For your team
Home care marketing videos: the owner answers families' questions on camera
Cutroom turns one phone clip of a home care owner answering a family's question into a finished 9:16 video, calm and captioned, with b-roll. Families see who runs the agency before they call.
In short
- Cutroom makes home care marketing videos from one clip. The owner answers a question families ask, and you get the finished video.
- The people watching are the adult child choosing care, and the parent who may watch it later.
- A calm video works best, with large captions, a plain caption theme and the slowest pace.
- Never show or name a client without written permission.
- Your first video is free with no card. Lite is $19.99 a month.
- Longest clip the owner uploads
- 3 min
- Credits for one finished 60-second video
- 120
- Your first video, no card
- $0
What a home care marketing video needs to do
A home care video lets a family meet the people before they call.
- The buyer is usually an adult child choosing care for a parent, often in a hurry and under stress.
- They ask who runs this agency, how caregivers are chosen, what it costs and whether you help with dementia.
- The video has to answer one of those questions, so a family can watch just the one they came for.
- The video has to show the owner or the care manager, because a family is choosing people rather than a service.
How to make one video work for the adult child and the parent
Every video has two audiences: the adult child scrolling at work, and the parent who may watch it later.
- Cutroom has 40 caption themes. Pick a plain one rather than a loud one, so the words stay easy to read.
- Set the captions larger with the size slider, and move them up or down where they are easy to read.
- Cutroom lets you change how fast the video cuts. Choose the slowest setting, so an older viewer can follow it.
- Captions serve both the adult child watching with the sound off and a parent who does not hear as well as they used to.
One video, two audiences
One video can answer both, if the pace is calm and the captions are large.
Their question
- The adult child
- Who runs this, and can I trust them?
- The parent
- Who will be coming into my home?
What helps them watch
- The adult child
- Captions they can read with the sound off
- The parent
- Large captions and a calm pace
What to show
- The adult child
- How caregivers are chosen and checked
- The parent
- The kind of person who will visit
| The adult child | The parent | |
|---|---|---|
| Their question | Who runs this, and can I trust them? | Who will be coming into my home? |
| What helps them watch | Captions they can read with the sound off | Large captions and a calm pace |
| What to show | How caregivers are chosen and checked | The kind of person who will visit |
This is the whole editor
Highlight a phrase and a clip lands on those exact words. No timeline, no keyframes, no layers.
Rules for home care marketing videos
Four rules keep these videos safe, plus one more for franchise owners.
- Never show or name a client without written permission from them, or from whoever legally speaks for them.
- Many home care agencies are covered by HIPAA, and a covered agency needs a client's written authorisation before their health information appears in marketing.
- Keep addresses and medical details out of the frame.
- Say how you screen, train and match caregivers. Do not promise that a parent will be safe or get better.
- If you are a franchise, check the brand rules before a video goes out under the franchise name.
Three home care videos to film
Each one is a single clip of 30 to 90 seconds. The owner can film all three in the office in one sitting.
- The caregiver video explains the interview, the checks, the training and how a match is made.
- The family worry video answers one thing, such as how hours work or what happens when a caregiver is sick.
- The owner intro says who you are, why you started or bought the agency, and which towns you serve.
- Pin the intro on your website and Reels, and send the answers to families who ask.
From the intake call to a library of answers
Every question families ask on the phone is a video you can send the next family who asks it.
List the questions
The ones the intake line hears every week
Film one answer
Owner or care manager, 30 to 90 seconds
Upload the clip
Captions, b-roll and a headline added
Post and pin it
Reels, Stories and the matching web page
Send it
To the next family who asks the same thing
How it works
The owner films on a phone in the office, the way they talk on an intake call. The office manager finishes it in a browser.
- You upload one clip of up to 3 minutes. There is nothing to install.
- Cutroom cuts the pauses and adds captions, an opening headline and b-roll over your words.
- Check every word, and fix a misheard town, caregiver name or condition in the transcript.
- Delete a sentence that promises too much, and the video rebuilds around the rest.
- Pick a caption theme, set its size and position, and slow the pace down.
- You download a 9:16 MP4 at 1080×1920 for Reels, Stories and your website.
The editor: every word as text, next to the finished frame
Delete a sentence that promises too much and the video rebuilds; highlight a phrase to place a clip.
B-rolls · 5
1
2
3
4
5Most face serums make one big promise, then quietly do nothing. This one has three ingredients, works in ten days, and costs less than your coffee habit. If your skin doesn’t change, you get every cent back.
highlight = b-roll · struck out = already cut
▸ 0:07 / 0:26 · shot 1 of 5
- 1B-roll on the exact wordsReal footage, placed where showing beats telling.
- 2The opening headlineWritten from what you said. Pick one it drafted, or write your own.
- 3Captions in 40 themesPick a theme, then its font and colour.
- 49:16, ready to exportExport renders one vertical MP4.
Other video tools home care agencies use
We found no video editor with a page for home care agencies, so owners compare healthcare and avatar tools.
- Captions is a phone-first editor for talking videos, with captions in over 100 languages and a healthcare page.
- HeyGen makes avatar videos from a script and translates them into many languages.
- Choose Captions if you film and post from your phone and want an AI edit style applied in the app.
- Choose HeyGen if nobody will appear on camera, or families need the message in several languages.
- Choose Cutroom if the owner will answer one family question and you want a calm, captioned video back.
Three video tools home care agencies compare
Prices as published on each vendor's own pricing page on the day shown. Tiers move, so read the page before you pay.
| Tool | Best for | Editing approach | Platform | Pricing from |
|---|---|---|---|---|
 Captions | Mobile-first AI editing of talking videos | AI edit styles applied to your clip, with manual controls | iOS, Android, web | Free version; Max $24.99/month |
 HeyGen | Avatar videos from a script in 175+ languages | Script to avatar video, with a text-based editor | Web, mobile app, API | Free plan; Creator $24/month, annual ($29 monthly) |
| Cutroom | One clip of the owner finished as a captioned 9:16 video | You upload a clip; b-roll, captions and a hook are placed for you | Browser | First video free, no card; Lite $19.99/month |
- Captions
- Best for
- Mobile-first AI editing of talking videos
- Approach
- AI edit styles applied to your clip, with manual controls
- Platform
- iOS, Android, web
- Pricing from
- Free version; Max $24.99/month
- HeyGen
- Best for
- Avatar videos from a script in 175+ languages
- Approach
- Script to avatar video, with a text-based editor
- Platform
- Web, mobile app, API
- Pricing from
- Free plan; Creator $24/month, annual ($29 monthly)
Cutroom
- Best for
- One clip of the owner finished as a captioned 9:16 video
- Approach
- You upload a clip; b-roll, captions and a hook are placed for you
- Platform
- Browser
- Pricing from
- First video free, no card; Lite $19.99/month
Prices and plans read from each vendor's own pricing page on 21 September 2026.
What a home care marketing video costs
A finished 60-second video costs about 120 credits: 100 for the edit and 20 for the minute of video you export.
- Those 100 credits cover the transcript, the editing and the b-roll search.
- A library of eight answers comes to about 960 credits, so one month of Lite builds it.
- Premium's 5,000 credits cover videos for several franchise territories.
- The free video carries a Cutroom mark, and Lite and up remove it.
Cutroom plans for a home care agency
At about 120 credits per 60-second video: 100 for the edit, 20 for the minute you export.
| Plan | Price | Credits | 60-second videos |
|---|---|---|---|
| First video | Free, no card | 600 | 1, made within 7 days |
| Lite | $19.99 a month | 1,250 | About 10 a month |
| Basic | $39.99 a month | 2,500 | About 20 a month, plus music and avatars |
| Premium | $79.99 a month | 5,000 | About 41 a month |
Plan: First video
- Price
- Free, no card
- Credits
- 600
- 60-second videos
- 1, made within 7 days
Plan: Lite
- Price
- $19.99 a month
- Credits
- 1,250
- 60-second videos
- About 10 a month
Plan: Basic
- Price
- $39.99 a month
- Credits
- 2,500
- 60-second videos
- About 20 a month, plus music and avatars
Plan: Premium
- Price
- $79.99 a month
- Credits
- 5,000
- 60-second videos
- About 41 a month
Questions people ask
- What should a home care agency's first marketing video be?
- How you choose and check caregivers. It answers the question behind every other one: can the family trust a stranger in the house. The owner explains the interview, the checks, the training and how a match is made, in 30 to 90 seconds.
- Can a home care agency show clients in its marketing videos?
- Only with written permission from the client or whoever legally speaks for them, and where HIPAA covers your agency that permission is a written authorisation. Keep addresses and medical details out of the frame. Many agencies show only the owner, the office and caregivers who agreed to appear.
- How do we make one video work for the adult child and the parent?
- Keep the pace calm, the captions large and each video to one question. The adult child often watches with the sound off, and the parent may hear less well, so captions serve both. In Cutroom you set the caption size with a slider and move them where they read easily.
- Can a franchise home care agency make its own videos?
- Usually yes, but check your franchise agreement and brand rules first. Where local marketing is allowed, a video of you, the local owner, answering a family's question gives families what a national brand video cannot: the person who runs the office near them.
- Should a home care video say what care costs?
- Yes, but in ranges rather than one figure. Explain that you price by the hour with a minimum visit length, and say what changes the number. Avoid quoting a figure you cannot hold for a year. Fix any misheard number in the transcript before you export.
- Can we make home care videos without the owner on camera?
- Yes, but a family is choosing people, so a real face usually does more. Basic includes avatars, where a photo and a voice-over become a talking presenter, at 350 credits per minute. HeyGen builds avatar videos from a script in many languages.
- Who should not use Cutroom for home care videos?
- Agencies that want a produced brand film with several families and caregivers, or long staff training videos. Use a production company or a timeline editor for those. Cutroom works from one speaker in one clip of up to 3 minutes and returns a 9:16 video.
Answer the question families ask most, once, on camera, and see the finished video. Your first video is free.