5 Simple Questions That Can Transform Your Home Care Business

4 minute read

5 Simple Questions That Can Transform Your Home Care Business

Last week, I spoke with a home care agency owner from Ohio. She’s been running her agency for a few years, and like many owners I meet, she has big dreams for her business.

When I asked her what her goals were, she didn’t hesitate:

• More private-pay clients.

• Less stress in her daily operations.

• Big changes in the new year.

Sound familiar?

It’s a vision that resonates with so many home care owners. But as we talked, she admitted that she wasn’t doing much now to achieve these goals. “I’ll really focus on it after the holidays,” she said.

Here’s the thing: this isn’t about her specific goals or even the holiday season. It’s about a common mindset that keeps so many agency owners stuck—waiting for the “perfect time” to take action.

The Problem: Waiting for Later

The problem isn’t in the goals themselves. Her vision—more clients, less stress, a thriving agency—is clear and achievable. The issue lies in waiting for later to get started. You’ve probably heard this a million times before but the truth is, most people need to be reminded more than they need to be taught.

I see this over and over in the home care industry. Owners have big dreams for growth, but they hold off, thinking they need:

• More time.

• Better systems.

• The “right” moment.

But here’s the truth: the perfect time doesn’t exist. Delaying action doesn’t solve the problem—it only makes the gap between where you are and where you want to be feel bigger.

For home care agency owners, this mindset is particularly costly. Every day of inaction means missed opportunities to attract clients, strengthen your team, and build the business you’ve always wanted.

So how do you break out of this cycle? It starts with asking yourself the right questions.

The 5-Question Focus Framework

Here’s a simple framework I use with agency owners who feel stuck. These five questions will help you get clear on your next steps and start moving forward today:

1. Where do I see my agency in the next 3 months?

   • Focus on short-term, specific outcomes to create clarity.

2. What reasons am I giving myself for not starting now?

   • Be honest—write them down.

3. Are these reasons excuses or true obstacles?

   • Excuses are self-imposed limits; obstacles can be solved.

4. Is the discomfort of taking action worse than the frustration of staying stuck?

   • Compare the short-term pain of growth to the long-term cost of inaction.

5. What’s the smallest step I can take this week?

   • Keep it simple and actionable—one step is better than none.

These questions aren’t meant to overwhelm you—they’re designed to give you clarity and direction. Often, just answering them can help you see where to start and build momentum.

How This Works in Real Life

Let me share an example.

A few months ago, I worked with Sarah, an agency owner who felt overwhelmed about growing her private-pay client base. She wanted to add five new clients but felt stuck. Her reasons?

• She didn’t have enough caregivers.

• She wasn’t sure how to market effectively.

• She thought she needed a bigger budget to make it happen.

Together, we ran her situation through the 5-Question Focus Framework:

1. Her 3-month goal: Add three new private-pay clients by focusing on adult children seeking care for aging parents.

2. Her reasons for delaying: Fear of overpromising and uncertainty about where to find clients.

3. Excuses vs. Obstacles: Most of her reasons were excuses—her systems didn’t need to be perfect to onboard one client at a time.

4. Pain of action vs. inaction: Staying stuck was more painful than starting imperfectly.

5. Her first small step: She posted a single ad in a local Facebook group offering a free consultation.

Within two weeks, Sarah landed her first private-pay client, and by the end of the month, she had two more leads.

The result? Momentum, confidence, and a clear path forward.

Note: It wasn’t easy but it was worth it.

The Bottom Line

If you’re feeling hesitant, I get it. Starting something new—especially when it feels uncertain—can be intimidating. But the key is to start where you are, with what you have.

The most successful home care agency owners aren’t the ones who wait for the perfect moment. They’re the ones who take imperfect action and learn along the way.

Your Challenge for the Week

Take out a notebook or open a blank document, and answer the 5-Question Focus Framework. Be honest with yourself, and don’t overcomplicate it.

If you’re feeling stuck, reply to this email—I’d love to hear what’s holding you back and help you figure out your next step.

That’s all for this week. Remember, every step forward, no matter how small, brings you closer to your goals.

Until next time, keep moving forward.