Visibility can be a constant challenge when growing a home care service.

Unlike care homes, who can occupy prominent and large addresses with proud, branded banners hung from fences to catch the eyes of passersby, a local home care service can lack a fixed, visible presence in their community.

Where a care home might have a large, branded minibus, driving groups of residents through local streets to prominent nearby destinations, home care services are often more subtly distributed throughout their communities. Carers, for example, rarely wear branded uniforms, making it harder to signpost a recognisable brand. This invisibility extends to their movements – catching public transport, walking, cycling, or driving between calls.

But does this put care homes at an unfair advantage? I don’t think so.

In an increasingly competitive market, one thing is clear. Home matters. And where a home care provider might try to emulate the presence of a neighbouring care home, it is the care home who is trying to emulate that feeling of home. The irreplaceable element of home care – we all want to be at home.

With that in mind, it's vital for home care services to promote their offerings and educate care seekers. More than ever before, well-run home care services can match the services of care homes, with the added benefit of staying at home. However, home care providers must cultivate a strong local presence to attract new clients and high-calibre carers.

So, here are some tips on how to unlock your care community:

1. Conduct a self-discovery session

Every home care provider should engage in a period of reflection. Ask yourself: What sets us apart? Are we known for innovative care practices, a personal touch, or being the largest and most prestigious provider? This introspection is crucial in forming a distinct identity and clear messaging.

2. Create a local care directory

Compile a comprehensive list of online and offline avenues for promotion. Consider Facebook groups, online community forums, local business awards, community events, and newsletters. This directory will guide your monthly marketing activities, providing opportunities to tell your story and showcase your services.

3. Embrace every promotional opportunity

Maximise every chance to present and promote your services. Whether it’s through social media, community events, or partnerships with local businesses, ensure your brand is visible. Share stories that highlight your unique qualities, your moments of success and the benefits of your services.

4. Engage in community events

Participate in local events to increase your visibility. This could be through sponsoring events, setting up information booths, or offering free workshops on care-related topics. Being consistent and present in the community will help build trust and recognition.

5. Develop a strong online presence

Maintain an active online presence. Use social media to share updates, client testimonials, and care tips. A well-maintained website with clear information about your services and contact details can also drive enquiries.

6. Foster relationships with local media

Build relationships with local newspapers, radio stations, and even local bloggers (or influencers!). Regularly share press releases about your achievements, new services, or community involvement. Media coverage can significantly boost your visibility and credibility.

7. Leverage client and carer testimonials

Collect and share testimonials from satisfied clients and carers. Real stories from real people add authority and humanise your brand. Feature these testimonials on your website, social media, and promotional materials.

8. Collaborate with local organisations

Partner with local organisations, seek out like-minded charities, health clinics, and community centres. These collaborations can provide mutual benefits and expand your reach within the community.

This might seem like a long list, but if you are running a home care service you can enhance your visibility in your local communities by implementing even a few of these ideas.

If these insights have sparked a few new thoughts and you’re keen to explore a little further, join me at the Care Managers Show at the NEC on the 27-28 June.

I’ll be sharing more innovative ways to promote your home care service and engage with your local community. Let's unlock the full potential of your care community together.

I hope to see you there!