8 Home Care Marketing Ideas to Get More Clients

The demand for in-home senior care continues to rise as more families seek support for aging loved ones. Simultaneously, competition among providers is increasing, making it more important than ever to have a clear, effective home care marketing strategy.

The most successful agencies don’t rely on one single tactic. Instead, they build a multi-faceted approach that combines:

• Digital visibility
• Community presence
• Relationship-driven referrals

If you’re looking to generate more leads and strengthen your position in the market, we’ve got a few home care marketing ideas that’ll help you do exactly that.

Why Marketing Matters in the Home Care Industry

Choosing a home care provider is a personal decision. Families are looking for trust, credibility, and reassurance that their loved one will receive compassionate care from high-quality caregivers.

This means your marketing efforts need to do more than just generate awareness—they should build confidence. From your online presence to your community involvement, every touchpoint should reinforce your positive reputation.

8 Proven Home Care Marketing Ideas

To ensure you build a strong home care business, consider incorporating some of the following ideas into your marketing plan:

1. Invest in Digital Marketing

Digital marketing is one of the most effective ways to reach families actively searching for in-home care. Platforms like Google Ads and social media allow you to target high-intent audiences based on location, search behavior, and demographics.

Equally important is your Google Business Profile. A fully up-to-date profile helps your agency appear in local searches and on Google Maps. Be sure to keep your contact information, hours, and services current, and regularly add photos and posts to maintain visibility.

2. Improve Your Site Ranking with SEO

Search engine optimization (SEO) helps your website rank higher on search engine results pages (SERPs)—and when you rank higher, it’s easier for potential customers to find you organically. Strong SEO starts by creating high-quality content that answers common questions about senior care and the specific services you provide.

Focus on using relevant keywords, publishing educational blog content, and ensuring your website is easy to navigate and mobile-friendly. With time, you’ll build domain authority and start to drive consistent organic traffic in conjunction with your paid ads.

3. Build a Referral Network

Referrals are a strong way to build a client base. Satisfied clients often become your strongest advocates, especially when they’ve had positive experiences with your caregivers and office staff.

However, while client referrals are powerful, you’ll also want to establish relationships with local healthcare professionals. Physicians, hospitals, rehabilitation centers, and senior living communities can all create a steady pipeline of qualified leads. Plus, at the same time, you’ll strengthen your presence in the local care ecosystem.

4. Participate in Community Events

Establishing visibility within the community can help build trust with potential clients. Participating in local events—such as health fairs, charity walks, or senior-focused gatherings—allows you to meet and connect with families in your area.

At these events, be sure to have branded materials, educational resources, and ways to collect contact information for follow-up. When people see you and your brand as active members of the community, it helps position your agency as a familiar and reliable resource.

5. Host Educational Workshops

Educational workshops are a great way to demonstrate your knowledge while providing valuable insight and information to your community. Consider hosting sessions within your wheelhouse. Topics like fall prevention, dementia care, and navigating senior living options are all beneficial learning opportunities for families within your market.

You can opt to host these events in-person or virtually, whichever you’re most comfortable with. Partner with healthcare professionals to expand your expertise and reach. These sessions not only build credibility but also create opportunities to connect with families who may need care soon.

6. Encourage and Manage Online Reviews

Reputation management is crucial to the success of your home care agency. Online reviews play a major role in how families evaluate providers. Having a strong presence on Google, Yelp, and Facebook can influence their decision-making.

Encourage satisfied clients and their families to leave reviews and be proactive in responding to feedback. Having a consistent flow of positive reviews helps build trust, improves your local search rankings, and reinforces your good reputation.

7. Connect with Local Media

Securing local media coverage can increase your visibility and credibility. Pitch meaningful stories about your caregivers, community involvement, or educational initiatives to local news outlets to see if you get picked up. Also coined “earned media,” this type of marketing doesn’t cost you anything.

Whether it’s a feature story or event coverage, media exposure helps position your agency as a trusted voice in senior care within your community.

8. Utilize Lead Generation Platforms

Listing your agency on trusted lead generation platforms can help you reach families who are actively looking for in-home care. While these platforms may be competitive, maintaining a strong profile with clear service descriptions, positive reviews, and updated information can improve your chances of acquiring new clients.

How Franchising Can Strengthen Your Marketing Strategy

Creating a home care marketing plan from scratch can be time-consuming and complex. However, should you choose to join a franchise, you get a distinct advantage in this area.

When you partner with a franchise brand, you gain direct access to marketing materials, established branding, and ongoing guidance. Instead of using trial-and-error to test strategies on your own, you can implement approaches that have already been refined and validated across multiple markets.

For those looking to become a highly successful entrepreneur, this level of structure and support can make a big difference in how quickly and efficiently you grow your business.

Franchise with A Place At Home

At A Place At Home, we equip our franchise owners with the tools, training, and support they need to thrive in a competitive marketplace. From marketing assistance to operational playbooks, our model is designed to help you build a sustainable, community-focused business.

To learn more about our franchise opportunity, what territories are available, and how much it costs to get started, contact us today. After we’ve received your inquiry, a member of our team will be in touch with you to discuss the next steps.

Global home care provider expands to North America, bringing its person-centered care model to U.S. families 

OMAHA, Neb., (February 25, 2026) — Dovida, a global provider of person-centered home care services operating across six international markets, has officially entered the United States through its acquisition of A Place At Home, an established home care franchise network serving communities nationwide.  

With millions of hours of care delivered annually across Australia, France, Ireland, the Netherlands, New Zealand, and Switzerland, Dovida brings a proven care model grounded in dignity, independence, and relationship-based support.  

The acquisition marks the company’s expansion into its seventh market and its first in North America.  

A Strategic Expansion 

A Place At Home, known for providing high-quality, relationship-led home care, shares Dovida’s values of compassion, integrity, and mission-driven service, making it a natural fit.  

“At its core, Dovida represents continuity with purpose,” said Paul Fritz, Global CEO of Dovida. “We were drawn to A Place At Home because of the quality of care they deliver and the values that guide their work. Together, we are building on that foundation while strengthening our ability to support clients, families and caregivers for the future.”  

Commitment to Caregivers and Local Franchise Owners 

“Dovida’s focus is on delivering high-quality, person-centered home care while supporting the caregivers and local franchise teams who make that possible,” said Mike Boyer, CEO of Dovida North America. “A Place At Home has built a strong organization rooted in service and integrity. Under the Dovida brand, that foundation remains.”  

A Place At Home’s leadership, including its founders and executive team, will continue guiding the organization to ensure continuity for franchise owners, caregivers, and the families they serve.  

Leadership Perspectives From A Place At Home 

“This decision was about honoring our mission and expanding what’s possible for our franchise owners, caregivers, and the families we serve,” said Dustin Distefano, CEO and Co-Founder of A Place At Home. “Dovida’s experience and shared values make them the right partner to support our continued growth.”  

“Growth has always been part of our vision,” added Jerod Evanich, President and Co-Founder of A Place At Home. “Dovida’s global experience strengthens our franchise network and expands our ability to serve more families, while preserving the relationships that define our organization.”  

A Global Model With Local Impact 

Dovida’s expansion into the U.S. comes at a critical moment, as the nation’s rapidly growing older adult population drives demand for high-quality in-home care and family support services.  

The company aims to bring its globally trusted model to local communities while preserving personal relationships at the heart of great care.  

# # # 

About Dovida  

Dovida is a global provider of person-centered home care with millions of hours of care delivered annually across six countries: Australia, France, Ireland, the Netherlands, New Zealand , and Switzerland. Its mission is to support, empower and uplift people by putting them at the heart of everything it does. With a global presence and a local touch, Dovida delivers care that’s personal, empowering, and impactful.  

Following its acquisition of A Place At Home, Dovida is expanding its presence into a seventh market, the United States.  

More information is available at www.dovida.com. 

Media Contact 

Mike Boyer 

CEO, Dovida North America 

+1 571 344 4555 

Mike.Boyer@dovida.com 

 

Tammy Delgado  

Tidehouse Agency 

+1 954-829-9189 

tdelgado@tidehouseagency.com 

How to Spot the Best Senior Care Franchise

Interested in owning a senior home care franchise? You’re in good company. Research shows the global senior care market is on the rise. Valued at $53.29 billion in 2025, the industry is projected to reach a total value of $98.19 billion by 2032—experiencing a compound annual growth rate (CAGR) of 9% from now until the end of the forecast period.  

But what’s driving this growth in the market? To start, 10,000 people in the U.S. turn 65 every day. As these individuals age, they will likely need some kind of senior home care. Additionally, in-home care is considered an essential service with consistent demand. Many older adults prefer to remain in their homes as long as possible, creating sustained need for services like personal care, companionship, and help with daily activities.   

So, how do you find the best senior care franchise to invest in? There are a few characteristics to keep a watchful eye on.  

Thinking about starting a homecare agency? It’s a lucrative idea.  

The U.S. senior population is growing every day—along with their overwhelming desire to age at home. Homecare agencies are in high demand, and that demand will only grow in the coming years. In fact, the elderly care market is currently valued at $53.29 billion. Projected to expand at a compound annual growth rate of 9% between now and 2032, the industry will be worth an impressive $98.19 billion by the end of the forecast period.  

With market growth on the horizon, now is the ideal time to consider joining this booming industry. Curious about how to start a homecare agency? Our guide will walk you through every step—from licensure to hiring to growth.  

Steps to Opening a Homecare Agency 

As you research how to open a homecare business, you’ll likely come across the following tasks: 

Step 1: Determine What Services You’ll Offer

In homecare, there are two main types of services: medical and non-medical homecare.  

• Medical homecare requires clinical licensure, skilled nurses, and licensed physical therapists to deliver care.  

• Non-medical homecare focuses on providing seniors with companionship and assistance with daily living activities by highly trained, compassionate caregivers. 

Step 2: Choose a Business Model

There are multiple avenues you can choose from when starting a homecare business:   

• Independent agency: Starting your homecare agency independently will give you more control over your operations, but this path does not come with any additional support. Everything from operational processes to marketing tactics will need to be curated on your own.  

• Franchise model: Rather than starting your business completely from scratch, partnering with a franchisor gives you a bit of a head start. With built-in brand recognition, branding, franchise training and support, and proven systems, you’ll have all the tools you need to launch a thriving homecare business.  

 Step 3: Register Your Business 

After you have named your business and have registered with your state’s business division, apply for an Employer Identification Number (EIN) through the IRS. Then establish a legal business structure such as a Limited Liability Company (LLC) or corporation, depending on your tax and liability preferences. Finally, open a dedicated business bank account to manage incoming payments, payroll, and other expenses. 

Step 4: Obtain the Right Licensing and Certifications

Home care agencies must comply with local, state, and federal regulations. Requirements will vary depending on where you’re operating and the type of care you’ll provide. Always consult your state’s Department of Health for up-to-date requirements. If you’ve chosen to work with a reputable franchise brand, their development team can help you through the process and ensure nothing is overlooked.  

Step 5: Secure Insurance Coverage

You will need multiple types of insurance coverage to fully protect your business. This includes:   

• General liability insurance 
• Professional liability insurance 
• Workers’ compensation 
• Auto insurance (should you offer transportation services) 

Skimping on any of the above not only leaves your business vulnerable but can also lead to costly mishaps.  

Step 6: Recruit and Train Your Team

As the heart of your homecare agency, it’s important to hire compassionate, reliable people who not only have the right credentials, but also align with your mission and values. After hiring your team, establish a structured onboarding and training process. Include information on your agency’s policies, culture, and expectations. Be sure to review state-specific protocols and documentation requirements. Lastly, provide ongoing professional development opportunities to support career growth and retention.  

Step 7: Market Your Services Locally

Consider establishing referral relationships with hospitals, rehab centers, and senior living communities. Go beyond just word-of-mouth and create a multi-faceted marketing strategy that utilizes search engine optimization (SEO), local Google Business listings, social media ads, email campaigns, and print collateral to get the word out about your homecare agency.   

Step 8: Launch Your Homecare Business

The crowning moment in your how to start a homecare agency research journey, it’s time for launch. In this step, the work is only beginning. You’ll want to monitor KPIs such as client satisfaction, caregiver retention, and revenue. Consider collecting feedback from customers and employees so you can adjust your operations where needed. You’ll also need to stay compliant with regulatory requirements to ensure everyone’s safety. 

Franchise with A Place At Home

If handling all the above on your own sounds overwhelming, there’s always the option of partnering with an established franchise like A Place At Home. Whether you’re looking to leave corporate life, exploring a career change as a nurse, or considering an investment in a mission-driven business, in-home senior care offers both impact and income potential.  

Offering brand recognition, training and support, proven operational systems, marketing guidance, and even multiple revenue streams, A Place At Home is a great opportunity for new and seasoned entrepreneurs looking for their next venture.   

To qualify for an A Place At Home franchise, interested candidates must have a net worth of $250,000 and at least $50,000 in liquid assets. Franchisees can expect to spend between $91,195 and $166,012 in startup costs, which includes our initial franchise fee of $49,500.  

To learn more about our franchise opportunity, fill out our franchise inquiry form, and a member of our team will be in touch with you to discuss your next steps.  

Are you looking for your next mission post military life? Why not consider entrepreneurship? Recent data shows that veterans make up 5.5% of business owners in the U.S.—employing almost 3.3 million people across over 1.6 million businesses. And many of those businesses are franchises, allowing savvy entrepreneur veterans to build their business from a proven playbook.  

Senior care stands out as one of the best veteran franchises because it aligns with the values that veterans already have including duty, leadership, and service. Learn more about why senior care is a leading veteran franchise, how to become a successful entrepreneur, and why partnering with a brand like A Place At Home could be the right next step for you.  

Are you still on the fence about senior care? Get in touch with our team at A Place At Home today. We’ll take you through our franchise opportunity, detail who makes an ideal franchise partner, review startup costs—including our veteran discount of 10% off our franchise fee—and answer any other questions you may have.  

Fill out our inquiry form today and our team will be in touch to set up an introductory call.  

Sources 

1: PRB, 2024 

2: U.S. SBA, 2024 

3: VetFran, 2025