According to Kimberly Johnson-Searcy, director of learning and development for Caring Senior Service, once a franchisee signs the franchise agreement, they can open in as few as 60 days, depending on state licensure. By Cindy Charette
According to Kimberly Johnson-Searcy, director of learning and development for Caring Senior Service, once a franchisee signs the franchise agreement, they can open in as few as 60 days, depending on state licensure. Johnson-Searcy said, “During that time, we help franchisees with the licensure process and train their key staff on the best marketing and operational practices. We also help them become proficient in Tendio, our proprietary, tablet-based home care software, so they can run their business on the go.”
To get a head start with marketing, Caring Senior Service encourages new owners to get involved and network in their communities before obtaining state licensure. Franchisees employ digital and face-to-face marketing strategies, both of which are taught during the initial onboarding training. When it comes time for face-to-face marketing, franchisees are expected to identify top referral partners in their markets. Then, they establish relationships by visiting with referral partners and working with them to obtain client leads in their communities.
On the digital front, Caring Senior Service does the heavy lifting to cultivate a new franchise’s brand presence in the community. The brand creates a location-specific website as well as social media profiles to help potential clients find the franchise online. Additionally, an in-house call center fields incoming client opportunity calls. Caring Senior Service also encourages franchisees to participate in other digital marketing opportunities, including Google Ads. As a result of these efforts, the nonmedical home-care brand has had franchisees match clients with caregivers before they even open.
Johnson-Searcy is confident in the brand’s training program, calling it the most robust in the home care industry, and 20 years of franchising supports that claim. New franchisees receive virtual training, followed by in-person training at Caring Senior Service’s corporate office in San Antonio, and on-site training. Once owners have gotten their foot in the door, they receive weekly coaching calls to ensure office productivity, review growth metrics and help overcome any roadblocks.
Even after training is complete, support is just a phone call away. “We work alongside every owner as they establish themselves in their market, and we encourage franchisees to utilize us as a vital resource in their business development and growth,” Johnson-Searcy said.
Cindy Charette