How entrepreneurial drive and a passion to help others led to success as an owner with the iconic home care franchise
There are times when our plans shift into an opportunity that we didn’t expect. This is what Bruce McReynolds experienced when he tried to buy a gym in his native area of Greensboro, North Carolina. Bruce’s intention was to shift the business to focus on the demand of seniors desiring to remain active and healthy as they age. His plans fell through. Then, Bruce saw an ad for Griswold and decided to pursue his entrepreneurial dreams with the iconic home care franchise.
As a former vice president of human resources for several well known department stores, Bruce had the business acumen necessary to analyze a good opportunity when he saw one.
“I got on the phone with Griswold, and I knew very quickly that this was a company where I could be successful,” Brucel says. “From our very first conversations, they focused on their level of care, rather than how well their franchisees could do from a financial standpoint. This was attractive to me, as they felt that by providing the most exemplary service, the financial rewards would follow. This has proven to be true.”
Bruce launched his Griswold franchise in 2012, and the business began taking off quickly. The hours of research into the enormous demand for senior home care not only turned out to be true, it turned out to be greater than Bruce anticipated.
AARP reports that by 2030, 20 percent of the population will be aged 65 and older, and 10,000 people are turning 65 every single day in America. The same publication reports that 96 percent of seniors want to age in place and 80 percent believe that their current home is where they will always live. In his hometown of Greensboro, there are nearly 50 assisted living communities for seniors, and over 100 senior living communities. While there are numerous home care brands in his market, Bruce was confident that his Griswold franchise could stand out as the brand that provides the best care.
“We’re extremely different than the other home care brands in our market,” Bruce says. “For starters, we’re the oldest home care company in the nation, and we have a long reputation of providing the most exceptional care. We market this fact extremely effectively, which is something that the other brands simply cannot do. As a result, we’ve been able to win new business consistently, and my business has grown significantly over the years.”
The marketing efforts that Bruce mentions above, are the tandem work between himself and corporate, who seek to provide franchise owners with the relevant marketing materials they need to grow and prosper.
“Our corporate team is outstanding and very easy work with,” Bruce says. “The company provides an infrastructure to focus on winning businesses, allowing us to effectively market digitally and track our leads. They do a great job at providing us with a professional face, which our competition has trouble with. We not look like the most trusted brand in our market, we really live up to it.”
Bruce aims to be an extremely hands-on business owner. He interviews every caregiver that he brings on, and touches base with his clients to ensure that their standards and needs are being met. He schedules about 15 clients per month, and estimates that during his tenure as a Griswold franchisee, he’s helped thousands of people find comfort, peace and dignity in their times of need.
Now, after five years in business, Bruce has advice for entrepreneurs investigating the home care franchise opportunity.
“The number one thing you need is compassion and a desire to help others,” he says. “You need to understand that you’re serving two groups: clients and caregivers. You need to take care of both to do well. There’s an advantage in choosing Griswold, because they’ve been a business for 35 years, and they know what their franchisees need to succeed. They think everything through, and they listen to us and work with us. Ultimately, it comes down to compassion and drive – if you have those qualities, it is going to be a good fit.”
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