How to Start a Senior Care Business: 6 Skills That Transfer

If you’re considering leaving the corporate world to become a business owner, you may be wondering whether your experience will translate to a completely different industry. And if you’re researching how to start a senior care business, one question may be top of mind: Do you need healthcare experience?

The answer? Not necessarily. Owning a senior care franchise is different from providing care directly to clients. As a franchise owner, your responsibilities center on leading your team, managing operations, building relationships, and growing your business—meaning many of the skills you’ve developed throughout your career can carry into franchise ownership.

What Matters More Than Healthcare Experience?

You don’t need to be a doctor, nurse, or professional caregiver to own A Place At Home franchise.*

A senior care franchise owner focuses on the business behind the care provided. That may include recruiting and managing employees, developing referral relationships, overseeing finances, marketing the business locally, and ensuring daily operations run effectively.

Of course, entering a new industry still comes with a learning curve. That’s where the franchise model is designed to help. Rather than building an unfamiliar business model from scratch, you start with established systems, training, resources, and ongoing support.

Your previous experience brings the skills. The franchise system provides the training and resources to help you apply them to senior care.

6 Transferable Skills for Senior Care Franchise Ownership

Your current career may look very different from senior care, but the skills you use every day could be more relevant to franchise ownership than you think.

1. Leading and Developing People

If you’ve managed a department, supervised employees, hired team members, or coached people through challenges, you already understand one of the most important parts of business ownership—leadership.

As a senior care franchise owner, you’ll need to recruit, manage, and retain a team capable of providing dependable service to clients and families. That requires setting expectations, developing employees, building a positive culture, and holding people accountable.

2. Understanding Financial Performance

Managing a budget, reviewing financial reports, controlling expenses, or making decisions based on performance data are all skills that transfer to business ownership.

As an owner, you’ll need to understand what’s happening financially within your business. Monitoring sales and expenses, managing payroll and other costs, reviewing key performance indicators (KPIs), and using financial information to guide your decisions will become important parts of managing your business.

You don’t need to know every financial detail of the senior care industry from the jump. But being comfortable with numbers and understanding how financial decisions affect a business can give you a valuable starting point.

3. Building Referral Relationships

If your career has involved sales, business development, account management, or networking, you’re already aware of how important relationships are to business growth.

Senior care franchise owners build connections throughout their communities. Depending on the business, those relationships may include families, healthcare professionals, senior living communities, local organizations, and other referral sources.

Knowing how to introduce your business, earn trust, maintain relationships, and stay connected with your local market can translate directly to business ownership. Those same relationship-building skills can also be valuable for entrepreneurs interested in adjacent areas of healthcare, such as starting a healthcare staffing agency.

4. Following Established Systems

Corporate experience often teaches you how to work within established processes and systems, which is equally relevant to franchising. While you own and operate your own local business, you also must follow the systems and processes developed by the franchisor.

If you’re comfortable using proven procedures, adopting new technology, tracking performance, and working within brand standards, you already have experience that can help you adapt to a franchise system.

Following a playbook doesn’t eliminate the need for your leadership. It simply gives you a framework for applying it.

5. Problem-Solving Under Pressure

Business ownership doesn’t always go according to plan, and that’s OK.

An employee may call out. A client may have a concern. A schedule may need to change. You might be asked to make an important decision with limited time and information.

These things happen. However, if your career has taught you how to evaluate a problem, communicate with the people involved, and determine the next step without losing sight of the bigger picture, that experience can serve you well as a franchise owner.

In senior care, where owners are responsible for managing people and relationships, being able to respond calmly and thoughtfully when challenges arise is incredibly valuable.

6. Communicating with Empathy and Authority

Senior care is a people-centered business. Owners interact with employees, clients, families, referral partners, and members of their community, often in situations where trust matters.

Having strong communication skills means knowing how to listen as well as expressing yourself clearly. You may need to explain expectations to an employee, respond to concerns from a family, work through an issue with a referral partner, or have a difficult conversation with a member of your team.

If you’ve learned how to communicate clearly while remaining empathetic and professional, you’re bringing an important skill into senior care business ownership.

6 Skills That Transfer to Senior Care Franchise Ownership

How many are part of your professional toolkit?

1. Leadership — You know how to manage, coach, and develop people.
2. Financial Management — You’re comfortable using numbers to make business decisions.
3. Relationship Building — You know how to develop and maintain professional connections.
4. Following Systems — You can work within established processes while leading effectively.
5. Problem-Solving — You can make thoughtful decisions when challenges arise.
6. Communication — You know how to listen, set expectations, and lead difficult conversations.

Turn Your Experience Into Senior Care Business Ownership

Transferable skills can give you a foundation for business ownership, even if you’re new to the senior care industry.

With A Place At Home, franchise owners receive training designed to prepare them for the business model, including areas such as operations, recruiting, marketing, financial management, and business development. You also have direct access to established systems, technology, resources, and ongoing support as you operate your local business.

If you’re exploring franchise ownership without prior healthcare experience, A Place At Home offers an opportunity to apply your leadership and business experience within a growing senior care industry while serving seniors and families in your community.

Ready to see how your business experience could translate to senior care franchise ownership? Fill out our franchise inquiry form to learn more about senior care franchise opportunities with A Place At Home and connect with our franchise development team.

*A Place At Home does not require franchise owners to be clinicians. State requirements may vary.

How to Start a Healthcare Staffing Agency: A Step-by-Step Guide

If you’re interested in entrepreneurship within the healthcare industry, starting a healthcare staffing agency may be one business opportunity worth exploring. Healthcare staffing agencies connect qualified professionals with organizations that need additional support, creating an important link between healthcare employers and the people they need to serve their patients and clients.

But there’s more to starting an agency than just recruiting healthcare professionals and finding organizations that need them. As a potential owner, you’ll need to establish your business, understand applicable regulations, develop recruiting and credentialing processes, build client relationships, and put systems in place to manage daily operations.

If you’re researching how to start a healthcare staffing agency, understanding these responsibilities—and the different paths you can take to business ownership—can help you determine whether the opportunity is right for you.

How to Start a Healthcare Staffing Agency in 7 Steps

Healthcare staffing is a substantial and growing industry. The global healthcare staffing market was valued at approximately $48.1 billion in 2026 and is projected to reach $87.6 billion by 2035, growing at a compound annual growth rate (CAGR) of 6.9%.

However, even with strong growth on the horizon, starting a healthcare staffing agency requires careful planning. Although the exact process will depend on factors such as where you operate, the professionals you place, and the organizations you serve, these seven steps can provide a general framework.

1. Define Your Local Market and Staffing Focus

Before starting your staffing agency, determine who you plan to serve.

Consider the types of healthcare professionals you want to recruit, the organizations you want to work with, and the geographic area your agency will cover. You may decide to focus on a particular type of healthcare professional or serve several types of organizations in your market.

Researching local demand and existing competitors can also give you a clearer picture of where your agency may fit within the market.

2. Develop a Business Plan

Once you’ve established your target market, you’ll need to draft a business plan that outlines how your agency will operate.

Within your plan, you should address:

• The healthcare organizations and professionals you intend to serve
• Your staffing and placement model
• Startup and ongoing business expenses
• Pricing and revenue structure
• Recruiting and marketing strategies
• Technology and operational needs
• Short- and long-term business goals

A thoughtful business plan gives you a framework for making decisions as you move from the idea stage toward opening your agency.

3. Establish Your Business and Research Applicable Requirements

You’ll need to take the necessary steps to legally establish your business. Depending on your location and business structure, you may need to select a business entity, register your business, obtain tax identification numbers, and complete other state or local requirements.

Healthcare staffing can also involve additional licensing, employment, credentialing, and regulatory considerations. Requirements vary by state and can depend on the type of staffing services you provide.

Before operating, research the rules that apply in your market and consider consulting legal, financial, or regulatory professionals.

4. Secure Appropriate Business Insurance

Insurance is an important factor for any business, but especially when starting a healthcare staffing agency. The coverage your agency needs will depend on factors such as your business structure, staffing model, state requirements, and the types of professionals you place.

Coverage may include general liability, professional liability, workers’ compensation, and other business insurance.

An insurance professional familiar with healthcare staffing can help you understand the coverage that may apply to your specific operation.

5. Develop Recruiting and Credentialing Processes

Healthcare staffing agencies depend on their ability to consistently identify qualified professionals and match them with appropriate assignments.

As a potential owner, you’ll need to create a recruiting strategy that identifies where you’ll find candidates, how you’ll evaluate applicants, and how you’ll maintain relationships with healthcare professionals within your network.

You’ll also need procedures for verifying applicable licenses, certifications, qualifications, background information, and other credentials. Depending on your staffing model and requirements, credentialing may continue throughout a professional’s relationship with your agency rather than occurring only during initial recruitment.

6. Build Relationships With Healthcare Organizations

Recruiting healthcare professionals is only one part of the business. You’ll also need to partner with organizations that need your services.

Create a strategy for reaching healthcare organizations within your target market. Learn about their staffing needs, establish relationships with decision-makers, and determine how your agency can provide value when staffing needs arise.

Building strong relationships on both sides of the business can contribute to a reliable network of clients and healthcare professionals.

7. Put Your Operational Systems in Place

Before accepting assignments, consider how you’ll manage the moving parts of your agency.

Depending on your business model, you may need systems for:

• Applicant tracking and recruiting
• Credential management
• Scheduling
• Payroll and billing
• Client and employee communication
• Documentation and recordkeeping
• Compliance processes
• Business performance tracking

Implementing these systems before your agency starts making placements gives you a stronger operational foundation.

What Are the Challenges of Starting a Healthcare Staffing Agency?

Like any business, starting a healthcare staffing agency can create opportunities—but it also comes with significant responsibilities. Understanding the challenges before investing can give you a more realistic idea of what ownership requires.

A major responsibility is recruitment. Your ability to serve organizations directly depends on having qualified professionals available when staffing needs arise.

Recruiting qualified healthcare professionals continues to be a persistent challenge across the industry, which is why many healthcare organizations turn to staffing partners. According to NSI Nursing Solutions’ 2026 National Health Care Retention & RN Staffing Report, the hospital turnover rate stands at 18.5%, with registered nurse turnover at 17.6% and the national RN vacancy rate at 8.6%.

Other potential challenges include:

• Building relationships with healthcare organizations and establishing a client base
• Verifying credentials and maintaining appropriate documentation
• Managing scheduling and changing staffing needs
• Keeping up with applicable regulations and requirements
• Managing payroll, billing, and cash flow
• Competing with other staffing providers
• Hiring or delegating as your business grows

Is a Healthcare Staffing Agency Right for You?

You don’t necessarily need a healthcare background to own a healthcare staffing agency. Depending on the business model, your role may center more on leadership, recruiting, relationship building, operations, and business development than providing healthcare services directly.

A healthcare staffing agency may be worth considering if you’re comfortable:

• Building relationships
• Recruiting and leading people
• Following detailed systems and processes
• Managing multiple priorities
• Working within a regulated industry
• Developing a business over time

You’ll also need to decide how much of the business you want to develop on your own. Some entrepreneurs prefer the flexibility of creating their own brand, selecting their own systems, and developing their own processes. Others may prefer joining the industry through a nursing or senior care franchise with an established business model and support system already in place.

Starting Independently vs. Joining a Franchise

Should you choose to start your staffing agency independently, you are solely responsible for developing the business from the ground up. However, franchising offers a different path. Rather than building every aspect of the business yourself, you operate within an established brand and business model and receive resources and support from the franchisor.

Quickly compare both options below:

Consideration	Independent Business	Franchise
Brand	Develop your own brand and reputation	Operate under an established brand
Business model	Create your own systems and processes	Follow a proven operating model
Training	Research or develop resources independently	Receive structured training from the franchisor
Technology	Research and select platforms	Access systems and technology through approved vendors
Marketing	Create your own strategy and materials	Access brand marketing resources and support
Operations	Build processes from scratch	Follow existing processes and procedures
Support	Develop your own professional network	Access franchisor support and a franchisee network

It’s important to note that neither option removes the responsibilities or risks associated with starting a business. The right option depends on your experience, goals, and how much structure and support you want as you grow your business.

If you value an established model and ongoing support, exploring a home care franchise may introduce you to opportunities that extend beyond staffing alone.

Go Beyond Staffing With an A Place At Home Senior Care Business Franchise

If healthcare staffing interests you, you may also want to consider whether a broader senior care business model aligns with your goals.

A Place At Home gives franchise owners the opportunity to serve seniors and families through a continuum of care rather than focusing exclusively on staffing. Our senior care franchise model includes in-home care, care coordination, senior living alternatives, and staffing solutions. This multi-service model gives franchise owners access to multiple revenue streams while allowing them to address a range of senior care needs within their communities.

As an A Place At Home franchise owner, you’ll also receive training, operational resources, marketing support, technology, and ongoing guidance designed to prepare you to operate the business. Instead of creating every process and system independently, you have an established framework to follow as you build your local business.

Ready to learn more? Fill out our franchise inquiry form to receive more information about our senior care franchise opportunities and connect with a member of our franchise development team.

Frequently Asked Questions About How to Start a Healthcare Staffing Agency

Have questions about what it takes to own a healthcare staffing agency? Fortunately, we’ve got answers.

How Does a Healthcare Staffing Agency Make Money?

Generally, healthcare staffing agencies earn revenue by charging client organizations for staffing or placement services. The specific pricing model varies based on factors such as the type of placement, professional being placed, contract terms, and services the agency provides.

What Types of Professionals Can a Healthcare Staffing Agency Place?

Staffing agencies may work with nurses, nursing assistants, allied health professionals, physicians, pharmacy personnel, laboratory staff, and other clinical professionals. Some agencies specialize in particular professions or healthcare settings, while others serve a broader range of staffing needs.

What Is the Difference Between a Healthcare Staffing Agency and a Home Care Agency?

A healthcare staffing agency recruits and places healthcare professionals with organizations that need additional staff. A home care agency provides care and support directly to individuals in their homes. While the business models are different, some senior care companies offer both services. For instance, the A Place At Home business model includes in-home care, care coordination, senior living alternatives, and staffing solutions.

What Is the Employment Outlook for the Healthcare Industry?

Demand for healthcare workers is expected to remain strong. The U.S. Bureau of Labor Statistics projects healthcare occupations will grow much faster than the average for all occupations from 2025 to 2035, with about 1.9 million openings projected each year, on average, due to employment growth and workers leaving their occupations.

What Does It Cost to Franchise With A Place At Home?

Our estimated initial investment ranges from $88,995 to $168,512, including our franchise fee of $49,500. Please refer to the 2026 Franchise Disclosure Document (FDD) for additional details. To qualify for an A Place At Home franchise, interested candidates must have a minimum net worth of $250,000 and at least $50,000 in liquid capital.

Contrary to popular belief, home care isn’t just a service business; it’s a relationship business. The bonds you build with patients and families, the partnerships you form with care providers, and the ties you create within your community all contribute to the success of your business.

New franchisees often wonder, “How will I generate a pipeline if I don’t know anyone?” Here’s the truth: home care franchises are rarely built on advertising alone. Instead, community relationships are your long-term referral engine.

Learn how building trust and local connections can help grow your elder care franchise.

Why Relationships Matter in Home Care

In short, home care is built on trust. Families often make care decisions during stressful or emotional situations, meaning they frequently rely on recommendations from healthcare providers, hospitals, discharge planners, and other trusted professionals.

By building strong relationships with these groups, franchise owners position themselves as credible, dependable resources within their communities. Over time, those connections can evolve into valuable referral partnerships that create consistent opportunities for growth. Strong community ties don’t just increase visibility—they help establish trust, strengthen your reputation, and support long-term success.

Networking vs. Building Real Healthcare Partnerships

So, what’s the difference? Fundamentally, there are some clear distinctions between networking and building long-lasting relationships. With networking, you attend events, hand out (and receive) business cards, and introduce yourself to others within your field. However, interaction typically stops once the event is over. Your business card may ultimately end up in a stack on someone’s desk.

Partnerships are different. Real healthcare partnerships are built through consistency, trust, and ongoing communication. Rather than just introducing yourself once, you become a dependable resource that others can confidently recommend to families in need.

Over time, hospitals, rehabilitation centers, assisted living communities, physicians, and discharge planners begin to recognize your commitment to supporting older adults and their families. These relationships are built gradually, but they often create stronger, more sustainable referral opportunities than one-time networking interactions.

How Referral Pipelines Are Built When You’re New to a Territory

While all of the above sounds great, there’s still one lingering question we haven’t answered. “What if you don’t know anybody?” Here’s the good news: most franchise owners don’t begin with an established network. Building a referral pipeline is less about who you know and more about consistently showing up and becoming a visible, trusted presence in your community. While community outreach can feel intimidating to franchise owners without traditional sales experience, many successful owners quickly learn it is less about “selling” and more about building relationships, offering support, and becoming a reliable local resource.

To grow your home care franchise, focus on relationship-building activities that create opportunities for ongoing connections. Research senior resource groups, attend community events, network with healthcare professionals, attend (or even host) educational seminars, and look for caregiver support groups. These touch points can gradually help establish a strong referral pipeline over time.

One of the most important tactics is connecting with your local Chamber of Commerce. Chamber organizations can introduce you to business leaders, healthcare professionals, and community organizations in your market. They also create opportunities to build genuine relationships and establish yourself as an active member of the community you serve.

Competing Against Established Providers with Deep Relationships

As the senior care industry continues to grow, you’ll likely have competition in your market. So, how do you stay ahead of them? The key isn’t to outspend them in advertising. Instead, focus on three simple things:

• Consistency: Show up regularly and stay engaged in your community. Attend events, follow up with contacts, and continue nurturing relationships over time.
• Trust: Healthcare professionals want to recommend providers they feel confident in. Delivering reliable service, maintaining open communication, and following through on commitments can help establish long-term credibility.
• Visibility: People can’t refer your services if they don’t know you exist. Participate in local events, join professional organizations, and maintain an active presence in your community. This way, you’ll stay top of mind when care needs arise.

How A Place At Home Supports Relationship-Based Growth

Building relationships in a new market can feel intimidating, especially if you’re starting from scratch. At A Place At Home, we understand that community connections don’t happen overnight. That’s why our support system is designed to help new franchise owners build meaningful relationships from the start.

Through our CARE training program, franchisees receive guidance that goes beyond day-to-day operations. Owners learn proven sales processes, referral development strategies, and community outreach techniques designed to establish a strong local presence.

But most importantly, we don’t approach growth as just generating leads. Instead, through our continuum of care, we help owners become trusted resources for families, health professionals, and community partners. By providing care through multiple life stages, we strengthen these relationships, which become the foundation for long-term, sustainable growth.

Get Started with A Place At Home

If you’re looking into business ideas that help the community, look no further than A Place At Home. Through joining our franchise brand, you’ll become a resource for your community. Offering in-home care, care coordination, senior living placement, and staffing solutions, you create local impact by helping people through life’s changes.

Learn more about our opportunities, our franchise story, and see if you make the ideal franchise candidate today.

“Our recession-resistant opportunity is one of a kind.”
“Join a recession-resistant market today.”
“With our recession-resistant business model, you’ll weather all economic challenges.”

Sound familiar? It’s common for brands to make claims that their business opportunity is recession-resistant. But how many of them actually are? As a potential investor, it’s normal for you to question claims regarding long-term demand.

However, there is one industry that doesn’t rely on what’s trending. Instead, it’s driven by demographic necessity. Elder care franchises are built around long-term demand tied to the realities of an aging population. Let’s take a practical look at what truly sustains demand for elder care franchises over time.

Why Elder Care Demand Continues to Grow

In the U.S. alone, 10,000 people turn 65 every day. Additionally, the number of older adults will more than double over the next several decades—representing over 20% of the population by 2050. With an overwhelming desire to age in place for as long as possible, demand for high-quality in-home care continues to rise.

At the same time, longer life expectancies are increasing the need for care over extended periods of time. This creates ongoing demand for senior care businesses that can provide reliable, flexible services as care needs evolve.

For investors, these trends represent more than temporary market growth—they point toward sustained, long-term demand within the elder care industry.

Is Senior Care Really Recession-Resistant?

It’s important to note that no business opportunity is completely recession-resistant. However, elder care franchises do tend to fare better than trend-driven businesses because demand isn’t tied to temporary consumer behavior. Instead, it’s tied to population reality.

As families navigate caregiving responsibilities for aging loved ones, many turn to professional care providers for support with companionship, personal care, transportation, and daily living assistance. Considering essential services instead of discretionary spending, many families will cut luxuries before reducing care support for their loved ones.

And while private pay clients may adjust the number of hours they use during periods of economic uncertainty, the underlying need for care doesn’t fade simply because the economy is struggling. This consistent demand is why many investors view the elder care industry as a more resilient opportunity.

The Stability of Referral-Based Growth

For senior care franchises, strong referral networks can create recurring business opportunities. Referrals from hospitals, rehab centers, assisted living communities, and discharge planners often provide a consistent pipeline of potential clients seeking ongoing care support.

Plus, these relationships are beneficial to both sides. Not only do elder care businesses get a steady stream of clients, but healthcare systems also benefit from reduced readmissions and improved continuity of care. Quality home care can support recovery, improve outcomes, and help older adults safely age in place for longer.

Over time, this referral network can become an important driver of long-term growth. As franchise owners build trust within their local healthcare communities, they strengthen their visibility and reputation—creating a more stable foundation for recurring referrals and sustained demand.

Why Multiple Revenue Streams Matter in Elder Care Franchises

While in-home care may be a consistently needed service, there are other opportunities within an elder care franchise. Offering services beyond in-home care, such as care coordination, senior living placements, and staffing solutions allows you to generate multiple revenue streams while simultaneously helping those who have different care needs.

Through this diversification, you accomplish a few things:

• Stabilize revenue: Diversified service lines can create more predictable revenue by reducing reliance on a single source of income.
• Reduce dependence on one service line: Should one area of your business start to struggle, there are multiple other services that can keep your business afloat.
• Support long-term scalability: By introducing additional services, you support continual growth that does not require additional locations or entry into new markets.

A Place At Home: Built for Long-Term Demand

At A Place At Home, our business model is designed around the realities of long-term senior care demand. Instead of focusing on one single service, our continuum-of-care approach allows our franchise owners to support families through multiple stages of the aging journey. From in-home care and care coordination to senior living alternatives and healthcare staffing solutions, our franchisees provide a well-rounded experience for every client.

Not only does our business model support the curation of multiple revenue streams, it also helps our franchise owners build stronger, longer-lasting relationships within their communities. As client needs evolve over time, our franchisees can continue supporting families through additional services instead of losing the relationship entirely.

Ultimately, A Place At Home is designed to support two equally important goals: meeting the growing needs of aging adults while helping franchise owners build a scalable, long-term business.

Get Started with A Place At Home

You may be wondering, “Is now a good time to start a business?” With A Place At Home, it certainly is. To learn more about our franchise opportunity, contact us today. Once we’ve received your inquiry, a member of our team will be in touch with you to discuss next steps.

Buying an Elder Care Business: 6 Factors Franchisees Should Compare

Buying an elder care business is a significant decision—one that goes beyond choosing a growing industry. From reviewing the Franchise Disclosure Document (FDD) to evaluating territory potential and startup costs, there are several factors that can impact your long-term success. Discover what to evaluate before buying a senior care business and why a franchise opportunity like A Place At Home could be your next best investment.

Why the Elder Care Industry Attracts Franchise Investors

In the U.S. alone, 10,000 people turn 65 every single day. By 2050, older adults will represent more than 20% of the population. With such strong growth among the aging population, there is a consistent need for high-quality senior care services—attracting savvy entrepreneurs to the senior care industry.

Plus, by providing essential services, an elder care business tends to remain stable even as economic conditions change. With less reliance on discretionary spending, entrepreneurs can generate more consistent revenue streams that support long-term growth. With a senior care business, compassionate entrepreneurs can build businesses that are not only profitable but also make a positive impact within their communities.

6 Senior Care Franchise Factors to Compare

While researching your next venture, you’ve likely come across the option of franchising. Rather than just starting your elder care business from scratch, there’s the opportunity to partner with an established brand—giving you direct access to a trusted playbook, streamlined systems, operational guidance, and strong brand recognition. However, not all franchises are created equally. When considering a senior care franchise, be sure to compare the following across all brands:

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.  

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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.