The Senior Network

Networking is a common strategy for developing leads in remodeling. Although there are differences, the same is true in the senior remodeling business, too.

Every community in the country has an Area Agency on Aging. These agencies are mandated by the Older Americans Act and administered locally. They operate differently in each community, and some are called by different names. The range and quality of services vary widely. In the best cases, the agencies facilitate networking meetings and publish helpful pamphlets, guides and resource directories in addition to coordinating client services to older residents. You can find out about the AAA in your area by calling your county government office.

This is not just networking; this is The Network. Senior service providers have recognized their network for years. Although engaging The Network for lead generation can be valuable, it might not be as easy as standard networking. Simply showing your face, shaking hands and handing out cards will not be enough. There are reasons for this:

1. Home modification is not yet a typical strategy in the service providers' minds. Most funding is not directed to home care. The people who can direct leads your way might not understand the process and time frames of the remodeling business. They might know just what you can do for their older clients. The clients might not have private resources, or the service provider might not be aware of them.

2. Most clients engaging The Network are in crisis. These are the "hurry-up" clients I talked about in the introductory column in this series. This is not the best circumstance for a successful remodeling project. Engaging the client might be difficult because his or her focus is elsewhere. The value of the remodeling is tied to the client's recovery and prognosis. These might not be clear.

3. The service providers are responsible for their clients. This is very important. In standard networking, a referral suggests your name to someone so the lead can check you out. The source is not vouching for you as much as passing on your contact information. The buyer is expected to beware.

The senior providers are paid by their agency, the client or the client's family to advise and assist the client to cope with problems. They need to be very comfortable that the solution you represent will really work for this client. They also need to know you are competent and trustworthy.

When service providers send business your way, that referral is a product of their work. If the referral does not solve the problem, they have failed at their job. If the project and the relationship do not go well, their reputation might be at stake.

The solution is to educate and earn the trust of The Network. Here are some suggestions:

1. You must have patience. People will trust you when they are convinced of your sincerity and competence. The best way to gain their trust is to join the network. Participate in the events and seminars they organize. Help in ways you can easily. For years, my crews moved chairs and equipment for network functions when the need arose. The Network members met and worked with my guys. They saw that we showed up on time and met our obligations. Over time, our faces became familiar, and we became part of The Network.

2. Provide seminars and in-service meetings for service providers, potential clients and members of the community. The Network itself is a great source for speaking opportunities to promote home modifications and your services. They are looking for relevant program content, and you, as the expert, are it. In-service meetings include monthly staff meetings at hospitals and other facilities. Senior centers look for programming of interest. Community forums provide information to the general public.

One difficulty in working in The Network is turnover in hospital and facility staff. For example, just when you think you have won the trust of a hospital discharge planner (a hospital social worker who helps arrange home services for patients on the mend), he or she will change jobs. The same is true for marketing and sales staff at home health agencies. Small-business operators might be better prospects because they are personally invested in their business, just as you are.

The senior providers I know are wonderful people dedicated to their clients and their jobs. Joining The Network is a sure way of educating and winning the trust of valuable referral sources for senior remodeling. It requires patience. As time passes and home modifications become a more common solution, education will be easier. Friendly competitors will join you in education activities. Maintaining the trust of the service provider network will always be critical.

Following is a list of aging network members: