How to Run a Home Care Business Profitably in Australia

The growing demand for in-home aged care in Australia presents a remarkable opportunity for providers. However, with this opportunity comes increasing competition, rising costs, and high expectations for quality.

Contrary to popular belief, profitability in home care doesn't come from cutting corners, it comes from working smarter. That means embracing efficient systems, focusing on what you do best, and planning sustainably.

In this guide, we break down five essential pillars that can help providers build a high-quality, financially sound home care business.
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1. Stop Chasing Clients - Let the Right Platforms Do the Work

In the early stages of business, it’s tempting to pour resources into client acquisition - paid ads, letterbox drops, cold calls. However, this approach often drains time and money that would be better invested in developing a high-quality service and strengthening internal operations.
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Why Not Chase Clients?
Because it often takes a lot of time to find and convert each client - time that could be better spent delivering services or strengthening operations. The longer it takes to secure a client, the more it costs your business in wages, admin hours, and lost opportunities. In the early stages, this can drain resources and slow down growth without generating consistent revenue.

Instead, it is recommended to focus on smarter visibility strategies. There are a number of providers who connect with conversion ready users. However, all of them vary in quality, and consistency. That’s where Aged Care Choices (ACC) makes a real difference.

We connect providers with conversion ready users referrals - people actively looking for care. Our platform also offers enhanced visibility, localised targeting, and tailored marketing solutions. So you can spend less time chasing, and more time caring.

2. Control Costs Without Cutting Corners

To run a sustainable business, you must strike a balance between service quality and financial control. Cutting corners may lower immediate costs, but it risks damaging your reputation and client retention in the long run.

Here’s how to control costs smartly:

• Optimise Workforce Mix: Balance full-time, part-time, and casual workers based on client demand. This gives flexibility without overcommitting to fixed wages.
• Smarter Rostering: Use tools to group shifts by geography, reducing travel time and mileage costs. Also, avoid gaps between shifts that lead to inefficiencies.
• Hybrid Admin Models: Reduce office costs by using remote admin staff, virtual assistants, or shared service hubs. You don’t need a full-time team in-house to manage payroll or rostering.

Efficient backend planning means your funds go where they matter most i.e. client care.

3. Embrace Technology to Reduce the Admin Burden

Technology isn’t just about going paperless; it’s about creating a leaner, more profitable business model. Admin-heavy providers bleed cash in staff hours, compliance fines, and missed invoicing.
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How Tech Powers Profitability:

• Saves time: Automation replaces repetitive tasks.
• Reduces errors: No more manual mistakes in payroll or compliance.
• Improves cash flow: Faster billing = faster payments.
• Increases visibility: Know exactly where your business stands, daily.
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Tools That Make It Happen:

Tools like Imploy, Shiftcare, and CareMaster are few of the leading platforms in Australia, designed specifically for NDIS and home care providers. It helps streamline your entire operation:

• Automate rostering, invoicing, and payroll
• Monitor compliance with instant alerts for expired documents
• Track budget utilisation and reduce funding waste
• Equip field staff with mobile tools for live updates, care notes, and attendance

By integrating tools like Imploy into your workflow, you reduce overheads and redirect staff time to client care and growth.
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4. Recruit and Retain the Right Support Workers

Your support workers are the heart of your home care business,  and finding the right people (and keeping them) is critical to long-term success. Here’s how to build a strong, committed team:

1. Hire for Values, Not Just Skills
Look beyond qualifications. Prioritise candidates who show empathy, patience, and a genuine commitment to care.

2. Offer Flexible Scheduling
Give staff the ability to choose shifts that suit their lifestyle - it boosts morale and reduces turnover.

3. Recognise and Reward Effort
Regularly acknowledge good work with simple gestures like thank-you messages, staff spotlights, or small incentives.

4. Invest in Career Growth
Provide training, mentoring, and opportunities to upskill so workers feel supported and see a future in your organisation.
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5. Minimise Client Churn by Building Trust and Continuity

Acquiring a new client costs 5 times more than retaining an existing one. That’s why the key to profitability is loyalty and longevity.

Here’s how to build client trust:

• Assign consistent carers to foster comfort and familiarity.
• Communicate clearly and regularly - no one likes to feel left in the dark.
• Act quickly on issues before they escalate or trigger complaints.

Happy clients stay longer and refer others. Word-of-mouth is still one of the most powerful (and cost-effective) marketing tools in aged care.
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Conclusion

Profitability in home care doesn’t mean doing more. It means doing the right things smarter.

From smart staffing and targeted marketing to embracing admin-reducing technologies, every decision you make either strengthens or strains your bottom line.

With the right tools and partnerships, like the high-intent referral network and provider support from Aged Care Choices (ACC), you can build a home care business that’s not only sustainable but thriving.
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Need help growing your home care business profitably?
Connect with Aged Care Choices today for referral solutions, provider support, and operational tools built specifically for aged care providers.
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‍FAQs

1. How much should I spend on marketing?
Keep it lean. Focus on high-quality leads from platforms like ACC instead of broad, expensive ads.

2. What tech tools do I need?
Rostering/payroll software (like Imploy), compliance trackers, and mobile apps for support workers are essential.

3. How can I reduce support worker turnover?
Offer flexibility, recognition, training, and consistent shifts to keep staff engaged and loyal.

4. Should I hire staff or use subcontractors?
A mix works best. Use permanent staff for regular clients and casuals for flexibility.

5. What hurts profitability the most?
High staff or client turnover, poor rostering, unpaid invoices, and compliance issues.

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