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How do I get more clients for my home care agency?

Where families and discharge planners find care, which channels earn calls, and the rules you have to market inside.

Get more clients for my [non-medical or home health] agency in [city], focusing on [dementia care, overnight care or post-hospital care] and referral partners.

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How do I get more clients for my home care agency?

Start with your Google Business Profile, because families in a care crisis search "home care near me" and call from the map. Next, build referral relationships with hospital discharge planners, skilled nursing social workers, elder law attorneys and assisted living directors, and visit them in person on a schedule. Then run Google search ads on urgent phrases like "24 hour home care [city]". Finally, publish pages that answer the questions families ask about cost, dementia care and paying with long-term care insurance or VA benefits.

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  1. 01

    Fix your Google Business Profile first

    Choose the right primary category, such as "home health care service", and list your actual service area towns. Add real photos of your office and team, with written consent from anyone pictured. Ask every family that is happy with care for a review, and reply to each one without confirming anyone's health details, which keeps you within HIPAA. Turn on calls and make sure someone answers live, evenings included. You make these edits; Revnu drafts profile posts you paste in.

  2. 02

    Map and visit your referral sources

    List 20 referral sources within your service area: hospital case management offices, skilled nursing and rehab facilities, assisted living communities, elder law firms and geriatric care managers. Bring a one-page sheet with your services, hours, payers accepted and a direct cell number. Visit each one on a regular rotation and follow up on every referral with a short update. Never give referral sources anything of value in exchange for referrals, and if you bill Medicare or Medicaid, the Anti-Kickback Statute makes this a federal issue. Revnu finds the referral sources and writes to them; the visits are yours.

  3. 03

    Build pages for the questions families ask

    Write one page per service and per town you serve, such as "overnight home care in [town]" or "dementia care at home in [county]". Add pages that explain how to pay with long-term care insurance, VA Aid and Attendance and your state's Medicaid waiver. Put your state license number and caregiver screening process on the site. If you are a Medicare-certified home health agency, link to your Care Compare listing. Revnu writes and publishes these pages.

  4. 04

    Run search ads on urgent phrases

    Bid on terms like "home care near me", "24 hour care for elderly parent" and "respite care [city]", limited to your service area. Exclude job seekers with negative keywords like "jobs", "caregiver hiring" and "pay", since caregiver recruiting searches will drain the budget. Send each ad to a page with a phone number at the top and a short assessment request form. Track calls separately from form fills. Revnu runs these ads and asks before it spends.

  5. 05

    Show up where caregivers gather

    Offer free talks at senior centers, churches and Alzheimer's support groups on fall prevention, hospital-to-home transitions or caregiver burnout. Keep it educational, not a pitch. Leave a printed guide with your number on the back. Families who heard you speak tend to call months later when the need arrives. This step is yours; Revnu doesn't do it.

  6. 06

    Make intake fast and measured

    Answer calls live or call back within minutes, especially leads from referral services. Offer a free in-home assessment the same day or the next day. Record where every client came from in your agency software, such as WellSky, AxisCare or AlayaCare, so you know which partners and channels actually produce clients. Drop what does not. This step is yours; Revnu doesn't do it.

Who buys from a home care agency

The adult daughter or son usually finds you, makes the calls and signs the agreement. The senior may pay from savings, long-term care insurance, VA benefits or a Medicaid waiver. For home health, a physician's order and the patient's choice of agency decide it, and the hospital or rehab case manager shapes that choice.

  • Adult children of aging parents

    They want someone safe, consistent and fast to start, and they worry about strangers in the house. A fall, a hospital stay or a new dementia diagnosis is the usual trigger.

  • Hospital discharge planners and case managers

    They need agencies that pick up the phone, accept the case and staff it before the patient leaves the building. One failed start can take you off their mental list.

  • Skilled nursing and rehab social workers

    They plan the move home after a short rehab stay and want a smooth handoff with clear hours and caregiver skills. Patients who are discharging home with help are the trigger.

  • Elder law attorneys, geriatric care managers and financial advisors

    Their clients ask "who do you trust for care at home?" They refer agencies that are licensed, bonded, responsive, and that know how long-term care insurance claims and VA Aid and Attendance work.

  • Seniors planning to age in place

    Some seniors shop for themselves before a crisis, often for companionship, meals or transportation. Losing a spouse or giving up the car keys often starts the search.

Where to find them

Google Maps and your Google Business Profile
Families in a hurry call agencies straight from the map pack. Reviews that mention caregiver names, dementia care and quick starts move you up and win the call.
Hospital case management offices and skilled nursing facilities
Discharge planners refer every week. They remember the agency that brought a clean one-page service sheet and staffed a weekend case on short notice.
Area Agency on Aging and county senior services
They keep provider lists for Medicaid waiver and respite programs. Getting listed and meeting the intake staff puts you in front of families who already qualify for funding.
Elder law and estate planning offices
Attorneys meet families right when they are planning for care and paying for it. One attorney who trusts you can send clients for years.
Senior centers, churches and Alzheimer's caregiver support groups
Caregivers trade agency names in these rooms. A short talk on preventing falls or handling sundowning builds trust that ads cannot buy.
Nextdoor and local Facebook groups
Neighbors ask "can anyone recommend home care for my mom?" A reply from a happy client's family outweighs anything you post yourself.

What to say

Fast, staffed starts

We can have a matched caregiver at [patient's home or facility] within [your real start window], including weekends.

Dementia skill, named plainly

Our caregivers in [city] are trained in [dementia program name], so your mom gets someone who knows how to handle the late afternoons.

Paying for care

We file [long-term care insurance / VA Aid and Attendance] paperwork with families every month and can walk you through it.

For referral partners

When your [discharge / rehab] patients go home in [service area], call this number and you reach me directly, not a call center.

Which channels fit

  • Google Business Profile and reviewsStrong fitFamilies pick from the map in a crisis, so your profile, photos and review replies often decide who gets the first call. You run the profile; Revnu drafts posts you paste in.
  • In-person referral partner visitsStrong fitDischarge planners and social workers refer agencies they know by face and by results, and no ad replaces that. You make the visits; Revnu can book them by email.
  • Google and Microsoft search adsStrong fitSearches like "in home care for elderly [city]" show urgent intent, and older searchers and their families use Bing more than you might expect. Revnu runs these ads and asks before it spends.
  • Search pages that answer care questionsStrong fitFamilies research cost, eligibility and dementia care at night, and pages that answer clearly earn calls and get cited by AI answers. Revnu writes and publishes these pages.
  • Paid lead referral services like A Place for Mom or Caring.comSometimesThey bring volume, but the same family is often sent to several agencies at once, so you only win if you call back within minutes. Revnu doesn't buy lead lists or shared leads.
  • LinkedIn and email to referral partnersSometimesThis works well for elder law attorneys, financial advisors and senior living directors, and poorly for busy hospital case managers who respond better to a visit. Revnu finds the partners and writes to them; the meetings are yours.
  • Cold email to familiesWeak fitYou have no fair way to know who needs care, and unsolicited outreach about an aging parent feels invasive and can damage your name locally. Revnu doesn't do this: it only finds businesses.

Lead generation

How to get clients for a home care or home health agency

Lead generation for a home care agency runs on two tracks: families who search, and professionals who refer. For families, your Google Business Profile, search ads and service pages catch people at the moment of need. For referrals, steady relationships with discharge planners, rehab social workers, elder law attorneys and assisted living directors bring cases that are often already qualified. Skip buying contact lists of seniors. It feels predatory and wastes money. Be careful with paid lead services too, since the same family often goes to several agencies at once. One example: an agency that sends an elder law firm a short note each time it starts care for one of the firm's clients, with the family's permission, stays top of mind without any gift or payment. Home health agencies should also confirm they appear correctly on Care Compare, because patients and case managers check it when choosing.

Advertising

Home care agency marketing with paid ads

Search ads are the paid channel that fits home care best, because the searcher has already decided they need help. Target phrases with urgency and place, such as "in home care for dementia [city]" or "home care after hospital discharge", and restrict ads to your licensed service area. Add a long list of negative keywords for caregiver jobs, because recruiting searches look almost identical and will eat your budget. Use call extensions and make sure the phone gets answered. Run the same campaigns on Microsoft Ads, since many older adults search on Bing through default browsers. Skip broad display banners, which rarely reach a family in the middle of a decision. Do not make claims your state license or Medicare rules forbid, such as promising specific outcomes. Example: a campaign split into dementia care, overnight care and post-hospital care, each pointing to its own page, tells you which service families actually want.

How clients decide

A family usually calls several agencies, does a free in-home assessment with one or two, and decides after talking with siblings and sometimes the parent's doctor. In a hospital discharge, the case manager and the discharge date set the pace, so the agency that answers first and can staff the case wins. Answering live, offering an assessment the same day and being clear on hours and payment all speed it up.

One prompt, worked through

We're a licensed non-medical home care agency in Fort Collins, Colorado, offering hourly, overnight and dementia care, private pay and long-term care insurance. Get us more families and referral partners like elder law attorneys and assisted living communities.
  1. 1Revnu reads your website and works out that your buyers are adult children in Larimer County and the professionals who refer them.
  2. 2It finds elder law firms, geriatric care managers and assisted living communities in your area, picks the right person at each, and drafts emails and LinkedIn messages in your voice. Your first sequence waits for your yes.
  3. 3It runs Google and Microsoft search ads on phrases like "dementia care at home Fort Collins" and writes pages on paying for care with long-term care insurance that can rank and get cited by AI answers.
  4. 4Every morning it reports what moved on Slack or iMessage, and when a partner replies it drafts your answer and sends your booking link.

Frequently asked questions

Is marketing a home health agency different from marketing a home care agency?

Yes. Home health is skilled, Medicare-billed care that needs a physician's order, so referrals from hospitals, physicians and rehab facilities drive almost everything. Non-medical home care is usually private pay, long-term care insurance, VA or Medicaid waiver, so families searching on Google matter much more. Home health agencies also face stricter federal rules on referral relationships.

Can I give gifts or pay referral sources for clients?

If you bill Medicare or Medicaid, paying for referrals or giving anything of value to induce them can violate the federal Anti-Kickback Statute, and many states have similar rules for private pay. Stick to education, fast service and follow-up. If you're unsure about a lunch, sponsorship or partnership, ask a healthcare attorney before you do it.

Should I pay for leads from A Place for Mom or Caring.com?

They can fill gaps while your referral network grows, but leads are often shared with several agencies. You win only if someone calls back within minutes and books an assessment fast. Track which of these leads become clients before you commit more budget.

Can I use client stories and testimonials in my marketing?

Only with written authorization from the client or their legal representative, because health information about clients is protected under HIPAA and state privacy rules. When you reply to online reviews, don't confirm that the reviewer is a client or mention their care. General stories with consent and no identifying details are safer.

How do I get hospital discharge planners to call me?

Visit in person with a one-page sheet showing your service area, hours, payers and a direct number. Then prove yourself on the first case by accepting it quickly and staffing it on time. Send a short update after each referral, and keep visiting on a regular schedule even when referrals are slow.

What does it cost?

Plans start at $99 a month, and Revnu starts on what you typed as soon as you sign up. Cancel any time in Settings.

Does anything run before I sign up?

No. Nothing is checked or generated on this page. Revnu does the work inside your account, where it can read your website, keep what it finds and carry on from there.

Where do I learn how Revnu works?

The docs at revnu.com/docs/get-started walk through your first day, and revnu.com/docs/what-revnu-can-do lists everything it can do.

Last updated October 15, 2026

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