Home Care Marketing & Sales Mastery by Approved Senior Network®

Valerie VanBooven RN BSN
  • 4.6 (9)
  • MARKETING
  • UPDATED BIWEEKLY

Dawn Fiala, Lisa Marsolais, Annette Ziegler, and Valerie VanBooven RN BSN provide insight into home care marketing strategies. They cover in-person, in-field sales and online marketing every other week. These podcast episodes are part of the Home Care Marketing Mastermind, sponsored by Approved Senior Network®. Find more information at https://ASNHomeCareMarketing.com

  1. FEB 12

    Tax Refunds Stole My Applicants And Other True Stories Of Caregiver Recruiting

    Send a text Growth stalls when great clients arrive and caregiver applications vanish. We tackle that crunch head-on with a practical, fast-moving playbook to recruit exceptional caregivers in a competitive market—and to keep them after day one. We start by naming the seasonal dip few talk about: tax refunds and school breaks reduce both applications and availability every spring. The fix is to prepare early and compress the entire hiring cycle, so motivated candidates choose your agency within days, not weeks. We walk through a two-day job fair strategy designed less for foot traffic and more for urgency. Promoting on job boards, social, and text lists with “interviews on site” sparks immediate requests to interview now. Pair that momentum with a text-first workflow: a short form screens deal breakers, candidates self-book interviews 24/7, and you run a thorough phone interview without forcing duplicate applications. If they’re a fit, invite them to a single in-person orientation where you complete paperwork, run a quick drug screen and background check, teach core skills, and—crucially—hand them initial hours before they leave the building. You’ll also get the interview frameworks and ad tactics that separate you from the crowd. We break down open-ended, behavioral, and situational questions that reveal values, reliability, and judgment. Then we show how to write caregiver ads that convert by leading with benefits, not rules: flexible schedules, earned wage access, holiday differentials, paid training, and real 24/7 support. Use our headline formula and include pay ranges to increase clicks, then refresh weekly to stay visible. Finally, plan your funnel with clear math: to hire five, target forty applicants, twenty interviews, and ten orientations. Retention ties it all together. The first 90 days make or break loyalty, so commit to weekly, human check-ins that ask about their experience and solve problems fast. Add meaningful recognition, a simple caregiver newsletter, and mentor support to build community that lasts. Subscribe, share this with an owner who needs a recruiting reset, and leave a quick review telling us which tactic you’ll implement this week. Continuum Mastery Circle Intro Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

    36 min

  2. JAN 30

    The Silent Sales Partner - Your Digital Business Card in Home Care Marketing and Sales

    Send us a text Your LinkedIn profile is not social media.  It is your digital business card. In our January 28, 2026 GoCarePro™ Mastermind, we broke down why LinkedIn quietly influences home care referrals long before a phone call ever happens  GCP Mastermind January 28, 2026 Here’s the reality for home care sales and marketing professionals: Referral partners look you up  Discharge planners, social workers, case managers, attorneys, and financial planners all research credibility before they refer If your profile is incomplete, outdated, or unclear, trust erodes before you even walk into the building This session covered:  • Why LinkedIn matters in home care sales specifically  • How LinkedIn supports sales without pitching  • What to post and what to never post  • How to connect the right way without burning bridges  • Realistic activity expectations that actually get done  • Why your profile works for you 24/7, even when you are not in the room The key takeaway:  You do not need to be salesy to be effective.  You need to be visible, professional, and consistent. This Mastermind was recorded and is available as a video for members who want to build referral credibility that holds up in the real world. If you are in home care sales or marketing and LinkedIn still feels optional, this is the gap. Your profile is already speaking for you.  The only question is whether it is helping or hurting. #HomeCareSales  #HomeCareMarketing  #LinkedInStrategy  #ReferralRelationships  #GoCarePro  #HealthcareMarketing  #ProfessionalCredibility Continuum Mastery Circle Intro Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

    47 min

  3. JAN 16

    From Average to Exceptional: Achieving Industry Benchmarks in Home Care

    Send us a text Most home care agencies are not underperforming because they lack effort.  They are underperforming because they lack benchmarks. In our January 14, 2026 GoCarePro™ Mastermind, we walked through what actually separates average agencies from exceptional ones and it is not hustle or luck  _GCP Mastermind January 14, 2026 It is measurement, systems, and consistency. This session focused on real, operational benchmarks across the entire agency: • Sales and marketing activity that drives predictable referrals  • Scheduling and client services metrics that protect revenue  • Caregiver recruiting and retention numbers that stabilize operations  • Weekly KPIs that prevent surprises instead of reacting to them  • Why dual-channel marketing matters: strong online presence plus boots on the ground We also covered the most common traps that keep agencies stuck:  • Not knowing true conversion rates  • Relying too heavily on one referral source  • Slow or inconsistent follow-up  • Trying to do everything alone  • Growing on broken systems The core message was simple but uncomfortable:  You cannot improve what you do not measure. Top agencies are not guessing.  They know their weekly numbers.  They review them consistently.  They fix systems before they scale. This Mastermind was recorded and is available as a video for members who want clarity on where their agency stands and what to fix first. Exceptional agencies are not lucky.  They are intentional. If you want growth that does not collapse under pressure, benchmarks are not optional. #HomeCareBenchmarks  #HomeCareAgencyGrowth  #HomeCareSales  #CaregiverRetention  #OperationalExcellence  #GoCarePro  #HomeCareLeadership Continuum Mastery Circle Intro Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

    47 min

  4. 12/18/2025

    Home Care Marketing as One Brand Everywhere!

    Send us a text Trust isn’t a tagline; it’s the feeling people get when every touchpoint tells the same story. We walk through a proven system to make your field presence and your online footprint mirror each other so social workers, adult children, and partners recognize you instantly and feel safe referring. From the first phone greeting to the About page photo, from a table at a senior fair to your Google Business cover image, consistency turns interest into action. We start with a clear message map: choose a core promise you can keep, name the evidence behind it, and adopt a voice that fits your market. Then we build the field brand kit—clean signage, a crisp elevator pitch for every team member, and a practical photo and B‑roll shot list that shows real care in action. Those authentic visuals power short videos and posts that outperform stock imagery because they’re believable. Next, we tune the website to match brochures and colors, refresh team photos, and fix the Google Business Profile with a strong “From the business,” 24/7 hours, and owner-selected cover and logo images. That way no one who searches at 5:05 pm sees “Closed,” and no one meets a brand that looks different online than in person. We also dig into AI-era visibility. NAP consistency across directories improves local rankings, and fresh, statistics-rich content helps modern search models surface your pages more often. The proof pipeline makes trust measurable: trigger review requests right after positive interactions, curate the stories that echo your promise, and publish them across your site, social channels, newsletters, and print. Wrap it all in a 90-day brand sync plan—audit and clean, capture assets, launch processes—and track results with a CRM that stores brand assets, automates reviews, and reports on newsletter engagement. When offline reputation matches online data, brand-name searches rise, rankings improve, and referrals stick. If this playbook helps, follow the show, share it with a peer who needs a brand refresh, and leave a quick review telling us which tactic you’ll implement first. Your feedback guides future deep dives and keeps the community learning together. Continuum Mastery Circle Intro Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

    36 min

  5. 12/16/2025

    Maximizing Home Care Success: Home Care Marketing Strategies for 2026

    Send us a text The ground rules for home care growth have changed, and the winners are already adapting. Families are asking AI for specific, local answers about costs, eligibility, and services—while discharge planners scramble to move patients home safely during winter surges. We brought our sales and digital teams together to map a single system that marries AI-ready websites with disciplined field execution, so you capture the January spike and build steady private pay growth all year. We start with discoverability: why AI overviews and long-form queries beat old-school blue links, and how structured data, service clusters, and fresh FAQs help you become the answer, not just a link. You’ll hear practical tactics to make your Google Business Profile a true front door—real photos, weekly posts, seeded Q&A, and review responses that quietly reinforce local authority. Then we move into the referral engine: what SNF social workers actually need (speed, reliability, and clean communication), and how the overflow pitch gets you in the door when the “preferred” provider can’t staff a Friday at five. From there, we focus on speed to care. A four-touch follow-up sequence—call within five minutes, text, email, next-day call—turns overwhelmed families into scheduled assessments. We share intake scripts that build trust in 10 seconds on the phone and 90 seconds in person, plus operational handoffs that turn starts into five-star reviews. Tie it all together with three 10-day sprints: upgrade service pages and schema, activate your GBP with consistent updates, and reset your follow-up so no lead leaks during the Q1 surge. Ready to align digital and field into one growth system? Listen, take the playbook, and put it to work. If this helped, subscribe, leave a review, and share it with a home care owner who needs a 2026 plan. Continuum Mastery Circle Intro Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

    1h 8m

  6. 12/04/2025

    Holiday Home Care Marketing: The December Window- Urgency, Empathy, Action

    Send us a text The moment you step through the door for a holiday visit, everything feels different: expired food in the fridge, untouched meds, slippery steps, and a parent who seems a little more confused than the last FaceTime. That’s the recognition moment countless families experience in December—and the exact point where a responsive, empathetic home care agency can make all the difference. We dive into a practical playbook for meeting families where they are right now. You’ll hear how to craft clear, seasonal messaging that mirrors what adult children see—bath avoidance, mobility issues, unpaid bills, loneliness—and offer one simple next step: a same-day safety assessment. We walk through a high-converting email cadence for early December, Christmas week, and post-New Year; social and search strategies that reach ages 45–65; and print leave-behinds designed for referral partners who want tools, not pitches. You’ll also get our winter home safety checklist approach, plus ideas to get you in the home quickly and respectfully. Beyond marketing, we share community moves that build genuine goodwill and long-term referrals: cookie decorating events with activity directors, elf-style deliveries with small gifts, reading classic holiday stories, partnering with Meals on Wheels, and sponsoring residents who don’t have family. We also outline concrete ways to support current clients through the season—decorating safely, gift shopping, post office runs, worship transport, wellness checks, and caregiver-led connections with distant relatives—so care feels personal and present. If you’re ready to turn December’s urgency into compassionate action, this guide gives you the words, the assets, and the timing to show up fast and do real good. Subscribe for more timely strategies, share this episode with a colleague who needs new holiday ideas, and leave a quick review to help us reach more agencies ready to serve. Continuum Mastery Circle Intro Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

    40 min

  7. 11/07/2025

    Is Your Home Care Website Getting Traffic, But No Calls? Let's Fix That.

    Send us a text Is Your Home Care Website Getting Traffic, But No Calls? Let's Fix That. #homecaremarketing #homecare #homecarewebsites #homecarebusiness  https://ASNHomeCareMarketing.com 888-404-1513 A daughter sits bedside, Googling “home care near me,” and your site loads in three seconds that feel like forever. We built this episode around that moment—the five-second window where trust is won, calls are made, and care begins. If your analytics say “healthy traffic” but your phone stays quiet, this is the candid, step-by-step reset you’ve been waiting for. We start by reframing the goal: visibility without conversion is a vanity metric. Then we dig into the real blockers hurting home care agencies right now—confusing headlines, weak calls to action, stock photos everyone has seen, slow mobile pages, and the silent killer of ROI: no live answer when families call. You’ll learn how emotional decision-making shapes the entire buyer journey and why your homepage must mirror the four most common triggers for care: new diagnosis, discharge recovery, fall risk, and family caregiver burnout. We show how to turn each trigger into a clear section with empathetic copy, outcome promises, social proof, and strong tap-to-call buttons that work on every screen. From there, we share practical upgrades you can ship fast: original photos and short testimonial videos from real families and caregivers, call tracking that proves which pages drive inquiries, instant text and email alerts for form submissions, and scheduling options that capture after-hours demand. We also walk through a “fast track” website and SEO framework used by agencies to increase inquiries, strengthen AI and search visibility for terms like 24-hour home care, and reduce bounce on mobile. Plus, we’ve got resources to make execution easier: a free website audit you can book via our barcode link, sales training cohorts with flexible holiday scheduling, and a community marketing store stocked with vetted items for monthly campaigns. If you’re ready to turn clicks into conversations and conversations into care, tune in, take notes, and choose one change to implement this week. Subscribe, share this with a colleague who needs a conversion boost, and leave a quick review to help more home care teams find us. A daughter sits bedside, Googling “home care near me,” and your site loads in three seconds that feel like forever. We built this episode around that moment—the five-second window where trust is won, calls are made, and care begins. If your analytics say “healthy traffic” but your phone stays quiet, this is the candid, step-by-step reset you’ve been waiting for. We start by reframing the goal: visibility without conversion is a vanity metric. Then we dig into the real blockers hurting home care agencies right now—confusing headlines, weak calls to action, stock photos everyone has seen, slow mobile pages, and the silent killer of ROI: no live answer when families call. You’ll learn how emotional decision-making shapes the entire buyer journey and why your homepage must mirror the four most common triggers for care: new diagnosis, discharge recovery, fall risk, and family caregiver burnout. We show how to turn each trigger into a clear section with empathetic copy, outcome promises, social proof, and strong tap-to-call buttons that work on every screen. From there, we share practical upgrades you can ship fast: original photos and short testimonial videos from real families and caregivers, call tracking that proves which pages d Continuum Mastery Circle Intro Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

    21 min

  8. 10/09/2025

    How to Turn a Home Care Website into a Lead Engine in 2026

    Send us a text Stressed families don’t browse; they decide. We unpack how a home care website either earns trust in seconds on a phone or quietly leaks leads to competitors—and exactly how to fix it before 2026. From mobile-first speed to above-the-fold calls to action, we walk through the homepage elements that translate emotion into action, then dive into the service-page strategy that actually ranks: long-form explanations in plain language, outcome-driven copy, and helpful FAQs that mirror what people ask in crisis. We also explore the new search reality. AI answers “best home care near me,” and if your content isn’t structured for questions, featured snippets, and local context, you’re invisible. Learn how to write for natural language, when to use FAQ schema, and why towns beat counties for discoverability. Plus, we get practical about lead capture: why a consult request outperforms self-scheduled assessments, what to offer as a useful download, and how to deploy chat without letting AI hallucinate answers. Trust is the moat. We share ways to gather Google reviews at the right moment, showcase real caregiver culture with spotlights, and present outcomes that matter—satisfaction, days without readmission, and clear next steps for families and referral partners. Wrap it up with a 30-day sprint: audit speed and CTAs, expand three core service pages, implement schema, and fix your response workflows so every tap becomes a conversation. If you’re ready to move from pretty to profitable, this is your playbook. If this helped, follow the show, share it with a colleague, and leave a quick review so more home care leaders can find it. Got a question or want an audit? Reach out—we’d love to hear what you’ll improve first. Continuum Mastery Circle Intro Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

    42 min
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Ratings & Reviews

4.6
out of 5
9 Ratings

About

Dawn Fiala, Lisa Marsolais, Annette Ziegler, and Valerie VanBooven RN BSN provide insight into home care marketing strategies. They cover in-person, in-field sales and online marketing every other week. These podcast episodes are part of the Home Care Marketing Mastermind, sponsored by Approved Senior Network®. Find more information at https://ASNHomeCareMarketing.com

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