Attract Clients & Caregivers With Better Messaging: Home Care Heroes Podcast With Ankota Part 3

The key to attracting clients and caregivers is through proper messaging. Failure to understand your audience results in poor marketing and little-to-no results. Use these steps to get more from your job postings, social posts, videos, emails and more! 

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Featured: Home Care Heroes Podcast With Ken Accardi, CEO of Ankota


"I love the fact that when we were talking before we started recording here that you really impressed upon me and you want to impress upon the audience that this is not just about attracting clients for your agency. It's really about attracting caregivers as much as clients.

What do you want to do in terms of messaging to target both audiences?"


You know, it's one of those things and this is a fundamental piece in all marketing when we think about our audience.

That's what really matters, is thinking about them and less about what we're doing for them.

So, in other words, we want to focus on the results and what our target audience is going to get. When it comes to attracting clients and you're saying "hey, well, we do, you know, medication reminders and light housekeeping." and all the stuff is like, but they don't care about that.

They want the results that come from that! In many cases when it comes with working with clients the result is peace of mind, right?

Or another example is less stress for the child, that's getting the care for their parent.

We're not targeting the seniors. We're targeting the parent or the child of the parent in this case. They need care for their parent and they're the ones that are stressed and overwhelmed because they have their own life they are managing.

They have their own family that they're worrying about and so are marketing should speak directly to them and what a caregiver will do for them. Having support can give them peace of mind, increased energy, or quality time with their loved one. 

You're helping them live happier lives a that is what you are really selling.

You're not selling light housekeeping or medication reminders. That's just part of the process. The same philosophy should be used when attracting caregivers. 

Attracting Caregivers

What we include in our job posts is extremely important to be "selling" and not just listing the job responsibilities. I use the word selling very intentionally here because it is essential we start thinking differently in our communication. 

When it comes to recruiting caregivers, we are selling 100% and we need to leverage everything that we're doing in thinking about it from a sales mindset. 

There are a lot of jobs and not a lot of caregivers so it is essential that you are using proper messaging to stand out from your competitors. 

How can you sell to them?

Better Messaging

We start with understanding what they want. We're not selling the job responsibilities. If they are applying to be a caregiver then they know the basic responsibilities. 

If you've studied some of  the Home care pulse benchmarking study then it reveals great data on what it is that they want. The number one reason caregivers do what they do is because they want to make a difference.

Hook: Do you want to make a difference in the lives of your community?

That's the messaging. That's how we're drawing people in. Every caregiver is different and their should be different marketing to attract different types of caregivers and their desires. 

We don't want to use the same messaging because it's different.

On particular audience may be target target nursing students and so you job postings should reflect that particular audience. 

Hook: Are you an aspiring nurse looking to get experience prior to graduation?

Now, somebody who is a nurse sees the post and thinks "What's this? This is great. This is for me."

You may have somebody that works at an assisted living and are stressed out over their job. You can solve their problem, but first you have to connect with their problem. 

For example, they have so many patients that they're caring for which causes overwhelm and stress. You have an opportunity for them to work the same job for the same pay but only work with one client. Which do you think they will chose?

Hook: Are you tired of being stress caring for so many patients at one time?  How would you like to work with one?

Now you are presenting home care as a solution to their problem.  

In Review

This is an effective messaging strategy in everything that we do. You can use this with social media, videos, emails, flyers, brochures, and anything else marketing related. 

Our messaging is the most important thing to attract our ideal audience and speaking to them, not about ourselves, is what improves effectiveness and results. Utilizing this strategy is going to drive more sales. It's going to attract more caregivers and clients!


Do you want to learn how so many people just like you are getting incredible results on social media?

Then you've got to check out my brand new free training Social Media Success, where you're gonna learn the five biggest mistakes home care business owners are making and how you can avoid them.

All you got to do is go to and start watching today!


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