What’s Actually Working in 2025 to Generate More Clients and Billable Hours for Home Care Agencies

Most agencies promise the world… but deliver confusion and wasted ad spend.

Here’s the problem: there’s often a massive disconnect between home care owners and digital marketing agencies. Expectations aren’t clear, results take longer than expected, and it’s hard to know which services are actually worth your time and money.

That’s why I recorded a session breaking it all down — what’s working, what’s not, and how to approach digital marketing the right way.

Watch the full recording here and check out the full written summary if you prefer to skim: 

Opening / Introduction

• Nick Bonitatibus opens by sharing excitement for the upcoming Home Care Champions Experience (September 24–26 in San Diego).

• Emphasizes the event’s focus on connection and collaboration.

• Shares past skepticism of digital marketing agencies due to lack of specialization.

• Praises Welton’s team for alignment and integrity, setting up today’s session on digital services Nick doesn’t offer himself.

Main Training Content

Digital Marketing Context for Home Care

• Digital marketing is not a silver bullet for client generation.

• 80% of leads still come from referral marketing.

• Families will still Google you even if referred — digital validates your business.

• The best strategy is integrating digital with in-person networking.

Bottom-Up Marketing Framework (Welton’s Strategy)

1. Answering inbound inquiries 

2. Referral marketing 

3. Google reviews 

4. Website optimization 

5. Local SEO (Google 3-Pack) 

6. Google Ads (short-term boost or defense) 

7. SEO (long-term strategy) 

8. Social media (branding and awareness)

Avoid focusing on shiny objects before getting the fundamentals right.

Google: Three Key Entry Points

1. Google Ads

• Paid listings at the top of search results.

• Short-term, pay-to-play approach.

• Best for:

  • Agencies defending market share

  • New agencies seeking quick growth

• Important Note: It now takes ~$820 to acquire one client through Google Ads.

• Recommendation: Start small and focus on specific zip codes or underserved areas.

• Your website and reviews must convert — otherwise, ads are wasted.

2. Google 3-Pack (Local Pack)

• Welton’s favorite strategy — it’s free.

• Three top-ranked businesses shown in local search.

• Ranking depends on: 

  1. Google Business Profile (GBP): Must be fully updated with About section, services, photos, etc.

  2. Google Reviews: Quality and quantity matter.

  3. Citations: Matching name, address, phone number (NAP) across directories.

     • Use Moz.com/local to scan your citation presence.

3. Organic SEO

• Appears below the 3-Pack in search results.

• Takes 9–12+ months to gain traction.

• Requires consistency and patience.

• Avoid “black-hat” strategies — Google penalizes manipulation.

• Best used after the above strategies are dialed in.

Website Optimization

Key Elements for Conversion

• Clear Call to Action: Phone number should be easy to find and visible on mobile at all times.

• Mobile Optimization: Most visitors are on mobile. Test your site using Google PageSpeed Insights.

• Differentiate Yourself: Make it clear how you’re different from competitors. Don’t bury the message.

• Social Proof: Embed reviews or add typed testimonials.

• Videos Build Trust: Real company videos convert better than AI, animations, or actors.

• Strong About Page: Showcase real team members with names and photos — avoid stock content.

Nick emphasizes:

“Real people create trust. A logo or animation can’t build a relationship.”

Google Reviews: Building and Managing

Why They Matter

• They heavily influence consumer trust and your presence in local search results.

• Reviews are visible even when people are just looking for your website or phone number.

• Google aggregates reviews from multiple platforms (Google, Yelp, Facebook, etc.).

How to Get More Reviews

1. Text the link directly after a positive interaction.

2. Ask for before-and-after stories to capture transformation.

3. Use caregiver contests: Families mention caregivers by name in their review.

4. Create review cards with QR codes.

5. Use scripts and reminders to make it easy and consistent.

6. Build habits into team meetings to set goals (25, 50, 100 reviews).

Nick adds:

“You don’t need hundreds. Even 12 reviews can bring leads if your competitors have none.”

Handling Negative Reviews

• Step 0: Don’t respond emotionally.

• Step 1: Call the reviewer and resolve the issue offline.

• Step 2: If unresolved, leave a professional public response.

• Step 3: Then flag the review with documentation.

Notes:

• Google trusts businesses with 4.6–4.8 stars more than those with a perfect 5.0.

• Caregivers should not leave Google reviews. Use Glassdoor or Indeed instead.

Social Media Strategy

What Works

• Real content > stock content. 

• Post:

  • Onboarding photos

  • Birthdays and celebrations

  • Marketing outings

  • Caregiver testimonials

  • Behind-the-scenes moments

Nick’s Tips

• Don’t post generic templates.

• Use your personal brand to grow followers, then invite them to your agency page.

• Post 1–3 times per week. Focus on quality.

• You’re not just competing with other home care agencies — you’re competing with everything in someone’s feed.

Audience Questions

Q: Should I stagger Google reviews or get them all at once? 

A: Stagger them. Google doesn’t like “bursts” and may filter them. Make asking for reviews a consistent weekly habit.

Final Thoughts / Summary

• Referral marketing is still your top growth driver.

• But your online presence backs it up and amplifies the results.

• Bottom-up strategy wins:

  • Answer calls well

  • Build reviews

  • Improve your website

  • Rank locally on Google

  • Add ads and SEO when ready

  • Use social media strategically and authentically

Nick’s closing point:

“This doesn’t replace direct sales — it supports it. Most people look for digital marketing because they’re avoiding doing the work of marketing. Don’t be that person.”

Calls to Action

1. Log into and optimize your Google Business Profile. 

2. Scan your citations at moz.com/local. 

3. Use Google PageSpeed Insights to test your website. 

4. Start asking for Google reviews via text message. 

5. Rebuild your About page with real photos and bios. 

6. Connect with Welton Hong on LinkedIn. Also - be sure to follow Senior Care Marketing Max and The Home Care Post

7. Join the Home Care Champions Experience – September 24–26 in San Diego.