How Right at Home Supports Franchisees Through Marketing and Local Growth

Watch the full interview on our YouTube Channel.

When people explore Franchise Ownership, marketing is often one of their biggest questions. How will customers find me? How do I recruit caregivers? Do I need marketing experience? What kind of support will I receive?

During a recent Tuesday Talk, Jen Chaney, Sr. Vice President of Franchise Development, and Dawn Drazdys, Chief Marketing Officer, spoke about how Right at Home’s marketing strategy helps Franchise Owners build Brand awareness, generate leads, recruit caregivers, and establish themselves in their local communities.

Understanding Brand Fund

One of the most common questions prospective Franchise Owners ask is about Brand Fund.

At Right at Home, Franchise Owners contribute 2% of their revenue to the Brand Fund, which supports national and local marketing initiatives to build awareness and generate leads.

“The goal of our Brand Fund is to help drive awareness of the Brand and direct leads to local offices,” Dawn said.

Unlike some Franchisors that focus exclusively on Brand awareness, Right at Home takes what Dawn described as a “full funnel” approach. Marketing efforts are designed to reach potential clients and caregivers at every stage of their decision-making journey.

These efforts include:

• Television and streaming advertising
• YouTube and online video campaigns
• Social media advertising
• Display and retargeting ads
• Search engine marketing
• Lead generation partnerships
• Caregiver recruitment campaigns

The Brand Fund also supports outreach to referral sources, including hospitals, rehabilitation facilities, social workers, financial planners, and other professionals who regularly connect families with care services.

Building Relationships in Your Community

While digital marketing is an important part of growing a home care business, Dawn emphasized that local relationship-building remains one of the most valuable marketing opportunities.

“I think the most important relationship is the referral relationship,” she said.

Referral sources often become trusted partners who repeatedly recommend home care providers to families in need. Building those relationships requires consistent outreach, education, and follow-up.

For Franchise Owners, this means becoming visible in the community and establishing themselves as a trusted resource for seniors, families, and healthcare professionals.

Support for New Owners

Many prospective Franchisees worry about entering an industry where they have little or no prior experience.

According to Dawn, Right at Home provides extensive support to help new owners confidently connect with referral sources and market their businesses.

Through the company’s digital asset management System, known as Brandfolder, franchisees have access to resources tailored to different referral audiences. These materials include:

• Audience-specific sales resources
• Messaging guidance
• Educational Materials
• Training webinars
• Sales support tools

During initial training, Franchise Owners also learn how to identify and connect with key referral sources in their market.

Whether someone comes from healthcare, Corporate leadership, sales, education, or another professional background, the goal is to ensure they have the resources needed to start building local relationships from day one.

Marketing Priorities for a New Franchisee

When asked what her first local marketing priorities would be if she were opening a Right at Home office today, Dawn’s answer was simple: First, make sure people can find you. That includes establishing a visible office presence and ensuring local branding is in place. Beyond that, Dawn emphasized the importance of lead management and conversion.

“The most important thing is answering the telephone,” she said.

Right at Home’s marketing programs are designed to generate inquiries, but Franchise Owners also need processes in place to respond quickly, schedule consultations, and convert those opportunities into clients. Right at Home offices often see strong conversion rates, especially when compassionate and knowledgeable team members are guiding the conversation.

Website and Digital Marketing Support

A common concern among prospective owners is whether they’ll need technical expertise to manage their website.

The answer is no.

When Franchise Owners join Right at Home, the marketing team creates and manages their website as part of the company’s larger digital ecosystem.

Local websites are customized to reflect each Franchise Owner’s market, team, and community, while the Corporate marketing team handles:

• Website development
• Technical SEO
• Metadata management
• Ongoing optimization
• Search visibility improvements

Each Franchise Owner is also paired with an Online Marketing Specialist who helps guide their digital marketing efforts and recommends monthly initiatives to improve online presence.

One recent example focused on helping Franchise Owners gather and showcase online reviews, a critical part of building trust with prospective clients and caregivers.

Social Media Made Easier

Social media can feel overwhelming for many new business owners, but Right at Home provides support there as well.

When a new Franchise opens, the marketing team helps establish its Facebook presence and provides regularly scheduled content. Franchise Owners can then supplement those posts with local stories, employee recognition, community involvement, and other market-specific content.

The company also provides tools, resources, and training to support additional platforms like LinkedIn, Instagram, and Facebook.

Dawn noted that local content often performs best because it allows Franchise Owners to showcase what is happening in their communities while positioning themselves as thought leaders in the senior care space.

The Value of Public Relations

Marketing and Public Relations often work hand in hand, but they serve different purposes.

Right at Home’s public relations efforts help position Franchise Owners as local experts while increasing community awareness of home care services.

Throughout the year, the company pitches stories tied to seasonal topics, community initiatives, veteran programs, caregiving trends, and other relevant news opportunities. When local media outlets express interest, the Corporate Team works directly with Franchise Owners to prepare them for interviews and maximize the opportunity.

The company also supports new Franchise Owners with grand opening publicity, ribbon-cutting announcements, and community introductions to help establish visibility from the start.

A System Designed to Support Growth

Marketing is an important part of building any business, but one of the biggest takeaways from this Tuesday Talk was that Franchise Owners don’t have to do it alone.

From national advertising campaigns and digital marketing support to social media resources, public relations opportunities, and relationship-building tools, Right at Home provides a comprehensive marketing system designed to help Franchisees attract clients, recruit caregivers, and grow their businesses.

As Dawn summed up throughout the conversation, success in-home care marketing comes from combining strong Brand support with meaningful local relationships, allowing Franchise Owners to focus on what matters most: serving families in their communities.