For non-medical home care and home health agencies
Home care marketing software for agency marketing and home care advertising
AiMarketer runs the marketing a home care owner never has time for: local search ads for families searching tonight, steady updates to discharge planners and other referral sources, review requests after the first month of care and caregiver recruiting ads, all written in your agency's voice and launched only after you approve.
The agent drafts a real starter campaign for your business: the angle, three ads, a five-post calendar and a budget split. One free run, about 30 seconds.
You have had your free run here. Create your account and the agent writes you a full 90-day marketing plan for your business.
Campaign for . Describe your own business above to run yours.
Campaign angle & audience
Ready-to-run ads
Suggested budget split
First week of content
This is a live generated draft. Want AiMarketer to actually launch and optimize it for you? Describe your business above to run this on yours, or have AiMarketer launch and optimize the campaign for you. You have had your free run on your own business. Create your account and the agent writes you a full 90-day marketing plan for it.
No card required for the demo. Nothing goes live without your approval, and every approved ad and email is logged.
The short answer
Home care marketing software comes in three kinds. Agency management systems such as Aaniie include a CRM for referral tracking from $195 a month. Home care growth platforms such as HCMP charge $997 a month for software or $1,499 to $2,999 for done-for-you marketing. An AI marketing agent writes and launches the client, referral and caregiver campaigns for $49 to $499 a month.
Prices were read on each vendor's own US page. Vendors that only quote are named without a number.
A home care agency fills two funnels at once
Win a client you cannot staff and the hours go to another agency.
Families
Caregivers
Shapes show the stages, not measured rates. The agent runs both sides from one plan, so a new client campaign never outruns the caregivers you can put in the home.
What home care marketing costs a month
Six ways a US home care agency can pay for marketing, from the vendors' own pages in October 2026. They do different jobs. Most agencies keep their agency management software, add one way to run ads and reviews, and treat referral site leads as a top-up. Ad spend is always on top.
Agency software with a built-in CRM
Aaniie
$195 a month
All-inclusive plan up to 15 clients, then $13 per client a month. Scheduling, billing, payroll and CRM in one license.
AI chat for inquiries
CareFunnels
From $57 a month
AI website chat that answers families after hours. Voice and full CRM tiers on the vendor's pricing page.
Home care growth platform
HCMP PRO
$997 a month
Plus a one-time $495 setup. CRM, AI voice intake, call tracking, review requests, email and a social planner.
Done-for-you marketing
HCMP Gold to Diamond
$1,499 to $2,999
A month. Website, Google profile work, reviews, monthly articles and emails, more pages and social at higher tiers.
Referral site leads
Caring.com
$50 a lead (2018)
Reported by Home Health Care News in 2018. Current pricing is quoted by Caring.com sales and varies by market.
AI marketing agent
AiMarketer
$49 to $499
A month. Plans, writes and launches client, referral partner and caregiver recruiting campaigns after you approve each one.
1.1%
Share of revenue the average home care agency spends on advertising, per Home Care Pulse data cited by SagaPixel. The SBA suggests 5 to 10% for small businesses.
$80 to $150
Typical cost per lead SagaPixel reports for home care agencies on Google Ads. A lead is an inquiry, not a signed client.
Quote only
AxisCare, WellSky and A Place for Mom publish no prices for agencies. A Place for Mom bills per lead with no monthly fee or long contract.
If you are deciding whether bought leads beat your own ads, our home care leads cost breakdown works out the price per signed client for each source. For the search side, AI for Google Ads covers what Google's automation decides and what still needs a person.
One inquiry, three agencies, an example
- 8:02 pm Daughter submits a form on a referral site for her father, 84, after a fall
- 8:03 pm The same lead lands with three agencies
- 8:06 pm Agency A calls back and books an assessment for tomorrow
- 9:40 am Agency B calls. She already has an appointment
- 2:15 pm Agency C emails a brochure
Home care advertising is won on the callback
Families looking for care are usually in a hurry: a parent just came home from the hospital, or a fall made the decision for them. Referral sites send the same inquiry to several agencies, and the agency that calls first tends to book the assessment. That makes response time the cheapest marketing lever an agency has, and the one most ad spend quietly depends on.
The agent cannot answer your phone. What it does is make sure every ad and landing page leads to a number someone answers, routes inquiries to the person on call, schedules your ads for the hours you can respond, and reports cost per assessment booked rather than cost per click. If calls go unanswered after hours, a voice service that picks up and books the assessment pays for itself fast.
Inquiries
per week, by source
Assessments
booked from them
Signed clients
and cost per client
Home care agency marketing campaigns it runs for you
Tell it once about your agency: the services you are licensed for, the towns and ZIP codes you cover, languages, specialties such as dementia or post-hospital care, your hourly minimums and the words you never use. Every draft starts from that brief.
Local search ads
Ads on "home care near me", "in home care for elderly" and your town names, pointing at a page with services, areas and a phone number that gets answered.
Google Business Profile
Weekly posts, services and hours kept current, because that is what a family sees when they search your agency by name after a referral.
Referral partner updates
A short monthly email for discharge planners, case managers and elder law attorneys: start-time availability, specialties and languages.
Review requests
One message to the family after the first month of care, with no reward tied to a good rating, as the FTC review rule requires.
Caregiver recruiting ads
Job ads on Meta and search for CNAs, HHAs and companions, written without age or gender preferences, pointing at a short application.
Family nurture emails
For inquiries that were not ready: what care costs, how to pay for it and when to call back, spaced over a few weeks.
-
1
It drafts
The month's ads, emails and posts, each with audience, budget and dates.
-
2
You approve
Edit a line or approve it. Approved work goes out through the accounts you connect.
-
3
It reports
Every Monday: spend, inquiries, assessments, caregiver applicants and what it changed.
Five lines a home care ad should never carry
Families read home care ads carefully and so do regulators. These are the phrases that cause trouble most often. Each one is stored as a blocked claim, so a draft that uses it never reaches you.
Medicare covers our care
Private pay, long-term care insurance and VA benefits accepted
Medicare does not cover custodial care alone (Medicare.gov)
5-star rated agency, from hand-picked reviews
Your real Google rating, with the review count
FTC rule on fake reviews and review suppression, 16 CFR Part 465
Young female caregivers wanted
Caregivers wanted, every background welcome
Age Discrimination in Employment Act and Title VII
Nurses on call 24/7
Only what your license and staffing actually cover
State home care licensing and FTC Act section 5
A client photo with her diagnosis
Story told with written authorization, or none
HIPAA marketing authorization, 45 CFR 164.508(a)(3)
Paying for referrals
If you bill Medicare, Medicaid or another federal health program, paying for referrals of those patients can break the federal Anti-Kickback Statute, 42 USC 1320a-7b(b). Have a healthcare attorney read any per-referral contract before you sign it.
Texting families and applicants
Marketing texts to cell phones need prior express written consent under the TCPA, with statutory damages of $500 per violation. Emails carry your address and an unsubscribe link under CAN-SPAM.
Health targeting on Meta
Meta does not let advertisers target people by health conditions, and job ads fall under its employment ad rules. Campaigns target adult children by location and age, and caregiver ads run as employment ads.
A planning summary, not legal advice. State licensing rules for home care and home health advertising sit on top.
Who home care marketing software like this fits
Independent private-pay agencies
One office, an owner who also does assessments and scheduling, and no one to write ads or chase reviews.
Agencies in their first two years
Living on referral site leads and wanting their own search ads and referral partners before those fees pile up.
Franchise owners
Running local campaigns inside brand rules, with the franchisor's approved claims stored as the brief.
Multi-location operators
Two to fifteen territories, each with its own area, budget, caregiver needs and approver.
Medicare-certified home health agencies can use it too. Their marketing leans harder on physician and discharge planner referrals than on consumer ads, so the referral partner updates do most of the work.
Which plan
Starter at $49 a month runs one agency, usually local search ads or the review and referral partner emails. Growth at $149 runs client and caregiver campaigns together with budget optimization, which is where most single-office agencies should start. Scale at $499 covers up to 15 territories, each with its own approver.
What we are not: agency management software, an EVV or scheduling system, or a lead seller. Keep the system you schedule and bill in. The agent works through the ad, email and social accounts you connect.
AI marketing agent
Get next month's home care campaigns drafted this week
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Questions about home care marketing
How do home care agencies get clients?
Most home care clients come from referrals: hospital discharge planners, physicians, elder law attorneys, past clients and their families. The rest find an agency online, through Google search, the Google Business Profile and reviews, or through referral sites such as Caring.com and A Place for Mom. Marketing has two jobs, then: keep referral sources hearing from you, and be the agency a worried daughter finds and trusts at 10 p.m.
How much should a home care agency spend on marketing?
Home Care Pulse data cited by SagaPixel puts the average agency at 1.1% of revenue on advertising, while the SBA suggests 5 to 10% for a small business. In practice most single-location agencies spend $500 to $1,500 a month on ads, and $3,000 to $8,000 when they want steady growth with outside help. Work back from client value, not from a percentage.
What is the best marketing for a home care agency?
The best marketing for a home care agency is the mix that produces signed clients at a cost you can carry: a Google Business Profile with steady reviews, local search ads on "home care near me" type queries, a referral partner program, and a fast callback process for every inquiry. Social media helps recruiting caregivers more than it wins clients.
Is it worth buying home care leads?
It can be, if someone calls every lead within minutes. Referral sites sell the same family to several agencies, so the first agency on the phone usually wins. Caring.com was reported at $50 a lead in 2018 and A Place for Mom bills per lead with no monthly fee. If your callback takes hours, your own ads usually cost less per signed client.
How do I get more referrals for my home care agency?
Referrals grow from repeated, useful contact with the people who discharge or advise seniors: discharge planners, case managers, rehab and skilled nursing staff, geriatric care managers and elder law attorneys. Send them short updates they can use, such as same-day start availability, languages spoken and specialties like dementia care, and thank every source when a referral becomes a client.
Can home care agencies advertise on Facebook?
Yes. Home care agencies can run Facebook and Instagram ads, but Meta classes them as a sensitive category for health, so you cannot target people by health conditions, and employment ad rules apply to caregiver job ads. Most agencies use Meta mainly to recruit caregivers and to reach adult children of seniors by location and age.
Does Medicare pay for non-medical home care?
No. Medicare does not pay for personal or custodial care at home when that is the only care someone needs, and it does not cover 24-hour care at home. That is why an ad for a non-medical agency should never say or imply Medicare covers it. Private pay, long-term care insurance, VA benefits and some state Medicaid waivers are the usual payers.
What should a home care marketing plan include?
A home care marketing plan should name your target families and referral sources, the services and areas you cover, a monthly budget split between client and caregiver campaigns, a review request after every first month of care, a referral partner calendar, and the numbers you will track each week: inquiries, assessments, signed clients and cost per signed client.
Related reading
Weighing referral site leads against your own ads? Home care leads cost prices each source per signed client. If you are comparing a monthly retainer, affordable PPC management lays agency fees next to ad spend, and marketing automation cost covers the software side. Agencies with several territories should read franchise marketing software.