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SWAT_Enablement_Overview_and_Toolkits.txt
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Intake SWAT: Your Role
The Intake SWAT Team: Web Form
You are the first voice someone hears after they’ve taken the step to submit a web form, ideally within minutes of hitting “Submit.” That moment is our best chance to turn interest into action.
Missed conversion opportunities related to webforms is a TOP priority at this time. If we can unlock a way to convert even a small percentage of the currently lost leads into assessments and starts of care, this can have a tremendous impact on the company.
You have been personally selected because we think you will be able to support this high priority initiative by 1. Improving conversion and/or 2. Unlocking learnings that will allow us to pivot and better understand why we are not converting.
Your Role
Your role in the SWAT call is two-fold: We want to improve conversion. We also want to learn.
1. Convert the opportunity: Build immediate rapport, establish trust, and guide them toward scheduling an assessment or first day of care on that same call whenever possible.
2. Diagnose the “why” — If they don’t move forward, you capture exactly why: was it speed (someone else called before we did), price, follow-up, readiness, service fit, the caller was looking for something else entirely, or something else? That intelligence will shape how we improve so your accurate documentation of why leads are/are not converting is critical.
Web form leads are different from general intake calls:
* Speed is the game — Speed always matters, but especially with webforms. these families may have submitted multiple inquiries and will often go with whoever responds first and best.
* Conversation needs to move faster — they’ve already “raised their hand,” so we connect quickly, qualify, and pivot to scheduling an assessment or consultation.
* Objection handling is critical — price, timing, and readiness will surface early.
* We are here to win or learn — either we close them or document exactly why we didn’t, so we can remove the barrier.
Your SWAT Standard for Webform Leads
* Call First — Always attempt a phone call before text or email. The potential client does list their preferred mode of contact so if they don’t answer, you can shift to their preferred mode, but phone is always your best option to showcase TheKey.
* Use the Data — Even if the note is brief, it’s your springboard to a warmer, more relevant opening. Webforms give us a window in the client before we reach out to them–we don’t typically have that benefit, and we should utilize it!
* Document Precisely — The “why” matters as much as the outcome — speed, price, follow-up, readiness, calling for a different service, or unreachable and what stage we lost them are all critical pieces of information at this time.
Drop in any proposed updates to any part of the intake process in the document below:
Proposed Intake Enhancements
🌐 The Webform Advantage
The Webform Advantage (Use It!)
When a prospective family fills out a webform, they’ve taken a meaningful first step toward exploring care — often after comparing multiple providers online. This is not a cold call — it’s a hand-raise.
Unlike inbound calls where you’re starting from zero, the webform often contains valuable pre-qualified details you can use to:
* Anticipate their needs
* Identify potential fit before you call
* Personalize your opening so it feels relevant, not scripted
See below for an example of a webform.
What the Webform Tells You
Examples of useful fields you might see:
* Name + Relationship: Who submitted the form and who care is for.
* Contact Info: Phone, email, and sometimes best time to reach.
* Zip Code: Immediately tells you if the location is within our service area.
* Where They Are in the Care Journey: Signals urgency — same week start vs. long-term planning.
When the Info Is Incomplete
Sometimes the form will be missing or have incorrect details:
* Bad phone number or disconnected line
* Invalid email
In these cases, document exactly why the lead could not be reached or converted in the SWAT Conversion Pulse tracker:
* “No valid phone — unable to connect”
* “Email bounced — invalid address”
* “Outside service area — referred to [resource]”
This accuracy matters because:
* It tells us about the lead quality and lets us assess whether the appropriate outbounding has occurred.
* It helps marketing improve targeting and form design.
* It ensures we don’t lose potentially good leads because of bad data entry.
📋 SWAT Plan and SLAs
TheKey Web Lead Process – SWAT + Nurture Integrated
High-Level Summary:
Respond within 5 minutes: Claim the lead, check webform details, identify journey stage, and tailor your approach (education-first, guidance-first, or ready-to-start).
Goal: Get us in the home of qualified potential clients! Convert to an assessment (ready-to-start within 30 days or urgent) or care consultation (educational, for those >30 days out).
Outreach cadence (Days 0–5): Daily calls (with 2 calls the first day and daily calls after that) + follow-up emails/texts using fresh angles; vary call times. Only close after full five-day sequence unless unqualified or client declines further outreach.
Close to nurture only if: Not ready + declines outreach, unqualified, or no progress after five-day sequence.
Document in Salesforce: Detailed close reason with full context — this drives targeted nurture and future re-engagement opportunities.
Step 0 – Intake Readiness Check (Within Seconds of Lead Drop — First Contact Expected within 5 Minutes)
SWAT Member Actions:
* Scan webform: Name, ZIP, Who Needs Care, Care Recipient Name, Contact Info, Journey Stage.
* Reply-all to the SWAT text thread with: “Handling” and update Salesforce stage to Contact Attempted.
* Optional: Quick research on name/ZIP for added context.
* Determine Journey Stage (Using the Webform Data):
* Just starting out → Education-first, low pressure.
* Knows support type but unsure best option → Guidance-first.
* Ready to start → Availability + start date first.
Step 1 – Immediate Contact Sequence (Day 0 to Day 5)
Goal: Convert the lead to a scheduled care consultation (in-person or virtual) or an assessment as the first step toward care.
REMEMBER: We are following this outreach cadence before closing out the lead unless you have a strong reason to keep it open.
Day 0:
* Start with the preferred method of contact.
* If no answer → immediately send personalized text + email using SWAT no-pickup templates.
* SLA if no answer: 2 calls (morning + afternoon/evening)
Day 1:
* 1 call
* Send Follow-up Email #1 (different content from Day 0 email).
Day 2:
* 1 call
* Send Follow-up Email #2 with a new approach (different subject line/value focus).
Day 3:
* 1 call
* Send Follow-up Email #3 with a fresh angle (success story, planning resource, or seasonal tip).
Days 4–5:
* Continue 1 call per day.
* If you’ve reached voicemail on all previous calls, try alternating times (early morning, lunch, late afternoon).
After Day 5:
* If still no contact or progress toward scheduling a consultation/assessment → you may close the lead so they can fall into nurture once that program launches (~2 weeks).
* Use judgment: If you have rapport or signs of interest, keep the lead open and continue outreach until you feel it’s no longer active.
Consult vs. Assessment – What’s in It for the Client
Assessment
Definition: In-home or virtual evaluation (in-person mandatory for Tier 1 and 2) for clients likely to start care within 30 days OR with urgent, safety-related, or high-acuity needs.
Triggers: Care needed within 30 days, urgency/safety concerns, clear intention to start.
Purpose: Immediate answers, full plan, ready to launch care.
SLA: Within 48 hours unless client specifies otherwise.
Client Value Proposition:
* Fast start to care – removes delays when safety or health is at risk.
* Concrete plan in one visit – know exactly what will happen, when, and with whom.
* Professional guidance – needs, environment, and schedule reviewed by an expert to ensure the best match and safest plan.
* Confidence and peace of mind – leaves the visit knowing help is arranged and ready to begin.
Consult
Definition: In-home or virtual visit for clients not ready to start care within 30 days; focus on education and planning.
Triggers: Uncertain needs, vague timeline, seeking education/family alignment.
Purpose: Clarity without commitment, guidance, building trust.
SLA: Within 2 weeks unless client prioritizes sooner.
Client Value Proposition:
* Clarity before committing – understand your options without pressure to start right away.
* Tailored guidance – expert advice based on your unique needs, goals, and family dynamics.
* Future readiness – know exactly what to do when the time comes so you can act quickly.
* Relationship building – meet your care partner now, so you’re not starting from scratch in a crisis.
Moving to Close (for Nurture)
Allowed only when:
* Prospect clearly says “not ready” and declines further outreach
* Lead is unqualified (outside service area, not private pay, needs skilled nursing)
* Completed full outreach sequence above with no contact or progress toward consult/assessment
Once closed, the lead will drop into the Closed Lead Nurture Journey (launching ~2 weeks — placeholder for EMMA to link plan).
Documentation in Salesforce
* Contact outcome (connected, no answer, wrong number, etc.)
* Detailed close reason — beyond dropdown:
* “Number disconnected, emails bouncing”
* “Waiting for rehab discharge”
“Asked us to stop contacting — too early in decision process”
* “Wants to pursue local subsidy programs before paying privately”
“Below minimum hours — wants housekeeping only”
* “Looking for child care”
THIS IS CRITICAL: Detailed context helps us build targeted nurture flows. Someone who chose a competitor today may call us tomorrow if dissatisfied; someone with a resistant early dementia loved one may need safety care soon. Please see the “Reasons Why Closed” tab for common reasons that you can pull from and adapt and refine with the details.
Documenting the Closed Reason:
For now, we will be putting the closed reason in Chatter until we can make the "original notes" section editable for the team or add it as a pop up reason when closing out.
🔒 Reasons Why Closed
Why Detailed Close Reasons Matter
When you close a web lead in Salesforce, it’s essential to select the most accurate Close Reason and include specific notes. Generic entries like “Not interested” or “Price” don’t give us enough insight to improve our process.
What to Do:
* Always select the most accurate reason from the Close Reason list
* Add any relevant details in the notes field — e.g., exact competitor name, quoted rate, family decision-making dynamics, resistance from care recipient, or specific timing barriers
* Be specific: “Can only afford $20/hr” is more actionable than “Price”
Documenting the Closed Reason:
For now, we will be putting the closed reason in Chatter until we can make the "original notes" section editable for the team or add it as a pop up reason when closing out.
What Happens Next:
Our team will review all closed leads and build a summary table with all the closed reasons.
TheKey SWAT Close Reason List – Detailed
Contact Issues – Could Not Reach
* Number disconnected — unable to leave a message
* Invalid phone number — wrong contact info provided (give details if necessary like “it was a bogus number 111-1111)
* Email bounced back — invalid or inactive email
* 4+ calls over 5 days, no answer, no voicemail pickup
* Left multiple voicemails over X days — no callback
* Text sent, prospect replied “Not interested”
* Text sent, prospect replied “Do not contact”
* Email opened but no reply after multiple outreach attempts
Chose Another Provider
* Selected another agency (specify which if you know) because… (add details if you know, for example: offers live-in care, specializes in Parkinson’s)
* Selected another provider due to lower hourly rate (specify rate)
* Chose assisted living or facility placement instead of home care
* Selected provider that accepts Medicare or Medicaid
* Selected provider offering fewer than 4-hour minimums
* Selected provider offering skilled nursing (RN, LPN) vs. non-medical care
* Selected provider that can start immediately when we could not meet start date
Financial Barriers
* Not financially qualified — can only pay $___/hour
* Only willing to use Medicare (non-qualifying for private pay)
* Only willing to use Medicaid (non-qualifying for private pay)
* Declined due to private pay requirement — no LTC insurance or VA benefits
* Can only afford ___ hours/week, below TheKey minimum requirement (12 hrs/wk)
* Wants less than 4 hours per shift (below TheKey minimum)
Timing / Readiness
* Not ready — will not consider care for at least ___ months
* Waiting until after rehab discharge (specify anticipated date)
* Waiting until after travel or specific family event
* Needs family meeting before making a decision — no date set
* “Planning ahead” only — no clear start timeline
* Care recipient resistant — family delaying until further notice
Service / Scope Mismatch
* Needs skilled nursing / medical care we do not provide in that region
* Needs memory care in a facility (not in-home) (specify why they think this is the case, e.g., has a history of aspirating and can not live alone without
* Outside our service area (specify ZIP)
* Requires specialty care we cannot provide (specify need)
* Requests transportation-only services
* Requests companion-only visits less than minimum shift length
📄 Scripting
SWAT / Web Lead Script Introduction
*Tip: Also see Appendix 4 for common objections and sample responses.
This script is different from our standard inbound intake guide because SWAT calls start with an advantage — we already have key details from the webform.
Every lead has taken the time to fill out our form, which means:
* They’ve already expressed interest
* We know who they are (name, phone, email) and who needs care (self, loved one, client, other).
* We know their ZIP code and can quickly confirm if they’re in our service area.
* We know their preferred contact method (phone, email, or no preference).
We know where they are in their care journey:
1. Just starting out.
2. Knows support type but unsure which option is best.
3. Knows they want home care and wants to start soonThe document is designed for quick access to scripting ideas during calls, and users are encouraged to adapt these scripts and find phrases or sentence starters that feel natural and effective for their personal communication style.
Why That Matters in the Call
You should use this information immediately to:
* Personalize your greeting (reference their care recipient by name, if appropriate).
* Acknowledge where they are in the journey and meet them there — education-first for early-stage, urgency-first for ready-to-start.
* Avoid re-asking basic questions they’ve already answered — confirm details instead of collecting them from scratch.
* Tailor your framing of Consult vs. Assessment to their stage.
For example:
* “Since you mentioned you want to start care soon…” → Assessment framing.
* “Since you’re still deciding what’s best…” → Consult framing.
Strategy Spotlight: How to Use the Desired Start Date Information
These web form responses give us an important starting point, but they are not always 100% accurate. Someone who says they’re “just researching” might still benefit from having a care professional in the home sooner. Our goal is to use the information as a guide, not a limit — meeting people where they think they are, while gently exploring whether earlier support might improve safety, quality of life, or peace of mind.
Once a prospective client is qualified (meets our service criteria and has a potential need for care), you can often shift the conversation toward scheduling a complimentary in-home assessment or consultation—even if their initial form answer suggested they weren’t ready. Here are some tips for the 3 response options clients have when filling out a webform (see the Webform Advantage tab of this guide to see what that form looks like).
1. “I’m just starting to research options”
Goal: Build trust, position TheKey as a guide, and move toward a low-commitment next step.
Strategy:
* Focus on reassurance and expertise in guiding families early in the process.
* Emphasize that TheKey is uniquely skilled at helping people exactly at this stage.
* Frame the consultation as a premium, no-pressure planning tool.
Sample Scripting:
“That’s actually one of the many things that makes TheKey different—we help families exactly at the stage you’re in now. We can guide you through the options, answer questions you may not even know to ask yet, and help you find the right path forward.
A great next step is a complimentary in-home or virtual consultation. We’ll learn about your needs, share tailored recommendations, and make sure you have a clear plan whenever you’re ready.”
Once qualified:
“Since it sounds like care will likely be needed, we can go ahead and schedule that complimentary in-home consultation/assessment now. That way we’ll have everything ready for you when you decide to begin.”
________________
2. “I know what type of support I need, but I’m not sure which option is the best fit”
Goal: Validate their knowledge, demonstrate expertise in matching care, and secure an in-home assessment.
Strategy:
* Acknowledge their understanding.
* Highlight TheKey’s strength in customizing care so it’s the right fit now and adaptable over time.
* Make the in-home assessment the logical, premium choice.
Script:
“It’s great that you already have a sense of the type of support needed. Where TheKey is different is in making sure that support is the right fit for your situation now—and that it can adapt as your needs change.
The best way to do that is with a complimentary in-home consultation/assessment. We’ll look at routines, preferences, and the environment so we can recommend a plan designed just for you.”
Once qualified:
“Since we’ve confirmed the type of care needed, I’d recommend booking the assessment now so we can secure the right caregiver and schedule for your preferred start date.”
3. “I know I want home care and need to start in the near future”
Goal: Create urgency, secure assessment quickly, align on start date.
Strategy:
* Treat as high-priority lead.
* Offer earliest possible assessment.
* Stress that TheKey’s premium matching process ensures readiness for their start date.
Script:
“I’m so glad you reached out now. One thing that makes TheKey different is that we can move quickly and still match you with the right caregiver for your exact needs.
The first step is a complimentary in-home assessment so we can get your care plan in place and be ready for your start date. We have availability as soon as [X date]. Would that work for you, or would you prefer even sooner?”
Once qualified:
“Let’s get your complimentary assessment booked right now so we can have everything ready for your start date.”
See the sections below for scripting examples for each section of
the call arc (this is a refresher for you slightly adapted to the webform context) :
1. Connect (the first impression)
2. Qualify (zip and payment-make sure we’re a fit)
3. Understand (dig into needs by asking thoughtful questions and LISTENING)
4. Guide (show your expertise; let them see what life could look like with TheKey; anchor to appropriate hours based on need)
5. Overcome (address hesitations with empathy)
6. Transition (move confidently to the next step; when someone is qualified, always aim for a scheduled assessment or consult)
Connect
First Impressions & Foundation of Trust
Greeting (Outbound – SWAT Follow-Up)
“Hi [Name], this is [Your Name] from TheKey home care. I’m reaching out because you recently inquired about care for your [loved one’s name or ‘loved one’ if not provided], and I wanted to connect right away so we can talk about the best next steps for you.”
“I understand from your request that you’re [insert journey stage, e.g., still exploring options / clear on the support you need and looking to start soon]. Does that still sound right?”
Greeting (Inbound – Returning a Call or They Answer Our Call)
“Welcome to TheKey. This is [Your Name] — I’m so glad we connected. I see from your recent inquiry that you’re looking for support for [loved one’s name], and I’d love to learn a bit more about what’s going on so we can find the right fit.”
Intentional Framing
“Since you’ve already shared some details in your request, let’s focus on matters most to you right now. I’ll confirm a few key things, ask a couple of quick questions to understand your situation, and then walk you through how we can help — or point you in the right direction if we’re not the best fit.”
Confirm Key Details from the Webform (Avoid Re-asking — Confirm Instead)
* “I have your best call-back number as [xxx-xxx-xxxx] — is that correct?”
* “And you noted the care would take place in [ZIP / city] — still correct?”
* “You mentioned care is for your [relationship] — [name if provided], right?”
If They Ask About Pricing Right Away
“Absolutely, I can go over that with you. First, it’ll help to get a bit more context so I can tailor the information to your situation and make sure we’re looking at the right type of support. Would that be okay?”
Bridge to Discovery
“Based on where you are in your care journey, the next step is usually either a complimentary Assessment or a Consultation — I’ll explain the difference in just a bit so we can decide which makes the most sense for you.”
Build Connection (personalize and validate)
* “It sounds like you’ve been working hard to find the right support — that’s a lot to manage.”
* “You’re in the right place — we help families through this exact situation every day.”
* “You’re taking on a big role, and it’s so helpful to your family that you’re making these calls.”
* “It makes sense you’re feeling unsure — we can walk through this together.”
Qualify
Fit, Location, and Payor
Framing and Tone Guidance
“Since you already shared some details in your request, I’ll just confirm a couple of things to make sure we’re the right team to help — and if we are, I’ll walk you through the best next steps.”
“I want to quickly confirm we can serve your area and talk about how care would be covered, and then we’ll decide together if a Consultation or an Assessment makes the most sense.”
Confirm Location of Care (Using Webform Data)
* “I see you listed [ZIP code] — is that still correct for where care would take place?”
If borderline or outside coverage area:
“That’s a little outside our typical coverage area, but if it turns out to be a higher level of need — like daily support — we may be able to make it work. Can I ask a bit more about the situation so I can coordinate with our local team?”
“If it’s lighter support — just a few hours a week — we may not be the best fit, but I’d still like to help you find the right path.”
Confirm Payor Source
“We’re a private home care provider, which means we work with long-term care insurance, private pay, and VA benefits. Unfortunately, Medicare, Medicaid, and most health insurance plans don’t cover this type of ongoing, non-medical support at home. That’s a common point of confusion — many families are surprised to learn that Medicare typically only covers short-term, skilled care like nursing or rehab after a hospitalization.”
If LTC Insurance:
“We work with long-term care insurance all the time — it’s how many families fund in-home care like ours. Some of the most common policy providers we see are Genworth, John Hancock, Mutual of Omaha, and Bankers Life, but there are others. If your loved one has an LTC policy, we can walk you through next steps.”
If VA Benefits:
“That’s great — yes, we can absolutely work with VA benefits and can help you navigate the process.”
If private pay:
“Most families we serve pay out of pocket — sometimes pooling support from family or working with a financial advisor to see what’s possible.”
If not financially qualified:
“It sounds like our model might not be the right fit right now. We focus on private pay and LTC coverage, but I’d be happy to connect you with other local resources that could help.”
If TheKey Isn’t the Right Fit
“Although we don’t currently serve that area / meet that service type, I’d like to offer some guidance to support your search. These are questions I always recommend asking when considering home care — no matter who you choose.”
Bridge to Next Step
“Since it sounds like we’re a good fit and I have a clearer picture of your situation, the next step is to set up a time to connect in more detail with our care team. That way we can review options together, answer your questions, and outline a plan that feels right for you and your family.”
Understand
Uncover Emotional, Practical, and Clinical Needs
Framing to Begin Discovery
“Thanks so much for sharing your inquiry with us. From what you’ve already told us, I know care would be for your [relationship, e.g., mom/dad/loved one] and that you are [insert what you know from the webform about when they want to start care (just starting out, researching and unsure, near future). I’d love to hear more about what a typical day looks like for them right now so we can think through the type of support that would make the biggest difference.”
“My goal here is to understand both the day-to-day and what’s most important to you — that way we can start to shape a plan that feels right for your family.”
Normalize Hesitation and Resistance (use as needed)
* “That’s actually something we hear often. It can be hard to talk about, but you’re not alone — and it’s exactly the kind of thing our care team is trained to support.”
* “It’s very common for people to be resistant to care at first. We take a gentle approach and often introduce caregivers in ways that feel comfortable — like as a companion or assistant.”
* “Lots of families feel embarrassed if things have declined at home. Please know, we never judge — our goal is to make things feel safe and manageable again.”
* “Many families worry about [incontinence/resistance/etc.] — we’ve supported them through it. You’re not alone.”
Exploring Current Situation
Daily Routine & Safety
* “What does a typical day look like for your [loved one]?”
* “Do you have any concerns about falls, medication management, or kitchen safety?”
* “Are there times of day that are harder, like mornings or evenings?”
Memory, Mood, and Engagement
* “Have you noticed changes in memory or confusion?”
* “Do they seem down, anxious, or withdrawn?”
* “Are they still doing the things they used to enjoy?”
Family Stress & Support
* “How are you holding up through all of this?”
* “Are there others helping you, or are you managing this mostly on your own?”
Care Goals
* “What would make the biggest difference for you or your [loved one] right now?”
* “If I could wave a magic wand and make one thing easier, what would it be?”
Validating & Affirming
* “That’s such an important goal, and exactly the kind of support we’re here to provide.”
* “You’re doing a great job just by having this conversation. So many families feel like they’re doing it all alone — we’re here to take some of that weight off your shoulders.”
* “That makes total sense. What you’re describing is something we help with every day.”
* “You don’t have to do this alone.”
Align with BCM Pillars / Dementia Support / Scientific Advisory Board (select based on what they share)
* “It sounds like he’s not getting out much — one thing our caregivers do well is finding small ways to reconnect, whether that’s music, a simple hobby, or a walk.”
* “That trouble sleeping you mentioned is common with memory changes — there are supportive strategies we can put in place for that.”
* “It sounds like she’s still sharp, but not eating regularly — that’s something we can absolutely help with, and it can make a big difference.”
* “This isn’t just a checklist — we look for what matters most and build it into the everyday routine so care feels good and life feels fuller.”
* “Our caregivers are backed by an in-house team of experts and a Scientific Advisory Board, so care is thoughtful and personalized — not just showing up for a shift.”
Bridge to Next Step
“Thank you for sharing that — it really helps me understand where things are right now and what matters most to you. From here, we can start looking at the best way to get you the right support, at the right pace, and with the right fit for your situation.”
Guide
Presenting Our Services, Value, and Path Forward
Framing Home Care as a Positive Step
“A lot of families we work with are still figuring out exactly what’s needed — and that’s okay. Our job is to help you plan, not pressure you.”
“Many people think care is something you only bring in when things are falling apart. In our experience, the best results happen when support starts before a crisis.”
“It doesn’t have to mean full-time care. Even 6–8 well-placed hours a day, on a consistent schedule, can have a big impact on safety, health, and quality of life.”
TheKey’s Approach to Care – What Sets Us Apart
“We’re not a staffing agency or a registry — we’re a full-service care organization built around long-term aging at home. Our clients choose us because they want consistency, professional oversight, and support that evolves with their needs.”
“Of course we help with daily tasks like bathing, dressing, meals, and transportation — but what families really value is how our caregivers engage and connect with their loved ones.”
“We build personalized care plans based on your goals, routines, and what matters most. Whether your mom loves to take walks, listen to music, or just have a thoughtful conversation, we make sure that’s part of the care.”
“Almost anyone can ‘do’ an activity — it’s how we do it that makes the difference. We learn preferences, pace, and personality so care feels natural and builds trust.”
Personalizing the Value (based on what they shared in Understand)
* “You mentioned your mom’s not eating much and seems more withdrawn — that’s something we see often. We’d pair her with a caregiver who can prepare meals she enjoys, but also create connection and a routine that encourages her to eat.”
* “You talked about fall concerns — our caregivers are trained in mobility and home safety, so they’re always looking ahead to prevent accidents.”
* “You shared that your dad’s been feeling isolated — we’d match him with someone who can bring conversation, companionship, and encouragement back into his day.”
Talking About Hours – Framing It Around Goals
“Let’s look at what kind of care schedule would really make a difference for your family’s goals — then we can work backward into hours.”
“Most of our long-term families are scheduled for 30+ hours a week. They find that more time means more consistency, a true relationship with the caregiver, and enough room in the day for meaningful routines.”
“It might sound surprising, but more hours often lead to more independence — because the caregiver has time to work at your loved one’s pace, involve them in tasks, and support their strengths.”
“Based on what you’ve shared, I’d recommend starting with around [20 / 30 / 40] hours a week. That gives the caregiver enough time to provide safe, consistent support and build trust.”
“We can always adjust as we go — but starting with a stable schedule helps us match the right caregiver and set the relationship up for success.”
Tip – Matching Care Time to Care Needs
When we recommend hours, it’s not about “filling the day” — it’s about creating enough time and space for the right care to happen without rushing.
If you mentioned, for example, that your dad needs help with bathing and meals and is living with mild cognitive decline and some frailty, we would:
* Build in time for safety and dignity – bathing takes longer when done gently, and we want to avoid rushing to prevent falls or discomfort.
* Factor in unhurried meal preparation and support – giving time to prepare favorite foods, encourage appetite, and make meals social.
* Include engagement time – mild cognitive decline benefits from mental stimulation and conversation, which require more than “just getting the basics done.”
* Allow for flexibility in the day – so if your dad feels tired or needs to slow down, the caregiver can adapt without cutting corners.
High-Level CareMatch View: We think about a person’s needs in three broad areas — cognitive, physical, and emotional. When all three are considered together, it often means more hours than the family originally expected, but it also means those hours are purposeful, unrushed, and truly matched to the person’s whole wellbeing.
Framing Price with Confidence
“Our rates range from [$X–$Y/hour], depending on schedule and care needs. Once we meet in person, we’ll finalize a plan together — but this gives you a clear starting point.”
“We know care is an investment — but what you’re investing in is peace of mind, safety, and a care team that’s truly looking out for your loved one.”
Broad Bridge to Transition:
“From here, the best next step is to arrange a time for us to connect in more detail with our care team so we can review options together, answer your questions, and start shaping a plan that feels right for your family.”
Overcome – SWAT / Web Lead Version
Handling Hesitation and Reinforcing Value
Positioning the Next Step (Consult or Assessment)
(Adapt to the urgency and journey stage shown in the webform)
* If they’re ready soon / urgency in webform:
“From what you’ve shared, it sounds like you’re looking to move forward soon or have some concerns about safety. The best next step is an Assessment — it’s not a commitment, but it lets us meet in person or virtually, understand the day-to-day, and create a detailed plan so you’re ready to start care when you want. We can even reserve a caregiver if you’re close to deciding.”
* If they’re still exploring / early stage in webform:
“Since you’re still weighing options, I’d recommend a Consultation — it’s a no-pressure meeting where we can answer questions, walk you through what’s possible, and help you plan ahead so you’re not scrambling in a crisis. Families tell us it gives them real clarity and confidence.”
* Broad framing if unsure:
“Either way, the goal is the same — to get you clear, actionable next steps and the information you need to feel confident about your decision.”
If They Say “It’s Too Expensive”
* “I completely understand — care is a meaningful investment. But you’re not just paying for time; you’re investing in safety, peace of mind, and a care team that’s accountable for your loved one’s wellbeing.”
* “Many families combine private pay with long-term care insurance or family contributions. If your loved one has LTC insurance, we can help you navigate that process.”
* “We can also build a schedule around your top priorities — like mornings for safety or evenings for companionship — and expand from there as needed.”
* “Do you have a sense of the budget range you were hoping to stay within? That can help me suggest a schedule that balances cost with your most important needs.”
If They Say “They Don’t Want a Caregiver”
* “That’s incredibly common, especially at the beginning. What often helps is introducing care gently — as a helper, personal assistant, or someone to support routines, not take over.”
* “We can start small, build trust, and increase hours only if and when your loved one is comfortable. Some families start with 20 hours a week and adjust from there.”
* “This approach allows them to feel in control while still getting the support they need.”
If They Say “We’re Still Researching”
* “That makes sense — it’s a big decision. Would it help if I gave you a few questions to ask any provider you speak with? That way, you’re comparing apples to apples and can spot differences in quality and reliability.”
If They’re Unsure About “What the Caregiver Will Do All Day”
* “That’s one of the most common questions we get. Our Care Manager will talk through exactly how to use the time meaningfully — based on your loved one’s needs, preferences, and routines.”
* “It’s not about keeping them busy; it’s about comfort, safety, dignity, and moments of connection.”
If They Say “We’re Not Ready Yet”
* “That’s totally okay — many families reach out before they’re ready to start. The important thing is you’re getting the information now so you can make a plan before a crisis.”
* “Why don’t we touch base in a week or two? I can also send a short guide that might help you and your family feel more comfortable when the time is right.”
Leave a Lasting Impression (use details from the webform or what they’ve shared)
* “You mentioned your dad has been watching a lot of TV and not getting out much — when we talk again, I’d love to share a few engagement ideas, even before care starts.”
* “You said your mom is nervous about someone in the home. I completely understand. I’ll send you a short guide on how families approach this gently — it can help ease the transition.”
Lead with Confidence
* “What I’m hearing is that this is a hard moment — not that care isn’t needed.”
* “Let’s take one step together and see how it feels.”
* “You don’t have to decide everything today — just the next best step.”
Transition and Close
Securing the Right Next Step & Documenting for Handoff
Note: We want to err on the side of assessment as often as possible. It’s possible that an assessment may turn into a consultation and a consultation may turn into an assessment, so the CSM should be ready to support in whatever way the client needs.
Framing the Transition
“Thanks for sharing all of that — it really helps me see where things are right now and what matters most to you. The best next step is for us to set up a focused visit with our care team. That way, we can look at your loved one’s needs in detail, talk through options, and give you a plan you can feel confident about.”
Presenting the Two Paths
(Tailor to what they’ve shared and their journey stage from the webform)
If they’re urgent / ready to start soon
“Since you mentioned [wanting to start care soon / having safety concerns / being ready to move forward], I’d recommend an Assessment.
This is an in-home visit where our Client Success Manager will:
* Learn your loved one’s routines, preferences, and care needs
* Identify safety priorities and any immediate needs
* Begin creating a personalized care plan
* Match you with the right caregiver — based on skills and personality fit
Families tell us the Assessment gives them relief right away because they leave with a clear plan and next steps.”
If they’re still exploring or in early-stage planning
“Since you shared that you’re still weighing options, a Consultation is often the best starting point.
This is a no-pressure visit (virtual or in-person) where we:
* Answer your questions about home care and TheKey’s approach
* Learn about your family’s goals, concerns, and timeline
* Offer tailored guidance so you understand your options
* Provide tips and resources so you’re ready when the time is right. Families say this meeting gives them clarity without feeling rushed, and it helps them make a decision when the timing is right.”
Reassuring & Differentiating
“Whether we do an Assessment or a Consultation, the visit is complimentary and designed to make things easier for you.
The difference is just in the timing and goals — an Assessment moves us directly toward starting care, and a Consultation focuses on education and planning.”
Booking the Next Step – Confident Close
* “Let’s go ahead and set a time so we can get you on the calendar — would [day/time] or [day/time] work better?”
* “We can always adjust later, but having the visit scheduled ensures you have access to the right person when you need them.”
Demonstrating Expertise & Sensitivity
* “You mentioned your mom is sensitive about outside help — I’ll make sure the Client Success Manager is aware so they can approach the visit in a way that feels comfortable and collaborative.”
* “If there are certain topics you’d prefer to discuss privately, we can structure the visit so those conversations happen separately from your loved one.”
If They Need Time Before Booking
* “I understand you may need to check with [family member/decision maker]. How about we pencil in a time and you can confirm once you’ve had that conversation?”
* “If you’d prefer, I can follow up on [day/time] so we don’t lose the opportunity to get you on the schedule.”
Recap for Confirmation
“Just to confirm — we’re scheduled for a [Consultation / Assessment] on [day] at [time] at [location/virtual link]. I’ll make sure your Client Success Manager has all the details you’ve shared so far so you don’t have to repeat yourself.”
Documentation Reminder
In Salesforce:
* Select Consultation or Assessment as the visit type.
* In notes, clearly document:
* Why this type was chosen (timing, urgency, readiness, goals)
* Any special considerations for the CSM (resistance to care, family dynamics, preferred communication style)
* This ensures the CSM is fully prepared and the handoff feels seamless to the client.
Email Templates
Calling Intake SWAT Team: Do you have an email message that seems to resonate especially well? Please email to shadi@thekey.com so we can add to this text library.
See below for an email library you can adapt and customize. Note that these will be uploaded into Salesforce in the coming weeks so that you can directly send from there.
Initial Reach Out Example 1 (Unable to Reach Client, Contact Attempted-US, Day 0)
Subject: Following Up on Your Inquiry – TheKey Home Care
Hello [Name],
I wanted to follow up regarding your recent inquiry about home care for your [loved one/yourself/your client] in [City/Area]. I’ve tried reaching you by phone and wasn’t able to connect, so I wanted to make sure you have my direct contact information.
At TheKey, we go beyond task-based care to provide holistic, relationship-centered support that enhances quality of life in meaningful ways. Our caregivers don’t just assist with daily activities—they foster companionship, engagement, and well-being. I would love the opportunity to tell you more about our approach, including our proprietary Balanced Care Method® – focusing on healthy nutrition, physical activity, cognitive stimulation, social interaction, and a sense of purpose to promote the highest quality of life.
You can reach me directly by phone or email:
[Your Phone Number]
[Your Email Address]
If I don’t hear from you, I’ll try again soon. In the meantime, please feel free to call or email me at your convenience — I’m happy to connect whenever it works best for you.
Warm Regards,
[Your Name]
[Your Title]
TheKey Home Care
[Your Phone]
Initial Reach Out Example 2 (Unable to Reach Client, Contact Attempted-US, Day 0)
Subject: Quick Follow-Up on Your Home Care Inquiry
Hello [Name],
I tried calling you earlier about your home care inquiry for [City/Area], but wasn't able to reach you. I understand there's usually a lot going on when families are in need of home care.
I didn't want you to think we'd forgotten about you. At TheKey, we know that finding the right care is important, and I'm here to help answer any questions you might have about our relationship-centered approach to home care.
What makes us different? Our Balanced Care Method® goes beyond basic assistance to focus on:
* Meaningful companionship and engagement
* Healthy nutrition and physical activity
* Cognitive stimulation and social interaction
* Fostering a sense of purpose
I'm easy to reach:
[Your Phone Number]
[Your Email Address]
Feel free to call or email whenever it's convenient for you – even evenings or weekends work for me. If I don't hear back, I'll try you again in a few days.
Looking forward to connecting soon,
[Your Name]
[Your Title]
TheKey Home Care
Initial Reach Out Example 3 (Unable to Reach Client, Contact Attempted-US, Day 0)
Subject: Following Up on Your Home Care Inquiry
Hello [Name],
I tried reaching you about your home care inquiry for [City/Area] but wasn't able to connect. I understand there's usually a lot going on when families are exploring care options.
I'd love to share how TheKey's relationship-centered approach and Balanced Care Method® can provide the holistic support your family needs—going beyond daily tasks to foster companionship, engagement, and overall well-being.
You can reach me directly: [Your Phone Number] | [Your Email Address]
I'll try calling again in a few days, but please feel free to contact me anytime.
Best regards,
[Your Name]
[Your Title]
TheKey Home Care
Initial Reach Out Example Day 0 [or whenever you speak with them] (Spoke with Potential Client-US)
*adapted from Cristal’s example
Hi [Caller’s Name],
It was a pleasure speaking with you today about care options for [Loved One’s Name]. We would be honored to support you and your family during this process.
Why Families Choose TheKey
At TheKey, we go beyond task-based care to provide holistic, relationship-centered support that enhances quality of life in meaningful ways. Our caregivers don’t just assist with daily activities—they foster companionship, engagement, and well-being.
✔
Exceptional Caregivers – We hire only the top 4% of applicants, with a 79% retention rate, ensuring experienced and dedicated caregivers who build lasting relationships.
✔ Personalized & Reliable Matches – 92% of our initial caregiver placements are successful, and 9 out of 10 families choose to stay with us.
✔ Whole-Person Wellness with our proprietary Balanced Care Method® – focusing on healthy nutrition, physical activity, cognitive stimulation, social interaction, and a sense of purpose to promote the highest quality of life.
✔ Meaningful Engagement – Caregivers encourage hobbies, conversations, and personalized activities to bring joy and purpose to each day.
✔ Specialized Care for Complex Needs – Expertise in Alzheimer’s and other dementias, Parkinson’s disease, post-stroke recovery, and other chronic conditions.
✔ Safety & Peace of Mind – All caregivers are bonded, insured, and undergo extensive background checks and training.
✔ 24/7 Support & Flexible Scheduling – No long-term contracts, with care plans that adapt as needs change.
✔ Family Portal & Care Coordination – Real-time updates on care schedules, caregiver notes, and communication for complete transparency.
✔ In-Home Assessment – We’ll create a customized care plan tailored to [Loved One’s Name]’s needs.
We believe care should not only support daily tasks but also enhance happiness, dignity, and overall well-being. Please let me know when you'd like to schedule an assessment or if you have any questions. You can reach me at [our phone] or [your email].
In Wellness,
[Your Name]
Canada Only: Initial Reach Out Example (Spoke with Potential Client-Canada)
*adapted from Joey’s example
Subject: The Key Home Care Assistance - Information
Good Morning/Afternoon _____,
Thank you for reaching out for information on our home care services for your "insert relationship". It was a pleasure speaking with you. I am attaching some literature on our company and services so that you can read it over and share it with your family!
Our services are tailored to assist families like you! TheKey is unique in the home care industry because Our Caregivers are trained in our proprietary Balanced Care Method™, focusing on healthy nutrition, physical activity, Cognitive Stimulation, social interaction, and a sense of purpose to promote the highest quality of life. We interview each prospective caregiver, check previous work references, and complete a criminal background check. In addition, all our caregivers must pass a psychological test developed exclusively for Home Care Assistance to measure compassion, stability, honesty, and reliability. Our caregivers are bonded and insured so you can feel confident in the knowledge that we are responsible and accountable for the service we provide.
Our hourly rate for home care services is $34-$38 per hour (no taxes if you have CLSC care). Only put this sentence in if they spoke about wanting below minimum hours: We require a minimum of a 4-hour consecutive shift as well as a minimum of 20 hours of service per week. We determine the level of care at the time of the nursing assessment which is done in the home by one of our nurses.
In addition, the government offers a tax credit of up to 38% on the cost of home care, which can be reimbursed on a monthly basis or annually via income taxes. I have attached the information for the Home Care Support Tax Credit below.
If you or your family have any questions, please do not hesitate to reach out to me to schedule an assessment.
Kind Regards,
[Your Name]
Initial Follow Up [day 0 or any time you spoke with them] (Spoke with Potential Client-US)
*adapted from James’s example
Subject: Follow-Up: TheKey Home Care Information
Hello [Name],
Thank you for your interest in TheKey Home Care. I’m following up via email as requested so you have some information handy. We look forward to the opportunity to meet and discuss next steps for care services for your [loved one/yourself/client]. Regardless of whether you choose to move forward with our care, please feel free to connect with me anytime.
In the meantime, I’m sending you this email as a courtesy with the information you requested.
Our Services
At TheKey, safety in the home is our #1 priority. Our caregivers provide a wide range of support, including:
* Personal hygiene services such as bathing, dressing, and grooming
* Cooking and nutritional guidance
* Transportation to doctor’s appointments, the pharmacy, or the grocery store
* Light housekeeping and laundry
* Medication reminders
* Exercise, conversation, companionship, and assistance with technology
* Many other day-to-day needs
Our Caregivers
Every caregiver is:
* Licensed, bonded, and insured — protecting you and your loved one from potential loss or liability
* Covered by Workers’ Compensation
* Required to pass a criminal background check through the Department of Justice
* Required to maintain a clean DMV driving record
Screened for honesty, professionalism, and compassion
Why TheKey
* Quality of Care – We deliver the highest standard of care, including scheduled in-person visits from a Client Care Manager. Our accountability, reliability, and responsiveness are unmatched in the industry.
* Balanced Care Method® – Our proprietary approach emphasizes nutrition, engagement, social connection, and bringing joy and meaning to each day.
* Licensed & Accredited – Proudly licensed by the Home Care Services Bureau (HCSB) and accredited by leading U.S. home care associations, including [insert applicable state accreditation].
* No Long-Term Contracts – Enjoy complete scheduling flexibility. We understand that your care needs may evolve, and your schedule can be adjusted at any time.
* 24/7/365 Availability – We’re here around the clock for inquiries, customer service, or scheduling changes.
* Care Consultation – We make it easy to begin, offering in-person or virtual consultations.
* Customized Care Plans – Services tailored to your loved one’s needs, medical conditions, and preferences.
* Caregiver Reliability – Our state-of-the-art software uses GPS check-in and check-out to ensure care is delivered as promised, in real time.
What truly sets us apart is our Balanced Care Method®, which promotes physical and cognitive stimulation in addition to essential care. We’re also on call every evening and weekend, so there’s always someone available for our clients 24 hours a day, 7 days a week. With TheKey, you always know who to contact with a question or concern.
✔ Exceptional Caregivers – We hire only the top 4% of applicants.
✔ Personalized & Reliable Matches – 92% of our initial caregiver placements are successful, and 9 out of 10 families choose to stay with us.
✔ Whole-Person Wellness – Our Balanced Care Method™ is inspired by Okinawan longevity studies and promotes lasting quality of life.
[Include only if we have spoken or texted about pricing]
Rates:
* Starting at $42 to $49 per hour
* 4-hour minimum per visit
* 12 hours per week minimum
The final rate is determined during your care consultation with our Client Success Manager, should you decide to move forward.
24/7 Contact:
[Name]
Telephone: [Contact]
Reach Out Follow Up 1; whether you spoke with them or not but they didn’t book (Positive Impacts of Home Care)
Email: Positive impacts of starting home care
Send Date: (Triggered by RIM)
Audience: Open to all prospects
Subject: Why starting care early changes everything
Preheader: The sooner you start, the better the outcomes
Many families wonder whether home care will feel like giving up independence. Here’s what we’ve learned after 20+ years: the opposite is true.
When done thoughtfully, home care often enhances independence rather than limiting it.
Here are several meaningful benefits we see from our work:
Reduced Hospital Visits:
People receiving quality home care experience fewer hospital admissions compared to those managing alone. Early support helps address small issues before they become urgent medical situations.
Lower Readmission Rates:
When someone needs hospital care, having home support in place reduces the likelihood of returning to the hospital within the next month.
Enhanced Independence:
Rather than taking over, skilled caregivers help people maintain their routines and abilities at home – and our clients report feeling more confident about living independently. This might mean assistance with meal preparation that ensures proper nutrition, or mobility support that enables continued social activities.
The common thread across these benefits? Early home care gives families confidence - both the person receiving care and their loved ones gain peace of mind that allows them to focus on what matters most.
The Right Support Makes the Difference
Quality home care focuses on providing targeted support that helps people maintain their independence and continue living the way they want to. This might include medication reminders, light housekeeping, transportation, or meal assistance. Each person's needs are different, which is exactly why we create personalized care plans that work.
Ready to see what home care could look like for your specific situation? Let's connect.
With the right support, people do more of what they love—not less.
Warmly,
TheKey
_______________
Canadian version
Text edits:
1. "personalized care plans" → "personalised care plans"
Reach Out Example 2 whether you spoke with them or not but they didn’t book (Understanding Different Care Settings)
Email: Understanding different care settings
Send Date: (triggered by RIM)
Audience: Open to all prospects
Subject: Know your care options – and what’s right for you
Preheader: Get clarity on your best path forward
When exploring care options, understanding how different settings work helps you make a confident decision that’s right for your situation.
Each Option Serves Different Needs
Home Care works well when you want to stay in your familiar environment with personalized 1:1 support. Professional agencies handle scheduling, liability, and oversight while providing individualized care plans that evolve with changing needs.
Assisted Living offers social engagement and community activities, ideal for those who enjoy group settings and benefit from built-in social opportunities.
Skilled Nursing Facilities provide comprehensive medical support for complex health conditions requiring 24/7 clinical care.
When Home Care Offers Unique Advantages
Early Intervention: Home care allows you to start with minimal support and gradually increase services as needed. Residential options typically require meeting higher care thresholds before admission.
Whole-Person Focus: Quality home care addresses not just physical needs but prioritizes happiness and quality of life—supporting social connections, meaningful activities, and emotional well-being alongside daily care tasks.
Flexibility: Care adjusts to your changing needs without requiring you to move or adapt to a new environment.
Finding Your Best Fit
The right choice depends on your health needs, social preferences, and desired level of independence. Some people thrive in the community atmosphere of residential care, while others do better maintaining their established routines at home. At TheKey, we help families navigate these decisions—and we even provide support to clients in residential settings when families want that extra personalized attention.
Ready to determine which option works best for your situation? Contact us using the information below, and let's talk through the possibilities together.
Warmly,
TheKey
___________
Canadian version:
3 text edits total:
* 2 instances of "personalized" → "personalised"
* 1 instance of "individualized" → "individualised"
Reach Out Example 3 whether you spoke with them or not but they didn’t book (Our Difference)
Email: Services & Our Difference
Send Date: (triggered by RIM)
Audience: Open to all prospects
Subject: What makes us different & Why it matters
Preheader: Our approach and what families say about the difference
Many families wonder what personalized home care actually looks like and how different providers compare. Here's how we approach care and what sets us apart.
Our Services
At TheKey, we provide comprehensive care that adapts to your needs, from a few hours of support to specialized medical conditions.
Home Care: From a few hours a day to 24/7 support, we design a care plan to meet your specific needs—whether that's companionship, assistance at home, respite care for family caregivers, or round-the-clock support.
Memory Care at Home: Our caregivers are specially trained to support people living with cognitive decline, from mild cognitive impairment to advanced dementia, including Alzheimer's, vascular dementia, Lewy body dementia, frontotemporal dementia, and Parkinson's disease dementia.
Specialized Care: We support people living with specific medical conditions like Parkinson's disease, heart conditions, stroke recovery, cancer, and end-of-life care, so our clients can live safely at home with the specialized attention they need.
What Makes Us Different
Since 2002, our caregivers have supported clients and their families with expert in-home care for over a million hours nationwide. Here are the 3 areas where families tell us we excel:
Team-Based Approach: Behind every caregiver is a dedicated care team of professional experts, providing ongoing guidance and support for your family and your caregiver. You're never navigating care alone.
Expertly-Trained Caregivers: Our caregivers are experienced employees managed by our team, thoroughly vetted, background checked, and trained to provide personalized care tailored to your specific needs and preferences.
Whole-Person Perspective: Our approach emphasizes a healthy mind, body, and spirit. This whole-person focus includes nutrition, physical activity, engagement, and overall wellness so you can live happier and healthier at home.
The right care should feel like a natural extension of your life, not an interruption to it. Ready to see how our approach works for your specific situation? Contact us using the information below, and let's talk.
Warmly,
TheKey
______________
Canada version
2 text edits total - both instances of "personalized" → "personalised"
Also removed blue CTA in favor of the Contact focused email signature
Reach Out Example 4 whether you spoke with them or not but they didn’t book (Care Plan)
Email: What the care plan process looks like & what’s in it
Send Date: (triggered by RIM)
Audience: Open to all prospects
Subject: How we build your personal care plan
Preheader: The thoughtful process behind care that's truly tailored to you
We often hear people ask: "How do you know what kind of care I actually need?"
Great question. At TheKey, your care plan isn't a generic template – it's built specifically around you, your routines, and what matters most in your daily life.
Here's how we create your personal care plan:
Step 1: Deep Assessment We start with comprehensive conversations about your care goals, daily routines, and preferences. This isn't just about medical needs – we want to understand your lifestyle, personality, and what makes you feel comfortable and engaged.
Step 2: Our Matching System We use a proprietary approach to evaluate three key areas:
* Cognitive needs (memory, attention, safety awareness)
* Physical needs (mobility, daily activities, household support)
* Emotional/behavioral needs (mood, motivation, structure preferences)
Step 3: Caregiver Recommendation Your caregiver is thoughtfully matched based on both skills and personality. We consider communication style, caregiving approach, and interpersonal connection, because the right match sets the tone for meaningful care.
Step 4: Living Plan Implementation Your care plan starts working from day one, but it's designed to evolve. During the first 2-3 weeks, we adjust based on what we learn about your home, schedule, and preferences.
What makes this different?
* Whole-person approach: Using our Balanced Care Method™, we support mind, body, and spirit
* Continuous refinement: Regular reviews and updates based on your feedback and changing needs
* Clinical insight: Over 20 years of experience in what actually works for in-home care
Your care plan includes:
* Detailed daily routines tailored to your schedule
* Safety measures specific to your home environment
* Enrichment activities based on your interests
* Communication preferences for you and your family
* Backup plans for consistency and reliability
The result? Care that doesn't just keep you safe – it helps you thrive at home on your terms.
Want to see what a personalized care plan might look like for your situation? Contact us using the information below, and we'd be happy to walk through it with you.
Warmly,
TheKey
______________
Canada version
1 text edit total - instance of "personalized" → "personalised"
Reach Out Example 5 whether you spoke with them or not but they didn’t book (Dementia Tips)
Email: Tips for communicating with loved ones with dementia
Send Date: (triggered by RIM)
Audience: Open to all prospects
Subject: How to connect meaningfully with someone who has dementia
Preheader: Proven strategies that work – from families who've been there
Hi [First Name],
When a loved one has dementia, conversations can feel challenging or uncomfortable. Here's what we've learned after years of supporting families: meaningful connection is absolutely possible when you know what works.
Focus on Feelings, Not Facts
What works: Pay attention to the emotions behind their words rather than correcting factual errors. If they talk about visiting their mother (who passed years ago), respond to their feelings of love or longing rather than correcting the timeline.
Why it helps: Arguing about facts often increases anxiety and frustration for everyone involved.
Create a Calm Environment
Simple changes make a difference: Reduce background noise, make eye contact, speak slowly and clearly, and use simple sentences. Give them time to process and respond.
Body language matters: Your tone of voice and facial expressions communicate more than your words. Stay relaxed and patient, even when conversations feel repetitive.
Use Memory Strategies That Work
Connect with long-term memories: Ask about their childhood, career, or family stories from decades past. These memories often remain clearer longer.
Visual cues help: Show photos, play familiar music, or use objects that might trigger positive memories and conversation.
When Conversations Become Difficult
Redirect gently: If they become agitated or confused, try changing the subject to something pleasant or suggesting a favorite activity.
Validate their experience: Saying "That sounds important to you" or "Tell me more about that" shows respect for their perspective, even when details aren't accurate.
Remember: Connection Over Correction
The goal isn't perfect conversation – it's maintaining your relationship and their dignity. Some days will be better than others, and that's completely normal.
Helpful Resources:
* Alzheimer's Association Communication Tips
* National Institute on Aging: Caring for Someone with Dementia
If you're navigating dementia care, know that you're not alone. Let us share what we've learned about how specialized care makes a real difference.
Our Memory Care at Home services are designed specifically for people living with cognitive decline, from mild memory problems to advanced dementia. Our caregivers are specially trained to support clients with conditions including:
* Mild Cognitive Impairment (MCI)
* Alzheimer's Disease
* Vascular Dementia
* Lewy Body Dementia
* Frontotemporal Dementia
* Parkinson's Disease Dementia
Ready to see what specialized memory care at home could look like for your family? Contact us using the information below, and let’s connect.
Every person deserves to feel heard and valued – let our memory care experience help support your family through these changes.
Warmly,
TheKey
______________
Canada version
2 text edits total - both involving "specialized" → "specialised".
Reach Out Example 6 whether you spoke with them or not but they didn’t book (When It’s Time for Care)
Email: Recognizing When It's Time for Care: Important Safety Signs
Send Date: (triggered by RIM)
Audience: Open to all prospects
Subject: Is it time for care? Here are the signs to watch for
Preheader: These safety patterns mean it's time to act
Hi [First Name],
Families often ask us how to know when it's time to consider care. Here's what we tell them: these safety patterns are clear signals that support will help.
Physical Safety Concerns
Recent falls or near-falls are often the clearest indicator that support is needed. Even if no injury occurred, falls suggest challenges with balance, strength, or awareness that care can help address.
Mobility changes like difficulty getting up from chairs, unsteadiness on stairs, or reluctance to walk distances they used to manage comfortably mean it’s time to get supportive services in place.
Home Safety Situations
If you're seeing these everyday situations, oversight and assistance will make a real difference:
Kitchen safety: Pots left on the stove, burners left on, or burnt food becoming more frequent
Water-related issues: Faucets left running, bathtub overflowing, or forgetting water is running elsewhere in the home Medication management: Missed doses, double-dosing, or confusion about prescriptions Home maintenance: Unpaid bills, expired food accumulating, or difficulty managing household tasks that were once routine.
Driving Concerns
Changes in driving ability often worry families most. Signs include getting lost on familiar routes, minor fender-benders, difficulty with night driving, or family members expressing concern about riding with them.
Other Important Indicators
Social withdrawal from activities they previously enjoyed, weight loss from poor nutrition, or increased confusion during phone conversations can all suggest additional support will improve safety and quality of life.
The Value of Early Recognition
When you recognize these signs early, you can plan thoughtfully instead of reacting to a crisis. Professional care can often address safety concerns while helping people maintain their independence and dignity at home.
Noticing some of these patterns? Contact us using the information below, and let's talk about what supportive care could look like for your situation.
Getting the right support at the right time means feeling confident about safety while preserving independence – let's make that happen.
Warmly,
TheKey
______________
Canada version
1 edit total - just the single instance of "recognize" → "recognise".
💬 Text Templates
Calling Intake SWAT Team: Do you have a text message that seems to resonate especially well? Please email to shadi@thekey.com so we can add to this text library.
See below for a text library you can adapt and customize.
1. Called – No Answer (Left Voicemail)
1 – Contextual & Neutral:
“Hello [Name], this is [Your Name] from TheKey Home Care. I’m following up on your request about care for your [loved one/yourself/your client] in [City/Area]. I’d be happy to connect when it’s convenient for you.”
2 – Urgent:
“Hello [Name], this is [Your Name] from TheKey. I’m following up on your request about care for your [loved one/yourself/your client] in [City/Area] — I’d like to speak soon so we can explore the best options while they’re available.”
3 – Detailed:
“Hello [Name], this is [Your Name] with TheKey Home Care. You reached out regarding care for your [loved one/yourself/your client] in [City/Area]. I’d be glad to share more about our approach, which goes beyond the basics to focus on safety, consistency, and a truly personalized caregiver match.”
4 – Reassurance & Relationship-Building:
“Hello [Name], I understand how important this decision is for your [loved one/yourself/your client] in [City/Area]. I’m here to answer questions and guide you through the options whenever you’re ready.”
5 – Value & Education:
“Hello [Name], I wanted to share that our Balanced Care Method™ supports not just daily needs, but also cognitive engagement, safety, and well-being — all tailored for your [loved one/yourself/your client] in [City/Area].”
2. No Answer After Multiple Attempts
1 – Contextual & Neutral:
“Hello [Name], I’ve been trying to reach you regarding care for your [loved one/yourself/your client] in [City/Area]. Please let me know a time that works best for you.”
2 – Urgent:
“Hello [Name], I’ve tried to connect a few times about care for your [loved one/yourself/your client] in [City/Area]. I’d like to ensure we speak soon so you have all the information you need to plan confidently.”
3 – Detailed:
“Hello [Name], I understand you inquired about care for your [loved one/yourself/your client] in [City/Area], and we haven’t connected yet. I’d welcome the chance to tell you more about TheKey’s approach, which goes beyond task lists to create a plan built around your family’s goals, routines, and peace of mind.”
4 – Reassurance & Relationship-Building:
“Hello [Name], I know it can take time to decide on care for your [loved one/yourself/your client] in [City/Area]. I’m here as a resource whenever you’re ready to explore your options.”
5 – Value & Education:
“Hello [Name], many families in [City/Area] are surprised to learn that early planning often leads to better caregiver matches and smoother transitions for their [loved one/yourself/your client].”
3. They Asked Me to Call Back Later
1 – Contextual & Neutral:
“Hello [Name], as we discussed, I’ll follow up on [day/time] about care for your [loved one/yourself/your client] in [City/Area].”
2 – Urgent:
“Hello [Name], as we discussed, I’ll follow up on [day/time] regarding care for your [loved one/yourself/your client] in [City/Area]. Please let me know if another time works better so we don’t miss the opportunity to plan ahead.”
3 – Detailed:
“Hello [Name], I’ll reach out on [day/time] as planned to discuss care for your [loved one/yourself/your client] in [City/Area]. When we speak, I’d like to share how our Balanced Care Method™ and personalized matching set us apart in creating lasting, meaningful support.”
4 – Reassurance & Relationship-Building:
“Hello [Name], I’ll plan to connect with you on [day/time] about care for your [loved one/yourself/your client] in [City/Area]. I’m here to make this process as simple and comfortable as possible for you.”
5 – Value & Education:
“Hello [Name], when we talk on [day/time], I can walk you through how our in-person and virtual consultations work, so you can choose what feels best for your [loved one/yourself/your client] in [City/Area].”
________________
4. Briefly Spoke – Interested but Still Thinking
1 – Contextual & Neutral:
“Hello [Name], it was a pleasure speaking with you about care for your [loved one/yourself/your client] in [City/Area]. I’m here whenever you’d like to continue the conversation.”
2 – Urgent:
“Hello [Name], it was a pleasure speaking with you about care for your [loved one/yourself/your client] in [City/Area]. Let’s connect soon so we can hold the best caregiver options for you.”
3 – Detailed:
“Hello [Name], I enjoyed our conversation about care for your [loved one/yourself/your client] in [City/Area]. I’d be glad to share more about our approach — beyond the basics — to include safety, trusted relationships, and a plan tailored to your priorities.”
4 – Reassurance & Relationship-Building:
“Hello [Name], I understand this is a big decision for your [loved one/yourself/your client] in [City/Area]. There’s no rush — I’m here whenever you’d like to continue our conversation.”
5 – Value & Education:
“Hello [Name], when you’re ready, I can explain how our Balanced Care Method™ addresses not just daily needs but also emotional well-being, engagement, and quality of life for your [loved one/yourself/your client] in [City/Area].”
________________
5. Engaged – Considering Consultation or Assessment
1 – Contextual & Neutral:
“Hello [Name], we can arrange a time — in person or virtual — to discuss care for your [loved one/yourself/your client] in [City/Area] and review options together.”
2 – Urgent:
“Hello [Name], let’s arrange a time — in person or virtual — to talk about care for your [loved one/yourself/your client] in [City/Area] so we can move forward with the right plan.”
3 – Detailed:
“Hello [Name], we can schedule a consultation for your [loved one/yourself/your client] in [City/Area] at a time that works for you. This visit will give us the chance to go beyond the basics — looking at safety, daily routines, and a caregiver match that feels like the right fit from day one.”
4 – Reassurance & Relationship-Building:
“Hello [Name], we can take the next step with a consultation at your pace — in person or virtual — to ensure your [loved one/yourself/your client] in [City/Area] feels comfortable and supported.”
5 – Value & Education:
“Hello [Name], a consultation gives us a chance to understand your [loved one/yourself/your client]’s needs in [City/Area] and recommend a plan that supports both quality of life and peace of mind for your whole family.”
Proposed Updates
Proposed Updates
Drop in any proposed updates (e.g., new fields you want in the web form, automations in salesforce) in the document below:
Proposed Intake Enhancements
Appendix 1: FAQs
General Service Questions
Q: What types of caregiving services do you provide?
A: We provide highly personalized, one-on-one care at home. Services include support with daily living (bathing, dressing, grooming), meal preparation, mobility and fall prevention, medication reminders, transportation, and companionship. We also specialize in advanced care for conditions such as Alzheimer’s and other dementias, Parkinson’s, stroke, heart disease, and post-surgical recovery.
Q: Do you provide both short-term and long-term care?
A: Yes. Families turn to us for short-term recovery, respite for family caregivers, and long-term support designed for aging in place. Many begin with a short engagement and extend into ongoing arrangements as needs evolve.
Q: How quickly can care begin?
A: In urgent situations, we can often start care within 24–72 hours, depending on the complexity of needs and caregiver availability.
Q: How flexible is the care plan?
A: Very flexible. We start by listening to what matters most to you — whether that’s morning routines, social outings, or dementia-specific engagement — and we design a care plan around those priorities. Our team brings clinical expertise and best practices, but we also customize every detail to fit your loved one’s preferences.
For example, we know from experience that someone living with dementia or mobility changes may need extra time for bathing so they never feel rushed. If your dad prefers morning showers, we’ll begin earlier to honor that routine. And if his schedule changes — say he begins physical therapy in the mornings — we’ll collaborate with you to adjust the care plan so he can attend PT, still have his preferred shower, and maintain a calm, unhurried pace.
In short: we balance what’s clinically best with what feels best, so your care plan adapts as life changes.
Q: What makes TheKey different from other home care providers?
A: We are the nation’s premier provider of private-pay home care. Think of us as the Ritz-Carlton of caregiving — combining personalized, high-touch service with rigorous clinical oversight. Unlike franchise or registry models, we operate as one integrated company, which means consistent quality, seamless support, and access to a national team of experts in aging and dementia care.
But we do all of this with a highly local presence, your care team in [insert city] knows everything about [insert city] and is connected to the community. This give us the unique advantage of being able to offer everything a high-touch, boutique smaller agency could with all the benefits of rigor and standardization and excellence that come with the resources a larger company has. It’s what has allied us to grow into the n ation’s largest private home care company.
Caregiver Qualifications
Q: Who are your caregivers and how are they selected?
A: Our caregivers are carefully chosen for skill, professionalism, and compassion. Each goes through a rigorous multi-step process including background checks, reference verification, skills assessments, and interviews focused on emotional intelligence. Many hold certifications such as CNA (Certified Nursing Assistant) or HHA (Home Health Aide).
All caregivers complete our comprehensive orientation and meet all state or provincial training requirements. But what makes TheKey unique is that training doesn’t stop there. We believe the most impactful preparation is personalized to each client’s needs. That’s why our Caregiver Managers and Client Success Managers provide specific training on every new client’s care plan — from preferred routines to dementia-informed approaches — so each caregiver arrives not only qualified, but prepared for your loved one.
In other words: our caregivers are trained for excellence in general — and then trained again for the person they’ll be supporting.
Q: Do families meet the caregiver before care starts?
A: Yes. We prioritize the right match. Families often meet their caregiver in advance, and we select based on skills, personality, and cultural fit through our CareMatch™ framework.
Q: Are caregivers insured and bonded?
A: Yes. Every caregiver is covered by liability insurance and bonding through TheKey, ensuring peace of mind and protection for families.
Q: How do you match caregivers with clients?
A: It depends on the family’s preference. Some families want to meet a caregiver in advance, while others prefer to begin care and build comfort over the first few shifts. To support either approach, we always schedule an in-person start of care where a Case Manager accompanies the caregiver on the first shift. This ensures the right fit, smooth introductions, and real-time adjustments if needed.
We also back our placements with a 30-day Satisfaction Guarantee: if for any reason you’re not satisfied, we will remove that caregiver from the shift and find a new one at no additional cost.
Matching is something we take very seriously. Our proprietary TheKeyMatch™ protocol considers not only cognitive, physical, and emotional needs, but also personality traits, cultural preferences, and specific skills — so your caregiver is more than qualified, they’re the right fit for your family.
Pricing & Payment
Q: How is private pay care priced?
A: Our services are billed hourly, with minimum shift lengths to ensure quality and continuity. Pricing depends on the level of care, schedule, and location. Because we are private pay, families retain full flexibility and control — no rigid long-term contracts.
Q: Do you accept insurance, Medicare, or Medicaid?
A: We are a private-pay provider. However, many clients use long-term care insurance for reimbursement, and our team assists with documentation to maximize benefits.
Q: Are there hidden fees or contracts?
A: No hidden fees. Our agreements are flexible you can increase, decrease, or pause care as needs change.
Q: What’s the value of private-pay versus hiring independently?
A: While private hiring may seem less expensive, it places all risks (payroll, liability, training, background checks) on the family. With TheKey, you gain a fully managed, insured, and clinically supported solution, with 24/7 backup and no gaps in coverage. (So, while a private hire may initially seem less costly, it has the potential to be FAR more costly in the long run).
Quality & Safety
Q: How do you ensure the quality of care?
A: This is what makes TheKey unique. Each local office has a dedicated care team, including a Caregiver Manager and a Client Success Manager — who oversee scheduling, timeliness, clock-in/clock-out, and ensuring that the care plan is accurate and meets the needs . They also conduct proactive check-ins and review Medallia client surveys to ensure satisfaction. Above that, we are the only home care provider in the nation with a Clinical Excellence & Quality team at the enterprise level, ensuring best practices, dementia-forward training, and national consistency.
Q: What if the family isn’t satisfied with a caregiver?
A: We act immediately. If a caregiver isn’t the right fit, we provide a seamless replacement at no additional cost.
Q: What precautions are taken for health and safety?
A: Caregivers are trained in infection control, fall prevention, and emergency protocols. Many are CPR-certified. Beyond training, we customize safety measures to each home, from medication routines to fall-proofing strategies — so care is tailored to your environment. And we can always take additional precautions based on family preferences; you just let us know your needs.
Q: How do you monitor caregiver performance?
A: We use a layered approach: real-time tracking of schedules, proactive supervisor check-ins, family feedback surveys, and ongoing skills refreshers. This ensures caregivers deliver not just safe care, but consistently exceptional care.
Lifestyle & Family Support
Q: Can caregivers help with companionship and engagement, not just care tasks?
A: Absolutely. We believe longevity is about living well, not just longer. Through our Balanced Care Method™, caregivers encourage meaningful activities, social connection, cognitive stimulation, and healthy routines that support both body and mind. Foundational to BCM is a sense of purpose–we look for what gives purpose, meaning, value to each person’s life and make sure that the care we are providing honors that.
Q: Do you provide care in facilities as well as at home?
A: Yes. Whether at home, in assisted living, rehab, or the hospital, our caregivers provide additional one-on-one attention and continuity of support. In fact, we are often called into senior living communities to deliver additional care because families often find that they would benefit from a 1:1 approach.
Q: How do families stay informed about their loved one’s care?
A: Families receive regular updates from their Client Success Manager and access to digital care notes. We maintain open communication so you always feel connected, no matter the distance.
Q: Can you support families as well as the person receiving care?
A: Yes. We view ourselves as partners to the entire family. That means educating loved ones on dementia care, helping support family dynamics (e..g., resistance to care), easing stress for adult children, and providing 24/7 access to our team when questions arise.
When spouses or partners live in the home, we recognize that while one person may be the primary client, the other often has their own needs—sometimes subtle, sometimes significant. In many cases, one caregiver can support both partners. When care needs exceed what one person can safely provide, we bring in a second caregiver to ensure everyone’s well-being. Our approach is flexible and person-centered: we do what it takes to make the situation work for the whole household.
Appendix 2: Objections
SWAT Objection Handling Reference
Quick reference guide for handling common barriers during web lead and intake calls. Keep responses warm, person-centered, and confident.
Objection: My mom/dad is resistant to having a caregiver.
Response: That’s incredibly common — many of the families we support start in the same place. What often helps is introducing care gradually, framing it as a helping hand rather than someone taking over. We can match your loved one with a caregiver whose personality and interests align, so it feels more like a companion. Also, often we find that clients who are initially resistant become much more open when they realize they can be doing more of the things they love when they have that extra support. So the caregiver is giving them back independence, not taking it away.
Next Steps: Offer a consultation as a low pressure way to meet and collaborate together on a plan, share a relevant success story; emphasize flexibility to change caregivers if needed.
Objection: It’s too expensive.
Response: I completely understand; care is a meaningful investment. Our rates reflect the fact that we hire only the top tier of all caregiver applicants, all licensed, insured, and background-checked, and your family will have the support of a dedicated client success manager 24/7 as well as a staffing team. We can also design a schedule that focuses on your top priorities so you get the most value for your budget. Many families find that having us in the home and supporting sooner prevents costly hospital visits and emergencies in the long run.
Next Steps: Lead with value before price; show schedule flexibility; mention long-term cost benefits, mention long-term savings (preventing falls, ER visits).
Objection: We’re just looking for information right now.
Response: That’s a great place to start. Many of our long-term families began by just gathering information. I’d be happy to set up a complimentary care consultation so you can see exactly what your options are and plan ahead ; there’s no obligation to start until you’re ready. Families often love having this completed because then when are ready to start, we’ve already done much of the work to get started.
Next Steps: Offer free resources; position planning as a service, not a sale; keep them in nurture sequence.
Objection: We already have someone helping.
Response: That’s wonderful — having help in place is so important. Many families still choose TheKey as a backup or for specialized support, like dementia care or post-hospital recovery, so there’s no gap in care if something changes. Our caregivers don’t replace family; they give you space to rest, protect your own health, and enjoy more quality time together without the stress of constant caregiving. Even a few hours a week can provide real relief and prevent burnout.
Next Steps: Offer respite framing; suggest trial shifts so family can see the difference.
Objection: We’re not ready yet.
Response: I understand — timing is personal. The benefit of starting early, even part-time, is that your loved one gets comfortable with a caregiver before a crisis happens, which makes transitions much smoother. We can start with a light schedule and build as needs change.
Next Steps: Normalize early starts; offer gradual introduction; emphasize caregiver continuity.
Objection: We’re comparing providers.
Response: That makes perfect sense — choosing a care provider is a big decision. What sets TheKey apart is our Balanced Care Method™, which focuses on the whole person, and our 92% first-match success rate for caregivers. Most agencies can’t match that level of training and oversight.
Next Steps: Share 2–3 clear differentiators; avoid badmouthing competitors; invite them to meet a caregiver or care manager, frame the consultation as a way to see what they need so you can even give them questions to ask competitors to help them weight their options.
Objection: Preference for Current Caregiver/Aide
Response: That’s great — support is important. Families often choose TheKey as backup or for specialized care, like dementia support or post-hospital recovery. The difference with us is that all caregivers are insured, background-checked, and professionally managed, with seamless backup coverage if anything changes.
Next Steps: Position us as supplemental support; highlight specialized training and continuity.
Objection: I’m worried about a stranger in the house/Trust and Safety Concerns.
Response: I understand completely. That’s why every caregiver is licensed, insured, background-checked through the Department of Justice, and covered by workers’ compensation. We also match based on personality and preferences so it feels comfortable from the start.
Next Steps: Offer to share caregiver bios before the start; emphasize safety protocols; mention satisfaction guarantee/rematching.
Objection: Independence Concerns
Response: I hear that often, it’s a big adjustment. Many people find that once care begins, it feels less like a stranger and more like a trusted companion; someone who cooks favorite meals, helps with errands, or simply keeps them company. This is where excellent care feels different: when we provide care we aim to give back independence, not take it away. We see what the person likes doing and can do with some support and help optimize that. There is the classic saying “use it or lose it” but there is also “use it and improve it.” Our care is thoughtful and designed to maximize each person’s own abilities.
Next Steps: Normalize the concern; suggest a gradual trial schedule; share examples of companionship-focused matches.
Objection: Can you guarantee the same caregiver every time?
Response: We know consistency is key. We work to provide the same caregiver as much as possible, and we build a small team around your loved one so there’s a familiar face if someone is unavailable. This approach also ensures coverage in emergencies.
Next Steps: Frame 'team' as a positive; highlight high caregiver retention rates.
12. Insurance/Payment Questions
Objection: “Does insurance cover this?”
Response: We are private pay, which means families have full control and flexibility. That said, many long-term care insurance policies reimburse for our services, and we’ll help with that process. If you do thave long-term care insurance, we have an in-house LTC Center of Excellence that will get everything set up for you.
Next Steps: Normalize private pay; offer to walk through LTCI paperwork; highlight flexibility vs. insurance restrictions.
Appendix 3: Condition Specific Tips
Condition-Specific Tips: A Clinical Insight Cheat Sheet for Intakes
Use these quick-reference facts to show expertise, build trust, and connect family concerns to early, consistent in-home care. The goal is to inform, guide, and position TheKey as the trusted, premium solution.
1. Falls & Mobility
Key Stats:
* 1 in 4 adults over 65 falls each year — leading cause of injury-related ER visits.
* Falls double the risk of premature death and often trigger rapid functional decline.
* After a fall, fear of falling can lead to less movement, accelerating weakness and frailty.
How We Can Help:
* Our caregivers can support safe movement daily—helping clients walk, transfer, and do gentle exercises—preventing the deconditioning that happens when someone stops moving out of fear.
* We can assess the home for hazards, recommend simple modifications, and provide steadying support during higher-risk activities (e.g., bathing, stairs).
TheKey Difference:
* Caregivers trained in fall prevention, safe transfers, and pacing activities to preserve independence.
* BCM Pillar: Move More—built into daily routines, even in short bursts.
2. Diet & Frailty
Key Stats:
* Nearly 1 in 10 older adults has clinical malnutrition; rates are higher after hospitalization or with dementia.
* Losing just 5% of body weight in a year increases frailty risk and hospitalization.
How We Can Help:
* Caregivers prepare balanced, appealing meals and encourage hydration throughout the day.
* We integrate light, safe strength-building activities into routines to maintain muscle mass and energy.
TheKey Difference:
* Caregivers trained to spot changes in appetite or weight early and adjust care plans in partnership with family and healthcare providers.
* BCM Pillar: Nourish & Hydrate—focus on both enjoyment and function.
3. Alzheimer’s and Other Dementia
[Quick Tip: Alzheimer’s is just one type of dementia—there are over 100 types in total. Alzheimer’s is the most common, making up about 60% of all dementia cases, but symptoms can look very different depending on the type. That’s why a thorough understanding of the person’s history and behaviors is so important for tailoring care.]
Key Stats:
* Over 6 million Americans live with Alzheimer’s; 60% will wander at least once.
* People with dementia are twice as likely to be hospitalized—and the ER is often the worst environment for them, especially for behavioral changes like agitation or confusion.
* ER visits can worsen symptoms, cause delirium, and create lasting setbacks.
How We Can Help:
* By addressing behavioral changes early, our dementia-trained caregivers often help avoid unnecessary ER visits through gentle redirection, environmental adjustments, and consistent support.
* We reduce wandering risk, maintain routines, and keep the home environment familiar and calming.
TheKey Difference:
* Dementia-trained caregivers focus on relational, not just task-based, support.
* BCM Pillars: Flex Your Mind, Connect with Others, Sleep Well—woven into everyday routines.
4. Stroke
Key Stats:
* Stroke survivors have a 1 in 4 chance of another stroke within 5 years.
* Common post-stroke issues: mobility loss, speech difficulties, fatigue, and depression.
How We Can Help:
* Caregivers reinforce therapy exercises at home, help with safe mobility, and support speech practice in everyday conversation.
* We pace activities to prevent fatigue while keeping clients engaged and active.
TheKey Difference:
* Care plans that adapt to progress and setbacks, with caregivers trained in stroke recovery strategies.
* BCM Pillars: Move More, Engage with Joy & Purpose.
5. Heart Disease
Key Stats:
* Leading cause of death for older adults; affects 1 in 3 over 65.
* Heart failure hospital readmission rates average 25% within 30 days.
How We Can Help:
* We help clients follow heart-healthy routines—from low-sodium meal prep to medication reminders and safe daily walks.
* Caregivers monitor for subtle changes in breathing, swelling, or energy that may signal the need for early medical follow-up before an ER trip becomes necessary.
TheKey Difference:
* BCM Pillars: Nourish & Hydrate, Move More, Sleep Well.
6. Loneliness & Social Isolation
Key Stats:
* 43% of older adults feel lonely regularly; loneliness increases dementia risk by 50%.
* Social isolation is as harmful to health as smoking 15 cigarettes a day.
How We Can Help:
* Caregivers provide genuine companionship, not just task support—sharing meals, encouraging hobbies, and reintroducing social routines.
* We can accompany clients to community events, medical visits, or simply provide meaningful conversation and engagement at home.
TheKey Difference:
* BCM Pillar: Connect with Others—intentional connection to lift mood, improve health, and build daily purpose.
Appendix 4: Differentiators
Explaining TheKey’s Services and Differentiators
Once you understand what matters most to the caller, this is your opportunity to guide them toward clarity—and show how TheKey is uniquely equipped to meet their needs. Speak with confidence and care. The goal is not to list features, but to connect their story to the value of our approach.
How to Frame Our Services
“TheKey is a full-service home care provider with 24 years of experience supporting families with everything from short-term respite to complex, around-the-clock care. We personalize every care plan and match each client with the right caregiver—someone who not only has the right skills, but who’s also a good fit emotionally and culturally.”
“We go beyond just task-based care. Our approach is holistic, proactive, and built around what makes life meaningful—whether that’s helping mom get to the garden every morning, or making sure your dad hears his favorite Sinatra song during his bath. These little things are part of our care plan, not extras.”
The Balanced Care Method® (BCM)
The Balanced Care Method is our evidence-based framework that guides every care plan. Developed by gerontologists and refined over two decades, it helps clients maintain independence, dignity, and quality of life by supporting six pillars of healthy aging:
Pillar
What It Means in the Home
Flex Your Mind
Reading together, word games, sharing stories, memory prompts, discussing current events.
Nourish & Hydrate
Preparing colorful, balanced meals; offering hydrating snacks; engaging the client in cooking.
Move More
Safe movement and light exercise, guided walks, stretching routines tailored to ability.
Engage with Joy & Purpose
Bringing in music, hobbies, spiritual routines, or meaningful conversation.
Connect with Others
Facilitating phone calls with family, joining community activities, or just shared daily rituals.
Sleep Well
Supporting calm routines, limiting late-day stimulation, encouraging gentle wind-down habits.
“This isn’t a checklist—it’s a way of thinking about care. We look for what matters most and build it into the everyday routine, so care feels good and life feels fuller.”
Our Dementia Expertise
We serve thousands of families navigating dementia—and we don’t take that lightly. Our caregivers receive specialized Enhanced Dementia Training, grounded in the latest research and person-centered techniques. This training includes:
* Reframing challenging behaviors as unmet needs
* Gentle redirection techniques and validation
* Sensory engagement and soothing routines
* Communication strategies for different stages
* Safety, structure, and predictable routines
* Tailoring care to preserve dignity and comfort
“We know this journey is difficult. Our teams are trained not just to manage symptoms—but to meet your loved one with empathy, patience, and purpose.”
TheKey Scientific Advisory Board
TheKey is guided by a world-class Scientific Advisory Board composed of leading experts in aging, gerontology, and care innovation. They help ensure that every part of our care model—especially our training and team-based approach—is grounded in the latest science, ethics, and best practices.
What this means for your family:
* Our care model is designed around what works—not trends or guesswork.
* We prioritize dignity, autonomy, and cognitive wellness in every plan.
* You can trust that every caregiver is backed by clinical wisdom, not just a checklist.
We don’t expect you to talk about research on the call. But you can reflect the care science like this:
“Our whole approach is built around supporting cognitive and physical health—not just showing up for a shift. Our caregivers are backed by an in-house team of experts and external scientific advisors to help ensure care is thoughtful and personalized.”
More Than a Caregiver: The Care Team Model
Every family we serve is supported by more than just one caregiver. Behind the scenes is a dedicated Care Team including:
* Client Success Manager: Your go-to resource and primary point of contact for the duration of care.
* Opportunity to highlight: they can come from varied backgrounds and experience in the aging industry.
* Unlike many agencies that assign a former caregiver as the care coordinator, our Client Success Managers often have clinical or professional backgrounds in healthcare.
* They’re trained to anticipate evolving needs, collaborate with family and other providers, and build a plan that grows with the client. This level of professional oversight is rare in private home care—and it’s a big reason why families choose TheKey.
* Staffing Manager: Ensures you have reliable caregiver coverage
* 24/7 Support Line: Always on call to support changes, emergencies, or concerns
“This means you’re never left on your own. If something changes—or if you need something different—we’re already thinking a step ahead.”
Our Satisfaction Promise
We’re so confident in our caregiver matching and onboarding process that we offer a Satisfaction Guarantee. If a caregiver isn’t the right fit, we’ll rematch right away—no questions asked.
“It’s really important to us that you feel good about the person in your home. That’s why we take time to learn your preferences during the assessment and adjust as needed.”
Our Scale—and Why It Matters
TheKey is the largest private-pay home care provider in North America. That allows us to offer:
* Reliable coverage even during emergencies or schedule changes
* Training and oversight that smaller agencies can’t match
* More caregiver options to get the right match
* Dedicated LTC Insurance experts to help with claims and reimbursement
* Operational excellence that supports every level of care
Quick Stats to Share (Use Where Relevant)
* 24 Years of personalized care since 2002
* 5-Star Average Google Rating
* 120,000+ Clients Served
* 15,000+ Caregivers
* 15 Million+ Hours of Care Delivered Annually
* 110 Locations Nationwide
Appendix 5: Needs by TheKeyMatch
TheKeyMatch Quick Reference
Care by TheKeyMatch Types: Cognitive, Physical, and Emotional Needs
This section equips intake team members to confidently assess client needs and position TheKey’s services with warmth, expertise, and clarity. Regardless of your clinical background, your role is to listen deeply, recognize key care needs, and communicate how we can help—while anchoring everything in our Balanced Care Method™ (BCM) and team-based support model.
Every intake conversation should not only gather facts, but reflect understanding, offer reassurance, and begin setting the stage for tailored, high-touch care.
This section outlines how to recognize needs, address resistance, and assign a provisional CPE (Cognitive, Physical, Emotional) level as part of the handoff to assessment.
Cognitive Needs
What to Listen For
* Diagnoses: Alzheimer’s, other dementias, MCI, post-stroke cognitive decline
* Symptoms: Repetition, confusion, sundowning, paranoia, poor safety awareness
* Phrases: “They don’t remember conversations,” “They’re not themselves anymore,” “They get agitated in the evenings”
Why Quality Care Matters
* Early care can reduce crisis, promote aging in place,, and stabilize mood
* Structure and routine lower anxiety and confusion
* Familiarity and relationship-building are critical—especially early on
TheKey’s Approach
* Dementia-trained caregivers build trust over time, not all at once
* We match for long-term continuity and embed care into meaningful routines
* BCM focus: Flex Your Mind, Connect with Others, Sleep Well
Tips to Build Expertise
* Normalize symptoms: “This is very common—we support families with this every day.”
* Validate emotion: “It’s exhausting trying to manage this on your own.”
* Highlight value: “We help clients feel more grounded and families feel less alone.”
Recommendations
* Recommend care during high-need windows (mornings/evenings)
* Normalize a bumpy transition and the value of consistency
* If the client is in memory care already, position us as supplemental support for quality of life
Physical Needs
What to Listen For
* Diagnoses: Parkinson’s, diabetes, arthritis, stroke, fall risk, frailty
* Symptoms: Fatigue, difficulty walking, weakness, incontinence, weight loss
* Phrases: “They’ve fallen,” “They don’t move around much anymore,” “They need help with the shower”
Why Quality Care Matters
* Falls, malnutrition, and dehydration are preventable—but common
* Caregivers reduce risk and restore daily routines
* Mobility + nutrition + engagement = better aging outcomes
TheKey’s Approach
* Caregivers trained in fall prevention, transfers, and safe mobility
* BCM focus: Move More, Nourish & Hydrate, Sleep Well
* Collaborative care: We work with PTs, doctors, and families to support goals
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Tips to Build Expertise
* Name what they might not: “Even small changes in walking can signal bigger risks.”
* Reframe support: “It’s not about doing things for them—it’s about keeping them steady and confident.”
Recommendations
* Anchor care in routines: bathing, meals, walking
* Suggest longer shifts for safety and recovery
* If post-hospital, stress that caregiver presence reduces readmissions
Emotional & Behavioral Needs
What to Listen For
* Diagnoses: Depression, anxiety, prolonged grief, PTSD
* Symptoms: Apathy, withdrawal, sadness, mood swings, resistance to care
* Phrases: “They’re just not themselves,” “They don’t enjoy anything anymore,” “They’ve shut down”
Why Quality Care Matters
* 43% of older adults report feeling lonely
* Social isolation increases risk for cognitive and physical decline
* Emotional symptoms often go unrecognized—but impact daily life deeply
TheKey’s Approach
* Emotional intelligence is a core part of our hiring and training
* BCM focus: Engage with Joy & Purpose, Connect with Others, Flex Your Mind
* We use routines, creativity, and social connection to rebuild purpose and spark
Tips to Build Expertise
* Normalize: “This is so common—and very treatable with the right kind of support.”
* Highlight small wins: “Even light conversation and fresh air can change everything.”
* Offer hope: “We’ve seen clients come back to life with steady, thoughtful care.”
Recommendations
* Recommend care during isolating hours (e.g., after family leaves, early mornings)
* Emphasize building a relationship over time
* Reassure that our team supports the family too—not just the client
Appendix 6: Common Profiles
Common Caller Profiles and Scenarios
Understanding who is on the other end of the line helps you match the right tone, structure, and support. Below are common caller types, how to recognize them, how to guide them, and one-line snapshots you can use when documenting in Salesforce or handoffs.
The Resistant Caller
Snapshot: “James is a proud 84-year-old retired engineer who’s never had anyone help him before and is skeptical about having someone in the house.”
Traits: Downplays needs, resistant to outside help, family reports loved one may be unwilling to accept care.
Approach:
* Normalize: “That’s very common—many of the families we work with are navigating this too.”
* Reframe gently: “Sometimes we start as a companion or extra support around the house. It’s not about taking over—it’s about easing the load.”
* Emphasize flexibility: “We can begin slowly, build trust, and adjust as everyone gets more comfortable.” This might be a scenario where you offer around 20 hours a week if the caller is very hesitant and reinforce the flexibility to build up as needed.
The Overwhelmed Researcher
Snapshot: “Karen has called several agencies and is emotionally drained—she just wants someone to listen and give her clear, honest guidance.”
Traits: Exhausted from searching, repeating their story, unclear what makes providers different.
Approach:
* Validate the experience: “It sounds like you’ve been working hard to find the right support. That’s a lot to carry.”
* Offer clarity: “Let me simplify this. Here’s what we do and how we’ll make it easier moving forward.”
* Recap clearly and take the lead on next steps.
The Budget-Conscious Family
Snapshot: “Lena is trying to balance her mother’s care with a fixed family budget and is nervous about making the wrong financial decision.”
Traits: Cost-sensitive, may be comparing providers or unsure if they can afford care.
Approach:
* Lead with value: “Let’s first make sure you understand exactly what’s included in our care so it’s easier to weigh your options.”
* Normalize the concern: “It’s a meaningful investment—every family wants to make the right choice.”
* Explore financial tools: “Do you know if there’s a Long Term Care Insurance policy or someone helping manage finances?”
* Gently explore flexibility and how much they were hoping to pay: “Do you have a sense of what kind of budget you were hoping to stay within? That can help us figure out the right schedule—or at least make sure we’re pointing you toward the best options.” Then you might see if we can re-arrange their schedule. “Sometimes we can structure care around your top priorities—like mornings or safety at night—and gradually build from there.”
The Delegator (Calling on Behalf of Someone Else)
Snapshot: “Michael is gathering information for his sister, who lives out of state and is the primary decision maker for their father’s care.”
Traits: Not the final decision-maker, but trying to help coordinate or gather information.
Approach:
* Acknowledge their role: “You’re taking on a big task and it’s so helpful to your family.”
* Offer inclusivity: “We’d be happy to set up a call with your sister or loop her in via email.”
* Clarify needs: “What’s most important to your family in choosing a care provider?”
The Family in Crisis
Snapshot: “Maria’s dad fell last night and is still in the hospital—she’s trying to find immediate support so he can return home safely.”
Traits: Urgent, emotional, often dealing with hospital discharge, fall, or new diagnosis.
Approach:
* Stay steady: “You’re doing the right thing—we help families through this exact situation every day.”
* Get the facts: “Let’s coordinate with the hospital to make sure there’s no care gap at discharge.”
* Focus on action: “We can move quickly to ensure a safe transition home. Can I confirm the discharge date and hospital name?”
**Tip: Use one-line snapshots in your documentation to make the handoff more human. Focus on what’s driving the call—emotion, urgency, concern—not just logistics.*t
Appendix 7: Office Cards
Salesforce - Office Cards
Regional Intake Managers
Purpose: A tool within Salesforce that can be leveraged on calls, that can provide a single source of information by office. This will be especially useful in the pilot to be able to see important office details within Salesforce without having to navigate to different tabs.
STEPS
1. Login to Salesforce using ‘Single Sign On’ (SSO).
2. New call comes in
3. Select the ‘Office’ tab in the lower left corner of your screen
4. Enter a caller zip code
5. If we service that location, the office card will present with all the details for that office.
6. If we do not service that location, you will see ‘No Office’ indicated next to the ‘Office Name’.
OFFICE CARD FIELDS
Updating Client Profile Tags
* Office Name: Location (e.g., Atlanta)
* Local Time: Day, local office time AM/PM (e.g.; Monday, 6:29:40 PM)
* Phone Number: Main office line (e.g., (312) 380-6716)
* Market Price Range: standard hourly private pay range for an office (e.g., $38–$45/hr)
* Live-In Rate: Common daily or weekly pricing for live-in care (e.g., $425/day)
* Nursing Assessment Fee: Clinical fee, if required. Blank if not required.
* Care Scout Range: Adjusted rates if applicable. Currently blank, to get to the rates you will have to select and locate the section for Care Scout rate range on the new popup.
* Regulatory Status:
* Regulated: A state that requires a license to provide service to our clients. These states require us to comply with specific regulations and to pass surveys.
* Non - Regulated: A state that does not require a license and is not subject to a state survey.
* Service Eligibility:
* Serviceable: Covered by TheKey
* Franchise: Covered by a franchise partner
* No Office: No coverage currently available
* Available Services: Services offered (e.g., GCM, Skilled Nursing, Dementia Support)
* Office Location: Physical office address
* Internal Notes: Office specific alerts (e.g. weekend hours are hard to fill)