We help ambitious care homes get noticed by self-funding families, bring in more of the right enquiries, and turn more of those enquiries into residents.
Independent care homes and growing groups across the UK.
Most care homes don't have one marketing problem. They have three smaller ones that feed each other: no clear position, activity without a plan, and enquiries that go quiet. We work on all three.
"We're a good home, but families still pick on price or postcode."
We mystery shop your enquiry process, study the homes you're compared with, and write a plan that says something different about you. It becomes the brief for everything else.
Research and strategy"We've spent on ads and a website. The phone still isn't ringing."
A website built to convert, search visibility, photography, social and PR, in the mix that suits your budget and your homes. Coordinated by us, so you don't have to manage five suppliers.
Care home lead generation"We get enquiries. They visit. Then we never hear from them again."
Families slip away before or after the showround more often than owners realise. We put simple follow-up systems in place and train your team so fewer opportunities are lost.
Enquiry handling and conversionThe figures below come from work we've published. Ask us how they were measured and we'll show you.
A luxury care home with stunning interiors and a strong care ethos, two years open, and the numbers not adding up. Heavy spend on digital, enquiries that weren't converting, and short-stay placements creeping up.
We went back to the foundations. The home's story written by a specialist care copywriter, new photography, a website built for private-pay families, and enquiry training for the in-house team so everyone handled calls the same way.
Net +8 residents in eleven weeks. +18 by month five, and still climbing.
“Read the full case studySally helped us identify our key challenges, particularly our low conversion rate from enquiry to show-around, and turn them into opportunities for growth. Today we're seeing a steady increase in occupancy each week.
Alysia Liveras, Director, Alysia Caring Group
Marketing for a care home is never finished. So we don't hand over a plan and disappear. Month by month, this is what the relationship looks like.
We look at your occupancy mix, your enquiry numbers and what's coming up, and agree what matters most this quarter.
Website, photography, campaigns, PR. We brief, manage and quality-check every piece, so you have one point of contact.
Your managers and admin team handle the enquiries. We give them the tools, the scripts and the confidence to convert more of them.
A plain-English review of enquiries, showrounds and admissions, so the next month's decisions are based on numbers, not guesswork.
Fearless Marketing was founded in 2022 by Sally Rasmussen, after years of care marketing both in-house and agency side. We only work in care, so we already know the pressures on occupancy, fees and staffing before the first conversation.
Every empty bed is a missed opportunity to change someone's life. Good marketing fixes that.Sally Rasmussen, Founder and Managing DirectorAbout us
“Sally is a very knowledgeable and experienced marketer with hands-on experience in the care sector, and it shows.
Josh Fisher, Managing Director
Practical marketing thinking for owners and managers, written from real care home work. No theory, no fluff. Here's a recent one.
WeeklyMorning. This week I want to walk through the four places a daughter or son looks before they shortlist a home, and what they're actually looking for on each one. Most of it isn't what owners expect.
It starts with a Google search for "care homes near me". Then your reviews. Then your website, on a phone, at eleven at night. Then a directory listing you may not have updated since...
Sally
PRLocal journalists want stories, not adverts. Here's what makes a care home story worth printing, and how to hand it over so it actually runs.
Read the article
MeasurementLikes and impressions won't fill a bed. The handful of numbers a care home owner should ask for every month, and what a healthy figure looks like.
Read the articleOne email a week. Unsubscribe whenever you like. We won't spam you, we're too busy filling empty beds.
A 30-minute conversation about your homes, your occupancy mix and what you've already tried. You'll come away with an honest view of what to fix first, whether or not we end up working together.
Book a call No pitch deck, promise