Key Takeaways

​​​Families seeking home care for a loved one are often overwhelmed by the vast number of agencies online or on "the list" provided. The winning agency has an outreach approach that is memorable for being nurturing, empathetic, and efficient. 

People seeking home care have many choices. In such a crowded market where it can be hard to stand out, every contact with a potential client matters, especially those all-important initial conversations. In fact, in a recent survey of care seekers conducted for CareScout, respondents said the single biggest driver of home care provider choice was their interview with the agency.1

How can you make a strong first impression during that meet-and-greet and move toward securing the referral? Here are some simple ways to help make your agency memorable and convince a family to think twice before calling another agency. 

1. Put your glossary to work

Care seekers in the shopping phase can be overwhelmed at not knowing what’s available, what services they need, or what those services cost. Here’s a solution you may have overlooked: Dust off the glossary from your intake packet to walk them through a brief Home Care 101. This can help care seekers feel that by working with you, they’re winning the information game.

2. Let your fans do the talking

Do your clients praise your caregivers for always being on time? Do community physicians and short-term rehabs send their patients your way? Do area home health agencies or hospices remark that you are easy to work with? Say so. Make those five-star reviews key talking points. 

3. Share your own story

Create a personal connection by sharing how and why you got into the home care business. It’s a great way for care seekers to witness your passion for what you do and your sense of pride in your company.

4. Give them your number

Let the care seeker know they can always reach you or someone else right away. (“You can call or text me at any time.”) Offer direct access to the care manager. Build their confidence that there are multiple safeguards in place to respond when something comes up.

5. Have them meet the owner

An agency principal can be an especially effective spokesperson, embodying the mission, passion, and authenticity of an agency. Having the owner or manager speak with referrals is a nice personal touch that is also strategic.

6. Do some on-the-spot matchmaking

Focus not just on care needs during the initial conversation, but also on individual preferences and personality to help identify caregivers who might make a good match for the care seeker. Does the caregiver need to be bilingual? Do Mom or Dad need someone strong who can do some heavy lifting? Offer to set up an interview with a possible caregiver.

7. Offer an assessment “sampler"

Ask some sample questions from your care plan assessment as a teaser. What motivates you? What do you want to get back to doing? You’ll be meeting the care seeker where they are and demonstrating that by working with you, they can continue aging in place.

8. Address the “hassle factor” head-on

Scheduling, paying invoices, keeping family members in the loop … ironically, hiring help can feel burdensome to the care seeker. Describe what you have in place to ease the home care journey and keep things efficient, whether it is a quick sign-in process or shortening the learning curve for working with long-term care insurers.

9. Explain how you won your accolades

Describing what you did or the criteria you met to earn the praise of your clients, other local care providers, or national organizations can add substance to your quality claims. For example, providers who belong to the CareScout Quality Network pass a rigorous 20-criteria credentialing process, including objective evaluations from clients and their own staffs.

10. Sell the promise of a partnership

The great agencies partner and collaborate with families and their care teams to ensure safety and the best opportunities to remain living in their communities with comfort and dignity. You are not just offering help around the house or medication reminders. You are selling your agency as an expert guide on the home care journey, a guide whose priority is your future client’s happiness.

Getting to yes

​​For most care seekers, choosing a home care provider is a stressful time. The warmer and more personal you can make your initial encounter, with an approach that is nurturing, empathetic, and efficient, the greater the feeling of trust and comfort the care seeker will have with you. And the better you demonstrate you are worthy of their trust, the more likely care seekers will choose your agency over many others. 

Elevate your business

Joining the CareScout Quality Network can help raise your visibility with care seekers and further establish your reputation as a provider of quality care. Learn more.

Written by

Laurie Renzulli

Laurie Renzulli, MBA

Laurie is a health care business development executive with a passion for identifying top quality providers and helping them differentiate in a complex post-acute market. She has helped businesses grow in both the indemnity and managed care insurance industries, includin...

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