Senior living and home care agencies · Healthcare
Answer the daughter calling three places from the hospital parking lot.
Almost nobody plans this. A father falls, a mother is found wandering at night, or the hospital discharge desk says someone goes home on Thursday and the house is not safe.
Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.
In one paragraph
Senior living and home care marketing reaches a family in the week a parent can no longer manage alone. Sales is the tour, the in-home assessment and the honest follow-up while a family decides, alongside the referral sources that send the next enquiry. GullySales works on the enquiries and the follow-up, and reports what each referral source actually sent.
The daughter making the calls is frightened, guilty, and often in another city or another country. She rings three places from the hospital car park and decides largely on who sounded human.
Then the decision slows right down. A family tours on Saturday, talks to a brother on Sunday, works out what the monthly fee means for the family, and goes quiet for weeks. Homes and agencies lose most of these not to a competitor but to delay, because nobody called back with anything useful. The other half of the business never touches a search engine at all. It arrives through a hospital discharge desk, a physiotherapist, a neurologist or a geriatrician who trusts one person at your organisation.
Last updated 5 Oct 2026. Rules for this trade differ by state and professional body, and they change. We describe restrictions in general terms, so check the current position with your own council or adviser before you publish anything.
How buyers decide
How senior living and home care agencies are chosen.
A family searching on their own starts on a phone at eleven at night: old age home near me, dementia care cost in their parent's city, home nursing agency reviews. What they find first is usually a map listing or a directory. JustDial, Practo and the rest sit above almost every home and agency in the results, and some charge you for the introduction. Your own page and Google Business Profile are the next things the family opens, and they read them properly.
What they read for is specific. Cost, and whether you will state one. Whether the caregiver is the same person each visit. Whether there is a nurse on site at night. Whether a parent with dementia would be safe on the memory care side. A page of photographs of a dining room answers none of that, and a family who cannot find an answer assumes the answer is bad.
The steadier half of the enquiries never searches at all. Hospital discharge desks, physiotherapists, neurologists and geriatricians send families somewhere. They send them to whoever picks up the phone and takes the difficult case. Those relationships belong to a person, not to a brochure, and they go quiet the moment that person leaves or gets too busy to visit.
The problem
What usually goes wrong for senior living and home care agencies.
What owners tell us on the first call, in their words.
“The hardest enquiries arrive on a Friday afternoon”
Hospital discharges cluster at the end of the week. The call comes in at four, the office is closing, and by Monday the family has placed their mother somewhere else.
“We pay a directory for families we might have reached ourselves”
The referral fee on a placement is real money, and nobody has ever checked which of those enquiries had already found your website first.
“The tour goes beautifully and then nothing happens”
The family leaves saying they need to talk to a brother. There is no schedule of follow-up, so the next contact is a mass email six weeks later about a summer event.
“Our referral relationships live in one person's phone”
The discharge planner at the hospital calls your community relations director by name. When she leaves for a competitor, the referrals follow her out of the door.
“Families ask what it costs and we refuse to say”
The policy is to get them on a tour first. Most families read that as something being hidden, and they call the agency whose page published a starting rate.
“Recruiting caregivers is taking the marketing budget”
A home care agency turns away hours because there is nobody to send. The recruitment advertising and the family-facing advertising are pulling from the same money with nobody deciding between them.
“Nobody can say where last month's enquiries came from”
Calls, directory leads, walk-ins and a referral from a hospital nurse all land in the same place with no source recorded, so the marketing conversation is guesswork.
What we do
What we do for senior living and home care agencies.
Everything included for senior living and home care agencies, and the result each part is there to produce.
Enquiries answered while the family is still on the phone
Calls, forms and directory leads picked up inside the overlap hours agreed with you. The family's situation is captured properly, then passed to your nurse or director for the clinical part.
Result: A frightened family reaches a person instead of a voicemail box.
A follow-up schedule built for a slow decision
A written sequence across the weeks a family actually takes, each contact carrying something useful: the cost worksheet, what the assessment covers, what respite would look like first.
Result: The family that went quiet after the tour hears from you with a reason.
Pages that answer cost, staffing and dementia questions
A starting price range with what changes it, who is on site overnight, how a caregiver is matched, and what happens when a parent's needs increase.
Result: The question that sends families elsewhere gets answered on your own page.
A referral programme that belongs to the organisation
Every hospital discharge desk contact, physiotherapist, neurologist and geriatrician recorded by name, with a visit and contact rhythm, and a note of what each one last sent you.
Result: Referral relationships survive the day your liaison changes jobs.
Directory spend measured against your own enquiries
Every paid directory lead tagged and followed to a move-in or a start of care, set beside what your website and referral sources produced in the same month.
Result: You can argue about the referral fee with numbers in your hand.
Reviews and family stories, collected with consent
A routine for asking families at the moments they feel it, with written permission recorded before any name, photograph or detail is used anywhere.
Result: A family reading reviews finds recent ones from people like them.
A caregiver recruitment funnel kept separate
Its own advertising, its own application follow-up, and its own reporting, so hiring stops competing with family-facing marketing for attention.
Result: Hours no longer get turned away for want of an applicant nobody called.
A report against the baseline
Enquiries by source, time to first call, tours and assessments, move-ins or starts of care, and referral sources active that month, against the baseline recorded before work starts.
Result: Occupancy and hours are discussed with numbers rather than impressions.
How the result is measured
- Enquiries by source, directory against search and referral
- Time from enquiry to first human conversation
- Enquiries that became a tour or an in-home assessment
- Tours and assessments that became a move-in or a start of care
- Referral sources who sent someone this month
- Caregiver applicants against caregivers hired
Recorded as a baseline before work starts, so every later report has an honest comparison.
Every service, written for senior living and home care agencies
Each has its own page: what it involves for senior living and home care agencies, what you get, and what it is measured on.
- SEOOutrank the directory that charges you for a family who was already searching.
- PPC adsStop your caregiver hiring ads and your family ads spending the same money.
- Lead generationAnswer the Friday discharge call before the family rings the next number.
- Digital marketingDecide each month whether the money goes to families or to hiring aides.
- Reputation managementWhat a family reads before touring includes your worst Google review.
- Local SEOOne community is a pin on the map, a home care office is a service area.
- Branding and identityThe name on the sign has to survive the sentence a daughter says out loud.
- Social media marketingNobody follows a care home, but everybody checks it before the tour.
- Content marketingWrite the sheet a discharge planner can put in a family's hand.
- Email marketingSix weeks of silence after a tour is a follow-up problem, not a lost sale.
Worth a page and a campaign of their own
Memory care suites and dementia programmes · Respite and short-stay bookings · Post-hospital discharge and transitional support · Live-in, overnight and 24-hour care · Private pay hourly home care · Care for parents arranged by NRI families abroad · Second-person and couples occupancy · Companion care and non-medical support at home · Caregiver recruitment · Family education events and support groups
Priority campaigns
Campaigns for what senior living and home care agencies most want to sell.
Each one planned around when your buyers decide, and measured against the baseline.
Discharge planner outreach programme
A standing rhythm of visits, printed one-page summaries and a named person who answers for the hospitals and rehabilitation units that send patients home in your area.
Result: Your name is the one on the planner's list when Thursday comes.
Respite as the first step campaign
A campaign offering a short stay or a few weeks of home care to families not ready to decide, framed as a trial rather than a move.
Result: A family that would have waited another year starts with something small.
Memory care family education evenings
Sessions on what changes as dementia progresses, run with a local clinician, with invitations to past enquiries and follow-up in the same week.
Result: Families who were not ready in March remember you in September.
NRI family campaign
Plain pages and WhatsApp-ready summaries for sons and daughters abroad choosing care for a parent in India, with fee questions answered and rules left to the family's own legal adviser.
Result: Cost stops being the reason a family walks away from care.
Caregiver hiring campaign
Advertising aimed at experienced aides in your service area, with every application answered by a person and a clear picture of hours, pay and the clients they would see.
Result: Applicants reach a person before another agency calls them back.
Beyond search
Where we reach buyers of senior living and home care agencies, beyond Google.
Search matters, but it is rarely the only way this industry's buyers find a supplier.
Hospital discharge planners and case managers
We keep the list current by name and unit, prepare what they can hand to a family, and make sure a Friday referral gets an answer before the weekend.
Rehabilitation centres and physiotherapy clinics
Patients finishing rehabilitation need somewhere to go next. We build the contact rhythm and the one-page summary of what you can take and what you cannot.
Physiotherapists, neurologists and geriatricians
Families often ask the treating doctor or physiotherapist where a parent should go next before they ask a provider. We prepare the introduction and the follow-up for those clinics.
Palliative care teams and home nursing agencies
These are neighbours rather than competitors, and referrals run both ways. We set up the relationship so it is recorded and reciprocated.
Senior citizen clubs, resident welfare associations and caregiver support groups
The adult children who will decide in a year are sitting in those rooms now. We plan the talks, the material and what happens after someone takes a card.
Who it is for
This is written for these senior living and home care agencies.
- Old age homes and senior citizen homes with residential rooms
- Dementia and Alzheimer's care homes, and homes with a dedicated memory wing
- Senior living apartments and retirement communities
- Home nursing and attendant agencies that send staff to a family's house
- Home health care services that arrange nurses, physiotherapy and equipment at home
- Franchise home care branches marketing in their own neighbourhood
- Small care homes run from a converted house or a floor of a building
- Day care centres for seniors, and short-stay or respite rooms
- Providers that run both a residential home and a home care service
Not for
It is not the right fit if.
- You want a guaranteed Google ranking or a guaranteed number of leads. Nobody honest can promise either.
- You need enquiries by next week and have nobody to answer them.
- You want posts and reach reported, not enquiries and orders.
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Your brief
You tell us what you need in a few short steps: your business, what you want, where enquiries come from and how they are handled.
After the brief
A conversation and a written scope
We read it, then talk with whoever handles your enquiries. If you want our help, the scope, the fee and the reporting come in writing, and nothing starts before you have read them.
Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
The fix we agreed to start with is put in place and measured against the baseline, whether that is reply time, a follow-up sequence, the page buyers land on or the handover between marketing and sales.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
How the work runs for senior living and home care agencies
- 1
Read the enquiries you already have
We trace where each recent enquiry came from, how long it waited, whether a visit or a home assessment happened, and what was said afterwards.
- 2
Fix the first conversation
Agreed overlap hours, a routine for calls that arrive as the office closes, and a record of every family with the detail they gave so nobody has to ask twice.
- 3
Write what families actually ask
Cost, staffing at night, caregiver consistency and what happens as needs change, written for the daughter reading it after her parents are asleep.
- 4
Build the referral rhythm
Named contacts at hospital discharge desks, physiotherapy centres, neurologists and geriatricians, with every referral recorded against the person who sent it.
- 5
Report on move-ins and hours
A report on enquiries, tours, assessments and starts of care against the baseline recorded before work began, with the directory spend set beside it.
Proof
What happened when owners fixed this.
Real clients, the work we did, and the result as it was recorded. Where no number was recorded, none is claimed.
Chord Road Hospital
- Situation
- Patients who knew the hospital trusted it. Patients who searched for a department or a treatment in the area did not find it.
- What we did
- Website rebuilt around patient needs
- Search visibility
- Social media on a schedule
- Review management
- Result
- Organic traffic increased 60% within six months
- Online appointment bookings increased 40%
- Social following grew 45%, and engagement on it rose 70%
Nanda Arthritis and Rheumatology Center
- Situation
- There was no website, so a patient looking for a rheumatologist had no way to learn about the centre. Enquiries were few, and the ones that arrived came by word of mouth.
- What we did
- A website for patients
- Search work
- Google Business and reviews
- Lead capture and advertising
- Result
- No numbers were recorded for this engagement. The work is described in full in the case study.
Also worked with
Curtain Label · Difesa Security Services · Felicity Inn · Hands On CSR · Implevista · Kambar Group · Kalessi · Kerur Pain Clinic · LL Trust · Lucky Deals · Natural Gases · NavaShakthi Souhardha · NewCom Logistics · Proton Technical Services · SB Engineering · Shakthi Foundation · Shakthi Group · Urbanest · Insyde Studio · Venkateshwara Laser Tech · Vivara Studios
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with your brief and a conversation.
Option 1
The conversation on its own
A call after you send your brief. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix that matters most, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
Your brief
Tell us what you need, and we will read it before we call.
Eight short steps about your business, what you want and who decides. Most questions are a tap, and you can skip any you would rather answer on the call.
FAQ
Questions senior living and home care agencies ask before they call.
Not here? More answers, or ask on WhatsApp.
Would your team be speaking to our families?
How do you handle health details?
Should we keep paying JustDial, Practo and the other directories?
Can we advertise memory care and dementia outcomes?
We cannot fill the shifts we already have. Is marketing the wrong thing to buy?
What does this cost?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
Notes for owners
Read more about senior living and home care agencies.
- How to advertise to senior citizensRun two campaigns: one to the parent in print and regional television, one to the adult child searching from another city. And never use the urgency that fraud calls taught them to fear.
- How to advertise to mothers, who are buying for somebody elseShe is usually not the user. She books the appointments, remembers the renewal dates and researches for three generations, in ten-minute pieces of a day.
Part of Healthcare. See the other industries in the sector.
Your next practical step
Tell us what you are trying to grow, and we will read it before we call.
Eight short steps, mostly taps. Skip anything you would rather answer on the call.