A Home Care Agency Owner’s Guide to CRM Software

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Creating a consistent, effective sales process for your home care agency starts with choosing a good CRM.

In a recent webinar, we gathered four experts from around the home care industry to talk about marketing, sales, and the best strategies for growing a home care agency. One principle that came up again and again during this discussion was the importance of consistent, scalable processes for marketing and sales—particularly, how to use CRM software to make sales more efficient and effective.

Many, many webinar attendees—as well as agency owners commenting on our blog and asking us during phone calls—have asked about the benefits of CRMs and how to choose a good CRM. Here’s what you need to know.

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What is a CRM?

CRM stands for Customer Relationship Management. Essentially, a CRM helps you organize all your sales and marketing in one place and manage them more efficiently. For instance, you might use a CRM to log every referral you receive, where they came from, and all of your communication with both the referral source and the referrals themselves so that you can make sure you’re following up in a timely manner.

How is a CRM different from your regular scheduling software?

We should mention that many scheduling software providers include the option to use a CRM built into their system—that said, CRMs are different from scheduling software in that the primary purpose of a CRM is to help you track sales and marketing, rather than client visits and staffing operations.

What does a CRM do?

A good CRM can accomplish a variety of tasks for you, such as:

  • Tracking every potential lead and logging all of your communication with them

  • Reminding you when it’s time to follow up with a lead, and even letting you send emails or make phone calls through its system so that the communication can be recorded for future reference

  • Tracking how many referrals you receive from each referral source, and even helping you compare referral source using stats like lifetime value per client, total billable hours, volume of referrals, and more

  • Automating emails so that you can send hundreds of emails in the amount of time it takes to create one email

  • Tracking your communications with referral sources—even logging things like how frequently you’re dropping off brochures, etc.

  • Helping you create a consistent sales process that can be scaled and improved easily

  • Helping you continue to track communication and engagement even after leads become clients

What results can a CRM deliver to your home care agency?

At this point, you’re probably already thinking about the ways in which a CRM could save your team time and money. Using a good CRM for your home care agency can:

  • Drastically reduce the time and money you spend on sales and marketing by helping you contact and progress leads much more efficiently

  • Show you where to put your energy by helping you track the data on which referral sources and marketing channels are delivering you the best results

  • Enable you to close with more leads by guaranteeing prompt follow-up

Research has even shown that a CRM can increase small business sales by 41% and return an average of $7.81 for every $1 you spend.

How to Choose a Good CRM

Many scheduling software providers such as MatrixCare, AxisCare, and ClearCare include a CRM built in to their existing platform at little or no additional cost. If your scheduling software provides a CRM, it may be a simple matter of learning how to use these features and training your staff.

If your scheduling software does provide a CRM, this is probably the best option for your home care agency as these CRMs will be built specifically with home care in mind and will be easier to learn because it’s in a program you’re already using. If your software provider doesn’t provide a CRM, however, there are still plenty of great options, including:

Salesforce. Salesforce is the 800-pound gorilla of CRMs. It’s the original CRM, and probably the most robust in terms of the features that it offers. There’s unlikely to be a feature you want that isn’t offered by Salesforce—it even offers a CRM specific to care-based businesses. Salesforce is a good option to look into, especially if you have a larger sales team than most agencies or are looking to scale across multiple locations.

Isoratec. Isoratec isn’t as robust as Salesforce, but it’s very affordable and comes with features like referral source tracking.

Hubspot. HubSpot is an excellent CRM and comes with the advantage of being free. The  only downside is that it isn’t HIPAA compliant, so you can use it for leads and referral partners but not for onboarded clients.

NOTE: Whatever you choose, make sure you check that the CRM is HIPAA compliant.

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Don’t Be Intimidated—Most CRMs Try to Make it Easy For You

Adopting a new software program, especially one that can do as much as a CRM, can be intimidating; however, you shouldn’t worry too much. Because CRMs are designed to help other  businesses serve their customers better, they’re great at helping their own customers. Most CRMs are very intuitive to use, are full of free resources and training videos to help you learn their software, and have great customer support willing to answer your questions 24/7.

What other questions about CRMs can we answer for you? Let us know in the comments below—and don’t forget to subscribe to our blog for more articles like this!

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Mar 6, 2019|Categories: Articles, Grow Your Agency|

About the Author:

Connor is a project manager at Home Care Pulse with experience in marketing, training, and recruiting. Prior to working at Home Care Pulse, he managed multiple businesses in the service industry and helped them achieve seven-figure growth within three years. He has also worked as educational training director and a marketing manager. On any given Saturday, you can find him skiing, hiking, or rock climbing with his wife.


  1. Tony Onaissi March 7, 2019 at 11:11 pm - Reply

    Nicely written Connor ! The key is to have all sales information in one place and this is why a CRM is an excellent thing to have. Our solution, Isoratec, stores all information in one place on the cloud with the very robust Amazon Web Services.

    Here are some of our key features:

    A mobile app that works offline and comes with a sales app tracker
    Tracking of all sales expenses
    Direct link to CMS data
    Assigning any language to any user (for multi-cultural areas)
    Embedded tutorials such as videos and tool tips

    I just thought that the above would help your readers.



    • Connor Kunz March 8, 2019 at 10:43 am - Reply

      Thanks for the info!

      • Tony Onaissi November 17, 2019 at 6:11 am

        Hi Connor,

        Apologies but I just saw it your comment.Here is what is new with isoratec:

        For a limited time we are uploading valuable Medicare Physician data on our CRM. This allows post-acute care providers to target physicians in order to grow their census, especially as PDGM starts in 2020. Furthermore, we automatically compute mileage and capture expenses on one report through our iOS mobile app. One more cool new feature is the grade report card that ignites inter office competition among the reps.

        Finally, you should know that your articles are read a lot by visitors. This is as per our site’s Google Analytics data.


    • Greg May 12, 2019 at 10:29 am - Reply

      Thanks Tony. Could you comment on how the Isoratec CRM solution differs from that in AxisCare?

      • Tony Onaissi November 17, 2019 at 6:06 am

        Hello Greg,

        Apologies for the late reply but I just saw it :)
        Isoratec is very affordable as for a limited time we are uploading valuable Medicare Physician data on our CRM. This allows post-acute care providers to target physicians in order to grow their census, especially as PDGM starts in 2020. Furthermore, we track the reps’ travel route and automatically compute mileage through our mobile app. One more cool feature is the grade report card that ignites inter office competition among the reps.

        Hope this helps!

  2. Katty August 1, 2019 at 8:07 am - Reply

    Thanks for sharing great info & I am looking forward to your next post

  3. John Wesley September 17, 2019 at 3:23 am - Reply

    Thanks for sharing this Article! Exactly what I was searching for. Definitely subscribing for more such article.

  4. Custom Made CRM December 19, 2019 at 6:04 am - Reply

    A CRM is place or tool where all types data has been stored. CRM is necessary for every B2B company and its make easy to handle data from multiple locations. CRM help do more things in less time and give a forward view to your Business.

  5. Tony Onaissi February 22, 2020 at 11:32 am - Reply

    Hi guys,

    This is an update re: Isoratec’s latest tools:

    Built-in function to let you download CMS referral data for the area you want.
    Built-in system on mobile devices to ensure that your marketers get pre-qualified referrals for a PDGM admission.
    A unique “grade card” system allows you to “grade” your marketers based on a variety of different metrics. This can be used to help marketers compete against each other to bring you more and better referrals.
    Isoratec is HIPAA compliant.

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