If you are married and/or in a committed relationship. I want you to think about what it was like when you first met them.

Maybe you wanted to ask them out, or you’d already gone on a few dates and were hoping to take things to the next level.

Chances are, you didn’t just sit back and wait. You did what any smart human does when they’re trying to build a meaningful relationship:

You courted them.

You were intentional. You showed up. You made them feel seen and understood.

You probably did things to build trust like doing nice things for them …not just once, but consistently. 

Then at some point, they likely started thinking, “How did I ever live without this person?”

And the relationship and bond was formed……

It’s not that much different when it comes to your referral sources — the hospital case managers, discharge planners, social workers, rehab directors, and other professionals who control the flow of potential clients into your agency.

No….you’re not courting them for a romantic relationship, but you are still trying to nurture and foster a professional one.

Too often, I see home care owners completely overlook the wooing process in their business relationships.

They think that they can just drop off brochures.  Blab about how awesome their company is. 

Maybe even buy their way to a relationship.

It’s shallow. It’s empty.  And that’s a huge miss.

Because when it comes to marketing and sales in home care, this is the work.

The Question Everyone Asks: “What Do I Say When I Go Back?”

This is probably the most common question I get from coaching clients:

“I made a great first visit to the referral source. They were nice, polite… but I haven’t heard anything since.

Should I follow up? What do I say? Am I annoying them?”

Here’s what I want you to remember:

Follow-up isn’t annoying when you’re adding value.  Just like when you were courting your partner, you likely did things to add value. 

You created an experience.  You showed genuine interest.  You did nice things for them.

You can read 100 business development books or download all the sales scripts in the world, but if you don’t understand this one principle, your results will be hit or miss:

Add Value to the Relationship. It’s Not About You.

What Does “Value” Actually Mean?

Let’s get one thing straight — when I say “add value,” I don’t mean gift baskets and pens with your logo.

Sure those things can help to build goodwill, like when you bought a gift for your partner or brought flowers. 

For most of you, your partner didn’t marry you because you bought them things.

What I’m talking about is intrinsic value. 

Value is not what you think it is — it’s what they perceive it to be.

And what most referral sources want isn’t swag or snacks. They want:

• Communication
• Clarity
• Confidence that their patients will be in good hands
• To look good to their boss or their team
• Less stress on their already overloaded plate

That’s the kind of value you’re aiming to deliver.  Yes…they’ll take and eat the snacks.  And it might get you a “referral” here and there, but it typically doesn’t last.

Just like those of you who dated someone because they bought you things, it was a superficial relationship.  The depth is what’s underneath.  This is where you can shine.

Value-Based Selling ≠ Transactional Selling

Traditional selling is about convincing someone to say “yes.”

Value-based selling is about building a relationship where “yes” becomes the obvious next step.

It’s not pushy. It’s not about closing. It’s about aligning what you offer with what your referral source needs, and showing them…consistently…that you can be trusted with that responsibility.

That kind of trust doesn’t happen in one visit. It takes time. But it pays off in the form of ongoing, qualified referrals.

The Wooing Process: How to Add Value Strategically

Here’s how to shift your thinking and approach your referral sources like you’re building a real relationship (because you are).

1. Get to Know Them First

You can’t add value until you understand what they care about.

• Are they active on social media?
• Have they referred clients to you before?
• How often does private duty come up for them?
• What kind of cases do they handle most often?
• Do they work in a facility with high readmission rates?
• What matters to them with the discharge process?

Dig deep. Ask thoughtful questions. Observe. Follow them on LinkedIn. Look for clues.

Remember, you’re not looking for ways to pitch — you’re looking for ways to connect.

2. Show Up with Value, Not a Sales Pitch

Once you have a sense of what they care about, start building that relationship brick by brick — just like you would with someone you’re dating.

Here are a few value-based ways to follow up:

✅ Send updates on referrals they’ve already given you. Let them know how the client is doing.

✅ Visit clients they’ve referred in the hospital or rehab facility and share feedback.

✅ Offer useful info on your partner services — like physical therapy, meal planning, or medical alert systems.

✅ Bring articles or tools related to their work (e.g., “How to Communicate with Difficult Families”).

✅ Send invites to upcoming industry events, webinars, or CEU trainings.

✅ Give small promotional items sparingly, only if they’re relevant (ex: caregiver emergency kits or patient discharge planners).

Every time you show up, think: What can I give, not what can I get?

3. Make Goodwill Deposits Before Asking for Anything

When you add value consistently, you’re making what I call goodwill deposits. Over time, those deposits build up a sense of reciprocity and trust…. the foundation of every great referral relationship.

Eventually, they’ll reach a point where it feels natural to give back — often in the form of referrals. But that only happens if you show up consistently without making it all about you.

Here’s the truth:

When you become the home care provider who makes their job easier, you often become the first person they call.

This Is Not always a Fast Game (although sometimes it can be)

…. But It’s the Right One

Look, I get it. You want referrals now. You’re busy. Your census is not as high as you would like. Your marketers are overwhelmed. It’s tempting to look for quick wins.

But building solid, value-driven referral relationships is not a sprint. It’s a long game….and it’s the only game that works in today’s market.

People refer to people they trust. People trust those who show up, add value, and don’t make it all about themselves.

That’s you — if you commit to it.

A Final Word: Be Intentional

Just like dating, you can’t wing it.

Be intentional with your follow-ups:

• Plan your visits in advance
• Decide what value you’ll bring each time
• Keep notes on what matters to each referral source
• Track your goodwill deposits and follow-through

That kind of strategic, thoughtful consistency is what separates top-performing agencies from those stuck in referral droughts.

Value First. Always.

When in doubt, go back to the relationship metaphor. Would you propose to someone on the second date?

Of course not.

You build trust, add value, and let the relationship grow.

Do the same with your referral sources.

Court them. Support them. Make their lives easier.

When you do that — the referrals will follow.

Want Help Creating a Value-First Marketing Plan?

Message us to learn more about how you can take this value add approach as a key component of integrating a sales system in your home care agency that will help you scale your home care business. 

Referrals are earned — and earned through value.

You’ve got this.

To your Next Home Care Revenue Breakthrough,

Gregg Mazza