Understanding how families find and choose home care services is crucial for agencies looking to grow their client base. Our recent analysis reveals interesting patterns in how seniors and their families connect with home care providers.
Breaking Down the Numbers
Online Directories & Search (35%)
The largest segment of families find their home care providers through online directories and search engines. This shouldn’t be surprising in today’s digital age, where the first step for many families is to “Google it.” Online directories provide:
- Easy comparison of multiple agencies
- Access to reviews and ratings
- Detailed service information
- Immediate contact options
Doctor and Hospital Referrals (25%)
Healthcare professionals remain a trusted source of recommendations, accounting for a quarter of all referrals. These referrals often come from:
- Hospital discharge planners
- Primary care physicians
- Specialists
- Social workers
Family and Friend Recommendations (20%)
Word-of-mouth referrals make up 20% of new clients. This highlights the importance of:
- Maintaining high service quality
- Building strong relationships with current clients
- Encouraging satisfied families to share their experiences
- Creating referral programs
Social Media (12%)
Social platforms are growing as a source of referrals, particularly among adult children searching for care for their parents. Effective social media presence includes:
- Regular updates about services
- Educational content
- Client testimonials
- Community engagement
Traditional Advertising (8%)
While traditional advertising represents the smallest segment, it remains relevant for:
- Local community awareness
- Brand recognition
- Supporting online presence
- Reaching offline audiences
What This Means for Your Agency
- Digital Presence is Critical With 47% of leads coming from online sources (directories, search, and social media combined), maintaining a strong digital presence is no longer optional.
- Diversification is Key Successful agencies don’t rely on a single source of referrals. They maintain multiple channels to ensure a steady flow of new clients.
- Integration Matters The most effective strategy combines online and offline presence. For example, healthcare referrals often start with professionals checking online directories.
Action Steps for Agencies
- Optimize Your Online Presence
- Ensure your agency is listed in major online directories
- Maintain complete, updated profiles
- Encourage satisfied clients to leave reviews
- Strengthen Professional Networks
- Build relationships with healthcare providers
- Join professional organizations
- Participate in healthcare community events
- Leverage Social Proof
- Share client testimonials (with permission)
- Highlight case studies
- Showcase caregiver success stories
- Monitor and Adapt
- Track where your leads come from
- Measure conversion rates by source
- Adjust marketing spend based on ROI
Looking Ahead
As the population ages and technology evolves, we expect online sources to become even more dominant in how families find care. Agencies that establish a strong online presence now will be better positioned for future growth.
Remember: Each lead source plays a vital role in a comprehensive marketing strategy. Success comes from understanding these channels and optimizing your presence across them.
Next Steps
Ready to strengthen your online presence? Start by ensuring your agency profile is complete and up-to-date on leading directories. Consider how you can improve your visibility across all channels while maintaining the personal touch that makes your agency special. The Administration for Community Living’s report on caregiving: https://acl.gov/aging-and-disability-in-america/data-and-research/caregiving
Ensure your home care agency is visible where families are searching. HomeCareList.org helps agencies connect with families actively seeking care services. With both free and premium listing options starting at $99/month, you can showcase your services to qualified leads in your service area. Get listed today and start growing your client base where families are already looking.