Today we discuss keys to growing your AgePro business with Paul Jones, founder of Care Concierge Senior Living Advisors.
Second in a series dedicated to learning about our Aging Professional (AgePro) Community.
Edited for length and clarity.
How do clients find you?
Paul Jones (PJ): A lot come from word of mouth. Last year, about 40% of my referrals were word of mouth from prior clients.
There are times where I’ll sit down with a family and I’ll tell them, “You’re not ready for assisted living. You’re not ready for memory care, yet.” Those types of conversations build real trust with families.
Last year about 40% of my referrals were word of mouth.
In addition to client referrals, how else do you grow your AgePro business?
PJ: Several different organizations play roles. Hospitals— I get, maybe, a dozen referrals a week. Elder law attorneys — that’s a growing segment of referrals sent to me. Financial planners, too. I’m finally getting good traction with my SEO.
And then it’s just having conversations like this. Sitting down in networking meetings and talking with people. I don’t go to many industry networking meetings. I do go to a lot of networking meetings that are outside the senior care industry.
Talk more about networking outside of the senior care industry.
PJ: I almost never do tables at health fairs anymore. I don’t find them productive. But I did commit to being a vendor at the Women’s Fund of Rhode Island Fundraiser and Awards dinner. When it was all done, one of the other vendors came over and asked how it went? I said, “This was extremely valuable, because I am the only person here that is even adjacent to healthcare.
I go to Chamber of Commerce meetings. I’m usually the only person there who is part of a healthcare, a senior living organization, or healthcare adjacent.
What’s next for Care Concierge Senior Living Advisors?
PJ: A little over a year and a half ago, I had started trying to hire people as concierges. I wanted them to cover different parts of the territory that I would like to expand into.
But I found that it was very, very difficult to hire somebody, anybody really. There were several reasons why. Waiting for the assisted living property to pay before you get your commission was an issue. So was not having a set salary.
But, for some people, it was just not a good fit in terms of the business culture. When families need help, they need help. You’ve got to be willing to go the extra mile, work late, weekends. You’ve got to be willing to go and tour properties. I needed somebody willing to have that ownership mentality. And I said, “Well, why don’t I just look for owners?”
So you made the switch from employees to owners lead to franchising your business?
PJ: Yes. Now we’re looking for people who think I’m an owner, an entrepreneur, this is my business. Yes, you’re going to do everything you can to make money, but the headline is I want to help people. That’s what we’re looking for with the franchises.
How do you maintain standards as you franchise?
PJ: A big part of new franchisee training is, “Here’s what senior living is, here’s what senior living is not.” And we’re going to really push having the Care Concierge Advisors tour, even without families. It will be a stated expectation. The expectation of the concierges will be that they are touring each one of the buildings in their territory at least once per year.
Next, Paul Jones talks about the challenges both for his clients and his industry in Part Three of our conversation. Missed Part One? Read it here.
