The Senior Care Franchise Meets the Growing Demand for Long-Term Care
Trua Senior Living Locators helps families at a difficult point in their lives, when they are trying to navigate a confusing process to find the best senior living accommodations, says company founder and CEO Matt Staley, who holds a doctorate in physical therapy. Because this work has a direct impact on people’s lives, it requires a deep sense of empathy. “If you have a heart and passion for helping others in need, this is a perfect fit for you,” he says.
Succeeding as a franchise owner also takes total commitment to all the aspects of the business, he says. “Franchisees who are fully immersed in their business will better understand the assisted living facilities in their territory and build strong relationships with referral sources,” Staley says. “An ‘all in’ mentality naturally leads to superior customer service for both clients and referral sources, enhancing the franchisee’s reputation within the senior care industry.”
As the demand for long-term care for seniors increases, the company is meeting a need in the community, he says. “Our clients are genuinely grateful for the service we provide, especially since it’s free of charge to them,” he says.
Staley has been a physical therapist for 21 years and is certified as a geriatric specialist. For much of his career, he practiced in assisted living communities, seeing firsthand what each facility had to offer. He decided to shift his professional focus and use his expertise to assist families with the senior care placement process, so he started Trua Senior Living Locators in 2019 and the company began franchising in 2023.
We believe strongly in the power of teamwork.
Ideal Franchisees
As the company is growing, he says that Trua is looking for franchise owners who will fully embrace the company’s procedures and values. “We seek candidates who will actively pursue business opportunities, are coachable, and are committed to following the systems and processes that have made our brand successful,” he says. “I want our franchisees to understand that providing excellent customer service is our top priority. We will always act in the best interest of our clients, ensuring that our referral partners see us as the trusted referral agency in their territory.”
It’s also crucial that franchisees’ values align with the company’s culture, he says. “We foster this alignment by promoting open communication, trust, mutual respect, and clearly defined roles and responsibilities,” Staley says. “We believe strongly in the power of teamwork and a culture of support, where everyone is committed to helping each other thrive. This shared commitment to our values creates an environment ripe with opportunities for growth and success.”
The corporate team provides new franchisees with comprehensive training and ongoing support. “We are fully committed to serving our franchisees in any way that sets them up for success. We adopt a servant leadership approach, viewing our franchisees as our clients and providing the support and guidance they need to excel in their roles,” he says.
As part of supporting franchise owners, the company is creating an online university that will allow franchisees to access relevant topics at their convenience. Trua is also developing proprietary software designed to simplify the placement process, he says. “This software aims to enhance franchisees’ ability to find the right assisted living community on the first try, which is crucial because placing a family member in assisted living can be a stressful and costly process. Getting it right the first time reduces the likelihood of families needing to go through the process again.”
To ensure that the business continues to thrive, Staley believes that the franchisor and the franchisees should take ownership of their individual obligations while uniting their efforts. “A collective focus on driving unit economics and profitability is essential for the long-term success of the brand,” he says. “I believe that collaboration between the franchisor and franchisees will further promote best practices and strengthen the brand as a whole.”
For more information, visit https://truafranchise.com.
