Running a home care agency can sometimes feel like trying to change a tire while the car is still in motion. You’re managing caregivers, client needs, compliance, scheduling, and somewhere in there, you’re also supposed to be a full-time marketing strategist.
It’s no wonder that when the day quiets down, the big marketing questions start to creep in.
- Why isn’t the phone ringing more?
- Am I doing the right things—or just staying busy?
- Is it time to outsource, or can I figure this out myself?
- And how do I know if what I’m doing is actually working?
These aren’t small questions. And the truth is, they’re being asked by home care agency owners all across the country. In fact, a recent surge of discussions in the Home Care Owners Community Group on Facebook provided us with a front-row seat to the challenges faced by home care leaders. We dug through post after post to find out what’s keeping agency leaders up at night, and what kind of answers they’re looking for.
Here’s what we uncovered. See if you can relate.
Top Marketing Questions Keeping Home Care Owners Up at Night
How can I generate more referrals—faster?
Many agency owners are pounding the pavement, dropping off information, introducing themselves to facilities, and following up with case managers. And yet, the referrals are trickling in slowly, or not at all.
Try this: Relationship marketing requires staying visible and valuable over time with meaningful conversation and collaboration. Consistent relationship-building in person and via social media, brand storytelling, leave-behind educational materials, and a clear follow-up strategy (with the right CRM tool to help you track it all) make a big difference. A refresh of your referral outreach materials – digital newsletters, community presentation slide decks, brochures, rack cards, even business cards – can help reinforce your message and keep you top of mind.
How do I attract private pay clients when competitors are undercutting my rates?
Competing on price is a losing game. Families aren’t just looking for the cheapest option; they want to feel confident they’re making the right choice for someone they care about deeply.
Try this: Instead of lowering your rates, highlight the value families receive when they choose your agency. Hiring a home care agency may feel like a big financial decision, but for many families, it’s one of the best investments they can make for safety, quality of life, and peace of mind. Here are a few ways to highlight your value:
-
- Safety and Professional Expertise: Trained caregivers do far more than lend a helping hand; they’re trained to spot risks before they become problems. From assisting with mobility, bathing, meals, and medication reminders, their support helps prevent falls, hospitalizations, and unnecessary setbacks. Families can rest easily knowing care is being delivered safely and consistently.
- Quality of Life for Loved Ones: Beyond daily tasks, a strong agency brings joy and companionship into each day, keeping clients engaged while respecting their independence. Many also have specialized training in dementia care or chronic health conditions, ensuring clients get both compassion and expertise.
- Relief for Family Caregivers: With the help of a trusted care agency, family members can focus on their most important roles—as a spouse, son, or daughter. That relief helps restore balance in the home and eases the stress that can lead to burnout.
- Flexibility and Customization: Home care is never one-size-fits-all. Services can be scaled from a few hours a week to 24/7 live-in support as needs evolve, keeping care aligned with what’s truly needed.
- Accountability and Reliability: Professional agencies handle background checks, training, scheduling, caregiver replacements, and oversight; things that private hires often can’t guarantee. That means more consistency, accountability, and protection for families.
- Cost vs. Alternatives: While home care may seem like a big investment, it is often more affordable than assisted living or nursing homes, especially for part-time or specialized care. And beyond dollars, it offers something truly priceless: the ability for loved ones to stay where they feel most comfortable—home.
Consider your own differentiating factors and be sure to highlight them when objections to cost arise.
Who can I really trust with digital marketing—and how will I know it’s working?
Too many agency owners have invested thousands in SEO or paid ads, only to be disappointed by a minimal return. Some have given up. Others are still searching for the right partner. Many are even debating whether they should try to tackle it themselves.
Try this: SEO and PPC are incredibly powerful tools for your agency to leverage, but only if they’re managed by people who truly understand both home care and search marketing. The key is transparency. You should be able to see what’s happening each month: how many calls or form fills came from your ads, what pages are ranking in search, and how your dollars are being spent. If you don’t have that visibility now, it’s time for a change.
Do I really need a new website, or is the one I have good enough?
Some agency owners know their site is outdated, but worry about the time and cost of fixing it. Others think a basic site is fine as long as they have one. But there’s a growing realization that a weak site could be turning potential clients away.
Try this: Look at your website from the eyes of a stressed-out family member. Is it easy to navigate? Does it clearly say what you do, who you help, and how to get started? Is it mobile-friendly and optimized for local search?
Take it further by determining:
-
- Is the site secure, with up-to-date SSL certificates that build trust and protect visitors’ information?
- Are there any broken links, outdated plugins, or glitches that make the experience frustrating?
- When was the last time you tested your contact form to make sure messages are actually coming through?
A well-built website should work like a 24/7 intake specialist: reliable, responsive, and reassuring. That’s why we only build sites for our clients in WordPress. With its flexibility and powerful SEO tools, WordPress provides the ideal foundation for building online visibility, enhancing search rankings, and ensuring families can find you when a care need arises.
How can I establish a stronger online reputation?
You’ve got happy clients. You’ve got dedicated caregivers. However, when someone searches for your agency on Google, there are barely any reviews, and your competitors appear more established.
Try this: We know that online reviews are a major factor in the decision-making process for most consumers. Make requests for reviews part of your standard procedures. Utilize a reputation management program to send automated review requests at just the right time, with no awkward ask needed. Reputation management tools aren’t just for big companies anymore; they’re a must-have for building trust and improving search rankings.
Common Pain Points Behind the Questions
Across all these conversations, a few big themes kept showing up:
- Referral sources are quiet, and traditional outreach is feeling stale
- Private pay families are harder to reach (and harder to win over)
- Trust in digital vendors is low after too many bad experiences
- Owners are stretched too thin to manage marketing on top of everything else
- And many don’t know what’s working and what’s not
In short, there’s a desire for clarity, structure, and support. Not more noise; just real guidance.
Turning Insight Into Action
You don’t need to reinvent the wheel. You need a marketing approach that aligns with your goals, your target market, and your capabilities. That might mean:
- Strengthening referral generation through consistent, genuine relationship-building: staying visible, adding value, and being the partner referral sources trust to recommend
- Simplifying your outreach process with stronger branding and better materials
- Giving your website and messaging a refresh so people want to call you
- Letting industry experts handle SEO and ads so you’re not burning time and money
- Automating the tasks that eat up your day, like requesting reviews or sending follow-ups
- And finally, having a plan you can trust to actually grow your agency
If you’re asking the same questions as the home care agency owners in these conversations, you’re closer to a solution than you think.
At corecubed, we live and breathe home care marketing. For decades, we’ve been utilizing our industry expertise to help agencies like yours overcome the obstacles to reaching their goals.
Want help sorting out what’s next for your agency? Call 800.370.6580 or contact us online to start the conversation.