How To Set Your Rates

Most Home Care owners set their rates based on what competitors are charging.

That’s a dangerous way to run a business.

Your rates should be built around:
• Your caregiver pay model
• Overtime exposure
• Travel time costs
• Admin overhead
• Desired profit margin
• Market positioning

If you don’t know your true cost per billable hour, you’re guessing.

And in Home Care… guessing usually leads to:
→ Growing revenue but shrinking margins
→ Constant cash flow pressure
→ Caregiver turnover
→ Owners working harder without actually making more money

Strong agencies don’t just “pick a rate.”

They build rates intentionally around operational reality and financial targets.

Because the goal isn’t just to stay busy.

The goal is to build a business that can scale profitably without burning out the owner.

Build the system, so you don’t have to BE the system.