Introduction
“How do you market home care?” is one of the most pressing questions for providers today. Unlike other industries, home care is deeply personal. Families and older adults are not only buying hours of support; they are placing immense trust in carers who will come into their homes, often at vulnerable times. Marketing in this space is not about gimmicks or superficial advertising. It is about visibility, reassurance, and credibility.
Self-funding clients, who fund their own care independently, are a growing and vital audience. In England, around half of older people receiving social care pay privately, either because they are not eligible for public support or because they choose more flexible, higher-quality services (Woolham et al., 2018). These clients tend to be more discerning: they expect professionalism, transparency, and high standards. Attracting them requires a marketing approach that speaks directly to their needs, as well as to the families and professionals who influence their choices.
To address this challenge, we apply the AAC framework:
Audience – the foundation: understand exactly who you are speaking to.
Awareness – ensure your target audiences can find you at the right time.
Credibility – once they have found you, prove you are the provider of choice.
Below, we outline nine trade secrets, mapped to Awareness and Credibility, and supported by research and practical strategies. Together they offer a structured answer to the question: how to market home care successfully to attract private clients.
Audience: The Foundation
1. Know Your Audience: Families and Clients Are Not the Same
Understanding your audience is the foundation of all effective home care marketing. Private clients fall into several distinct groups:
Older adults planning ahead: They may seek companionship, help with daily tasks, or live-in care to maintain independence. Their focus is on dignity, autonomy, and continuity.
Families arranging care: Often adult children in their 40s–60s, they are concerned with safety, reliability, and communication. Many begin their research online and rely heavily on reviews (BrightLocal, 2022).
Referrers: GPs, hospital discharge teams, and social workers often act as gatekeepers, directing families to providers they trust.
Local commissioners: Even if they are not funding care, commissioners may provide information and reassurance to families exploring private options.
Research shows that self-funders often face challenges navigating the care market, and they rely heavily on recommendations from both professionals and peers (Woolham et al., 2018). Families play a central role in this decision, often taking the lead in researching providers (Lynch et al., 2022).
Trade Secret: Develop clear personas for each audience. For example:
“Independent Retiree” – values flexibility, companionship, and lifestyle.
“Adult Daughter in a Crisis” – needs reassurance, transparent pricing, and rapid availability.
“Hospital Discharge Planner” – prioritises compliance, reliability, and capacity.
Tailor your communications to each persona: for families, highlight your responsiveness and transparency; for clients, focus on independence and quality of life; for referrers, emphasise reliability and training standards.
Awareness: Being Found at the Right Time
2. Build a Strong Digital Foundation
Your website is the modern shopfront of your service. With 55% of over-75s now regular internet users (Ofcom, 2023), older adults themselves are increasingly comfortable online. Families, however, are the heaviest searchers and will almost always start digitally.
Research in senior housing marketing shows that websites are a critical first impression, influencing both awareness and credibility (Kapoor et al., 2022). A poorly designed, outdated site suggests a poorly managed service, while a professional, transparent site signals quality.
Trade Secret:
Make your website mobile-friendly, with accessible design and clear navigation.
Provide transparent information about services, fees, and CQC (or equivalent regulatory) ratings.
Include high-quality photos of carers and clients (with consent).
Provide multiple, easy-to-find contact options: phone, email, and enquiry forms.
Implement SEO strategies targeting phrases like “private home care near me,” “live-in carers in [town],” or “hourly home care [county].”
Invest in PPC advertising to capture high-intent searches at the moment families are making decisions.
Your website is often the first test of professionalism. Fail here, and many families will move on without contacting you.
Led by Will, the team at Bridgehead were brilliant. I could not recommend them highly enough. They have a unique understanding of the adult social care media and policy landscape.
Ben Ashton, Founder, GoodOaks Homecare
3. Get Found Through Local Search
Families almost always search locally. Queries such as “home care near me” or “private carers in Reading” are common. Local SEO is therefore essential to appear in map listings and organic search. Online reviews are equally vital: 84% of people trust online reviews as much as personal recommendations (BrightLocal, 2022).
Trade Secret:
Maintain an accurate Google Business Profile with up-to-date services, contact details, and photos.
Encourage satisfied clients and families to leave detailed reviews.
Use localised keywords throughout your website content: neighbourhoods, towns, and counties.
Share updates regularly on your Business Profile: new services, community events, or awards.
Strong local search presence ensures you are visible precisely when families are actively looking.
4. Make Social Media Work for You
Social media is a powerful way to humanise your service. For home care, it demonstrates transparency and allows families to see the “human side” of care. Research shows that storytelling through digital platforms builds emotional engagement and trust in healthcare providers (Liang & Scammon, 2011).
Trade Secret:
Share authentic stories of carers making a difference in clients’ lives.
Highlight staff training, community engagement, and milestones.
Post short videos introducing your team, explaining services, or showcasing community initiatives.
Run targeted Facebook and Instagram ads to reach families in your catchment area.
Social media should not be about follower counts but about reassurance, visibility, and credibility.
5. Connect With Your Community
Home care is delivered in people’s homes, but your reputation is built in the community. Families often rely on local word-of-mouth and community reputation as indicators of quality (Calhoun et al., 2006). Engagement also supports resident wellbeing: research shows community connection reduces loneliness and improves health outcomes for older adults (Bu et al., 2020).
Trade Secret:
Partner with local charities, churches, and GP surgeries.
Sponsor community events, dementia awareness workshops, or intergenerational projects.
Distribute leaflets in community hubs such as libraries and pharmacies.
Community presence builds awareness before families even begin their search.
Credibility: Converting Interest into Trust
6. Shine a Light on Your Carers
Carers are the heartbeat of your service — and your most persuasive marketing asset. Families judge quality by the people delivering care. Research highlights that families’ trust in care services is shaped by staff professionalism and visible dedication (Lynch et al., 2022).
Trade Secret:
Profile carers on your website and social media: their training, motivations, and personal stories.
Celebrate staff achievements and long service awards.
Share “Day in the Life” videos to demonstrate professionalism and compassion.
Visible, valued carers reassure families that their loved ones will be in good hands.
7. Show Real Stories of Care
Testimonials and case studies are vital in persuading families. Research shows that authentic storytelling enhances credibility and influences decision-making in senior care (Kapoor et al., 2022).
Trade Secret:
Collect video testimonials from clients and families (with consent).
Publish anonymised case studies of how your service supported recovery after hospital discharge or enabled someone to remain at home longer.
Share milestones: client birthdays, anniversaries, or achievements.
Stories show that your promises are backed by real outcomes.
8. Work With the Media to Amplify Good News
External validation enhances trust. Positive media coverage and thought leadership improve perceptions of credibility in healthcare (Freidson, 2001).
Trade Secret:
Share stories with local press: carers going above and beyond, awards, or innovative programmes.
Offer commentary on policy debates, ageing, or dementia care.
Build relationships with journalists so your organisation becomes the “go-to” for local care insights.
When families see your service validated in trusted media, your credibility rises above competitors.
9. Track What’s Working — and Adapt
Marketing is not static. The most successful providers measure outcomes and adapt strategies. Research shows that organisations with structured marketing and data-driven communication outperform those relying on word-of-mouth alone (Calhoun et al., 2006).
Trade Secret:
Use analytics to track website traffic, enquiry sources, and conversion rates.
Ask every new client where they heard about you.
Monitor which campaigns (leaflets, PPC, social media) produce the best return.
Use this evidence to refine your investment and strategy.
Data-driven marketing demonstrates professionalism and ensures continuous improvement.
Conclusion
So, how do you market home care? The answer lies in combining Awareness and Credibility, built on the foundation of knowing your Audience.
Audience – understand clients, families, and referrers, and tailor communications.
Awareness – ensure visibility through digital presence, local SEO, social media, and community engagement.
Credibility – build trust with carers’ stories, authentic testimonials, regulatory transparency, and media validation.
By following these nine trade secrets, you will not only attract more private clients but also strengthen your reputation, build community trust, and demonstrate the quality that families are searching for in a home care provider.
References
BrightLocal (2022) Local Consumer Review Survey 2022. Available at: https://www.brightlocal.com/research/local-consumer-review-survey/ (Accessed: 20 September 2025).
Bu, F., Zaninotto, P. and Fancourt, D. (2020) ‘Loneliness, social isolation and all-cause mortality in older adults: A 15-year longitudinal study’, The Lancet Public Health, 5(1), pp. e62–e70.
Calhoun, M.L., Meischke, H. and Hammer, S.J. (2006) ‘Current marketing practices in the nursing home sector’, Health Care Management Review, 31(2), pp. 135–144.
Freidson, E. (2001) Professionalism: The Third Logic. Cambridge: Polity Press.
Kapoor, K., Dwivedi, Y.K. and Piercy, N.F. (2022) ‘Digital marketing strategies in the senior housing industry: new ways to reach prospective residents’, Boston University Business Horizons Review. Available at: https://www.bu.edu/bhr/2022/05/24/digital-marketing-strategies-in-the-senior-housing-industry-new-ways-to-reach-prospective-residents/ (Accessed: 20 September 2025).
Liang, B. and Scammon, D.L. (2011) ‘E-Word-of-Mouth on Health Social Networking Sites: An Opportunity for Tailored Health Communication’, Journal of Consumer Behaviour, 10(6), pp. 322–331.
Lynch, E., et al. (2022) ‘The factors that influence care home residents’ and families’ engagement with decision-making about their care and support: an integrative review of the literature’, Health Expectations, 25(6), pp. 2781–2798.
Ofcom (2023) Adults’ Media Use and Attitudes Report 2023. Available at: https://www.ofcom.org.uk/research-and-data/media-literacy-research/adults/adults-media-use-and-attitudes-report-2023 (Accessed: 20 September 2025).
Woolham, J., Norrie, C., Samsi, K. and Manthorpe, J. (2018) ‘Market shaping and home care: the experiences of older self-funders in England’, Health & Social Care in the Community, 26(1), pp. e129–e137.
