Home Care Marketing & Sales Solutions by ASN

Hosted by Valerie VanBooven RN BSN

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Episodes

499

Latest episode

Oct 2026

Language

EN-US

About the show

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

Listen to episodes

60 recent

October 26, 202646 min

Home Care SEO & AI Search: Why is that home care agency ranking above mine?

Send us Fan Mail “Why is THAT home care agency ranking above mine?” We hear this question often from agency owners who know they provide excellent care. During our recent Approved Senior Network® Marketing Mastermind, Annette Ziegler, Lisa Marsolais, and I talked about what to investigate and how to connect online visibility with real community relationships. A few takeaways: 🔎 One Google search does not tell the whole story. Your location, the words you search, and whether you’re looking at maps or website results all matter. 💬 Families don’t always know our industry’s language. Your website should answer questions about cost, help after a hospital stay, dementia support, and getting a break from caregiving. 📱 Make the next step obvious. Tell people what you do, where you serve, and how to reach you near the top of the page. ⭐ Think about the next family reading your reviews. Your responses should show that you listen and care. 📸 Share the work you’re already doing. Community events, educational programs, and referral outreach can become meaningful website and social content. 🤝 Give referral partners a reason to keep the conversation going. Lisa shared creative seasonal outreach ideas, and Annette reinforced the value of sales training and relationship building. Here’s an assignment for this week: look at one important page on your website through a family caregiver’s eyes. Can they quickly understand how you help and what to do next? If the answer is unclear, you have a useful place to start. What questions are you hearing most often from families right now? #HomeCareMarketing #HomeCareSEO #HomeCare #ApprovedSeniorNetwork Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

October 9, 202635 min

Home Care Marketing Mastermind: Don't Let December Issues Undo Your Year!

Send us Fan Mail A full October schedule can make December feel a long way off. Until three families pause care, a caregiver takes vacation, and a large client’s services end in the same week. In our October 7 Mastermind, Dawn Fiala, Annette Ziegler, and Lisa Marsolais talked about what home care agencies can do NOW to prepare for the holidays. One point worth taking back to your team: before you spend more to bring in new leads, look at the opportunities you already have. • Who inquired but never started care? • Which assessment ended without a scheduled next step? • Which client is planning to travel, and who will confirm the restart date? • Which referral partner is still waiting for a response? • Where will you need backup caregiver coverage? The work crosses departments. Outreach, scheduling, and recruiting need to talk every week so the care you promise matches the care you can deliver. And keep showing up for referral partners during November and December. The team shared how staying visible during the holidays helped them build relationships while other agency representatives stepped back. The session: “Don’t Let December Undo Your Year: A Home Care Holiday Growth Plan.” What creates the biggest holiday challenge for your agency: changing client schedules, caregiver coverage, or fewer referrals? Learn about GoCarePro® training: https://asnhomecaremarketing.com/gocarepro/ #HomeCareMarketing #HomeCareAgency #CaregiverRetention #GoCarePro Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

October 6, 202612 min

Home Care Marketing Unfiltered: How to Stay Focused in Home Care Marketing

Send us Fan Mail You stopped by the office for “just a minute.” A quick hello. A cup of coffee. One question from the team. A client situation you offered to help with. Suddenly, it’s 1 p.m., and you haven’t visited a single referral partner. Sound familiar? In this episode of Home Care Marketing Unfiltered, Lisa and Annette talk about staying focused when everyone needs you, and how easily a full day of marketing can disappear. They share practical ways to: • Protect time in the field, even when you wear multiple hats. • Plan your route and give every visit a purpose. • Use your CRM to remember details and follow through. • Adjust when an urgent assessment changes your day. • Finish today by preparing for tomorrow. For agency owners, this conversation raises an important question: Are you giving your marketer enough time to build the relationships you’re counting on for growth? Helping the team matters. So does keeping the commitment to get out, connect, and follow up. Read the article and watch Lisa and Annette’s conversation: “Staying Focused When Everyone Needs You.” What pulls you away from marketing most often? #HomeCareMarketing #HomeCare #ReferralMarketing #GoCarePro #HomeCareMarketingUnfiltered Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

October 6, 202611 min

Home Care Marketing Unfiltered: Speed To The Lead In Home Care

Send us Fan Mail You worked hard to earn that home care referral. How long did it sit in your voicemail? A family looking for help may keep calling agencies until someone answers. A discharge planner trying to get a patient home needs a clear next step. In this episode of Home Care Marketing Unfiltered, Lisa and Annette talk about “Speed to the Lead” and what being responsive looks like during a busy day. Their advice: • Answer promptly, even when you cannot do the assessment immediately. • Give a specific time and keep that commitment. • Have a plan for evening and weekend inquiries. • Follow up after an unanswered call. • Make sure leads do not get lost when another team member takes over. One of my favorite takeaways: “Speed doesn’t mean rushed.” You do not have to solve everything in the first conversation. But the person calling should know you heard them, you have a plan, and you will follow through. Referral partners remember who makes their job easier. Families remember who calls them back. Read the article and watch Lisa and Annette’s conversation: [Insert blog link] #HomeCareMarketing #HomeCare #ReferralMarketing #GoCarePro #HomeCareMarketingUnfiltered Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

October 1, 202618 min

Why Assessments Don't Turn Into Home Care Clients

Send us Fan Mail You did the assessment. The family liked you. Everyone seemed interested. Then you left without a signed agreement. And now they're “thinking about it.” In the newest episode of Home Care Marketing Unfiltered , Dawn, Annette, and Lisa tackle a big question: Why don't more home care assessments turn into clients? One of the biggest issues they see? The person conducting the assessment never actually becomes the expert in the room. Families don't necessarily know whether Mom needs 12 hours, 20 hours, three days a week, or help every morning. That's why they invited you over. They expect you to assess the situation and say: “Based on what I'm seeing, here's what I recommend—and here's why.” Pasted text This episode also gets into: • What to do when Mom absolutely refuses care • How a two-week “trial” can lower resistance • Why you shouldn't give families 15 different choices • How long an assessment should really take • How to transition naturally into the agreement • Why Dawn, Annette, and Lisa say never leave an unsigned agreement behind Pasted text Pasted text Pasted text One line sums up the entire conversation: The family called because they need you to help them decide what care looks like. Being confident isn't being pushy. It's doing the job they brought you there to do. Read “Why Assessments Don’t Turn Into Clients” and listen to the full episode: #HomeCareMarketing #HomeCare #HomeCareSales #GoCarePro #ReferralMarketing Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

September 30, 20266 min

Home Care Marketing Unfiltered: When Home Care Referrals Slow Down

Send us Fan Mail Some weeks in the field feel brutal. You’re doing all the right things, making your stops, trying to connect with referral sources, and it’s like you’re invisible. That silence can mess with your confidence fast, especially in referral-based sales where it feels personal when nobody calls back. We get honest about what those slumps look like in home care marketing and healthcare sales, and what actually helps when you feel beat up and discouraged. We talk about practical ways to “fill your cup” so you can keep showing up, including finding places where you’re guaranteed real human connection. We also break down a simple mindset tool that keeps a bad day from turning into a total write-off: tracking the small wins that still move your pipeline forward, even when you do not land an immediate referral. Then we dig into the rhythm nobody warns you about: the business is naturally up and down. A great marketing week can lead to a week full of assessments and signing, and when marketing pauses, the next week can get slow. We share how to plan around that cycle, why signing your own jobs often matters to referral partners, and how to set expectations so you stay top of mind. We finish with a real-world tactic for vacations, including how to hand off a trusted point of contact so your territory does not drift while you’re away. If this resonates, subscribe, share it with someone who’s out there grinding, and leave a review. What’s your go-to move when your week goes quiet? Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

September 29, 202614 min

Home Care Marketing Unfiltered: They Chose Another Home Care Agency. Now What?

Send us Fan Mail “We decided to go with another agency.” That one stings—especially when you thought the assessment went well. But before you decide it was all about price, ask. And before you disappear, ask whether you can check in again. In this episode of Home Care Marketing Unfiltered , Dawn, Lisa, and Annette discuss what to do after a family chooses another provider: get useful feedback, understand what mattered in the comparison, and follow up without being pushy. Pasted text Pasted text Dawn shares how a follow-up conversation sometimes revealed an opening that wasn’t there before: the family had care, but certain days were not getting covered. Helping with those gaps became an opportunity to build a new relationship. Pasted text They also talk about the part nobody enjoys admitting: taking the loss personally—and carrying that disappointment into the next visit. Pasted text A family choosing another agency is information. It does not have to become a verdict on your ability. Learn from it. Respect the decision. Stay pleasantly persistent. Read “They Chose Another Agency. Now What?” and listen to the episode: When a family chooses another provider, does your team ask what influenced the decision—or simply close the inquiry? #HomeCareMarketing #HomeCare #ReferralMarketing #GoCarePro Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

September 28, 202617 min

Home Care Marketing Unfiltered: When Care Goes Wrong: Own It, Fix It, Move Forward

Send us Fan Mail A referral source stops us in the hallway and drops the sentence every home care agency dreads: “We found your overnight caregiver sleeping.” That one moment can cost trust, referrals, and more importantly, put a vulnerable senior at risk. Dawn and Lisa break down what to say on the spot, how to stay calm, and how to lead with integrity when a quality issue hits inside assisted living, independent living, or a skilled nursing facility. We talk through practical damage control that actually works in the real world: when comping a shift makes sense, why you should take the problem head on, and how to avoid spiraling into endless apologies. We also share a tougher boundary story where a caregiver gets too comfortable and helps themselves to a facility kitchen in the middle of the night, and why some relationships never fully recover after a breach of professionalism. From there, we zoom out to operations. Detailed care plans and intake notes are not “too much information” in private pay home care. They are how you set caregivers up for success, protect the client experience, and make caregiver scheduling less like a daily crisis. We cover how cross understanding between marketing and scheduling builds a stronger agency, why honesty about hard details like pets matters, and how to “balance” the tough parts by highlighting what makes a client human and interesting. If you want better caregiver retention, smoother scheduling, and stronger referral partnerships, this one is for you. Subscribe for more real talk about running home care, share this with your team, and leave a review with the toughest referral situation you have ever had to fix. Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

September 26, 202657 min

Interview with Mark McDermott: Real Growth Starts When You Focus On Referrals

Send us Fan Mail You can feel it when someone has actually built a home care agency the hard way and kept it growing for years. Mark Dermont, a seasoned Touching Hearts franchise owner in New York, joins us for a candid look at what happens behind the scenes: the first-year stress of no paycheck, the “always on” on-call phone, and the unglamorous work of learning elder care and earning trust one relationship at a time. We dig into home care marketing and referral strategy with real specificity, including the referral sources that consistently produce high-quality cases: private geriatric care managers, discharge planners and social workers in short-term rehab, and key contacts inside senior living communities. Mark also draws a clear line between community relations and true sales, explaining why being liked and being effective are not the same thing. If you’ve ever hired a “networker” and wondered why the phone still isn’t ringing, this conversation gives you a better hiring lens. Then we get tactical with sales KPIs, CRM-based accountability, and what “fast response” really looks like when families are in crisis. Mark shares how his team works to book face-to-face intake quickly, why qualified leads are the metric he watches hardest, and how to sell value even when you are not the cheapest agency in town. We also talk resilience during unexplained revenue dips, scaling across multiple offices, and using diagnostics to figure out whether a plateau is a process problem, a people problem, or both. If you want smarter growth in private duty home care, hit play, take notes, and share this with an owner who’s stuck. Subscribe, share the episode, and leave a review with the one change you’re making after listening. Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

September 18, 202615 min

Home Care Marketing Unfiltered: Answer Live. Win the Client; Why Every Call Matters in Home Care

Send us Fan Mail The biggest reason families choose a home care agency isn’t your website, your rankings, or your ad budget. It’s whether a real, competent human answers the phone when their world is falling apart. We dig into what it feels like on the other end of that call: an adult child leaving the hospital, being told their parent needs 24-hour care, and dialing down a list of providers until someone finally picks up and can help right now. We share why live phone answering is a true growth lever for private duty home care and senior care services, and why “we’ll call back” often means “we lost the client.” We also talk about how to handle warm transfers, what to say when you can’t solve everything in the first minute, and how a simple sense of urgency changes conversions. If you’re investing in home care marketing, SEO, newsletters, or community outreach, this is the moment that makes all of it pay off. Then we get practical about trust signals families actually look for, including your Google Business Profile hours. If your listing says 9 to 5, many people assume you’re unreachable at night, exactly when caregiver no-shows and overnight shifts create the most stress. We also bring in what social workers and discharge planners told us directly: their biggest frustration is silence from agencies and reps when a patient is discharging fast. Quick acknowledgment, clear timelines, and consistent updates protect referral relationships. Finally, we zoom out to the real job behind the intake call: orchestrating discharge, scheduling, caregiver readiness, home safety, and even vendor support like deep cleaning or quick home fixes. If you want more calls, more referrals, and fewer lost leads, start here. Subscribe, share this with a home care owner or administrator, and leave a review with the one change you’re making to become faster and more responsive. Visit our website at https://asnhomecaremarketing.com Get Your 11 Free Home Care Marketing Guides: https://bit.ly/homecarerev

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