Most home care agencies aren’t getting the results they want from their marketing. From optimized SEO, to new websites, social media posts, and events, some tactics are not bringing the ROI that was promised.
What’s worse? The strategies that worked five years ago just don’t apply in today’s environment. Families are stressed. Agencies are understaffed. Referral partners are distracted. The digital competition is fiercer than ever. Most often, stalled home care growth has nothing to do with quality service to the client. It has to do with improper market positioning, focusing on the wrong pieces, and ineffective implementation.
Where Most Home Care Agencies Get Stuck
Generalized Messaging and Content
Have you noticed that everyone is starting to sound the same? All home care agencies tout “compassionate care,” and “experienced staff,” but without a compelling message, families scroll past websites and digital directories and ultimately end up choosing the agency that “got to them” first.
Funnels & Follow-Up’s are Falling Flat
Lead generation and business development efforts have stalled. Many home care owners invest in a website and social media posting but don’t have formalized marketing processes to turn the online attention into clients or partnerships. Pipelines are fragmented and overwhelmed marketing professionals, hitting the streets daily to drum up business, oftentimes cut corners on follow-up protocols and activities.
Neglect, Lack of Oversight, and Inefficiency
Owners who don’t take an annual audit or survey of their organization, fail to understand which marketing strategies are revenue-producing. This puts them several steps behind in today’s landscape. Taking time to review metrics, revise budgets, and fill gaps will lead to smart resource allocation, saving hundreds or thousands of dollars a year. A few steps behind today equals a huge loss of profitability tomorrow.
What the Fastest-Growing Home Care Agencies Are Doing Instead
Market smarter, not louder
Selecting home care services is a very personal decision and are not made lightly or from clicking a TikTok reel with a great beat. By understanding the unique value proposition of their own agency and creating compelling messaging that resonates with the stakeholders seeking that proposition, home care agencies can offer a huge advantage to their marketing teams. When marketing strategies are connected from channel to channel, marketers have an easier path to conversion.
Owning their funnels
From the first click to a signed service agreement or to a professional introduction, thriving home care agencies have every touchpoint mapped and measured. Some owners take it a step further and leverage current systems or technologies to enhance effectiveness for more visibility within their pipelines.
Invest in strategic growth
Whether hiring help or learning how to do it in-house, they stop relying on luck and start investing in solutions that prioritize marketing efficiencies, revenue generation, and strategies that propel growth…not maintenance.
Want to Learn How to Do the Same? Join Our Waitlist.
Due to popular demand, we’re launching The Home Care Marketing Suite, our 90-Day Executive Coaching Course for Home Care Professionals. Click here to learn more and join our waitlist for the official 2025 launch.