About us

We know care. And we know marketing.

We exist for one reason: independent homes deserve to be as full as the quality of their care deserves. We're the specialist team that makes it happen.

Why we exist

The care was never the problem

We kept meeting brilliant homes — warm, well-run, genuinely loved by the families in them — sitting at 80% occupancy while a corporate group down the road ran full. The care wasn't the difference. The marketing was.

Generalist agencies treated care like any other client: a website here, some ads there, a report nobody could act on. None of them understood the 85% line, CQC cycles, or the adult child making the hardest decision of their year at 11pm.

So we built the agency we wished those homes had — one that starts with the problem, speaks care home fluently, and measures success in filled beds, not vanity metrics.

Baz Jobson · Founder

Meet the founder

Hi, I'm Baz

I started Care Home Marketing Co. after watching brilliant, well-run homes sit half-empty while bigger groups filled up — not because their care was worse, but because nobody was telling their story properly.

I've sat across the table from owners who've cried about how their home had drifted from what it once was. That's the part most agencies never see — and it's exactly why I do this. Get the story right, treat occupancy as a system, and the right families find you.

I still personally run the first diagnostic for every home we work with. If that sounds like the kind of help you've been after, I'd love to hear from you.

Book a discovery call with me

What makes us different

We speak care home

We know private-pay and local-authority placements need completely different marketing — and we build for the residents you actually want.
We understand the family's journey: the guilt, the urgency, the late-night research, the tour that makes or breaks the decision.
We talk occupancy, cost per admission and CQC ratings — not impressions, reach and engagement rate.

Trusted by care operators

Some of the homes and providers we work with

What we believe

Four principles we don't bend on

Diagnosis before prescription

We never sell a service before we understand the problem. Two homes with the same low occupancy rarely share the same cause.

Systems over services

Deliverables stop the day you stop paying. A system keeps working — so that's what we build.

Honest, always

No vanity metrics, no fabricated reviews, no spin on a CQC rating. Trust built on honesty is the only kind that lasts.

Warmth is the strategy

This is an emotional decision for families. Warmth isn't decoration — it's what turns a visitor into an enquiry.

What our clients say

“It's been a pleasure working with Baz on our brand development project. He created a strong and meaningful new brand for our care home business, reflecting the passion we have for providing care to our residents. We're now benefitting from Baz's excellent creative and communication skills, and would happily work with him again on future projects.”

Anna Burke Head of Marketing, Ben Care

How we deliver

A small, specialist team with serious capacity

We're a focused team that works only with care providers — no scattered roster of unrelated clients pulling us in every direction. Because we're AI-native in how we deliver, a single home gets the calibre and pace of marketing that used to be reserved for the big groups.

You get specialist senior thinking, delivered fast — and a partner genuinely invested in seeing your home full.

Work with us

Let's see how full your home should be

Start with the Free Enquiry Review — five minutes, no obligation, and a clear picture of where your occupancy is leaking.

Start your free enquiry review