Prepared for Taz Arkate, Turnbull Care Home · October 2026
Occupancy and brand proposal
Filling Turnbull's empty rooms
Thanks for the chat on Friday. You've already done the hard part: a brand new home, small on purpose, where residents get proper attention, run by a registered manager who knows the job.
The trouble is that families searching in Leicester can't see any of that yet. This page shows what we'd fix first, how we'd go and find the families, and what it costs.
How to read this page
1On the website concept, click the numbered markers to see why each choice was made.
Flip the switches to compare today with after the foundation, and to see the site on a phone.
£Costs are at the bottom, in one place.
What you told us
Where things stand today
Rooms
6 of 11
still to fill
Open since May and filling slowly. That's normal for a new home, and expensive while it lasts.
Where residents came from
2 + 3
carehome.co.uk, then word of mouth
Two residents found you on carehome.co.uk. The other three came through people who know you.
Social media
£1,500
a month, for three months
Videos for TikTok, Instagram and Facebook, and not one lead from any of it.
Enquiries
Some
come in, then go elsewhere
Families do call. Some end up choosing another home, and it's not clear why.
The good news
You're selling what a lot of families are looking for: a small home with eleven en-suite rooms, registered for residential and dementia care, where nobody gets lost in the crowd. You've got a 9.3 on carehome.co.uk and Lottie already takes visit bookings for you. The bones are there.
“
If I had to put my grandma here, I'd make sure she's got the best possible care.
You, on our call. It's the best line anyone's written about Turnbull, so we've built the brand around it.
Try it
What the empty rooms cost
Your weekly fee times the rooms that are empty. Move the sliders.
£7,200a week
£31,200a month
£374,400a year
Where you stand online
What a family sees when they look you up
We searched for Turnbull the way a family would, on 5 October. Here's what came back, and what it looks like once the foundation is done.
Google profile
Listed as a "Home care service", with no reviews. When families search for a care home nearby, you're not in the map.Listed as a care home, with your own photos, one phone number and reviews coming in.
Google search
Not on page one for "care homes leicester", "residential care homes leicester" or "dementia care homes leicester".Pages built for the searches families actually make, with a small, capped Google Ads test on top.
Reviews
3 on carehome.co.uk and 0 on Google. The homes in the map nearby have between 10 and 114 Google reviews each.A simple routine that asks every family, after every visit and every move-in.
Phone numbers
Six different numbers across your website, Google, CQC, Facebook and the directories.One number, everywhere, answered by someone who can book a visit.
Fees
£1,150 a week on carehome.co.uk, £1,200 on TrustedCare and £1,300 on Lottie.One clear "from" price everywhere, with what's included in it.
Website
Basic, with no fees, no way to book a visit and nothing showing what a day at Turnbull is like.The site in the concept below: your rooms, your price, your story and a "Book a visit" button on every page.
Brand
Two logos in use: the purple one on Lottie, and the old orange and navy one on Instagram and TrustedCare.One logo and one look across the site, the listings and your socials.
care homes braunstone leicester
Turnbull Care HomeCare home · Narborough Rd S · Book a visit
The goal
Lady Jane Court★★★★★ 4.6 (10) · Care home
The Magnolia★★★★★ 4.7 (76) · Care home
Everdale Grange★★★★★ 4.7 (114) · Care home
Google's map results on 5 October. Turnbull doesn't appear.Where we're aiming. Getting there takes the right category, photos and a steady flow of reviews.
1Foundation
Look like the home you actually are
One clear story, used everywhere: your website, Google, carehome.co.uk, Lottie and Facebook. Here's a concept for the new site, built from your own photos.
turnbullcarehome.uk
Residential & dementia care · Leicester LE3
Asmallcarehome,wherenobodygetslostinthecrowd.
Eleven en-suite rooms on Narborough Road South. Residential, dementia and respite care, from a team with time to sit and talk.
[A line from a family review, used with their permission]
Daughter of a resident · carehome.co.uk
★★★★★
[A second review, shown as it appears on carehome.co.uk]
Son of a resident · carehome.co.uk
Flip the switch to Phone: 43% of care seekers now search on their phone (Lottie Care Seeker Survey, 2024).
1
Every enquiry counts
From first call to moving in
Families take about seven weeks from starting to look to moving in. With six rooms empty, the homes that win are the ones that answer first and follow up properly. We'd set this up with Sarah and the team.
01
Answered
Every call and form answered the same day, by someone who can book a visit.
02
Visit booked
A look round within a few days, with whoever's making the decision.
03
Followed up
A call the next day, and a short note with the fees and what's included.
04
Moved in
An assessment, a start date and a welcome families talk about.
4.8 weeks searching
2.2 weeks to move in
Average for care seekers in Lottie's 2024 survey of more than 1,000 people.
First, a mystery shop
We'll ring your enquiry line the way a family would, a few times, at different hours, and show you exactly what happened. It's the quickest way to find out why some enquiries go elsewhere.
2Fill the rooms
Go and find the families, and the people who refer them
Families find care homes through directories, Google and word of mouth, in that order. Hospitals and councils place residents too. We'd work all four.
Google
Show up when Leicester families search
First, fix your Google profile so you appear in the map as a care home. Then build pages for the searches families make. On top of that, a small Google Ads campaign, capped so it can't run away with your money.
Google profile recategorised, with photos and one number
Pages for residential, dementia and respite care in Leicester
Ads on care home searches only, with every enquiry tracked
Google Keyword Planner, UK monthly searches:
care homes leicester1,900
respite care leicester140
residential care homes leicester90
private care home leicester50
Top-of-page bids run from £1.18 to £5.12 a click.
Directories and reviews
Win on carehome.co.uk and Lottie
Two of your five residents came from carehome.co.uk, and directories are where most families start. We'd make every listing match, then build the reviews that move you up.
One price, one number and one logo on every listing
Better photos and a full description on each
Review requests after every visit and every move-in
55% of families arranging care used directories, 40% searched online and 38% went on word of mouth (Care England and Log my Care, April 2026). On carehome.co.uk you have 3 reviews. The nearby homes we checked have between 25 and 52.
Referrers
Get known by the people who place residents
Hospital discharge teams, social workers and GP surgeries all help families find a home, often in a hurry. We'd put Turnbull in front of them, and help you onto the council's approved list if you want council-funded residents as well.
Introductions to discharge and social work teams
A one-page sheet on your rooms, care and availability
Help applying to the council's approved list. Council rates sit below your private fee, so the mix is your call
Leicester's hospitals say that for a short stay after discharge, they choose a care home based on the spaces available (University Hospitals of Leicester, June 2026). Leicestershire County Council runs an approved list for residential care, with further entry points planned until February 2029.
Respite and open days
Let families try you first
A short respite stay is the lowest-risk way for a family to get to know you, and a natural first step for people who'll need a permanent room later. Open afternoons do the same for the whole neighbourhood.
Respite stays promoted on Google and every listing
An open afternoon every quarter, promoted locally
Local groups, churches and community centres
"respite care leicester" gets 140 UK searches a month (Google Keyword Planner). You ran an open day in June, so we'd build on that.
3Stay seen
Social media that helps families say yes
Families look you up on social media to check you're real, usually after they've already found you. So we'd post for them: the rooms, the food, the people, the price and the open days. Mostly on Facebook, where you already have 133 followers, against 15 on Instagram. Twelve posts a month, written and designed by us from your photos and your week, and approved by you before anything goes out.
Turnbull Care HomeConcept · Public
One of our en-suite rooms is free now. It's bright and quiet, and ready for whoever moves in to make it their own. Come and see it this week: call 0116 373 4226 or book a visit online.
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Turnbull Care HomeConcept · Public
The question everyone wants to ask first, answered.
Fees, plainlyFrom £1,200 a week. Here's what's in it.
Your own en-suite room, all meals, personal care day and night, laundry and activities. Questions? Ask Sarah.
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Turnbull Care HomeConcept · Public
Lunch is on. [This week's menu, from the kitchen.]
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Turnbull Care HomeConcept · Public
Save this for when you start looking. It works for any home, including ours.
Visiting care homes?Five questions to ask
Who'll look after Mum day to day?
How do you handle a bad night?
Can we visit any time?
What's in the fee, and what's extra?
Can we stay for lunch?
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Turnbull Care HomeConcept · Public
Open afternoon, Saturday [date], 2 to 4pm. Tea, cake and a proper look round. Just turn up.
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Turnbull Care HomeConcept · Public
Looking after someone full time and need a break? We offer respite stays, from a few days to a few weeks. It's also a good way to get to know us.
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Six of the first month's twelve posts. The photos are yours. There are no likes or follower counts on these mock-ups, because we'd only be making them up.
What it costs
A one-off foundation, then a monthly plan you can stop
Start with the foundation, then pick the monthly plan that fits. Monthly plans roll month to month, so there's no six-month lock-in. Prices are ranges until we've scoped the detail with you.
Part 1 · One-off
Foundation
£2,500 to £3,500
one-off
New website, built from the concept above
Google profile fixed and filled in
Every listing matched: one number, one price, one logo
Mystery shop of your enquiry line, and an enquiry routine for the team
Review requests set up
Bought separately, care home web agencies publish websites at £950 to £3,000+ (Armadillo, 2026) and £3,000 to £6,000 for a single home (care.marketing, 2026).
Recommended
Part 2 · Monthly
Fill the rooms
£450 to £600
a month, plus ad spend
Google profile kept active
Google Ads managed on care home searches
Review requests after every visit and move-in
Introductions to discharge teams, social workers and GPs
Respite and open day promotion
A one-page monthly report: enquiries, visits, move-ins
For comparison: care home marketing packages from £500 a month (The Care Home Consultants, 2026), and £400 to £1,000 a month for local SEO and Google profile work alone (care.marketing, 2026).
Parts 2 and 3 · Monthly
Fill the rooms and stay seen
£800 to £1,000
a month, plus ad spend
Everything in Fill the rooms
Twelve posts a month on Facebook and Instagram
Short videos cut from your own footage
Open days and events promoted
For comparison, care.marketing puts a full-service care home marketing retainer at £1,500 to £5,000 a month (2026).
Ad spend is paid straight to Google, not to us. We'd start with a capped test of £150 to £250 a month, and only raise it if it's bringing in visits.
£5,200one room, one month
At £1,200 a week, one room filled for a month brings in £5,200. A whole year of Fill the rooms costs the same as five to six weeks of one room's fees.
What we're not promising
A full home by a set date. You'll see every enquiry, visit and move-in each month, so you can judge it yourself.
Followers. They're not the goal.
A CQC rating. That's earned at inspection. Your mock inspections help you get ready for it.
Big numbers from Google Ads. Searches for specific types of care in Leicester are small, so the ads start as a capped test.
Alongside this
Your two mock inspections, one announced and one unannounced, are being arranged separately. We'll come back to you with dates and the detail on those on their own.
We know your home already
We registered Turnbull with CQC and we write your policies. Nobody needs to explain the home to us.
A former CQC inspector on the team
So what we say about your care on your site and your listings is right, and stays right.
AI does the heavy lifting, people check it
Which is why this costs a fraction of an agency retainer, with every word checked before it goes out.
Prices are indicative ranges ahead of a scoped proposal and exclude VAT. Comparison prices are from published UK price pages, read on 5 October 2026. Search volumes are UK monthly averages from Google Keyword Planner. Online checks were run on 5 October 2026. Your website blocks automated checks, so the website row reflects what we could see. Turnbull's room count, occupancy, residents' sources and social media spend are the figures you shared on our call. The photos are Turnbull's own. Reviews, the menu, dates and the fee inclusions in the mock-ups are placeholders until you confirm them.
The lounge, under the roof light
