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Home Care Owner FAQs
We've brought together a team of educators and home care experts to answer the burning questions that you and every home care owner will ask at some point.
LegalSoftwareSales & MarketingJob Ad TemplatesRecruitment & RetentionCare OperationsFinancesRequest/ContributeLeadership
How can I get traction in my efforts to build referral pipelines? 
Gabrielle Pumpian Chief Development Officer at Cheer Home Care; 3-time home care marketer
Sales & Marketing
Which marketing activities should be done in-house and which ones should be outsourced to a marketing agency? 
Marissa Snook President/CEO of corecubed care marketing
Sales & Marketing
How can I implement performance-based compensation in my home care agency? 
Ilya Vakhutinsky Careswitch CEO, home health aide's son, Forbes 30 Under 30, caregiver advocate
FinancesRecruitment & Retention
How can I make sure I’m maximizing my ROI from online lead sites like APlaceForMom.com? 
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Sales & Marketing
What are some ways I can improve the scheduling processes in my agency? 
Brett Ringold Vice President of A Long-Term Companion & HCAOA board member
Care Operations
What should a good caregiver retention program look like?
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Recruitment & Retention
How much should I pay the office staff in my home care agency?
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Finances
What should the ideal caregiver hiring process look like? 
Jeff Wiberg President of the Home Care Association of America board and CEO of Family Resource Home Care
Recruitment & Retention
How much do home care agency owners earn?
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
LeadershipFinances
How should I decide which referral partners to work with and which to avoid? 
Debbie Miller Former pharma sales rep who built a $10M home care company and founded 52 Weeks Marketing
Sales & Marketing
What are the best (and worst) talking points to use with each type of referral source?
Debbie Miller Former pharma sales rep who built a $10M home care company and founded 52 Weeks Marketing
Sales & Marketing
What roles should I hire for in my home care agency's office staff and when should I hire them?
Brett Ringold Vice President of A Long-Term Companion & HCAOA board member
Leadership
What basic financial statements should I be using for my home care agency and where can I get templates? 
Mark Johnson EA specializing in home care agencies
Finances
What can I do to make sure my home care agency's Google My Business Profile is top-notch? 
Jason Chagnon CEO of Home Care Marketing Pros; digital marketing consultant to senior care businesses
What are some good professional referral sources my home care agency can partner with?
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Sales & Marketing
Should I pay my caregivers for time spent on training if I'm not legally required to? 
Becki Harrington-Davis Senior Content Marketing Manager at CareAcademy
LegalCare Operations
How can I avoid payroll-related lawsuits and make sure my home care agency is on the up-and-up? 
Sabrina Sattler Account Executive at Careswitch, home care agency advisor specializing in startup success and longevity
Legal
Can I pay my caregivers as 1099 contractors or do they need to be W-2 employees?
Ilya Vakhutinsky Careswitch CEO, home health aide's son, Forbes 30 Under 30, caregiver advocate
Legal
Where can I get a sample template for a caregiver job ad that will help my agency stand out to applicants?
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Job Ad TemplatesRecruitment & Retention
When is it time to hire a recruiter for my home care agency? 
Rachel Gartner Former home care recruiter who was so successful that she founded her own recruitment firm (Carework)
Recruitment & Retention
I just started my agency. How should I go about getting my first five clients? 
Gregg Mazza Founded a home care agency, almost ran out of capital after two years, figured things out and scaled past $5M
Sales & Marketing
What should a good job ad look like for a home care marketer?
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Job Ad Templates
Where can I get a good job description template for a Director of Operations at my home care agency?
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Job Ad Templates
What should a good job ad for a home care coordinator/scheduler look like?
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Job Ad Templates
Are there any financial statements I might not be using that would give me a leg up in my home care agency's financial health? 
Jennifer Ramos Managed and sold three different home care agencies; CEO of JR3 Consulting
Finances
Are there any value-adds home care owners overlook that can help maximize the value of their agency?
Jennifer Ramos Managed and sold three different home care agencies; CEO of JR3 Consulting
Finances
How do I know if I should fire a client?
Brett Ringold Vice President of A Long-Term Companion & HCAOA board member
Care Operations
How much should I pay a home care marketer? 
Erica Horner Home care sales consultant & project manager at corecubed
Sales & Marketing
At what point should I hire a marketer for my home care business?
Erica Horner Home care sales consultant & project manager at corecubed
Sales & Marketing
How can I decide how many referral partners to work with?
Brett Ringold Vice President of A Long-Term Companion & HCAOA board member
Sales & Marketing
What’s the biggest mistake home care owners make when preparing to sell an agency?
Jennifer Ramos Managed and sold three different home care agencies; CEO of JR3 Consulting
FinancesLegal
Should I apply for Employee Retention Credits and how do I know if my home care agency qualifies? 
Angelo Spinola Home health, home care and hospice chair at Polsinelli
LegalFinances
What are the most important things a home care agency owner should be thinking about now if they want to sell in five years?
Jennifer Ramos Managed and sold three different home care agencies; CEO of JR3 Consulting
Finances
What's the best way to tell our clients that we're increasing our rates? 
Adam Corcoran Director of Business Development at Golden Care, owner of Home Care Flyers, helped build a multimillion dollar agency from the ground up
FinancesCare Operations
If there's an economic recession this year, how will that impact my home care agency?
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Finances
What's a good profit margin for a home care agency and how big a cut should I take as the owner?
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
FinancesLeadership
How much does it cost to start a home care agency?
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Finances
If there's an incident and the client and the caregiver disagree over what happened, what should I do? 
Greg Coopman President at SeniorCareCX
Care Operations
What should be included in a new client assessment? 
Miriam Allred Head of Partnerships @Careswitch, former host of Vision: The Home Care Leaders Podcast
Care Operations
When does my home care agency legally have to provide employees with healthcare benefits? 
Brian Cottone Jr. Benefits expert at VItable Health
Legal
What are the essential steps to starting a home care agency?
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
FinancesLegal
Are there mistakes I'm making with my website that could be hurting my ability to get new business? 
Jeremy Fuller Managing Director of Grow Home Care Marketing; website, SEO, and digital marketing expert
Sales & Marketing
Is there a spreadsheet I can download to easily calculate how much I need to charge to break even? 
Julio Briones Home care consultant specializing in helping 7-figure home care agencies grow
Finances
I want to contribute an FAQ response to this page. What are the guidelines?
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Request/Contribute
I have a question I'd like to get answered. How do I submit it?
Connor Kunz VP @Careswitch, former head of education @ Home Care Pulse, scaled a service business 7 figures in 3 years
Request/Contribute