Finding private pay clients for home care isn’t as simple as hanging up a sign and waiting for calls to roll in. The demand for home care is growing — especially with an aging population — but competition is fierce, and families paying out-of-pocket have high expectations.

Standing out requires a mix of smart marketing, strong referral networks, and the right technology to streamline operations.

In this guide, we’ll break down exactly how to:

• How to get private pay home care clients

• Use effective marketing strategies to grow your business

• Build strong referral networks and leverage technology to bring in high-value clients

Let’s begin.

What is private pay home care?

Private pay home care refers to in-home care services that clients or their families pay for out-of-pocket rather than using insurance or Medicaid. Unlike Medicaid-covered home care, which has strict eligibility criteria and reimbursement limits, private pay services offer more flexibility. 

Clients can choose the type of care they want, how often they receive it, and who provides it — all without waiting for approvals or navigating bureaucratic red tape.

For home care businesses, private pay clients present a significant opportunity. They often require a broader range of services, from companionship and personal care to specialized dementia or post-surgical support.

Since payments come directly from families rather than insurers, agencies don’t have to deal with lengthy reimbursement processes or government regulations that dictate care plans.

The growing demand for private pay home care

The home care industry is booming, and private pay services are at the center of that growth. Here’s why:

• An aging population: The U.S. is experiencing a demographic shift, with Baby Boomers (born 1946–1964) rapidly aging.
  
  By 2030, all Boomers will be 65 or older, fueling an unprecedented demand for home care services. Many of these individuals prefer to age in place rather than move into assisted living or nursing homes.
  
  

• Families want more control over care: Medicaid home care programs come with restrictions, including strict eligibility requirements, limited service hours, and assigned caregivers. Private pay allows families to hire caregivers based on personal preferences, ensuring a better fit for their loved ones.
  
  

• The workforce challenge: Many Medicaid-funded agencies struggle with staffing due to lower reimbursement rates, leading to high turnover and inconsistent care. Families willing to pay out-of-pocket often seek agencies with more stable, experienced caregivers.
  
  

• Rising wealth and long-term care planning: Many families are setting aside funds for aging parents' care, either through savings, long-term care insurance, or financial planning with elder law attorneys. This makes private pay home care a viable option for a growing number of households.

Successfully attracting private pay clients means understanding their concerns, meeting their expectations, and positioning your home care agency as the best choice in a crowded market.

If you want to know how to find private pay clients and grow your agency, then consider trying out the following proven strategies to scale your business.

Proven strategies on how to get private pay home care clients 

1. Build a strong(er) online presence

Most families looking for home care start their search online. If your business doesn’t show up — or if your website is unclear — you’re losing potential clients before they ever call.

SEO for home care agencies

Search Engine Optimization (SEO) helps your agency appear in Google searches when families look for home care services. Without it, your competitors will show up first.

✅ Use the right keywords: Include terms like “private pay home care,” “[your city] home care,” and “in-home dementia care” throughout your website.

✅ Speed up your site: A slow website makes visitors leave. Check your site speed here with Pingdom and fix any issues.

Google Business Profile

When someone searches for home care near them, Google prioritizes local businesses. Setting up and optimizing your Google Business Profile listing helps families find you faster.

✅ Claim and update your listing: Make sure your name, address, and phone number are accurate across all platforms.

✅ Add high-quality photos: Show images of your office, caregivers, and services to make your agency feel real and approachable.

✅ Encourage happy clients to leave reviews: More 5-star reviews make your agency stand out and build trust with new clients.

Your website

When a family lands on your website, they should instantly know what you do, how much it costs, and how to contact you. If they have to dig for basic info, they’ll move on.

✅ Clear services and pricing: List exactly what you offer and provide a price range (even if it’s “pricing based on individual needs — call for a quote”).

✅ Testimonials and case studies: Highlight real client experiences to build credibility and show the impact of your services. When sharing client testimonials or information, home care agencies must strictly comply with privacy regulations like HIPAA to protect client confidentiality.

✅ Easy scheduling/contact options: Include a “Call Now” button, simple contact form, or online booking for consultations.

✅ FAQs section: Answer common questions like “Do you accept insurance?” and “How do I choose a caregiver?” upfront to reduce uncertainty.

If your website is outdated, hard to navigate, or missing key information, it’s time for a refresh. A strong online presence makes sure families find — and trust — your agency from the start.

2. Leverage social media and local advertising

Social media isn’t the first thing most home care agencies think about — but done right, it can help you reach local families looking for care. The key is to focus on practical, high-impact strategies rather than trying to post daily or go viral.

Instead of just posting on your Facebook page and hoping for engagement, use paid local ads. Facebook and Instagram allow you to target families in your area who may be looking for home care services.

✅ Run local ads targeting caregivers & family decision-makers: Target people 45+ who may be looking for care for a parent. You can also include people interested in senior care, assisted living, or medical services in your targeting.

✅ Promote real client success stories: Share a brief video or written testimonial about how your services helped a family navigate care for a loved one.

✅ Run an awareness campaign: Many people don’t know private pay home care is an option. Ads like “Worried about Mom living alone? We can help,” work better than generic service ads.

3. Build partnerships and referral networks

Referrals are one of the most reliable ways to get private pay clients. Unlike Medicaid-funded agencies that get clients through government programs, private home care businesses need strong relationships with professionals who regularly work with families needing care.

The right referral network can bring in a steady stream of high-quality clients without spending a fortune on advertising.

Who should be in your referral network?

✅ Hospitals and discharge planners
✅ Senior living communities
✅ Elder law attorneys and financial planners
✅ Skilled Nursing Facilities (SNFs) and rehab centers

How to build a strong referral network

A strong referral program makes it easy for professionals to send clients your way. Here’s how to build one that works:

• Make referrals simple: No one wants to deal with a complicated process. Provide a one-page referral form (online and printable), assign a direct contact person, and offer multiple ways to refer — email, text, or an easy online form.
  
  

• Prioritize referral clients: Respond to referrals within a few hours whenever possible, and offer priority scheduling to show your partners that their clients come first.
  
  A quick update to the referrer — such as “We’ve scheduled care for Mrs. Smith” — builds trust and keeps the relationship strong.
  
  

• Educate your referral partners: Many professionals don’t fully understand private pay home care. Offer short training sessions, provide a simple guide on when and why to refer, and be available for quick consults when they have questions.
  
  

• Follow up and strengthen relationships: A referral program isn’t just about getting names — it’s about building trust. Send a quick thank-you note or call after a successful referral, offer occasional updates, and recognize frequent referrers with small gestures of appreciation.
  
  

• Offer value, not just business cards: Instead of just asking for referrals, provide useful resources like industry updates, co-hosted workshops for families, or guides on navigating home care.
  
  Make sure every referral gets excellent service — when clients have a good experience, it reflects well on the person who referred them.

Set up a system that makes it easy and worthwhile for professionals to refer to you, and you’ll build a steady pipeline of private pay clients.

Marketing tactics to increase private pay client conversions

Getting private pay leads is only half the battle — you need the right marketing tactics to turn inquiries into paying clients. Here’s how to make your home care agency stand out and build trust with families.

1. Invest in content marketing

Content marketing is a powerful way to connect with families seeking home care guidance. Before making contact with an agency, many families conduct extensive research to understand their options.

You can establish your agency as a trusted resource by creating informative content that addresses their common questions and concerns.

Consider starting a blog where you tackle topics that families frequently search for, such as how to evaluate different home care providers or understand the distinctions between private pay and Medicaid-funded care. Your content should be clear, empathetic, and educational.

Additionally, set up an automated email system to nurture leads who aren't ready to commit immediately. These follow-up emails can provide valuable information about home care, share resources, and include gentle reminders to reconnect.

2. Build your reputation

Families choosing private pay home care want to be confident they’re making the right choice. Strong reviews, testimonials, and real success stories make a huge impact, so remember to:

• Handle negative reviews professionally: Respond promptly, acknowledge concerns, and show you care about resolving issues. A well-handled complaint can actually build credibility.
  
  

• Use case studies and testimonials: Highlight real client experiences to show how your agency has helped families in similar situations.

YouTube and video marketing

Many families hesitate to hire home care because they don’t know what to expect. Video marketing lets you show them exactly how your agency works, making it easier to build trust.

Try videos like:

• Client success stories: A short video (even shot on a smartphone) featuring a satisfied family sharing their experience can be powerful.
  
  

• Educational content: A simple video explaining “How to Choose a Private Pay Home Caregiver” or “What Questions to Ask a Home Care Agency” can position your agency as an expert.
  
  

• Behind-the-scenes videos: Show your team in action –– introducing caregivers, explaining the onboarding process, or sharing a day in the life of a caregiver.

3. Reach out to the community

Your community is full of opportunities to connect with families who need care, and it all starts with sharing your expertise. Running workshops at senior centers, veterans' groups, and community spaces lets you help people understand their care options while showcasing your agency's knowledge.

These sessions often evolve into support groups for family caregivers, where you can build trust by bringing in speakers to tackle common challenges like caregiver stress and family dynamics. Don't forget to connect with local professionals who talk to families about care every day.

Your neighborhood pharmacist, insurance agents, and financial planners are already having conversations about care needs. Make it simple for them to refer families to you – a quick text or email should do it. 

When you focus on solving problems for their clients, these professionals become natural partners in growing your agency.

How to retain private pay clients and increase referrals

Satisfied clients don’t just stay longer — they also spread the word, helping you grow your business through recommendations. Here’s how to keep them engaged and build a steady stream of new referrals.

Offer truly personalized care plans

Families paying out-of-pocket expect customized, high-quality care, not a one-size-fits-all approach. The more tailored your services are, the more likely clients will stick with you.

• Start with a detailed intake process: Ask about the client’s preferences, routines, and specific care needs, then incorporate those details into their care plan.
  
  

• Match caregivers thoughtfully: Assign caregivers based on personality fit as well as skills. A great personal connection can make all the difference in long-term retention.
  
  

• Check in regularly: Call or visit clients and their families to see how things are going. A simple “How’s everything going with your caregiver?” shows you care and helps address small concerns before they become bigger problems.

Upsell additional services (the right way)

Your clients' care needs change over time, and spotting these changes early helps both their families and your business grow naturally. Keep an eye out for signs that a client might need more support – maybe they're having more trouble getting around, or their family caregiver seems stretched thin.

By suggesting additional help before things get overwhelming, you're helping families avoid crisis mode while growing your services.

The key is presenting extra services as solutions to specific challenges. Instead of asking, "Would you like to add more hours?" share what's worked for other families: "Many families find that adding a couple hours each day for meal prep and transportation really helps take the pressure off everyone."

Simple additions like these not only make life easier for your clients but also show families the full value your agency can provide.

Frequently asked questions

What is the best marketing strategy for home care businesses?

If you run a home care business, your best marketing strategy comes from using multiple approaches together. A strong online presence (website, SEO, and local search visibility) helps families find you. 

Referral partnerships with hospitals, SNFs, and elder law attorneys create steady client pipelines. And community outreach through workshops, health fairs, and local events builds trust with potential clients. 

The key is consistency — marketing isn’t a one-time effort, it’s an ongoing process.

Are referrals the best way to get private pay clients?

Referrals are one of the best ways to secure private pay clients, but they shouldn’t be your only strategy. Hospital discharge planners, senior living communities, and financial advisors can send you leads, but you also need direct outreach through online marketing and networking.

Building a great reputation and making the referral process easy will help you turn referrals into a long-term growth engine.

How can technology help me scale my home care business?

As your business grows, manual processes can slow you down. Technology helps streamline referrals, scheduling, and client management, so you can focus on care instead of paperwork.

Leverage technology to scale your home care client business

Scaling a home care agency requires more than just hiring more caregivers — it means streamlining operations, managing referrals efficiently, and ensuring no potential client falls through the cracks. The right technology can help agencies keep up with demand while improving efficiency.

Use a CRM to track leads and referrals

A good CRM system acts like your agency's memory, keeping track of every family inquiry and referral partner connection. Instead of scattered notes and missed follow-ups, you'll know exactly which hospital sent that potential client last week or when to check in with the family who called about respite care.

Plus, automated reminders and emails keep you connected with families who aren't quite ready to commit, saving you time while making sure no opportunity slips through the cracks.

Enable chatbots and online booking for faster intake

Families searching for home care often need answers quickly, but staff can’t always respond right away. An automated chatbot or online scheduling system can capture leads, answer common questions, and even book consultations 24/7.

Consider these helpful automations:

• Chatbots handle basic inquiries: Families can get information about services, pricing, and availability without waiting on hold.
  
  

• Online scheduling streamlines intake: Instead of back-and-forth calls, families can book a consultation instantly through your website.

Get connected with hospital and SNF referral networks

For home care agencies working with hospitals, skilled nursing facilities (SNFs), and post-acute care providers, fast response times are crucial for securing referrals.

ExaCare integrates with major electronic health record (EHR) and referral platforms, ensuring home care providers can act quickly on new patient opportunities with these features:

• Centralized referral management: Instead of switching between different platforms, agencies can view and respond to all referrals from one dashboard.
  
  

• Faster decision-making: AI-powered tools help assess whether a client is a good fit, ensuring that home care agencies can respond efficiently.
  
  

• Improved hospital relationships: Faster response times mean better coordination with hospitals and SNFs, increasing the likelihood of securing future referrals.

• Referral screening and decision support: ExaCare can analyze referral packets, pulling out key details like medications, diagnoses, and financial information, helping agencies quickly determine if they can accept a patient.
  
  

• Centralized referral management: Instead of juggling multiple platforms, ExaCare integrates with major referral networks like WellSky and PointClickCare, ensuring that all incoming referrals are in one place.

Start growing your private pay home care business

Attracting private pay clients takes a combination of smart marketing, strong referral relationships, and efficient operations — but keeping those clients and ensuring a steady pipeline of new ones is just as important.

A well-structured online presence, a trusted network of referral partners, and a reputation built on quality care are essential for success. However, as your agency grows, managing these processes manually becomes overwhelming.

ExaCare transforms your admissions process by using AI to streamline referrals, automate document review, and help you make faster, more informed decisions. Our platform helps you modernize your operations while maintaining the quality of care your facility is known for.

Here’s what we offer:

• AI-powered referral screener that reviews hospital packets in minutes, enabling quick and accurate admissions decisions
  
  

• Centralized referral management that brings all your sources into one platform
  
  

• Built-in analytics to help you track performance and optimize your referral relationships
  
  

• Automated insurance verification, expensive med alerts, and reimbursement analyses to guard your bottom line.
  
  

• A unified communication hub to streamline decision-making with colleagues.

Ready to see how ExaCare can help your facility win more referrals? Talk with our team to learn how to get private-pay home care clients.

Schedule a demo.