Franchising Pitfalls and Wins: How to Empower Senior Care Franchises for Success

The senior care franchise model is gaining momentum as the industry adapts to surging demand and evolving challenges. Through franchising, established brands can rapidly expand their market presence while providing operators with proven business systems and support. IAdvance Senior Care spoke with two franchise experts about the pros and cons of this model, why it’s so successful, and what the future may hold for franchising within senior care.

Why the Franchise Model is Popular in the Senior Care Industry

Bill Bunting, COO of Avendelle Assisted Living

The franchise model allows the franchisee to access start up and ongoing support, making it an appealing option for many. “They are not alone and have an experienced team supporting them,” says Bill Bunting, COO of Avendelle Assisted Living, who has opened over 200 franchise locations, revitalized struggling brands, and guided franchisees to long-term success. “They also have the franchise community supporting them. They feel a part of something.” Additionally, the brand name and brand awareness can help franchisees launch a successful business, reducing the challenge of building a brand from scratch and establishing credibility and support in the industry.

Franchising can set new business owners up for success because they start with a proven business model and a complete operational program that includes training and best practices. This framework helps avoid common challenges and mistakes, allowing franchisees to establish and grow faster. “Franchisees should understand that while they have flexibility, they don’t have complete freedom,” explains Emma Dickison, CFE, CSA, CEO and president of Home Helpers Home Care. “That’s why the systems, processes, resources, and tools have been thoroughly researched, tested, and built into the business model – to help accelerate their path to success.”

The support that franchisees receive can be comprehensive, depending on the brand. Bunting notes that when a franchisee signs with Avendelle Assisted Living, the Avendelle team goes to work, helping with nearly every aspect of getting the new business operational, including assisting on site selection, the zoning and permit process, construction management, licensing, training, operations, marketing, and opening.

Potential Pitfalls of Franchising

Emma Dickison, CFE, CSA, CEO and president of Home Helpers Home Care

While franchising offers many benefits, there can be downsides. Bunting cautions franchisees against rushing into selecting the franchise. “A franchise is a long-term commitment and ultimately the franchisee is responsible for the success of their business,” he says. As a result, it’s essential for the franchisee to choose a franchise that offers the type of leadership that will help them succeed.

Dickison explains that there isn’t a single defining factor to franchising success. Rather, success is a combination of elements. “The key is joining a responsible franchise that embraces innovation and provides the necessary tools and resources,” she says. “However, as a franchisee, you must also be willing to be held accountable for implementing the business model.”

For example, while Home Helpers Home Care has a proven franchise system, the franchisee must ultimately own and operate the business, and they’re responsible for day-to-day operations. She notes that new franchisees sometimes want to change things early on, despite the fact that following the business model is often the best path to success. That’s not to say that new ideas aren’t helpful in developing a business. Dickison notes that it’s essential that franchisors and franchisees collaborate to guide innovation while still ensuring consistency. “A strong brand doesn’t stand still – it evolves to meet consumer needs,” she says.

Dickison explains that some people have the misconception of thinking that franchising is an “If you build it, they will come,” scenario. “But that’s not the case,” she says, highlighting that franchisees must still put in hard work, dedication, and focus on continuous learning. A franchise gives franchisees access to a proven business model, but it’s not a guarantee of success.

Tips for Franchisee Success

Maximizing a franchisee’s chances of success begins with choosing the right franchise. While some franchises require the franchisee to be an active operator, other franchises allow for semi-absentee operators. “The more a franchisee is involved with their business, the better chance of success for that franchise location,” Bunting explains. “Being involved with your business is a great way to create more success.”

A great deal of success also hinges on a franchisee’s ability to commit and connect, not only within their own brand, but within the broader franchise community. “Following the model gives you the best chance for success, but engagement is just as crucial,” explains Dickison. “The more effort you put into building relationships and learning from others, the more you’ll gain in return.”

She notes that it’s essential for franchisees to regularly meet with their performance coach, attend national conferences and industry events, get involved in trade associations, invest in staff training, and support caregivers by helping them learn new skills. “The more you invest in learning, training, and community involvement, the better positioned you’ll be for long-term success.”

The Future of the Senior Care Franchise Model

The aging Baby Boomer generation means demand for senior care will increase in the coming years. Bunting believes it indicates significant growth potential for the franchising model. “The outlook for senior care franchising is poised to grow substantially over the next 10 years,” he says. “With the Baby Boomer generation aging, senior care franchising will become more in demand. Consumers trust brands more than independent companies.”

Dickison believes that as demand for senior care grows, more brands will enter the space. “Franchise brands that prioritize innovation, stay involved in trade associations, and actively engage in advocacy at both local and federal levels will be best positioned to thrive,” she says. “The franchisors that focus on advancing their care models and adapting to industry shifts will not only attract more franchisees but, more importantly, be able to deliver exceptional care to more people in need.”

Paige Cerulli

Paige Cerulli is a contributing writer to i Advance Senior Care.