Scaling a home care business from $11 million to $21.6 million in just two years is a remarkable achievement—one that is made possible through an unwavering focus on customer service, a high sense of urgency, and empowering coordinators with full autonomy. Here’s how my experience as a Scheduling Coordinator early in my career revealed that prioritizing these core values can drive significant growth, even in the highly competitive and demanding home care industry.
A Start in Home Care: Built on Service, Urgency, and Autonomy
Nearly a decade ago, I began my journey in the home care industry as a Scheduling Coordinator at a fast-paced branch in Bala Cynwyd, Pennsylvania. While the training I received was minimal, the core principles that guided my team were clear from the start: provide exceptional service, act with urgency, and give coordinators the autonomy to make real-time decisions.
Our team consisted of a small but dedicated group: an Executive Director, a Community Relations Director, Clinical Supervisors, and a handful of schedulers. We had steady revenue—about $230,000 weekly—but we knew we could do more. Our key objective was simple: to proactively connect with, support, and do right by our caregivers and patients.
The Formula for Growth: World Class Service
While we didn’t have a large sales team or an aggressive recruitment drive, we found that the key to success lay in proactive communication and absolute accountability of our scheduling team. We made it a point to never let a phone call go unanswered, whether it was from a patient, caregiver, or prospective employee (24/7/365). On any given day, we might have hundreds of calls coming in from people needing care or work. The goal was simple: respond to everyone promptly, make real time decisions on the phone, and provide a personal touch.
Our team also set the tone by ensuring that every patient, caregiver, and referral source received a customer service call at least twice a month. These calls were more than just check-ins; they were opportunities to listen, learn, and understand the needs and concerns of both parties. By staying in constant communication, we were able to address issues before they became problems and communicate our wins with our referral partners.
Building Trust Through Urgency & Consistency
In our high-pressure environment, there was no room for missed shifts or last-minute cancellations. We implemented systems to track staff availability and ensure that caregivers were consistently showing up on time. Any unfilled shifts were unacceptable, and we took it upon ourselves to fill them quickly—often after hours and on weekends. Our commitment to responding to these challenges in real-time built trust with both clients and caregivers, showing them that we would go the extra mile to meet their needs.
Our success didn’t come from flashy marketing or large sales initiatives—it came from our relentless focus on service. Over time, our reputation began to spread. Caregivers across the region started to talk to each other about us. Patients shared their positive experiences with friends and family. Referral sources would share their service updates with their colleagues. This word-of-mouth marketing was our most effective tool, and as a result, our business began to grow exponentially.
Empowering Staff for Success
One of the most crucial elements in our success was giving coordinators the autonomy to make decisions on the spot. We didn’t rely on upper management for approval on every small detail—coordinators had the authority to handle caregiver pay rates, bonuses, overtime, and other urgent needs in real time. This empowered us to act quickly and decisively, demonstrating to caregivers that we valued their time and contributions.
Empowering coordinators to make decisions not only created a sense of ownership and responsibility, but also helped meet the individual needs of caregivers. Whether it was adjusting schedules, offering flexibility, or recognizing exceptional performance, our coordinators responded quickly and empathetically. This approach kept caregiver morale high and turnover extremely low and contributed directly to our ability to meet patient needs.
Additionally, leadership would track key metrics like weekly staffing percentages, direct labor costs, bonuses, regular open shifts, and call-offs. Using this data helped us improve our services, anticipate staffing needs, and set the financial guardrails, to which we (the schedulers) were accountable.
Conclusion: A Customer-Centric Model for Home Care Success
The most important takeaway from my experience in scaling a home care business is that service is the foundation for growth. By prioritizing proactive communication, responding to needs with urgency, and empowering staff with the autonomy to make real time decisions, home care businesses can create a cycle of trust and loyalty that propels them forward, even in the most competitive markets.
When coordinators and staff are given the tools and authority to provide excellent service, the results speak for themselves. Service isn’t just a key differentiator—it’s the catalyst for sustained, organic growth and long-term success in the home care industry.