Managing several care homes means making sure every location feels part of the same family, keeps standards high, and continues to earn trust in its local community. It’s not just ‘doing marketing’, it’s creating a consistent experience across sites so families feel confident, teams know what’s expected, and enquiries stay steady everywhere.
Below, we share simple, proven ways multi-site operators keep visibility up, reputation strong, and every home supported, without adding pressure to already-busy managers. For a personalised roadmap, contact Care Connect Marketing today.
The Challenge of Multi-Site Marketing
When you run several care homes, the online side becomes more complex. You’re no longer thinking about one website page, one set of reviews, or one local reputation. Instead, you’re managing the digital presence of multiple homes, each in its own market.
The challenge is balance.
One recognisable brand across every home
Families expect the same standard wherever they look: website, Google, social media, reviews. If one home looks polished and another looks forgotten online, trust in the whole group can slip. The brand needs to feel consistent everywhere.
But every home needs to show up locally
At the same time, each location has its own community, competitors, referral routes and search area. Families don’t search ‘care group,’ they search ‘care home near me.’ So each home needs a clear presence in its own town, not drowned out under the group name.
And maintaining that across sites takes coordination
Multiple managers, multiple updates, different team pressures, different enquiry volumes…keeping every home’s online information current and consistent isn’t simple. A gap at one site can affect trust across the group.
For a multi-site operator, this means building a marketing framework that allows both the central brand team to maintain standards, and the local teams (or central team representing each site) to tailor messaging to each community.
Define Your Core Brand Difference, and Position Every Site Accordingly
With multiple sites, the risk is that each site becomes a generic listing in a sea of other care homes. Instead, you need a clear Unique Selling Proposition (USP) at the group level and a positioning for each site.
- Group Level
Think statements like ‘luxury specialist dementia care across the South East’ or ‘outstanding-rated family-run homes with a strong activity programme.’ - Site Level
Highlight what makes that site distinctive in its local market (such as coastal location, new facilities, specialist nursing wing, Parkinson’s care unit, or high staff-to-resident ratio).
A good starting point is knowing your audience. Keep in mind that not all would-be residents make their own decisions. Families often research on behalf of their loved ones, so you will likely be showcasing your site and services to them.
Supporting this with a strong brand identity and localised messaging ensures each location is both clearly part of the group brand and clearly relevant locally.
Digital Marketing Must Work at Both Scale and Site Level
Digital channels are now essential in the care home sector. But for multi-site operators, the scale adds complexity.
Some key digital levers you need:
Website Architecture
You may have a group site plus individual sub-pages for each home. Ensure each home has its own landing page, local address, unique content, local reviews, and mapped location. A strong website helps build trust and leads.
Local SEO
Each home must be optimised for its locality. This includes local keywords (such as ‘care home in X’ or ‘nursing dementia care near Y’), a Google Business Profile for each site, and local citations.
Paid Digital Ads
With multiple sites, you can tailor budgets by region and target audiences by postcode, keyword, or demographic.
Social Media and Content
Share stories, events, resident testimonials, and staff spotlights. This supports both brand (group-wide) and local community engagement. For example, social posts for each home showing local activity (such as day trips or celebrations) help the local feel.
Lead-Tracking and Conversion-Flow
With multiple sites, you must ensure that enquiries are correctly routed and that you track which channels or site pages generate leads, bookings, and tours. Centralised analytics and site-level insights both matter.
Recruitment Marketing: It’s Part of the Brand and Occupancy Story
With multiple sites, you have the dual challenge of resident occupancy as well as staff recruitment and retention. A strong brand and marketing presence help with both.
- Prospective staff search online, then see your brand and reputation as a caring employer. This is why optimised career pages, staff testimonials, and employer branding matter.
- When occupancy dips or staff shortages occur, you can use targeted campaigns (site-specific) to boost local enquiries. Multi-site operators can scale successful campaigns across homes, adapting by locale.
The Key to Marketing Strategies for Home Care Agencies
The care home market is highly competitive and increasingly online-driven.
Families researching care are more digital than ever, which is why a professional online presence and local visibility both matter.
With multi-site operators, the stakes are higher: inefficiencies or inconsistencies in marketing can mean lost occupancy, wasted spend, and a weaker brand reputation across the network.
On the flip side, do it well and you gain the benefit of scale and brand leverage: fewer duplicate costs, shared content, and central expertise (but with local execution)!
By embracing a strategic, dual-level marketing approach (brand and local), multi-site care home groups can not only fill beds and recruit staff more effectively, but also build long-term brand equity and operational efficiency.