When you think about home care marketing, maybe you picture SEO, PPC ads, networking lunches, and referral partner outreach. And yes—those are important. But there’s one powerhouse audience that often gets overlooked in the race for new clients:
The families who already believe in you.
Research shows it costs five to seven times more to attract a brand-new client than to retain or reengage an existing one. And according to industry surveys, nearly 20% of home care referrals come from current or past clients and their loved ones. These families already know the quality of your care. They want to recommend you; they just need the right prompts and relationship-building to make it happen consistently.
Prioritizing your existing clients is one of the smartest home care marketing strategies you can implement.
Why Existing Clients Are Your Strongest Growth Opportunity
Your current clients and their families:
- Trust your agency more than any ad ever could
- Have first-hand stories that make powerful testimonials
- Talk to other families facing the same challenges
- Want reassurance that they chose the right partner
When you invest in strengthening those relationships, something remarkable happens:
They begin strengthening your reputation in return.
How to Energize Your Client Marketing Strategy
1. Show Your Appreciation in Meaningful Ways
Families often struggle to choose a home care agency. Let them know you don’t take their decision for granted.
You might:
- Send handwritten thank-you cards after milestones
- Celebrate birthdays or care anniversaries
- Offer a complimentary care upgrade or small gift during the holidays
Gratitude creates loyalty, and loyalty creates referrals.
2. Check in Often—and Listen Closely
A satisfied client today does not guarantee satisfaction tomorrow.
Make feedback a routine part of care:
- Quick phone check-ins from office staff
- Digital surveys family members can complete anytime
- A smooth process for reporting concerns or requesting changes
When you respond quickly and with compassion, families feel supported…and they remember it.
3. Keep Communication Going Even When Care Ends
Discharge doesn’t have to mean disconnect.
Stay in touch with:
- Post-care phone calls: How are things going now?
- A quarterly email newsletter with helpful caregiving tips
- Seasonal greeting cards or thoughtful touches
- Invitations to local educational or caregiver support events
Former clients are incredible referral sources, especially when life circumstances change and care is needed again.
4. Ask for Reviews and Referrals
Happy families want to help. They just don’t always know how.
Make it easy:
- Send direct links to Google or Caring.com review pages
- Share a template for writing a testimonial
- Offer a refer-a-friend program with a thank-you reward
Your agency provides life-changing support. Asking people to share that is not salesy; it’s empowering.
5. Look for Additional Ways to Serve Them
Your relationship doesn’t have to stay limited to personal care.
Proactively offer support such as:
- Transportation assistance for appointments
- Care coordination after hospital stays
- Dementia education and family coaching
- Short-term respite when the primary caregiver needs a break
When families know you anticipate needs before they become crises, they see you as a true partner.
When Clients Feel Valued, Growth Follows
Word-of-mouth has always been the strongest marketing engine in home care. By nurturing the people who already trust your agency, you spark a ripple effect: more loyalty, more reviews, more referrals, and more long-term stability.
Let’s Strengthen the Relationships That Strengthen Your Business
If you’d like help building a smart, heartfelt strategy for connecting with clients and turning their experience into growth, the home care marketing experts at corecubed are ready to partner with you. From communication frameworks and review generation to full reputation management and loyalty-driven content marketing, we can help you tap into the power of client referrals.
Call us at 800.370.6580 to learn how we can support your continued success through the relationships you’ve already worked hard to build.