You’ve done all the right things. Your home care website is polished and professional. Your brand messaging is warm and reassuring. You’re running consistent campaigns, and the phone is finally ringing. But here’s the question: are those leads converting into clients?
If the answer is “not really,” it might be time to look beyond your marketing. As the old saying goes, you can lead a horse to water—but you can’t make him drink. Or in this case, you can lead a family caregiver to your services, but you can’t make them sign up if the experience falls flat once they do reach out.
Let’s take a closer look at where agencies often miss the mark—and what you can do instead.
Marketing Sets Expectations—Now You Have to Meet Them
Your marketing efforts are doing their job if they’re getting people to call or submit a form. That means your brand messaging is resonating. But that messaging creates an expectation: that your agency is caring, responsive, and professional. If the first call to your office doesn’t match that vibe, you could lose the lead—fast.
Here’s what we recommend:
- Conduct a mystery call. Call your own agency (or have someone else do it) and see how it feels. Is the phone answered promptly and with warmth? Does the staff sound rushed or helpful? Do they ask good questions or sound like they’re reading from a script?
- Listen more than you talk. People who reach out are often stressed, emotional, or unsure of what they need. Active listening and a calm, knowledgeable response go a long way.
- Follow up with intention. Did your team offer a personal assessment? If the person declined, did they still receive timely, personalized materials that speak to their specific needs? Is the tone of your follow-up consistent with your brand voice?
If the Marketing Is Working, but Conversions Aren’t Happening…
It’s easy to point fingers when leads don’t turn into clients. But if your website and ads are bringing in inquiries, the next step is to examine your internal process. Consider:
- Is pricing aligned with your value proposition and competitors?
- Is the team equipped and trained to close the sale—without sounding like a sales pitch?
- Are leads being tracked, nurtured, and followed up with effectively?
Need Support Beyond the Marketing? We’ve Got You.
At corecubed, we specialize in marketing for home care agencies—but we also understand the full sales funnel. We have a wide variety of proven tactics to help you improve internal processes and close more sales.
Because at the end of the day, marketing doesn’t exist in a vacuum. It’s part of a bigger system, and when one part isn’t working, the whole thing stalls.
Want to see what’s missing in your follow-up process—or just want a second opinion? Give us a call at 800.370.6580. We’re here to help your agency not just attract attention, but convert it into meaningful results.