Running a domiciliary care business is deeply meaningful work. You’re helping people stay safe and independent in their own homes. But not everyone will see it that way. And not everyone will support you.
In fact, as you grow your care agency, you’ll face criticism, sometimes even hate from:
- Former clients or their families
- Past employees
- Acquaintances or friends who don’t understand your business
- Strangers on the internet
This is normal. And it doesn’t mean you’re doing anything wrong.
What matters is how you respond, without losing focus on your mission to deliver great care.
Hate Is Just Preference in Disguise
Here’s a powerful mindset shift:
Most hate is just someone saying: “You don’t match my preferences.”
Let’s look at how this plays out in real life:
- “You work too much.”
👉 They prefer people who work less.
- “You’re too focused on quality and standards.”
👉 They prefer a more relaxed approach – even if it means cutting corners.
- “Your care packages cost too much.”
👉 They prefer cheaper services – even if the care is lower quality.
When you understand this, it becomes easier to let it go. Their comments say more about their standards than your care business.
You’ll Be Judged Either Way – So Be True to Your Standards
In this industry, you’ll be judged whether you:
- Charge more to offer safe, well-managed care
- Or lower your prices and struggle to deliver
Whether you:
- Set clear expectations with carers
- Or let things slide and face complaints
Whether you:
- Follow strict safeguarding processes
- Or try to “go with the flow” and risk mistakes
Some will think you’re too much. Others will say you’re not enough.
That’s the reality of leadership in care. And it’s also the sign that you’re making strong decisions.
Hate Is a Cost of Growth in any business Sector
If you’re building a reputable dom care agency, expect resistance. Here’s why:
- You’re raising the bar in an industry where standards can vary widely
- You’re holding your team accountable when others don’t
- You’re pricing your services to reflect real, regulated, person-centred care
This can trigger discomfort in people used to doing things the “easy way” and they’ll project that onto you.
But here’s the truth:
Hate is a fixed cost of doing things well.
So if you’re going to get it either way, make sure you’re being honest, ethical, and true to your values.
Final Thought: Do the Work That Matters and Let the Rest Go
You’re not running a popularity contest. You’re running a care business that changes lives.
So next time someone says, “I don’t like how you do things,” translate it like this:
“They prefer something different and that’s okay.”
Not everyone will value your high standards.
Not everyone will understand the responsibility you carry.
But the families who do?
They’ll trust you. They’ll stay loyal. They’ll recommend you.
And that’s what builds a great care business.