Home Care Referral Sources: Who Refers Clients and How to Earn It
The referral sources that send home care agencies clients, what each one needs from you, the anti-kickback rules on paying for referrals, and how to track what pays off.
By Caregiver Scheduling Team ·
The referral sources that matter most for non-medical home care are hospital and rehab discharge planners, Medicaid waiver and Area Agency on Aging case managers, home health and hospice agencies, senior living communities, the VA, and professionals who advise older adults and their families. Each one wants the same thing: an agency that answers the phone, starts care within a day or two, and reports back.
Who refers home care clients?
Nine kinds of organizations send most referrals, and each judges you differently.
| Source | What they need from you |
|---|---|
| Hospital discharge planners and case managers | Same-day response, start within 24 to 48 hours, clear service area and payer list |
| Skilled nursing and rehab facilities | Coordination before discharge, weekend starts |
| Home health agencies | Personal care during or after skilled care; dependable communication |
| Hospice agencies | Respite and extra hours for families |
| Area Agencies on Aging and waiver case managers | Being on the provider list; accepting authorizations promptly |
| VA medical centers | A community care contract and tolerance for VA paperwork |
| Senior living communities | Extra hours for residents; caregivers who follow community rules |
| Elder law attorneys, financial advisors, care managers | Education on costs and options; responsiveness to their clients |
| Physicians, clinic social workers, faith communities, senior centers | A simple referral process, presence and trust |
How do hospital discharge planners choose an agency?
They do not choose for the patient; they hand over a list and the patient picks. Medicare’s hospital rules require the discharge plan to include a list of home health agencies serving the patient’s area, and the hospital “must not specify or otherwise limit the qualified providers” (42 CFR 482.43). That list covers Medicare-certified home health, not private-duty care, so a non-medical agency gets discharge referrals when the case manager mentions you to a family asking who can help at home. You earn that mention by being reachable and starting fast.
How do you get Area Agency on Aging and Medicaid referrals?
By getting on the provider list, which usually means a license, insurance and a contract or Medicaid enrollment. Area Agencies on Aging are designated by each state to “coordinate and offer services that help older adults remain in their homes,” including homemaker assistance (ACL). Families find their AAA through the Eldercare Locator at 1-800-677-1116, so AAA intake staff are a referral source too.
Medicaid 1915(c) waivers can cover homemaker, home health aide, personal care and respite services (Medicaid.gov), and waiver case managers refer to enrolled providers. See AAA provider lists, becoming a Medicaid provider and the Medicaid waiver tool.
Can you get referrals from the VA?
Yes, through the Homemaker and Home Health Aide program, if you hold a VA community care contract. The VA says these aides “work for an organization that has a contract with VA,” and enrolled Veterans who meet the clinical criteria are eligible (VA Geriatrics and Extended Care). The social worker in the VA medical center’s home and community based services office is the person to know. See becoming a VA home care provider.
Can you pay for referrals?
Not for clients whose care is paid by Medicaid, the VA or any other federal health program. The Anti-Kickback Statute makes it a felony to knowingly offer or pay “any remuneration” to induce a referral of federally funded services, punishable by a fine of up to $100,000 and up to 10 years in prison (42 U.S.C. 1320a-7b(b)). Safe harbors in 42 CFR 1001.952 protect bona fide employees and certain written service contracts, which is why a salaried community liaison is fine and a per-referral fee to a discharge planner is not.
For private-pay clients the federal statute does not apply, but many states have their own anti-kickback laws, and hospitals usually ban gifts to staff anyway. Keep gifts modest and for the whole team, and get legal advice before any referral payment arrangement.
How do you earn referrals without paying for them?
Make the referrer’s day easier.
- Make it easy. One phone number, one email, a one-page sheet with services, areas, payers and how fast you start.
- Respond fast. Call referral sources back within the hour.
- Close the loop. Tell the source when care started and when anything changes.
- Visit regularly. Short, useful visits beat long sales pitches. See home care marketing ideas.
- Don’t overpromise. If you cannot staff a case, say so quickly. They will remember.
How do you know which sources pay off?
Track referrals by source, then follow them through to hours and length of stay.
| Measure | Why it matters |
|---|---|
| Referrals received | Volume |
| Starts | Conversion |
| Days from referral to first visit | Your speed |
| Client hours per week | Revenue per referral |
| Client length of stay | Lifetime value |
Spend your visiting time on sources that send clients who start and stay.
How Caregiver Scheduling handles this
Enter a new referral’s recurring schedule once and the calendar fills from it, the map shows which caregivers are nearby to start quickly, and live check-ins show today’s visits as they happen so you can update referral sources with confidence. $199/month for up to 10 caregivers or $299/month for up to 50, free for 30 days.
FAQ
Can I pay for referrals? Not for Medicaid, VA or other federal program clients. For private pay, check state law first.
How do I get on Area Agency on Aging provider lists? Contact your local AAA through the Eldercare Locator. Most require a license, insurance and Medicaid enrollment.
Do hospitals have to refer to my agency? No. They must give Medicare patients a list of certified home health agencies and respect patient choice.
This article is general information, not legal advice. Check your state’s referral and anti-kickback rules.