Make a Home Care Offer So Good, Families Feel Silly Calling Around

4 Minute Read Time

Make a Home Care Offer So Good, Families Feel Silly Calling Around

There’s nothing better than watching a home care agency refine its offer and suddenly start attracting more private-pay clients with ease.

That’s because most agencies don’t actually have an offer—they have a list of services. And while you may know your agency is better than competitors, to a potential client, you likely look the same on paper.

The solution? Turn your services into an offer so compelling that families feel silly saying no (or even shopping around).

This is exactly what Alex Hormozi’s $100M Offers framework is about, and today, I’ll show you how to apply it to home care. $100M is a little ambitious so lets call it the $10M Offer.

Why Most Home Care Agencies Compete on Price

Let’s be honest: home care isn’t a snap purchase. Families don’t wake up one day and suddenly need home care. By the time they’re researching options, they’re already looking for a reason to say yes or no.

But here’s the problem—on paper, you and your competitors probably offer the same services, in the same area, for similar rates.

So what happens? They default to price. And if the only difference they see is cost, that puts pressure on you to lower prices just to win business.

But there’s a better way. Instead of trying to be cheaper, be different.

The secret? Use the Value Equation to create an offer so strong that price becomes a secondary factor.

The $10M Home Care Offer Formula

Hormozi’s Value Equation states that people say “yes” when they believe they’re getting more value than what they’re giving up.

So, to make your home care offer irresistible, you need to:

1️⃣ Increase the Dream Outcome – Families aren’t just looking for care; they want peace of mind that their loved one is safe, happy, and well cared for. Your messaging should highlight the emotional and practical benefits of your service. Don’t imply it, state it.

2️⃣ Increase the Perceived Likelihood of Achievement – People need to believe your agency will deliver on its promises. Show social proof (testimonials, years of experience, case studies) to build trust. Make them feel confident that choosing you is a sure thing.

3️⃣ Decrease the Time Delay – No one wants a long, stressful onboarding process. Instead of offering a “Free Consultation” like every other agency, try positioning it as a “Free Care Plan Assessment” that families can use with any agency or care setting. This makes the offer feel more valuable and removes the pressure of committing.

4️⃣ Decrease the Perceived Effort & Sacrifice – Families are overwhelmed. The more effortless you make things for them, the more likely they are to say yes. Frame your service as a “turnkey” solution that takes care of everything for them.

How to Apply This to Your Business

Now that you have the framework, here’s how to put it into action:

✔ Update your website & social media messaging – Shift from listing services to presenting a clear offer that follows the Value Equation. You can still have the list, but it shouldn’t be the center of your home page.

✔ Refine your sales conversations – Instead of just explaining what you do, guide families toward an easy “yes” by addressing their fears, showing proof, and making the decision effortless.

✔ Position yourself differently – If every agency offers a “Free Consultation,” stand out by offering a “Free Care Plan Assessment” that they can use anywhere. This lowers commitment fears and makes it feel like a “can’t lose” opportunity.

Your Turn: Make Your Offer So Good They Say Yes Instantly

By using this framework, you take the focus off price and put it on value. Families will see your agency as the obvious choice, not because you’re the cheapest, but because your offer makes the decision easy.

So, what changes will you make to your offer? Hit reply and let me know—I’d love to hear your thoughts!

Until next week,

Marc (The Home Care Professor)