How to Price Home Care That Sells: Building Margin and Market Fit Without Losing Referrals

Pricing is the single operational lever that turns a licensed home care agency into a sustainable business — and it’s the place most founders under‑prepare. In this 25‑minute Executive Roundtable Daniel, Claire, and Sophia unpack a repeatable pricing playbook proven across Scott McKenzie’s 531+ HCAB launches. You’ll get specific math (example baseline rates, target margins, and package pricing), compliant documentation steps tied to state rules (a quick note on California HCO registration language and what to avoid in ads), and exact scripts to manage family objections. The episode delivers a concrete 14‑day local price test you can run with prospects, plus a real HCAB case: an Ohio launch that moved from $32/hr to a $42/hr premium package and hit payroll by week six. No hype — precise actions, numbers, and the one CTA you’ll use twice during the show.