By Lori Eberly
In the senior care industry, lead generation platforms like A Place for Mom and Caring.com often spark debate. Some providers swear by them, while others dismiss them as outright scams. As someone who spent several years behind the scenes, I’ve seen firsthand how these platforms actually work — and why success varies so widely among agencies.
It’s time to clear the air and debunk some of the most common myths.
Myth #1: Leads Are Blasted to Dozens of Agencies
One of the biggest misconceptions is that a single lead gets sent to 10 or more agencies, leaving providers battling it out in a chaotic free-for-all.
While this may be true with some lead generation platforms, the more established platforms have care advisers who speak directly with families first. After assessing needs, location and budget, they refer the family to a small number of agencies — often no more than four or five. This means leads are targeted, not blasted, and provides families with options from which to make an informed decision that best fits their needs.
While processes may have evolved slightly over time, the core model has always focused on connecting families with a manageable number of providers who are the right fit and providing families with options.
Myth #2: If a Lead Doesn’t Convert, It’s a “Bad” Lead
Here’s the truth: some agencies build their entire growth strategy on these leads and see strong return on investment. Others struggle to convert them.
Why the difference?
- Market dynamics: Some areas have higher demand or fewer competitors.
- Agency processes: Agencies with robust intake systems, strong follow-up procedures and dedicated sales staff consistently outperform those that don’t.
- Lead quality: Occasionally, yes, there are leads that simply don’t pan out — and reputable platforms typically issue credits for those.
The takeaway: a single lead source isn’t inherently “good” or “bad.” It’s one tool in the marketing toolbox, and outcomes depend heavily on execution.
Myth #3: You’re Paying for Clients
This is a big one.
Agencies often go into these partnerships expecting guaranteed clients. But what they’re actually buying is opportunities — not certainties.
For example, some lead platforms even offer live transfers of families ready to talk. Yet, industry data shows that nearly half the time, agencies don’t answer the phone when the transfer comes through. Even worse, many agencies only attempt follow-up once or twice before giving up.
Agencies that succeed treat every lead like gold, with fast response times and long-term follow-up strategies — because many families don’t make decisions overnight.
Myth #4: Lead Generation Platforms Don’t Care About Agencies or Families
During my time in the lead generation industry, I worked alongside teams who were deeply invested in seeing agencies succeed and helping families find care. They offered training, sales coaching and marketing insights to help providers maximize results, while also providing resources to families. If you are working with a lead generation service that doesn’t offer these resources, find another service. If your lead generation service does offer these services, take advantage of it.
Unfortunately, misinformation spreads fast — especially when frustrations run high. But it’s important to separate real challenges from myths.
Myth #5: Lead Generation Platforms Are a Waste of Money and a Scam
Just because you don’t get the results you expect doesn’t make a business a scam. A lead generation platform sending leads to multiple agencies also doesn’t make it a scam. The lead generation platforms I have worked with have all been upfront about how their processes work and have provided realistic expectations.
By the end of the month, if you got 10 leads and only one became a paying client, that means you paid $500-$600 to get a client who will likely bring in several thousand dollars of revenue to your agency. Rather than focusing on the number of leads that didn’t convert, calculate your ROI on the ones that did.
In comparison, step back and ask yourself how much you pay for digital ads, SEO, TV, radio, print media, health fairs, business expos, etc. without any guarantee you will get a client. You are paying for the opportunities. What you do with those opportunities can make or break you.
Setting Realistic Expectations
Here’s the bottom line:
- Lead generation platforms are tools, not silver bullets.
- Success requires realistic expectations, solid follow-up processes and consistent nurturing.
- If leads were guaranteed clients, they wouldn’t cost $50–$60 — they’d cost much more.
Like any marketing channel, it works for some agencies and not for others. But labeling platforms like A Place for Mom or Caring.com as “business to avoid” does a disservice to providers who could genuinely benefit from them.
Final Thoughts
For agencies exploring lead generation, the key is strategy. Evaluate your intake processes, set clear expectations and track ROI carefully. Understand that these platforms offer opportunities, not guarantees — and what you do next determines whether those opportunities become clients.
The senior care industry needs accurate information to thrive. Let’s focus on facts, not myths, so agencies can make informed decisions about the tools that support their growth.
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.
