Amazing home care workers are frequently in demand, but starting your own home care business can still feel like a daunting task. Fola Taj, a personal support worker who lives in Canada, knows this firsthand. She not only works in senior home care, but also runs a popular TikTok account aimed at care workers who want to find more success in the care industry. Earlier on this year, Taj took to the platform to break down the must-do steps caregivers should take to help their new home care businesses thrive.
How to grow a successful home care business
“I’ve found that the most common worry among home care business startups is: ‘How do I get clients,'” Taj says in the previously posted and since deleted TikTok. “I don’t think it’s that hard. It’s just that you need to put some things in place and you need to put in a lot of hard work.”
She goes on to list four essential moves that will help new home care businesses gain a footing in their communities and start to build relationships with potential employers.
1. Know your service area
What are your specialities and qualifications? What kinds of care can your home care business provide? Taj says to be specific about what your service area is in order to market your business more effectively. For example, if you have qualifications for and a focus on providing memory care, that will help you narrow down the demographic that might be most in need of your services.
“You should definitely have a specific service area that you’re targeting,” she says. “Having a particular service area is important because it helps you to market strategically.”
2. Network, network, network
“You need to attend local events and conferences related to the elderly and to seniors because they are your target audience, and those things are related to their caregiving,” Taj says. “You need to connect with other professionals in the industry, too.”
Networking can happen both online and off, she adds. When you aren’t attending conferences or other events, you can connect with other home health care providers on social media or at local community centers.
3. Curate an online presence
The internet provides an opportunity to connect with a vast network of people, but you have to be ready to take advantage of that opportunity. “You need an online presence,” Taj stresses. “You need to build a website for your business and create social media accounts to promote your services.”
Once you have these things in place, you can use targeted advertising to reach and attract new business. You can also create content, like she does, that generates a dedicated online audience. Taj even suggests reaching out to local media outlets and pitching them stories about your business that might be relevant to their audiences. “Have a strong brand presence with credibility and also make it visible,” she says.
4. Get as many referrals as possible
“Encourage satisfied clients to refer their friends and families to your business,” advises Taj.
Not only are people more likely to use a home care business that’s been recommended by someone they trust, but referrals also help you reach new people throughout your community. Taj even suggests offering incentives, like points or free service hours, to people who give successful referrals.
5. Seek partnerships with other care providers
As your home care business becomes more established, seek partnerships with local hospitals, nursing homes and other health care providers who can refer patients to you and help promote your services, Taj says.
“You can also try creating brochures, flyers and business cards that describe your services and provide your contact information, and then you can leave these in places where you know that seniors frequent,” she adds.
The bottom line on success in home care
The major takeaway from Taj’s advice is that home care businesses can thrive when they have a clear focus and a smart business plan, especially when those things are combined with a lot of hard work and dedication. Finding success in home care starts with being an excellent care provider and building strong relationships with the people inside of your community. There’s no shortcut to success, but there are plenty of simple ways to get the word out about the excellent care and services you have to offer.
