Marketing that Moves: Winning Tactics for Today’s Agencies

Marketing that Moves: Winning Tactics for Today’s Agencies

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Hello and welcome to CareSmartz360 On Air. I’m Dennis Gill, Senior Sales Consultant at Caresmartz. What does it really take to build a multi-million dollar home care agency without sacrificing your life in the process? In this episode of CareSmartz360 On Air, we sit down with Jessica Nobles, Co-founder and boardroom facilitator at Home Care Ops, whose home care journey began at just 18 years old. So, after building, scaling, and successfully exiting her own senior care business, Jessica learned firsthand that growth alone

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isn’t success. Join us as she shares practical lessons on scaling from startup to multi-million dollar agency, building intentional leadership, and creating a business that supports your life and not the one that consumes it. So, welcome to the podcast, Jessica. >> Excellent. Thank you. I’m so excited to be here and just to share with other incredible homeare owners. Thank you for this platform um to get the message and support out there. >> No, no, we are really thankful that you

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were able to take out the time today for all our listeners from all over the world wherever they are listening and uh I hope this would be a great and a beautiful and a fruitful session for all of them. Okay, so without wasting any time my first question for you Jessica. So, what’s the single most underrated marketing tactic home care agencies are still banking on? >> Yeah. And I love that and it’s an interesting way that you worded it. The um what is underrated and what

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are they still banking on? Um, I love that. Um that is the way that you ask it because you did say something like I have scaled a multi-million dollar multi-state home care agency and I did that without a marketer. So, yeah. So, it’s crazy whenever we talk about marketing. I love to go to exactly what works. Um, I’ve been in home care for 20 years this year. Um, and I will still say I don’t like marketing unless I turn it and say, “Okay, the reason why I don’t like marketing is I don’t like the

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salesy part of it, but I love providing solutions.” >> Okay? >> And if I have a solution that other people need, I want to get the word out there. So when we look at what is the most underrated tactic and then what are they still banking on, we have to go back to building relationships. Like building relationships is still >> the most underrated but everybody is still banking on it working. And right now we have so much noise entering the space especially since AI and we can we

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can turn content out so much quicker. Um we have so many more things that are automated. um when it comes to legions and SEO and Facebook ads and Google ads and there’s a lot of options out there. But I think we got to bring it back home and say who has the most influence in our market today. And it’s still obviously home health and hospice and um doctors and fiduciaries. They are still the ones who are giving the most high quality leads that we can still >> get predictable referrals from. And so

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when we talk about most underrated, I I really want to leave everybody with a tactic that really helped me personally in building my own home care um business and then helping. I share this with all of our strategic guidance clients >> and that is know your circle of influence when it comes to your clients and potential new clients. And so that will be whenever you if you have existing clients, >> if you say you have 30 existing clients right now, got it. You have 30 points of influence between their doctors, their

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home health, their hospice, their um fiduciary or wealth manager, if they have dementia, their dementia specialist, their podiatrist. Like, make sure that you’re capturing who their care professionals are in their network and connecting with them because many of us are setting on referral sources that they don’t even know our names yet. >> Yeah. So, >> correct. And if you’re doing it from a standpoint of creating a system within your onboarding system to where I’ve got

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a new client, here’s my new client’s care professionals, whether it be doctor or home health or hospice or podiatrist or Alzheimer specialist. My next step is then to introduce myself as a member of the care team united to create better outcomes for that client. It seems like a lot of work until you realize, no, this is just another level in the system. This is another cog in your system. You do it consistently. And then obviously when it comes to an existing client, I did one thing that

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helped me to go from zero to a million dollars in revenue in less than nine months. And I told every single one of my clients when I signed them up, >> if in two weeks, over the next two weeks of our care together, if I deliver on promises, if I communicate effectively, if I set clear expectations and we hit those expectations with satisfaction, if we overcome the little hiccups in the transitional period, >> would you be willing to introduce me to two people, whether it be your doctor,

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your neighbor, or your golfing buddy? And in two weeks, >> I would then say, “How have we done? Have we met your expectations? Have we overcome the challenges? Have we had transparent communication?” And if they say yes, >> then I would say, “Great. I am so glad that I’ve earned your trust. Now, I would really appreciate two connections.” And I would give them examples. And I literally built one client, one client, my very first client in the first 30 days give me a referral

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to two people. One of them was a nurse practitioner and one of them was a golfing buddy down the road. Both of them, >> one become a client and the other one give me three more clients. So, we’re talking about I went from zero hours to 300 hours a week in less than 60 days in the business. >> Oh, >> because I leveraged my my area of influence. So, when you’re thinking about marketing and relationships, it’s not always about how many stopins can you see or how many donuts can you

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deliver or how many talk like a pirate days can you um show up at an assisted living with a little >> swag box, but it’s about know your circle of influence and make sure you’re tapping into all of those in a really consistent way. And I think that is one of the most underrated things that people still bank on, but they’re not doing um the intentional effort to make it happen consistently. So, they don’t often see the results that they want to to see. >> Oh, great to know that. I’ I hope

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everybody makes a note of that. And they also change the business to multi-million dollar. >> Okay. And the second question that I have for you, you have answered it mostly, but still I’ll add to it that how do you build a referral engine that runs without the owner chasing every lead. >> Yeah, I love that because I am one of those people who I’m a little bit of a control freak and a micromanager. So, >> being able to scale meant that I had to grow outside of my own capacity. Um,

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and I no longer could control every account, every relationship, every referral source, and every marketing tactic. >> And to truly create a referral engine, you’ve got to look at marketing as operations, and you’ve got to create a documented referral process. >> Internally, we call it the referral partner journey. There’s three journeys that you have to have in your business. And if you don’t have these in your business, your business is not going to be sustainable. And that you got to have

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a caregiver journey. >> You got to have a client journey. >> Got it. >> And you got to have a referral a referral partner journey. >> Okay. Got it. And if you have that journey and then you have the documented process behind it, then you can turn that process over to a team, especially if you’ve been the one who’s doing the task and you’ve already time- tested the tactics that you’re doing. Document it. >> And the second thing is to have dedicated team ownership.

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Everybody on your team needs to own outcomes. Whether it be the recruiter, the marketer, the community outreach, the scheduler, they need to have outcomes that they own. And for your person who is front-facing, whether it be the marketer, the community outreach, community liaison, there’s so many titles that are in the industry, but the person who is responsible >> for generating the leads, for cultivating the relationships, they need to have clear outcomes that they own. Not just tasks that they do, not just

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touch points that they’re expected to make, but what is the outcome? and have that really clearly documented. And then the third one is just having consistent follow-up systems because marketing there’s three steps that have to happen. And if you miss one step, it will not give you any return. It would be better for you not to even take the first step and waste your time and energy. >> And that is the first one is first you got to introduce yourself, right? We all focus on that.

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>> Yeah. The second one is you’ve got to actually follow up with them. That’s where we see people begin to to drop off. >> Drop off. Yeah. >> And then the third one is you got to actually follow through. You’ve got to create a scenario where you can deliver on promises even if they haven’t given you a referral yet. And in our agency and in our strategic guidance program at Home Care Ops, we teach something called the two by two by two. And it helps owners, no matter what size they are. It

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doesn’t matter if you’re just starting out and you’re wearing every hat >> or you’re at 5 million in revenue, everybody can do it. And the two by two by two is every single week you connect with two people that you don’t know yet or they’re not in your circle. They’re not referring yet. >> Okay? >> Just new people. >> Just two new people every week. >> Okay? And then you connect with two people that they’re already in your network, but maybe they’re not referring

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or they referred in the past, but they’re not actively referring. >> Or maybe you’ve been brushing shoulders with at networking meetings, or you’ve been passing each other in the hospitals and you haven’t set an intentional next steps with that person, >> reach out to those people. >> But you can’t leave it there because that’s where a lot of marketers tend to say, “I’m not getting anything. I’m not getting anything because you got to follow it up and you got to follow it

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through with delivering on a promise. >> And delivering on promises is where we really earn referrals consistently from our re referral partners. And that is by saying, I could be talking with you and I could say, Dennis, >> as soon as we leave this meeting, I’m going to shoot you an email with a document that literally just outlines everything that we talked about in a really concise way. Um, be sure to respond back to me. Well, whenever I leave that meeting, I’m gonna send you

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that email just like I promised. And I’m gonna start it with two words. >> As promised, >> as promised. >> As promised. Here’s that thing I said I was going to send you. And I’ve created an opportunity where I can deliver on a promise early in our relationship that you’ll begin to trust. Oh, Jessica delivers on her promises. I want to get to know her more. I want to send my referrals to her. That’s it. >> And if every single week, that means now, Dennis, I’ve I’ve delivered on my

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promise. I sent you this thing. So, next week, you’re going to be on my follow-up. I’m going to follow up with you on that thing I followed through with the week before. And then I create consistency. So, six intentional touch points a week, two by two by two creates a system of effective marketing and followup because just the marketing itself, just creating the initial introduction won’t get me leads and referrals unless I follow it up and I follow it through. And that’s how we

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created a referral engine is by creating a referral system that we consistently do. There’s no eb and flows if if we have our schedulers are saying, “Hey, hey, hey, we don’t have enough caregivers to even staff what we have.” >> Yeah. Yeah. >> We still do two by two by two. Otherwise, we get caught in this seessaw effect of we don’t have enough caregivers. We don’t have enough clients. Oh, no. Now, now it’s the other way around. So creating consistent systems that are easy and attainable to

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do consistently every single week is how you create that referral engine in your business. >> Got it. I would really love to have my uh lead generation team have a session with you. My marketing team would love that. >> Yeah. Well, I love that when it comes to marketing, consistency and connections >> really are two core fundamentals. Um, and the more that we can just create a system of consistency and we can wrap more of our marketing tactics into our ongoing operational processes, that’s

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when true, predictable, scalable growth happens in our business. >> Yeah, got the point. Okay, moving on to the next thing. Uh, Jessica, when should a growing agency stop dying their marketing and treat it like a real business function? You did discuss many questions regarding that already, but just to elaborate elaborate a little bit more on that when they should treat it like a real business function. >> Yeah. Yeah. Um, the moment growth is a priority and not a hope. So whenever you

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as a business owner have got it in your mind you are running a business you’re not just creating a job that you can’t leave because most of the time when I see owners who are doing their marketing and they don’t really have a strategic plan for their marketing they’re also the same people who look at their business as a job that is a responsibility meaning I’ve created a job I can’t leave I’m not even getting paid as much in this job as I would working for someone else

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>> and then they get stuck in that mindset. >> But when you look at your business like a business and you set clear targets, you put clear processes, you have a clear system and you have a supportive accountability system, even if that’s just yourself right now, like that is when you will truly be able to grow. So you stop DIY marketing as soon as growth is a priority and it’s not a hope. And if you do that, your your entire business outlook will change because most agencies wait too

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long. They spend years relying on referrals that weren’t generated through consistency. They were just generated by, “Oh, oh, I’m so glad that happened. I didn’t expect that.” Or, “That was nice.” Rather than it being an expectation of the numbers. of, oh yeah, we’ve been working toward that. >> Or they rely on word of mouth and they rely on the mercy of someone thinking about them that day rather than having a strategic plan. or or they rely on random marketing um efforts such as oh

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We’re doing this popup um lunch and learn or um it’s nurses appreciation day so we’re taking some little um marketing swag over to assisted living >> but there is no such thing as random acts of marketing. If you’re doing random acts of marketing, then you are going to be at the mercy of hope and goodwill rather than truly having a growth plan. You need a growth plan as soon as you’re serious about growing. So, I hope for everybody listening to that right now, I hope that you’re

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serious about no more DIYing your marketing. Get strategic with all that effort. Um because the home care industry as a whole, we need serious business owners making serious business decisions and putting some really solid growth plans in place so that you can grow in a way that is dependable, that’s consistent, and that you deliver on the promises that you’re selling. It makes all of us look good when you do that. >> I hope everybody makes a point of that. Okay. So, uh, how much of building a

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30,000 plus owner community was strategy versus organic momentum? >> Yeah, I love that you asked that. Um, in the homeare owners community, um, that is a a community on Facebook. It’s a free community to join. There’s over 11,000 homeare owners in there now. >> Um, and I would love to say that I was strategic from the beginning, but that is just not the truth. Um, Our our community was created in 2019. It was actually June, seven years this year. >> Seven years. >> Um and I was a homeare owner just like

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so many of you. Uh we were expanding across states at the time and I received a phone call from an executive at the largest hospital organization in the state of Georgia and they were like they scheduled a meeting with me. So, as a homecare owner who is just growing into a new territory, you get an executive level call for like that, you think, “Oh my god, we’ve made it.” >> That’s big. That’s big. Yeah. >> Yeah. We are about to take on hospital contracts. And so me and my team, we

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prepared all the stuff like the numbers of how we could support their um non-hospization rates. and like we brought all the data that we thought that he would ask me about. But very quickly within the first two minutes of the meeting uh whenever I told him, I’m looking forward to collaborating and working with you um between our home care agency and your hospital organization. And he laughed. >> He laughed and he said, “Oh, I’m not here to talk about um referring to home care. We won’t do that.” and he said

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Home care is inconsistent. They’re not reliable. They’re not dependable. And they send in caregivers who are untrained and don’t meet our criteria of hire. So they go to you guys. And and so we don’t refer to you. >> Okay. >> Which I was insulted. And he said, “That’s actually what I brought you here for.” He said, “I came here to offer you a job. You’re better than the industry that you’re in and I want to hire you.” >> Okay. So, I therefore said, “No, no, no.

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Uh-uh. No, I wouldn’t work for you. I do not want you judging my agency um from other agencies you’ve worked with down the street.” >> And so, I said, “Okay, you’ve you booked a 30-minute meeting with me. We still have 26 minutes. I want to take this 26 minutes for me and you to talk about how I can change the perception and the value that the hospital network sees in non-medical homeare agencies. >> And he said, “Let’s get real.” He said, “There’s no way that you and your agency

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could support the amount of discharges that we do on a daily basis.” >> Okay? >> And he said, “It’s an industry thing.” He said you would have to have at a minimum 25 different home care agencies with a staff of over 3 to 500 caregivers to even begin to meet the needs of this hospital. So I felt challenged. I was like, surely to goodness I can get together 25 home care owners >> who has a staff of 300 to 500 caregivers um who would be able to take on the

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amount of discharges that they would be able to give out. Um, I couldn’t find it. So I’m like going down the hospital elevator yelling at my husband Clint on the phone and I was like, “Can you believe he would insult me this way? Our entire industry.” And Clint said, “What are you gonna do about it?” >> And so at that time, I wasn’t very active on Facebook, but I was like, “Hey, there’s Facebook groups.” So I began to join different Facebook groups

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that said home care. And I began telling them about what had happened. And some people called us a disruptor. And some people blocked us. And I was finally like, “Okay, I’m going to create a community that’s all about homeare owners coming together, homeare owners that are established, homeare owners that are growing and scaling and wanting to run healthier businesses.” So in 2019, we created the homeare owners community on Facebook and homeare owners would just come together. We would do monthly

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like support calls and monthly webinars where we would all share what we were doing. >> Okay. >> Um and the community just slowly grew over time as me and Clint would speak at conferences. um we would just direct people to the homecare owners community so that they could connect not only with me and Clint but they could connect with other homecare owners um and then by 20 by the end of 2020 when COVID hit um we seen okay we need to be strategic with the group and so we hired

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a full-time community manager and they protect the space they keep it owner centric owner focused and really if there was a strategy it was keep the space protected serve way harder than we would ever sell. Um, and just really curate and cultivate a community where homecare owners can come together and share and inspire and encourage um, share what’s working, share what isn’t, get support, ask questions. So now we have 11,000 homecare owners in that community and it’s still >> that same safe space. We still do free

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support calls and we still do free master classes and there’s questions being asked and answered by other homeare owners all the time. So >> it’s old states. It’s old states. Okay. >> Yeah. All some there there’s people from all 50 states um in the community and then we have some from the UK and Canada. >> So yeah, it’s incredible. >> Good to know that expanding outside US also. So more than 50 states. So in UK and Canada too. >> Yeah. Good >> to know that.

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>> Yeah. >> Okay. Okay. Okay. Okay. So Jessica, can caregiver culture genuinely become a client acquisition tool and how? >> Yeah. Well, I hope that it is an acquisition tool for everybody right now. Um because caregiver culture is the reality of what you deliver. Um and that’s where I see where a lot of people don’t really realize that perception is reality, right? To our communities, to our people receiving care. So families don’t buy into your agency because of your logo or your website or

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your marketing campaign. >> They buy into your agency because of confidence. They are confident that you are going to meet their needs. They’re confident that you’re going to do what you say. And we are in home care, meaning that the caregiver is being delivered by our care providers. And if your caregivers, if they’re not trained or they don’t know how to communicate or they’re not consistent or they’re not dependable, they are the true representation of your company. It’s not

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your logos or >> they’re the face. They’re the face of the company. Yeah. They are the reality. >> Yeah. >> And so, yes, caregiver culture is one of the things that you should prioritize because not only are caregivers, they can be a good source of generating referral partners. We’ve had more caregivers introduce us to a really good referral partner than anybody else because our caregivers are the ones in the home when the home health nurse comes out. Our caregivers are the ones

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who are taking our clients into their doctor’s appointments. >> Okay? >> Our caregivers are the ones who a lot of times are the communication mouthpiece from medical care plans to the families and back to our office. So, we have to train our caregivers. Um, one of the things that we train our caregivers outside of their normal caregiving training platform is how to communicate professionally with potential referral partners and care professionals. Um, how to identify

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someone in need of home care or someone who would be a good um, candidate for a caregiving position. We teach them how to actually recruit and how to um identify >> potential clients. That’s something that we teach them how to do. Um we teach them how to walk into a home. We call it a posttops and a preops. Um meaning that when they walk into a a shift, they do the exact same thing when they walk in. And it’s like a checkbox that they they take off >> how how they greet the client, what they

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look for what they do. That way, the first 15 minutes, they are confident in what they’re doing and what they’re reporting. And then the last 15 minutes of their shift, they have a post shift checklist that they have to check. And we train our caregivers how to walk in, how to walk out, how to communicate professionally, and how to report back. And I think that is the bare minimum that we should be training our >> um because in incentives and all of that as employees is one thing but the

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culture that builds >> has to be framed around the care that they’re providing. So yes, it is a huge huge key core element um when it comes to caregiver >> and then acquisition >> acquisition rightly said and uh finally the thing that everybody’s talking about now how does an agency use AI in their marketing without losing the human touch families are buying? >> Yeah. No, I love that. And AI is like the hot topic right now. Um, and we we we saw this trend happen

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like every so many years. I’ve been in home careers for 20 years and I remember when it went from everybody went from paper to electronic, you know, and like that was a big thing. And then a lot of us, if you’re like been in as long as I have, you basically went from a whiteboard and a notebook paper to a a software platform like you guys, right? Yeah, >> like there’s all of these innovation and technology changes. Um, and there’s always going to be the people who resist it and then there’s going to be the

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people who adopt it. And like we’ve seen over and over, those who adopted scheduling platforms, those are the ones that are still in business and thriving today. Those that um adopted digital technology over our pen and paper, they’re the ones thriving today. those that adopt AI are going to be the ones thriving um 10 years from now. But I think AI should be used to enhance relationships and not replace them. And right now there there’s so many different AI tools and there’s and many

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of them are new. They’ve not even been in our market for a year. Um, but I think when we look at AI, as long as we look at AI responsibly and say, how can how can this AI tool save us time on repetitive task? Um, right now we’re seeing it being used for a lot of content creation where we’re feeding it the information. We’re not letting it >> throw out the generic stuff. We’re feeding it and it’s cleaning it up. Email drafts that we’re seeing it’s being heavily used for that data

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analysis. is I think that’s one of the things it’s really good at is um analyzing data. Um campaign planning is another thing where we can kind of >> I love to go to AI, open it up and say, “Okay, I’m about to brain dump everything I’m thinking on you.” >> And then I want you to help me organize it, prioritize it, and then put it into a concise plan. I think it’s really good for that. >> Um but at the end of the day, families aren’t buying technology. Y

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>> they’re buying trust, they’re buying compassion, they’re buying confidence, they’re buying peace of mind. So when we look at an AI tool, we have to look at it from the standpoint of how will this enhance the personal human connection, the personal human relationship. So, if I can use AI to free up more of my time on >> kind of like those mindless operational tasks, while they’re not mindless, they’re repetitive every single day. If it can focus on that, so I can spend

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more time doing what I’m doing right now. Me and you, we are talking to each other. We are having a human connection. >> You could have went into AI and it could have spit you out any version of anything I just shared. But it lands differently coming from a person, a human >> who’s lived it, dealt with it, has human emotion. So >> I I like to think of I of AI as the assistant behind the scenes, not the face of the business. It it’s not the experience of the business, but it keeps

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things >> flowing consistently so that we can focus on the human experience. >> It keeps it more organized. And uh I would also like to tell you that I’ve been talking with so many homeare agency owners in the past few months now and this is the same question I ask everybody and this is the answer I’m getting from everybody because this industry as we’ve been into this industry for 20 years now I’ve been into this industry for only 7 years. So this industry I’ve seen it requires a lot of

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human touch till the time it’s not there. I know I don’t deal directly with the clients. I deal only with the agency owners but whatever they are asking me I just get a point of it that it will never replace completely the humans whatever the people are thinking about it so there’s a negative version also going on people making their own notes of it will change this thing it will change that thing but I I think this industry won’t be happy about that so it’s just organizing for theure agency

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owners yeah >> yeah I I don’t see and I mean if there’s a robot that’s going to come out that will replace the human that will do my dishes and change diapers ers and fry me an egg. Sign me up. I’ll be like the first purchaser. Um then I could spend more time swimming with my kids and pruning my garden and going on the boat and enjoying life, right? >> But yeah, I AI is not replacing humans. I think >> the two biggest threats of AI um is >> uh not that they’re replacing jobs, but

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people are being replaced by people who are using AI. >> Using AI. Yeah, correct. I don’t see that as a threat right now in home care. >> Um, and the other thing is just that we’re being mindful of and aware of is right now we’re still in the early stages of technology adoption. Um, >> and we’re seeing a we’re seeing one home care agency that has five and six and seven different AI tools that they’re trying to um build into their overall operation systems. And

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>> we’re seeing a little bit of Frankensteining going on, but that’s just part of the innovation. It’s part of growth. >> Um, as AI uh adapts to our operations and we adapt to all the AI technology. I really do think it’s going to be an incredible tool just like electronic clocking in and out was and just like digital software tools like you guys offer. It’s new right now, but in 10 years, probably in like two years, we’ll be saying, “Oh my gosh, I can’t imagine

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doing what I do without this helpful tool that I’m leveraging.” >> Correct. Correct. I get that. In time, it does change. It does change. >> Okay. All right. So, it was a wonderful session with you, Jessica. Really, really loved it. It was a very detailed version and I know our listeners would be really happy to listen all your comments, all your inputs and all your experience that you put in to all the questions that asked. Thank you for that. Thank you >> and I hope you also had a good time and

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uh we would love to have future collaborations with you in more detail and some more topics out there. >> Absolutely. Thank you so much for the opportunity and I look forward to connecting to everybody here in the homecare owners community on Facebook or you can go to homeares.com and it’ll direct you right over to the community. >> Perfect. Perfect. All right. So, all right. Thank you everyone. Thank you to all my listeners. So, this is Dennis Gill signing off today. I’ll be back with you

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shortly. Bye-bye.