Tamworth · family-run since 1986
Standon House, Tamworth
How a third-generation family home in Tamworth found its real story again and filled its beds, without paid adverts.
Occupancy
Full
Within about twelve months of the new brand and website going live.
Enquiries
53
Through the new website alone, and 30 families booked a visit online with no phone call first.
Recruitment
236
In under three years, from the same story told to the people who care. No agency staff throughout.
Standon House isn't a typical care home. It was built as a grand family home on a leafy road in Tamworth, and Ryan Jeffries' grandparents turned it into residential and dementia care.
For decades it was well known and deeply respected locally. Ryan's grandmother was the soul of the home. She tended the roses herself, and the garden was what drew families in.
By the time Ryan, the third generation, took over, the home was tired. A CQC 'Requires Improvement' rating had shaken his confidence, and nothing said why Standon House was different.
Yet the real story wasn't in any brochure. It was in the people. Some of the team had been there over 20 years, and some had worked for Ryan's grandparents.
The home had no agency staff at all. That was the story: not the building, the continuity. The same faces year after year is what families need to hear, and what fills beds.
On the first meeting
“He was gutted about how it looked compared to how his grandma used to have it. He actually cried in our first meeting — about what she would think, seeing the garden a bit empty and the home not quite at its best.”
Barry Jobson
Founder, Care Home Marketing Co.
We didn't invent a story. We recovered the one that had always been there, and made it visible again.
Brand strategy and identity
A discovery process found the grandparents' legacy and the staff's loyalty, then a warm identity: family heritage, not clinical care.
Website
Copy anchored to the story, and a photography brief focused on real staff and real moments.
Canva templates and ongoing work
Templates for his own brochures and materials, and monthly content that keeps the story visible locally.
The services used: Branding and logos A website that brings enquiries The Marketing Assistant
Occupancy moved from around 70% to effectively full within twelve months of the new brand and website going live. No paid adverts, no surge in spend: a clear, honest story that families recognised as genuine.
The CQC rating that had felt catastrophic mattered little to families who came and met the staff. It improved, and it stopped being the story.
Ryan went from apologetic to proud. He is now buying back the adjacent extra-care apartments as part of his expansion. In Barry's words: “Going out there with a new reputation and a new story — that's what did it.”
The next story: Pressbeau Care Homes, 8.5 times more search traffic in 90 days
Most homes are sitting on the very thing that would fill their beds. Tell us about yours and we'll call you back, usually within a working day.
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Rather talk now? Call us on 01865 537 072.