If you’re a senior living operator, there’s a quiet question more people in your position should be asking: Are we giving away our home health revenue?
For many communities, the answer is yes — and they don’t even realize it.
The typical setup looks like this: An outside home health agency provides care to your residents. Maybe they’ve been in your building for years. Maybe the relationship is friendly and convenient. And on the surface, it seems like a win-win. They handle the care, and you avoid the headaches.
But here’s the catch: Every time that outside agency provides care, they are the ones billing for it. They are the ones collecting reimbursement. And they are the ones building a relationship with your residents that goes beyond your walls.
Meanwhile, your community is left on the sidelines — often with little more than a referral thank-you and none of the financial benefit.
The Hidden Cost of Letting Someone Else Own the Relationship
Senior living operators often underestimate the long-term impact of this arrangement. It’s not just about the immediate revenue you’re missing. It’s about ownership of the resident experience. When an outside agency controls the clinical relationship, they control the messaging, the care delivery, and the loyalty that comes with it.
Over time, that dynamic can start to affect more than just finances. It can affect occupancy, retention, and brand trust. If the home health agency isn’t delivering exceptional care, it’s still your reputation on the line — even if they aren’t technically part of your organization.
And let’s be clear: in many cases, these agencies are building their own business within your building. That means referrals flowing out the door. Family relationships forming outside your control. And dollars leaving your community every single day.
The Opportunity Most Senior Living Communities Are Overlooking
What many senior living operators don’t realize is that owning or co-owning a home health agency is no longer just for hospitals or large healthcare systems. More and more forward-thinking senior living organizations are building their own home health capabilities — either independently or through strategic partnerships.
Doing so allows them to control the care experience, capture reimbursement, and create a seamless clinical pathway for their residents. It also positions the community as the primary source of care — not just housing.
When home health is done right and managed well, it can become a significant revenue stream. But more importantly, it deepens the resident relationship and keeps your brand at the center of care.
Is It Worth It? A Question of Control vs. Convenience
Of course, bringing home health in-house isn’t the right move for every community. It takes expertise, infrastructure, and compliance oversight to do it well. But if you have enough volume — or if your residents are already a steady source of referrals for an outside agency — it’s worth asking the question.
Because every day you wait… every new resident that needs home health… every episode of care provided by someone else… is another opportunity lost.
And the agency you’ve let in your door? They know exactly how valuable your residents are. They’ve built their entire business model around it.
Maybe it’s time you did the same.
Want to Explore What This Could Look Like for Your Community?
Gravity Consulting helps senior living organizations take back control of their care delivery — and their revenue.
Whether that means starting your own home health agency, exploring joint ventures, or simply evaluating your current partnerships, we can help you see what’s possible.
Call us at 844-899-6883 to start the conversation.
