In the spirit of Halloween, we’re trading in ghosts and goblins for something truly frightening: home care marketing horror stories. The kind that leave budgets in ruins, referrals on the decline, and agency owners wondering, “What was I thinking?”
If you’ve ever been tempted to piece together your own marketing strategy using random online tutorials or low-cost or non-specialized freelancers, these tales might sound familiar. While the DIY approach can seem like a money-saver, the reality is that bad marketing costs more in the long run—especially in the highly competitive world of home care.
Let’s dim the lights and dive into a few spine-tingling examples of what not to do… and how to steer clear of these costly mistakes.
Lost in Translation
We once heard about a business that tried to market to Spanish-speaking clients with a translated slogan meant to say, “We’re here to care.” Unfortunately, a cheap translation app turned it into “We’re here to worry.” Not exactly the message you want to send to stressed-out family caregivers.
Another company attempted to save a few bucks by outsourcing content creation overseas. The result? A blog post instructing caregivers to “avoid being too cruel on the line when customers are frustrating you to death.” That line might work in a horror movie… but not in a professional care setting.
Lesson learned: Inaccurate language, tone-deaf messaging, or culturally inappropriate content can do serious damage to your reputation.
The Trap of Templates and Tutorials
The internet is filled with step-by-step guides promising you can “build your brand in a weekend” or “DIY your agency’s website for free.” But these guides rarely tell the whole story. Sure, you can create a brochure with an online tool. But will it be strategically aligned with your brand? Will it convert viewers into clients? Will it be HIPAA-compliant? Probably not. Additionally, many of these tools now heavily rely on AI, which—if misused or not reviewed by a human—can create generic or even incorrect content.
Your marketing isn’t just about appearances—it’s about strategy. That means identifying your niche, crafting targeted messages, designing cohesive visuals, and using the right channels to reach decision-makers and referral sources. Cookie-cutter solutions simply can’t do that.
Fear of Spending Leads to Loss of Revenue
We get it—professional marketing comes with a price tag. But when done right, it’s an investment that pays off. What’s more costly: spending a little upfront to work with a team that understands the home care industry, or pouring time and money into a campaign that falls flat?
Savvy agency owners know the answer. When your message is clear, your visuals are polished, and your online presence reflects your expertise, your revenue grows. You attract the right clients and referrers—and keep them coming back.
Skip the Scares. Call the Pros.
Marketing home care services isn’t something to fear, but it is something that should be handled with care, strategy, and a deep understanding of your audience.
At corecubed, we’ve seen what happens when agencies try to go it alone, and we’ve helped clean up plenty of spooky messes. Our team understands the intricacies of home care marketing and can help you create a solid, effective plan that reflects the quality of care you provide.
Avoid the marketing graveyard. Call corecubed at 800.370.6580 and let us help you build a marketing strategy that’s more treat than trick.