Senior & Home Care Franchise Marketing Benchmarks (2026)
By Casey Slaughter Stanton, Founder & CEO, CMOx · Updated September 2026
Senior & Home Care franchises charge a median royalty of 5.5% of gross sales and a median ad fund contribution of 2%, across 51 franchise disclosure documents filed with the Minnesota Department of Commerce. 65% set a local marketing requirement. 39% require a designated marketing vendor, against 23% of all franchise systems.
Compare your terms
Senior & Home Care franchise fees
| Term | Senior & Home Care | Middle half | All franchises | Sample |
|---|---|---|---|---|
| Royalty | 5.5% | 5% to 6.75% | 6% | n=38, small sample |
| Ad fund contribution | 2% | 1% to 2% | 2% | n=34, small sample |
| Local marketing dollar minimum | $1,000/mo | $688/mo to $1,000/mo | $1,500/mo | n=24, small sample |
| Technology fee | $300/mo | $175/mo to $750/mo | $274/mo | n=39, small sample |
What senior and home care FDDs say about marketing money
| Clause | Senior & Home Care | All franchises | Sample |
|---|---|---|---|
| Sets a local marketing requirementRequires local spend as a percentage of sales or a dollar minimum. | 65% | 46% | n=51 |
| Requires a designated marketing vendorFranchisees must buy marketing, advertising, digital or website services from a designated or sole vendor. | 39% | 23% | n=51 |
| Ad fund need not be spent in your marketNo obligation to spend fund money in the franchisee's market or in proportion to what it paid in. | 67% | 54% | n=51 |
| Ad fund may pay franchisor adminThe fund may pay the franchisor's administrative costs or the salaries of the people who run it. | 82% | 64% | n=51 |
| Co-op membership mandatoryFranchisees must join a regional advertising co-op if one forms. | 37% | 31% | n=51 |
| Discloses supplier rebatesThe franchisor receives rebates or commissions from suppliers franchisees must use. | 67% | 72% | n=51 |
| Franchisor sells marketing servicesThe franchisor or an affiliate is an approved supplier of marketing services to its own franchisees. | 5.9% | 7.6% | n=51 |
| Franchisor approves local adsFranchisee advertising needs franchisor approval before it runs. | 84% | 71% | n=51 |
Where senior and home care ad funds go
Across 26 senior and home care FDDs that disclose last year's ad fund spending, the average fund dollar went 37% to media placement and 14% to administration, against 39% and 18% across all franchises. 12% of these funds spent a quarter or more on administration.
- Media placement 37%
- Production and creative 15%
- Administration 14%
- Website, software and technology 17%
- Other 14%
- Public relations 1%
Where franchise ad funds go, across all industries
What growing systems do differently
Among personal & family services systems, those that require a designated marketing vendor shrank 17% of the time (n=24, small sample), against 25% without one (n=60). Growing systems ask franchisees for less local marketing money and direct more of it. See the full comparison.
These are associations across current filings, not proof that any clause causes growth.
Frequently asked questions
What is the average royalty for a senior and home care franchise?
The median senior and home care franchise royalty is 5.5% of gross sales, and the middle half of FDDs charge 5% to 6.75% (38 FDDs). Across all franchises the median is 6%.
How much do senior and home care franchises charge for the ad fund?
The median senior and home care franchise ad fund contribution is 2% of gross sales (34 FDDs). 67% of senior and home care FDDs say the franchisor has no obligation to spend that money in the franchisee's market.
Do senior and home care franchises require local marketing spend?
65% of senior and home care FDDs set a local marketing requirement, as a percentage of sales or a dollar minimum. Where a dollar minimum is set, the median is $1,000 a month.
What technology fee do senior and home care franchises charge?
The median senior and home care franchise technology fee is $300 a month, with the middle half between $175 a month and $750 a month (39 FDDs).
About these figures
Medians and shares across 51 senior and home care franchise disclosure documents filed with the Minnesota Department of Commerce, 92% of them 2026 filings. They describe the market, not any one brand's terms. No figure is shown with fewer than 20 FDDs behind it; 20 to 49 are marked small sample. Full method and every national figure: Franchise Marketing Statistics (2026). CC BY 4.0: cite freely with a link to this page.
Compare other industries
Other personal & family services benchmarks:
- Childcare, Education & Kids
- Pet Services
- Automotive
- Entertainment & Recreation
- Other Personal & Consumer Services
- Restoration & Remediation
- Cleaning & Janitorial
- Repair, Remodel & Home Improvement
- Fitness
- Beauty, Salon & Med Spa
- Health & Wellness Clinics
- Quick-Service & Fast-Casual Restaurants
- Full-Service Restaurants & Bars
- Coffee, Beverage, Dessert & Bakery
- Retail
- Business Services
- Real Estate, Insurance & Financial
- Hotels & Lodging
All franchise marketing benchmarks · Franchise marketing statistics (2026)
