Running a care home is no small task. Between rotas, recruitment, inspections, quality and operations frameworks, family meetings and everything in between, most managers barely get a quiet moment. It is no wonder that marketing often ends up at the bottom of the list.

Yet occupancy sits at the heart of every successful home. Without residents, even the most welcoming environment feels empty. A home full of life – where people are supported, where the happy energy and sense of purpose are tangible – that is what everyone working in care strives for.

To achieve that, people need to know you exist, understand what makes you special, and trust that their loved one will be happy and well cared for. That is where marketing and good communication come in.

Marketing does not have to be daunting or complicated. Put a simple process in place, embed it, and you will be able to showcase who you are, what you do well, and why people should choose your home above others. Done well, it makes your home visible, approachable and trusted – a real part of your local community.

1. Tell your story

Most families can find your address, facilities and CQC rating in seconds. What they really want to know is what life feels like inside your home. What makes it different? Can they imagine their loved one living there?

Describe the small, genuine moments that show your values in action. Care teams do an amazing job planning and delivering personalised care and vibrant activities. These details build a picture of care that feels real.

Try introducing a “Resident’s View” – a short story or reflection written from a resident’s perspective once a month. A few lines about what makes them smile, a favourite hobby, or what they would tell someone thinking of moving in. These voices make your story authentic and memorable.

2. Celebrate your team

Your people are your reputation. Their skills, warmth and commitment are what families remember most.

Acknowledge achievements, new qualifications, long service and community involvement. Take photos, write short updates, and share them on your website, social media pages and with your local papers. Let people see the faces behind the care.

When you celebrate your staff, you not only attract new colleagues – you also reassure families that your home is run by people who care deeply about what they do and are recognised for their contribution.

Consider adding a staff feature – short reflections from new or long-serving team members. A few honest sentences about their first day, a proud moment, or what keeps them motivated. These are simple, powerful stories that show the heart behind your service.

3. Be honest about quality

Quality sits at the core of trust. If your home has a positive CQC rating, share it widely. Use real comments from the report, display them in reception, post them online, and make sure every staff member knows what those words mean in practice.

If improvements are needed, do not shy away. Be open about your plans and progress. Families and professionals value honesty far more than perfection. Share a version of your action plan, talk about milestones, and celebrate when you achieve improvements.

4. Bring your environment to life

Bedrooms, lounges and gardens may look similar across many homes. The environment can be impressive, but with so many new-build homes, it is what happens within them that sets you apart.

Talk about your weekly activities, visits from local groups, themed meals or therapy sessions. Capture the sense of community, energy and movement in your home. These are the stories that help families imagine their loved one living there - not just staying there.

You could make this visual by running a “Photo of the Week” challenge around themes that make your home specials. Invite staff, residents and families to take part. It builds a creative record of everyday life and gives you plenty of material to share online.

5. Stay connected to your community

Care homes are part of the local fabric. Opening your doors to neighbours, schools and community groups strengthens your reputation and gives residents more opportunities to connect.

Take part in local events, host coffee mornings or intergenerational activities, and get involved in Care Home Open Week. These moments of visibility build familiarity and trust – they show that your home belongs to the community, not apart from it.

Look out for lesser-known national awareness or celebration days that can spark new ideas:

• World Music Day - invite residents to build a playlist together.
• National Storytelling Week - share childhood memories or family tales.
• Random Acts of Kindness Day - encourage everyone to do something thoughtful for someone else.

They create natural, uplifting moments that are easy to share and say a lot about your culture.

6. Make every first impression count

Many families’ first contact with your home will be via digital channels, your website, a phone call or email. The warmth and clarity of that exchange can shape their entire perception of your service.

The first rule – follow up promptly, within minutes, hours, not days. Train your team to handle enquiries with care and listen properly. You can automate follow-ups and share useful stories, videos or links about your home. A thoughtful, well-informed response can make the difference between a visit booked and an opportunity lost.

A short “60-second update” video each week or month – filmed on a phone by your Home Manager or Activities Lead - can also bring your service to life. A friendly update such as “This week we have welcomed new residents, celebrated Halloween, and started planning our Christmas fair” gives a genuine sense of the home’s rhythm and warmth.

7. Keep marketing simple and consistent

Marketing does not need to be complicated. You do not need big budgets or big external agencies - just structure and consistency.

Create a small internal group – perhaps your administrator, activities lead and a senior carer – and meet briefly each month to decide what to share. Focus on three angles: resident success, staff stories and wider community engagement.

Keep your online listings up to date and monitor where your enquiries come from. This will help you understand what is working and where to focus next.

Small, regular actions are far more effective than occasional bursts of effort. You might even share some light data in a friendly way: “This month: 48 cups of tea shared, 6 birthdays celebrated, 3 new residents welcomed, 1 impressive quiz victory.” It adds a touch of character and reinforces the sense of a home full of life.

8. Stay visible to professionals

Relationships with referrers and professionals are vital. Keep an up-to-date contact list of social workers, commissioners, hospital discharge teams and local organisations.

Send updates, invite them to open days or coffee mornings, and let them see your service in action. The more familiar they are with your home, the more likely they are to recommend it. And do not forget to thank them for recommendations.

A final thought

Good marketing is not a luxury or an afterthought – it is a central part of running a thriving, sustainable care home.

It helps you fill your service, attract the right staff and build a reputation you can be proud of. More than that, it keeps your home alive with the energy, activity and sense of belonging that make it a truly great place to live and work – a home full of life, stories and connection.

I will be sharing more practical ideas and examples at this year’s Care Management Show. If you would like a copy of my Care Manager’s Marketing Checklist, or simply want to talk about where to start, you can reach me at  petra@elevate-communications.co.uk

At Care Management Show London 2025, Petra Meinlova will be speaking in the session Marketing, Branding and Making Your Care Business Stand Out.