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November 19, 2023 56 mins

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Home Care Marketing: Strategies for Expanding the Territories for Your Home Care Business

Ever wondered the secret to scaling your home care business for maximal impact and maximal profit? We’re unmasking the strategies that have propelled us to success in the heart of the senior care industry. Through this enlightening discussion, we uncover the monumental role of intentionality, planning, and team effort in the process of territorial expansion, revealing some of our most effective methods for caregiver recruitment, adjustment of billing strategies, and the utilization of a nifty marketing tool we call the leave-behind.

As we steer the conversation towards the generation of private pay business, we draw from a comparative analysis performed on two retirement communities, Sun Lakes and Sun City West. Here, we expose the relevance of age and income statistics in identifying viable prospects. Beyond demographics, we're pulling back the curtain on why studying healthcare facilities, specifically those that accept Medicare, in your target area could be game-changing for your business. Then, we switch gears to discuss the gritty yet exciting process of breaking into brand new territories. From leveraging the internet and social media for information gathering, to engaging with competitors, we've got you covered!

Finally, we tie it all together with a deep dive into marketing strategies and online visibility growth. You’ll learn how to differentiate yourself in the market, break into Skilled Nursing Facilities (SNFs), and make the most of a lead caregiver program. We spare no detail in explaining how Search Engine Optimization can enhance your online presence and reach, drawing from real-life success stories. As we wrap up, we discuss the importance of holiday outreach and community involvement, and share ideas for promotional events. Tune in, as we open up a treasure trove of insights and practical strategies to help you navigate the exciting path of business expansion in the home care industry.

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Transcript

Episode Transcript

Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:04):
Hey everybody.
I know there's going to be morepeople coming in as we hit the
top of the hour and a littleafter people will be trickling
in, but welcome to November 17.
Yay, hope everybody's doingwell.

(00:27):
I see Don Me muted.
Don Wrong Zoom room.
Sorry about that.
We just set started rules of theroad for all of you who are new
or maybe haven't been here in awhile.
We want you to share with us.
There is a chat and I thinkthere's already some chats in

(00:47):
the chat.
So you can see where that is.
It's lit up on your screen.
It's got a little two rightthere probably.
Share your successes and mutewhen you're not sharing.
So if everybody can keep theirline muted just because we hear
your chicken nuggets order andthe drive through and stuff like
that, and then ask for help,tips and advice, contribute to

(01:09):
the conversation, suggest topicsfor discussion, we're always
open to knowing what you want tohear about.
So please don't hesitate.
And also, if you have questions, maybe for us, maybe for other
people, just hit us up in thechat.
Or if you need to unmute yourline and talk, we can do that
too.
All right, private portal.
So I know everybody.
I don't think people like tolog in, but you should.

(01:33):
You should at least look.
I'll go to home care marketing,mastermindcom Pretty easy stuff
and your email address that wesend all the reminders to.
That is your user and thenwhatever was emailed to you or
whatever you set up for yourpassword your password if you
don't have that email address,your password if you don't know

(01:53):
it, use forgot your passwordfeature and log in there and see
everything for almost the lasttwo years.
I probably need to clean thatup a little bit, but all the
past meetings are in there andthey're also on Facebook in our
private Facebook group, so besure to use those.
I'm going to turn it over toDon Viella.

Speaker 2 (02:17):
Hello, happy Friday everybody.
So we want to make sure thatyou mark your calendars for the
big end of your webinar,wednesday November 29.
All the times are here 3 pmEastern, 2 pm Central, noon
Pacific.
So we're excited to do thatagain.
It was a big hit last year.
We have a lot.
How many people are signed up,valerie?
I know?

Speaker 1 (02:36):
it's a lot.
Oh, it's well, it's well over100.
I can't remember I didn't lookagain today, but it's, I don't
know, close to 150 at this point.
Great.

Speaker 2 (02:47):
And I think seats might be limited.

Speaker 1 (02:49):
Yes, we do have limited seating, so everybody
get registered and get in there,it'll eventually stop taking.
I think 300s are limited.
So, we're about halfway there.

Speaker 2 (03:01):
Okay, that's great, it's exciting.
We go into all kinds of things.
You know how to end the year,strong KPIs for every department
, how to grow the business.
It's a little bit of everything, but there's some more
operational stuff in there,probably, than what we do here
in Mountain.
We're in Mastermind.
Also, december 15th will be ourlast Mastermind of the year.

(03:21):
It's our next one and our lastone.
We won't be doing Mastermindthis week, the November 29th
week, because we'll be workingon the big end of your webinar,
so be sure to stay tuned forthat.
Well, Valerie, I think you haveto do.
I need control, or you got itOkay.
So today we're going to coversteps to take to expand your

(03:43):
territory in person and online.
And then Val or Lisa's made alot of February leave behind
that you guys are just going tolove.
So we'll get into that too.
We got to stay ahead.
The further ahead you can beand plan and get your stuff
purchased and ready to run outthe door with it, the better.
Okay, valerie.

(04:06):
So why would you want to expandyour territory?
I mean, there's lots of reasons.
Sometimes you've kind of maxedout in the territory that you're
in.
Maybe there's betterdemographics somewhere outside
of where you've been marketingor where you're getting your
current clients.
Maybe you want to increaseavailable hours, maybe you want
to charge more hourly.
Maybe there's a higher incomearea just outside of where

(04:29):
you've been where you couldcharge more hourly, or maybe you
could have longer shifts.
Maybe the people outside of thedemographic that you're
currently serving maybe they'rea little bit older, maybe a
little more frail, maybe theyneed longer shifts.
Maybe it's because there's moreSNFs facilities in a certain
territory.
So I've been through theexpansion of territories several

(04:51):
times actually, and it doeshelp with billing.
I mean, you know it's a wholemaneuver.
You've got caregivers also thatneed to be in that area and
ready to go, so it's not justlike an overnight.
Okay, we're moving into thisarea and that's it.
I mean, everybody at the officeneeds to be aware and you've
got also recruit for that moveas well, or that addition.
Okay, valerie, I think I'mgoing to need control because

(05:13):
I'm going to be clicking on somethings here in a minute.

Speaker 1 (05:18):
You want to share your screen and I'll stop
sharing?
Yeah, I will be much easier onyou.

Speaker 2 (05:24):
Yes, yes, because I think we're going to be clicking
around quite a bit.
I'm just going to find where wewere just at.

Speaker 1 (05:31):
Okay, so there you go .

Speaker 2 (05:33):
All right.
So when I was at home and stoodsenior care, of course that's a
franchise, right, and you haveyour franchise, you know.
You know where you're able togo not able to go but we were a
new franchise and it was huge.
We covered this whole area downhere, from Tempe all the way
south to even Tucson.
When I started four months in,we were really only covering

(05:53):
Tempe and Mesa.
I was hired to do Gilbert andChandler and I took over, like
the southern part of Tempe, andso we did that because there was
a study done.
You know the owner, she was anaccountant and so she had done a
ton of research.
You know, is it time to do it?
Do we have the caregivers downthere?
All the things that you need tolook at.
Then I was in this area, theGilbert Chandler area for

(06:16):
probably six years and I feltpretty good about it.
We were doing really well and Ihad heard from people in
Chandler you need to ventureinto Sun Lakes.
I'm a native.
I've never even heard of SunLakes before.
So we did another kind of study, which I'm going to show you
that it was well worth to do it.
We did it and we just increasedby a lot because there are a

(06:37):
lot of seniors in Sun Lakes.
More recently, I was in anindependent home care company.
We covered the entire valleybut we were able to spread out
more into Sun City, which isover here, sun City West area.
We had never ventured overthere, but you really should do
some research prior to justthinking, oh, that looks good or
somebody told me that's good.

(06:57):
You should do some, you know,some research and kind of look
at income, look at age, look atsome demographics before taken
off into those other areas.
If you guys have any questionsat all, feel free to use the
chat, raise your hand, unmute,talk whatever you want to do.
Something else I've always usedand Lisa, you probably can

(07:19):
attest to this too is zip codes.
You've got to know your zipcodes.
Your scheduling team probablyknows your zip codes.
Your HR people probably knowthe zip codes.
Super important when I wasworking at home.
Instead, this was our Bible, Imean we.
This was the map we looked atfor everything.
And then when I started over atthe independent home care
company, no one was using thismap.

(07:40):
They didn't know about this map.
Right away I printed it andhung it up at everybody's desk
you.
It really helps you to visuallytake a look at the territory.
Where are your caregiversliving when?
Where are the seniors livingwhen?
Where is the stop gaps?
Scottsdale is hard to staffright, really hard to staff.
Lisa can probably attest tothat too, having lived here and

(08:01):
worked in this territory.
So caregivers don't live inScottsdale, they can't afford to
live in Scottsdale.
But I know they live in Mesa,tempe, and I can go look at the
income of Mesa and Tempe andkind of verify that.
How far are we talking?
What zip codes should I then bedoing my caregiver ads?
Will they drive to Scottsdale?
Is this too far?

(08:22):
There's a lot to look at, andlooking at an aerial view of
your area by zip code really canhelp you.
It can help you with yourcaregiver ads.
It can help you look for whereare the senior densely populated
areas as well.
And I mean I've gone so far inthe past to color code Seniors
are in blue, caregivers are ingreen, and just what does that

(08:45):
look like?
A lot can be figured out bydoing this.
So that's something to kind ofkeep in mind too.
So, doing the research, I founda couple of different places.
I've used a couple of differentthings through the year, so
we're going to go in and look atthe census.
You can sort this any way thatyou want.
I've got it sorted by person 65years and over.

(09:06):
Right now I'm just looking atage.
I just want to know what is theage in different cities.
You can look by state, county,city, town or zip code.
So it's great you can searchhowever you want.
I've got the United States.
17.3% of the people living inthe United States are 65.
And older.
We know that that's growing.
It's going to continue to growas the baby boomers continue to

(09:28):
age, so that's exciting for ourindustry.
I had typed in Mesa 16.5%.
Mesa has always been a prettygood city for us.
I was surprised to see thatthis was a little bit lower than
I expected.
Sunlakes is that area that webroke into 78.5% or senior, 65
or older.
So obviously that's as long asthe income is where you need it

(09:51):
to be.
This is excellent and I put inTempe because I was just curious
and exactly what I would haveexpected.
It's a very much youngerpopulation, but I left one out
because I wanted to show youwhen you do the search.
So Sun City West is an areathat we started breaking into at
the last company that I workedfor.
Let's see, why isn't it notcoming up there?

(10:14):
Hmm, okay, it's not going topull up.
I'm not sure why it's not doingthat.

Speaker 1 (10:29):
Maybe try just on sitting, I don't know.
Yeah, just on city, maybe it'llusually populate real quick
right here.

Speaker 2 (10:35):
I don't know why it's not.
That's great.

Speaker 1 (10:39):
It refresh.
Maybe you just need to refreshyour screen, yeah.

Speaker 2 (10:43):
Yeah, that's really strange.
Okay, well, I can tell you thatit is more.
More seniors live in Sun CityWest.

Speaker 3 (10:54):
Probably comparable to some lengths.
Maybe I needed to fill that out.

Speaker 2 (11:01):
I just don't understand why this isn't
working.
Let me just look at one morething here.
Maybe it's because I didn'thave, I don't know.
I did this a million times tomake sure it was going to work.
Of course it's not.
I'm 65 and older, let's see.
I do know that it's higher.
It's probably not going to workfor us, but it is higher than

(11:24):
Sun Lakes.
It's like 85%.

Speaker 4 (11:27):
So it's actually higher.

Speaker 2 (11:28):
So those are both two really good.
Looking at this.
I need to look at incomes.
But looking at this, sun CityWest would be sitting here and I
know it's like 85%.
Sun Lakes is 78.5.
So based on age alone, this islooking pretty good.
So if I go to the zip codeincome comparison, this is the
zip code for Sun City West andthis is zip code for Sun Lakes.

(11:49):
I want to compare the zip codesand you can do all demographic.
It's going to show you wherethe cities are and then you can
look at population size malesversus females in each zip code.
So again, this is Sun Lakes andthis is Sun City West.
But what I'm really interestedin is income.

(12:09):
So what this is saying here is9% of the people living in Sun
Lakes.
Their income is less than30,000 a year.
In Sun City West, 12% is less.
So I want to find the biggestpercentage.
Where is the biggest percentageof people for income?
In Sun Lakes, 35.77% of theirpeople have an income between 50

(12:34):
and 100,000 a year.
Remember seniors.
This is something important wehave to remember seniors homes
are usually paid off.
They don't usually have amortgage.
They don't usually have a carpayment.
They don't have children,usually living at home, and so a
lot of this becomes disposableincome.
In Sun City West, 43% of thepeople that live there, their
incomes between 50 and 100,000.

(12:54):
But if you look, go down onemore, 29% of the people in Sun
Lakes.
Their incomes between 100 and200,000 a year.
That's just amazing, and with alot of that being disposable
income.
So I would say, equally, thesewould be and I know because I
marketed to these areas and wedid very well in both Sun Lakes

(13:15):
and Sun City.
So that's what I would look atpopulation or age, and then I
would look at income.
There are other things on herethat you can also look at.
Language might be important inyour area, your neck of the
woods, but definitely income iswhere it needs to be.
I would say if most of themwere income under 30,000, if

(13:35):
this was 35% and 43, they maynot be a great place for private
pay business maybe Medicaid,but probably not private pay.
So this is looking really good.
According to this.
You know there are older peoplein Sun Lakes, but there's, or
in Sun City West, but there'smore money maybe in Sun Lakes.
But I think, equally, theywould definitely be worth

(13:57):
targeting.
The next thing I would look atwould be the sniffs and
hospitals in the area and we'velooked at this before.
Anyone who gets paid byMedicare is listed Medicaid and
Medicare is listed here.
So I'm just going to do the SunLakes zip code search here and
when you get in here, these I'vegot it.

(14:18):
I'm looking under nursing homes, but there's lots of different
things you can look at whileyou're in here.
But I'm going to look undernursing homes.
These are rehab nursing homes.
They have rehab and nursingboth, or they're just straight
rehab, one or the other.
And what I want to really lookfor here is what are they taking
Medicaid or are they takingMedicare or are they taking in

(14:39):
combination?
We know that if they are over80% Medicaid in that building,
it's probably not going to be agreat place for you to get
private pay clients.
You'll get some, but it'sprobably not a great place to go
.
So these buildings this is 4.5miles away from Sun Lakes, 4.7,
where we are it's very spreadout.

(15:02):
Where you are, you might theymight need to be a lot closer,
but people easily will go to asniff 10, 15 miles from their
home.
It happens all the time here.
I don't know.
You know everybody'sdemographics are different, so
that's what this mileage is.
So I know for a fact because wegot a lot of 24s from Well
Springs.
If I go into Well Springs, whatI'm looking for first and

(15:24):
foremost is what are they takingfor insurance?
They only take Medicare.
That is a gold mine.
That means that everybody therecan probably afford some sort
of private pay.
I also know this is a rehab.
That's all they do.
It's not.
There's no long term side, it'sstraight rehab.
There's only 32 beds butthey're straight Medicare.
So this is a gold mine.

(15:46):
If we go back to another one welook at, maybe Archstone up here
they are both Medicaid andMedicare Does not tell you what
percentage.
I wish that it did.
I wish it said.
You know 80% Medicaid, 20%, andit doesn't do that.
So how do you find that out?
You can go tour and talk andwork with the admissions person.

(16:09):
That's their salesperson.
Tell them I have lots ofclients that go to sniffs from
time to time.
I would love a tour.
The admissions person is goingto be more than happy to give
you a tour because they're thesalesperson.
It's their responsibility tokeep that building full the
census at 90 plus percent, sothey would love to tour you.
While they're touring you, youcan ask them what percent

(16:30):
Medicaid is this building?
And then they tell you and youknow if it's viable for you or
not.
This is about being effectiveand efficient.
Out there you don't want towaste your time in a building.
I've not seen yet a buildingthat's straight Medicaid.
It probably exists.
I'm sure that it does.
The other things you can see inhere are their health
inspections, staffing, qualitymeasures.

(16:51):
If they are at a one or twostar in staffing, this means
they're short staffed.
If you feel like staffing asniff, helping them staff,
sending your caregivers overthere to staff to be workers,
make sure you sign a non-competeand that they understand
they're your caregivers and thecaregivers understand they work
for you.
But if they're sitting at a oneor two staffing, it's a great
opportunity for you to go in andoffer to staff.

(17:14):
Don't tell them.
You looked at this, of course,but you know you have some
inside intelligence here.
You know that they'restruggling and staffing and that
your people can come in the waythat we did this in Arizona.
In some of these places youcan't be hands-on unless you
have certain certifications.
So we would bring food, wewould take them to dinner, we

(17:37):
would wheel them around and lettheir staff do all the hands-on
stuff, and then our people wouldbe filling in the gaps that
maybe were not hands-on, ifthat's a rule in your state.
So there's a lot of greatinformation here in this
Medicaregov and you have all thelinks.
You're going to get theseslides and you can go and look
at any one of these, and I wouldhighly recommend to do your

(17:58):
research before thinking aboutexpanding outside of where you
are.
You want to make sure that youcan handle that expansion and
that it's worth it.
To start with, right, we lookedat ages, we looked at income
and the SNFs around.
Does anybody have any questionsor any comments?
We're all good.

Speaker 3 (18:17):
Yeah, super informative.

Speaker 2 (18:21):
Great, okay, lisa, you're up.
She sent some info for you.

Speaker 3 (18:26):
Okay.
So, talking about doingresearch, so you really want to
make sure you've done all that.
So now you want to study yourcompetition in the area that
you're looking to expand to.
So what I would do is I wouldGoogle them and find out
anything I can about them.
I would look at their Facebook,their website, their reviews,
see what they've done good andwhat they've done not so well,

(18:47):
and use that to your advantage.
You can also ask questions.
I have several time walked intoa competitors and just started
a conversation asking questions.
Now, they're going to be alittle, you know, guarded on.
You know what they charge, butI mean, most of the people in
that area that you've alreadyspoke to probably have given you

(19:07):
a ballpark, you know.
But and if you don't want to dothat, you can also give a call
in star 67 and just askquestions and, you know, put on
your actors cap and be either apotential caregiver or an adult
child looking for care for yourparents.
So it's whatever you're mostmost comfortable with, and I
think that the person on theother end whether you walk in or

(19:28):
, you know, call them, it'sgoing to be.
It's really going to go howthey want it to go.
However, they feel about thatand you know you want to find
out what they're charging withtheir paying, what's their
caregiver to client ratio?
Struggles, successes and you'llfind that a lot of them are
pretty common, but you mightfind out something that you
didn't know too.
And then, of course, find outwhat they're not doing.

(19:51):
That can be where you reallyshine.
So you also want to talk to yourcurrent caregivers about your
plan to expand.
Be honest, especially with yourlead caregivers.
If you have them or you'retried and true group of
caregivers that you know thatwill run for you, you know get a
list of them and make sure thatthey'd be willing to travel to
help your company grow, and whatthat might look like as far as

(20:13):
an incentive or pay.
I actually did push into SunLakes and when I did, you know I
had to get several caregiversto agree just for a little while
while I built that caregiverbase, you know, and got people
that who were willing to traveland all of that, and had them

(20:34):
commit.
You know, please, you know,give me two weeks to a month and
I'll get you out of there, butin the meantime I will, you know
, compensate you this way withyour gas or whatever.
You know, whatever we put onthe table, we made sure that
could happen so that we couldexpand, knowing that in the you
know, in very near future,hiring new caregivers in that

(20:55):
area was going to be a thing.
And then next slide.
I love to fly in and it'sbothering me.
Talk to your current communitypartners and facilities about
your expansion and be honest, alot of these people already love
you.
Some of your favoritefacilities, your favorite people

(21:15):
, you're their favorite too,because you've rescued them.
And family members from youknow doom you were able to, you
know, with the 11th hour, comein, make things happen, get a
caregiver out and about to theirhome, you know, making sure
that they could get home safely.
So, you know, have those peoplethose, if they have sister,

(21:35):
sister companies or, like I saidhere, familial ties ask for
their blessing to give a goodword about what you're doing and
you're coming out to thatterritory and they should be
expecting good things from you.
And you know what I used to dois I would ask for, you know,
can you just introduce me reallyquickly with a text or an email
, and we would have, you know, agroup chat going and you know

(21:56):
it made all the differencebecause that person that they
trust is vouching for you andspeaking on what you can do and
what they've seen you do.
So don't be afraid to askanyone to reference you, so to
speak.
Give you a good reference.
That's a great idea.
I love that.
Yeah, I've got a question.

Speaker 5 (22:13):
And even the adult children too.

Speaker 3 (22:15):
You know they work, they're out there, you know they
talk to people, and so the morethe merrier.

Speaker 2 (22:21):
Yeah, okay.
So how do you break into a newsniff in a new area?
Maybe you haven't been into andwe've had?
Oh, valerie.

Speaker 1 (22:29):
I think somebody has a question, oh, okay.

Speaker 4 (22:33):
Yes, I'm just wondering if it's possible for
you to like send me a writtenthe webinar you're just giving
now, if you can, if there's away I can get it like a
narrative from, because Englishis not my first language, so I'm

(22:54):
not catching up at the rate atwhich you're going.
I don't know.
Maybe if you can slow down orif you can just give me a
written form at the end,something I can read so that
I'll be able to follow exactly.
I'm not following that verywell.

Speaker 1 (23:12):
Okay Z, everything is recorded and you will receive
the replay, so you can watch itas fast or slow as you want.

Speaker 4 (23:21):
Oh, okay, all right Now.
Is it the strategy for gettingnew clothes, that if you are
doing like staffing, is it thesame thing like staffing?
And if you're doing staffing oryou're trying to get some
clients, is it the same way likeif you're a staffing stroke

(23:45):
home care agency?
You're interested in bothstaffing and also home care.
Is it the same strategy orthere any difference?

Speaker 2 (23:56):
I'm not changing.
Oh, go ahead.
Go ahead, valerie, go ahead.
I would say it's a little bitdifferent, because if you're
wanting home care clients,you're going to talk to them
about discharging and you'regoing to talk to somebody
different.
You're going to talk to thosesocial workers as people
discharge you can also staff inthe same facility but then you

(24:17):
would be talking to the directorof nursing.
Usually in a SNF, the directorof nursing is going to be the
person that would probably referthose patients that either live
in the rehab or the skillednursing facility and they need
extra care or they just needbodies on the floor.
They just need some of yourcaregivers to be bodies on the
floor.

(24:37):
That's usually the executivedirector or the director of
nursing that you would talk toabout that, and for discharges
people going home it would bethe social worker case manager.
Okay, did I answer yourquestion?
All right?
Yeah, I see you nodding.
Okay, so we have had a wholepresentation on how to break
into SNFs.
We have a training programabout that.

(24:59):
So this is just a very broadoverview.
You can call ahead and find outthe name of the social workers.
You don't have to tell them whoyou are if you don't want to,
just so that you.
It's just better to walk in,knowing their name and asking to
speak to Susan or whoever it is.
You can stop and see them.
You're going to get stopped atthe gate, in the front the gate.

(25:20):
That gatekeeper is not going tojust let you walk on in and I
usually would say I haven't hada chance to explain our lead
caregiver program.
So this is the thing about homecare.
There's a lot of home careagencies.
You have to differentiateyourself.
What makes you different thanall the home care companies that
are coming in there?
How are you different?
You don't need to tell themabout home care.

(25:41):
They know what home care is,they know how home care works
and it's not enough to say, well, my caregivers really care
about the senior.
They're all saying that what isdifferent about you?
We had a lead caregiver programthat set us out and it also.
There's nothing better thanhaving something that
differentiates you and also putsa little bit of like a little

(26:02):
bit of doubt about yourcompetitors in their mind.
So the lead caregiver programwas set up in a way that when we
had a new job start or acaregiver called out, we had
what we called lead caregivers.
Lead caregivers were people wepaid a flat rate to maybe not a
flat rate.
We paid them 30 hours a week.
Whether they worked 30 hours aweek or not.

(26:24):
We paid them 20 hours a week or40 hours a week.
It was a set amount.
They got that pay whether theyworked or not, but they had to
be available to run.
If we had a Friday dischargeand it needed to start in an
hour, it was a lead caregiverwho went.
If we had a call out and weneeded somebody there right now,
it was a lead caregiver thatwent.

(26:45):
So you set up a time.
You're going to be available.
You have to be available to runFriday, 7am through Tuesday,
whatever those like maybe 7am to7pm, friday through Tuesday,
maybe that's.
Those are their hours,something like that.
And they have to be availableto just go.
And so when you tell a socialworker, when we have a call out,

(27:06):
that's who we send so ourclients don't go without care.
One, that makes you lookwonderful, you're a hero.
Two, they start thinking well,what are the competitors doing?
What do you mean?
People are going without care.
How does that happen?
You mean the seniors home aloneand there's nobody there, it
starts this thing in their mindlike, wow, that's, that's
terrifying.

(27:26):
They're thinking of theirseniors that have discharged
with no care.
So that was a really gooddifferentiator to have, because
I was able to set doubt in theminds of the social workers
about my competitors.
You can also tour withadmissions the salesperson at
the SNF.
You can set up a lunch andlearn.
If you call it a lunch andlearn, you wanna make sure they

(27:47):
are really learning somethingabout home care, not just about
your company.
So this is a handout I've usedfor years and years.
When you are at a senior centeror you are wanting to do a talk
and they're like, well, youcan't really sell, we can't have
you get up there and reallysell.
It happens a lot.
So this is great everywherereally, it's the questions to

(28:11):
ask a home care agency beforeyou hire them.
You put your logo up here, youput the name of your home care
company here and you put thequestions here and you guys all
have access to this of thethings that make you look good.
Okay, and so when they call ABCHome Care and they call another
home care, they're gonna putthat home care's name as many as

(28:32):
they call and then they'regoing to be able to compare
apples to apples.
So if you drug test, you wouldput yes.
If you don't drug test, don'tmake that a question.
Sex offender registry are youchecking that?
If you are, put yes.
If you're not, don't make it aquestion.
And so they're gonna see all ofyour yeses and then, when they
call your competitors, they'regonna see what their answers are

(28:53):
.
This helps them to compareapples to apples, but it's also
educating the social workers,the public, everybody, about the
questions you should be askinga home care company before you
hire them.
They don't understand whyhaving workman's comp is
important.
They just they don't understandthat, and so you're explaining

(29:15):
that to them.
They don't understand thedifference between a W2 employee
and a contractor using a 1099model.
They don't know to ask thatthemselves.
So I've had lots of socialworkers actually hand this out
to their patients as they'redischarging, so that they can
ask important questions.
And it has my logo, my phonenumber.
This is a great tool, though,when you do a lunch and learn,

(29:37):
because it looks like you'reeducating and you are but you're
also telling them how fabulousyour company is.
You're doing it.
It's two birds one stone, soyou will have access to this If
you decide to do a lunch andlearn.
To get the lunch and learn it'salways I haven't had a chance
to explain why.
My company's different.
We do things very differentlyand if you have to get into the

(29:59):
lead caregiver program orwhatever it is, with that front
gatekeeper, then do it.
That's fine.
But setting up a lunch andlearn is a really great idea If
they will let you do that.
Bring a little lunch, if youcan call it something else.
If you go in the morning it'sjust donuts, it's cheaper.
If you go three o'clock in theafternoon, it's cookies or
brownies or maybe some fruit,it's cheaper.

(30:21):
If you do a lunch and learn, youhave to bring some lunch and
think about everything Bringbottled water, bring napkins,
bring condiments.
I had a hire.
He was okay, but his firstlunch and learn.
He'd never done one and he'dbeen in the industry forever.
I just couldn't understand.
He did not have plates, he didnot have napkins, he did not

(30:41):
have silverware.
It was a disaster.
And he brought food that neededthose things and so they're
running all over the facilitylooking for stuff.
So you have to walk in there asif you're hosting this.
It's you.
They have nothing.
It's like a picnic.
You have to bring it all, somake sure that you keep that in
mind.
Lisa, did you have something toadd?
Vegetarian options yes, that'simportant too.

(31:05):
Vegetarian options, gluten-free, maybe?
Options?

Speaker 4 (31:08):
That's important.

Speaker 2 (31:09):
Yeah, you can try to set up a 15 to 20 minute meeting
.
Sometimes they will do that andeven with that, I'll bring some
kind of little something.
Usually maybe not food, maybeit's pens or post-its or
something like that.
And if you have a clientrehabbing in a sniff you've
never been in oh my gosh, you'vejust been handed a pot of gold

(31:31):
Get in there.
If they're in the hospital, getin there.
Go in there and see your client.
Bring them a plant, put yourlogo on the plant with a sticker
.
They need to see you in action.
It's a great way to meet peoplein a sniff in a hospital is to
go visit your clients.
You also need to tag the clientas your Follow them.

(31:51):
Follow them.
If they're in a hospital, goodchance.
They're gonna end up in rehabafter that.
You need to follow them becauseguess what?
The social worker's job is Tofind them home care.
When they discharge it, theydon't know they're your client,
they're gonna send them to someother home care company.
So one reason to go see them isto meet everybody who works in
the building.

(32:12):
Two is to make sure they stayyours.
I lost to 24 that way one timeThought I would die.
It was very painful.
Yeah, all right.
Whoops.
Senior community.
So Sun Lakes and Lisa mentionedbreaking into Sun Lakes too.
It is a very tight knitcommunity.
They even have this volunteerorganization called Neighbors

(32:35):
who Care, and it's a very tightknit community.
In that community I realizedvery soon we were gonna have to
have an office there, asatellite office, and a phone
number that looks local.
Like it's a Sun Lakes phonenumber because they would say to
me well, is your office here?
They wanted us to be a part ofthe community.
So we had to really to break inand it was worth it.

(32:56):
We had to get a local phonenumber.
It was just the prefix.
It had to have the eight.
I think it's 895 and 820.
It had to have one of thosephone numbers I still remember,
and we did have a satelliteoffice with our sign up there.
It was literally a tiny littleand we would interview
caregivers there and that kindof thing.
But they wanted us to be a partof the community and so that's

(33:17):
what it took and it was worth it.
Ask a lot of questionseverywhere you go to find out
how this community works.
Everything funneled throughNeighbors who Care, everything
in this community, and so I hadto get in good with Neighbors
who Care.
We even became board members ofNeighbors who Care.
For that reason, volunteer,host an event within the
community and tell everyone,create a flyer, get it on your

(33:40):
social media, invite everyone tocome and post it on your
website and get all the peoplethat you know to come to this
event and have people bringsomething for seniors when they
come.
Maybe it's Kleenex, maybe it's,I don't know.
To get in the door you need tobring something, and that way
you're also giving somethingback to the community.

(34:00):
They come and they get toparticipate, but they're also
bringing something little forthe community as well.
It can be hard to break intosome of these senior communities
, especially as big as Sunlakesand Sun City West.
But once you learn the ins andouts and get the local phone
number satellite office if youneed to, you may not need to go
to that extent, but wedefinitely had to to get to

(34:21):
break into there.
All right, and now Valerie isgoing to tell you how to grow or
move into other territories.
Expand your territory online.

Speaker 1 (34:32):
Sure, absolutely.
So.
We talked about SEO a whole lotlast week and so I would
encourage you to go back to thatNovember not last week,
november 3rd and watch thatvideo, because I talked, gave
case studies and did the wholething.
So the best way to getvisibility online so not
necessarily the in-person part,but the online part is to make

(34:56):
sure that you have search engineoptimization on your website
and you have pages or areasdedicated to the city, the town
that you really want to service.
If you do it correctly, you canget visibility in that town

(35:17):
with a little bit of work.
So it depends on where you'relocated.
So if you're in Manhattan, theability to have a page on your
website, that is, let's say, forWestchester, new York to have
that show up on the first pageof Google, yet you have no
presence there, you have nooffice there.

(35:38):
To get your website to show upfor Westchester, new York, which
is outside of Manhattan, isgoing to take a lot of work
because it's New York City,right.
But if you are in West Winamuckin Nevada and you have a
location there but you want toshow up in the next town over,
of course having a page on yourwebsite show up is going to be

(35:58):
much easier.
So it depends on where you'relocated, the competition but I
can say that with search engineoptimization for our clients,
they usually give us a range oftowns that they really want to
show up for, and when we createthose pages on their website and
we do it correctly and we do itthe way Google likes us to do

(36:20):
it, they do start showing up forthose towns.
Some of them we've had peoplefirst page of Google on a very
competitive market, three hoursfrom their office.
I don't know, don't ask me why.
So I don't want to show upthree hours away.
But they had a, I guess, asuite of caregivers in another

(36:42):
town that they wanted to getsome business for, you know, to
keep those folks busy, and theydid mostly live in that area,
and so we got them to page onefor live in home care and you
know.
So those kinds of things dowork.
If you want to inquire aboutsearch engine optimization, it
does take a lot of work and alot of time, but it's definitely
worth it.

(37:02):
You know, I think we have, Ithink, partique's on here today.
We have a client that servesthe entire state.
Hi Partique Hi so hisorganization serves an entire
state and so it's important tohim to show up in key towns
across the whole state.
And, as you can imagine,nebraska is a big state, but

(37:25):
it's also not Manhattan, so it'sa little bit easier to get care
tech to show up in those othertowns than it might be for
someone who's in NorthernVirginia or South Florida or
California, where we have lotsof competition.
So, anyway, so it is a longgame strategy, though this
doesn't happen overnight and itdoesn't always stick.

(37:47):
Sometimes it'll stick once youdo all the work and you leave it
.
It'll stay like that for awhile.
But as soon as your competitioncomes along and tries to outdo
you in that town, if you're notpaying attention or not adding
pages to your website specificto that town, at some point
it'll dry up a little bit andyou'll have to do some more work
.
So it is a long game andespecially for those highly

(38:10):
competitive towns, you need togive it at least six months for
super competitive markets.
That's it.
But that's how you expandonline.
Love it.

Speaker 2 (38:20):
All right, Lisa, you're up.

Speaker 3 (38:22):
Oh, I was gonna say I do love it too.
I see the results, I know, evenjust a few months sometimes,
and it gets me happy, it's crazyhow you're like yes, running
those numbers and seeing someonego from no visibility to page
one for like nine differentkeyword phrases, that's crazy.

Speaker 4 (38:41):
So it's really nice.

Speaker 1 (38:42):
It's a really nice feeling and to share that is
really nice as well.
Totally totally.

Speaker 3 (38:48):
I get excited every time, no matter who it is.
Yeah, All right.
So December fun.
So we're coming up on the wirehere for December.
But, you know, coordinate witha few communities now.
You still have some time, Ifeel like, Maybe not to bake a
whole bunch yourself, but go outand get some cookies and see if
you can do a cookie decoratingwith folks that live there and

(39:11):
the staff and just make it agood time and just get out there
and show them what you're madeof and hopefully get you some
referrals to.
You know, cook your recipes.
We have here for you guys, forany of those of you who want to
bake and make them from scratch.
We have sugar, we have gingerbread and we even have how to
make the icing if that'ssomething that you wanted to do.

(39:32):
But if not, you can go buythose things too at any store.
And a very helpful hint orhelpful tip that I know Don
Fiala used to do quite often shewould go to the bakers
themselves within that you know,your local bakery in your
grocery store and talk to themabout what she was doing.
She was going out to, you know,make some some old folks happy

(39:54):
and decorate some cookies andthey sometimes would donate
those.
And if they can't do that, thenof course you can get the
prepackage or you can let themknow, maybe a week or two in
advance, or ask them how muchadvance they need, and you can
get all these things and go andtake them to a facility or
community and do that with theresidents.

(40:14):
So I thought this really kind ofwent hand in hand.
You're one smart cookie.
Thank you for choosing us toget patients safely home for the
holidays.
I mean, that's what it's allabout.
The holidays.
People want to get home withtheir families, their loved ones
, and this is just a reminderthat you can do that.
Your caregivers will help withthat transition.
And we thought about you knowattaching this and this.

(40:36):
Maybe not for everybody andmaybe you could do this, for you
know a couple of differentclients or or referral sources
that you have, maybe the higherend, but you know these mason
jars and you fill.
You fill them up, basicallylike deconstructed cookies.
You fill them up with one ofthese and you can.
Even I saw at the Dollar Treethe other day there was these

(40:57):
little vintage lights.
You know a little ornamentsthat are.
They're empty, and so if youfilled those with sprinkles and
wrapped it around the masonmason jar, I think that would
look super cute.

Speaker 2 (41:05):
That would be really cute.
Yeah, and we measured this too,right, lisa?
This is six ounces somethingand these are eight ounce jars.
You could put the cookie doughin and then put the sprinklers.
There's two ounces there.
You could put sprinkles righton top in the jar too, so up to
that would be.

Speaker 3 (41:22):
I think that would be super cute to you and that will
make for cookies that alreadyhave the sprinkles inside it,
and so that could be reallysurprised when you bite into the
cookie.

Speaker 2 (41:30):
And then you tie your little finger, stick it right
on.

Speaker 3 (41:33):
here too, I think there's a couple of yeah, and
there's a couple of littlecookie cutters.
Here too, that little bell inthe middle is a cookie cutter
and just decorating them andmaking them really pretty and
stand out, showing, showing thatyou love your peeps.
Also, I put a link for somepiping bags in case you did want
to do this yourself.
Food coloring, in case you didtoo, but you can find it at your

(41:54):
local grocery store as well.
Cookie cutters again, to attach, you know, with some ribbon, to
the mason jars or anything.
Really a bag that you're takingout with some collateral and
just some gifting that you'redoing for the holidays.
And don't forget to include acandy cane.
I always tried to make sure Ipopped a candy cane on
everything.

Speaker 2 (42:12):
They're so inexpensive Really.
I mean, it could be a handout.
You know, I would just hand outcandy canes by themselves.
Sometimes too, it's a veryinexpensive, easy thing to carry
around in your car too.

Speaker 3 (42:25):
Everybody loves a candy cane.
And then I thought to because Iwas I was seeing people sending
us photos of what they're doingout in the community and making
these baskets and all thesebeautiful things.
So I thought, gosh, you knowthis would be really cute to tie
in with cookies and holidaysand home for the holidays.
And so you know there's somelinks here for you to go in and

(42:48):
get a little home for theholiday stuff cookies, little
spatulas and things.
All right, this is Don Fiala'sfavorite and she says she gets
lots of referral sources withthis one.
So I think this is cute.
And I was thinking too that youknow for those, any extras that
you have for this, you know forthose caregivers that you know
they're going in the home withtheir person, you know we could

(43:09):
take them to them too and or goin color with them in the home.
And so this is really coolbecause you you know you get,
you get with the schoolbeforehand and you let them know
what you're doing and what thisis all about and you bring
enough of copies of these to forall of the, all of the kids to
be able to color as many as theytheir hearts desire and they

(43:32):
leave a cute little message forthat person in the SNF or
facility that you're going to gosee.
And you know, these these willget used as like a place map for
holiday dinners and just youknow, I know that people will
keep these for years and years.
They'll keep them on theirfridge.
You know, they may even bringthem out every single holiday

(43:52):
season just because they're apart of the decor now.
So these are really really cute.
A lot of community outreachhere and a lot of community
involvement.

Speaker 2 (44:02):
It really makes you look very involved in the
community because you're takingcoloring photos from children to
the seniors.
It's full circle.

Speaker 3 (44:12):
Yeah, very intergenerational.
I think it's super, super cute,anything you bring.
I don't know if you could bringa kid with you, but that'd be
cute too.
Maybe your kid or your own kid.
Yeah, don't still like it.
All right, january, leavebehind.
So let us help you bring in thenew year with less readmissions
.
Readmissions are a big no, no,especially during a certain

(44:34):
timeframe, and some hospitalswill.
I think they maybe they all getyou know dinged and so you
knowing that is it is definitelya leg up there and I think that
that's impressive, that youwould know that when you're
going out and about and takingthese to the social workers and
discharge planners and all ofthose folks.
Then we had some new yearglasses.

(44:55):
I think these are the.
Are these the really good ones?
You know these were thecardboard ones right.
I think these are the cardboardones.

Speaker 2 (45:01):
Yeah, these are the more expensive.
They're a little more expensive.
So, yeah, there's cardboard orplastic.

Speaker 3 (45:07):
Right, and these are just so cute because I can see
and I've seen.
I've seen people running aroundwith their holiday garb on and
you know their their uglysweaters and their new year
stuff, boas and everything.
So it just makes it a really funtime and they should be having
fun.
They're dealing with, you know,seniors and people that need
their help, so I think itdefinitely shines a light.

(45:29):
And then here's here's to apoppin new year, so happy to be
popping into the new yeartogether, which only naturally,
popcorn, little bags of popcorn,and you can attach your message
here and take that in for your,your weekly visit to your
referral sources.
And here's some links andthings so you can get in there

(45:53):
In order of those things.
If you need January, anotherJanuary.
Leave behind eye cares, keepyour vision.
I know that it is the glaucomaawareness month, which I don't
feel like a lot of people talkabout, but I think it's super
important because we like to see, and you want people to know
that your caregivers are trainedand understand the safety risk

(46:15):
of eyesight loss and that yourcaregivers are going to help
patients navigate home safely.
Less falls, no falls, all ofthose things.
You want them to know thatthey're safe with you and that
you understand the challenges.
And here are just a couple ofthings that related to eyes
masks, to blackouts so you cansleep.

(46:36):
Little messages here.
I thought this would be reallycute for referral sources when
they go and look at theirbracelet.
So step away from your computer, because you really do need to
protect your eyes.
I have special glasses that Iwear every once in a while just
to keep my eyes from hurtingfrom all that blue light.
Another good one eat well, feelwell.

(46:58):
If you eat well, you're goingto feel well, and so many times
I've had families ask if wecould do meal prepping and how
we helped with keeping thatperson on that same diet plan
that they were when theydischarged, and so it's a great
way to let your social workersknow that, yes, we do that too.

(47:18):
We're going to adhere to theguidelines of their new diet and
we're going to even moreimportantly, we can help them
with meal prep and we can helpthem get out and touch and feel
the vegetables and go pick theirown, and so it's a very
important piece to living.
A lot of our lives are revolveron food, and this was just kind

(47:40):
of to.
I always took cuties out topeople and sometimes I would
just take the bag and attachsome to it and be like here I
just want to vitamin C, you staywell this season, or something
like that, and so I think thatthat just ties into eat well and
just making sure that peopleare eating healthy.
Excuse me, I'm going to coughJust got over the flu.

(48:05):
So, february, I feel like it'sall about heart health and
healthy heart tips.
And so here's just another one,and you're talking about what
you can do for your socialworkers, those patients that are
going home, and how you canhelp them stay heart healthy at
home.
Help relieve stress A caregiverin place can help relieve
stress.
They can help prep healthymeals again, help you get

(48:29):
regular physical activity and itdoesn't have to be anything
crazy Maintain a healthy weightwith that activity.
Get healthy sleep time Superimportant and even help them
either with their self-checks ortaking them in the
transportation to a checkup.
So these leave-behinds arereally cute.

(48:50):
Love this.
Yeah, the colors are great.
And then caregiving is a workof heart.
I mean you don't do it If youdon't love it, you don't do it
right.
So I just thought this was areally cute leave-behind Just to
, again, you're just plantingthat seed that our caregivers
are devoted to your patient'shappiness, keeping them safe at

(49:13):
home, companionship I meansometimes your caregiver is the
only person that is seeing thatperson for months and months,
and months, and so it's superimportant that they know that
it's a heart job and that we'rein it for that reason Don't
stress, we're all heart Justanother play on caregiving and

(49:35):
how we love to love, and we loveto love on the clients and
letting the social workers knowthat that's what we're in it for
and they're heart.
People Celebrate Black History,and also I wanted to tie in
Heart Month because and righthere it says Otis Bocklin's
invention, a patent that heactually helped redesign, a

(49:58):
pacemaker resistor, and so Ithought that this was something
that we could really learn fromand spread the good news.
And also Dr Daniel HillWilliams, one of the first
physicians to perform open heartsurgery successfully, paving
the way for countless futuresurgeons.
So I want to recognize thesethings as well.
That's great.
And then we have our littlegiveaways.

(50:22):
I just thought heart stress,ball hearts, key chain hearts,
and just go out and love on allyour referral sources and put
them on the chart there for them.
Ooh, check this out.
So these are photos from isthis me still?
Or Love all of this?

Speaker 2 (50:39):
I know.

Speaker 3 (50:41):
I'm digging this pumpkin here with the body.

Speaker 2 (50:44):
I know, this is so cool.

Speaker 3 (50:47):
Yep, all right.
So these are some of theresults and some of the photos
from the pumpkin decoratingcontest from Care with Love, and
I just think these areabsolutely adorbs, and
especially for the people whomight have been interested in
the pumpkin and the pumpkin andactually the pumpkin.
I'm pretty sure they're all out, they're all out, I love them,

(51:09):
they're so cute, I love them.
They're sonic, the hedgehog, Imean there's a bunch, they're
great.
Also, we have a caring touchhomecare.
They actually did somethingreally similar and their first
place winner was I think it wasthe little cat there, just right
and the eyes just right, and Ijust thought that was really

(51:31):
cute and she actually won aneight hour shift, so, oh, great.

Speaker 2 (51:37):
That's great.

Speaker 3 (51:39):
Trick or treat.
Here's something sweet, verycute, from Care with Love.
Again, they're just out in thecommunity doing all that they
can to get to get in where theyfit in.
I love these.
This was a National CaseManagement Week, october 8th to
14th, and it looks like yourheart shows.

(51:59):
I love that.
I can see your heart.
That's really cute.
It looks like they had a littlegiveaway that they brought in
as well.
And then National Apple MonthVery cute, again with Care with
Love.
Very nice, we didn't make thatone, we didn't make that one.

Speaker 2 (52:14):
Love it, love it, love it Don't be a turkey.

Speaker 3 (52:18):
This is one of my old time phase, because turkey
butts, I just think it's reallycute.

Speaker 2 (52:22):
Yeah on their little backside, their little tushy, is
their logo.
I know you can't really see itwell here, but you can have
these printed, for it's probablylate now, but this turned out
so great.

Speaker 3 (52:34):
And these are cute because people will bring these.
Like you said, they'll bringthese out everything's giving.
This is part of the decor atthis point and you know it's
really cute.
We just asked.

Speaker 2 (52:45):
James asked if we could give some ideas for March
and leave behind.
Yes, we will be doing Marchnext time.
Yeah, yeah, so is that all Iknow?

Speaker 3 (52:56):
I know it's spinal cord injury month.
I know that there's also StPaddy's Day for March, march.

Speaker 2 (53:03):
Madness.
Social Work Month is a very bigone for the SNF, so we will.
We will definitely be doingMarch next next time.
I'm curious I don't know ifRebecca's here if she's been
handing these out how it's going.
Maybe she said in the email Imissed the email, I was on
vacation, but are you here,rebecca?

Speaker 3 (53:23):
She's logged in.

Speaker 2 (53:25):
Maybe she's muted.

Speaker 3 (53:31):
I also wanted to say whoever took out those the
Thanksgiving poster, coloringbook posters I really, really
want to see photos of how muchgot colored and I want to see
all the staff of the facility orhospital.
I really hope that you can getsome good photos.
I can't wait to see those.

Speaker 2 (53:48):
And I think Rebecca was getting ready to say
something.
I would love to see thoseposters too.
Go ahead, rebecca.

Speaker 5 (53:55):
Hey, no, I'm just.
It's going really well.
The turkeys was great.
We wanted to do it last yearbut didn't have enough time to
order them and get our logoprinted.
So even our branches have allimplemented it, which normally
is a little bit harder for themto implement things as they're
smaller and less people.

(54:16):
You know they're newer than ourmain, our main office, so they
all have implemented it.
They all have some pictures thesocial workers, the case
managers.
Everyone is loving it.
I think it's really so, andit's just like a little turkey.
It's just so fun.

Speaker 2 (54:33):
I know it really is, and you're going to see that
next year they're just going toget them out and they'll be on
the desk and you'll walk in andsee them everywhere.
It's just wonderful and yourlogo's there, so it keeps you in
in front of mind every year,over and over again.
So great job.
These are all just beautiful,everything.

Speaker 5 (54:51):
Thank you for the idea and I was going to say the
apple month idea.
Last year you had an idea forapple month, so we did it again
this year because people reallyliked it, especially those,
those accounts that they don'twant to do all the candy because
they get so much candy forHalloween, so it's just like a
nice alternative to give themsomething healthier.

(55:14):
So, yeah, very, but it was.
It was your idea last year, sookay, okay, oh well, good,
that's great.

Speaker 2 (55:24):
Well, thank you so much for that.
So our next mastermind isFriday, december 15th, but
before then we will be doing thebig end of your webinar,
wednesday, november 29th, and Iknow there's been emails going
out, right, valerie?
I think everybody's probablygotten one, two emails.
There'll be more still,probably.

Speaker 1 (55:44):
Yes yes, I'll send out a couple of more as we get a
little bit closer, okay, and?

Speaker 2 (55:49):
remember, seats are limited, so you want to.
You want to get your seat aheadof time.
Thank you so much.
Everybody, have a great weekend.

Speaker 1 (55:58):
Thank you guys bye thanks giving us.
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