In this short on Healthcare Marketing by Spearleaf, Joshua Albanese, founder of Spearleaf, explains how a non-medical, private-pay home care agency gets new clients: the family search on Google and AI, senior placement services, discharge planners and case managers, and reviews from families, plus staffing and tracking each client by source. Narrated with an AI voice clone of Joshua Albanese. Other characters are AI-generated. Every answer is written and checked by the Spearleaf team.
Read the full guide: How to Market a Home Care Agency for Private-Pay Clients →
Video Transcript
What does marketing for home care look like when your agency is non-medical and mostly private pay? Not the Medicare referral pitch marketers often bring you. That pitch fits skilled home health, not bathing, meals and rides. Here are four ways a private-pay home care agency gets new clients. One, the family search. It's usually a son or daughter on a phone, looking for someone who can start this week. Many of those searches start on Google, so your Google listing should say what you do and the towns you cover. If families never come to your office, hide your address. You can list up to 20 service areas, within about two hours' drive. Hiding it isn't shady. It tells Google you go to the client, which is exactly how home care works. Then give your website a page for each service, like overnight care or rides to appointments, with the towns you serve. If you work with long-term care insurance, say so on that page and explain how billing works. Some adult children ask ChatGPT or Google's AI answers instead. Type "home care for my mom in" your town, and see which agencies come up. Two, senior placement services. They send families to agencies, and many charge the agency a fee. Before you agree, weigh that fee against what a client brings in over the months they stay. Check whether those families fit your towns and your minimum hours. And get a lawyer's eyes on the fee terms first. Three, hospital discharge planners, rehab social workers and case managers. They talk to families the week someone comes home. They want an agency that answers the phone, can start fast, and covers the right towns. Earn them with fast answers and start dates you keep. Ask your lawyer before you give a referral source anything of value, even a holiday gift card. Answer nights and weekends, too. A family calling after a hospital discharge may need someone by morning. Four, reviews from families. Adult children often read them before they call. Ask every family the same way, a few weeks into care. Thank them, and offer nothing for the review. One honest check before you spend on any of this. If you're losing caregivers and still saying yes to every new family, hiring may be your real limit. So market only the shifts you can actually staff, overnights and weekends included, and keep hiring every week. Referrers and placement services can send families within weeks. Your listing, your pages and your reviews build slowly, over months. Ask every new family how they found you, and track new clients by source, counted when care actually starts. Want the Position Zero Guide to Getting More Customers on ChatGPT, Google and Google Maps? Comment "DRIVE" and I'll send it. And follow for more straight answers like this.