When I started my homecare business in January of 2010, I left behind a career as a Registered Nurse in a local trauma center. My nursing career had included years of experience as a paramedic on a mobile intensive care unit and as an ER nurse. While I was skilled in patient care, I had no experience in sales, marketing, financial management, or team leadership. My family was my biggest cheerleader, contributing greatly to my success, along with prayers from friends and community partners who had become more like family than just referral sources.
Despite the initial success in my first year, I found myself struggling to balance the operational side of the business with sales and marketing. Every time I focused on financials, quality, or spending time with clients, I felt like the sales and marketing efforts were slipping. This constant juggling eventually led my business to hit a plateau. As a business owner and leader, I began to doubt every decision and wondered if I was building a strong enough foundation for my team, clients, and referral partners.
In the early days of my business, I joined the local Chamber of Commerce and found a mentor who helped me navigate these struggles. I will never forget a coffee meeting where I shared my frustrations. I explained how I was spread too thin, touching all areas of my business but not managing them efficiently. My background wasn’t in finances or sales, and that alone posed significant challenges in building the kind of business and legacy I had envisioned.
Then, my mentor said something that would change everything: “You don’t have to know everything about business to be a great business owner and leader. You just have to be smart enough to figure out where you are most valuable to your business and then surround yourself with a team that has the skill set to fill the voids. And always inspect what you expect.”
That simple yet powerful advice was a relief and a game-changer. From that moment, I began to approach my business and team building differently. I looked at every potential hire with a focus on what skills they could bring to the company and what gaps needed to be filled to grow my business. I found myself more passionate about getting out into the community, connecting with partners, clients, and families. After all, this was the reason I left my nursing career—to provide dignity and grace to individuals aging in place and to allow families to enjoy their time with their loved ones.
But even with this newfound clarity, I still found myself struggling with the day-to-day operations. Managing both the office team and the sales and marketing team was more challenging than I had anticipated.
In 2014, I met Steve “The Hurricane” Weiss at a conference. His energy and passion for the homecare industry instantly caught my attention. He spoke about the importance of building “Power Partners,” networking, and truly connecting with clients and families. As I watched him energize the crowd of overworked and burned-out home care owners, I knew I had to learn more. His approach resonated deeply with me, and I didn’t want to leave that conference without knowing how to bring that same passion and drive to my business.
After speaking with Steve, I knew he could help me grow my business. His team provided the support I needed to focus on areas where I could truly make an impact. While Steve and his team guided my sales team with training, accountability, and marketing strategies, I was able to stay involved in the sales and marketing efforts and still inspect what I expected through weekly manager calls. This one change helped me grow not only in my business but also myself as a business owner and leader. I learned how to better manage my team and implement systems that allowed us to scale without losing the personal touch that was so important to me.
Fast forward 10 years, and I am now part of Steve’s Elite Academy, a network of like-minded homecare business owners from across the country. Meeting in person to share struggles, challenges, and successes has been priceless. Reflecting on this 15-year journey, I feel incredibly blessed to have had mentors who believed in me, my team, and our mission to provide the highest level of care to the aging population.
Key Lessons from My Journey
If I could offer any advice to other home care owners, it would be this:
- You don’t need to know everything: No one expects you to be an expert in every area of your business. Focus on where you can add the most value and surround yourself with a team that can fill the gaps.
- Don’t be afraid to ask questions: It’s okay not to know everything at the stage you’re at. Don’t be afraid to ask questions and seek help. You’ll learn something from everyone, no matter where they are in their journey.
- Invest in your team: Your team is the foundation of your success. Investing in their growth and development is crucial. And don’t forget to invest in yourself as a leader, never stop learning and improving.
- Find a mentor or coach: Having someone who has been there and done that can be invaluable. In my case, Steve “The Hurricane” Weiss has been that mentor, providing guidance and support tailored to the homecare industry.
- Create a support system: Surround yourself with people who understand your struggles. Whether through networking, attending conferences, or joining groups like Steve’s Elite Academy, building a community of peers can provide invaluable insight and support.
- Sales and marketing are essential: Growing and branding your business requires dedication to sales and marketing. Don’t try to do it all yourself.
The Importance of Team Building and Delegation
One of the most important takeaways from my journey is that you can’t—and shouldn’t—try to do everything on your own. Even large Fortune 500 companies don’t expect one person to manage every department. They put managers in place to oversee operations, training, and team guidance. As a home care business owner, you must learn to delegate and rely on experts in areas like sales, marketing, and operations.
To all the home care owners and managers who are feeling overwhelmed, I challenge you to ask yourself: Where are you most valuable to your business? Once you answer that, build a team around you that fills the gaps, and invest in mentors and coaches for both you and your team. Your growth and success depend on it.
My 15-year journey has taught me the power of mentorship, delegation, and continuously investing in both you and your team. It hasn’t always been easy, but with the right support, the right team, and the right mindset, success is possible. To all the business owners out there—don’t give up. Surround yourself with people who can help you grow, and never stop learning.