By Lori Eberly
The COVID-19 pandemic dramatically accelerated the demand for in-home care, bringing the industry into sharp focus.
Today, adults aged 65 and older are one of the fastest-growing populations in the United States—and the overwhelming majority say they want to age in place. While this sets the stage for massive growth in home care, many agencies are hitting a plateau.
What gives?
At the heart of the challenge is a familiar balancing act: maintaining enough caregivers to serve clients—and enough clients to give caregivers consistent hours. This was true before the pandemic and remains true now. But waiting for a “return to normal” isn’t the answer. It’s time to adopt new approaches that keep your agency agile, competitive, and primed for growth.
Tip #1: Keep Building Your Brand—Even When You’re Busy
The challenge:
During the pandemic, traditional in-person networking and sales tactics took a back seat. Agencies leaned heavily into digital marketing—SEO, social media, and paid advertising—to stay visible. But with demand surging and caregiver shortages widespread, many have since scaled back those efforts.
Why it’s a problem: Many agency owners view sales and marketing only as tools for attracting more clients. If you’re already at capacity, it may seem counterintuitive to invest in generating more leads. But shrinking your visibility hurts your business over the long term.
New mindset: Never stop building your brand. Instead of dialing back, adjust your messaging to serve both recruitment and client acquisition goals. Showcase what makes your team special—highlight caregivers through social media, testimonials, or short videos. Featuring employee stories not only appeals to potential hires but also builds trust with families. You can also update print or digital ads to include hiring messages that emphasize your agency’s commitment to compassionate care. Done right, your brand becomes a magnet for clients and caregivers alike.
Tip #2: Rethink the “Wait List” Approach
The challenge: More agencies are turning to wait lists as a stopgap when they don’t have staff to meet demand.
Why it’s a problem: In theory, wait lists help manage expectations. In practice, they’re often disorganized and rarely lead to follow-through—causing frustration for families and lost revenue for agencies.
New mindset: Treat every inquiry like a potential partnership. If you must wait-list a client, first:
- Be transparent about caregiver availability.
- Complete an in-home consultation.
- Provide a realistic start date.
- Offer interim resources.
- Ask for a service commitment.
- Log open hours into your scheduling system.
Stay in touch regularly to keep the relationship alive. Otherwise, by the time you’re ready to provide care, families may have gone elsewhere.
Tip #3: Collaborate with the Competition
The challenge: Caregiver shortages aren’t new—but the post-COVID landscape has made hiring and retention even tougher. Some agencies are forced to turn away families due to lack of staff.
Why it’s a problem: Even the best-managed wait lists don’t help you grow if you can’t serve the people calling you today.
New mindset: Embrace cooperation over competition. If you can’t meet a client’s full needs, partner with other local providers to deliver shared care. This kind of collaboration shows families you’re committed to helping them, builds trust within your community, and allows for shared caseloads during tough staffing periods.
Initially, families may be hesitant about coordinating care with multiple agencies—but it’s becoming more common. Framing it as a team effort to provide timely care can help put them at ease.
Tip #4: Respond Quickly and Personally
The challenge: Delayed follow-up or impersonal communication leads to missed opportunities—with both clients and job applicants.
Why it’s a problem: People are reaching out because they need your services or are ready to work. If they don’t hear back promptly, they’ll go elsewhere.
New mindset: Treat every inquiry—whether from a potential client or caregiver—as urgent. Train your team to respond the same day, ideally answering calls live. If a follow-up is needed, use phone, email, and even text to keep communication timely and personal.
And don’t write people off after one interaction. Stay in touch. Someone who didn’t sign on three weeks ago may be ready now. A caregiver who was looking for overnights may have new availability next month. Circumstances change—and staying on their radar keeps you in the running.
Tip #5: Lean on Conversion Experts
The challenge: Digital marketing and online lead conversion can be overwhelming, especially for agencies without a strong marketing background.
Why it’s a problem: Without experience or strategy, it’s easy to miss opportunities and waste time and money.
New mindset: Partner with experts, such as the team at Senior Care Marketing Max, a division of Ring Ring Marketing that specializes in marketing for home care agencies.
Lori Eberly is a college professor and program director of health sciences at Appalachian State University. She is also the founder of Senior Care Strategy, a consulting and coaching firm dedicated to helping home care agency owners and senior living leaders grow their businesses with purpose, efficiency and heart. With nearly two decades of experience as a multi-unit home care franchise owner, she blends academic insight with real-world expertise to shape the future of health care leadership and senior care.
