How This Applies to Home Care Marketing
The in-home assessment is your most important conversion point—it’s where families decide to hire you. Marketing should position assessments as valuable consultations, not sales pitches. Emphasize that assessments are free, no-obligation, and focused on understanding the family’s needs.
Content should demystify the assessment process: what to expect, what questions you’ll ask, who attends, how long it takes, and what happens afterward. Reducing anxiety about this step increases the likelihood families will schedule.
Key Takeaway
Frame assessments as helpful consultations that provide value regardless of whether families hire you. Create content explaining the process and its benefits. The goal is reducing friction so more interested families take this critical step.