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Your 90-day home care marketing plan, month by month.
Month 1, get found and answer fast. Month 2, build steady sources. Month 3, grow what works. A simple plan for non-medical home care agencies, with a free one-page template at the end.
The short answer
What should a home care marketing plan include?
A good home care marketing plan fits on one page. It says how many assessments you want to book each month, who you want to reach, which sources you'll use, what you'll spend, who does each task, and the numbers you'll check every month.
Do it in order. Get found and answer fast first, then add steady sources like referral partners, then put money into ads once you know you can reply quickly and staff new clients.
Before day 1
Write down four things first.
Half an hour now makes the next 90 days much easier to judge.
1. Your goal
How many in-home assessments you want to book each month, and how many new clients you can staff.
2. Who you want to reach
Your towns, your main services, and how families pay: private pay, long-term care insurance, VA or Medicaid where you accept it.
3. Where you are today
Last month's inquiries, booked assessments and new clients, and where each one came from, as best you know.
4. Your capacity
How many extra caregiver hours you can fill. If you can't staff new clients, start with recruiting.
The 90 days
What to do each month.
One main job per month. Don't move on until the month's "done when" is true.
Month 1: Get found and answer fast
- Week 1: Finish your Google Business Profile. Set up a tracking number for each source and ask every caller "how did you hear about us?"
- Week 2: Ask happy families for reviews and reply to every review.
- Week 3: Make sure your website has a page for each service and main town, with your number and a way to book.
- Week 4: Answer every call and form, day and night. Test it yourself one evening.
Done when: families can find you, see good reviews and reach a person or booking in minutes.
Month 2: Build steady sources
- Week 5: List 20 local referral partners and pick your top 5.
- Week 6: Make a one-page leave-behind and visit your top 5.
- Week 7: Start posting weekly on Google and Facebook.
- Week 8: Set up follow-up for families who aren't ready yet, and check in with past inquiries who agreed to hear from you.
Done when: partners know you, and no inquiry is forgotten.
Month 3: Grow what works
- Week 9: Start Google search ads in your towns, if you can staff new clients.
- Week 10: Send each ad to a landing page that matches it.
- Week 11: Test a small Facebook and Instagram campaign, or caregiver recruiting ads if you turn away hours.
- Week 12: Review your numbers. Keep, fix or stop each source.
Done when: you know your cost per booked assessment for each source.
Need more options for any month? See 25 home care marketing ideas, sorted by budget.
Budget
Where your marketing budget goes.
Most of month 1 and 2 costs time, not money. Ads are the big spend, so they come last.
| Budget | Spend it on | Best for |
|---|---|---|
| Time only | Google profile, reviews, partner visits, weekly posts, service and town pages | Every agency, before anything else |
| Under $500 a month | Team photos, leave-behinds, tracking numbers, a small directory test | Building trust and knowing what works |
| Growth | Most of it on Google search ads in your towns, a smaller test on Facebook and Instagram, plus landing pages | Agencies that reply fast and can staff new clients |
For ads, we recommend at least $1,000–$1,500 a month to start, paid directly to Google and Meta. Answering every inquiry fast matters more than spending more. See the answering service guide.
What to track
The 5 numbers to check every month.
Write them down for each source on the first of the month. They tell you what to keep.
1. Inquiries
Calls, forms, texts and messages from families, by source.
2. First reply time
How long families wait before they hear back. Minutes, not hours.
3. Booked assessments
Inquiries that turn into an in-home assessment on the calendar.
4. Clients started
Assessments that turn into care. This is what grows the agency.
5. Cost per booked assessment
What you spent on a source divided by the assessments it booked. See how to work it out.
What to do with them
Put more into sources with a low cost per booked assessment. Fix slow replies before you add spend.
Free template
Your one-page marketing plan.
Copy this into a document or onto paper and fill in the right-hand column. Review it every 90 days.
| Section | What to write | Your answer |
|---|---|---|
| Goal | Booked assessments per month, and new clients you can staff | ______ |
| Towns | The towns and ZIP codes you serve | ______ |
| Ideal clients | Main services and how families pay | ______ |
| Sources | The 3 to 5 sources you'll use this quarter | ______ |
| Budget | Monthly spend for each source | ______ |
| Who does what | Who answers, who follows up, who visits partners | ______ |
| Reply promise | How fast every inquiry gets a reply, including evenings and weekends | ______ |
| Monthly numbers | Inquiries, first reply time, booked assessments, clients started, cost per booked assessment | ______ |
| Review date | The day you'll keep, fix or stop each source | ______ |
Ground rules
Three rules for the whole plan.
Know where each family came from
Ask on every call and note it. Without it, the 90-day review is guesswork.
Don't spend faster than you can reply
More inquiries with slow replies just means more families booking with someone else.
Keep it respectful and compliant
Don't imply a reader's health condition in ads, don't make medical claims, and get consent before you text or email.
Done for you
Rather not run the plan yourself?
Carefully Booked sets up and runs most of this plan for non-medical home care agencies, on GoHighLevel. Booked Core is $499 a month. Booked Growth, $999 a month, adds Google and Meta ads.
What's included
- A 24/7 AI receptionist that replies within 60 seconds and books assessments (month 1).
- Review requests, follow-up until care starts and past-inquiry check-ins (months 1 and 2).
- A website with landing pages, plus Google and Meta ads on Booked Growth (month 3).
- A monthly report with all 5 numbers, including cost per booked assessment.
Home care marketing plan FAQ
What should a home care marketing plan include?
Your goal for booked assessments, the towns and clients you want to reach, the sources you'll use, your budget, who does each task, how fast you'll reply, and the numbers you'll check every month.
How long does home care marketing take to work?
Faster replies and a better Google profile can help within weeks. Referral partners usually take months. Ads can bring inquiries within days, and by month three there's usually enough data to judge them fairly.
How much should I budget for a home care marketing plan?
Months 1 and 2 cost mostly time. For paid ads, we recommend at least $1,000–$1,500 a month in ad spend to start, paid directly to Google and Meta, once you can reply fast and staff new clients.
Which marketing numbers should a home care agency track?
Five numbers for each source: inquiries, first reply time, booked assessments, clients started and cost per booked assessment.
Can I run the marketing plan myself?
Yes. Most of months 1 and 2 is work an owner or office manager can do. Answering day and night and running ads usually need the right tools or outside help.
How often should I update my marketing plan?
Check your numbers every month and rewrite the plan every 90 days. Keep the sources that book assessments at a fair cost, fix slow replies, and stop what isn't working.
Turn your 90-day plan into booked assessments.
In 15 minutes we'll look at where your inquiries come from and which part of the plan would help you most.