Survey Confirms Senior Living Providers Can Compete in the Homecare Marketplace

When an aging loved one needs a little extra help, where do most families turn? 

At the HomeCare Advocacy Network (HCAN), we conducted a survey that shows the vast majority of family decision-makers would prefer engaging in-home supportive services before moving their loved ones to a senior living community.

“Our survey targeted women age 45-70 because we know they’re typically the primary decision-makers when it comes to caring for older loved ones,” said Mark Goetz, HCAN president, and CEO. “When additional care is needed, 85 percent of those surveyed said they would try supportive services in the home first, rather than moving to a community right away.”

In a new podcast, Goetz said the survey also yielded good news for senior living providers. 

“We asked how interested respondents would be if a respected local senior living community offered in-home services prior to moving into the community. Ninety-five percent of those surveyed said they would be interested or very interested.” Goetz said. “More importantly, nearly 50 percent of the respondents said they would likely engage a respected senior care community to provide in-home service over other options, including Home Instead (24%), Right at Home (15%), and  Senior Helpers (11%). That tells us that senior living providers can – and should – start competing in the homecare arena,”

Goetz added that more than 85 percent of respondents said if a senior care community is already providing aging loved ones with in-home care, it would positively impact the decision to eventually move them into that community.

“If a senior living provider also has a home care business, it will have an incredible number of strong leads. They’re already providing services and already building a close relationship with families. That will help ease and eventual transition into the community,” Goetz said. “The HCAN business format franchise partnership is designed to help providers take advantage of the traditional home care model that’s proven to be successful. HCAN experts provide the training, structure, and system support needed to help providers successfully add in-home services to their business while keeping their brand at the forefront.”

To learn more about the changing senior care landscape and how HCAN can be a game-changer for senior living providers, contact us at or 402.359.1996.