For Aspiring Home Care Business Owners, A Service-First Mindset Is The Key To Success

Forbes

02-04-2025

CEO of Homecare Solutions, Inc. dba Visiting Angels, Coach & International Best-Selling Author empowering others to elevate their success
The percentage of seniors in the global population is accelerating. According to the World Health Organization, 'Between 2015 and 2050, the proportion of the world's population over 60 years will nearly double from 12% to 22%.'
In light of this demographic change, there will be an increased need for medical and non-medical home care services. On the non-medical side, many older adults will need help with tasks such as personal care, meal preparation, light housekeeping and transportation. Many will also need companionship. Consider this: Data from the U.S. Census Bureau revealed that 'nearly 3 in 10 adults 65 or older lived alone in 2022.'
For aspiring home care business owners, a service-first mindset, rather than one driven solely or largely by financial motives, will be crucial for success in the industry.
The home care services industry is a relationship-based one that requires empathy, responsibility and a commitment to high-quality care. Seniors and their loved ones depend on home care services providers to deliver compassionate, reliable support that enhances their quality of life.
In my view, when home care services owners are rooted in purpose and service, it naturally leads to employee and client satisfaction, enhanced trust and ultimately business success. Employees know when they're truly cared for (caregivers need to be cared for, too). When employees feel taken care of, they're more likely to deliver exceptional care. Clients and their loved ones, I've found, pick up on whether or not employees are being treated well. If clients and their loved ones see employees being treated poorly, they may naturally question whether the company can provide quality care for seniors.
If you're an aspiring home care services business owner, reflect on what is driving you to go into this line of work. Running a home care services business is emotionally and logistically difficult. If your reason for entering this industry is purely or largely financial, you're less likely to be motivated to keep on going—and less likely to succeed. A strong sense of purpose will power your ability to tackle the challenges of this industry and go above and beyond for your employees and clients.
Given the challenging nature of the home care services industry, it can be difficult for business owners to maintain a service-first mindset.
However, in my years in this industry, I've found that creating a culture of care is crucial for maintaining a service-first mindset. In my early days in the home care services industry, I worked as a certified nursing assistant (CNA) and licensed practical nurse (LPN). I saw firsthand how the lack of a culture of care impacted operations. Many employees, stressed and under pressure, just wanted to complete their assignments for the day and go home. For the most part, they weren't focused on building relationships with clients.
In my experience, when caregivers and other employees of home care services companies feel cared for, they're able to provide better care to clients and are more likely to stay with your organization, increasing your retention rate. Professional caregiving has high turnover, and the more caregivers you can retain, the better off your company will be in the long run. Once you become the owner of a home care services company, it's important to show compassion to your team members. Some steps you should take include paying everyone on time, giving fair compensation and being as flexible as possible with schedules. When you show your employees compassion, you're leading by example. A genuine culture of care, I believe, ripples throughout an organization.
After you've become the owner of a home care services company, it's important to determine your metrics for success—and regularly measure those metrics.
Financial KPIs are important, but they are far from the only metrics you should evaluate. If you're only evaluating financial KPIs, you're not getting the full picture. You should identify a broader set of metrics to focus on, metrics that clue you in on how you and your team are impacting your clients, their families and the broader community. Such metrics could include the number of five-star reviews, caregiver retention rates and community outreach and education events.
Your ultimate measure of success should come down to how well you and your team are helping clients. Regularly checking in with clients and their families in person, as well as through surveys, will inform you about what you're doing well and what you need to improve. By acting on that feedback, maintaining a culture of care and keeping your reason for entering this industry top of mind, you'll be able to create an organization that your employees, clients and community champion.
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