HOME CARE · CASE STUDY
Senior care lead math, honestly.
Home care and senior living operators pay more per lead than almost any local category, and most of those leads never become a visit. The family member searching at 11pm is usually an adult child under stress. Reaching them directly, and following up fast, changes the economics.
Only about 30% of leads convert to a tour
Owned-channel leads typically land between $60 and $200.
Source: McKnight’s Senior Living · Invoca, 2024
01 · The economics
Referral agencies set the price.
Much of the category’s lead cost comes from paying referral platforms for shared leads. The same family gets called by several providers within minutes.
When you generate leads through your own website, search presence and reviews, the lead is yours alone. That’s why owned-channel cost per lead can fall to the $60–$200 range.
The trade-off is that owned channels take setup and consistency. That’s the work we do.
02 · The leaks
Where home care inquiries get lost.
Slow response. Families often contact several providers at once. The first to call back with a clear answer usually wins the assessment.
Unclear service area and services. Families need to know quickly whether you cover their parent’s city and offer the type of care needed.
Weak reviews. Trust decides this category. A thin or unanswered review profile sends families elsewhere.
Messaging aimed at the wrong person. The decision-maker is usually the adult child, not the senior.
03 · Methodology
What we actually do.
Compliance-aware local SEO and service pages for each type of care and each area you serve.
Google Ads and Local Services campaigns targeted at the adult children doing the research.
Fast follow-up: call tracking, instant form acknowledgement and missed-call text-back.
A steady review program that protects your reputation.
04 · Outcomes
What we measure.
Owned-channel cost per lead versus referral platforms.
Inquiry to assessment rate, and assessment to start of care.
Speed to first response.
Review volume and rating over time.