it is the least reliable attribution signal because the adult-child buyer, the long cycle, and the offline conversion all distort the answer.

Why it matters in senior living

Families answer with the last thing they remember (“Google”) or the thing that sounds right (“a friend”), not the first touch months earlier. Sales teams fill the field inconsistently. And nobody says “ChatGPT told me”, even when it did.

It is still worth collecting, because it is the only channel signal some CRMs have. It should be one input among several, not the attribution.

Updated 2026-10-16.