In-Home Services for Senior Living Providers.
Your Brand, Your Success, Our Support and Training.

In-Home Services for Senior Living Providers.
Your Brand, Your Success, Our Support and Training.


The HomeCare Advocacy Network is arming today’s spectrum of caregivers with hope, high-impact resources, and the promise of a better tomorrow.

Senior Living Community Home Services

These services are purchased by senior living communities. It is a unique white label franchising partnership, and a true disruption of the industry. Membership is fully supported by the HomeCare Advocacy Network, led by a team of passionate professionals, with years of proven expertise!


Dr. Joy Doll and Dr. Aaron Blight assisted in the creation of this useful information.

Aging in place and home care are the future of care for older adults across the world.

The senior living industry is a vital component of the long-term care delivery system. According to the Centers for Disease Control (CDC), National Center for Health Statistics (NCHS), there are approximately 28,900 assisted living communities offering almost 1 million licensed beds in America today which offer multiple levels of care, such as independent living, residential care, and skilled nursing care.

The traditional assisted living provider model includes defining characteristics including:

so that all residents may be co-located

to create and maintain such facilities

to facility property in order to receive services

from seniors required often prior to the start of services

While the traditional model of assisted living has been successful in the past, it is not the optimal solution for today’s seniors. Older adults now demand to age in place and enhance their living with technology to support independence at home. Here are key societal and market changes increasing the demand for home care services:

In 2019, for the first time in human history, there are more people over age 65 than under age 5. The number of people over age 65 will dramatically increase over the rest of the century, while the number of children under age 5 will remain constant. Till 2030, 10,000 older adults a day join Medicare.

Nine out of ten seniors want to remain in their existing homes for as long as possible but forty percent of those 65 and older need daily assistance. For many of these seniors, leaving their longstanding homestead represents not only a loss of independence but also a loss of identity and freedom.

Due to societal changes, most older adults live an average of 280 miles from their adult children and many adult children are employed making it challenging for them to provide the care that might be needed to help ensure aging in place. Additionally, informal caregivers, often spouses or adult children, need support with almost 20% being in fair to poor health themselves affecting their ability to care for their loved one and 70% report symptoms of depression.

According to the National Investment Center for Seniors Housing and Care (NIC), the occupancy rate for seniors housing slipped to 87.8%, the lowest rate since 2011, and inventory growth outpaced net demand. Some of the supply-demand imbalances in senior housing are the result of a potential overestimation of the need for new senior housing facilities over home care.

Home care can help maintain the health of an older adult and has been shown to reduce both hospitalizations and physician visits. Additionally, home care services reduce financial burden compared to institutionalized care. Home care also helps family members by reducing missed workdays and allowing them to focus on their work, not to mention the mental health burden removed from families through supportive home care.

Estimates suggest that about $1 billion will be invested this year in “aging-in-place” technologies, including artificial intelligence and home monitoring, that enable seniors to remain in their own home despite experiencing changes in daily living.

You can partner with the HomeCare Advocacy Network at the perfect time. The growing aging population offers many opportunities to serve and grow your business to support seniors as they age, in the most comfortable location: their home.


Senior living providers have an unprecedented opportunity to establish a CCAH service and enter the home care market with the support and guidance of an experienced franchisor. The HomeCare Advocacy Network (HCAN), led by executives from both senior living and home care industries, was created to guide and support senior living providers as they enter the home care market to deliver CCAH. There is no other franchisor with such an offering tailored to senior living providers ready to take on the market changes currently at work.

The HCAN offers a white label franchise for senior living providers to introduce home care to their business, which permits senior living providers to dovetail all home care marketing with their existing senior living marketing efforts. Alternatively, the HCAN also permits senior living providers to be licensed to operate as an independently owned and operated franchise of X brand.


We have built our brand and offering around what is most important to you, YOUR name and YOUR brand.

a. If your community is currently called “Heritage Communities” you can be Heritage In-Home Services – supported by The HomeCare Advocacy Network. Your name, your brand.

b. Built to be competitive with local in-home services providers in all aspects of your business from recruiting, sales and marketing and finance and operations.

Provide a True In-Home Services Business Structure

a. Have caregivers check in and out of work shifts both on and off campus, with their payroll record tied to a billing record.

b. On-demand access to the client’s care plan for family members and ease of interactions with the home services team.

c. Home care operator business training that is evergreen and that exists outside of the silo of the senior living community. Training focuses on the successful running of the business from sales and marketing to operations and finance.

d. Continuous support for the successful operating of the in-home services business by the corporate team at HomeCare Advocacy Network.

e. A complementary but separate model that collaborates, shares leads, shares clients and provides a recruiting pipeline for your community.

Ensure Your Brand’s Success by Capturing Relationships NOW Instead of Letting Someone Else Capture Them

a. In-home services clients will ONLY be served by someone else, other competitors, unless you step forward and create your own ability to serve families and seniors who are investigating aging in place options

b. Build your own in-home services clientele to control your own future

c. Your organization already does GOOD, with HCAN you are empowered to do MORE GOOD!

Ignoring the Aging in Place Opportunity Doesn’t Change Reality

A senior living organization’s biggest competition is the “home” and the relative freedoms and security the senior’s home offers to the senior and their loved ones. HCAN gives you every opportunity to capitalize on strong local market presence, the ability to recruit and retain caregivers, successfully provide creative on-site care while creating your own market share for aging in place services off campus and helps lead you to overall financial and operational success.



    1. National Center for Health Statistics. Long-term care providers and services users in the United States: Data from the National Study of Long-Term Care Providers, 2015– 2016.

    2. Medicare Payment Advisory Commission (2015). Report to the Congress: Medicare and the health care delivery system. Retrieved from source/reports/june-2015-report-to-the-congress-medicare-and-the-health-care-delivery- system.pdf

    3. Home Care Association of American (2016). Caring for America’s Seniors: The Value of Home Care. Retrieved from

    4. Edwards, VJ, Bouldin, ED, Taylor, CA, Olivari, BS, McGuire, LC. Characteristics and health status of informal unpaid caregivers – 44 states, District of Columbia and Puerto Rico, 2015-2017. MMWR Morb Mortal Wkly Rep 2020;69:183-188. DOI: icon

    5. National Investment Center for Seniors Housing & Care (2019). Senior Housing Occupancy Weakens Nationwide in Second Quarter, 2019. Retrieved from second-quarter-2019/

    6. Holly, R. (2019). Aging in place positioned to “upend” senior housing. Retrieved from senior-housing%EF%BB%BF/

    7. Henry, J., Pylypchuk, Y., & Patel, V. (2018). Electronic Health Record Adoption and Interoperability among U.S. Skilled Nursing Facilities and Home Health Agencies in 2017. Retrieved from 11/Electronic-Health-Record-Adoption-and-Interoperability-among-U.S.-Skilled-Nursing- Facilities-and-Home-Health-Agencies-in-2017.pdf

    8. Bodenheimer, T., & Sinsky, C. (2014). From triple to quadruple aim: care of the patient requires care of the provider. The Annals of Family Medicine, 12(6), 573-576.