Getting first clients and referrals: questions, answered
By Scott McKenzie, founder of Home Care Agency Blueprint · Updated
Short answers to the questions new home care owners ask most about finding first clients and referral sources. Where the answer depends on your state or needs a lawyer, we say so.
Never pay for referrals without legal advice. This site explains the rules at a high level and is not legal advice. Before you give or pay anything of value to a referral source, or agree to any per-referral or per-placement fee, check the arrangement with a health care attorney.
Your state sets the details. Federal law and platform policies set a floor for how you market. Your state may add its own rules, for example on how licensed agencies advertise, what they must say about their license, and payments for referrals. Check with your state licensing agency and a health care attorney. For licensing, homecarelicenseguide.com, also published by Home Care Agency Blueprint, collects each state’s sources.
Questions and answers
Where do home care referrals come from?
Often from people who help families when care at home becomes necessary: hospital and rehab discharge planners, skilled nursing facilities, physician offices, elder law attorneys, senior living communities and community organizations.
Can I pay for referrals?
Not without legal advice. HHS-OIG explains that paying for referrals of business payable by federal health care programs is a crime, and remuneration includes anything of value. Your state may have its own rules. Check any arrangement with a health care attorney.
Do I need a Google Business Profile?
It is one of the simplest ways for local families to find you. Google says you must add or claim your business and verify the profile for it to show on Search and Maps.
How should I ask for reviews?
Ask every client or family the same way, for example with a Google review link or QR code. Do not offer anything in exchange, and do not ask only the clients you expect to be happy.
Can my staff or relatives review the agency?
The FTC advises against it unless they disclose their connection in the review. Some platforms do not allow such reviews at all.
Can I use client stories or photos in marketing?
Only with the client’s written permission. If HIPAA covers your agency, using protected health information for marketing generally requires written authorization.
Does HIPAA apply to my agency?
It depends. HHS says a health care provider is a covered entity only if it transmits health information electronically in connection with certain standard transactions, such as billing a health plan. Ask a health care attorney.
Do marketing emails to hospitals need an opt-out?
Yes. The FTC says CAN-SPAM covers all commercial email, including business-to-business email. Include your postal address and a clear way to opt out.
Should I run paid ads?
It is your call. No one can tell you in advance how many inquiries ads will bring. If you try them, set your own limit and track what you spend against the inquiries that come in.
Does this site cover hiring, pricing or billing?
No. This site covers getting first clients and referral sources. For hiring, see homecarerecruitmentguide.com; for budgets, homecarestartupcost.com, both also published by Home Care Agency Blueprint.
Who publishes this site?
Home Care Agency Blueprint, which sells courses and coaching to people starting home care agencies. We say so on every page so you can weigh our perspective.
Want to talk through your options?
A free 15-minute clarity call with Home Care Agency Blueprint. It helps people start home care agencies, so expect that perspective. You do not need a marketing plan first.
Book a free 15-minute clarity call