How to Get Private Home Care Clients: Attracting Them to Your Agency

The demand for care is only rising, are you reaping the benefits of this increased need for care?

You might be noticing an influx of inquiry calls coming to your office, but how do you get clients in the door from a call?

Whether you’re a home care agency that’s just starting out, or you’ve been in business for 20+ years, here are some helpful ways to get more private home care clients on your roster.

Use the voice of your client and local healthcare professionals' reviews

When marketing, we have to face the harsh reality that clients are wanting to hear about your services from other consumers. Not marketers or administrators.

Nowadays, everyone relies more heavily on reviews. Most consumers read up to 10 reviews before making a purchasing decision, while some do more than that.

Referrals from current and past clients are crucial for acquiring new customers, as they highlight the effectiveness of your services through word-of-mouth and testimonials.

What you can do to improve your agency’s appearance to prospective clients and their families is by using the voices of your clients on your home care agency’s website, your brochures, everything.

If your clients frequently comment on your ability to pick up on the first ring, tap into that attribute of your care in all of your marketing efforts. “We’ll be there to pick up the phone when you call.” Something like this would be a nice addition to any homepage copy.

Or if your caregivers are the center of the show in your reviews section, use that! Your caregivers are consistently showing up and delivering the quality care that your clients expect, use your clients’ words in all of your marketing. Talk about what your clients rave about.

Once you nail down the way that your clients speak about your services online and in person, more will come your way.

Communicate, Communicate, Communicate

When you are talking about services with a client, a client’s spouse, or their adult child about beginning services: communicate. It’s just that simple.

Clearly explain your sign-on process. When you receive a last-minute inquiry that wants to start today, be upfront and fair about your procedures of signing on a client, and the availability of your caregivers.

Don’t forget to outline the scope of what you offer. You can also take a minute to explain what non-medical means, noting what you can and can’t assist with.

Anticipate what questions clients will ask so that you have the answers and information in front of you. By sounding knowledgeable and prepared, prospective clients will be more likely to pick your home care agency over the last one that they called.

Building referral relationships with healthcare providers, such as doctors and discharge planners, can position your home care agency as a trusted choice for patient care recommendations.

If you don’t offer a specific service that a client needs or if their location is outside of your service area, give them the contact info of a company that will best suit their needs. This takes extra time, but it shows that you care and will take the time to help people who can’t immediately benefit from your services.

Stand out from the competition in your local community

According to IBIS World, there are 437,967 home care agencies in the United States. Home care is everywhere, and with the ubiquity of the business, you need to have a set of differentiating factors that set you apart from everyone else.

These don’t have to be change-making, earth-shattering differences, but enough to make a family think twice about calling another agency. What can you do to stand out?

Here are some ideas to get you started:

• Having a quick sign-on process that is all-age-friendly
• Condition-specific protocols or specialty care services (like hospice or dementia)
• Giving clients the ability to pay on your agency’s website
• Make provisions for allowing caregiver interviews so that clients can meet the caregiver before care begins to ensure a smooth transition
• Partnering with skilled home health agencies to enhance service delivery and client reach

This isn’t an all-inclusive list, but there are a variety of things that you can try. See what works best for your agency with the resources and staff you have available.

We previously talked about using the voices of your clients, and this is something that you can lean into with your differentiator as well. Who better to assist in your differentiator, than those who saw what was different about you in a highly saturated market?

If there are features of care that your clients rave about, try to do that one thing well. It’s much easier to master one thing, than to be decent at several. This doesn’t mean neglecting other parts of your operation, but if you do something well, master it.

Understand your current and past clients' lives.

One way to attract clients is to meet them where they’re at. You are not just offering medication reminders or a weekly shower, you are selling someone on the possibility of independence. They might not have it otherwise. You are a network of connections to them.

As a home care agency, you can refer clients to quality home healthcare, hospice, and rehabilitation centers. Learn what matters most to your clients and how you can best help them.

Forming partnerships with medical professionals, such as doctors and nurses, can enhance your credibility and reach. Regular communication and providing informational materials can build trust and lead to referrals from healthcare providers who are in direct contact with potential clients.

When a client is returning home from rehab and has a sheet of physical therapy exercises with stick figures on them: Are you going to make a care plan that tells caregivers to encourage their clients to perform those exercises? Or, are you going to ask the client what their goals are in returning home and think of ways to braid the exercises into a routine that helps the client achieve those goals.

Whether they want to drive a golf cart around or eat food on their own again, you can help clients see the benefits of home care by helping them return to what interests them.

Until you understand your clients’ lives in their context, it will be difficult to connect with them on a level that expedites desired outcomes.

How can you help your clients get back to their independent lives before they needed care? Or, if are your clients independent and want to stay that way? Learn what keeps them motivated.

Focus on outcomes, not services.

Whether it’s home care or buying a new sofa, consumers are looking for the “I’m so glad I got this.” Your clients are looking for outcomes and results when they enlist help.

Developing strategies to attract and retain a strong client base is crucial. By focusing on your clients’ lives and how they want to live, you will have no problem attracting clients.

Oftentimes, it’s in a moment of crisis. Your home care staff and caregivers have an opportunity to be a part of the end result: the calm of the storm when the stress has passed.

Establishing an Online Presence

In today’s digital age, establishing an online presence is crucial for reaching potential clients and promoting your home care services. Start with a professional website that showcases your agency’s services, mission, and values. Ensure your website is mobile-friendly, easy to navigate, and includes a clear call-to-action (CTA) to encourage visitors to contact you.

Claim and optimize your Google My Business listing to improve local search visibility and manage online reviews. This will help potential clients find you more easily when searching for home care services in your area.

Utilize social media platforms to engage with your audience, share valuable content, and promote your services. Regularly posting updates, success stories, and informative articles can help build trust and establish your agency as a reliable resource.

Invest in search engine optimization (SEO) to improve your website’s visibility in search engine results pages (SERPs). By optimizing your content with relevant keywords, you can attract more organic traffic and reach a broader audience of potential clients.

Engaging with the Local Community

Engaging with the local community is vital for building relationships, establishing trust, and attracting new clients. Partner with local healthcare professionals, such as physicians and geriatric care managers, to promote your services and build referrals. These partnerships can be a valuable source of new clients.

Attend local health fairs, senior centers, and community events to showcase your agency’s services and connect with potential clients. These events provide an excellent opportunity to meet face-to-face with individuals who may need your services or know someone who does.

Develop relationships with local senior centers, retirement communities, and living facilities to offer educational workshops and promote your services. By providing valuable information and support, you can position your agency as a trusted resource in the community.

Collaborate with local hospice agencies to provide support services and build partnerships. This collaboration can help you reach a broader audience and offer comprehensive care solutions.

Sponsor local events and charities to demonstrate your agency’s commitment to the community. This not only helps build your brand but also shows that you care about the well-being of the local community.

Measuring Success

Measuring the success of your marketing efforts is essential to understanding what works and what doesn’t. Start by tracking website analytics to monitor traffic, engagement, and conversion rates. This data can provide insights into how visitors are interacting with your site and which pages are most effective.

Monitor social media metrics, such as followers, engagement, and reach, to evaluate the effectiveness of your social media strategy. This will help you understand which types of content resonate most with your audience.

Use Google Ads and SEO tools to track keyword performance, ad click-through rates, and conversion rates. These tools can help you optimize your campaigns and improve your return on investment.

Conduct regular surveys and feedback sessions with existing clients to evaluate satisfaction and identify areas for improvement. This feedback is invaluable for refining your services and ensuring client satisfaction.

Set clear goals and key performance indicators (KPIs) to measure the success of your marketing efforts and adjust your strategy accordingly. By regularly reviewing your performance and making data-driven decisions, you can continuously improve your marketing efforts and attract more clients to your home care agency.

Want Help With Bringing Potential Clients to Your Home Care Agency?

If you want some assistance in creating your client marketing strategy, we're here to help. One of our experienced marketing managers can take a look at your current marketing plans and see where your next billable hour increase will come from. Schedule a 30-minute call with one of our home care experts here. Together, we can come up with a rock-solid marketing plan that will elevate your home care agency to the next level.