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Client Acquisition for Home Care Agencies: Prioritizing Local Engagement and Building Trust Early On

For the purpose of acquiring new clients for home care agencies, it’s not about choosing between in-person local engagement and the digital channels — they work best together. Prioritizing genuine community involvement and establishing trust with prospects – and everyone you encounter in fact! – from the very first conversation is the foundation for lasting client acquisition and success for agencies. Digital methods amplify this presence, not replace it.

Read on to learn how to build a reliable client acquisition engine.

1. Lead with community presence

  • Attend, sponsor, and actively participate in local events, health fairs, senior centers, and workshops.  Be seen in the community.
  • Become a trusted resource by regularly educating and collaborating with local hospitals, nursing homes, and rehabilitation centers, as well as faith-based organizations. Leverage these partnerships to help patients transition smoothly to home care.
  • Encourage staff to engage in personal outreach with community leaders, clergy, social workers, and business owners—building credibility and trust early in the relationship. 

2. Build trust early on in every interaction

  • As you encounter anyone, treat them as a new client prospect and as an opportunity to listen, empathize, and guide as well as add value —not just to “close a sale.”
  • Be willing to work with them even before they become a paying client. This may include providing care expertise that you have or advising on how to get organized within the family for the care of a loved one.
  • Be transparent about services, pricing, and expectations from day one.
  • Follow through on promises promptly—small actions in the first days set the tone for a lasting relationship.
  • Train intake and caregiving staff to prioritize rapport, empathy, and consistent follow-up.

3. Seek client and family feedback and referrals

  • Ensure that you deliver outstanding, compassionate service so clients naturally want to recommend you to other people in their network needing help.
  • Don’t be afraid to ask for feedback: be sure to immediately act on any constructive feedback and ask for referrals from those who have had a positive experience.
  • Include families in the broader feedback conversation, as they are a critical part of the “care circle” you support as well as the overall client experience that you offer.

4. Communicate with transparency and consistency

  • Communicate clearly and honestly with clients, families, and partners, setting realistic expectations from the beginning.
  • Respond and follow up promptly to reinforce reliability and respect.
  • In the case of any issues or challenges, ensure that you address them promptly and demonstrate that you are committed to listening actively and delivering on your promises.

5. Leverage digital tools for discoverability

  • Make your agency easily discoverable by keeping business details accurate across Google, Bing, Yelp, Caring.com, and other platforms and implementing SEO (search engine optimization) best practices.
  • Keep your contact information, service area, and service descriptions up to date so referrals can find and reach you without hurdles.
  • Use your website, local directories, and social media to amplify the trust you’ve built in person.
  • Share photos, stories, event recaps, and testimonials through online channels to connect with people who find you after hearing about your work locally.
  • For those who initially find you online, reach out to them immediately to connect in person/ on the phone and begin to build trust from the very first conversation (see #2 above)

How Mariposa Helps with Your Client Acquisition

Mariposa is a modern home care software platform designed to help agencies deliver personalized care while strengthening client and family relationships. Here’s how we support your client acquisition strategy:

  • Trust Building: The Mariposa app helps agencies extend client reach and establish trust early on by enabling them to begin collaborating and communicating with families immediately, even prior to providing any caregivers.
  • Personalized Care Plans: Allows collaborative, detailed care plans that foster confidence in care quality.
  • Transparent Communication: Client and family mobile app access offers real-time updates, shared calendars, and care notes for peace of mind for all those in the care circle.
  • Supports Digital Presence: Your agency is presented on the Mariposa app as a trusted service partner to those in need of caregivers in your local areas in an organized, professional way that complements your on-the-ground relationship building.

By integrating Mariposa into your approach, your agency can build trust early, deepen community connections, and strengthen both local and digital channels for sustainable growth.

Team Mariposa

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