With Demand for Home Care at an All-Time High, 2nd Family Steps Up Nationwide
Caring for aging loved ones is a challenge that countless families face every day. Many are blindsided by how quickly things change — one day, elderly parents are independent, and the next, a sudden fall or health crisis turns things upside down. Families often find themselves overwhelmed, juggling full-time jobs, raising children and scrambling to make critical decisions for their loved ones.
With the senior population growing at an unprecedented rate, the demand for senior care is stronger than ever as the population ages. According to the National Council on Aging, the number of Americans aged 65 and older is expected to reach 80.8 million by 2040 and 94.7 million by 2060.
Enter the 2nd Family Home Care and Support Services Franchise. Founded in 2012 by cousins Chad Tracey and Joshua Markland, 2nd Family was built on a mission to help seniors maintain independence while giving families peace of mind. Since franchising in 2020, the brand has expanded nationwide.
What truly sets 2nd Family apart is its rigorous caregiver selection process. The company is deeply committed to hiring only those they would trust with their own loved ones. “A few years back, we trademarked the Grandma Guarantee® because it was that important,” says Chad Tracey, co-founder and CEO. “We wouldn’t send you a caregiver we wouldn’t trust with our own grandma. We’re committed to keeping that promise.”
2nd Family blends compassionate service with smart, sustainable growth, employing registered nurses (RNs) to oversee care plans and leveraging cutting-edge technology for scheduling and communication. Now, with the backing of franchise development partner REP’M Group, 2nd Family is bringing its trusted, family-first approach to communities nationwide.
A Day in the Life of a Franchise Owner
Franchisees take on multiple roles, from managing daily operations to supporting caregivers and building community partnerships. According to Summer Sugalski, the general manager at 2nd Family of Central Maryland, no two days look exactly alike, but each is filled with meaningful work. “As the general manager, you wear a lot of hats, but each day, you have to put on the one that benefits your clients, staff and business the most,” she explains.
A typical day might start with overseeing scheduling and recruiting efforts. Then, meeting with local community partners, such as hospitals, rehab centers and senior organizations, to build relationships and grow referral networks. Handling client onboarding and satisfaction is another crucial part of the day. Franchisees regularly check in with families, ensuring that new clients feel supported and that existing ones receive the highest quality care. “You always have to expect the unexpected,” Sugalski says, explaining that responding to client needs in real-time is a key part of the job.
Overcoming Daily Challenges
Balancing staffing and client needs is one of the biggest challenges in operating the senior care business. “Ensuring that we have a great balance of staff (hiring) and clients (marketing/client success) is key,” Sugalski says. “It all comes down to our number one goal — making sure clients receive the high-quality care they need to remain safe in their homes.”
At 2nd Family, franchise owners recognize that caregivers are the backbone of the business. “Our caregivers are humans, too, with their own lives and challenges,” Sugalski explains. “They all know my name, and I make an effort to learn more about them so they see that I care about them as individuals, not just as employees. When you have a team of flex-time employees, it’s important that your leadership and genuine communication stand out. Caregivers will be more compelled to work with you and for the clients when they know you truly care.”
For 2nd Family franchisees, the work is a calling. “There are so many rewarding aspects to this role,” Sugalski says. “The work we do is selfless, vital and important. We facilitate a much-needed service so seniors can remain safely and comfortably in their homes for as long as possible.” One of the most fulfilling parts of the job is building relationships with families and being part of their care journey. “My goal is to be a light in an otherwise dim and stressful time,” she adds.
She has even experienced the impact of 2nd Family’s services in her own life. “Recently, our caregivers assisted my grandmother. They helped her with everything from going to the hair salon to providing companionship and assistance with daily activities. My family and I saw firsthand how amazing our caregivers are. When families feel heard and supported, it strengthens their trust in us,” Sugalski explains.
The Franchise Opportunity
According to Will Siegel, director of franchise development at REP’M Group, successful franchisees are deeply committed to helping others. “A great franchisee truly wants to give back to their community,” he says.
Franchise owner Jeff Neidig, who runs a 2nd Family franchise in East Central Ohio, agrees. “You must show a passion for caring for others and display this when talking to referral partners and potential clients,” he says. “Hard work is essential as you work ‘in’ the business, not just ‘on’ it.”
Franchisees must want to be involved in people’s lives and prepared for an active role in their communities. “Community engagement and outreach play a pivotal part in the growth of a 2nd Family franchise,” Siegel says. “Our training is designed to not only educate our franchisees on different avenues of marketing but also teach them the best approach to creating vital relationships with like-minded entrepreneurs and professionals across all senior-related industries.”
Franchisee Success
Franchisees receive extensive training before they open for business, but the key to success comes from following the proven system. “Use the onboarding and training from 2nd Family to grasp startup and ongoing challenges and solutions. As your business grows, allocate more time to managing this growth,” Neidig says.
Neidig advises franchisees to form strong connections with other senior care professionals. “Sometimes your referral partners are facilities, but often they can be small connections with other community partners that can spread your business offerings by word of mouth,” he says. “This includes senior centers and small community networking groups that allow a more personalized relationship.”
Help from Technology
The hiring process at 2nd Family is streamlined with assistance from artificial intelligence (AI) technology. “We used to have an employee whose job was to make initial calls to a caregiver candidate and determine if they met our values and were a quality individual. A few years ago, we shifted this role to an AI bot. Through text messages, the AI bot can ask the caregiver candidate these questions in an automated fashion and set up a virtual interview with an HR representative. Our franchisees love this technology because it saves them money and helps them generate more revenue,” Tracey explains.
Technology also plays a major role in client communication. 2nd Family provides an app where family members can check in on their loved one’s care. “We had a daughter who had to move to California for work, while her elderly mother with dementia was in Maryland,” Tracey recalls. “She downloaded the 2nd Family app and could see when our caregiver clocked in and out, verified by GPS. She could also see notes on what was done during each shift. It gave her peace of mind, knowing she could still be part of her mother’s care, even from across the country.”
Meeting The Demand for Senior Care
As the demand for senior care rises, the 2nd Family franchise is positioned to expand nationwide. Siegel envisions a bright future: “I see 2nd Family becoming a nationally-known brand, supporting thousands of seniors across the U.S. Our systems, processes and strategic use of technology will allow our franchisees to flourish and grow with the increasing need.”
Neidig believes that the close-knit nature of the 2nd Family franchise will be its strength moving forward. “2nd Family will stand out from other home care franchises through our close owner relationships,” he says. “We aim to grow together, sharing best practices and challenges to ensure success.”
For Tracey, building trust with clients has been the key to success. “Families are stressed out and skeptical when they come to us. Listening and being empathetic to their situation and then offering solutions helps put them at ease. Our role is to make sure they feel supported, both emotionally and practically.”
To find out more about the 2nd Family franchise, click here.
