Contact Us

Events & Resources
Megan Mulrain

B2B Marketing Associate at Caring

Megan Mulrain is a marketing professional in the senior living and senior care industry, currently serving as the lead B2B Marketing Associate at Caring. With a wealth of experience, Megan specializes in crafting compelling content, including impactful blogs and engaging webinars, aimed at fostering meaningful connections with both existing and prospective partners. Her expertise extends beyond the written word, as she is often found leading insightful webinars!

Articles and Webinars

by Expert Contributor


by Expert Contributor

Articles and Webinars

Get to Know the New Partner Portal

We are excited to share with you our new Partner Portal.  We have spent time researching the best ways we can support seniors and our partners and are making shifts to serve our partners better. This new Portal is designed to give you access to more capabilities and the ability to make more changes. You will see some new changes but don’t worry, you will have access to your favorite Portal features, like reviews.

We have compiled videos walking you through how to use some of the new features, and where you can find some of the features you already use. We have also included answers to some questions you may have.

Portal Training Videos

Resetting Your Portal Password

How to Update Amenities

How to Update Referral Status

How to Report a Move-In

How to Update Costs

How to Add or Remove Photos

How to Add, Update or Remove FAQs

How to Send a Request Review Email

How to Set Up an Internal or External Promotion

How to Update Your Description

Frequently Asked Question

What features need to be moderated?

Currently, promotions, photos, descriptions, unique features, and frequently asked questions are moderated. These changes will take some time to appear on your profile after submitting the request via the Portal.

How to update users?

Please email to add, update, or remove user access.

If you have any additional questions or need help accessing the new Portal, email If you have any review-related questions, please email

Maximizing Lead Conversion and Efficiency Through CRM Integration with Caring

For most senior living communities, utilizing a CRM to manage leads is crucial to ensure that the sales team can nurture those leads and convert them into actual residents. CRM stands for 'Customer Relationship Management' and is a term used to describe a system that manages and stores data and information about customers throughout their lifecycle. This includes the data from the initial lead to when they become a resident! 

For our Caring partners with a CRM, did you know that you can further enhance your sales efforts by integrating your CRM with Caring? This integration does not affect the information you see about leads but will help you save time by not having to manually report on move-ins. 

Uni-Directional Integration

Uni-directional integration is one integration option. It means that information flows directly from Caring into your CRM without any manual input needed. Your system will automatically receive updates from Caring on lead information — tour scheduling and lead status changes – in real time. The big benefit of this integration is an increase in lead conversion rates. Caring Partners who have uni-directional integration can save time on manual inputs and focus on turning leads into residents. 

Bi-Directional Integration

Bi-directional integration adds another layer to the CRM Integration — this allows information to flow both ways between Caring and your CRM. With a bi-directional integration, Caring Family Advisors are automatically notified of milestones like tour completions and can follow up with families to help them decide. This further enhances communication and coordination between teams, increasing efficiency and effectiveness. 

Benefits of CRM Integration

When senior living communities link their CRM with Caring, they often see a big jump in their conversion rates, sometimes as much as 30%. Why? Because integrating these systems streamlines things and cuts down on mistakes. Automated processes mean leads get proper attention and nothing falls through the cracks. Case studies have shown that without this integration, communities could miss out on anywhere from 5% to 50% of potential residents referred through Caring.

By harnessing the power of streamlined lead management, our partners are turning more inquiries into residents and driving growth. 

If you are interested in learning how you can connect your CRM with Caring, you can contact Madison Burns, Partner Success Operations Manager at If you are interested in learning about how to become a Caring partner and maximize the benefits of CRM integration, you can email

Maximizing Occupancy: Harnessing the Power of Online Referrals

In today’s challenging economic times, senior living operators and care seekers alike feel the impact of rising costs. Many communities are caught between increasing operational expenses and decreasing occupancy rates, making filled rooms crucial. One of the most effective solutions to this challenge is leveraging online referrals to attract new residents. Understanding the best marketing channels and strategies to generate move-ins cost-effectively is an important first step.

Many care seekers are starting their search for care online, and data shows that a significant portion of these initial seekers are adult children searching on behalf of their parents. This demographic uses online searching (often using broad, generic terms) to inform their next steps. Compared to other groups of care seekers, this cohort of digitally savvy adults tends to demonstrate a higher move-in rate. Platforms like play a big role in the search for care for this digital-savvy group. 

With this in mind, it's important to examine the marketing channels you are using to meet these savvy care seekers. Weigh the cost-effectiveness of the marketing channels you use to promote your community. There are many different ways that you market your community – but do they help generate move-ins? Referral partnerships are a marketing channel that offers a low-risk, high-return model. You pay only for successful move-ins. With a pay-per-move-in model, you mitigate upfront marketing costs, ensuring a more reliable ROI and a high occupancy. 

Best Practices for Referral Partnerships

To maximize results from online referrals, there are a few best practices you can implement. These best practices assist the care seeker in their search for the right community:

  • Optimizing Your Listing: Treat your online profile as your digital storefront. Ensure it includes detailed descriptions, high-quality images, and accurate cost information.

  • Leveraging Reviews: Positive reviews significantly impact decision-making. Engage with platforms like to boost your online reputation.

  • Actively Engaging Leads: Speed is crucial in responding to leads. Follow up consistently and utilize CRM tools to track interactions and improve conversion rates.

By optimizing your online presence, leveraging customer reviews, and actively engaging leads, you can  effectively increase occupancy rates. This approach not only fills rooms, but ensures a strong return on investment with minimal risk.

Ultimately, adopting a proactive approach to online referrals can transform your community's occupancy rates and financial health. By focusing on detailed online listings, cultivating positive reviews, and maintaining swift engagement with potential leads, you can create a robust marketing strategy that stands up to economic pressures. Embracing referral partnerships will help you achieve a higher return on investment, ensuring that your community thrives even in challenging times.

For further details or information about becoming a Caring partner and receiving referrals, you can reach out to  

Using Automations to Increase Move-ins

Successful tours for senior living communities are more than showcasing amenities. Instead, they’re about creating personalized experiences that resonate with potential residents. If you tap into the power of automation, it can help improve tour experiences, increase show-up rates, and ultimately drive more move-ins! 

The Power of Automation in Senior Living Tours

In today's digitally driven landscape, automation has emerged as a game-changer in various industries, including senior living. By using tools and automation that can help schedule and personalize content (like emails or texts), communities can streamline processes, increase engagement, and nurture relationships effectively. Automation can play a pivotal role at every stage of the tour journey, from initial scheduling to post-tour follow-ups.

1. Getting Started: Essential Components for Automation

Before delving into the specifics of automation, it's important to have a few key components in place first. These include:

  • Scheduling Tool: Implement a scheduling tool equipped with built-in automation capabilities (such as Calendly or HubSpot's Meetings link).

  • Customized Content: Create tailored content, such as pre-tour information packets or welcome videos, to answer potential questions and provide valuable insights into the community.

2. Harnessing the Power of Automation: Transformative Workflow Strategies

Automation empowers communities to create customizable workflows that cater to potential resident's needs and preferences. By automating tasks such as reminders, personalized messages, and follow-up communications, communities can improve a care seeker’s experience and decrease tour no-shows. Key tasks that can be automated include:

  • Pre-Tour Reminders: Trigger automated reminders via email or text messages to ensure care seekers are well-prepared and motivated to attend scheduled tours.

  • Personalized Communications: Craft personalized messages addressing the potential resident's interests and concerns, fostering a sense of connection and rapport.

  • Post-Tour Follow-ups: Implement automated follow-up messaging, including a post-tour thank you, survey about their experience, and link to schedule appointments for asking questions, to maintain momentum and facilitate further interactions.

3. Enhancing Prospect Experience: Personalization and Engagement Strategies

Beyond automation, personalized experiences are pivotal in captivating prospects and fostering meaningful connections. Communities can enhance the prospect’s experience through:

  • Tailored Interactions: Engage in meaningful conversations, whether in person or over the phone, to understand their unique preferences, interests, and requirements.

  • Customized Tours: Curate personalized tour experiences based on previously gathered insights, incorporating tailored activities and showcasing relevant amenities.

  • Resident Engagement: Introduce care seekers to current residents and community activities to provide authentic insights into the community's vibrant lifestyle.

4. Overcoming Challenges and Maximizing Results

While automation offers immense potential, communities may encounter challenges in implementation and adoption. Continuous monitoring, analysis, and optimization of processes that have been automated are essential to maximize results and drive continuous improvement in tour outcomes.

5. Realizing the Impact: Measuring Success and Driving Move-Ins

Ultimately, the true measure of automation's success lies in its impact on tour conversions and move-ins. By leveraging analytics and CRM integration with Caring, communities can track key metrics such as show-up rates, lead conversions, and resident acquisition costs.

Automation is an up-and-coming useful tool in the arsenal of senior living communities, offering unparalleled opportunities to optimize tour experiences and drive move-ins. 

By embracing automation strategies, communities can streamline processes, personalize interactions, and ultimately create memorable experiences that resonate with prospects. 

How Do I Convert More Home Care Leads from

When it comes to winning clients through digital marketing, it's important to understand how you can improve some of the touchpoints consumers are interacting with as they research their care options. To win more clients, standing out online and optimizing your investment are some key factors. If you want to receive more leads, consider the following strategies to be noticed:

  1. Request Additional Leads: Are you consistently hitting your lead cap every month? If so, requesting new leads is as simple as contacting your account executive or emailing  to purchase more leads. 

  2. Increase your Bid Price: If you are in a competitive market, increasing your bid price will ensure you are competitive with other agencies and eligible to receive more referralss in your area. Remember to consider your return on investment at the broader level. Not every referral will become a new client, but if you convert even just 10% of the referrals you receive, you’ll see a positive return on your investment. Measure your overall conversion rate to determine how high you are willing to pay and contact us to update your bid price.

  3. Reviews: Prioritize obtaining reviews as they significantly impact lead generation. Today, many consumers read online reviews before making purchasing decisions, so they’re very crucial for your agency. Among U.S. consumers, 98% use online reviews to research local businesses. Having reviews listed on your profile will help improve your visibility on our directory and increase your conversion rates on leads. Many clients and their loved ones will leave a review if you ask. In fact, 57% of consumer reviewers said they would leave an online review if asked by the business staff.  

  4. Highlight Unique Services and Special Features: Share what makes your agency extraordinary to help our Family Advisors promote your services. This can be highlighting any unique offerings or special aspects that set you apart from others on your profile. Whether your agency offers regular services like home-cooked meals, medication reminders, shopping excursions, or other special features, these unique aspects can help set you apart from other local agencies. Use your profile to showcase what makes you truly different.

  5. Photos: As seniors and their loved ones research agencies, photos can be an important part of your Caring profile. Don’t just use your logo or stock photos, but include professional photos showing your caregivers in the field demonstrating the services that you offer. This way, seniors can see your agency and services in action. 

Leveraging these strategies can help seniors and their loved ones understand your agency and the services you offer as they look into their options. For more information on how you increase your bid price, update information on your profile or discuss increasing your lead cap, contact us by email here.

How To Boost Your Census

Are you looking to expand your senior living community’s reach and fill your empty beds? As the industry continues to become more competitive, it’s important to make sure you are generating and working quality senior living leads. 

How to Market Your Senior Living Community

A great first place to start is to create a marketing strategy that can attract interest from new potential residents. There are several ways to market your senior living community, but these tips are a great place to start. 

1. Use Search Engine Optimization (SEO) 

Improve your online visibility by implementing SEO strategies on your website. SEO allows you to target specific keywords and demographics relevant to your business and improve your search result rankings. Users often see websites that appear at the top of search results as credible and trustworthy. You can put SEO in place by: 

  • Improving your site's structure

  • Creating relevant content for your audience

  • Including industry-specific terms and phrases in your content

This not only helps with rankings but also improves the satisfaction of your website visitors. This ensures that your website reaches the right audience. When you invest in SEO, you ensure your online presence remains helpful while keeping up with industry trends and changes.

2. Expand Your Online Presence

An important aspect of expanding your online presence is making it easier for seniors and their families to find you online. Do you have a website or social media page? These are a great first step and does not take a lot of time to set up. 

Showcase your services, amenities, and other features you would show on a tour. You can use a social media page, like Facebook, to share photos of residents and events you offer. This gives care seekers the ability to see what living in your community looks like before they visit. 

One great way to expand your online presence is through an enhanced profile with Caring! All partners can create a profile that highlights what makes their community unique, including photos, descriptions, reviews, and amenities. 

3. Use High-Quality Photos

In the age of digital search, using quality photos is a must to help your agency stand out. By having at least five custom photos (including staff photos), you can help give seniors a preview of your staff and services. Highlight some of the amenities and rooms (like you would on a tour) to give seniors a better feel for what it would be like to live there. 

How to Generate Leads for Your Senior Living Community

There are several ways you can create leads. A first step is knowing the kind of leads you want based on the services you offer, and the style and environment. From here, you can use digital marketing, events, lead generation companies and word of mouth from local connections to gather leads over time. Working with a lead generation company, like Caring, can help you fill your empty beds faster with qualified leads sent right to you. We help you reach interested, qualified seniors looking for the kind of care and services your community offers. It's a simple, controlled way to fill your community while crafting your other organic marketing efforts. 

Tips for Better Communication with Potential Residents

Your staff's interaction with potential residents plays a crucial role in turning leads into actual residents. Here are some simple tips to improve communication:

  • Welcome Questions: Foster an open conversation by encouraging questions. Take the time to respond with empathy and patience. 

  • Listen Actively: Take the time to hear what potential residents are saying about their concerns and preferences. Answer their questions and guide them through what it's like to live in your community.

  • Customize Information: Personalize the tour to highlight how your community can cater to the specific needs and preferences of potential residents. This way, they can see exactly how your community is the right fit for them.

How to Nurture Existing Leads

  • Nurture Leads With Email

A great way to stay top-of-mind with your leads is to stay in touch with them via email. Consistent, timed-out emails can nurture senior living leads and help your team maintain regular communication without having to call or text senior living leads individually. What should these emails contain? Share a newsletter with updates and client stories, provide promotions, and check in to stay connected with these leads. That way, when they are ready to take the next step, your community is at the top of their list. 

  • Utilize Testimonials from Residents

A great way to build trust with a potential resident is to use testimonials from current residents. Showcasing the community and why the residents love living there is a great way to remind them why they should choose your community. Ask your current and past clients to share reviews online, like on your profile, to provide firsthand experiences.

  • Utilize Holidays to Your Advantage

A great way to touch base or restart communication with your leads is to utilize seasonality in your communication. You can even use things your community is already planning! Invite them to events going on in the community, share fun anecdotes, and encourage them to reach out with any questions or concerns they may have. 

10 Best Practices for Nurturing Online Leads

More and more care seekers are discovering care options in their area through online research. To optimize these online leads, here are some of the best practices you can follow:

Acknowledge Receipt

Schedule an immediate auto-response email confirming lead receipt with a brief "Thank you" and assurance of future contact

Respect Communication Preferences

Recognize the diverse reasons for choosing online forms over direct calls. Be considerate of preferred communication modes and honor requests for email-only responses. Reasons for such a request can range from a busy work schedule to the need for written communication for the hard of hearing, and your respect for their needs will go a long way.

Quick Follow-Up Matters

Respond promptly to each lead within the same day, addressing queries comprehensively. Delayed responses can significantly reduce connection rates, so try to get in touch while their search is on their mind.

Personalized Follow-Up Email

Craft detailed follow-up emails referencing information from care request notes or phone conversations. Customize responses to common topics such as rates, availability, and care options to highlight your attention to detail and care for them as an individual.

Set Expectations

Communicate the next steps in the decision-making process, guiding the customer towards actions like scheduling a tour or attending an event.

Prioritize Leads

Identify families closer to decision-making. Factors like memory problems, medication management, caregiving hours, or recent incidents can indicate urgency.

Regular Check-Ins

Send follow-up emails after one and three weeks, revisiting initial topics and directly asking for further discussion, tours, or addressing additional questions.

Nurture Campaign

Initiate an email nurture campaign every 2 to 4 weeks for leads that haven't progressed. Deliver valuable content, maintain warmth, and showcase your organization's personality.

Choosing Tools for Campaigns

Depending on your business size, manage campaigns via email clients or consider specialized tools for streamlined communication and lead monitoring.

Enhanced Listing on

Boost your business online by partnering with Caring. From an expanded online presence with a gold-star listing to online reputation management, Caring is here to help you maximize your sales potential and convert more leads. 

To-Do List:

  • Set up auto-response for all Internet leads.

  • Allocate time for prompt follow-ups and prioritize leads.

  • Create templates for common inquiries.

  • Evaluate the need for an email campaign tool.

  • Develop content for nurture campaigns.

  • Ensure a steady stream of Internet leads by registering for automated care requests from

How to Drive More Online Referrals from Your Senior Living Listing on

With the rise of the modern-day drive-by, many customers are researching communities and determining their preferences long before they visit. prioritizes customer preferences. We never forward a referral without obtaining verbal consent from the family. To receive more online referrals from us, consider the following strategies to stand out:

  1. Collect More Reviews: In fact, this point deserves the top three spots. Most U.S. consumers read online reviews before making decisions, making them more important than ever to your community. In fact, among our referral partners, communities with 16 or more reviews average nearly 3x more leads, 4x more tours, and 5x more move-ins than communities with one or two reviews. Many residents and their loved ones will leave a review if you ask. In 2023, 57% of consumer reviewers said they would leave an online review if asked by the business staff. Caring’s Partner Portal has a tool that makes it easy to ask for reviews

  2. Highlight Unique Features: Our Family Advisors strive to motivate customers to visit your senior living community. Aid customers in their decision-making process by highlighting your community’s extraordinary features. Does your chef bake chocolate chip cookies on Tuesdays? Do you have a therapy dog? Is your community located near a hospital? Often, partners claim that their "caring staff" sets them apart. However, for a family choosing between three local communities to tour, this distinction is rather basic. Adding some of these unique details can help set you apart. 

  3. Care Services: Have you recently introduced memory care services or constructed a new independent living section? Make sure is informed about all the service levels you offer so that we aren't excluding any residents that may be a good fit.

  4. Photos: It's also essential to have good photos. Photos are the first thing a consumer sees when they find you on and give customers a sense of what your community looks like before ever stopping by. Our internal data shows that communities with 8+ photos get 4X more leads than those with 1-2 photos. Make sure you are making a good first impression with good-quality photos that highlight your community and its living spaces. 

  5. Keep Your Listings Accurate: When a listing has inaccurate information, it hurts your lead volume. If you've moved, changed your name, or aren't taking new patients, please let us know.

  6. Stay in Touch: Let us know if you have a special offer or event. We may be able to include it in our weekly newsletter that goes out to families all over the US or include it on your profile for all customers to see as they research potential communities.

To gain more insight into how Caring filters and validates families for our partners, our referral selection process for communities or agencies, and ways to enhance the matches we create for better conversion rates, contact  our Partner Sales and Success teams.

Are Local Seniors Finding Your Care Home?

Whether big or small, the importance of building your reputation and keeping your beds filled is understood by all. For smaller communities and care homes, filling even a few empty beds can be very time-consuming. This was something Nicole Busque was facing with Rockbridge Senior Care Home

Before, Rockbridge Senior Care Home had not pursued much digital marketing beyond building a website. She’d also worked with local referral agents. Despite these efforts, Nicole found she was not getting as much return as she had hoped. She was looking to build awareness of her care home and develop a waitlist.

Additionally, her care home was competing with other larger communities and well-known senior care brands. Her goal was to build her care home’s brand to keep her beds full. That is when she turned to

“With Caring I built a waitlist in just months,” Nicole explained. “I received multiple referrals and tours. I was getting my name out there.”

With, Nicole developed an online profile that highlighted the benefits of her care home, showed off the reviews from her customers as well as had access to support and resources to help improve her sales process.

Nicole has accomplished her goal of increasing community awareness of her care home. She noted that working with not only helped build community awareness of her care home but helped her develop a waitlist for the future - enough for a second home. helped her ensure that going forward, she would be able to focus on the care of her residents rather than on filling empty beds. The waitlist she developed gave her the peace of mind she needed and time back in her day. Her online presence, which highlights several 5-star reviews, will help continue to inform local seniors about her care home and what she can offer them. 

“If I had a larger home or was opening a new home and needed to get my name out there, I would be using Caring. I will again the next time I have empty beds. I received a lot of referrals, and I accomplished my goal.” is a support system for small care homes and communities. These communities and homes are connected to a large audience of seniors in need of care, digital marketing tools, potential resident referrals, and move-ins. Beyond this, each community has its own enhanced profile on the website, including photos, detailed descriptions, and reviews. Every community is provided with resources on how to solicit reviews from their residents and their loved ones, and Caring’s partners receive instant New Review Alerts with convenient quick links to efficiently respond to published reviews. Alongside this, provides a list of best practices, resources, and support to help them and their team. 

*** Results can vary by account and location. Please contact an account executive to learn more about the opportunities for your area: or (888) 808-0453.

Overcoming Objections: The Key to Building Trust in Home Care

Have you heard an objection from a potential client and were not sure how to respond? Being able to overcome these objections during the conversation is an essential step toward turning a potential client into an actual one. There are a few key steps to responding effectively to an objection - understand the reason, address the concern, and follow up with a question to continue the conversation. 

The first step is to understand the underlying reason behind the objection. Yes, they may feel home care is expensive, but the underlying reason is that they do not realize the cost-benefit of home care. Once you understand the reason, then you can respond. The first part of your response should be a statement highlighting your understanding of their concern and facts to reassure their concern. The second part should be a follow-up question that redirects the conversation to the potential client and restarts the conversation. 

We have listed out several common objection categories - Cost, Need, Trust, and Timing and some common objections you may hear, as well as recommended responses.

Cost Objections

Some of the most common objections you may hear are related to the cost of home care services. You may hear objections like:

"Home Care is too expensive."

Underlying Reason:

Lack of understanding of the cost-benefit of home care

How to Address:

"I understand that cost is a concern. However, compared to the cost of hospitalization or nursing home care, home care is actually more cost-effective in the long run."

Follow Up Question:

“If cost wasn’t a consideration, what help would you need?”

"We can't afford home care."

Underlying Reason:

Limited financial resources or lack of knowledge of payment options

How to Address:

"I understand that cost is a concern, but we have a range of affordable options, and we can work with you to create a plan that fits your budget."

Follow Up Question:

“We all have to live within a budget. What would make home care affordable for you?”

Need Objections

Another common type of objection you may hear involves whether or not they feel they need home care. You may hear objections like:

"I don't need home care yet."

Underlying Reason:

Fear of losing independence or denial of the need for assistance

How to Address:

"I completely understand your desire to maintain your independence. However, home care can provide you with the support you need to stay safe and comfortable in your own home."

Follow Up Question

“Everyone needs a little help now and again. What kind of support could you use?"

"We're not ready for home care."

Underlying Reason:

Fear of change

How to Address:

"Change can be scary, but we'll be with you every step of the way to ensure a smooth transition and provide the support you need. Home care allows you to remain in the comfort of your own home while receiving the support you need."

Follow Up Question

“We can assist with a schedule that works for you. What types of help would you need?”

"I don't need that much help."

Underlying Reason:

Lack of understanding of the range of services offered by home care

How to Address:

"Our caregivers can provide a range of services, from assistance with activities of daily living to medication management and transportation. We can tailor our services to meet your individual needs."

Follow Up Question

“Tell me a little about your day. What kind of things do you do?”

"I'm looking for assisted living."

Underlying Reason:

Lack of understanding of senior care options

How to Address:

“Many people prefer the familiarity and comfort of their own home, and the ability to maintain their independence.”

Follow Up Question

"Are there specific concerns you have about home care? What accommodations or modifications could we make to ensure you feel comfortable and safe receiving care at home?"

"My family can take care of me."

Underlying Reason:

Reluctance to burden family members or lack of understanding of the demands of caregiving

How to Address:

"While family care is important, it can also be very demanding and stressful. Home care can provide additional support to help ease the burden on your family members.”

Follow Up Question

“What if we meet with you and your family to do a free in-home assessment?"

"I don't want to be a burden."

Underlying Reason:

Reluctance to ask for help or guilt over needing assistance

How to Address:

"We understand that asking for help can be difficult. Our caregivers are trained to provide compassionate care and support."

Follow Up Question

“We are here to help you maintain your independence and quality of life. What do you enjoy doing?”

Trust Objections

An additional type of objection you may encounter is a trust objection. Some examples of trust objections you may hear are:

"I don't want a stranger in my home."

Underlying Reason:

Fear of invasion of privacy or lack of trust in caregivers

How to Address:

"We take great care in selecting and training our caregivers. Our caregivers are professional, compassionate, and respectful of your privacy."

Follow Up Question

“What specific concerns do you have about having a caregiver in your home?” "I don't want a stranger in my home."

"I don't trust home care agencies."

Underlying Reason:

Negative experiences with other agencies or lack of knowledge of agency qualifications

How to Address:

"We are a licensed and accredited home care agency with a proven track record of providing quality care."

Follow Up Question

“What do you need to know to feel more comfortable with us?”

"I'm not comfortable with a male/female caregiver."

Underlying Reason:

Personal preference or past negative experiences

How to Address:

"We understand the importance of matching our caregivers with your personal preferences. We can provide a male or female caregiver based on your comfort level."

Follow Up Question

“What else would you prefer in a caregiver?”

"I don't want to give up my privacy."

Underlying Reason:

Fear of losing privacy

How to Address:

"We respect your privacy and will work with you to ensure that your personal space is respected at all times."

Follow Up Question

“What else is important to you in a caregiver?”

"I'm concerned about the cultural fit of a caregiver."

Underlying Reason:

Uncertainty about compatibility

How to Address:

"We understand the importance of cultural sensitivity and will work with you to match you with a caregiver who empathizes with cultural background and values."

Follow Up Question

“What is important to you in a caregiver?”

"I'm concerned about the quality of care."

Underlying Reason:

Quality concerns

How to Address:

"We take great pride in providing high-quality care, and we have a proven track record of satisfied clients.”

Follow Up Question

“What else is important to you in a caregiver?”

Timing Objections

The fourth type of objection you may hear from potential clients is around timing. Some examples of timing objections you may hear include:

"I don't want to commit to a long-term contract."

Underlying Reason:

Fear of being locked into a contract or lack of knowledge of flexible contract options

How to Address:

"We offer flexible contract options, including short-term and as-needed care. We can work with you to find a plan that fits your needs."

Follow Up Question

“What kind of plan would work for you?"

"I'm not ready to make a decision."

Underlying Reason:

Procrastination, reluctance to commit, fear of change

How to Address:

“That's okay. We offer free consultations to help you determine whether our services would be a good fit for you. There’s no harm in learning more about what’s available.”

Follow Up Question

“When would you like to schedule a free in-home assessment?”

"Who are you? Why did you call me? I’m not interested."

Underlying Reason:

Fear of unknown caller

How to Address:

“We work with You or a loved one visited their website recently to learn about home care in your area.”

Follow Up Question

“Why did you start researching care options?”

Now that you have an understanding of a framework for responding to objections, you can use them while having conversations with potential clients. We also have included an infographic you can save to your phone or computer and reference during these conversations as well. If you have more questions or would like help from our team with converting clients, reach out to us at

Everything You Need to Know About Aid and Attendance Benefit

Many Veterans and their families are unaware of the benefits available to them, especially when it relates to paying for senior living and senior care later in life. Navigating the VA system can be challenging, with complex rules and requirements. Helping senior Veterans navigate finding care and receiving applicable VA benefits is an important way to help them be able to make a choice to move into a facility sooner or stay at home longer. 

Understanding the Aid and Attendance Program

The Aid and Attendance benefit is designed to provide financial assistance to Veterans and their spouses who need assistance with daily living activities or require care in a protective environment. The program was created with the goal of supplementing the cost of care for Veterans as they age.

The VA may provide financial assistance to eligible Veterans and surviving spouses, with the following monthly amounts:

  • Single Veteran: Up to $2,229

  • Married Veteran: Up to $2,642

  • Surviving Spouse: Up to $1,432

  • Two Married Veterans: Up to $3,536

This financial support can significantly contribute to covering the expenses of senior care or senior living. As Social Security benefits increase, these amounts may also rise, offering even more financial assistance.

Eligibility for Aid and Attendance

The eligibility criteria for VA benefits to cover senior living and care can be slightly complex in nature, and eligibility periods may be based on the specific conflict. Veterans or their spouses can qualify if they meet the following conditions:

  1. The Veteran must be at least 65 years of age or 100% disabled. Even if they are under 65 but unable to work due to a disability, they may still be eligible.

  2. They must have served at least 90 days of active duty during their military service, excluding training periods.

  3. At least one of these active duty days must have occurred during a declared wartime period, such as World War II, Korea, Vietnam, or the Persian Gulf.

  4. The Veteran must have received an honorable, medical, or general discharge.

  5. Widows can also qualify for these benefits, regardless of their age, if they were married to the Veteran for at least one year, even if that year was at the end of the Veteran's life, and if they remain single.

Types of Care Covered

VA benefits can be applied to various types of care, including:

  • Skilled nursing care (private pay only)

  • Independent living*

  • Assisted living

  • Memory care

  • In-home care

  • Adult day care

  • Paying a non-spousal family caregiver (spouses cannot be paid)

*Independent living communities must meet specific criteria, such as having 24-hour caregivers or providing evidence that the client receives at least two Activities of Daily Living (ADLs). These ADLs can be administered by a third party, including family members.

How to Help Veterans Access VA Benefits

Many Veterans and their families are unaware of these benefits due to a lack of information and the complex application process. Many Veterans who left the military when they were young may not remember or know that some of these benefits exist. There are several ways senior living and senior care partners can help Veterans and their families in accessing these VA benefits. 

  • Identify Eligible Individuals: Ask potential residents or their families if they are Veterans or widows and if they meet the criteria for VA benefits.

  • Encourage Contact with the VA: Advise eligible individuals to contact the VA to explore their options and initiate the process.

  • Understand the Application Process: Familiarize yourself with the VA application process to provide guidance to residents and their families.

  • Offer Support: Offer support to residents and their families throughout the application process to ensure a smooth and successful outcome.

Whether you have helped veterans and their families navigate the search for care or haven’t been sure where to start, any help in this complex process can make a difference. 

If you have any questions or would like more information about how working with can help you support your residents and put you in touch with organizations like Patriot Angels (who specializes in assisting veterans with VA benefits applications) reach out to us at or call us at (888) 808-0453. 

How to Maximize the Holiday Season

The holiday season is not just a time for festivities; it's a crucial period for senior living and senior care to strategically prepare for the January lead rush. Here's how senior living communities and senior care agencies can make the most of the holidays and gear up:

Maximizing Holiday Engagement with Existing Leads

Before January, communities and agencies can capitalize on the holiday spirit to strengthen connections with existing leads. Here are key strategies to employ:

  • Send Holiday Cards: Take advantage of the festive season by sending personalized holiday cards to leads already in your system. This thoughtful gesture not only expresses goodwill but also serves as a gentle reminder of your community or agency.

  • Invite to Tour and/or Holiday Gathering: Extend invitations to potential residents and clients for a tour or a holiday gathering. This provides an excellent opportunity for leads to experience the warmth and atmosphere firsthand.

Strategic Improvements Ahead of January Lead Rush

As the new year approaches, senior living and senior care teams must be prepared to handle the surge in leads. Here are crucial steps to ensure a smooth transition into the new year:

  • Continue to Work HOT Leads: Prioritize and actively engage with high-potential leads. Consistent communication during the holiday season keeps your community top of mind when individuals are making decisions about care options.

  • Improve Information Accuracy: Information on leads can be hard to maintain during the year. Allocate time and resources to ensure that your CRM or other lead information solution reflects the most current information.

  • Get Sales Pipeline Up to Date: Conduct a thorough review of your sales pipeline. Update progress, identify bottlenecks, and streamline the process to ensure a well-functioning and efficient system.

  • Update Brochure and Other Print Material: Review and update all printed materials, including brochures, to align with the new year. Incorporate any changes in pricing, services, or offerings to present accurate and enticing information to seniors and their families.

  • Prep Teams and Backups for January Rush: Anticipate the increase in inquiries in January. Ensure that your teams are well-prepared, and establish backup plans to guarantee someone is available to assist in case of unexpected surges in activity.

By strategically utilizing the holiday season to connect with existing leads and implementing proactive measures, senior living communities and senior care agencies can navigate the busy period with confidence. 

If you are interested in learning more about how you can prepare your team for the January lead rush or how you can access leads seeking care in your area, you can contact us at or call us at (888) 808-0453. 

How to Make the Most of Your Listing

In the digital age, first impressions often happen online. Your online profile often serves as the first point of contact many seniors have. For partners looking to create or update their profile, it’s important to showcase your community or agency and connect with care seekers. Here are some tips to help you craft a compelling online profile that leaves a lasting impression.

1. Using High-Quality Visuals

When it comes to online profiles, high-quality professional photos speak volumes. Invest time and resources into capturing images that showcase your community or agency in its best light. Professional photos not only highlight the physical beauty of your space but also convey a sense of reliability and trustworthiness. Remember, potential residents or clients want to envision themselves in your community or using your services, and striking visuals provide the first step towards creating that connection.

For communities, this can include photos of the front entrance, grounds, lobby, community room, exercise room, dining room, and model apartments - things you would normally show during a tour. For agencies, this can include photos of the services you provide and your team engaging with seniors - things you would normally discuss. 

2. Showcase What Makes Your Community Unique

Set yourself apart by showcasing your unique offerings. Highlight the activities and services that make your space special, and emphasize how these features contribute to a supportive and enriching environment. This is your chance to stand out in a crowded digital landscape, so be specific!

3. Personalize Your Description

Connect with your audience on a personal level by tailoring your description to reflect the essence of your community or agency. Share what you offer beyond the surface-level amenities or basic services. Are there heartwarming stories or personal testimonials that speak to the essence of what you offer? Personalizing your description adds authenticity and helps potential residents or clients envision the meaningful experiences they could have.

4. Community Involvement and Programs

Describe any community programs or initiatives that involve residents, such as support groups, wellness initiatives, or collaborative projects. Highlighting these programs shows that you prioritize the well-being and participation of your residents or clients.

5. Describe Your Community and Curb Appeal

For senior living communities, it’s important to provide not only pictures but also a detailed description for those unable to tour your space physically. Help potential residents imagine themselves within the walls of your community beyond a simple list of amenities. 

Prioritizing creating a unique and detailed description can set you apart from the competition and help care seekers better understand what makes your community or agency special. If you aren’t a partner with and want to maximize your online presence, you can reach out to us at or call us at (888) 808-0453. 

Maximize the January Lead Rush

Did you know that internet directories, senior living communities, and senior care agencies see about 50% more inquiries in January?  Loved ones – who discovered Mom or Dad needs help – spend time researching care options after the holidays. 

If you are looking for tips on how to manage the extra lead flow and the increased number of inquiries, we have compiled some best practices to help you handle the rush. 

Speed to Lead

In the fast-paced online environment, responding quickly is important to ensure you don’t “lose” a lead. Utilize alerts — like’s alerts — to ensure your sales team knows when a person has expressed interest in more information.  During peak periods, redistribute tasks, and encourage teamwork to manage the increased workload efficiently.

Prioritize Personalization 

Personal touches in your communication significantly enhance the chances of conversion. Studies reveal that 3 in 5 people respond more positively to brands that personalize their interactions. 

The key is to focus on building a personal connection rather than immediately pushing services. As an example, when working on a lead from, mentioning specific notes that were sent over can help demonstrate a genuine interest in the senior’s situation. 

Strategic Prioritization 

As important as speed is, prioritize follow-ups based on urgency. Consider factors like care needs, geographic proximity, and which member of the family is calling. Respond quickly to leads with immediate care needs, and tailor your approach based on the urgency and location of each inquiry. Adult children's inquiries often convert more quickly than other inquiries, so prioritize them during peak times.

Looking for more tips? You can also check out one of our past webinars, “Get Ready for the Referral Rush: Best Practices for Converting Online Leads” for more tips and strategies. 

If you are interested in learning more about the benefits of partnering with or looking for more qualified leads, reach out to us at or call (888) 808-0453. 

How to Generate More Home Care Leads

In the growing home care industry, the key to success lies in the ability to attract new clients. As the demand for home care increases, it's important to craft lead generation and marketing strategies to stand out from the crowd. 

Make Your Home Care Agency Stand Out

Standing out in a competitive market is essential to attracting new home care leads. Here are some effective and easy ways to stand out from the competition:

1. Craft an Online Presence

Grow your home care agency’s online presence through an easy-to-use website and social media presence. Both of these make it easier for potential clients to understand your services before they reach out to you. 

2. Highlight Your Unique Selling Propositions

Identify and highlight what makes your home care agency different and the right fit for potential clients.  Create selling points that help you stand out by highlighting your:

  • Specialized services

  • Highly-trained staff

  • Personalized care plans

Use those selling points on your website, social media channels, and any emails you send to nurture home care leads. 

3. Use Client Testimonials

Showcase your stellar services through testimonials and reviews from happy clients. Reviews — both positive and negative — build trust and credibility with potential clients. If you get feedback you weren’t expecting, a timely, caring response to that review goes a long way in building trust with potential clients. Ask your current and past clients to share reviews online, like on your profile, to provide firsthand experiences.

Marketing Strategies for Your Home Care Agency

Another key is to create a marketing strategy that can reach more seniors and attract new clients.

1. Search Engine Optimization (SEO) 

Strengthen your online presence by implementing a few SEO strategies onto your website. Identifying a few top keywords for home care agencies in your area can help your website reach its key audience. Another way to boost your SEO? Partner with! Our website ranks for tens of thousands of keyword searches, allowing your agency to perform better in searches.

2. Email Campaigns

Stay memorable by creating emails to nurture home care leads and maintain regular communication. Share a newsletter with updates and client stories, provide promotions, and check in to stay connected with these leads. That way, when they are ready to take the next step, your agency is at the top of their list. 

3. Partner with Caring

Another easy and time-effective way to help expand your reach is through home care lead generation, which you can do by buying home care leads from We help you tap into interested, qualified seniors seeking home care in your area. It's a simple, controlled way to build your client list while crafting your other organic marketing efforts. 

4. Use Photos and Detailed Descriptions 

With online search becoming more popular among seniors and their loved ones, using quality photos is a must to help your agency stand out. Including at least 5 custom photos, including staff photos can help give seniors a preview of your staff and services. With Caring, partners enjoy an enhanced profile, which allows for multiple photos and a detailed description. 

With these strategies, your home care agency can get more leads, boost online visibility, and gain trust with potential clients.

If you want to learn more about partnering with or buying home care leads, contact us at or call (855) 590-8989.

Creating a Personalized Tour Experience

Personalizing the tour experience is crucial for having successful tours and generating move-ins. Start by understanding the potential resident’s preferences and needs. Ask questions beforehand to tailor the tour, focusing on areas of interest such as amenities and activities. A customized itinerary based on the visitor’s needs and interests can help them better visualize their life in your community.

Building Rapport and Highlighting Unique Features

Connecting with care seekers and their loved ones while showcasing your community’s unique features makes a successful tour. Greet potential residents warmly to set a positive tone. Show genuine interest by actively listening to their needs and concerns, and share personal stories of other residents to build trust. 

Introduce them to key staff or other residents to help showcase the community and its culture. Highlight unique amenities like wellness centers or specialized programs, illustrating how the community can meet their needs. Use brochures, videos, or virtual tours to provide an overview of what the community offers that they can refer back to when making decisions.

Addressing Concerns and Following Up

Proactively addressing concerns and maintaining communication after the tour are key steps in the conversion process. A couple of ways your team can implement this include:

  • Proactive Questions: Anticipate common concerns and provide clear, honest information.

  • Transparent Information: Offer straightforward details about pricing, contracts, and services.

  • Problem-Solving: Present solutions to specific objections like flexible payment plans or trial stays.

  • Immediate Follow-Up: Send a thank you note or email within 24 hours.

  • Personalized Contact: Maintain engagement with personalized information and regular check-ins.

By implementing these strategies, senior living communities can create a more engaging and reassuring tour experience, increasing the likelihood of converting tours into move-ins.

Browse Resource Categories
Home Care Agencies

Showcase Your Senior Living Community & Boost Sales Today!

Join us as a Caring Partner for access to our insider tools.

Request a Demo

Stay in the loop on all we're doing, including upcoming events:

Our services

Get Referrals

Stay in the loop on all we’re doing, including upcoming events:

Caring is a portfolio of senior living and senior care websites helping millions of seniors and their families research and connect to the most appropriate services and support for their specific situations. Our mission is to help as many seniors as possible through empathetic, expert guidance.

Caring Logo White