Creative Marketing Techniques to Win More Referrals in Home Care

Referrals are one of the most powerful growth drivers for home care agencies. A strong referral strategy not only builds a consistent stream of qualified leads but also strengthens your relationships with trusted professionals in the care ecosystem.

Drawing on lessons learned while building Clara Home Care’s referral network from the ground up, the following article outlines several creative marketing techniques that have helped us earn — and keep — the trust of key referral partners.

Before diving into tactics, it’s worth underscoring one critical point: figure out what your referrers actually want, and what your value proposition is to them. (Playbook on that is coming soon!).

Most referral partners — whether they’re care managers, hospital discharge planners, or social workers — aren’t looking for another brochure or sales pitch. They want reliability, responsiveness, and partners who make their jobs easier. Your outreach should demonstrate that you understand their goals and can deliver the kind of client experience that reflects well on them.

With that foundation in mind, here are seven creative techniques to help your agency stand out and win more referrals.

1. Send Personalized, Handwritten Letters to Care Managers

In a digital world, personal touches stand out. One of the most effective techniques I’ve used involved identifying every care manager registered with the Aging Life Care Association in our service area and sending each one a personalized, wet-signed letter in a handwritten, high-quality envelope.

This small effort communicates care and professionalism before the recipient even opens the envelope. It also breaks through the noise of generic outreach emails that flood their inboxes.

The letter itself should be short, authentic, and tailored. Acknowledge the important work they do and briefly introduce your agency, focusing on how you can make their job easier — not on your services. Include your direct contact information and end with a warm, personal touch.

A week later, follow up with a short email or phone call referencing the letter. This one-two sequence has consistently led to meaningful conversations.

2. Host Lunch & Learn Sessions That Solve Real Problems (Instead of Pitching Hard)

“Lunch & Learns” are nothing new in home care, but most agencies get them wrong. A successful session isn’t a sales presentation — it’s a short, practical conversation that makes your attendees’ workday easier.

Keep it simple: invite a few local referral partners to a 30–45 minute lunch (or send a digital gift card for a virtual version). Choose a topic that speaks directly to their challenges. For example:

• How to help families accept home care before a crisis hits

• Reducing hospital readmissions through coordinated home care

• Understanding private-pay care options for families in transition

The key is to be useful. Provide tools, frameworks, or resources they can take back to their teams. Always leave time for open discussion — you’ll learn more about what they actually need and how to position your agency as a helpful ally, not a vendor.

3. Feature Referral Partners on Your Blog or Newsletter

One of the easiest and most underused ways to build goodwill is to shine a spotlight on your referral partners.

If your agency publishes a blog or newsletter, invite care managers, social workers, or elder law attorneys to be featured. This could be a short Q&A interview, a co-authored article, or a “Professional Spotlight” section that highlights their expertise.

For example:

“We’re starting a ‘Community Voices’ series to feature professionals who support older adults in our area. Would you like to be included?”

This is a win-win: they gain exposure and credibility, while your agency builds trust and visibility within the professional community. It also reframes your outreach from “asking for referrals” to “offering collaboration.”

4. Develop Resource Guides That Make You Indispensable

People love resources that make their work easier. Creating downloadable or printed guides for both professionals and families can position your agency as an indispensable resource rather than just another care provider. For instance, at Clara, I made a resource called "A step-by-step guide to home care for families", which provided a simple overview of what home care is (and what it isn't), how it's paid for, and how to get it. It was educational, featured minimal branding, and, most importantly, took some of the educational burden off of busy case managers. I actually had to keep printing them in larger quantities because case managers and social workers found them so useful.

Some other examples of useful resources might include:

• How to Talk to Families About Accepting Home Care

• Preparing for Hospital Discharge: A Step-by-Step Guide

• Understanding the Difference Between Home Care and Home Health

These tools help care managers and social workers support their clients more effectively — and every time they hand one out, your agency’s name and logo travel with it. Even better, offer to co-brand these materials with your referral partners. It makes them look good and deepens your relationship in a subtle but impactful way.

5. Build a “Preferred Referrers” Program — and Make It Exclusive

Formalizing your best relationships can help turn occasional referrers into long-term partners. Consider creating a Preferred Referrers Program — a simple structure that recognizes and rewards professionals who regularly send clients your way.

You might include:

• A “Preferred Partner” badge or listing on your website

• Priority response times for client placements

• Dedicated communication channels or care coordination support

• Early access to resources, guides, or events

Send personalized invitations and an agreement outlining what the partnership includes. Limit participation to a select few in each area — the scarcity makes it feel exclusive, while the formality signals commitment and professionalism.

This approach builds loyalty and gives referrers a tangible sense of alignment with your agency’s brand.

6. Automate Follow-Ups Without Losing the Personal Touch

Referral relationships depend on consistency — but it’s easy to lose track of follow-ups when juggling operations, clients, and staffing. That’s where automation can help.

Using an AI-native, HIPAA-compliant communication platform like Sage, you can set up automated, personalized follow-ups after meetings, events, or referrals. For example:

• A thank-you email after a referral

• A status update once a client has been onboarded and started care

• A check-in message to maintain the relationship over time

These touchpoints show that you’re organized, communicative, and grateful — all traits that reinforce confidence in your agency. And automation ensures you stay consistent, even when things get busy.

7. Create a “Referral Starter Kit” to Make Referring Effortless

Sometimes the biggest barrier to referrals is friction. Busy professionals may like your agency but simply don’t have a clear, simple way to refer clients. Solve that problem for them.

Develop a Referral Starter Kit that includes:

• A one-page overview of your services

• A “How We Help” summary for families

• A printable or digital referral form

• Clear contact details and next steps

Distribute it after Lunch & Learns, during follow-ups, or through your Preferred Referrers Program. Make sure both physical and digital versions exist so partners can use whichever fits their workflow best. When you remove friction, referrals become the path of least resistance — and that’s exactly where you want to be.

Final Thoughts

Winning more referrals isn’t about bigger budgets or slicker marketing materials. It’s about building genuine, professional relationships — the kind based on trust, responsiveness, and shared purpose.

Start by understanding what your referrers value most, then show up with creative ideas that make their work easier and their clients’ outcomes better.

Whether it’s a handwritten letter, a co-branded resource guide, or automated follow-ups powered by Sage by Clara, the goal is the same: to stay top of mind as the reliable, thoughtful partner they can trust with their clients — every time.