Are you familiar with’s annual Caring Stars award program? It can help boost sales and marketing (as well as support staff recruiting and retention) for your senior living community or home care agency!

Launched in 2012 as the first of its kind in the senior living industry and now open to home care agencies as well, the Caring Stars award honors service excellence based on consumer ratings and reviews in Caring’s directory of local listings. Senior living communities and home care agencies achieve the “Caring Stars” award through lots of high praise in online reviews from their customers — older adults and family caregivers — and by responding to any critical feedback in negative (1-star and 2-star) reviews.

The Caring Stars award helps families narrow their choices to the best of the best, and quickly find the right senior care providers for their elderly loved ones. The integrity of our reviews program and the extensive vetting we do of the Caring Stars helps instill confidence for family caregivers and older adults in requesting more information about the agencies and taking a tour of the senior living communities. In fact, in our analysis of directory listings for our partners with the award vs. those without:

Caring Stars winners have averaged twice as many inquiries and move-ins as partners without the award

Every year, Caring Stars also generates positive content, media coverage, and social buzz — and boosts morale — for winning communities and agencies. Some Caring Star winners put the badge on their websites, newsletters, and in their billing statements, as ‘social proof’ of the high quality services they’re delivering. Caring Stars also frequently get featured in their local newspapers which helps raise awareness about their high quality services with more people in their area. Both the award and review excerpts make for good content on their social profiles as well. And the award gives senior living communities and home care agencies an opportunity to celebrate staff for a job well done, and build enthusiasm and pride in their workplace. Some communities even host a Caring Stars celebration with residents, and we at really enjoy visiting at least one of these resident parties each year

Close to 600 communities and agencies were recognized in Caring Stars 2019. Congratulations to each of these senior care providers for earning such accolades from their customers!

The deadline to qualify for Caring Stars 2020 is October 15, 2019.

There is no application for the award — it’s entirely based on the reviews on your listing. To be a Caring Star of 2020, we recommend you plan to meet or exceed the 2019 winner criteria, and we recently held a free webinar about reviews and Caring Stars to help senior living communities and home care agencies better understand the award and what they need to do to qualify:

Have questions? Please contact our reviews team at or (650) 762-8190.

Denise Graab

Denise Graab

Director of Industry Marketing at
Denise Graab joined in September 2010, and has 20+ years experience in communications, with a focus on social media marketing for the last decade. In her current role at Caring, she helps senior living communities and home care agencies understand how best to harness the opportunities of digital marketing, including getting and responding to online senior care reviews.
Denise Graab

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