Marketing Strategies for Personal Care Homes

Roxford Digital
2 days ago
4 min read

Personal care homes serve a growing need among families who want a supportive environment for loved ones who don’t require skilled nursing. But many of these homes struggle with visibility, often relying solely on word-of-mouth or outdated referral relationships. This article outlines practical, compliant, and modern marketing strategies for personal care homes to increase occupancy, boost inquiries, and strengthen community trust.

Understand What Families Are Really Looking For

When families search for a personal care home, they’re often overwhelmed. Their top concerns are not clinical — they’re emotional and practical. Safety, comfort, affordability, and connection are usually more important than medical capabilities.

Marketing should reflect this by emphasizing:

A warm, home-like environment
Staff consistency and resident relationships
Family involvement and peace of mind
Activities, meals, and social experiences

A good marketing message shows what life feels like at your home, not just what services are offered.

Build a High-Performing Local SEO Foundation

Most families start their search online. That means your personal care home must appear in both Google search results and Google Maps for keywords like:

“Personal care home in [City]”
“Assisted living near me”
“Senior living options in [County]”

To improve visibility:

Claim and complete your Google Business Profile
Create service area landing pages for nearby cities or zip codes
Use structured data (schema markup) to help Google understand your facility type
Include the phrase “personal care home” in your website titles, headers, and meta descriptions

For guidance on schema, use Google’s Structured Data Markup Helper.

Showcase Your Home with Video and Virtual Tours

Most families won’t schedule a tour unless they feel confident first. Short videos and virtual walkthroughs help ease anxiety and increase conversions.

Create:

A welcome video with resident and staff interviews
A 2-minute “day in the life” clip showing meals, activities, and common areas
A room tour to demonstrate cleanliness, privacy, and safety

Upload these videos to YouTube and embed them on your homepage, Google listing, and social media. According to HubSpot, video landing pages can increase conversion rates by up to 80%.

Develop Referral Relationships with Key Community Partners

Referrals still play a vital role in personal care home marketing, but the source is shifting. In addition to hospitals and skilled nursing facilities, focus on:

Discharge planners at rehab clinics
Case managers at Medicare Advantage plans
Hospice agencies
Primary care physicians and nurse practitioners
Churches and adult Sunday school leaders
Senior apartment communities

Provide partners with print-friendly resources like:

Resident care checklists
How to talk to a parent about senior living
Eligibility and pricing comparison tools

The goal is to make it easy for trusted professionals to recommend your home.

Leverage Facebook and Instagram to Reach Adult Children

Adult children — not seniors — are often the ones researching care options. Facebook and Instagram remain the most effective social platforms to reach this audience.

What to post:

Resident stories and testimonials
Photos from daily life, meals, and birthday celebrations
Behind-the-scenes looks at staff appreciation and training

Boost posts within a 10- to 15-mile radius, targeting adults aged 40–65. This demographic is most likely managing a parent’s care decisions.

Avoid using personal health information or implying that a viewer’s loved one needs care. Keep messaging informative and empathetic.

Use Google Ads Without Violating Healthcare Policies

Google restricts demographic targeting and personalization in healthcare-related ads. However, personal care homes can still run compliant campaigns by focusing on:

Location-based targeting (city, radius, county)
Search intent keywords (e.g., “personal care home near me”)
General service messaging (not medical conditions)

Compliant ad examples:

“Licensed Personal Care Home in Gwinnett County”
“Private Rooms Available — Schedule a Tour Today”
“Small Residential Setting with 24-Hour Support”

Use a landing page that summarizes services and includes a simple contact form. Avoid asking for health details on the page. Tools like Formstack or JotForm HIPAA help with compliant form capture.

Strengthen Trust with Reviews and Social Proof

Families don’t just want information — they want reassurance. Reviews and testimonials are key trust signals for any care facility.

Encourage reviews on Google and Caring.com
Feature quotes from current residents or their families
Include logos of associations or certifications (e.g., GA DHS, Better Business Bureau)
Add photos of staff members with short bios to humanize your team

According to BrightLocal, 98% of consumers read online reviews for local businesses — including care homes.

Simplify Your Website and Contact Process

Your website should make it easy for someone to take action. Remove friction by:

Displaying your phone number in the top right corner of every page
Adding a “Schedule a Tour” button above the fold
Including a short inquiry form on every major page
Clearly listing what’s included in your monthly fee

Mobile performance matters, too — use Google’s Mobile-Friendly Test to make sure visitors on smartphones have a smooth experience.

Promote Events and Involvement Opportunities

Events help drive both visibility and community reputation. Host and promote:

Monthly family brunches or care planning sessions
Caregiver support groups
Open house tours or holiday celebrations
Partnerships with local schools, choirs, or civic groups

These events should be posted on your website, Facebook Events tab, Google Business Profile, and local community calendars. Community engagement reinforces trust and word-of-mouth growth.

Use a System That Connects the Pieces

Great marketing for a personal care home isn’t just a flyer or a boosted post — it’s a system. To keep occupancy strong and referrals steady, your efforts must work together. That means: