April 28, 2025 • 14 mins
Ready to transform your homecare agency? In this episode, we dive deep into five proven strategies that will help you identify and attract your ideal clients — the ones who align with your mission and fuel your agency’s growth. Julio Briones breaks down how to leverage your agency’s purpose, analyze your current client base, craft a detailed ideal client persona, align your services with the right payment sources, and build referral partnerships that consistently send you high-quality leads. If you're serious about growing your agency while delivering exceptional care, you won’t want to miss these game-changing tips!
Timestamps:
00:00 – Introduction
03:09 – Secret #1: Start with Your Mission
04:30 – Secret #2: Analyze Your Current Clients
06:35 – Secret #3: Craft an Ideal Client Persona
10:30 – Secret #4: Align Payment Sources with Services
11:41 – Secret #5: Build Strong Referral Partnerships
Want even more strategies to grow your homecare business?
Visit and connect with us at https://www.thebrionesgroup.com
Timestamps:
00:00 – Introduction
03:09 – Secret #1: Start with Your Mission
04:30 – Secret #2: Analyze Your Current Clients
06:35 – Secret #3: Craft an Ideal Client Persona
10:30 – Secret #4: Align Payment Sources with Services
11:41 – Secret #5: Build Strong Referral Partnerships
Want even more strategies to grow your homecare business?
Visit and connect with us at https://www.thebrionesgroup.com
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:02):
All right, welcome everybody, Thank you for joining us. We
are a little bit late on our live today, so
I understand if not too many of you are are
going to come on board. But today's live we will
be talking about you know five steps too, you know,
(00:24):
five key things to keep in mind when it comes
to identifying your ideal client. You know this is you know,
I want to start off by thanking everybody who's participated
and you know who attended our last week's class of
you know, success metrics, you know everything you need to
know about KPIs a couple of quick announcements. So, as
(00:47):
I said February twenty fifth, this is this coming Tuesday
at one pm, our virtual lunch and learn session. The
topic is identifying your ideal Client. The registrate link is
below if anybody wants to join up. The big announcement
is that we finally fix the issue that we had
(01:08):
where we weren't able to share the video after the
live session. So now they are going to be available
for three business days after. So even if you sign
up and you can't attend the class live, no worries.
You will have access to the video until the close
(01:29):
of business on Friday. Till the end of the day
on Friday, so you can watch it after you get home,
or you can however it is that you're going to
do it, but we'll be closing out access to it
either on Friday or Saturday, but it's at least three
business days. Okay. That being said, you know, if you're
(01:51):
watching this live, let us know where you're watching from.
You know, we always appreciate the feedback. And even if
you're watching the replay of this on YouTube, you know,
again very we very much appreciate all the effort you
guys make to show a support and love and you know,
so give us a thumbs up. You know, get like
(02:14):
the video. It helps with the algorithm. And also don't
forget to share and share this with other people and
invite them along to watch. We give a lot of
good information on here. It's free. You're not going to
get information this detailed in a lot of places, especially
not when it comes to strategy building for your home
(02:35):
care agency. So please, by all means, you know, join us,
let us know, let us know what you think. All right.
So Deanne Bolton, you are from uh Chattanooga, all right, fantastic?
All right, So if you have any questions. We are
(02:56):
monitoring this as you guys are seeing ask them down below,
and at the end of this I'll answer any questions
that you guys may have when it comes to the
topic at hand today. So let's go ahead and get started.
This is five steps to being able to identify your
ideal client. So number one, you got to start with
(03:21):
your why, all right, so before anything else, before you
do anything. When it comes to building out your marketing strategy,
your business development strategy, you know, you have to understand
why are you in this business? You know, what is
your mission and your vision? How do you build this out? Basically,
(03:45):
where are you, what are you trying to accomplish, and
where do you see your company going. So if the
more clear you are on your mission, on your vision
for your home care agency, the more people will have
better understanding as to you know, who your a good
client is. This guide This will guide who you want
(04:07):
to serve to you. It also means that your caregivers
will have a better understanding as to why you're doing this,
your referral partners, your office staff, and it'll build this
overall culture that's going to just generally improve your business. Okay,
So that's number one. Start with your why right Number two? Okay,
(04:34):
you want to analyze your current clients. Okay, so if
you've been in business for a while, you know what
who your clients are. But what you may not be
aware of is things like what's the average age? What
are your top three health conditions that you find that
(04:56):
people are coming to you for. What are the payment methods?
So are you finding that you're attracting a lot of medicaid,
a lot of medicare Are you attracting a lot of
private pay? Are you attracting you know, people with veterans benefits?
Are you attracting waiver? What is what is it that
(05:17):
you're attracting? Who? Which is the client that you are
most getting signing on for your services? Okay? You know,
just always keep in mind it's something that I say
a lot, you know, especially and with a lot of
my other clients. You're you have to find people that
are old enough. We're dealing in senior care, you know.
(05:40):
So you got to take a look and see where's
your client base. Are they closer to sixty five, are
they closer to eighty five? Where is it you know,
they have to be sick enough. So what that means
is they have to have enough complex medical issues, whether
those are you know, an injury, you know, some illness,
(06:03):
something like Alzheimer's, maybe they had a stroke, maybe maybe
they fell. Something has to happen that makes them sick
enough to justify going to a home care agency. And
then the last thing is they have to be able
to pay. Now that doesn't mean private pay only. If
your agency is focused on Medicaid, do they meet the
(06:25):
income requirements? Do you have to help them with the
application process or refer them someone that can? You know,
what is it that you who is your ideal client? Okay,
So now that we've done that, Okay, the next thing
we want to we want to focus in on is
we want to create what's called a client persona. Okay.
(06:47):
That means you're going to sit down and we're going
to play pretend. Okay, we're going to create this individual
or could be more than one, like, but we're going
to create this one individual that's going to be the
ideal client. So we've gone through, we understand who we want,
we know what our mission and vision is. We've gone
(07:07):
through our records and we've seen their ages, gender, health condition,
payment method which referral partners that came in. We have
all these patterns that we've pulled out of our data, right,
and if you're having issues doing that, you know, let
us know, reach out to us. You can schedule an
appointment with us by going through our website at the
(07:28):
Brionnisgroup dot com. And you know, this is one of
the services that we provide as part of an assessment.
All right, but you have all this wonderful data you've
analyzed that you're going through it. Let's go build this
person out. Let's say we have found that most of
our clients are eighty three years old and women. Well,
(07:49):
that would make sense in certain parts of the world.
Are the parts of the country we need to know
where are they? Let's say our top three conditions are Alzheimer's,
you know, people with hip replacements and COPD. Well, great,
those are the top three. Which one which one tends
to be at the top? Is it a combination of it?
(08:13):
All right? So now we've got this built out, We're
gonna give this woman a Name's call her Jill or
Jane or Mary, whatever you want to call her. But
you want to get this fictional person. You want to
build as highly a specific persona as you possibly can.
All Right, this is what's going to represent your ideal client,
(08:35):
and don't skimp out. Really make this a fun project.
If you have this with your team, you can do
this in a meeting session. You can really get into this.
Do things like the demographics, like what's not just their
their gender, but let's figure out what's their race. What
are the family dynamics. What are the biggest issues that
this person is gonna have when talking to you? Are
(08:57):
they trying to stay independent? Are the kids fine, overcoming
to live with them? Do they want to put them
in a home? What is their long term goals? You know,
how much money do they have, Like how long can
they afford to keep your service? Or if they're taking Medicaid,
are there any obstacles that are going to make them
not be able to continue to receive these benefits? Get
(09:19):
really specific this persona. You know it's going to keep
your whole team on the same page as to who
you're targeting, meaning your salespeople. When they go to facilities,
they'll know exactly what facilities to go to because they
know exactly who they're servicing. When you have your your schedulers,
your care managers, your case managers, your nurses. They're going
(09:41):
to know exactly who it is that your agency services.
And that means even even your newest caregiver it comes
on board. When it's all said and done, they're going
to be able to go out there into the community
the people they normally deal with, and they are going
to be able to find you new clients because there's
(10:03):
not going to be any ambiguity. They're going to be
very clear as to what this is. All right. So
now we've done that, we have gone through we understand
our mission and vision. We have analyzed our current client list.
We've got, you know, Jill, our make believe client that
we've created this entire persona over you know, let's just
(10:24):
say she's got three cats on a goldfish. You know,
like we've really gotten specific here. Now we've got to
take all of this and align our services to this person.
Is if they're private pay, great, let's build out a
set of services that are going to line up with this.
(10:45):
If they are long term care, if they're medicare, if
they are skilled, If our ideal client is a hospice
or palliative care patient, what isn't you know, we have
to make sure that we are all very clear as
to what we are going to accept private pay, long
term care, Medicaid, medicare VA, a combination of the two.
(11:08):
Are we looking for state waiver or county waiver? Are
we looking for dodd for a payer source. We got
to make sure that we have all of this because
this is our financial model and this is what's going
to help avoiding bigger billing mistakes or service mismatches down
the road. Okay, you want to make sure that again,
(11:29):
everybody is very well aware of your mission, your vision,
who your client persona is. You know, who is this
ideal person Everything is going to just line up when
it comes to that, all right, So number five most
important parts of the last part, right, You want to
make sure that you're using this persona to be able
(11:50):
to identify the professionals, facilities, and organizations that cater to
this ideal client. Right, hospitals that you want to make
sure that you're you're visiting hospitals that are in the
right zip codes. You want to make sure that the
skilled nursing facilities that service these hospitals that they they
(12:14):
align with your ideal client you want to make sure
if you're visiting these senior centers, the you know, funeral homes,
the the all sorts of people. Okay, you want to
make sure that all of these people they align properly
with your ideal client persona. You know, when you know,
(12:36):
if just as we move along, if you guys are
on my email list, you should have gotten this by now.
But on March sixth, we're actually going to be doing
a in person live session here in my offices in Indiana,
Indiana in Plainfields specifically very limited seating only. We only
(13:01):
accept up ten people at a time. But we're going
to be doing a full market research lunch and learn.
You know. That'll be that Thursday the sixth at twelve o'clock,
you know, but this week on February, February twenty fifth,
at one pm Eastern. And again, if you can't make
(13:22):
it live, it's all right, You'll you'll still be able
to You'll still be able to register and watch the replay.
Just live is always better because you get to ask
more questions. So the when you're going through all of this,
we're going to be talking about in depth how to
build this client persona. We have a full workbook that
(13:43):
we're going to take you through step by step so
that you can understand exactly what needs to happen for
you and your team to be able to identify your
client and streamline not just your operational process, but your sales,
your recruitment and everything else. All right, So if anybody's
got any questions, I don't see any in the chat,
(14:05):
and that's my fault, you know. We we kind of uh,
we're a little bit late for our Saturday live here.
But if you're watching us on YouTube on the replay,
by all means, please feel free, you know, like, subscribe,
share this if you're if you're seeing this as a replay,
invite others to join up. There's links somewhere below or
(14:28):
inside the if you're watching it on the Facebook group,
you know, and there's links available that where you can
join our email list if you're If you want to
stay on top of what we're doing and what we
have coming up soon, you know, give us a like,
share and subscribe and we'll catch you all next time.
And thanks again for watching. All right, you all have
(14:50):
a great rest of your weekend.
All right, welcome everybody, Thank you for joining us. We
are a little bit late on our live today, so
I understand if not too many of you are are
going to come on board. But today's live we will
be talking about you know five steps too, you know,
(00:24):
five key things to keep in mind when it comes
to identifying your ideal client. You know this is you know,
I want to start off by thanking everybody who's participated
and you know who attended our last week's class of
you know, success metrics, you know everything you need to
know about KPIs a couple of quick announcements. So, as
(00:47):
I said February twenty fifth, this is this coming Tuesday
at one pm, our virtual lunch and learn session. The
topic is identifying your ideal Client. The registrate link is
below if anybody wants to join up. The big announcement
is that we finally fix the issue that we had
(01:08):
where we weren't able to share the video after the
live session. So now they are going to be available
for three business days after. So even if you sign
up and you can't attend the class live, no worries.
You will have access to the video until the close
(01:29):
of business on Friday. Till the end of the day
on Friday, so you can watch it after you get home,
or you can however it is that you're going to
do it, but we'll be closing out access to it
either on Friday or Saturday, but it's at least three
business days. Okay. That being said, you know, if you're
(01:51):
watching this live, let us know where you're watching from.
You know, we always appreciate the feedback. And even if
you're watching the replay of this on YouTube, you know,
again very we very much appreciate all the effort you
guys make to show a support and love and you know,
so give us a thumbs up. You know, get like
(02:14):
the video. It helps with the algorithm. And also don't
forget to share and share this with other people and
invite them along to watch. We give a lot of
good information on here. It's free. You're not going to
get information this detailed in a lot of places, especially
not when it comes to strategy building for your home
(02:35):
care agency. So please, by all means, you know, join us,
let us know, let us know what you think. All right.
So Deanne Bolton, you are from uh Chattanooga, all right, fantastic?
All right, So if you have any questions. We are
(02:56):
monitoring this as you guys are seeing ask them down below,
and at the end of this I'll answer any questions
that you guys may have when it comes to the
topic at hand today. So let's go ahead and get started.
This is five steps to being able to identify your
ideal client. So number one, you got to start with
(03:21):
your why, all right, so before anything else, before you
do anything. When it comes to building out your marketing strategy,
your business development strategy, you know, you have to understand
why are you in this business? You know, what is
your mission and your vision? How do you build this out? Basically,
(03:45):
where are you, what are you trying to accomplish, and
where do you see your company going. So if the
more clear you are on your mission, on your vision
for your home care agency, the more people will have
better understanding as to you know, who your a good
client is. This guide This will guide who you want
(04:07):
to serve to you. It also means that your caregivers
will have a better understanding as to why you're doing this,
your referral partners, your office staff, and it'll build this
overall culture that's going to just generally improve your business. Okay,
So that's number one. Start with your why right Number two? Okay,
(04:34):
you want to analyze your current clients. Okay, so if
you've been in business for a while, you know what
who your clients are. But what you may not be
aware of is things like what's the average age? What
are your top three health conditions that you find that
(04:56):
people are coming to you for. What are the payment methods?
So are you finding that you're attracting a lot of medicaid,
a lot of medicare Are you attracting a lot of
private pay? Are you attracting you know, people with veterans benefits?
Are you attracting waiver? What is what is it that
(05:17):
you're attracting? Who? Which is the client that you are
most getting signing on for your services? Okay? You know,
just always keep in mind it's something that I say
a lot, you know, especially and with a lot of
my other clients. You're you have to find people that
are old enough. We're dealing in senior care, you know.
(05:40):
So you got to take a look and see where's
your client base. Are they closer to sixty five, are
they closer to eighty five? Where is it you know,
they have to be sick enough. So what that means
is they have to have enough complex medical issues, whether
those are you know, an injury, you know, some illness,
(06:03):
something like Alzheimer's, maybe they had a stroke, maybe maybe
they fell. Something has to happen that makes them sick
enough to justify going to a home care agency. And
then the last thing is they have to be able
to pay. Now that doesn't mean private pay only. If
your agency is focused on Medicaid, do they meet the
(06:25):
income requirements? Do you have to help them with the
application process or refer them someone that can? You know,
what is it that you who is your ideal client? Okay,
So now that we've done that, Okay, the next thing
we want to we want to focus in on is
we want to create what's called a client persona. Okay.
(06:47):
That means you're going to sit down and we're going
to play pretend. Okay, we're going to create this individual
or could be more than one, like, but we're going
to create this one individual that's going to be the
ideal client. So we've gone through, we understand who we want,
we know what our mission and vision is. We've gone
(07:07):
through our records and we've seen their ages, gender, health condition,
payment method which referral partners that came in. We have
all these patterns that we've pulled out of our data, right,
and if you're having issues doing that, you know, let
us know, reach out to us. You can schedule an
appointment with us by going through our website at the
(07:28):
Brionnisgroup dot com. And you know, this is one of
the services that we provide as part of an assessment.
All right, but you have all this wonderful data you've
analyzed that you're going through it. Let's go build this
person out. Let's say we have found that most of
our clients are eighty three years old and women. Well,
(07:49):
that would make sense in certain parts of the world.
Are the parts of the country we need to know
where are they? Let's say our top three conditions are Alzheimer's,
you know, people with hip replacements and COPD. Well, great,
those are the top three. Which one which one tends
to be at the top? Is it a combination of it?
(08:13):
All right? So now we've got this built out, We're
gonna give this woman a Name's call her Jill or
Jane or Mary, whatever you want to call her. But
you want to get this fictional person. You want to
build as highly a specific persona as you possibly can.
All Right, this is what's going to represent your ideal client,
(08:35):
and don't skimp out. Really make this a fun project.
If you have this with your team, you can do
this in a meeting session. You can really get into this.
Do things like the demographics, like what's not just their
their gender, but let's figure out what's their race. What
are the family dynamics. What are the biggest issues that
this person is gonna have when talking to you? Are
(08:57):
they trying to stay independent? Are the kids fine, overcoming
to live with them? Do they want to put them
in a home? What is their long term goals? You know,
how much money do they have, Like how long can
they afford to keep your service? Or if they're taking Medicaid,
are there any obstacles that are going to make them
not be able to continue to receive these benefits? Get
(09:19):
really specific this persona. You know it's going to keep
your whole team on the same page as to who
you're targeting, meaning your salespeople. When they go to facilities,
they'll know exactly what facilities to go to because they
know exactly who they're servicing. When you have your your schedulers,
your care managers, your case managers, your nurses. They're going
(09:41):
to know exactly who it is that your agency services.
And that means even even your newest caregiver it comes
on board. When it's all said and done, they're going
to be able to go out there into the community
the people they normally deal with, and they are going
to be able to find you new clients because there's
(10:03):
not going to be any ambiguity. They're going to be
very clear as to what this is. All right. So
now we've done that, we have gone through we understand
our mission and vision. We have analyzed our current client list.
We've got, you know, Jill, our make believe client that
we've created this entire persona over you know, let's just
(10:24):
say she's got three cats on a goldfish. You know,
like we've really gotten specific here. Now we've got to
take all of this and align our services to this person.
Is if they're private pay, great, let's build out a
set of services that are going to line up with this.
(10:45):
If they are long term care, if they're medicare, if
they are skilled, If our ideal client is a hospice
or palliative care patient, what isn't you know, we have
to make sure that we are all very clear as
to what we are going to accept private pay, long
term care, Medicaid, medicare VA, a combination of the two.
(11:08):
Are we looking for state waiver or county waiver? Are
we looking for dodd for a payer source. We got
to make sure that we have all of this because
this is our financial model and this is what's going
to help avoiding bigger billing mistakes or service mismatches down
the road. Okay, you want to make sure that again,
(11:29):
everybody is very well aware of your mission, your vision,
who your client persona is. You know, who is this
ideal person Everything is going to just line up when
it comes to that, all right, So number five most
important parts of the last part, right, You want to
make sure that you're using this persona to be able
(11:50):
to identify the professionals, facilities, and organizations that cater to
this ideal client. Right, hospitals that you want to make
sure that you're you're visiting hospitals that are in the
right zip codes. You want to make sure that the
skilled nursing facilities that service these hospitals that they they
(12:14):
align with your ideal client you want to make sure
if you're visiting these senior centers, the you know, funeral homes,
the the all sorts of people. Okay, you want to
make sure that all of these people they align properly
with your ideal client persona. You know, when you know,
(12:36):
if just as we move along, if you guys are
on my email list, you should have gotten this by now.
But on March sixth, we're actually going to be doing
a in person live session here in my offices in Indiana,
Indiana in Plainfields specifically very limited seating only. We only
(13:01):
accept up ten people at a time. But we're going
to be doing a full market research lunch and learn.
You know. That'll be that Thursday the sixth at twelve o'clock,
you know, but this week on February, February twenty fifth,
at one pm Eastern. And again, if you can't make
(13:22):
it live, it's all right, You'll you'll still be able
to You'll still be able to register and watch the replay.
Just live is always better because you get to ask
more questions. So the when you're going through all of this,
we're going to be talking about in depth how to
build this client persona. We have a full workbook that
(13:43):
we're going to take you through step by step so
that you can understand exactly what needs to happen for
you and your team to be able to identify your
client and streamline not just your operational process, but your sales,
your recruitment and everything else. All right, So if anybody's
got any questions, I don't see any in the chat,
(14:05):
and that's my fault, you know. We we kind of uh,
we're a little bit late for our Saturday live here.
But if you're watching us on YouTube on the replay,
by all means, please feel free, you know, like, subscribe,
share this if you're if you're seeing this as a replay,
invite others to join up. There's links somewhere below or
(14:28):
inside the if you're watching it on the Facebook group,
you know, and there's links available that where you can
join our email list if you're If you want to
stay on top of what we're doing and what we
have coming up soon, you know, give us a like,
share and subscribe and we'll catch you all next time.
And thanks again for watching. All right, you all have
(14:50):
a great rest of your weekend.
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