1. Managing People is Not Easy. Find Those Who Truly Care
Home care is a people-based business, and it’s notorious for high staff turnover, we’ve certainly experienced this firsthand. When I started as one of the youngest franchisees with Caremark, I had never managed anyone before. I assumed you simply give someone a set of tasks, and they’d get on with it. The reality? Not everyone is self-motivated or willing to give their all.
That’s why, when hiring senior staff and carers, we look for those who genuinely share our mission and passion for care. I’ve learned it’s better to have fewer dedicated staff who align with our values than to hire many who challenge and harm the business’s reputation. When you bring the right people on board, they’ll advocate for your mission and help drive your business forward. Hold onto them tightly!
2. Expect Daily Challenges – Adapt and Ride the Waves
No two days are the same in home care. This business depends on people, people who get sick, get stuck in traffic, don’t always get along, and sometimes quit without warning. Both employees and clients present challenges that can’t always be foreseen, and problems arise far too often.
The key lesson? You can rarely eliminate these challenges completely, but if you learn to roll with the punches and adapt, you’ll develop the resilience to handle anything.
3. Local Authorities Expect the World
In my experience, working with local authorities is extremely challenging. Whether it’s requesting care package changes, chasing payments, or even getting in touch with the right person, the process is rarely smooth. These organizations are government-run, constantly scrambling for funding and resources, so can we really expect much more?
If you’re working with local authorities, be prepared for bureaucracy, delays, and a lot of patience.
4. Cash is King – Keep a Financial Safety Net
Every business depends on cash flow, but in home care, it’s even more crucial. Local authorities want you to take on care packages quickly, but when it comes to payments, they can leave you waiting. If you don’t request purchase orders and confirm where invoices should be sent, you could be left chasing payments for months.
In their eyes, they’ve done their job by arranging care. Whether you get paid is someone else’s problem, unfortunately, that someone is you! Keep extra cash in reserve because you’ll need it.
5. The Care Quality Commission (CQC) – Not as Scary as You Think
The Care Quality Commission (CQC), which regulates care in the UK, can seem intimidating, but they aren’t as scary as they appear. Yes, they are an under-resourced organization, but their purpose is important—to prevent bad practices like call-cutting and mistreating clients.
That said, poor care still happens, and the CQC will never be able to fully prevent it. But at least they try, and if you’re running a reputable business, you shouldn’t have much to worry about.
6. Customers Aren’t Easy to Find. Market Like Crazy
Building a base of private customers takes time. They have options, they need convincing, and often, they have to experience bad care at a cheap price before realizing the value of quality service.
Market your business aggressively: showcase your culture on social media and invest in SEO. We didn’t use paid ads in our first year, but if you can, it might help you get found faster. Reviews from existing clients were essential to our growth, so encourage happy customers to share their experiences.
If you don’t want to invest in marketing, you can go the local authority route, but they’ll only work with you if you offer rock-bottom prices. If that’s your strategy, your biggest challenge will be figuring out how to run a quality business on tight margins while still attracting and retaining the best staff.
Final Thoughts
Running a home care business is tough, but if you build a strong team, stay adaptable, manage cash flow wisely, and market yourself effectively, you’ll set yourself up for long-term success. If you’re just starting out, take these lessons to heart, it’ll make your journey a little smoother!
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