The Private Pay Gold Rush webinar, hosted by Approved Senior Network® (ASN), featured Dawn Fiala and Valerie VanBooven RN, BSN, who revealed practical, proven methods to help home care agencies grow their private pay client base and achieve sustainable revenue.
🧭 The Core Premise
To win in private pay home care, you must master two fronts:
- Strong online visibility
- Strong in-field (community) presence
These two forces—digital marketing and relationship-driven sales—must work together seamlessly.
💡 Why Private Pay Feels Hard (And How to Fix It)
Common Misconceptions
- “It’s hard to scale private pay.”
- “Everyone wants Medicaid or VA referrals because they’re easier.”
- “Families won’t pay private rates.”
The Truth
Private pay is not harder, it just requires a different mindset and message.
Agencies must sell outcomes, not hours or tasks.
🧠 Selling Outcomes, Not Tasks
The Wrong Focus
“We charge $32/hour and provide bathing, dressing, and meals.”
The Right Focus
“You can sleep through the night knowing Mom is safe.”
Sell peace of mind, independence, and relief—not tasks.
Example Outcome Headlines
- “Sleep through the night knowing Mom is safe.”
- “Maintain independence without worry.”
- “Regain family time without caregiver guilt.”
📈 The Private Pay Growth Map
Each stage requires specific, measurable actions.
There are three primary “visible demand” points where families are looking right now:
1. Search (Digital Presence)
2. Discharge (Skilled Nursing + Hospitals)
3. Community (Partnerships + Local Outreach)
🌐 Stage 1: Strengthen Your Digital Presence
Optimize Your Google Business Profile (GBP)
- Add high-quality photos, detailed service descriptions, and weekly posts
- Encourage consistent Google reviews
- GBP = your first impression
Long-Form SEO Pages
Each service (e.g., 24-Hour Care, Dementia Care, Hospital to Home) deserves its own SEO-optimized page.
Track Leads
- Use tracking phone numbers and form tracking
- Know exactly where each inquiry came from
Review Strategy
- Encourage ongoing 5-star reviews
- Share direct review links with families
- Respond to every review (positive or negative)
🏥 Stage 2: Leverage the Power of Discharge Planning
Why It Matters
Discharge planners and social workers are your #1 referral source.
They are under pressure to move patients home safely and quickly.
Key Strategies
- Create a Discharge Package: include help with prescriptions, food, hygiene, and first-week home support.
- Get Textable: Make it easy for social workers to text you for urgent discharges.
- Use QR Codes for quick referral submissions.
- Follow Up Every 8–10 Days with leave-behinds or updates.
- Share Success Stories to build trust and credibility.
🎁 Creative Leave-Behinds That Work
These add fun, memorability, and emotional connection to your referral relationships.
Seasonal Ideas
- October: Pumpkin decorating contest for discharge teams (fosters engagement)
- November: “Don’t Be a Turkey” stress ball giveaway for social workers
- December: Kids’ coloring pages for seniors (distributed to facilities)
These turn your agency into a trusted partner and a bright spot in their stressful day.
🏘️ Stage 3: Build Community Influence
Build Partnerships With:
- Assisted living communities
- Churches and senior organizations
- Local events and nonprofits
Offer Free Educational Talks
Sample Topics:
- “Aging in Place Safely”
- “When Is It Time for Help?”
- “Preventing Caregiver Burnout”
- “Financial Planning for Long-Term Care”
Add a QR code to handouts so families can connect instantly.
📞 Conversion & Intake Excellence
Golden Rule:
Answer the phone live. Every time.
- Families are in crisis—they will call whoever answers first.
- You have 10 seconds to connect emotionally.
- Empathize, establish expertise, and book the assessment same day if possible.
Target Conversion Rates
| Stage | Goal |
|---|---|
| Inquiry → Assessment | 70% |
| Assessment → Signed Client | 90% |
| 12–24 Hour Clients | 1–2 new per week |
⚙️ 30-Day Private Pay Sprint Plan
Week 1: Message & Setup
- Update website messaging (outcomes > tasks)
- Optimize Google Business Profile
- Role-play intake calls
- Identify your differentiators
Week 2: Outreach
- Schedule discharge planner meetings
- Book lunch & learns
- Partner with 2–3 senior organizations
Week 3: Reviews & Follow-Up
- Implement fast follow-up for inquiries
- Request and respond to Google reviews
- Refine messaging
Week 4: Measure & Scale
- Review performance weekly
- Double down on what works
- Hold “revenue accountability” meetings
📊 KPIs and Scorecard Metrics
| Metric | Target |
|---|---|
| Weekly Marketing Stops | 40–50 |
| Face-to-Face Visits | 15–20 |
| Referrals per Week | 5–7 |
| Booked Assessments | 70% of inquiries |
| Signed Clients | 90% of assessments |
| 12–24 Hr Clients | 1–2 per week |
Use a KPI Scorecard to measure marketing, scheduling, and recruiting each week.
Review every Monday—don’t wait until the quarter ends to fix gaps.
🚀 First Three Moves to Take Today
- Choose one decision point: Search, Discharge, or Community
- Create a 30-day action plan with clear owners and deadlines
- Implement a team scorecard to track conversions and private pay revenue
🎓 Ongoing Sales Training & Support
The GoCarePro Sales Support Program by Approved Senior Network helps agencies:
- Train marketers in the field
- Master in-person referral generation
- Align managers and marketers through KPI accountability
- Implement full 12–24-hour client acquisition systems
Training duration: 12–24 weeks via live Zoom sessions.
Most participants begin seeing referrals within 6 weeks.
🔗 Learn More & Stay Connected
- Visit Approved Senior Network
- Connect with Valerie VanBooven RN, BSN and Dawn Fiala on LinkedIn
- Explore the GoCarePro Sales Training Program
- Request a Free Website Audit to assess your SEO and conversion readiness
🏁 Final Thought
Private pay success isn’t luck.
It’s process, positioning, and presence—online and in the field.
