Running a home care agency is one of the most rewarding things a person can do. You get to help families during some of the hardest moments of their lives. But let’s be honest — it can also be exhausting. Between managing caregivers, keeping clients happy, and trying to grow your business, burnout is real.
A lot of agency owners start with a big heart and end up feeling stuck, stretched thin, and not sure what to do next. The good news is, it doesn’t have to be that way.
To shed more light on this, we got in touch with Becky Reel — founder of Reel Home Care Consulting, speaker, and author of Borrowed Time. She built her agency from scratch all the way to the number one ranked home care agency in North America, growing 300% year over year before selling to private equity in 2023. Now she helps other agency owners build profitable businesses without burning out.
It started with my family. My grandfather needed care, and watching my mom navigate that experience lit something in me. She had actually already started a home care agency of her own, and when I stepped in to help, I realized this was exactly where I was supposed to be.
Watching her care so much for families in need, and then seeing her work hard to build something that could help others, made me want to keep that going. It was never just about starting a business. It was about honoring what she began and creating something that really made a difference for caregivers and the families they take care of.
Build your culture before you build your numbers. I see agencies grow fast and then panic because the base wasn’t strong enough to hold it. When your values are clear, your training stays the same every time, and your team knows exactly what great care looks and feels like, growing becomes so much easier to handle. Growth should feel exciting, not scary.
Scheduling and caregiver communication, no question about it. When those two things break down, everything else falls apart. Owners end up playing catch-up every single day. Getting a good scheduling system in place and setting up clear ways to talk with caregivers early on gives you back your time and your peace of mind. From there, you can build everything else the right way.
Make them feel seen before they even start. The onboarding experience sets the tone for everything. If a caregiver’s first few days feel messy or like they got thrown in without any help, you have already started losing them. Invest in a warm, caring onboarding process and check in with them often during those first 90 days. People stay where they feel valued and ready to do their job.
Get connected to people who have done it before you. This industry is full of kind people who truly want to help others make it. So, you can find a mentor, join groups, and don’t try to figure everything out on your own. And be easy on yourself in the beginning. You won’t have it all figured out right away, and that’s perfectly fine. Keep showing up with heart and a desire to learn, and you will find your way.
As Becky mentioned, building a great home care agency starts with the right foundation. Get your scheduling in order, take care of your caregivers from day one, and build your culture before you chase growth.
You don’t have to figure it all out alone. Find a mentor, stay connected to your community, and keep showing up with heart.
Whether you are just getting started or ready to take things to the next level, the right systems and the right support can change everything.
The families you serve are counting on you — and so are the caregivers on your team. Build something you are proud of, and do it in a way that lets you enjoy the journey.
Becky Reel’s grandfather passed away on New Year’s Day, and it changed everything for her. That loss led her into the home care industry, and she went all in. She built a home care agency from the ground up to the number one ranked agency in North America, growing 300% year over year before selling to private equity in 2023.
But here’s what she learned along the way: you can build something incredible and still have a life. It just takes the right systems, the right boundaries, and someone in your corner who actually gets it.
Now, through Reel Home Care Consulting, Becky helps home care agency owners build profitable agencies without burning out.
Becky is also the author of Borrowed Time and a speaker on a mission to change the home care industry one agency owner at a time. This work is personal to her, and if you are building something meaningful in home care, she would love to connect.
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