AI is changing how care home providers make decisions and strategise.

So I put ChatGPT to the test, and asked it a simple question:

“I’m a care home group in the UK. I want more enquiries, particularly from private families. I have websites, Facebook pages, and listings on care directories. What marketing strategy would you recommend?”

As my video reveals, ChatGPT’s response was excellent.

Much of the advice aligned closely with what we’d recommend to help care home providers get more private enquiries.

Watch my “I asked ChatGPT to get more enquiries for my care homes” video.⬇️

So what did ChatGPT get right, and what not-so-right?

1. Your Website Must Generate Enquiries

One of the first points ChatGPT made was that many care home websites inform visitors but fail to convert them.

That’s correct.

Families don’t just seek information. They want reassurance and confidence that their loved one will be cared for.

That’s why elements such as family testimonials, resident stories, staff profiles, and clear calls-to-action are valuable.

Video testimonials are particularly powerful. Seeing and hearing real families speak about their experience in your care homes creates a level of trust that written reviews alone rarely achieve.

2. Google Search Is An Important Channel

ChatGPT identified local search as a source of private enquiries.

Again, correct.

Care home providers tell us this time and time again.

Most private families begin their search online, sometimes late in the evening after a difficult conversation or a worrying health event with their loved one.

3. The Power Of Referral Relationships

Another ChatGPT recommendation was the role of trusted intermediaries, such as hospital discharge teams, GPs, social workers, and community organisations who can all play a role in influencing care decisions.

Many care homes underestimate the value of nurturing these relationships.

Regular updates, open days, e-newsletters, and consistent communication help keep your home front of mind when recommendations are being made.

4. PR Builds Trust

This is where many providers miss a huge opportunity.

Regional journalists love positive care home stories.

Resident achievements, community initiatives, fundraising events, staff recognition, and intergenerational projects all have genuine news value.

The result?

Credible third-party coverage that helps builds trust with families before they make an enquiry.

Local newspaper coverage is valuable. Local television coverage even more so.

But….

5. If You Want Enquiries Fast, Use Google Ads

As my video reveals while ChatGPT’s overall strategy was strong, this is where I would slightly reorder the priorities.

If your objective is generating more enquiries quickly, Google Ads should be further up the top of the list to where ChatGPT places it.

When combined with a high-converting website, targeted campaigns can put your care home directly in front of families actively searching for care today.

The critical part is tracking every enquiry and understanding exactly where it came from.

So….

all in all, ChatGPT provided good strategic guidance.

But, based on helping care home providers for more than 10 years, I’d make some tweaks.

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