And that’s bad news… more options for your clients to choose!
It’s bad news because thanks to the other four home care agencies (or adult living communities), adults and family caregivers now have five care agencies to choose.
The problem is that each senior home care agency, relative to the other four, offers its own unique combination of personal care, meal preparation, homemaker, companion care, transportation, and potentially RN services for varying hourly contracts, price, comfort, knowledge and training, experienced caregivers, to name just a few of the most salient variables.
As a result, different people possess wildly distinct views on which senior home care agency is “the best.”
The people who hire you would prefer that you were as easy to choose a TV cable company. Why? Because it’s easier to make a buying decision when all the choices are similar or the same. Most seniors and family caregivers want to line you up, side by side with the other senior services and pick the cheapest one.
And why shouldn’t they? All buyers no matter what the product or service is – prefer to make a simple decision based on price. It makes our life easier.
You, however, want to be a senior home care agency. You don’t want the comparison to be simple and you definitely don’t want the decision to be based on price.
Rather, you want prospective home care customers to see you as the one and only viable option for their unique bundle of needs and preferences. Either they hire you, or they don’t get anything – no one agency fits their needs.
Solution: Don’t put yourself in a side by side comparisons – they are meaningless. And know that these types of decisions based on price are impossible.
1. Don’t be standard. If you describe yourself as simply “a senior home care agency” you open the door for your potential clients to use price as the differentiator.
If, on the other hand, you are a “chef who specializes in plant based diet cooking foods that lower cholesterol” you cloudy the decision filtering, making side by side comparison difficult.
2. Don’t sell time. Charging by the hour is the equivalent of pricing by the number of TV channels. It evokes standardization – puts you in a box for prospects to stack and sort.
Why not then package your senior care services – for a flat fee – using a unique name and with lots of elements mixed together? This will eliminate putting you in a box.
3. Be authentic. Don’t look and act the same as your competitors. If you do, then your clients will ask what your hourly rate is.
4. Step outside the box by drawing attention to your real differences. (Don’t tell prospective clients that your home care agency hires only “experienced, trustworthy professionals” – that’s not a differenciator – your competitors all do!
5. Consider a unique pricing scheme – all you can use home care services. Think of a compelling back story – “The owner’s mom and dad lives with them and pitches in to care for his children”.
In other words…. DIFFERENTIATE! Read “Differentiating Your Home Care and Adult Living Community”.
Remember: Consumers – are eager to pay the least amount of money for a given result.
SO… make your “given result” as unlike that of your competitors as possible.
You think that’s too much work? Hire a professional copy writer.
Get a Free Consultation and we can discuss other ways to connect, engage, and get results using powerful and targeted content!