Hello to all the exceptional agency owners and team members in Gregg Mazza’s Home Care Breakthrough community. We’re excited to share insights from our journey- first as home care agency owners, and now as co-founders of CINCH CCM® SaaS empowering caregivers to work as a team and enables schedulers to efficiently manage fractional, custom visits in independent living communities. 

Gregg thought it would be helpful to share our experience on how to successfully enter and establish a presence in a high-quality independent living community. The following guide outlines the steps we developed that helped us gain access to four communities. 

To start, we thought we would share a line from an email we recently received from one of our home care agency owners that we are consulting for: 

“When I talk to an Independent Living community about fractional home care, they say they’ll think about it—and never get back to me. Even after I follow up… crickets.” 

Sound familiar? Breaking into IL isn’t easy – but with the right prep, positioning, and persistence, it’s possible. Let’s walk you through our proven roadmap to earning that invitation in.

Step 1: Do Your Homework 

Before you walk through the door, understand the community. Create a “battle plan” with these data points: 

• Community name, service levels, resident census 

• Monthly pricing and included amenities 

• External services offered (e.g. PT/OT, cleaning, laundry) 

• Leadership and staff contact info 

Start online, but don’t stop there—visit in person. The front desk is often your most helpful ally. 

Understand how much they charge for Assisted Living services. Why? Because you’ll be offering a more affordable, resident-centered alternative. For example: your services at $500/week vs. AL care at $5,000/month. 

Also, map the org chart: 

• Executive Director / GM (decision-maker) 

• Sales/Marketing, Wellness, Nursing, Engagement Directors (influencers) 

And don’t forget the extended care network: PT/OT, home health, hospice, pharmacy, and senior placement pros. These partners can help open doors—if they know and trust you. 

Step 2: Define & Brand Your Services 

Use clear, compelling branding for your IL offering. We recommend creating a named program like: 

“Peace of Mind Care by [Your Agency Name]” 

This communicates trust, reassurance, and value. Create a 1-page flyer that breaks down: 

• Front: Service overview and resident benefits 

• Back: Specific offerings and pricing 

Tailor messaging for two audiences: 

1. Residents/families – personal support and independence 

2. Executive Directors – census retention and added value 

Step 3: Get Operationally Ready 

Don’t jump in unprepared. Fractional care is not traditional 1:1 private duty—it requires: 

• A different staffing model 

• Purpose-built scheduling technology 

• Clear workflows for multiple brief visits 

Without these, your service will strain caregivers and falter. Make sure your team is truly ready before going live in an IL setting. 

Step 4: Qualify the Community 

Not all IL communities are ready—or right—for fractional care. Ask: 

• Do they already have a home care provider? 

• Are they open to change, or are things working fine? 

• Do they have residents aging in place who might benefit? 

Start at the front desk, then meet with key staff like the Wellness Director or on-site nurse. These “influencers” can introduce you to the ED and vouch for your value. 

Bonus tip: Talk to partner providers like home health or PT. If they’re familiar with your reputation, they may advocate for you. 

Step 5: Nail the Executive Director Meeting 

When your meeting with the ED comes—make it count. 

Bring your branded flyer, clear pricing, strong references, and a simple pitch: 

“We offer customized, reliable care that helps residents remain in IL longer. This improves quality of life—and supports your community’s census.” 

Be ready for any of these outcomes: 

1. You get the deal – Congrats! Time to execute. 

2. You’re invited to replace a struggling agency – Be prepared to share a transition plan. 

3. You don’t get in, but they like your approach – Stay top-of-mind. 

4. They’re unsure there’s a need – Offer to run a short resident survey. 

5. No interest – That’s okay. Some communities just aren’t the right fit. 

Step 6: Enter “Hover Mode” 

If you didn’t get a “yes” today, don’t walk away. Instead, enter what we call Hover Mode—stay nearby, visible, and be helpful. 

How? 

• Attend community events, networking mixers, and fundraisers 

• Run educational sessions for residents and families 

• Check in monthly with a friendly note or quick coffee with the ED 

In one community, we hosted a Power of Attorney Support Group and invited financial planners and elder law attorneys to speak. It built trust and credibility. 

Sometimes, “no” really means “not yet.” Stay top of mind. When something changes, you’ll be the first call. 

Final Thoughts 

Getting into an Independent Living community takes time, but it’s worth it. You’ll be offering essential services to a growing, underserved segment—seniors who aren’t ready for Assisted Living but still need support. 

With thoughtful prep, a compelling service brand, and strategic persistence, your agency can become the go-to care partner in IL communities. 

At CINCH CCM, we’ve lived this process—and now help agencies like yours do the same. Visit cinchccm.com/why-cinch to explore real case studies, podcast interviews, and sample materials. 

Thanks for letting us share our story. Let’s keep seniors safe, supported, and thriving—right where they want to be. 

Warm regards, 
Tim & Gina Murray 
Co-Founders, CINCH CCM 

Article By Tim and Gina Murray, Co-Founders of CINCH CCM