Introduction to A Place for Mom

Introduction to A Place for Mom

A Place for Mom (APFM) is one of the largest senior care referral platforms in North America. Families use APFM to research senior living and home care options, read reviews, and connect with providers — all at no cost to them. For Qualicare franchisees, partnering with APFM means gaining access to a huge audience of high-intent families who are actively seeking care.

What is A Place for Mom?

A Place for Mom (APFM) operates as a referral network:

  1. Families search online or call APFM for help with care options.
  2. APFM’s Advisors consult directly with families to understand their needs, budget, and location.
  3. Advisors then connect those families with a shortlist of local providers, including home care agencies like Qualicare.
  4. Families can also browse the APFM directory of providers, which includes descriptions, photos, and verified reviews.

Reviews are a major driver on APFM. Families rely on authentic client testimonials to build trust. Profiles with more reviews and higher ratings are prioritized in Advisor recommendations and in the online directory.

For Qualicare franchisees, APFM functions as a shared (non-exclusive) lead source. Your speed of response, professionalism, and ability to stand out will determine how many referrals turn into clients.

How A Place for Mom Works

Here’s the typical flow of an A Place for Mom (APFM) referral:

  1. Inquiry submitted – A family fills out a form on APFM’s website or calls for assistance.
  2. Advisor consultation – An APFM Advisor speaks with the family, verifies their needs (care type, urgency, payer source), and provides guidance.
  3. Matching – The Advisor matches the family with a small group of providers in their area. Agencies with strong reviews and profiles are more likely to be recommended.
  4. Lead delivery – You receive the referral instantly by email (and in Zoho CRM if integrated), including contact details and care notes.
  5. Immediate response – Contact the family right away. If no answer, leave a voicemail, send an email/text, and ensure your automated CRM response goes out.
  6. Follow-up cadence – Stay consistent. Families may need urgent care (e.g. hospital discharge) or may be planning months out. Maintain a structured follow-up plan.
  7. Conversion – Move quickly to schedule an in-home assessment or consultation. Personalize your approach by referencing what the Advisor shared or what’s in the referral notes.
  8. Invalid leads – In rare cases (wrong contact, out-of-area, Medicaid-only if you don’t accept it, duplicate), you can flag the lead with APFM for review.

Key takeaway: APFM referrals are highly competitive. Families are often introduced to several agencies at once, so speed, persistence, and clear differentiation are crucial.

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