Start the partnership

Kick off the relationship so Caring can create your account and assign a Partner Success rep who will gather the basics they need to set you up quickly.

1. Submit the partner inquiry. Use Caring’s “Become a Partner” form or call their sales line. This opens your file and routes you to a Home Care Partner Success rep.
2. Intro call with Caring. Be ready to confirm your legal business name, DBA, office address, coverage area, and primary contact. Have your website URL and main phone handy.
   
3. Compliance and billing basics. Caring may request a W-9 (US), proof of licensing if applicable, and a payment method for lead billing. Clarify whether you prefer credit card or ACH.
   
4. Choose lead types. Confirm you are enrolling in Home Care (non-medical) shared referrals. If offered in your market, ask about any premium options or filters that affect quality or cost.
   
5. Loop in Home Office. Let Qualicare HO know you are onboarding so we can confirm Zoho parsing and lead tagging on our side.
   

Agreement + basics

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

1. Commercial terms. Review the per-lead pricing model, any market-specific minimums, and your initial monthly budget or lead target. If Caring uses bidding in your area, align on your starting bid.
   
2. Geography and services. Provide your ZIP codes or city list and confirm your service mix. Note exclusions like minimum weekly hours or payer restrictions (for example no Medicaid).
   
3. Lead controls. Agree on a monthly lead target or cap, how changes are requested, and how performance will be reviewed after the first 6 to 8 weeks.
   
4. Notifications and routing. Specify the primary email for lead alerts. If you need additional recipients, ask Partner Success to add them. Decide who is accountable for first response.
   
5. Portal access. After the commercial setup, Caring provisions your Partner Portal/MyPortal login. You will receive a welcome email with credentials and a link to sign in.
   

Profile Setup

Once your portal login is issued, complete your Caring.com profile. Families will often compare several providers side by side, so a complete, credible profile increases conversions. The checklist below shows what to configure and the Qualicare best practices to follow. 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 Caring.com profile.

You’ll be asked to complete the following fields:

• Company Name & Logo – use your Doing Business As Name and Qualicare logo.

• Name & Profile Picture – upload a headshot of you or the person communicating with leads.

• Company Contact Details – include your email, phone number, website.

• Location – enter your physical office location(s). Caring.com may not use “multiple locations” like Bark; if your market covers multiple regions, list your main office and clarify service areas in your description.

• 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 Caring.com 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

Profiles with photos convert better. Caring.com recommends 3–5 photos minimum. Upload high-quality, professional photos. These should include:

• You or your team

• Caregiver and client 

• A community presence or local event

Reviews

Reviews are important on Caring.com. 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 Caring.com 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 Caring.com profile — including your About section, service descriptions, FAQ answers, and more.

Lead Settings

To start receiving referrals, configure these key settings in your Caring.com Partner Portal:

Service area: Add all ZIP codes you serve (ZIPs are preferred for in-home care). Expand modestly if you’re willing to travel; remove areas you won’t serve. If you don’t see the control you need, ask Partner Success to update it.

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 and families match you correctly. Note any exclusions (e.g. no Medicaid, minimum weekly hours) with your rep.

Lead volume (monthly cap): Use MyPortal to raise or lower the number of referrals you receive per month to fit your budget and capacity.

Bid price: Caring uses a bid-per-lead model. Start with the recommended bid; in competitive markets, a higher bid can increase eligibility for referrals. Re-evaluate after 6–8 weeks of conversion data.

Notifications: Confirm who receives Caring lead emails and work with Partner Success to add or update recipients. Whitelist Caring.com emails to avoid spam filtering. 

Zoho Integration: Leads will flow directly into Zoho CRM, tagged as Caring.com. Ensure you have completed the integration steps to enable this. Confirm automated acknowledgment emails are triggered immediately.

Always-On: Leads are delivered 24/7. Have a plan for after-hours responses (auto-email, early morning calls, or on-call staff).

Support

Caring Partner Support: For technical issues or account changes, reach out to the Home Care Partner Success team at hc_helpdesk@caring.com or (844) 708-4510. They can assist with profile edits, user access, lead recipient updates, and more. They are there to ensure you’re getting value from the platform.

By following this playbook and leveraging the support available, you’ll be well on your way to making Caring.com a productive lead source for your business.