How to Get Clients for Your Home Care Agency
Most home care clients come from referral sources, online search and current families. What each costs, how to get on referral lists, and how to turn inquiry calls into starts.
By Caregiver Scheduling Team ·
Most home care clients come from three places: referrals from hospitals, rehab centers, case managers and other professionals; families searching online; and word of mouth from current clients. Build relationships with referral sources, make sure families find you on Google and reach a person when they call, and start care within days. Speed to first visit is what referral sources remember. Expect to spend several hundred dollars to win each client.
Where do home care clients come from?
Mostly from people who see a family in crisis before you do. Discharge planners, case managers and other professionals meet families at the moment care is needed.
| Source | How to reach them |
|---|---|
| Hospital and rehab discharge planners | In-person visits, a one-page sheet, same-day response to referrals |
| Case managers (Medicaid waivers, Area Agencies on Aging) | Get on provider lists; respond to authorizations quickly |
| Home health and hospice agencies | They need personal care after skilled visits end |
| Senior living communities | Residents who need extra help to stay |
| Elder law attorneys, financial advisors, geriatric care managers | Educational lunches, referral packets |
| Physicians and clinics | Office managers and social workers |
| Online search | Google Business Profile, website, reviews |
| Current clients and families | Ask for reviews and referrals |
More detail in home care referral sources.
How much does it cost to get a client?
About $845 per client in 2024, according to the Activated Insights (formerly Home Care Pulse) benchmarking survey reported by Home Health Care News in July 2025. That was a six-year high, even as home care agencies grew their client counts by a median 12.9%. The same survey found agencies that track every inquiry earned nearly $1 million more in revenue than those that do not.
At a national median private-pay rate of $35 an hour (CareScout 2025 Cost of Care Survey), a client on 20 hours a week bills about $3,000 a month. An $845 acquisition cost pays back in the first month if the client stays. Losing a client in week two does not, so half of this job is keeping the clients you win.
How do you build referral relationships?
Show up, then prove you are reliable. Discharge planners refer to agencies that answer the phone and start fast.
- Pick five to ten referral sources in your service area and visit monthly.
- Bring one page: services, counties, payers you accept, start-care timeline and a direct cell number.
- Confirm each referral within the hour and report back after the first visit.
- When a referral goes elsewhere, ask why. It is usually speed or a schedule you could not fill.
See home care partnerships for how to structure these.
How do you get on Area Agency on Aging and Medicaid lists?
Call your local Area Agency on Aging and ask about the provider enrollment process. Each region has a state-designated AAA that arranges in-home help such as homemaker services for older adults. Find yours through the federal Eldercare Locator at 1-800-677-1116, which is run by the Administration for Community Living.
Medicaid waiver programs work through the state Medicaid agency or its managed care plans, and enrollment takes months. See becoming an Area Agency on Aging provider and how to become a Medicaid home care provider.
What should families find online?
A phone number, a price and a start date. Families usually call several agencies and pick the one that answers plainly.
- Google Business Profile: correct service area, hours, phone, photos and reviews. See Google Business Profile for home care.
- Website: services, areas served, how to start care, a starting rate, and a phone number on every page.
- Answer the questions families ask: cost, how fast you can start, minimum hours and how you pick caregivers.
How do you convert inquiry calls into starts?
Answer the phone, assess within two days and start within a week. The agency that does all three usually wins.
| Step | Target |
|---|---|
| Answer or call back | Within the hour |
| Assessment visit | Within 24 to 48 hours |
| First visit | Within days of assessment |
| Follow-up on no decision | Day 3 and day 10 |
Use an inquiry call script so every call covers needs, schedule, payer and next step. Log every inquiry with its source so you learn which sources convert.
Why is retention part of marketing?
Because a lost client takes the acquisition cost with it and tells the referral source. The same survey put caregiver turnover at 75% in 2024. Consistent caregivers, on-time visits and a fast fix when something goes wrong keep clients and produce the reviews and referrals that cost nothing. See the cost of caregiver turnover.
How Caregiver Scheduling handles this
Enter a new client’s recurring schedule once and the calendar fills from it, and the map shows which caregivers are near a new client so you can promise a start date on the first call. Geofenced check-ins give you verified visit times to share with families, and open shifts go to nearby caregivers in the app when someone calls out. $199/month for up to 10 caregivers or $299/month for up to 50, free for 30 days.
FAQ
What’s the best marketing for a home care agency? Referral relationships with discharge planners and case managers, plus a complete Google Business Profile with reviews, bring most clients.
How long does it take to get the first clients? Often a few months of steady referral outreach. Private-pay clients from online search can come faster.
Should I list prices on my website? Many agencies list a starting rate. It filters inquiries and answers the first question families have.
How much should I budget for marketing? Benchmark data puts acquisition at about $845 per client in 2024. Budget for the number of new clients you need, then track cost per source.