You've formed your LLC, obtained your license, hired your first caregivers, and your agency is officially open for business. Now comes the hardest part: getting clients through the door.
The good news? The demand is massive. According to AARP, 75% of adults over 50 want to remain in their homes as they age, and the Bureau of Labor Statistics projects 765,800 annual job openings for home health and personal care aides over the next decade. The clients are out there — you just need a system to reach them.
This guide gives you 10 proven strategies to land your first 10 clients, ranked by effectiveness and speed. No theory — just actionable steps you can execute this week.
Referrals are the #1 source of clients for home care agencies. Start building relationships with discharge planners, physicians, and community organizations before you're officially open. Your first 10 clients will come from people, not ads.
Strategy 1: Build Referral Relationships Before You Launch
Don't wait until you're licensed to start networking. Two to four weeks before your official launch, begin introducing yourself to the key referral sources in your service area:
- Hospital discharge planners — They coordinate care for patients being discharged and need reliable home care providers to refer to
- Skilled nursing facility (SNF) case managers — Patients transitioning from SNF to home need ongoing care
- Primary care physicians and geriatric specialists — They see patients who need home care support daily
- Social workers — Both hospital-based and community social workers connect families with care resources
How to Approach Referral Sources
Walk in with a professional one-page leave-behind that clearly explains your services, service area, availability, and how to make a referral. Keep your pitch focused on how you solve their problem: "I make your discharge planning easier by providing reliable, responsive home care within 24–48 hours of referral."
Follow up every 2–4 weeks. Bring value each time — share a helpful industry update, offer a free in-service training for their staff, or simply ask how you can make their job easier.
Strategy 2: Claim and Optimize Your Google Business Profile
When families search "home care near me" or "home care agency in [your city]," you need to appear in the local map pack. This is free and one of the highest-converting marketing channels available.
- Claim your Google Business Profile at business.google.com
- Complete every field: business name, address, phone, hours, services, service area
- Add high-quality photos of your team and office
- Choose the right primary category ("Home Health Care Service" or "Home Care Agency")
- Post weekly updates about your services, community involvement, or caregiving tips
- Ask every satisfied client to leave a Google review (this is the #1 ranking factor)
Agencies with 10+ Google reviews and a 4.5+ star rating dominate local search results. Start asking for reviews from day one — even from the families of your first client. Every review compounds your visibility.
Strategy 3: Network with Senior Centers & Community Organizations
Senior centers, Area Agencies on Aging, faith-based organizations, and local nonprofits serving older adults are natural referral partners. They interact daily with seniors and families who need home care but don't know where to turn.
- Offer to host a free educational workshop at the senior center on topics like "How to Choose a Home Care Provider" or "Understanding Medicare Home Health Benefits"
- Leave brochures and business cards at community bulletin boards
- Attend local networking events, Chamber of Commerce meetings, and health fairs
- Partner with churches and faith communities that serve elderly congregants
These organizations trust providers who show up consistently. One workshop can generate 3–5 warm leads.
Strategy 4: Leverage Your Personal Network
Your personal and professional network is an underused asset. Many first-time agency owners feel awkward promoting their business to friends and family, but here's the reality: everyone knows someone who needs home care or knows someone who does.
- Announce your agency launch on LinkedIn, Facebook, and in community groups
- Email your personal contacts with a professional announcement and a clear ask: "If you know anyone who could benefit from reliable home care services, I'd be grateful for the introduction"
- Ask friends in healthcare for warm introductions to discharge planners and physicians
Strategy 5: Create a Simple, Professional Website
Your website doesn't need to be fancy, but it needs to exist and communicate credibility. Families researching home care options will look you up online before calling. A clean, professional site with clear service descriptions, your service area, a phone number, and a way to request a consultation is enough to convert.
- Include pages for each service you offer (personal care, companionship, respite care, etc.)
- Add a clear "Request a Free Consultation" call-to-action on every page
- Include testimonials as soon as you have them
- Optimize for local SEO with city-specific pages and keywords
Strategy 6: Partner with Home Health & Hospice Agencies
This is a strategy many new agency owners overlook. Home health and hospice agencies serve patients who often also need non-medical home care — help with bathing, meal prep, companionship, and errands that their skilled staff doesn't provide.
Reach out to established home health and hospice agencies in your area and offer to be their preferred non-medical home care referral partner. It's a win-win: they provide better comprehensive care to their patients, and you get a steady stream of qualified referrals.
Strategy 7: Implement a Client Referral Program
According to the Home Care Association of America, current and past clients are the #1 source of new referrals for established agencies. Even when you have just 2–3 clients, you can start a referral program.
- Offer a service discount or gift card for every successful referral
- Provide referral cards that clients can share with friends and family
- Make it easy: "If you know anyone who could use our help, give them this card or have them call us"
- Check in with families regularly — satisfied families refer naturally when the moment arises
Strategy 8: Connect with Elder Law Attorneys & Financial Advisors
Elder law attorneys, estate planners, and financial advisors often work with clients navigating long-term care decisions. They're advising families on how to pay for care, and they need trustworthy home care providers to recommend. Introduce yourself, explain your services, and make yourself available as a resource.
Putting It All Together: Your 30-Day Client Acquisition Plan
| Week | Actions | Expected Outcome |
|---|---|---|
| Week 1 | Claim Google Business Profile; announce launch to personal network; print leave-behind materials | Online presence live; 5–10 personal network contacts informed |
| Week 2 | Visit 5–8 hospitals/SNFs to meet discharge planners; call 5 physician offices | 3–5 referral relationships initiated |
| Week 3 | Contact 3–5 senior centers; schedule a free workshop; follow up with Week 2 contacts | 1–2 workshop dates set; first referral conversations |
| Week 4 | Reach out to 3 home health/hospice agencies; contact elder law attorneys; ask first clients for Google reviews | 1–3 first clients; referral pipeline building |
Getting your first 10 clients is a relationship game, not an advertising game. The agencies that ramp up fastest are the ones that build genuine relationships with referral sources and deliver exceptional care from day one. Every happy client becomes your most powerful marketing channel.
Need Help Getting Your Agency Off the Ground?
TBOSC helps entrepreneurs in all 50 states launch and grow successful home care agencies. From licensing and compliance to marketing strategy — we're with you every step of the way.
Book a Free Strategy Call More ResourcesFrequently Asked Questions
How do home care agencies get their first clients?
The most effective path is building referral relationships with hospital discharge planners, physicians, and community organizations. Most agencies get their first 1–3 clients through direct referral outreach and personal network connections, not advertising.
How long does it take to get 10 clients?
Most agencies acquire their first 10 clients within 2–4 months of launching, assuming active referral outreach and a solid online presence. Agencies that start networking before they're licensed tend to onboard clients faster.
What's the best marketing strategy for a new home care agency?
Start with Google Business Profile optimization (free), direct referral source outreach (free), and personal network activation (free). These three strategies alone can get you to 10 clients. Add a professional website and online reviews as you grow. Save paid advertising for after you've established a referral base.
How important are online reviews for home care agencies?
Extremely important. Families researching home care providers check Google reviews before making a call. Agencies with 10+ reviews and a 4.5+ star rating rank higher in local search and convert more inquiries. Start asking for reviews from your very first client's family.