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Senior living and home care agencies · CRM

Keep every family's situation in one record, so nobody is asked the same thing twice.

A CRM for a senior living home or home care agency is the shared record of each family: who called, what the situation is, who tours, who decides and what was said last. GullySales sets up the record and the rules for keeping it, using a tool you already own where one exists.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Realistic editorial illustration of senior living and home care agencies at work in the United States

What CRM means

A CRM is the record where every enquiry, call and quote is kept against a customer, replacing separate notebooks, spreadsheets and memory. GullySales sets up or cleans an existing CRM and reports from it by enquiry outcome rather than by activity logged.

Also for senior living and home care agencies

Sales and marketing for senior living and home care agencies, the overview.

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.

For senior living and home care agencies

Where it usually goes wrong, and what we would do.

  • “Enquiries arrive on five channels and land in five places”

    A call to the manager's mobile, a directory lead by email, a WhatsApp message to the front desk, a website form and a referral from a doctor. Without one record, the same family is asked their story by three people.

  • “The record must hold a situation, not just a name”

    Who needs care, what happened, when care must start, who pays and who else must agree. A name and a number tell the next person nothing. The detail is what lets a follow-up sound like it remembers the family.

  • “Referral sources need their own fields”

    Each hospital desk, therapist and doctor should appear against the families they sent. Otherwise the link between a discharge planner and a move-in sits only in the memory of the person who visits them.

  • “Health details do not belong in a marketing record”

    A sales record needs the family's situation in plain terms, not clinical files. Keep resident and patient records in your care system, and agree in writing what the sales record may hold.

What we do

What we deliver for senior living and home care agencies.

Every deliverable, what it covers for you, and the result it is there to produce. Nothing here is an extra.

  1. A stage list built for a slow decision

    Stages from first enquiry through tour or assessment, family discussion, decision and move-in or start of care, with a clear reason recorded when a family stops.

    Result: Every family sits at a named stage, and you can see how many are waiting.

  2. A capture form for the first call

    The fields your team asks for on the phone, in the order the conversation goes, so the family tells the story once.

    Result: The next person opens the record and already knows the situation.

  3. Source and referrer fields

    Directory, search, WhatsApp, walk-in and each named referrer, set on every record from the first contact.

    Result: Reports show which source sent families who moved in.

  4. A next-step rule

    Every open family carries a next action with an owner, and a record without one shows up on a list.

    Result: No family is left without someone responsible for them.

  5. A short guide for your staff

    What goes in, what stays out, and who may see it, written in plain language for the front desk and the nurse.

    Result: New staff keep the record the same way as everyone else.

  6. A choice of tool, explained

    An honest comparison of keeping a shared sheet, a low-cost CRM already common in India such as Zoho CRM or HubSpot, or a feature in your existing software.

    Result: You pick a tool that your team will actually open.

How the result is measured

  • Enquiries logged in the CRM
  • Data completeness
  • Reports generated from CRM data

Recorded as a baseline before work starts, so every later report has an honest comparison.

Read the full CRM implementation and customisation page

Fields worth keeping

Keep these fields so a family is asked about their situation only once.

Who needs care and who is calling
Entered by whoever takes the call. The caller and the person needing care differ, and later messages must go to the person who decides.
What happened and when care must start
Entered in plain words, such as a fall or a discharge date. It sets the urgency and tells the next person who picks up the record.
Who pays and who else must agree
Entered after the first call. A sibling abroad or a spouse who resists is recorded, so the follow-up speaks to the real decider.
Referral source and referrer name
Entered at first contact. A hospital desk, therapist or geriatrician sits against the families they sent, so the link survives a change of staff.
Tour or assessment date and outcome
Entered by the manager after the visit. It shows who toured, who is deciding and who chose elsewhere, with the reason if the family said.

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.

  • Nobody at the home will update the record after a call, so the list would show old information and mislead the follow-up
  • You want the record to hold the resident's health file, which belongs in the care records and not in a marketing tool
  • Your enquiries still arrive on personal phones and are not shared, so a tool would hold only the few that someone chose to enter

How it works

How the CRM work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Map the sales process

    We sit with the people who sell and write down how a deal moves from enquiry to payment, including where it stalls.

  2. 2

    Agree stages, fields and owners

    Each stage gets a name your team already uses and a proof that the deal has left it. We agree which fields are required at which stage, and who may change what.

  3. 3

    Build on a copy

    Pipeline, fields and views are built on a trial copy where the CRM offers one, or in a separate pipeline where the plan allows. Live work stays untouched.

  4. 4

    Connect channels, then switch on automations

    Channels are connected first. Each automation is then switched on separately, so a misfiring rule is easy to find.

  5. 5

    Test with real deals

    The people who will use the CRM run open deals through it. Gaps are fixed before the whole team switches over.

  6. 6

    Switch over and trim

    Once real use shows which fields stay empty and which stages nobody uses, those are cut and the handover record is updated.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales management. A target, a review routine and someone who owns the number.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3 · you are here

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
We are a small home. Do we need a CRM at all?
A shared sheet with agreed columns can do the job for a small home. The need is one record per family, a named owner for the next step and a reason when a family stops. We start with the simplest tool that holds those.
Can the record hold resident health information?
Keep it out. The sales record holds the family's situation and contact details. Resident or patient records stay in your care system under your own rules, and data protection obligations should be checked with your legal adviser.
Will staff really keep it updated?
Only if it is shorter than the alternative. We cut the fields to what the team uses, build the first-call form around the real conversation and show the owner a list of families without a next step.
Who should own the record at a small home?
The manager or the person who takes the first call. One named person means every enquiry is entered and the overdue list is read. A record shared by everyone and owned by nobody goes stale, and the family who toured is left waiting for a call.
How much does it cost?
There is no price list, because the work differs by business. The fee is scoped after we have read your brief and spoken to you, and put in writing before anything starts, split into our time, your media spend and production.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.
What if we are not happy with the work?
Tell us and the plan changes. Everything is reported against the baseline, so a number that is not moving is visible to both sides. The term is in your written scope, and the refund and cancellation policy sets out the rest.

From the blog

Further reading for senior living and home care agencies.

All articles

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Everything else we would do for you.

Closest to this: leads and follow-up

Also for senior living and home care agencies

Or start from the overview: sales and marketing for senior living and home care agencies.

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