How to track where your care home enquiries come from

To track where your care home enquiries come from, ask every family how they heard about you and write the answer down the same day, in one place. Then review it once a month.

If you don’t know where new families are finding you, you’re guessing at what’s working, and guessing doesn’t keep your occupancy steady.

Why Bother Tracking Care Home Enquiry Sources?

Every care home owner we’ve worked with has the same worries: rooms to fill, families to reassure and staff to keep busy without overwhelming them.

So why put in the effort? Because if you don’t know what’s working, money gets wasted and fewer families call. One small change, tracking how families find you, shows you where to spend your time.

• Helps you keep what’s working. Bin the rest.
• Means budgets aren’t sprayed everywhere.
• Builds your reputation locally, when you hear where people really talk about you.
• Makes enquiry follow-up far quicker (and much less of a faff).

Sound familiar? All the staff meetings, the events, the Macmillan coffee mornings… They’re gold, but only if families are actually finding you because of them. If not, why bother?
Knowing the source is the last step in how to handle care home enquiries, so make sure the earlier steps are in place too.

How to track enquiry sources without going round the houses

We see this all the time with smaller homes. There’s a spreadsheet somewhere, but not everyone fills it in. You’re left wondering, “Did they spot us on Google, or was it Emma’s talk at the library?”

Here’s what works when it comes to actually, painlessly tracking care home enquiry sources:

• Ask (properly!): “How did you find us?” Don’t accept a vague answer. Was it Google, ChatGPT, Facebook, a friend or your website? Make this part of every call.
• Record it, every time: Use your enquiry log, whatever shape it’s in. Phone, notebook or software, it doesn’t matter, as long as it’s written down and not just in someone’s head.
• Make It Visible: You want a system the whole team uses, not just the manager. Put it on the wall, make it a standing agenda point at meetings, whatever it takes.

Families want quick reassurance. If you ask clearly and keep simple notes, no one will mind. It’s about helping, not prying.

The Hidden Value: Tracking Small Moments, Too

Tracking also picks up the details that matter to families. “Saw the home in the village newsletter.” “Heard about the cake at your Macmillan day.” “A friend’s mum lives here and loves the quiz nights.”

Write it down. Every small moment tells you what families value. If your log only says “Facebook”, you’ll miss this, so add a “notes” column.

Digital Tools (That Won’t Drive You Round the Bend)

Some homes give up on digital tracking because it sounds fiddly. There are simple tools that don’t cost the earth and don’t require an IT degree.

• Google Forms: Set up a basic online form. The receptionist clicks, types and it’s done. You can keep adding questions, such as “Where did you hear about us?” and “Who referred you?”
• Basic spreadsheet: Google Sheets, Excel, whatever you have at hand. Make a simple template with the date, the source and any extra notes.
• Enquiry software: Specialist tools can help, but only if they fit the way you work. The questions below explain when it’s worth it.

Start with what you’ll actually use. It doesn’t matter how slick it looks. The important thing is that your staff can do it in under 30 seconds, before the kettle boils.

What About Website Enquiry Tracking?

If you have a website, this bit is vital. If you don’t know which families come through it, especially after all that effort with fresh photos and stories, you’ll never know if it was worth it.

• Use clear, simple contact forms. Don’t make families hunt for your phone number or email. They’ll go somewhere else.
• Add a ‘How did you hear about us?’ box. Make it friendly. “Spotted us in the Gazette, or did a neighbour mention us?” works better than a blank space.
• Track phone calls, too. If you run adverts in the local paper, or on Google, Meta or ChatGPT, a separate tracked number shows you who called from where.

Still not sure about the techy bits? Find someone in your team who loves a spreadsheet. Or rope in a clever nephew. It’s a job for a rainy afternoon, not a full rebrand.

Review, share and actually use what you find

Don’t let this gather dust. Once a month, over a brew or before a staff meeting, review your notes.

• What’s working? (Is that open day worth the cake and balloons?)
• Is your website bringing in new families?
• Do families always mention your dementia care (but your flyers don’t say a word about it)?

Share what works with your whole team. If families keep mentioning something you do, shout about it. And drop what nobody cares about, even the Christmas fair if no one turns up.

When tracking fails: what goes wrong and how to fix it

We hear the same complaints:

• “Staff forget to ask.”
• “Families are cagey.”
• “It’s another admin task piling up.”

Here’s how you tackle it:

• Quick scripts for staff: “We’re always working to improve. Can I ask how you found us?” Sounds less like a checklist, more like genuine care.
• Make it easy: Printed log on the desk, a sticky note, whatever. Remove any step you can.
• Share the impact: When staff see which efforts bring families in, they’ll care a lot more.

The Real Pay-Off: Reputation and Relationships

Tracking also shows you how your reputation in the local community is growing or faltering. It tells you where to focus your stories and who’s spreading the word, perhaps a grateful family or the local vicar.

3 Simple Things You Can Do Today

• Print a “How did you find us?” question sheet and put it at the front desk. Ask every new family.
• Check your website for an enquiry form. If missing, add a friendly “How did you hear about us?” box.
• Book 10 minutes tomorrow to review last month’s enquiry notes with your team. Spot trends together.