3 Home Care Challenges & How to Rise Above Them

How BrightStar Care Franchise shapes up against A Place At Home

Home care agencies are highly profitable but have some challenges. Get insights on some challenges in home healthcare businesses can face and how to rise above them.

1. Recruiting & Retaining Caregivers

Finding reliable and compassionate caregivers is one of the primary home care challenges. Caregivers play a crucial role in providing quality care to clients, and their skills and dedication directly impact the agency’s reputation and client satisfaction.

High turnover rates are costly to home care agencies. Home Care Pulse reported a median caregiver turnover rate of 64.9% in 2021. Then, national consultancy ICA Group calculated that turnovers cost the industry more than $6.5 million annually. That’s with a conservative estimate of turnover at 20% of annual wages and a 60% turnover rate. Additionally, the U.S. Bureau of Labor Statistics finds that the U.S. needs to see a 32% increase, or more than 1.12 million, of home health aides by 2030 to meet the demands of the growing senior population.

Rising Above the Challenge:

Establishing a comprehensive recruitment strategy, building retention programs, offering competitive compensation and benefits packages, and creating a supportive work environment will help you overcome these common problems with home care agencies. By advertising on job boards and partnering with local schools or nursing programs, you can create a pool of talent to pull from. By implementing a thorough screening and vetting process, you’ll ensure the suitability and qualifications of caregivers and increase the likelihood of retention.

By creating a supportive work environment that offers ongoing training and support, career advancement opportunities, and recognition for excellent performance, your staff will want to stay with you. Foster open communication and actively address caregiver concerns to enhance retention rates.

And when you franchise with a well-established home care brand like A Place At Home, you’re a step ahead in hiring quality caregivers. A Place At Home is among the top home care providers for caregiver satisfaction awards. More than half of our locations have earned Home Care Pulse’s Employer of Choice designation. We’ve implemented a range of benefits and incentives for our caregivers, including flexible scheduling, ongoing training and development, and opportunities for career advancement.

2. Compliance & Regulation

Both medical and non-medical home care agencies must adhere to specific regulations and licensing requirements. While compliance with these regulations ensures the safety and well-being of clients, it can be a complex and ever-changing landscape to navigate.

You’ll face more complicated compliance requirements and stricter regulations when providing medical in-home care. You must maintain comprehensive medical records and ensure proper documentation from medical professionals such as nurses, therapists, and doctors. Plus, manage insurance companies and navigate reimbursement processes.

Rising Above the Challenge:

As you open and manage your home care business, stay updated on federal, state, and local regulations governing the industry. Establish robust policies and procedures that align with regulatory requirements and regularly review and revise them. Invest in staff training and education to ensure they know compliance standards. Consider partnering with legal and compliance experts to safeguard ongoing adherence to regulations.

Franchise systems like A Place At Home have successfully helped dozens of owners open their home care businesses, meaning we know all the ins and outs of compliance and regulations.

3. Client Acquisition & Retention

Attracting and retaining clients is crucial for the success of any home care agency. With increasing competition in the industry, effectively marketing your services and building strong relationships with clients and their families can be a significant home care challenge. Doing so will increase your client retention. Remember, retaining a client is cheaper than marketing to new ones.

Rising Above the Challenge:

Develop a comprehensive marketing strategy that includes different outlets such as social media, search engine optimization, local partnerships, and community outreach programs to reach all seniors and their loved ones. By providing exceptional customer service and personalized care, you can build trust and long-term relationships with clients and their families. Encourage clients to provide feedback and then improve services based on their input.

At A Place At Home, our established marketing efforts will ensure that your business is put in front of potential clients. As for retention, through Home Care Pulse client satisfaction surveys, we are ranked among top home care brands as top providers with client satisfaction rates.

Franchise With A Place At Home

Don’t stress about how to get clients for your non-medical home care business; instead, let A Place At Home help you. We can alleviate the many struggles with these home care challenges. If you stick with our startup program, the CARE Track, you could serve your first client within 60 days of opening. Our proven business model, brand recognition, training programs, and ongoing support can help you find success.

Submit a franchise form to learn more about our brand and the franchising process.

Senior Care Business: 4 Reasons To Invest Now

Non-medical home care business profits

The senior care industry is experiencing massive growth right now. Over the next five years, Technavio predicts the industry will grow by $91.37 billion. Senior care businesses can be highly profitable and are seeing growing demand. Discover the top reasons to start or invest in a senior care business here.

1. Growing Aging Population 

The aging population is increasing at an unprecedented rate. Baby boomers are retiring, and the number of seniors requiring care is steadily rising. In 2034, seniors will outnumber kids under 18 years old for the first time in U.S. history, according to the U.S. Census. Plus, AARP reports that more seniors require additional care due to chronic illness. As a result, what once was 14% of seniors 85 years or older in 2010 will be more than a fifth of seniors in 2050 needing more care services. This demographic shift presents a unique opportunity for senior care businesses, as the demand for quality care services is higher than ever.

2. Long-Term Market Stability

The senior care industry is known for its stability and resilience, even during economic downturns. Regardless of market conditions, people will continue to require care and assistance as they age, making it a recession-resistant business opportunity.

The COVID-19 pandemic highlighted the importance of in-home care providers like A Place At Home. While nursing homes struggled to keep the virus from spreading and their occupancy levels up, in-home care businesses thrived. Because of this, in-home care businesses are more recession-resistant than nursing homes or assisted living facilities.

<h2> 3. Technological Advancements </h2>

Technology advancements are transforming the senior care industry, making it more efficient, accessible, and cost-effective. They’re revolutionizing how care is delivered, from remote monitoring systems to digital health records. Investing in a senior care business now allows you to use these innovations and provide top-notch care services to your clients.

4. Diverse Revenue Streams

Businesses in the senior care industry offer a wide range of services beyond basic caregiving. These may include specialized memory care, rehabilitation services, and staffing assistance. By diversifying your revenue streams, you can cater to various needs within the senior community and enhance your business’s profitability.

For example, the senior care franchise A Place At Home offers not only in-home senior care but also care coordination, senior living alternatives, and staffing solutions. This means owners can walk seniors and their families through the entire aging process, creating consistent care.

In-Home Care Vs. Nursing Home

There are several business opportunities in the senior care industry, with in-home and nursing homes being some of the most popular options. But here’s why in-home care is a better choice.

First, more seniors want to age in place. Many of them have lived in their homes for decades and don’t want to leave, making in-home care their preferred option.

Then, when you compare the expense of paying for in-home care versus a private room in a nursing home, it’s less than half the cost. SeniorLiving.org finds that the national average for the price of a home care aide for five days a week is $53,560 for the entire year. Compare that to what the American Council on Aging notes as the annual cost of a private room in a nursing home, $108,405.

Lastly, an in-home care business or franchise is more affordable to invest in than an entire nursing home facility. Investment costs for a home care franchise stay lower because they don’t require a large facility with several rooms; instead, a small office to hold consultations in will do. With A Place At Home, our startup costs range from $84,185-$148,517. In comparison, a nursing facility or assisted living franchise is a multi-million-dollar investment.

A Place At Home: A Turnkey Solution to Your Next Business Venture

The senior care industry is experiencing unprecedented growth. By investing in A Place At Home now, there’s no chance you’ll ever feel FOMO (fear of missing out). You’ll also gain a competitive advantage over those who try to invest years after you have a stronghold in the market.

Starting a business from scratch is daunting, but franchising with a reputable senior care franchise like A Place At Home eliminates many challenges and uncertainties. The support structure helps mitigate the risks associated with entrepreneurship and increases your chances of success.

We offer a turnkey solution with our proven business model, comprehensive training programs, ongoing support, and access to a network of experienced professionals. Leverage our expertise, best practices, and established systems to navigate the senior care market effectively and efficiently.

Learn more about your opportunity with us by submitting a franchise form.

Why Senior Care Franchises Are One of the Fastest Growing Franchises

How to Get Your Home Health Care Business License in 7 Steps

Franchises focused on seniors provide essential services to an aging population while also providing a rewarding business opportunity for entrepreneurs who want to make a difference in their communities. Choosing to invest in one of the fastest-growing franchises is a profitable move. See why senior care franchises are among the top booming franchise industries.

Growing Demand for Senior Care Services

The senior population is exponentially growing in our country. According to the U.S. Census Bureau, the number of Americans aged 65 and older is projected to nearly double by 2060, reaching 95 million. In addition, as the baby boomer generation ages, the number of older adults who need assistance with daily activities and managing their health is expected to rise. These factors are aiding the rise of elderly care franchises.
The demand for non-medical home care services has grown significantly as older adults seek to remain in their homes and communities for as long as possible. Senior care businesses offer assorted services that help improve older adults’ independence and quality of life, such as meal preparation, medication management, transportation, and companionship. By providing these services, senior care franchises help older adults live safely and comfortably in their own homes while also giving their families peace of mind.

Flexible Business Models

There are a variety of senior care business models you can tailor to meet your community’s needs. Whether that’s non-medical home care services, assisted living, memory care, or skilled nursing, you can choose what suits your interests and expertise.

Multiple Revenue Streams

Some senior care franchises provide multiple revenue streams, offering greater potential for rapid growth and diversified income. For example, A Place At Home franchisees can offer not only in-home care services for their clients but also staffing solutions, care coordination, and assistance in finding senior living facilities. Other franchises offer revenue opportunities like medical equipment sales. Having multiple revenue streams available allows franchisees to adapt to changing market conditions and meet the evolving needs of the senior population.

Lower Cost of Entry

Many elderly care franchises offer affordable initial investments depending on the type of senior care business you open. Unlike other franchise industries, senior in-home care franchises don’t require significant capital investment in physical facilities or equipment. As a result, you can often start one from your home office, with low overhead costs and minimal staffing requirements.
They also have the potential for a high return on investment. As the demand for senior care services grows, so does the revenue potential. Additionally, many of these types of franchises have recurring revenue models, which means you can earn a steady income over time.

No Experience Required

Depending on the type of senior care you offer, you don’t always need a medical background to run the business.
Non-medical senior care businesses, like A Place At Home, focus on providing home care services such as assistance with activities of daily living, housekeeping, meal preparation, and transportation. These services do not require specialized medical knowledge or training. Plus, there are fewer licenses and regulations to worry about when you’re not providing medical care.
Additionally, in most cases, you’re not providing direct care for your clients. Instead, you’ll typically hire caregivers for that. A Place At Home franchise locations have some of the highest caregiver and client satisfaction rates, according to Home Care Pulse.
Most franchises offer comprehensive training programs covering all business aspects, from marketing and sales to staffing and operations. This training can help you gain the knowledge and skills you need to run a successful franchise for seniors, regardless of your background or experience.

Consider In-Home Care With A Place At Home

When looking for an industry that will offer rapid growth, consider the home healthcare services market and A Place At Home. Fortune Business Insights projects the industry will grow from $94.17 billion in 2022 to $153.19 billion by 2029, growing at 7.2% annually.
A Place At Home offers all these factors contributing to a quick startup and fast growth. Committing to our CARE training program will put you on track to service a client in the first 60 days post-launch. Ready to become our next top performer? Start today by submitting a franchise form.

Most Profitable Senior Care Franchises Have These 5 Qualities

How BrightStar Care Franchise shapes up against A Place At Home

Senior care franchises can be profitable, but it depends on a few factors. Look at the qualities the most profitable senior care franchises have.

Rising Need for Senior Care Franchises

The senior care industry is rising as the number of older adults in our country grows. According to the U.S. Census Bureau, by 2034, seniors will outnumber children for the first time in U.S. history. There’ll be 77 million people 65 years and older, compared to 76.5 million kids under 18. This demographic shift means the demand for senior care services, including in-home care, will grow.

In-home care franchises like A Place At Home are becoming increasingly popular as more seniors want to age in place and receive care in the comfort of their own homes. These franchises offer meal preparation, medication management, personal care, and companionship services. In-home care is more affordable than independent and assisted living facilities for seniors and their families.

How Profitable are Senior Care Franchises?

While senior care franchises can be profitable for entrepreneurs, assisted living and nursing facilities often operate at a much lower profit margin than in-home care businesses because of the significant expense it takes to operate those facilities. A study by Fierce Healthcare found that most facilities run at a 3% profit margin or less. The healthcare news source performed the survey in 2020, the height of the pandemic, which significantly affected the senior care industry.

On the other hand, in-home care franchises have lower overhead costs. Home Care Pulse reported in 2021 that the median revenue for the home care industry was $2.02 million.

Consider these qualities when searching for the most profitable senior care franchises:

1. Strong Brand Recognition

When it comes to senior care, families want to know that they’re entrusting their loved ones to a reputable and trustworthy provider. That’s why a strong brand can go a long way in attracting clients and building confidence in your community. So, look for a senior care franchise with a recognizable brand name and a proven marketing strategy.

A Place At Home prides itself in our comprehensive training program, which includes how to market your business successfully. So, you’re not just buying into a senior in-home care franchise with us; you’re becoming a part of a nationally recognized brand.

2. Comprehensive Training and Support

Running a senior care franchise requires specialized knowledge and skills, particularly caring for individuals with dementia and other cognitive impairments. The most profitable senior care franchises provide comprehensive training and ongoing support to ensure their franchisees have the knowledge and skills they need to succeed.

At A Place At Home, we’re committed to helping our franchisees thrive. Through our CARE TRACK, we’ll coach you through your business setup, guide you to achieve set revenue benchmarks, and mentor you on maintaining a high client and employee satisfaction score.

3. High-Quality Care Standards

The success of a senior care franchise is directly tied to the quality of care provided. Therefore, look for a franchise with a strong reputation for delivering high-quality care, rigorous standards for hiring and training caregivers, and regular quality assurance checks.

A Place At Home franchisees nationwide rank among the top caregivers in Home Care Pulse’s “Best of Home Care” awards. These rankings prove that the brand is dedicated to quality, professionalism, and expertise in home care. The awards are based on clients’ unfiltered feedback.

4. Multiple Revenue Streams

Offering multiple revenue streams allows senior care franchises to increase profits. Look for a franchise that provides a range of services, from home health care to hospice care or memory care. This not only provides additional revenue streams but also ensures that you can meet the evolving needs of your community.

A Place At Home franchisees look to guide their clients through the aging journey, allowing owners to earn from multiple home care revenue streams. It starts with in-home senior care. Then you can offer care coordination, assist in finding senior living alternatives, and help local facilities maintain staffing levels.

5. Strong Local Market

Finally, senior care franchises succeed most in areas with a strong demand for senior care services. Look for a franchise that has done its homework on local market trends and demographics and has a proven track record of success.

Territories are available across the country for A Place At Home. Every territory has at least 40,000 qualified senior residents for your potential client base.

Invest with A Place At Home

We’re a younger brand with immense room for growth. Our franchisees follow a senior-focused care model that allows them to provide a unique service in their community. The senior care industry is rapidly growing; jump in now by submitting a franchise form today.

Franchise Royalty Fees: Are They Negotiable?

Learn everything you need to know about franchise royalty fees and where the money goes. Depending on the franchise, sometimes franchise royalty fees can be negotiable.

What Are Franchise Royalty Fees?

Simply put, they’re a percentage of your revenue that you pay to the franchisor in exchange for the right to use their brand name, products, and systems. In other words, it’s the cost of doing business as a franchisee.

Franchise royalty fees typically range from 4%-8% of your gross sales but can be as high as 12% or more, according to the Small Business Association. The exact percentage will vary depending on the franchisor and the industry. For instance, a food franchise is typically a high-volume business, which means a lot of customers purchase a lot of individual items. Because their revenues tend to be higher than other industries, they typically have a lower royalty fee percentage.

In contrast, another type of business, like a consulting franchise, doesn’t experience as high of a revenue volume, so their royalty fee percentage may be 10%. Then others fall in the middle, such as senior in-home care franchises such as A Place At Home.

Depending on the agreement, you’ll report your gross sales to the franchisor every month or quarter. They’ll then deduct the agreed-upon percentage from your revenue, leaving you with your net sales. Some franchises may charge a flat fee instead of a percentage, while others may have various rates for different types of products or services. In some cases, the franchisor may also require you to pay additional fees, such as marketing or technology, on top of the royalty fee.

It’s important to note that royalty fees are not the same as the franchise fee. Franchise fees are a one-time payment you make to the franchisor when you first sign on, whereas royalty fees are an ongoing cost.

Why Do I Have to Pay Royalty Fees?

As a franchisee, you’re essentially buying into a proven business model. The franchisor has already worked hard to develop a successful brand, create effective systems and processes, and build a customer base. You’ll get the right to use the franchisor’s brand name and logo, which can be a considerable advantage in a crowded marketplace. Perhaps most importantly, you get ongoing support and training from the franchisor, which can help you succeed in the long run. You’re essentially paying for the right to use all that hard work and leverage it will better position yourself for success than starting from scratch.

Are Franchise Royalty Fees Negotiable?

Franchisors are typically reluctant to negotiate their royalty fees, as they’ve already set them at a level they believe is fair for both parties. However, if you have a strong case for why you should pay less, it’s worth bringing it up with the franchisor and seeing if they’re open to negotiation. For example, if you believe you’re opening a less profitable location, they may lower the royalty expenses.

It’s also worth noting that some franchisors may offer discounts on royalty fees for specific situations, such as if you open multiple locations or are a veteran. Other franchisors, like A Place At Home, offer a sliding royalty fee structure. So, the more revenue you earn in one year, the lower your royalty percentage is. Their current royalty structure is as follows:

  • 5% – up to $999.99
  • 0% – $1 million to $1.5 million
  • 5% – + $1.5 million in sales

If you’re looking to try to get out of paying royalty fees altogether, don’t bother. These fees are a crucial part of the franchise business model and are typically a percentage of your gross sales. They provide the franchisor with ongoing revenue and help to cover the costs of continuing support services, such as marketing, training, and operations. While some franchisors may be willing to negotiate their royalty fees, it’s unlikely that you’ll be able to avoid paying them entirely. So, when considering a franchise opportunity, be sure to factor in the cost of royalty fees to ensure that it fits within your budget.

Red Flags to Watch for With Royalties

While lower royalty fee rates are great, experts at Forbes warn that if a franchisor is pushing for higher up-front costs with significantly lower royalty rates, that’s a red flag. This can be a sign that the franchisor is just looking for short-term cash flow and that they might not provide the best ongoing support.

You should also be suspicious if the franchisor is too eager to offer discounted royalty fees. Forbes says there are some sufficient reasons why they might offer reduced royalty fees, such as being a new franchise or trying to get a specific market to sell. But otherwise, if an established brand is overly willing to offer you a discount on their royalties, experts say it could be a sign they’re in financial trouble and need to sell territories.

Affordable Senior Care Franchise Opportunity: A Place At Home

Our senior-focused franchise offers various services for seniors who want to age in place, find a living facility when it comes time for extra assistance, and help facilities keep their staff numbers at the required amount. Along with our other home care franchise costs, we keep our royalty fees lower because we believe in supporting our franchisees and helping them grow their businesses. As mentioned above, we lower the rate as you earn more revenue. Experts cite the industry average for royalty fees as 5%, so our top performers are actually paying lower than the industry average.

A Place at Home is committed to helping our franchisees succeed by providing affordable and flexible royalty fees and ongoing support and training. By doing so, we believe we can build a strong network of franchisees passionate about providing quality care to seniors in their communities.

Ready to get started and join our franchising team? Submit a franchise form

How to Start a Non-Medical Home Care Business in 5 Steps

Revised on 11/18/2025

Eager to join the home healthcare market? You’re in good company. The U.S. home healthcare industry generated an estimated $162.35 billion in 2024, with projections reaching $284.3 billion by 2030—driven in part by the growing demand for non-medical care at home.     

First, understand how non-medical home care differs from medical services. Then, learn how franchising with A Place At Home can help you achieve your business goals with a proven model and purpose-driven mission. 

Why Start a Non-Medical Home Care Business?

Medical home care typically requires licensed professionals to deliver skilled nursing services. However, non-medical home care focuses on helping clients with everyday tasks such as bathing, dressing, transportation, and companionship.  

Learn why starting a non-medical home care business may be the right move for you:  

  • Lower barrier to entry: Non-medical businesses don’t require a medical background or expensive clinical staff. This reduces both startup and ongoing labor costs. 
  • Simplified compliance: While some licensing is required, non-medical home care isn’t subject to the same strict regulations as medical providers, making set-up and operations much easier. 
  • Wider client base: These services are ideal not just for aging adults, but also for people recovering from surgery or managing long-term disabilities who don’t require skilled nursing. 
  • Scalable model: You can grow your client list and expand services without needing to invest in costly medical equipment or additional credentialed staff. 
  • Surging demand: According to the Population Reference Bureau (PRB), the number of Americans ages 65 and older is projected to grow by 42% by 2050. Many of these individuals prefer to age at home, making non-medical care an essential service. 

A more accessible model for entrepreneurs, non-medical home care presents itself as a strong investment option within the overall rapidly growing home care industry.  

5 Steps on How to Start a Non-Medical Home Care Business

Starting a non-medical home care business requires careful planning and attention to detail, but it can be a rewarding and successful venture with the right approach. By following these steps on how to start a non-medical home care business, you can build a thriving, but meaningful, business. 

1. Develop a Business Plan

Before starting your business, you need to develop a comprehensive business plan. This plan should describe your services, target market, financial projections, marketing strategy, and staffing plan.  

2. Obtain Necessary Licenses and Permits

Non-medical home care businesses may be subject to licensing requirements at the state or local level. Check with your state’s licensing board to determine what licenses and permits you need to obtain to start your business. 

3. Hire and Train Staff

You must hire and train competent and compassionate staff to deliver high-quality care for your clients. Develop a thorough hiring process and offer ongoing training to ensure your team has the skills and knowledge necessary to provide the best possible care. 

4. Develop Policies and Procedures

Developing policies and procedures for your business is essential to ensure consistency and quality of care. Your policies and procedures should cover areas such as client assessment, care planning, record keeping, and employee conduct. 

5. Build Referral and Marketing Networks

Establishing strong relationships with referral sources—such as hospitals, rehabilitation centers, and doctor’s offices—is key to growing your client base. Pair this with a strategic marketing plan that includes online advertising, direct mail, and community events to raise brand awareness and promote your services effectively. 

Let A Place At Home Help You

Don’t let yourself become overwhelmed with the steps on how to start a home health agency. Instead, let A Place At Home help you build a successful business. 

Our in-home care franchise is a lower-investment opportunity with high-profit potential. With us, in-home care isn’t your only revenue stream, either. You can offer professional care planning, assist clients in finding a senior living alternative, and help assisted living residences, memory care centers, rehabs, and other long-term care communities maintain staffing. 

By partnering with us, you’ll get access to our proven business model that’s already been successful in several other markets. You’ll also undergo initial training in all aspects of the business, from marketing to operations, and have access to ongoing support from the A Place At Home team. When you franchise with us, you can trust that we have your back.  

Learn more about owning a home care franchise by connecting with us and submitting a franchise form. Someone from our team will then be in touch to set up an introductory call.  

Senior Living Industry Outlook in 2023 & Beyond

The global senior living market is projected to grow by $91.37 billion over the next five years, according to Technavio. This isn’t a surprise, as the U.S. Department of Health and Human Services says 10,000 people turn 65 every day.

The senior living industry has shifted after the pandemic. Demand for nursing homes has fallen while at-home care and assisted living continues to soar. Find out why.

Current Trends in the Senior Living Industry

Seniors are looking to “age in place,” or stay in their homes as long as possible. An AARP survey found that 77% of adults 50 and older want to remain in their homes for the long term. Among the reasons is the financial burden it can put on their loved ones if they move into a nursing home. This trend alters the industry by increasing the demand for at-home care services.

Senior home occupancy is on the rise, with the National Investment Center for Seniors Housing & Care reporting in the fall of 2022 that senior housing occupancy was 82.2%. That’s the fifth straight quarter of increases, with a total of a 4.3% increase from the lowest point during the COVID-19 pandemic. Researchers say while that occupancy is less than optimal, the number of seniors needing housing and care will only grow.

Another trend in the industry is an emphasis on chronic conditions and preventative care. Nearly 95% of seniors have at least one chronic condition, and almost 80% have two or more.

Seniors are also looking for more programming in their communities, whether they’re in an independent living center or a nursing home. They want programs that will improve their quality of life and all-around wellness. These programs could include fitness classes, healthy meals, or planned social activities.

Lastly, an unfortunate trend expected to continue throughout 2023 is staffing shortages, especially among nurses. In an American Health Care Association survey in June of 2022, 60% of nursing homes will limit the number of new occupants due to staffing shortages. Nearly all nursing homes are having trouble hiring new team members and asking current employees to work overtime.

Nursing Homes Struggling

The demand for nursing homes is dropping. More families are turning to in-home care for assistance instead of putting their loved ones into senior living facilities. Concerns about cost,  risk of infection, and the level of care are driving factors toward this shift. SeniorLiving.org finds the monthly median cost for a nursing home ranges between $7,908 to $9,034, while the monthly median price for an assisted living facility is around $4,500.

Nursing homes are facing significant financial struggles. In 2022, the Centers for Medicare & Medicaid Services found that 129 nursing homes closed in the country. However, that number is probably lower than the actual count because experts say government reports are slow at keeping up with closures. Aiding the financial struggles is inflation. The rising costs of supplies and food are eating away at profit margins. In addition, nursing homes are having to increase staffing wages to attract and retain talent.

Hiring challenges also affect how many residents they can accept. So, if they’re short-staffed and can’t take more patients, then they have rooms sitting empty.

Benefits of Opening a Home Care Franchise Like A Place At Home

Besides the shift towards in-home care, there are many other benefits to opening an in-home care franchise. First, the startup costs are significantly lower because you don’t have to buy or rent a large facility. Instead, you just need a small office to hold consultations and meet with your staff. Inflation doesn’t affect you as much because you’re not supplying food for your clients.

If you don’t have the caretakers, you just don’t accept as many clients, but you’re not losing as much money as if you were running a facility and having rooms sit empty. However, a business like A Place At Home is easily scalable; you can add staff as your client list grows.

Plus, in-home care is often considered a long-term option, while nursing facilities are usually short-term. Families enjoy at-home care for the one-on-one service they receive from your caregivers, compared to a nursing home where a nurse could have multiple patients they’re looking after.

If you’re looking into how to start a non-medical home care business, let A Place At Home help. We have a proven business model that can guide you to success within the senior living industry. Learn more by submitting a franchise form.

Caregiver Shortage is Driving Demand for Home Care Businesses

Behind the Shortage

The senior population is rapidly growing, with 10,000 Americans turning 65 daily. Many of them will eventually need assistance even with daily living activities such as laundry or grocery shopping, let alone those that need medical help.

The country has struggled to meet the caregiver demand since the onset of the COVID-19 pandemic, as millions of caretakers have left the field for various reasons. On top of that, now, with the increasing population, the United Disabilities Services Foundation (UDS) expects the national caregiver shortage to reach 151,000 by 2030 and 355,000 by 2040. On average, more than 700,000 caregiving positions are expected to open each year through 2032, according to AARP.

Why is the Demand for Caregivers Growing?

More people are aging alone. Solo agers are single, divorced, widowed, childless, or their children live far away. This group of seniors requires caretakers, especially if they want to remain in their homes for as long as possible. The National Poll on Healthy Aging finds that 88% of adults aged 50 to 80 want to age in place.

Besides the growing senior population and the desire to age in their home, Global Coalition on Aging finds that caregiver turnover rates range from 40% to 60%. Common reasons caregivers leave the field include low pay, lack of respect, need for benefits, and limited potential for professional growth. On top of that, the work of a caretaker is extremely demanding. Clients will have a variety of needs. In addition, they could be dealing with personality-altering diseases such as Alzheimer’s. It can all be overwhelming and strenuous sometimes, leading caregivers to experience burnout.

Solving the Caregiver Shortage Crisis

Companies are looking for ways to retain their caregivers and recruit new ones so they can take on more business. AARP finds that workers seek incentives like better pay, sign-on bonuses, more attractive benefits, and career advancement opportunities. While UDS finds that caregivers are looking for society to elevate their perception of their career choice, provide them with respect, and be considered a part of the healthcare ecosystem.

Along with career advancements comes the desire for more training and educational programs. The software company Home Care Pulse finds that agencies that offer their caretakers at least eight hours of orientation training and 12 hours of ongoing training see an increase of more than $700,000 in revenue compared to those that provide the minimum number of hours for compliance. Training sessions also decrease the chance of a 90-day turnover. This can save you time and money by not constantly replacing caregivers. As a potential business owner, why would you skip out on an opportunity to increase your revenue and workforce?

Why is Now a Good Time to Enter the Home Care Market?

Don’t let the worry over the caregiver shortage scare you away; the other home care industry trends make now the perfect time to join the growing industry. First off, the global home healthcare market was worth $301 billion in 2021 and is expected to reach $813 billion by 2028, according to SkyQuest Technology Consulting. Following some of those solutions to solve the caregiver shortage can help you recruit and retain workers. Another way that can help you is opening a non-medical home care franchise like A Place At Home. This allows you a larger pool of caregivers to hire from.

Statistics show that home care agencies are growing. Home Care Pulse reports that providers recently experienced the highest client growth in four years, with median revenue also increasing.

The demand will only increase for in-home care as the senior population grows. A non-medical care business also allows you to work with your clients for the long term, whereas medical care is typically short-term.

Start an A Place At Home Franchise

Join the thriving industry with a franchise experiencing an average of nearly 92% overall caregiver satisfaction rate. We’re built on a senior-focused care model that provides a complete service model, from in-home care to care coordination, finding senior living alternatives, and helping those facilities with staffing solutions. Learn more about your next franchising opportunity by submitting a franchise form.

8 Home Care Marketing Ideas To Get More Clients

Home Care Marketing

A successful business doesn’t rely solely on a single marketing method. Instead, they incorporate online and offline avenues to bring in new clients. Learn how to get more home care leads with these effective home care marketing ideas as part of your offline and online marketing strategy.

1. Digital Marketing

This marketing idea incorporates several methods, including Facebook ads, Google ads, and Google My Business. Digital marketing focuses on meeting your target audience where they spend time: online, on their phone, and using social media.

Google ads is a pay-per-click advertising system, which means you only pay when someone clicks on the ad. You target a keyword, so when consumers search that word, your agency appears at the top of the search result page.

Other methods with Google include creating a Google My Business Profile. This free profile allows your business to appear on Google searches and Google Maps. Marketing experts recommend that you provide as much information as possible with your profile to yield the best results. For example, include as many contact methods as possible, such as phone number, website, and physical address. Be sure you regularly update your profile with the correct hours, new photos, and posts.

2. Improve Site Ranking with SEO

Search engine optimization (SEO) is how you increase your website ranking online. The quality and quantity of online content that targets what people are searching for, causes your ranking to rise in search engine results which increases your brand exposure. You can achieve this through the language you use on your website and key topics you target in blogs. The best part is this creates organic search results which means you don’t pay for them. It is important to provide quality content that answers questions your target audience is searching for, while also utilizing the keywords sufficiently.

3. Referrals: Client & Professional

Client referrals are key. According to Home Care Pulse’s 2021 Home Care Benchmarking Study, 73% of revenue in one year came from client referrals. In addition, you can encourage current clients to refer you to their friends and family by offering a referral discount.

You can build a network of professional referrals by connecting with other healthcare professionals in the community, such as physicians, hospitals, senior care homes, and physical therapists. The relationship should be neutral, where you refer your clients to them, and they refer their clients to your home care agency.

4. Take Part in Community Events

Put yourself in front of potential clients by participating in community events such as 5k walks and runs, fairs, or sponsoring sports teams. At these events, you can also offer prizes to people who fill out an information form that you use to contact them later. Print brochures and other branded items can also be used to build awareness of the home care services you provide.

5. Hold Community Education Sessions

Sharing your knowledge on senior in-home care with your neighbors is also a method of marketing yourself as an expert in the industry and increases consumer confidence in your agency. You can do this in person or online. Holding these kinds of sessions will put your name in front of potential customers. You can also partner with a physician and hold a Q&A session on topics such as senior safety, disease prevention, or signs of diseases like Alzheimer’s. When people RSVP to the events, they will share contact information so you can reach out to them after the event.

6. Encourage Reviews

Encourage and incentivize your customers to leave reviews on various sites such as Google, Yelp, and Facebook. CareAcademy found that for every one-star increase a business earns on Yelp, it sees a 5%-9% increase in revenue. Meanwhile, a five-star review increases customers’ likelihood of purchasing the product or service by 270%.

7. Pitch Yourself to Local Media

Another free home care marketing strategy includes pitching yourself to local news outlets. Have an impactful caregiver story to share? Pitch it to the media as a feature. Hosting an educational event? Share it with the media for free promotion!

8. Utilize Lead Generating Sites

Included in your marketing strategy should be listing your agency on lead-generating websites like AgingCare.com, Caring.Com, and CareinHomes.Com. These are some of the top sites consumers trust to find a quality home care agency.

Stay Relevant with A Place At Home

Most importantly, support your home care marketing ideas by providing top-notch, compassionate care and services that make you stand apart from your competitors. By joining A Place At Home franchise, we can help you do just that.

With one of the most comprehensive franchise training programs in the industry, we detail how to market your franchise successfully. Plus, our national brand recognition will automatically give you a leg up when entering the market.

Submit a franchise form to begin the process.

What Makes Non-Medical Home Care Businesses Profitable?

Non-medical home care business profits

Revised on 11/18/2025

How to Start a Non-Medical Home Care Business with High Growth Potential

With an aging U.S. population, a rise in chronic conditions, and an overwhelming desire to age in place, starting or owning a non-medical home care business can be a lucrative opportunity. Explore what makes these types of businesses profitable and how investing in a senior care franchise can give you a leg up in a competitive industry.  

What Drives Profitability in Non-Medical Home Care?

The profitability of non-medical home care agencies can vary significantly, but there are many factors that contribute to your bottom line:  

  • Aging population: According to the Population Reference Bureau (PRB), the number of Americans ages 65 and older is predicted to increase by 42% from now until 2050. With more senior citizens, there’s a growing demand for high-quality care services.  
  • Rise in chronic conditions: The Centers for Disease Control and Prevention (CDC) estimates that 129 million people in the U.S. have at least one major chronic illness. Of those 129 million, 42% have two or more and 12% have at least five. These individuals, if they don’t already, will eventually need some kind of long-term care during their lifetime.  
  • Working caregivers: Family caregivers are feeling the strain of helping aging parents while working and raising their own children. In fact, 27% of working caregivers have changed from full-time to part-time work to accommodate the demands of caring for a loved one.  
  • Preference for aging in place: Results from a recent AARP survey found that 75% of adults aged 50 and older want to remain at home while they age. Another 73% said they wish to stay in their current communities for as long as possible. 

These trends are helping home care franchise owners experience growing client bases, steady referrals, and recurring service needs.  

Non-Medical vs. Medical Franchises

While they may sound similar to each other, non-medical and medical franchises have significant differences in how they operate.  

Fewer Regulations

Non-medical franchises have less hoops to jump through. Even if your state requires a license for your business, there aren’t as many regulations to follow compared to a medical franchise. You also don’t have to deal with insurance companies paying you for services. Instead, your clients pay you out of pocket. Additionally, neither you nor your employees need complex medical credentialing, making it easier to find qualified care staff members. 

On the flip side, medical franchises require registered and licensed practical nurses, physical therapists, clinical supervisors, and other skilled medical professionals. 

Lower Overhead Costs

The overhead costs for a medical franchise are higher than those of a non-medical business. To start, the professional staffing required for medical care is more expensive than simply hiring caregivers. Plus, medical customers typically require more consistent, if not daily, care. Compare that to non-medical clients, where companionship services are only for a couple hours a day, a few days a week. 

Consider, too, that your professional liability insurance premiums are lower for a non-medical business than for a medical one. Plus, you require fewer supplies for non-medical home care. 

Why Franchise with A Place At Home

The A Place At Home business model is designed to help franchisees generate multiple streams of revenue. Instead of offering just one service—such as in-home care—we offer four core services:  

  1. In-home senior care  
  2. Care coordination  
  3. Senior living alternatives  
  4. Staffing solutions

Through our senior-focused care model, we provide a continuum of services, which allows us to become trusted partners to our clients.  

Our franchise opportunity is affordable, with startup costs ranging from $91,195 to $166,012, including our initial franchise fee of $49,500. To qualify, interested franchise candidates must have a net worth of $250,000 and at least $50,000 in liquid assets.  

With lower overhead, private-pay revenue, and multiple service lines, our franchise model is designed to deliver a faster path to ROI compared to more complex healthcare businesses. 

To learn more about how to start a non-medical home care business, what territories are available for investment, and why A Place At Home may be the right choice for you, fill out our franchise inquiry form today.