How to Build a Referral Network Without Relying on SNF - Skilled Nursing Facilities.

Many home health agencies depend heavily on skilled nursing facilities (SNFs) for referrals — but this creates a fragile business model. Referral volume from SNFs can fluctuate due to staffing changes, internal policies, or preferred provider agreements. Agencies that diversify their referral sources build more stability and control over growth. This article explains how to build a high-quality referral network beyond SNFs using strategic partnerships, community engagement, and content-driven outreach.

Why Depending on SNFs Is Risky

SNFs are often saturated with referral requests. Case managers receive daily visits, calls, and marketing materials from competing agencies — all offering the same services. If you're not already the preferred partner, it's difficult to break through.

Other limitations include:

• Staff turnover: You lose a connection when someone leaves.

• Exclusive contracts: Larger providers may block out smaller agencies.

• Low conversion rates: Families receive multiple options and delay decisions.

By diversifying your referral network, you reduce your agency’s reliance on unpredictable channels and tap into underused sources of consistent leads.

Expand Into Healthcare Adjacent Partners

Several healthcare providers regularly interact with patients who will eventually need in-home care — even if they don’t offer direct referrals today.

Examples include:

• Primary care providers and clinics: Especially those managing chronic conditions like diabetes, heart disease, or arthritis.

• Physical therapists: They often know when a patient is declining functionally at home.

• Home medical equipment (DME) companies: Customers may need daily support beyond their equipment.

• Hospice and palliative care organizations: Families sometimes need non-medical support before or after services.

Introduce your agency through educational materials and co-branded resources. Share tools they can use, such as “What to Expect After Discharge” guides or transportation resources for clients.

Engage Non-Medical Community Influencers

Some of the best referrals come from people who aren’t in the medical field at all — but who are deeply trusted in the community.

These include:

• Church pastors and faith leaders: Frequently asked for care recommendations.

• Funeral homes and grief counselors: Support families before and after a major life change.

• Adult day care centers: Many families use these services part-time and need additional support at home.

• Senior living communities: Staff may refer families who aren’t ready for full-time placement.

Create referral kits or community resource folders they can keep on hand. Include your brochure, contact information, service list, and a simple explanation of when to call.

Build a Strong Local Digital Presence

Referrals don’t just happen through people — they also come through visibility. Often, when someone hears about your agency, they’ll search for you online before taking action.

Make sure your digital presence includes:

• An updated Google Business Profile

• Service area pages for each city you cover

• A FAQ section that helps caregivers understand what services you offer

• Testimonials from families and professional partners

According to BrightLocal, 98% of people read reviews before choosing a local business — including home care services. A strong local profile makes it easier for community partners to refer you confidently.

Host and Sponsor Community Events

Get involved in local events that attract your ideal audience. These could be:

• Senior expos and caregiver conferences

• Free blood pressure screenings at senior centers

• Lunch & learn events at churches

• Resource tables at community festivals

When people see your agency consistently participating in community life, they remember you — and recommend you.

Tip: Bring value to these events, not just a sales pitch. Offer a helpful checklist, a printed resource guide, or a raffle for a free home safety consultation.

Create a “Preferred Provider” Program

Instead of just asking for referrals, create a structured network where you refer and receive referrals across categories.

Build relationships with:

• Estate planning attorneys

• Insurance agents specializing in long-term care

• Geriatric care managers

• Transportation providers

• Home modification contractors

Offer to list them on your site, share their info with families, or co-host community events. A two-way network increases engagement and builds long-term referral pipelines.

Share Content That Partners Can Pass Along

Referral partners are more likely to recommend you if you make their job easier. Create digital resources they can send to families without needing to explain your services.

Ideas include:

• “When Is It Time for Home Care?” one-pager

• “Questions to Ask Before Hiring a Caregiver” guide

• “Your First 30 Days of In-Home Support” checklist

Make these easy to email, print, or share in waiting rooms. When your content helps solve a problem, you become the trusted resource — not just another vendor.

Use Email to Stay Top of Mind

Email is an excellent tool to maintain referral relationships over time. A simple monthly or quarterly newsletter can include:

• Client success stories (with permission)

• Community updates

• New services or programs you’re offering

• Tips for caregivers

Keep it short, visual, and helpful. Tools like Mailchimp or ActiveCampaign make it easy to automate email delivery and segment lists by partner type.

Train Your Team to Identify Referral Moments

Referrals can come from within your own staff if they’re trained to recognize opportunities. Equip caregivers, schedulers, and intake staff with:

• Scripts to explain services

• Simple referral cards or digital referral forms

• Recognition for contributing to referral growth

An internal referral culture ensures opportunities aren’t missed — even in casual conversations.

Track and Nurture Your Referral Sources

Keep a referral log that tracks:

• Who referred each new client

• What type of partner they are

• How often they refer

Use this data to identify your strongest partners — and reward them with extra support or visibility. CRMs like HubSpot or Keap can help automate follow-ups and manage relationships.

Warm Regards,

Roxford Digital