Define Your Message, Your Call to Action, Your Unique Selling Proposition

Home Care Marketing Book

(Excerpt from “Let There Be Leads”, Available at

By Valerie VanBooven RN BSN and George Novoson

Hopefully by now you know that although your client might be a senior, your market is really the adult child of the aging parent. Typically, it’s not the “senior in need” who makes the call for services. It’s a family member who is concerned about them.


Market to adult men and women age 35 and over. These are the folks who find themselves with aging adult challenges.


Take a look at any local home care agency’s website. Look at all of the national franchise sites. What do you see?


  1. A lot of similar messages
  2. A lot of similar statistics.


Here are just a few of the selling messages that are on websites nationwide:


Example 1:

“Local, loving in-home care. We help maintain independence and quality of life.

Senior Care | Respite Care | Advance Care Needs

XXX XXX caregivers travel to clients’ homes to provide care services and living assistance, allowing seniors and disabled individuals to live comfortably and independently.”



Example 2:


“Keeping the Heart at Home. When a xxx xxx caregiver arrives, you’re doing more than ensuring premium care for your loved one – you’re gaining peace-of-mind in knowing everything is under your control. And, getting the in-home care you need can be surprisingly affordable.”


Example 3:


“If you’re like most people, you’re looking for the best care available for yourself and your family. As your loved ones experience the physical and emotional effects of aging such as memory-related disorders (dementia and Alzheimer’s), illness or injury, you’re seeking reassurance that their safety, comfort, dignity and well-being will be protected as they continue to live independently in their homes. xxx xxx opens the door to peace of mind by providing the high quality care your loved ones deserve. “


Example 4:

“Life At Home Is The Key To Independence.

XXX XXX  Home Care is dedicated to delivering compassionate non-medical and skilled care to clients at home by trained and dedicated staff who continuously strive for excellence.  We provide personalized home care and related home support services to individuals, regardless of age.  The services we offer span from pediatric to geriatric care and from minimal needs for socialization, transportation and homemaker services to the more personal needs of grooming, bathing and other assistance with activities of daily living, to the highly complex technology dependent care requiring significant skilled intervention.”


Example 5:

“Taking Care of the Greatest Generation…Yours

When you’re faced with needing care or giving care, a little help can go a long way. XXX XXX provides one-on-one compassionate in home care services to:


  • seniors
  • new & expectant mothers
  • working parents
  • individuals in need of continuing and recuperative home care


From a few hours a week to around the clock home care, we’re here to help!”


How Can Your Message Give You the Edge?


In order to set yourself apart from the other 50 home care agencies in your local area, be sure to specialize.


Here are some examples of specialized services: What’s Your Speciality??


  1. Alzheimer’s / Dementia trained staff (really trained, not just “assuming” they’re good at it)
  2. Veterans Care via “VA Aid and Attendance Pension” benefit. This may be a low margin business, but helping veterans get qualified for this type of assistance can increase your bottom line. (Use a program like “” )
  3. Mobility Issues like Parkinson’s Disease, ALS, MS etc.
  4. Hospital to Home Transitions
  5. Reducing Hospital Readmission Rates
  6. Live-In Caregivers
  7. Pediatric Home Care Services
  8. New Mom Care
  9. Post-Stroke Care
  10. Post Surgical Care
  11. Cardiac Care



Messages That Sound Nice, But are the Same as Everyone Else

(a.k.a platitudes)


  1. Quality Care (as opposed to bad quality???)
  2. Specialized Care (without defining what that means and backing it up)
  3. We treat clients like family. (Yuk)
  4. Dependable, Reliable Caregivers (as opposed to unreliable caregivers?)
  5. Family Owned and Operated. (Most are…)
  6. We provide peace-of-mind.
  7. Compassionate Care


Many of these platitudes are phrases that all home care agencies will use in their marketing materials. The challenge here is to find something that makes you DIFFERENT. Why are you different from the 50 other home care agencies in your area? What do you do that no one else can do?


Figure it out, and win your market.


Follow Us!

Valerie VanBooven RN BSN

Co-Owner, Author at LTC Expert Publications
Valerie VanBooven, Managing Partner/ Co-Owner of LTC Expert Publications
Valerie’s motto and favorite saying is: “Impact is not created by big budgets, impact is created by innovative marketing ideas!”
Valerie is a Registered Nurse and the author of three books, Aging Answers (2003), The Senior Solution (2007) and Priceless Caregiving (2009). Her adventure in internet marketing began as a self-promotion experiment and ended up becoming a full time marketing consulting business for the elder care market.

Valerie has appeared on national television (Today Show), has hosted her own local radio show, and has been interviewed for dozens of publications and radio shows across the country regarding her business and the business of elder care.
She fast became the foremost authority in driving sales via the internet, seminars, and e-mail for senior service providers and elder care entrepreneurs.While Valerie’s best known for her expertise in marketing, her students share that her biggest impact comes from her ability to make things happen quickly, even on a small budget.
Google Verified Author
Follow Us!