If You Look Like Every Other Agency, You’ll Be Treated Like One

Read Time - 3 Minutes

If You Look Like Every Other Agency, You’ll Be Treated Like One

Want to Be Ignored? Copy Everyone Else.

I’ve been looking at a lot of home care agency websites and social media pages lately.

And honestly?

I can’t tell most of them apart.

They’ve all got the same stock photo of a smiling caregiver.
The same “Services We Offer” list.
The same “Call now for a free consultation!” line at the bottom.

No wonder it’s hard for families to choose.
Everyone looks exactly the same.

And when everyone looks the same, the only agency that wins is the one with the lowest price… or the longest track record.
That’s not great news if you’re a newer agency — or trying to grow.

So let’s talk about why this happens… and what to do about it.

The Copy Cat Trap

Most agency owners don’t mean to blend in.
They just want to do things the “right” way.

They google a few successful competitors.
They see a layout or a phrase that looks professional.
And they copy it — or something close to it.

Now multiply that by 1,000 agencies…
…and suddenly everyone is using the exact same playbook.

But “professional” doesn’t mean “persuasive.”
And “familiar” doesn’t mean “effective.”

The Danger of Sameness

In home care, trust is everything.
And sameness kills trust.

Why?

Because when people are stressed and searching for help, they’re not just looking for services.
They’re looking for a reason to believe you’re the one who can help.

If your agency sounds like everyone else’s, you haven’t given them a reason.

So How Do You Stand Out?

Let’s break this down with a few simple strategies:

1. Say something different.

Instead of: “We offer compassionate care you can count on.”
Try: “We help seniors stay in the homes they love — even when care gets complex.”

Use your own words. Speak like a human. Say what you really do.

2. Show something different.

Ditch the generic photos.
Use real photos of your team, your clients (with permission), your community.
Even a simple iPhone photo of a caregiver holding a client's hand says more than a polished stock image ever could.

3. Offer something different.

Everyone says “Call for a free consult.”
What if you offered a free home safety check?
Or 1 hour of care, no strings attached?

Give people something that helps — and they’ll remember you.

4. Narrow your focus.

Don’t be afraid to specialize. Or at least highlight what you’re great at.
Veterans. Post-discharge companionship.

Being the best at one thing is more powerful than being “okay” at everything.

Don’t Just Be Better - Be Different

Look, you could offer amazing care.
Your caregivers could be the kindest, most reliable professionals in your city.
But if no one can tell you apart from the agency down the street, none of it matters.

Different gets remembered.
Different gets shared.
Different gets chosen.

So the next time you look at your website, your social media, or your marketing…

Ask yourself a simple question:

“If I covered the logo, would anyone know this was mine?”

If the answer is no — you know what to do next.

That’s all for today.

See you next week.

P.S. If you want help making your agency stand out just reply to this email and I’ll do a full audit and meet with you to come up with a game plan to make your brand stand out and hopefully grow your business. It’s 100% free, but only reply if you’re serious because I can only do so many. Thanks :)