15 care home marketing strategies to grow your agency in 2025

As the demand for quality home care services increases, agencies face more pressure to stand out and earn community trust. An aging population, a surge in chronic health conditions, and a growing preference for high-quality residential care fuel this rising demand. These trends drive the global home health care market toward a projected value of USD 459.29 billion by 2025.

While the quality of care remains central, how you present and promote your agency online significantly impacts your growth. Care home marketing is not just about visibility, it’s about building credibility with families making one of the most important decisions of their lives. 

From improving your online presence to strengthening local community relationships, every effort contributes to a stronger, more recognizable brand.

This blog outlines 15 practical home care marketing ideas explicitly tailored for providers in 2025. Each section offers clear, actionable advice to help your agency connect with the target audience and generate more inquiries through a strong home care marketing plan.

Understanding the home care market in 2025

The home care industry in 2025 is at a critical inflection point. As aging populations grow globally, more families choose in-home care as their preferred option for aging loved ones. As mentioned, the care market is expected to reach $459.29 billion this year. Three significant trends drive this:

• The rise in chronic health conditions
• A growing preference for receiving care in the comfort and familiarity of home
• Increased pressure on hospitals and facilities to reduce readmissions

At the same time, the market is becoming increasingly competitive. New agencies are entering the space, and families are doing more research than ever before, often turning to online reviews, social media, and referral networks before deciding.

This environment presents both opportunities and challenges for home health care agencies. While demand is rising, so are expectations. Agencies must do more than provide quality care—they must also communicate trust, professionalism, and credibility to stand out in a crowded field.

Key characteristics of the 2025 home care consumer:

• Digitally savvy adult children researching care options online.
• Skeptical of marketing promises and highly influenced by peer reviews.
• Looking for providers with clear communication, transparent pricing, and strong community presence.

This means your home care marketing efforts can no longer be passive. You need an intentional, well-rounded approach that reflects the modern care buyer’s journey from the first Google search to a family’s first call.

To succeed in today’s changing market, home care agencies must tailor their outreach to meet the needs and expectations of modern families. A clear, strategic marketing approach is now a key part of building trust and growing your business.

15 home care marketing strategies to grow your agency in 2025

Growing a home care agency in today’s market demands more than good service; it requires intentional and ongoing marketing. The strategies below are designed to help you attract potential clients, strengthen community relationships, and increase online and offline visibility through innovative digital advertising. 

1. Maintain a strong social media presence

Use platforms like Facebook, Instagram, and LinkedIn to post content 2–3 times a week, showcasing caregiver stories, tips, and client testimonials. Families often research providers online before making a call, so active social profiles build familiarity and trust. 

Target local community audiences using geo-tags and hashtags. This works best when maintained consistently over time.

Pro tip: Use Birdeye Social AI to auto-generate on-brand posts and optimize timing, boosting local engagement while saving time.

2. Publish consistent, SEO-optimized blogs

Post one to two monthly blogs that answer common questions families ask, like “How to choose a home care agency” or “What is respite care?” Blogs help your site rank on Google and educate potential clients. 

Use local keywords and include internal links to your services. This supports both trust-building and long-term search visibility.

3. Optimize your website for search engines

Your website should be fast, mobile-friendly, and easy to navigate at all times. Update it quarterly with service-specific keywords like “post-operative care in Seattle” or “elder care in Houston.” SEO improves your chances of appearing when families search for care near them. Make sure each page communicates benefits and includes a call to action. 

Pro tip: Birdeye Chatbot AI helps home care agencies capture leads and schedule appointments automatically, providing instant support to visitors anytime and increasing conversion rates.

4. Use Google My Business to increase local visibility

Update your Google Business Profile monthly with new photos, services, and client reviews. This listing often appears above your website in local searches, making it critical for visibility. 

According to Birdeye’s State of Online Reviews 2025, Google’s share of total reviews increased from 79% in 2023 to 81% in 2024, highlighting its continued dominance as the go-to review platform. Ask satisfied families to leave a review after some days of care. Respond to all reviews to show you’re active and engaged.

5. Run targeted Google Ads campaigns

Google Ads lets you appear in local search results when families actively seek home care. Set up keyword-targeted campaigns based on services like “24-hour care” or “in-home nursing.” 

Run short-term ads around peak times like post-holiday seasons when care needs often increase. Monitor performance weekly to optimize for conversions.

6. Build referral partnerships with local professionals

Develop relationships with hospital discharge planners, physiotherapists, and local healthcare providers. Meet them monthly or quarterly to provide brochures and discuss client needs. 

These local healthcare professionals are often the first point of contact when a family seeks care. A well-nurtured referral relationship can bring regular leads throughout the year.

7. Ask clients for referrals and testimonials

After the first 4–6 weeks of care, check in with clients and ask for feedback and referrals. Many families are happy to refer others if they’ve had a positive experience. Use this opportunity to gather testimonials for your website or social media. Referrals are one of the most trusted and cost-effective ways to grow your client base.

8. Sponsor or attend community events

Participate in 3–5 annual local events, such as senior expos, health fairs, or local community wellness days. These events are ideal for meeting potential clients and building brand awareness. Set up a booth with brochures or branded items, or offer free mini-health checks. Visibility at local events reinforces your agency’s role in the local community.

9. List your agency on care lead directories

Set up and maintain accurate profiles on industry lead sites and home health agency directories like Caring.com, AgingCare, or Portea, depending on your region. These directories are where families often start their search. 

Update these listings every 1–2 months with current contact info, reviews, and service updates. Being visible on multiple home health agency platforms boosts your digital reach and credibility.

10. Use email marketing to stay in touch with leads

Build and segment email lists for prospective clients, caregivers, and referral partners. Send 1–2 monthly newsletters with updates, caregiving tips, or seasonal service promotions. 

Email marketing works exceptionally well for long-term engagement and nurturing undecided families. Include links to contact you or schedule a free consultation.

11. Refresh your brand identity and marketing materials

Review your branding every 12–18 months to ensure it reflects your professionalism and values. Update your logo, business cards, brochures, and website visuals if they feel outdated. 

Consistent, modern branding helps families feel confident in your services. Use real team photos and testimonials to humanize your materials.

12. Use video to explain your services

Create short (60–90-second) videos introducing your team, showcasing current and past client success stories, or explaining services. Videos are more engaging than text and are shared more often. Publish them on your homepage, social media, and Google profile. This adds a personal touch and helps families connect with your agency before reaching out.

13. Monitor and respond to reviews on all platforms

Set up alerts or check platforms weekly for new reviews on Google, Facebook, Yelp, and care directories. Respond to every review to show professionalism and accountability. If a client expresses dissatisfaction, resolve the issue offline, then respond publicly. Positive reviews influence families who are comparing care options online.

Pro tip: Home care agencies can use Birdeye Reviews AI to automatically respond to all types of client reviews, positive or negative, quickly and professionally. Its automated reply feature saves time while helping build trust and improve online reputation consistently.

14. Host educational seminars or webinars

Organize monthly or quarterly workshops on dementia care, fall prevention, or caregiver burnout. These can be held online via Zoom or in partnership with local clinics. Educational sessions establish your credibility and attract both families and professional contacts. Promote them through email, WhatsApp groups, and community boards.

15. Track how your clients discovered you

Ask “How did you hear about us?” and record every new inquiry in your CRM or intake form. Tracking helps identify which marketing channels deliver the best ROI. Review your data monthly and adjust budgets or focus areas accordingly. This insight ensures you spend time and money on the efforts that produce real results through referrals, events, or even care home marketing jobs designed to grow your internal marketing team.

Pro tip: Home care agencies can use Birdeye Survey AI to effortlessly collect and analyze client feedback through automated, personalized surveys. This real-time insight helps improve services, address concerns quickly, and strengthen client relationships.

Successful home care marketing in 2025 will depend on consistency, relevance, and relationship-building. By using these 15 strategies strategically and tracking their impact, you can build a steady stream of quality inquiries and establish your agency as a trusted care provider in your region.

Top care home marketing jobs

As the care sector becomes more competitive and digitally focused, the demand for skilled marketing professionals in home care is rapidly rising. Whether you’re an agency owner expanding your team or a marketer looking to specialize in healthcare, understanding the most impactful roles can help you align with current industry needs.

Here are the top care home marketing jobs and what they typically involve:

1. Care home marketing manager

Oversees campaigns, ensures brand consistency, manages vendors, and tracks performance metrics like occupancy and inquiries.

Skills: Strategic planning, CRM, budgeting.

2. Digital marketing specialist (home care focus)

Manages PPC, SEO, and online directory presence.

Tools: Google Ads, SEMrush, Meta Ads Manager.

3. Community outreach & referral coordinator

Builds relationships with hospitals, clinics, and local groups to generate consistent referrals.

Skills: Public relations, networking, healthcare knowledge.

4. Content creator/healthcare copywriter

Crafts educational and engaging blog posts, newsletters, and brochures tailored to family decision-makers.

Skills: SEO writing, empathetic tone, industry familiarity.

5. Reputation & review manager

Monitors and manages online reviews to build credibility and attract new families.

Tools: Birdeye, Google Business, Caring.com dashboards.

6. Social media coordinator

Runs platforms like Facebook and Instagram to share stories, staff highlights, and updates.

Focus: Engagement, consistency, visual storytelling.

7. Marketing assistant/admin support

Supports broader marketing tasks like updating websites, managing email lists, or tracking referrals.

Skills: Organization, basic design, CMS, and email tools.

• Tip for agencies: Start small—perhaps with a digital marketer or outreach specialist—then scale as inquiries and your budget grow.
• Tip for job seekers: If you’re passionate about communication, aging care, and digital tools, this field offers rewarding and fast-growing opportunities.

Marketing metrics every care home agency must  track

Tracking your marketing efforts ensures you’re not just staying busy, but growing. These key metrics will help you understand what’s driving inquiries and where to focus your time and budget.

Here are the key performance indicators (KPIs) every home care agency should monitor regularly:

1. Website traffic

Monitor how many people visit your website each month. A steady increase shows your search engine optimization (SEO), blogs, or ads are bringing more eyes to your agency.

2. Conversion rate

Track how many visitors take action, like calling or filling out a form. This tells you if your website is doing its job, turning interest into inquiries.

3. Cost per lead (CPL)

Calculate how much you’re spending to generate each inquiry. It helps you understand whether your marketing channels are cost-effective.

4. Lead response time

Measure how quickly your team follows up with new leads. Faster follow-ups often lead to higher conversions and show families you’re responsive.

5. Number of reviews received

Track how many new reviews you get on Google, Facebook, or directories. Reviews help build credibility and make you more discoverable in searches.

6. Referral source breakdown

Ask every new client how they found you and record the answer. This will help you identify which sources—ads, referrals, and events are bringing in the most leads.

7. Client retention rate

Monitor how many clients continue using your services over time. High retention means clients are satisfied and costs less than finding new ones.

Pro tip: Use a simple CRM or Google Sheet to track these metrics monthly. Regular reviews help you fine-tune campaigns and identify trends before they become issues.

How Family Care Center boosted patient trust and tripled reviews with Birdeye

Family Care Center is a behavioral health organization based in Colorado Springs, Colorado. With four clinic locations, it specializes in mental health treatment for active-duty family members, veterans, and the wider community. It aims to deliver expert, compassionate care in a welcoming and professional environment.

The challenge

Before using Birdeye, Family Care Center struggled to generate meaningful online reviews. The team manually sent review request forms with links to Google and Facebook, but very few patients responded. This process was not only time-consuming for staff but also produced low engagement and didn’t reflect the quality of care being delivered. As a result, the clinic lacked a strong online presence and wasn’t standing out in a competitive local market.

The solution

In January 2018, Family Care Center started using Birdeye to simplify and improve its review collection process. Birdeye integrated directly with the clinic’s EMR, allowing them to send automated review requests without requiring staff effort. The team also used Birdeye’s review goals feature to set targets and keep everyone focused on improving their reputation.

Additionally, 5-star reviews were automatically shared to Facebook, helping the clinic highlight real patient experiences and build trust with their social media audience.

The results

After adopting Birdeye, Family Care Center collected 237 new Google reviews and 74 on Facebook, significantly improving their visibility in local search results. The clinic’s average star rating increased and surpassed nearby competitors. Many new patients mentioned that they chose the practice based on the volume and quality of its online reviews.

“Birdeye said they would improve my online reputation—and they weren’t kidding! I’ve been very happy with the results.”

— Carlos Urias, Director of Business Development

Building a strong foundation for home care success

Effective marketing of your home health agency is essential to standing out in a growing and competitive market in 2025. By leveraging the strategies outlined in this blog, you can improve your agency’s online presence, build trust with families, and develop long-term relationships with client referrals and referral partners. 

Consistent, thoughtful home care digital marketing strategies prioritizing authenticity and community connection will help ensure your agency’s success in the years ahead.

Frequently asked questions on care home marketing

How Birdeye supports home care agency growth

In today’s competitive home care landscape, delivering excellent care is only part of the equation. The Birdeye platform helps agencies improve visibility, streamline communication, and build client trust through a comprehensive suite of AI-powered tools. 

Here’s how Birdeye supports the daily operations and growth of home care organizations:

Listings AI

Ensure your agency appears accurately across hundreds of online directories, improving local SEO and making it easier for families to find your services.

Reviews AI

Automatically request and manage reviews to strengthen your online reputation. Birdeye also helps you respond quickly and professionally using AI-generated replies.

Messaging AI

Communicate with clients and leads from one unified inbox across text, email, webchat, and social channels. AI features help save time by refining responses and summarizing conversations.

Chatbot AI

Use an AI-powered chatbot on your website to answer questions, schedule appointments, and guide visitors. This will help you handle more inquiries without extra staff.

Social AI

Plan and publish social media posts quickly, manage all accounts in one place, and keep your audience informed and engaged with consistent updates.

Surveys AI

Gather client feedback through simple, AI-enhanced surveys that help you understand needs, identify issues early, and make informed service improvements.

Using Birdeye, home care providers can simplify operations, build credibility, and stay responsive to clients, supporting long-term growth and a stronger reputation in their communities.