Table of contents
Getting clients for your home care agency isn't just about visibility - it's about credibility, focus, and knowing where to invest your limited time.
Whether you're starting out or trying to scale past your first few dozen clients, the challenge is the same: most agencies are competing on the same ground, using the same generic tactics, and struggling to stand out.
This guide focuses on what actually works. Not every tactic will suit your agency, but the most successful providers combine a few of these approaches deliberately, rather than trying everything at once.
We'll cover both foundational tactics you need to have in place, and growth levers that can accelerate client acquisition once the basics are solid.
Start with the foundation: What new clients actually check
Before you spend money on advertising or leaflet drops, make sure the fundamentals are in order. These aren't glamorous, but they're where most agencies lose potential clients.
1. Your inspection rating is your strongest client acquisition tool
Inspection ratings aren't just about compliance. They're one of the most visible signals of quality that families and commissioners use to shortlist providers.
How ratings impact client acquisition:
When families are looking for care, most will check your inspection rating before they contact you. A Good or Outstanding rating from the CQC immediately sets you apart and builds trust before you've even spoken.
Poor ratings have the opposite effect. Even if your service has improved significantly since your last inspection, potential clients won't know that — they'll just see the rating and move on to a competitor.
Understanding UK inspection systems:
Different regulators operate across the UK, but they all publish ratings publicly:
England (CQC): Four ratings — Outstanding, Good, Requires Improvement, and Inadequate. Outstanding is rare and worth promoting prominently across all your materials.
Scotland (Care Inspectorate): Six-point scale — Excellent, Very Good, Good, Adequate, Weak, and Unsatisfactory. All ratings are published online and searchable.
Wales (Care Inspectorate Wales): Four-point system (since April 2025) — Excellent, Good, Requires Improvement, and Requires Significant Improvement.
Northern Ireland (RQIA): Publishes detailed inspection reports online. While there's no formal rating system, the reports are publicly accessible and families will read them.
What this means for you:
If your rating isn't Good or above, focus your energy there first. Client acquisition tactics only work well when families trust your quality. Once you have a strong rating, make sure it's visible — on your website homepage, in your email signature, on leaflets, and in any materials you leave with GPs or hospitals.
Birdie's Q-Score feature helps agencies track care quality indicators in real time and predict their likely CQC rating, so you can address issues before they escalate.
2. Have a credible online presence
Most people looking for care start with Google. If your agency doesn't show up, or your website looks outdated or unclear, you've lost the opportunity.
Your website doesn't need to be expensive, but it does need to be clear, current, and trustworthy. At minimum, it should include:
- What services you offer and where you operate
- Your inspection rating (prominently)
- How to get in touch (phone number visible, not hidden behind forms)
- Evidence of credibility - testimonials, case studies, or accreditations
If you don't have a website yet, tools like Squarespace or Wix are affordable starting points. If you do have one, audit it honestly: does it look like a business someone would trust with their parent's care?
3. Use care management technology to improve efficiency and reputation
Technology isn't just an operational tool. It's also a competitive differentiator that affects how families and commissioners perceive your agency.
Why this matters for client acquisition:
Families expect transparency, responsiveness, and professionalism. When you use modern care management software, it signals that your agency is organised, accountable, and takes care quality seriously.
Systems like Birdie give your care team instant access to schedules, care plans, and medication records in real time. That means fewer mistakes, faster communication, and more time spent with clients instead of chasing paperwork.
For families, tools like Birdie's Family App provide 24/7 visibility into care visits and notes. That level of transparency is rare — and it's exactly what private clients expect and will pay for.
How technology benefits care workers and clients:
When care workers have the right tools, they're more confident and effective. They can focus on building relationships and delivering quality care, rather than being bogged down by admin or unclear information.
For clients, this means:
- Better continuity of care
- Fewer missed tasks or medication errors
- More meaningful time with their care worker
- Greater peace of mind for families
Strong operational systems also help with tendering. Commissioners want to work with agencies that can demonstrate compliance, report accurately, and manage care safely at scale. If your systems are manual or patchy, that's a barrier to winning contracts.
Growth lever 1: Build a referral engine, not just a referral scheme
Referrals are the highest-converting source of new clients — but most agencies approach them passively.
Rather than waiting for clients to recommend you, create a lightweight system that makes referrals easy and frequent.
How to do this well:
- After a positive review or care milestone, send a short email or message thanking the family and asking if they know anyone else who might benefit from your services
- Offer a small, tasteful incentive - a reduction in fees for a set period, or a wellbeing-related gift (avoid anything that feels transactional or undermines trust)
- Make it easy: provide a simple way for clients or families to pass on your details (e.g. a referral card, a short link to your contact page, or a one-line intro they can copy)
The key is timing and tone. Ask when trust is highest, not when you're desperate for business.
Growth lever 2: Win referrals from healthcare professionals
GPs, hospital discharge teams, occupational therapists, and district nurses are often the first to identify when someone needs home care. If they trust your agency, they'll recommend you.
Why this relationship matters:
Healthcare professionals are gatekeepers. Families trust their recommendations more than they trust advertising. If a GP or discharge nurse suggests your agency, you're already halfway to winning the client.
But these relationships don't happen by accident. Healthcare teams are time-poor and deal with multiple agencies. To stand out, you need to make their job easier.
What works:
Introduce yourself in person. Drop into local GP surgeries, hospitals, and community health teams with a one-page summary of your services, your inspection rating, and how you handle referrals (including response times). Keep it professional, not salesy.
Leave high-quality materials. Flyers or business cards are fine, but make sure they're clear and credible. Avoid generic stock photos or vague language.
Make referrals easy. Healthcare professionals will only refer to you if the process is smooth. Respond quickly to enquiries, communicate clearly, and follow up reliably.
Close the loop. When a referral works out well, let them know. A short message or call to say "Thank you for referring Mrs. Smith — she's settling in well" builds trust and increases the likelihood of future referrals.
This is a longer game than paid advertising, but the quality of clients is higher and the cost per acquisition is lower.
Growth lever 3: Build relationships with local community organisations
Community connections are often overlooked, but they can be a rich source of referrals — especially in areas where you're trying to grow.
Who to connect with:
- Local mobility shops
- Social clubs and day centres for older people
- Churches, mosques, temples, and other faith communities
- Charity groups and volunteer organisations
- Age UK branches or similar local support services
How to build these relationships:
Don't just drop off leaflets and leave. Take the time to introduce yourself, explain what you do, and ask how you can support the people they work with.
Offer to run free workshops on caregiving topics — how to support someone with dementia, how to prevent falls at home, or how to navigate the care system. These sessions build trust and position your agency as a credible, community-focused provider.
Sponsor local events or sports teams. Attend health and wellbeing fairs. The goal isn't immediate leads — it's to become a known and trusted name in your area. When someone needs care, they're more likely to choose a provider they've heard of.
Growth lever 4: Use a mix of online and offline advertising to reach decision-makers
Effective advertising isn't just about being visible — it's about reaching the right people at the right time.
Social media advertising
Social media can work well for home care, but only if you're strategic.
Facebook is the most effective platform for care agencies because:
- It's used heavily by people in their 40s, 50s, and 60s — the demographic most likely to be arranging care for elderly parents
- You can target by location, age, and interests
- It's relatively affordable compared to Google Ads
How to use Facebook well:
- Set up a business page and keep it current with regular updates, testimonials, and useful content
- Join local community groups (where permitted) and engage genuinely — don't just drop links to your services
- Use Facebook's paid advertising to promote specific posts to people in your area. Start small, test what works, and refine.
LinkedIn is less direct but useful for networking with other professionals in the care sector, which can lead to partnership opportunities or referrals.
Google Ads
Google is often the first place people search when they need care. Google Ads can put your agency at the top of search results — but only invest in this once your website and inspection rating are competitive.
When Google Ads make sense:
- You have a Good or Outstanding rating
- Your website clearly explains what you offer and how to get in touch
- You can respond to enquiries quickly (within hours, not days)
- You have budget to test and optimise over several months
A few principles for Google Ads:
- Target locally. Home care is a local service — widen your radius only if you're confident you can deliver there.
- Use clear, specific language. "Home care in [area]" beats vague promises.
- Track what works. If you're spending money on ads, know which ones lead to enquiries and which don't.
Local, offline advertising still works
Don't underestimate the power of traditional, community-based marketing. Home care is a local service, and many decision-makers (especially older family members) still respond well to offline tactics.
Effective local strategies:
- Leaflet drops in your service area — but only if they're well-designed and specific (not generic clip-art)
- Local newspaper ads, especially in parish magazines or community papers read by older demographics. Right-hand pages get more attention than left.
- Noticeboards in supermarkets, libraries, and community centres
- Visible signage if you have a physical office
- Open days at your premises — offer refreshments and give families a chance to meet your team
The most effective marketing strategies combine online and offline. Use digital to reach families researching online, and use local presence to reach decision-makers in your community.
Growth lever 5: Win private clients to build a sustainable business
Local authority rates are falling further behind the true cost of care. For many agencies, private clients aren't optional — they're essential for sustainability.
Private clients expect a higher level of service, transparency, and communication. That means:
- A professional, responsive service from the first phone call
- Clear, transparent pricing without hidden fees
- Family involvement - tools like Birdie's Family App give families 24/7 visibility into care visits and notes, which builds trust and sets you apart
If you're serious about growing your private client base, Birdie's Winning Private Clients Handbook is a practical, step-by-step guide based on what's worked for the UK's most successful agencies.
Growth lever 6: Win council tenders — but choose carefully
Council contracts can provide volume and stability, but only if the rates are sustainable.
Before pursuing a tender:
- Know your costs. Use tools like Birdie's Cost Benchmarking Calculator to understand whether a contract is viable.
- Understand the requirements. Some tenders require significant infrastructure, compliance systems, or reporting that smaller agencies may struggle to deliver.
- Prioritise quality of contract over volume. A poorly paid contract can destabilise your business.
If you're new to tendering, Birdie's Council Tenders Guide offers practical advice on what commissioners look for and how to structure a competitive bid.
What to focus on first
If you're just starting out:
- Get your inspection rating to Good or Outstanding
- Build a credible website
- Start building relationships with local GPs and healthcare teams
If you're trying to scale:
- Implement a referral system (not just a scheme)
- Invest in private client acquisition
- Consider targeted digital advertising — but only if the fundamentals are in place
How Birdie supports agency growth
Agencies using Birdie see a median growth of 7% more clients and 20% more hours of care within their first year.
Why? Because Birdie gives you the tools to deliver the quality and transparency that clients and commissioners expect:
- Family App — gives private clients the visibility and reassurance they're paying for
- Q-Score — helps you track and improve care quality, so you're always CQC-ready
- Analytics and reporting — makes tendering and audit processes faster and more credible
If you're serious about growth, the right systems make all the difference.
See how Birdie can help you grow your agency
Further reading
Published date:
April 4, 2024
Author:
Lucy Ogilvie
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