In today’s competitive home care marketplace, growth takes more than exceptional service. It demands precision in how agencies invest every dollar. Marketing is no longer just an expense to control; it is a strategic engine for financial growth. Forward-thinking agency owners are realizing that marketing and finance are not separate silos. They share the same goal: sustainable, measurable agency growth.
At this year’s Home Care Association of America (HCAOA) Annual Conference, three industry leaders took the stage to show how bridging those two worlds can transform results. Marisa Snook, President and CEO of corecubed, joined Dana Charumbira, Managing Director of The Home Care CPAs, and Joseph Lorenzana, CEO of A Better Solution In-Home Care – Raleigh, NC, for a session titled From Marketing Spend to Revenue Stream: Proven Strategies for Home Care Success.
Together, they offered agency owners a practical roadmap for connecting marketing data with financial insight, empowering leaders to make smarter decisions, maximize ROI, and turn every marketing investment into measurable growth.
Bridging the Gap Between Marketing and Finance
For many home care agencies, marketing and finance have traditionally operated in separate lanes. Marketing teams focus on visibility and lead generation, while finance teams prioritize budget control and cost management. The result? Limited collaboration, fragmented data, and unclear results.
The presenters challenged that separation by encouraging agencies to view marketing as a measurable business investment. When marketing data is integrated with financial reporting, agency leaders can see exactly which channels bring in profitable clients and which ones fail to deliver.
Tools such as Google Analytics, CRM systems, and call tracking platforms make it possible to trace a client’s journey from the first click or call all the way to revenue recognition.
This connected approach replaces guesswork with clarity. Instead of asking, “Did that campaign work?” agencies can ask, “Which specific strategy generated the most valuable clients, and how can we do more of that?”
Marketing as a Financial Strategy
Reframing marketing as a financial strategy requires more than tracking website visits or ad clicks. It involves understanding how each activity contributes to the agency’s profitability. The session explored how home care leaders can use attribution models to link marketing efforts directly to metrics like client acquisition cost, lifetime value, and return on ad spend.
When those numbers are clear, marketing and finance leaders can make joint decisions about where to allocate funds. Underperforming campaigns can be paused or restructured, while high-ROI activities receive additional investment. This continuous feedback loop not only improves efficiency but also helps protect margins in an increasingly competitive environment.
The presenters also noted that successful agencies are adopting the same analytical rigor to recruiting and caregiver retention marketing—two areas that directly influence operational and financial performance. By connecting data across all fronts, home care businesses can identify which strategies are driving both client and caregiver engagement and adjust their budgets accordingly.
Real-World Results: A Better Solution In-Home Care – Raleigh
To illustrate the power of this integrated approach, the session featured a detailed case study from A Better Solution In-Home Care – Raleigh, led by Joseph Lorenzana.
Like many growing home care agencies, A Better Solution In-Home Care initially relied heavily on referral-based marketing, building strong relationships with discharge planners, hospitals, and other referral partners. While this approach generated warm leads, it also limited scalability and left the agency vulnerable to fluctuations in referral volume. Digital channels contributed less than 11% of profit, and marketing data was largely anecdotal.
In early 2025, Joe’s agency partnered with corecubed to strategically shift toward a data-driven, digital-first model. The collaboration included:
- Search engine optimization (SEO) to improve visibility and organic lead generation.
- Google Pay-Per-Click (PPC) and Facebook advertising for targeted, trackable outreach.
- Website redesign and ongoing maintenance to improve conversions.
- CRM refinement and CallRail integration to accurately capture lead sources and revenue attribution.
By standardizing data in the CRM and training the intake team to log lead sources consistently, A Better Solution In-Home Care transformed vague, “found you online” answers into meaningful insights. Digital traffic and leads surged. The combination of SEO and PPC became the agency’s top-performing acquisition source, surpassing traditional referrals in both volume and client quality.
Even more importantly, cost per acquisition dropped significantly as digital leads converted more efficiently. The agency could now reallocate its budget monthly based on real ROI, maximizing returns and reducing waste. What was once a referral-dominated model is now a balanced, data-informed growth strategy—one that positions A Better Solution In-Home Care for sustainable expansion.
Energy and Engagement at HCAOA
The HCAOA session itself reflected the energy and curiosity of an industry ready to evolve. Through live polls, attendees shared how they currently track (or struggle to track) marketing ROI, revealing that while many recognize the importance of data-driven strategies, few have fully connected their marketing performance to financial outcomes.
Interactive discussions helped agency leaders compare old vs. new approaches:
- Old way: spending without attribution, tracking “word of mouth,” and relying on assumptions.
- New way: tying each lead to a specific campaign, evaluating performance by ROI, and using data to drive ongoing adjustments.
Participants walked away with actionable takeaways, including how to:
- Invest in CRMs and call tracking tools to eliminate blind spots.
- Connect marketing data directly to revenue in accounting systems.
- Track data over time and avoid abandoning strategies too soon.
- Reallocate budgets based on what’s actually generating profit.
The overall message was clear—data turns marketing into a growth engine, not a cost center.
A New Path for Home Care Growth
For home care agencies navigating rising competition and tighter margins, aligning marketing with finance is no longer optional—it’s essential. A cohesive, data-informed strategy enables owners to make confident decisions, measure results accurately, and reinvest intelligently for long-term success.
Working with a specialized partner like corecubed ensures that marketing strategies are integrated, results are measurable, and investments are optimized for real growth. From websites and SEO to PPC and ongoing campaign management, corecubed helps agencies connect every marketing dollar to meaningful outcomes.
Agencies ready to move beyond guesswork to start driving measurable results can connect with the corecubed team and learn how an integrated marketing strategy can turn marketing spend into a sustainable revenue stream.