Right at Home Plans for Expansion and Exploration in 2024

Approximately 3.8 million baby boomers are expected to turn 65 each year through 2029, and for many, the 65-year milestone also marks an increasing need for long-term services and support. Right at Home, the 700-plus-unit in-home care franchise, is working to support the growing senior population with compassionate in-home care. After awarding 24 new franchises last year, the team is looking to do the same again this year, further expanding its footprint in markets nationwide.

“With our tenure, if you look at available territory maps, most of the big primary cities throughout the U.S. are already sold. However, we do have those outlier territories that are open, available, and have seniors in need,” said Jennifer Chaney, vice president of franchise development. “Even though they don’t live in the middle of a big metropolis, there’s a population of seniors in those territories as well that need home care. Every remaining territory across the U.S. has seniors that need care, so our focus is finding people to claim those territories and serve those seniors.”

As it works to reach these goals, Right at Home is also focused on supporting its existing owners and further building up its referral program. Last year, five of the system’s new franchisees joined the brand thanks to the referral of an existing franchisee, and Chaney said this is something the leadership team is especially proud of.

“2023 was kind of our test run of really boosting our existing franchisee referral program,” she explained. “We had many referrals this year, but five had both the interest and qualifications necessary to move forward and purchase the franchise. I think that speaks volumes about our business. Our owners are referring people to join a business that has really changed their lives.”

Internal Development Efforts

In addition to external development, Right at Home is consistently working to enhance its internal systems and support structures. Its Home Improvement conference in April will be centered on providing varied learning tracks to support the hundreds of franchise owners and team members in attendance.

“The learning tracks were really developed with the key players of each local office in mind,” explained Emily Undajon, senior vice president of strategic operations. “We’ve tried to create a learning track for each part of the office staff framework, and they’re focused on the idea of exploring the unknown. We viewed last year as the sort of launch pad, where we focused on our strategic plan. This year the rocket has lifted, and we’re exploring the galaxy to take in-home care to a whole new level.”

Exploring New Technologies

At the “Exploring the Unknown” Conference, the Right at Home system will be examining how modern platforms and other technologies can better inform their operations and strengthen growth efforts.

After kickoff messaging from CEO Margaret Haynes and Sylvie Di Giusto, who speaks on the power of choice, attendees will break into many educational and collaborative sessions covering a range of topics including:

• Optimization of Right at Home’s Operating Software

• Engaging Referral Sources

• How Franchise Owners can engage Power Partners for Mutual Referrals

• Caregiver Recruitment

• Mastering Social Media and Online Reputation

• Digital Best Practices for the Caregiver Journey

• Sales Bootcamp

• Leadership

• Building a Foundation for Sustainable Growth and Compliance

• Safe, Productive Use of Artificial Intelligence in the Home Care Space

• The Benefits of Joining a Right at Home Performance Group

• Succession Planning

Later in the conference, as franchise owners gather in regional groups, office-level staff will be invited to participate in Solution Rooms with their peers. Here, they’ll have the opportunity to bring a challenge to the table and leave with 10–12 solutions from other experts who share their roles and responsibilities.

The entire conference centers around issues and topics that are front of mind for franchisees. Right at Home’s willingness to explore things like AI, social media, and digital practices is a major contributor to keeping the brand at the forefront of the in-home care industry and maintaining a positive relationship with franchisees.

“We believe it’s really important to have a franchisee taskforce that helps create the agenda so that we can cater to our owners and really get that buy-in,” explained Undajon. “However, Home Improvement is not only about learning. It’s also about coming together. I like to think about it as a family reunion. It’s an opportunity for us to reshape what we’re thinking about for the rest of the year and fill our cups by being around other people with similar passion and drive.”

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