Why Most Home Care Social Media Doesn’t Work (And How to Fix It)

3 Minute Read Time

Why Most Home Care Social Media Doesn’t Work (And How to Fix It)

I need to get something off my chest.

Most home care agencies are using social media wrong.

They post because they know they’re “supposed to.”
They post digital service flyers, a few testimonials, and the occasional reminder about fall prevention.

And it’s not that those things are bad.
They’re just not enough.
Because they’re based on a faulty assumption:

That social media is a direct pipeline to clients.

But here’s the truth:

People don’t scroll Instagram or Facebook looking for home care.

And if they are, they’re in crisis mode — the moment is rare, and you’ve got one shot before they pick the next agency that looks identical to yours.

So if you’re treating social media like an ad channel to attract clients, you’re fighting an uphill battle.

Because that’s not how home care really grows. But you already know how it grows.

It grows through referrals.
From professionals. From community connections. From trust.

A simple mindset shift

What if I told you there’s a simple shift that makes social media finally work for your agency?

It’s not about working harder.

It’s about using your content to build deeper relationships with referral partners — the real engine behind most successful agencies.

Once you understand this, everything starts to click.

Instead of using social to pitch clients, use it to highlight your partners — elder law attorneys, physical therapists, senior centers — as a way to stand out from other agencies in your area.

When you do that, you’re no longer just “another home care business.”

You become a local connector.
A trustworthy presence.
And a free marketing channel for the people who refer you business.

How to start doing it right

Here’s how to shift your approach in a way that builds trust and grows your brand:

1. Reach out to a referral partner and offer to feature them
   Find someone in your network — elder law, PT, senior care facilities — and say you’d love to highlight them in a helpful post for your audience.
   (This instantly positions you as generous and credible.)

2. Hop on a 15–30 minute chat to create content
   Ask thoughtful questions. Be curious. Record it or take notes.
   You’ll likely get 2–3 great posts from a single conversation.
   Remember — you’re not selling, you’re sharing knowledge.

3. Design the post like it matters
   Make it look sharp. You’re putting their name on it too, so this is about both of your reputations. Include their contact info and yours.

4. Repeat with different referral partners
   After a month or two, you’ll have a feed filled with high-value, credibility-building posts — all while building stronger relationships behind the scenes.

What happens when you do this?

Three big things:

1. You build deeper relationships
   Sharing someone’s work publicly earns trust fast. They’ll remember that — and they’ll refer accordingly.

2. Your content finally stands out
   Most home care posts are interchangeable.
   These? They’re specific, helpful, and real. They show you’re active in your community — not just posting to post.

3. You expand your reach effortlessly
   When your partner shares the post to their audience (and they will), that’s indirect promotion from a trusted source. It’s a soft referral — and it feels natural.

Over time, if you become the agency that promotes local professionals, they’ll start seeing you as a partner, not a competitor.

Final thought

If you’ve been treating social media like a client ad board, don’t beat yourself up.

Most people do.

But home care doesn’t work like retail. It works through trust. And the best way to build trust?
Support the people who support you.

Start creating content that shows referral partners what kind of collaborator you are.

It’s slower than slapping up a flyer.
But it’s way more effective.

—
P.S. I’m still wrapping up the website audits from last week, but I’ve got space to do 10 free social media audits for home care agency owners. It’s a way to optimize your home care to drive more business.

If you want yours to look better to referral partners — reply to this email with the word “social.”
I’ll do a full review and give you a game plan.

See you next week.