Business insurance


How to Get Clients for a Non-Medical Home Care Business

Jul 18, 2022 · 6 minutes to read

A home caregiver helps senior woman

The demand for home care is rising as more people want to remain in their own homes as they age. Many will need some sort of assistance to make this a reality—even people who are relatively fit and healthy in the later decades of their life.

Non-medical home care may be a good option for many aging individuals. Those not managing a chronic condition or degenerative disease may seek the help of a professional caregiver for varied reasons. They may need help around the house, assistance running errands, or simply a regular visitor to keep them company.

As you start a home care business, you will need a plan to help you find new clients. This is often similar to getting clients for a medical home care business, though many of the services you provide will be different.

Let’s review seven ways to find home care clients for your non-medical home care business:

1. Get your business online

The internet is more important than ever for small businesses, including those in the home healthcare space. You will most likely need to be online to get home care clients and keep your schedule full. A basic online presence includes:

  • A business website – This is your space to showcase your business and get important info to potential clients, such as the services you provide, pricing, and contact details.
  • Search engine listings – Creating a business listing on popular search engines, especially Google, helps local clients find your business.
  • Social media profiles – Social media can be a great way to get home care clients. Consider focusing on one or two platforms that are relevant to your ideal client and/or their families for the best results.

You might consider hiring a freelance marketing specialist to help you set up and maintain your web presence. However, there are user-friendly apps and sites that can get you started with no design or coding skills necessary.

2. List your business on lead gen sites

Industry sites, such as and, are also good places to list your home care business. These sites are trusted online directories of home care providers and professional caregivers that clients can search to find assistance in their local area.

One benefit of listing your business on these types of sites is that they often appear high in online search results. Your home care business can piggyback on its rankings and be found by more potential clients.

3. Ask for client reviews

Many people use online reviews to help them judge a business. Home care clients may read reviews on your agency to better understand the services you provide, learn how well you do your job, and decide whether you and your staff are trustworthy.

Once you’ve gotten a few satisfied clients, ask them if they’ll leave you a review online. If they are happy to do so, you may want to direct them to a specific site to help build a strong collection of reviews in one place.

4. Ask for referrals

Like asking for online reviews, you might also consider asking your clients for referrals. Your current home care clients may have family members or friends in need of your services. Their referral can be a powerful way to get home care clients, as people often choose businesses based on word-of-mouth recommendations.

To encourage referrals, you must first build a positive relationship with each client. They should want to refer you to their network because they trust you, not because you have asked. You may need to work with a client for several months before approaching them for referrals.

5. Be part of your local community

Becoming a trusted fixture in your local community can increase your brand awareness and potentially lead to more home care clients. Booths at community fairs, volunteering, or speaking engagements at senior events are three ways to broaden your network and position yourself as an authority.

Sharing information on relevant topics is a popular way to showcase your knowledge while promoting your business. This can be about anything that impacts your ideal clients, such as nutrition, exercise, mental health, or memory enhancement.

6. Partner with healthcare professionals and complementary businesses

Joining forces with others can be a smart way to promote your home care business. They are essentially referring you to their clients, which can help build trust with new home care clients. You might consider working with:

  • Doctors and nurses
  • Occupational therapists
  • Social workers
  • Nursing home administrators
  • Home health agencies offering medical care
  • Veterans’ organizations

While some of these individuals and businesses offer medical care, they may not provide non-medical care. You can step in to pick up that slack for clients who need help with everyday living tasks.

7. Look into advertising

As your home care business grows, you might have more budget for more traditional advertising. Placing ads in local newspapers and senior publications could be a great way to get home care clients. Radio and TV ads are typically more expensive, so they may not be viable for some time.

Online ads are often affordable when you’re first starting a home care business. Ads through Google Ads or Facebook can be quickly set up and targeted by local area, age, and other demographics.

Building your home care business

Home care clients are essential to your business’ success. Once you have them, you’ll want to keep them happy. Providing every client with excellent care and service can help you get more clients and grow your business base.

Looking for ways to protect your non-medical home care business? BizInsure makes it easy to compare insurance policies and get covered in minutes.

*As with any insurance, coverage will be subject to the terms, conditions and exclusions contained in the policy wording. The information contained on this web page is general only and should not be relied upon as advice.
This information is a general guide only and does not take into account your objectives, financial situation or needs. Always check with your local licensing board when getting or renewing your electrician’s license to ensure you are meeting their current licensing requirements.

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