As a mother of three young children, I’ve grown used to being talked over, ignored, or tuned out completely. But when it comes to running a business—especially in home care—being ignored is the last thing you want.
In a world where companies constantly compete for attention with loud marketing messages and aggressive sales tactics, it’s easy to forget that sometimes the most powerful tool isn’t talking—it’s listening.
Not just any listening, though. I’m talking about active listening—listening with intention and purpose. When done right, active listening builds stronger client relationships, improves service quality, and creates a business culture that stands out for all the right reasons.
Listening at Every Stage of the Client Journey
The best home care agencies don’t just provide care; they understand the families they serve. This means listening before, during, and after a client’s time with your agency.
Listening During the Inquiry Process
When a potential client or family member calls your agency for the first time, they aren’t just looking for information. They’re often feeling overwhelmed, uncertain, or even guilty about needing help. Instead of jumping into a sales pitch, take the time to truly hear them.
- What is their biggest concern?
- Are they searching for care for a loved one in crisis?
- What emotions are driving their decision?
Instead of leading with a generic list of services, respond in a way that validates their concerns and offers solutions specific to their needs. Listening on these first calls can be the difference between gaining a new client and losing them to a competitor who took the time to understand their situation better.
Listening to Your Current Clients
It’s easy to assume that if clients aren’t complaining, they’re happy. But the reality is, many people don’t speak up when they’re dissatisfied—they simply leave. Regular feedback is key to retention.
- Send periodic surveys to check in on satisfaction.
- Ask caregivers for insights—after all, they’re the ones spending time with clients.
- Pay attention to subtle cues from families, such as fewer hours being scheduled or decreased engagement.
Gathering feedback is just the first step—acting on it is what truly sets great agencies apart. If clients suggest improvements, show them their voices matter by making meaningful changes.
Listening at the End of the Client Relationship
Whether a client no longer needs care or has transitioned to a different provider, their feedback is invaluable. Exit interviews or follow-up surveys can provide insight into:
- What your agency did well
- Where expectations weren’t met
- What would have encouraged them to stay longer
These conversations help refine your services, strengthen your reputation, and uncover areas for improvement before they affect future business.
Taking Action: Listening Is Only the First Step
I always tell my kids, “Listening is only half of it—you have to act on what you’ve heard.” The same applies to business. Collecting feedback without making changes won’t build trust or improve your agency.
When clients and families see that you take their concerns seriously and implement real improvements, it not only strengthens their trust but also leads to better client retention, more referrals, and a stronger reputation.
Ready to Build a Stronger Home Care Business? We’re Listening.
At corecubed, we believe great marketing starts with understanding what families need and crafting messages that resonate. Whether you need content creation, SEO, PPC, or any of our other home care marketing services, we’ll listen to your goals and develop a strategy that helps your agency thrive.
Let’s start the conversation. Call corecubed at 800.370.6580 to see how we can help your home care agency grow.