Start the partnership

Kick off the relationship so APFM can create your account and assign an Advisor or account manager.

1. Submit the provider inquiry. Use APFM’s provider sign-up or contact form, or call their sales line. This opens your file and routes you to the right team.
2. Intro call with APFM. Be ready to confirm legal business name, DBA, office address, service area, primary contact, website URL, and main phone.
3. Compliance and billing basics. APFM may request a W-9 or equivalent, proof of licensing where applicable, and your payment method for leads. Confirm credit card or ACH.
4. Choose lead types. Confirm you are enrolling in Home Care, non-medical private pay. Ask about lead types available in your market, for example shared leads and live hot transfers.
5. Loop in Qualicare Home Office. Notify HO that you are onboarding so we can guide Zoho workflow and tagging. APFM does not auto-parse to Zoho, so we will help you set up the manual process correctly.
   

Agreement and basics

Lock in the commercial and operational details that determine how referrals flow to you.

1. Commercial terms. Confirm your per-lead pricing and whether you will accept hot transfers. Pricing varies by market and lead type. Align on an initial monthly target that fits your capacity and budget.
2. Geography and services. Provide cities or ZIP codes you serve. Confirm your non-medical service mix and note exclusions, for example minimum weekly hours or no Medicaid.
3. Volume controls. APFM does not typically offer a self-serve cap control. Agree on how to raise or lower targets with your account team and schedule a 6 to 8 week performance review.
4. Notifications and routing. Confirm who receives referral emails. Ask APFM to add or update recipients if needed. Name one person accountable for the first response.
5. Portal access. After setup, APFM will provision your Provider Portal login and send a welcome email with credentials.
   

Profile Setup

Your profile is what Advisors and families use to qualify you alongside other providers. A complete profile improves match accuracy, increases referral quality, and boosts conversion. We’ll provide templated materials for many of these elements in your profile, so you’re not starting from scratch.

About Section

The About section is where you’ll input key business details that help build credibility with families browsing your APFM profile.

You’ll be asked to complete the following fields:

1. Company Name & Logo – use your Doing Business As Name and Qualicare logo.
2. Name & Profile Picture – upload a headshot of you or the person communicating with leads.
3. Company Contact Details – include your email, phone number, website.
4. Office Address and Service Area – Enter your main office address, then list cities or ZIP codes you serve in the service area fields. 
5. About the Company – brief description of who you are and what you offer.
   

You’ll find templated content for your company description, logo files, and more in the Profile Setup Kit linked in this playbook.

You can personalize these details based on your region, tone, and service mix — but we recommend staying close to the brand-aligned templates provided.

Services

This section allows you to select the specific types of care your location provides. These will appear on your public APFM profile and help prospective clients as well as Caring’s Advisors understand what you offer at a glance. Include unique features (e.g. live-in care, respite, Alzheimer’s support).

Photos

Upload 3 to 5 high-quality, people-focused images. Profiles with authentic photos convert better. These should include:

1. You or your team
2. Caregiver and client 
3. A community presence or local event
   

Pricing and Payment

Families and Advisors use this to pre-qualify. Give realistic ranges if exact pricing depends on assessment.

1. Hourly rate ranges. Provide typical weekday and weekend ranges if they differ.
2. Minimums. Note any hourly or weekly minimums.
3. Payment types. Indicate Private Pay, Long Term Care Insurance, Veterans benefits, or other programs your region supports.
4. Assessments. State that you provide a free in-home assessment to build a personalized care plan.
   

Availability and Next Steps

Make it easy for Advisors and families to move forward.

1. Earliest start. Indicate typical onboarding timeline and if same day starts are possible.
2. Contact preferences. Note if text is OK, phone is preferred, or if you use a shared leads inbox for speed.
3. Assessment scheduling. Offer a free in-home assessment and list availability windows.
   

Reviews

Reviews are important on APFM. Families rely on them to compare providers. Gather 3–5 authentic reviews as soon as possible. Use the portal’s review request tool or share your APFM profile link with families. Respond to all reviews, positive or negative, in a professional, caring tone.

Social Media & Website Links

Add your Qualicare location website and business social media accounts. This adds legitimacy and helps families learn more.

FAQs

Caring includes a series of profile questions that help families understand your values and services. These may include: Post 2–4 common questions and your answers. For example: caregiver screening, minimum hours, or how you match caregivers with clients.

Accreditations

If applicable, list local health or care-related accreditations (e.g. Better Business Bureau, local health network affiliations, Alzheimer’s Society partnerships, Great Place to Work Certified etc.)

Download the Profile Setup Template Kit

Everything you need to complete your APFM profile — including your About section, service descriptions, FAQ answers, and more.

Lead Settings

Configure your settings to control how and when referrals come in:

Service area: Add your office address and all cities/ZIPs you serve. Review quarterly and adjust as your coverage changes. Manage in the Provider Portal or with your APFM contact.

Services: Confirm your listing is under Home Care – Non-Medical In-Home Care or Home Health if you can provide medical care. Select every service you can provide so Advisors can match you correctly. Program focuses on private-pay, non-medical leads.

Lead volume: Coordinate with your APFM account team on a monthly lead target or limit that fits your staffing and budget. Revisit after you have conversion data.

Pricing model: APFM operates a pay-per-lead program for home care and offers optional live hot transfers. Confirm your per-lead pricing with your account manager and adjust based on ROI.

Notifications: Confirm who receives referral emails and ask APFM to add or update recipients as needed. Verify any text alert options with your rep.

Zoho workflow: APFM does not auto-parse to Zoho. Manually add every APFM lead to Zoho the same day so automations and reporting work as designed. 

After-hours readiness: Referrals and hot transfers can arrive outside business hours. Use an auto-email acknowledgement and set a next-morning call plan; answer hot transfers immediately to capture intent.

Support

Contact your Advisor or the Partner Support team for profile edits, lead cap adjustments, or issues with referrals.

Alex Kheyson is the Customer Success Manager supporting the Qualicare network at A Place for Mom/AgingCare. 

Alex Kheyson

Customer Success Manager, Home Care

Email: Alex.Kheyson@aplaceformom.com