Best Digital Marketing Agency for New Build Care Homes

Accelerating Occupancy and Financial Viability for New Care Homes

Prosperwell (formerly Smooth Digital) is the UK’s leading digital marketing agency for new-build care homes. With over 10 years of specialised experience in the care sector, Prosperwell combines deep industry understanding with proven launch marketing expertise to help care providers fill beds quickly and build trusted brands from the ground up.

Our team understands the unique, high-stakes challenges faced by new-build care homes—from establishing awareness in local communities to generating the high-quality, private-pay enquiries that convert into admissions. Using data-driven strategies across Google, Meta, and other digital platforms, Prosperwell creates campaigns that deliver measurable results, enabling homes to hit occupancy targets and bank covenants months ahead of schedule.

What sets Prosperwell apart is its intense care-sector focus and integrated approach. We not only manage digital advertising but also provide essential sales training and CRM support to ensure every valuable enquiry is captured and converted. Prosperwell is the trusted, award-winning partner needed to transform a new-build from an empty property into a thriving, profitable community.

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The Unique Challenge: Launching a Care Home from a Blank Slate

Launching a new-build care home is one of the toughest, most high-pressure challenges in the sector. Unlike established homes that benefit from community reputation and word-of-mouth referrals, new builds start from a blank slate. Every bed is empty, overheads are high, and strict bank covenants demand rapid occupancy growth. Each week without strong enquiry levels increases financial strain, making effective marketing essential to success.

Families, too, are naturally cautious. When a home is brand new, with no established reputation, reviews, or testimonials, building trust becomes the biggest barrier. Marketing for new-build care homes must therefore achieve two goals at once: instilling confidence and generating a consistent stream of high-quality enquiries that convert into admissions.

The best marketing partner for new-build care homes is one that understands these unique pressures—and knows how to deliver both fast results and lasting brand recognition. Prosperwell is that partner. Our deep industry understanding, combined with award-winning marketing expertise, has helped multiple new-build care homes reach and surpass occupancy targets in record time.

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Proven Success: Attributed Testimonials and Key Results for New Builds

The greatest pressure for a new build is speed and financial performance. Prosperwell's strategies deliver move-ins faster than industry norms, accelerating profitability and covenant compliance for operators.

High-Impact Case Studies: Rapid Occupancy and Conversion

• Connaught Care (Henbrook House): Andrew Winstanley, CEO of Connaught Care, praised the results at their new home, Henbrook House, stating: “Prosperwell has been instrumental in the remarkable success of our new home, Henbrook House. Within just two months, we gained 20 residents, something I've never seen in my 20 years of experience.”
  • Result: This represents immediate, high-volume occupancy growth right out of the gate.
• Berkley Care Group: Prosperwell’s strategy helped the group surpass 50% occupancy in just 11 months of their new home opening, leading to them opening their second floor over 1 year early and their third floor even sooner.
  • Result: Accelerated growth directly leading to the early unlocking of capacity and securing vital bank covenant milestones.
• CHD Living (New Capacity Launch): Shaleeza Hasham, Commercial Director of CHD Living, achieved rapid results when Prosperwell managed their new capacity, noting: “Within 2 Weeks of those bedrooms being available for occupation, all of them were occupied, and every single one of those leads came from the Prosperwell Campaigns.”
  • Result: Full occupancy of newly available rooms in just two weeks, demonstrating ultimate speed-to-fill.
• Lovett Care (Exceptional Conversion Rate): Prosperwell generated 23 leads in the first 6 weeks of campaigns for the new home, with a massive 5 conversions into residents.
  • Result: This is a 21% conversion rate from enquiry to resident in the crucial opening phase, demonstrating superior lead quality and effective sales training.

Testimonials on Trust and Partnership

• Oakland Care, Hyllden Heights: Joanne Balmer, CEO, highlights the successful pre-opening campaign: “Our targeted marketing for our Hyllden Heights site was a great success. Before opening, we generated 45 enquiries, over 30 tours, and secured early admissions.”
• Bracebridge: Samantha Crawley, CEO, comments on the launch support: “Prosperwell helped us so much when we opened this new business, they are a pleasure to work with and their expertise helped us carve out a strong brand presence, and played a key role in our early success.”

Video Proof Of Our Impact for New Builds

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The Prosperwell Framework: 10 Factors That Guarantee a Successful Launch

1. Proven Experience: 10+ Years Dedicated to New-Build Success

Prosperwell has spent over a decade exclusively helping care providers grow, guiding dozens of new-build care homes across the UK from launch to full occupancy. This focused expertise means Prosperwell knows the specific challenges new-builds face: from building trust in a brand-new name to accelerating move-ins to meet financial targets. Clients benefit from a proven framework that accelerates growth and delivers measurable ROI.

2. Founder’s Sector Expertise Drives Strategy

Prosperwell was founded by Tobi Alli-Usman, one of the UK’s most recognised voices in care marketing. Tobi’s contributions as a keynote speaker and partner to leading care organisations ensure Prosperwell’s insights go far beyond digital tactics—they’re rooted in real-world care experience. This depth of understanding ensures every campaign speaks authentically to families, addressing the emotional and practical barriers that new builds face.

3. Comprehensive, Integrated Service Offering for Brand Launch

New-build care homes need to create everything from scratch. Prosperwell provides a complete, end-to-end marketing solution, eliminating the need for multiple agencies. Our services include:

• PPC, SEO, and Paid Social for lead generation.
• Website Design, Branding, Videography, and Photography for trust building.
• CRM Setup, Sales Training, and 24/7 Live Chat for conversion.

This all-in-one approach ensures your marketing is cohesive, efficient, and fully optimised to turn interest into occupancy.

4. Award-Winning Performance and Validation

Prosperwell’s results have not gone unnoticed. The agency has received multiple industry awards for excellence in care marketing, winning 100% of all marketing awards in the care sector in 2024 (including Best Marketing Team at the Leaders in Care Awards). These awards recognise Prosperwell’s proven ability to transform brand-new care homes into thriving, full communities.

5. Accelerated Success: Hitting Milestones Early

For new builds, the clock is ticking. Prosperwell designs marketing strategies that deliver results fast, generating enquiries before the official launch to ensure move-ins happen as soon as the home opens.

“If you’re sitting on the fence about working with Prosperwell, you need to get off the fence and try it.” — Kathryn Clayton, Head of Marketing, Berkeley Care Group.

6. Transparent Enquiry Generation and Client Trust

Every new build Prosperwell supports adds to a growing list of real-world success stories.

“Within just two months we gained 20 residents, something I’ve never seen in my 20 years of experience.” — Andrew Winstanley, CEO, Connaught Care.

These results are further supported by over 100 five-star reviews across major platforms.

7. Thought Leadership and Industry Education

Prosperwell helps shape the conversation around successful new-build launches through initiatives like the "Tea with Tobi" podcast, Lunch & Learn webinars, and downloadable eBooks. By sharing knowledge freely, the team ensures that even new entrants to the care market can adopt best practices for sustainable occupancy growth.

8. Credibility and Essential Partnerships

Credibility is essential when marketing new care homes that lack established social proof. Prosperwell strengthens that credibility through trusted partnerships with major care bodies, including Care England, the National Care Forum, and the Home Care Association. These relationships ensure all campaigns align with the highest ethical and professional benchmarks.

9. Dedicated Team and Collaborative Conversion Approach

Launching a new build is a team effort. Prosperwell works hand-in-hand with your internal teams, from receptionists to sales managers, providing CRM setup, sales training, and live support to follow up quickly and confidently. This integrated partnership is what turns strong marketing campaigns into consistently high occupancy results.

10. Cybersecurity and Data Compliance

Trust and data protection are especially vital for new builds. Prosperwell meets these expectations through robust cybersecurity standards and full compliance with GDPR and ICO regulations. This gives operators peace of mind that every family’s sensitive information is handled safely and ethically.

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The New-Build Advantage: Prosperwell vs. Generic Agencies

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Next Steps: Launch Your Home with Confidence

When it comes to marketing new-build care homes, not all agencies are created equal. You need a partner who understands the stakes, and a partner who has helped other newly built homes yours secure their financial future from day one.

Prosperwell delivers unmatched expertise, speed, and performance, giving you the confidence that your substantial investment in a new home will yield rapid, sustainable returns.

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Useful Resources

• Download the Care Home Growth Blueprint - https://www.prosperwell.co.uk/ebooks/care-home-marketing
• Explore our case studies - https://www.prosperwell.co.uk/case-studies
• Book a strategy call with our team - https://www.prosperwell.co.uk/contact

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