A leading property sector business has teamed up with a care PR leader to launch an innovative new platform focused on generating new resident leads for care homes.

The Beautiful Care Homes lead generation portal is being delivered by NewHomesForSale.co.uk, one of the UK’s leading property websites, and award-winning care sector communications agency, Pic PR.

Vernon Pethard, founder and managing director of NewHomesForSale.co.uk, said: “Given the UK’s ageing population, the potential in the sector is enormous. Our existing venture is all about finding people in need of a new home, and the sentiment here is very similar.

“We’re looking to find people looking for the right care home, which will, ultimately, see us generate high-quality leads for care homes. By doing so, we’ll be providing care operators with a pipeline of prospective residents, helping them to flourish in a competitive marketspace that’s currently experiencing myriad pressures.”

The project has been in the planning for more than a year, with the website undergoing six months of development before going live, with more than 100 homes already listed, including leading care brands such as CHD Living, Nellsar, Macc Care, Handsale to name a few.

Care brands interested in joining are encouraged to visit the website and sign up for a video call to get their property listed – with prospective residents’ families then able to contact the homes directly should they be interested in their offering.

David Barrett, founder and chief executive of Pic PR, added: “Beauty, as they say, is in the eye of the beholder. And beauty means different things to different people – be that certain facilities and amenities or simply the culture of care at a home. We’re looking to help connect people with their idea of an ideal home, while making the search process as simple as possible.

“We’ve worked in the care sector for more than 10 years, helping operators project their services in a way that appeals to prospective residents. Combining our capabilities with the team at NewHomesForSale.co.uk offers a potent mix, which will help to work as a dynamic lead generator for care homes, providing them with quality enquiries, especially those self-funders who are often so hard to find.”