20 Home Care Marketing Ideas for 2025

Running a great home care agency isn’t enough anymore. With more providers entering the space and families becoming increasingly selective, standing out requires more than word of mouth. You need smart, specific mix of home care marketing strategies that actually get results.

In this article, we’ll walk through:

• Proven home care marketing ideas that work online and offline

• Practical tips for home health marketing that build trust and drive action

• Tools and systems to support home care advertising — and turn leads into admissions

• Real-world tactics for how to market home health care services more productively

If you’re wondering how to market a home care agency in today’s ecosystem, you’re in the right place, so keep reading.

20 home care marketing ideas that work

This list of home care agency marketing ideas is built on real-world experience and what we’ve seen work across the industry. Not every strategy will be the right fit for you. However, pick a few that match your goals and test what works. Remember: Effective marketing isn’t a one-time push; it’s a long game.

#1 Optimize your Google Business Profile

Want to show up when someone types “home care near me”? Start with your Google Business Profile. It’s one of the easiest wins in local SEO — but most agencies either forget about it or never fully set it up.

Your profile is what shows up in Google Maps and the local search pack. That little box with reviews, hours, and directions? That’s it. And it’s prime real estate for home care searches.

Here’s the trick: Google wants to recommend businesses that look alive. That means your profile needs regular updates — photos, new services, posts, and review responses. If it looks stale, you won’t show up.

Reviews are another major factor. Not just having them, but having recent ones. Ask happy clients or family members to leave feedback, and respond to every single review, good or bad. It shows you’re active and responsive, which Google (and potential clients) love.

#2 Build a mobile-friendly website with clear CTAs

Let’s be honest, if your website looks like it hasn’t been touched since 2012, people notice. Families searching for home care aren’t just looking for services. They’re looking for trust. And a clunky site won’t get you there.

Start by checking your site on your phone. Is it easy to read? Does it load quickly? Can someone figure out how to contact you in under 10 seconds? If not, it’s time for a redesign.

At a minimum, your website should include:

• A homepage that clearly explains what you offer

• A services page with details on care options

• An “About Us” page with real photos and your story

• A contact page with phone, email, and a simple inquiry form

Most importantly, every page should have a clear, easy-to-click call to action (CTA). Whether it’s “Schedule a free consultation” or “Call us today,” make it obvious what the next step is.

Good design builds trust. A modern, mobile-friendly site shows you’re professional, responsive, and invested in the care you provide.

#3 Use Facebook and Instagram ads to reach families

Your next client probably won’t be the person who needs care. It’ll be their daughter, or their son. And where are they? On Facebook and Instagram.

Social ads give you direct access to the adult children of aging parents — people actively thinking about care options, even if they haven’t made the call yet.

Follow these 2 approaches to get the most out of socials:

• The key is targeting: You can zero in on people by age, location, interests (like caregiving or aging parents), and even job title. Want to reach hospital discharge planners or social workers in your area? You can do that too.
  
  

• And don’t forget retargeting: Someone visits your site but doesn’t reach out? You can follow up with ads that keep your agency top of mind. Think of it as a digital nudge, one that often turns into a phone call.

But don’t just post a generic stock photo and hope for the best. Use real stories. Real caregivers. Real families. That’s what connects.

#4 Create educational blog content

You don’t need to be a content marketing expert to see results from blogging. You just need to answer the questions your ideal clients are already asking.

Start with topics like:

• When is it time to hire home care?

• What’s the difference between home health and home care?

• How much does private-pay home care cost?

These aren’t fluff pieces –– they’re real, high-intent searches that can bring families to your site before they call anyone else. When you show up with helpful, clear, non-salesy content, you’re building trust before they even speak to you.

Bonus: These posts also boost your SEO. Search engines want to show helpful answers. Your content doesn’t need to go viral; it just needs to show up when people search in your area.

Over time, this kind of content builds authority. It shows that you know what you’re doing, you’re active in your community, and you care enough to educate, not just sell.

#5 Start a client & caregiver testimonial campaign

When families are researching home care agencies, they’re looking for signs that people like them have had a good experience. That kind of reassurance –– the kind that comes from real stories, not polished sales copy –– can be the deciding factor.

If you don’t already have a simple system for collecting testimonials, now’s the time to build one. The best moment to ask is right after a client or family member has had a great experience. A quick request, along with an easy way to leave feedback, can go a long way.

You can:

• Send them a direct link to your Google review page.

• Ask for a short written quote you can use on your website or brochures.

• Record a short video if they’re open to it. Even just 30 seconds on a phone is powerful.

Plus, don’t overlook your caregivers. A few honest words from the team who’s providing care every day can help families understand the kind of people you hire (and why they stay).

Once you start collecting testimonials, make sure they’re visible:

• Add them to your homepage and service pages.

• Post on social media with a quote or photo (with permission).

• Include them in printed brochures or follow-up emails.

Real voices build real trust. The more people can see and hear from those who’ve worked with you, the easier it becomes to pick up the phone and call.

#6 Host free local workshops or webinars

Not every marketing effort needs to be digital. Sometimes, the most powerful way to build trust is by showing up in person (or on Zoom) and sharing your expertise.

Workshops on topics like senior fall prevention, how to talk to your parents about home care, or caregiver stress management give people real value –– no sales pitch needed. These events also create natural touchpoints for families who may not be ready to hire yet, but will remember you when they are.

Make it easy to attend. Partner with a local community center, church, or hospital. Promote it through your email list and local Facebook groups. Or host it virtually and record it for later use.

Workshops position you as a resource, not just a service provider. In a high-trust industry like home care, that makes all the difference.

#7 Build referral relationships with discharge planners

Hospital discharge planners are one of your most valuable referral sources, but they’re busy, and they’re fielding calls from every agency in town. The key isn’t just to get on their radar. It’s to stay there, without being pushy.

Start with a simple, professional referral packet. Include:

• A one-pager explaining your services

• Contact info with a dedicated admissions line or email

• Key differentiators (like service availability or clinical specialties)

• A brief list of what to expect once they send a referral

Make it easy for them to understand who you serve and how quickly you can accept patients. Then, follow up, but do it the right way. Instead of constant check-ins, offer something helpful. Share a resource they can pass along to families. Invite them to a community event. Ask what kind of patients they typically struggle to place, and position your agency as a fit.

#8 Invest in direct mail campaigns

Direct mail may not sound flashy, but it still works, especially in senior-focused communities where print is familiar and trusted.

Design matters here. A cheap-looking flyer won’t cut it. Aim for a clean, readable layout with clear messaging and a strong call to action (like “Call today for a free care consultation”). Use real photos, not stock images. Plus, make sure your phone number and website are front and center.

You don’t need to email the whole zip code. Get specific:

• Leave brochures with hospital social workers and discharge planners.

• Drop off flyers at senior centers, churches, or local events.

• Reach out to elder law offices, rehab centers, and palliative care providers.

Direct mail can feel personal when done well. Then when it’s paired with digital follow-up (like ads or email), you’ll stay in front of the right people at the right time.

#9 Create an automated email campaign for new inquiries

When someone fills out a contact form or calls your agency, they’re usually researching multiple options. If you don’t follow up consistently, it’s easy to lose them.

That’s where an automated email series comes in. Instead of a single “Thanks for contacting us” message, send a thoughtful sequence over a few days or weeks that builds trust and answers their biggest questions.

For example, a simple 5-email series might look like this:

1. Welcome email: Thank them for reaching out and introduce your team.

2. What to expect from home care: Share how the process works, from assessment to scheduling.

3. Common questions families ask: Tackle topics like caregiver qualifications, costs, or availability.

4. Why families choose your agency: Include a testimonial or brief story (with permission).

5. Book a free care consultation: Invite them to take the next step with a clear CTA.

You can build this kind of sequence with tools like Mailchimp, ActiveCampaign, and Brevo.

#10 Get listed on top directories

If your agency isn’t showing up on senior care directories, you’re missing out on families who are actively looking for help. Sites like A Place for Mom, Caring.com, and AgingCare already have the traffic. You just need to make sure your listing stands out.

First step: Claim and complete your profile on each platform. 

This includes:

• A clear description of your services

• Service area and contact details

• Real photos (not stock)

• Up-to-date hours and response times

• A few standout testimonials

But don’t stop there. The way you present yourself matters. Use plain language, highlight what makes your agency different, and add a strong call-to-action like “Call today for a free consultation.”

Also, don’t forget to monitor and respond to reviews on these platforms. A prompt, professional response to feedback (positive or negative) shows families you’re listening and engaged.

#11 Run Google Ads for high-intent keywords

People don’t click Google Ads unless they’re actively looking for something. That’s why running ads for high-intent search terms like “home care near me” or “in-home care for mom” can bring in serious leads –– fast.

You don’t need a huge budget to get started. Even $10–$20 a day can go a long way if your targeting and keywords are dialed in.

Here’s what to focus on:

• Use location-specific keywords, e.g., “in-home care in [your city].”

• Set up conversion tracking so you know which ads bring calls or form fills.

• Write ad copy that’s clear and direct — this isn’t the place for clever slogans.

• Point your ads to a landing page with a single, strong call to action (like “Book a free care consultation”).

Tools like Google Ads’ built-in keyword planner can help you estimate costs and competition. Also, platforms like CallRail or WhatConverts can help you track exactly which calls or leads came from which campaigns — so you’re not guessing on ROI.

#12 Promote staff spotlights on social media

Families want to know who will be caring for their loved one. Showing off your caregivers and office team is one of the best ways to build that trust before the first call.

Introduce staff members on Facebook and Instagram with short bios, a friendly photo, and maybe a quick quote about why they love what they do. These kinds of posts get strong engagement — and more importantly, they make your agency feel human.

Even better? Try video. A 30-second clip of a caregiver talking about their day or sharing what makes a client smile can go a long way. You don’t need fancy gear — just good lighting, clear audio, and a genuine moment.

When people see your staff showing up with heart, professionalism, and personality, they get a better sense of what working with you will feel like. That’s what builds confidence.

#13 Use storytelling in your marketing

Talking about your facility is important — but stories are what people remember.

When a family is choosing a home care provider, they’re not just comparing services. They’re asking, “Can I trust these people with someone I love?” This is where storytelling makes a real impact.

With permission, share stories from clients and their families. A short paragraph about how your team helped someone recover at home or supported a family through a tough transition can go a long way.

Use these stories everywhere:

• In blog posts or resource guides

• On your homepage or service pages

• In email campaigns or printed brochures

Just keep it real. No need to dramatize. A sincere, specific story shows the heart behind what you do and builds connection.

#14 Offer a free care assessment or consultation

Sometimes families are interested, but hesitant. They’re not ready to commit, and they don’t know what care will cost or even what kind of help they need. Offering a free care assessment gives them a risk-free way to take the next step.

Make the offer clear and easy to say yes to. Something like, “Schedule a free in-home consultation to discuss care options for your loved one.”

To increase response rates, try adding time sensitivity, e.g., “Now booking for this month — limited spots available.” That small sense of urgency helps turn interest into action.

Make sure your website and social media have this offer front and center. And train your intake staff to mention it in follow-up calls and emails.

#15 Implement reputation management software

Word of mouth matters more than ever — but in 2025, that word of mouth is happening online.

Instead of waiting and hoping for reviews, use software to automate the process. Tools like BirdEye, NiceJob, or Reputation.com can send review requests right after intake or after a positive interaction. 

You’ll see more reviews, more consistently, and you won’t have to chase anyone down. This kind of consistency protects your reputation and makes sure your best work shows up when people are searching.

#16 Launch a “Client of the Month” or family spotlight

Sometimes the most powerful way to market your agency is simply to show the people at the heart of it.

A “Client of the Month” or family spotlight is a chance to celebrate those you care for and give others a glimpse into what it’s like to work with your team. It’s not about bragging. It’s about shining a light on real relationships and positive outcomes.

With permission, share a photo and a short story. Maybe it’s a client who hit a milestone with the help of your caregivers. Maybe it’s a family that has finally found peace of mind after struggling to manage care on their own.

This kind of content works great on social media, in newsletters, or on a dedicated section of your website. And it often leads to more referrals, because families see themselves in the stories you tell.

#17 Advertise in local publications

While social media can be extremely helpful, not everyone is scrolling Facebook or Googling “home care near me.” Many potential clients, or their adult children, still read the local paper, flip through a church bulletin, or pick up community newsletters at the senior center.

Advertising in these publications keeps your agency visible in trusted, familiar spaces. Just make sure your message is clear, local, and tailored to the audience. Skip the generic taglines. Instead, try something like, “Need help caring for an aging parent? Call [Agency Name] for a free in-home consultation.”

To track results, include a promo code, a unique phone number, a special landing page URL, or even a QR code. That way, you’re not guessing whether your print ad actually brought in leads.

Done right, local print ads can be a smart supplement to your digital marketing and reach people you might otherwise miss.

#18 Sponsor community events or senior programs

If you want to build real visibility and trust in your area, show up in person and be part of something meaningful. Sponsoring events like senior fairs, caregiver support groups, or wellness workshops puts your agency in front of the right audience in the right context.

Even a small sponsorship can go a long way if it includes a table, a banner, or a chance to speak. Bring friendly caregivers, pass out helpful resources (not just brochures), and have someone available to answer questions.

This isn’t just about name recognition, it’s about credibility. When people see you active in the community, it sends a message: We’re local; we’re present, and we care.

#19 Create a “Why Choose Us?” one-pager for partners

When a hospital case manager, rehab director, or elder law attorney needs to make a fast referral, you don’t want them digging through your website. You want them to have one clear, polished handout that shows exactly why you’re the right fit.

A “Why Choose Us?” one-pager makes that decision easy. Here’s what to include:

• Your key differentiators (What makes your home care agency better than the rest?)

• A quick summary of your services and coverage area

• Contact info for your intake/admissions team

• A brief client testimonial or quote (if possible)

• Any specialties or care levels you’re known for

Keep it simple and professional. Then share the PDF with hospitals, rehab centers, elder law offices, and anyone else in your referral network.

#20 Use ExaCare to turn marketing leads into actual admissions

You can run the best home care advertising in your city. Nail your SEO, write great blogs, invest in social media, and even master how to market home health care services with educational events and local outreach.

However, all those home care marketing ideas only work if you can respond to referrals quickly and confidently when they come in. And that’s where most agencies get stuck.

Many home health providers are still juggling multiple referral platforms, scanning hundreds of pages manually, and trying to make fast decisions with incomplete info. That kind of process doesn’t just slow you down, it risks losing the referrals your marketing worked so hard to generate.

We built ExaCare for exactly this problem: Helping home health agencies like yours and other post-acute care providers move faster, respond smarter, and admit more patients, without sacrificing care quality.

Here’s how we support your admissions process:

• AI-powered referral screener that summarizes hospital packets in minutes so your team can make quick, accurate decisions

• Centralized referral management that brings all your sources

• Built-in analytics to track performance, referral sources, and response times so you can strengthen hospital partnerships

• Automated financial insights that flag reimbursement risks, expensive meds, and insurance gaps before you say yes

• Team-wide communication tools that speed up internal decisions and reduce delays

Ready to see how ExaCare can help your facility win more referrals? Talk with our team to learn more.

Schedule a demo