The Power of Constraints: Why Home Care Agencies Must Narrow Their Referral Focus

In 1957, Theodor Geisel’s publisher challenged him to write a children’s book using fewer than 250 words. The result was The Cat in the Hat. Three years later, the challenge grew tighter: create a story with only 50 words. Dr. Seuss responded with Green Eggs and Ham, one of the best-selling children’s books of all time.

Most of us would have looked at those restrictions and said, “Impossible.” Yet the very constraints we resist often create the conditions for greatness.

This lesson is particularly relevant for home care agencies and their approach to referral marketing.

The Mistake: Too Many Referral Accounts

A common trap in our industry is chasing too many referral source accounts at once. Agencies scatter their marketers across dozens, sometimes hundreds, of contacts, hoping sheer volume will yield results.

But this shotgun approach rarely works. When every account is treated equally, marketers don’t go deep enough with any of them. They fail to build the trust, consistency, and value that turn a referral partner into a reliable pipeline of clients.

Just like Dr. Seuss’s limited vocabulary list pushed him to be more creative, agencies need constraints that push their marketers to be more strategic.

The Problem with “No Restrictions”

Many agencies also send their marketers out with no operating guidelines at all. The marketer is told: “Go get referrals” but not given clarity on:

• Which referral sources are most qualified

• How many accounts to manage at one time

• How to measure depth of engagement vs. surface-level activity

This lack of structure leaves marketers overwhelmed, unfocused, and often burned out. Without clear boundaries, they spread themselves thin and produce minimal results.

The Case for Constraints

Constraints are not limitations, they are focus.

• Fewer Accounts, Greater Depth: Instead of chasing 100 accounts, focus on the 10-15 most qualified referral partners. This creates space for deeper conversations, consistent follow-up, and stronger trust.

• Defined Operating Rules: Give your marketers clear expectations: how many accounts to manage, how often to visit, and what qualifies as meaningful activity.

• Strategic Priority: A refined target list forces smarter choices. Just as a fine-dining menu narrows your decision to a few curated options, constraints help marketers focus on where they can make the greatest impact.

As productivity expert Sonke Ahrens reminds us: “Without restriction, we would never be forced to make the decision on what is worth pursuing and what is not.”

Takeaway for Home Care Leaders

The agencies that win referrals consistently are not the ones who chase the most accounts. They are the ones who embrace smart constraints, narrowing their focus, setting clear rules of engagement, and empowering their marketers to go deeper with fewer, higher-quality partners.

In home care, less really is more. The right constraints create the space for greater creativity, stronger relationships, and ultimately, more clients served.

Thank you for reading, 

Sarah Barker