How to Market a Home Care Agency in 2025: 7 Strategies That Work

Marketing a home care agency starts with building real relationships in your community.

Marketing a home care agency in 2025 is a whole different game than it was even five years ago. With more agencies opening every day, the competition is fierce—but the good news is, most agencies still aren’t marketing the right way. In this post, I’ll walk you through exactly how to market a home care agency effectively, using low-cost, high-impact strategies that help you stand out, get referrals, and build real trust in your community.

1. Know Your Niche and Own It. Stop trying to serve everyone. Specialize in dementia care, oncology patients, veterans, or pediatric home care—whatever speaks to your mission. Clear niches make your marketing more targeted and effective.

SEO Tip: Create a service page titled: "Specialized [Niche] Home Care in [Your City]"

2. Build an SEO-Optimized Website. Your website should include:

• Keywords like "non-medical home care in [your location]"

• A service map

• Testimonials

• Strong call-to-action buttons

SEO Tip: Use local phrases like “In-home care for seniors in [County]” in headers.

3. Optimize Your Google Business Profile Include:

• Services (e.g., respite care, dementia care)

• Local service areas

• Photos of staff

• Client reviews with keywords like “home care in [City]”

Pro Tip: Google prioritizes complete and accurate profiles.

4. Use Social Media to Build Visibility Don't just post holidays or flyers. Try:

• Day-in-the-life caregiver videos

• Caregiver shoutouts

• Quick tips: “3 Signs Your Loved One Needs Home Care”

Use local hashtags like #caregiverlife #homecareheroes #baltimorehomecare

5. Offer a Free Download to Build Your Email List. Give value with a free PDF like:

• “Home Care vs Home Health: What’s the Difference?”

• “How to Choose a Caregiver”

This builds your list and trust at the same time.

6. Partner with Referral Sources Network with:

• Hospital discharge planners

• Elder law attorneys

• Hospice programs

SEO Bonus: Create a "Community Partners" page and ask them to link back to you.

7. Get a Marketing Coach Who Understands Home Care Most owners are amazing caregivers, but not marketers. A coach can help you:

• Build a strategy that fits your budget

• Turn engagement into phone calls

• Avoid trial-and-error mistakes

Want help? DM me the word GROWTH and I’ll send you my free 12-page Home Care Marketing Playbook.

Conclusion: Marketing a home care agency in 2025 doesn’t have to be confusing. Focus on real connection, clear messaging, and consistent value. You’ll see results.

CTA: Ready to stop guessing and start growing? ➡️ DM me “GROWTH” for your free playbook. ➡️ Visit our Caregiver Gift Shop to celebrate your team.