May 30, 2025 • 23 mins
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Pricing services correctly is crucial for thriving in the senior care business, especially for newcomers to the aging in place industry. Esther Kane shares her expertise on developing fair, competitive pricing strategies while creating unique value propositions that differentiate your business.
• Understanding cost components: direct costs, labor rates, overhead expenses, and profit margin
• Using BLS.gov/ocs, state economic opportunity departments, and sites like PayScale to research competitive hourly rates
• Developing a unique value proposition that focuses on solving specific problems rather than generic services
• Creating specialized packages for specific conditions like dementia care, stroke recovery, or wheelchair accessibility
• Leveraging digital tools like Dwell Safe and Silver Spaces for home assessments
• Utilizing video marketing to demonstrate solutions and build trust with potential clients
• Remembering that clients typically need at least seven interactions before purchasing services
More information on this PDF
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Hello everyone, how are you?
This is Esther Kane with Agingin Place Directory.
Welcome to the Aging in PlaceDirectory podcast.
I am if you haven't beenlistening, this is your first
podcast.
I am a retired occupationaltherapist, a certified Aging in
Place specialist and an internetmarketer all rolled into one,
(00:28):
and an internet marketer allrolled into one.
And today we're going to bediving into a topic at the heart
of every thriving senior carebusiness, at least if you're
starting off.
It's a question that I get mostoften in emails and forums,
linkedin and YouTube.
It's how to set fair andcompetitive pricing for your
services.
If you're just starting out,it's a difficult concept, but
(00:52):
there's a few factors toconsider and I'm going to go
over them in this podcast.
The very first thing that Iwant to say and I don't like a
lot of fluff, so I do get intoit, but I do want to say before
I get into it is you know, ifyou like this podcast, please
(01:15):
subscribe and follow us.
Give us your comments, you know.
Let me know exactly what it isthat you need to hear from this
podcast.
The whole purpose of the podcastis to help you build your
business as an aging in placeprofessional, all right.
So the very first step intrying to comprehend about
(01:37):
pricing your services is tounderstand all the cost
components that go into it.
And I'm talking about thingslike a direct cost, like
material, all right.
So that could be anything fromsoftware you know accounting.
It could be services thatyou're using, maybe writers,
(02:01):
accountants, attorneys, you knowmarketing companies anything at
all that you're using.
That's a direct cost.
So that goes into your plan forwhat you're going to price.
The next are your, obviously,your labor costs.
You know what is your hourlyrate rate and I'm going to talk
(02:23):
a little bit later on how todetermine that.
How do you find that outoverhead?
You know your office, your homebased office.
You know your insurance, yourmarketing.
You know what you're paying formarketing, continuing education
, website hosting.
You know if you go to seminars,webinars, anything like that.
(02:48):
Those are your overhead costs,expenses.
And then the important thing isis your profit margin?
You know what are you going tomark up your service for it?
20 percent, 30 percent over thetotal costs of what you're
spending out.
So let's talk about how todetermine you know what your
(03:15):
hourly rate could be.
The very first thing is you cango to sites like BLSgov, slash,
ocs.
Now I'm going to have all thisinformation on the uh notes for
the podcast and also on thedescription uh information for
(03:37):
on the youtube.
But you want to look up youroccupational classification, you
know, is it a noti, is it aninterior designer, a
construction, you know, bill,whatever?
You want to look that up andthen you can filter it by city
and state to see a medium andpercentile wages for what your
(03:58):
competitors are earning.
You also want to go toDepartment of Economic
Opportunity for your particularstate and they usually publish
regional wage data for commontrades and services.
Now I will say you probablyaren't going to find aging in
(04:19):
place professional in there.
It's not yet as common asinterior designer or
occupational therapist, but youcan take a look at what those
people are getting and thatgives you at least an idea of
where to start.
You also want to look atwebsites like pay scale calm and
(04:43):
glass door calm and then searchby job title, by city, by state
.
You can even search by services, I believe, and then look at
the, look at the 25th to 75thpercentile of what these people
are charging to give you an idea, a range of what you can charge
(05:03):
on an hourly basis.
Then also, if you have anational association For aging
in place professionals, it wouldprobably be the National
Association of Home Builders,nahb.
For occupational therapists, itwould be AOTA, the American OT
(05:24):
Association.
For CAPS associations, thereare several services, several
companies that provide degreecertifications for aging
employees assessments.
Look at those, look to see whatprices are, and then you can
also go on Facebook forums,linkedin forums, groups, things
(05:47):
like that, and ask about therates.
You could probably also findthe same information on reddit
and quora.
And don't forget to use ai.
You know perplexity deep seek,grok, chat, gpt.
Use those to see if they canresearch any of these for you.
Don't necessarily these dayshave to go to each individual
(06:13):
one.
A lot of these AI programs cando the research for you.
You also want to look at, or youcan look at, things like
thumbtack, angie or Angie's listhome advisor, to see what
they're, what they may becharging if they're posting it,
and those are the types ofplaces that you can go to find
(06:37):
what you can charge on an hourlyrate.
What are the people charging?
You don't have to reinvent thewheel.
You just have to see what yourcompetitors are doing and then
try to be competitive with.
That Doesn't mean you have togo below what they're going.
You know they're charging.
It just means you need to becompetitive with what they're
(06:57):
charging.
In other words, if they're theaverage cost is thirty dollars
an hour, you don't want tocharge sixty dollars an hour,
you want to charge thirtydollars an hour and be
competitive with them.
Of course, if you're offeringmore than what they're offering,
then of course you can considercharging more.
(07:17):
But anyway, that's how you canlook at how to consider what
your hourly rate would be.
So, on top of the direct costswhich you can easily get by just
seeing what you're beingcharged for services, software,
that kind of thing and then youcan add your hourly rate, what
(07:39):
you're going to charge, and thatgives you ideas of, and then of
course, your overhead costs,and that gives you an idea of
what you should be charging foryour services.
You absolutely want to researchyour local market rates.
You want to browse competitors'websites.
(07:59):
You can even go on there andask for quotes.
You know, act as a client, findout what are they giving you.
And also, when you join theirnewsletters, when you do ask for
quotes, you'll then have anidea of one how quickly they
respond.
You then have an idea of onehow quickly they respond.
You might have an idea up whatprograms they're using to
(08:21):
respond I'm and then you alsoget an idea of what their quotes
look like, you know.
Do they have it in a nice excuseme formatted template?
I am.
Is it just an email?
Sorry, is it just an email?
Sorry, is it something you know?
Very generic.
Is it tailored to you?
(08:42):
You know what is it.
How are they creating theirquote and can you make it better
?
Can you make your quote lookbetter, act better?
Can you offer more than justmaybe a newsletter?
You know what?
What can you offer that mayoutrank your competitor?
The next thing that you want todo that a lot of small
(09:06):
businesses don't do.
I have been doing internetmarketing for 26 years.
I just now closed my internetmarketing company after 26 years
to focus more on Aging in Placeand the Aging in Place
directory.
But one of the things that Ilearned in all those years and
working with small businesses isthat a lot of businesses did
(09:30):
not take the time to figure outwhat their unique value
proposition is.
This is often, you know,mentioned as a UVP, your unique
value proposition.
What is it?
What do you have that the otherpeople do not have?
Obviously, you probably haveexpertise.
(09:50):
Okay, they may too.
You have experience.
They may, too.
You have specialized training.
A few of them may have that aswell.
You may offer a full servicepackage.
Not all offer full servicepackages, so you may want to add
(10:12):
that into your repertoire ofservices and products.
Proven results.
You know what are your casestudies.
How do your case studiesCompare to their case studies?
Maybe you don't even have anycase studies yet.
I can certainly see that that'swhere you want to begin maybe
doing some pro bono work or somekind of work for friends,
(10:36):
family, whatever to startgetting those case studies,
because it's very, veryimportant to have some trust
build up, some trust from yourcustomers or potential customers
.
So think about that when you'restarting your business.
Anything that they, that yourcompetitors, may not be offering
(11:01):
, consider offering.
When I'm talking about I'mtalking about this for aging in
place professionals.
What I'm talking about arethings like, maybe a package for
homeowners who are dealing withcaring for someone with
dementia, packages forhomeowners who are dealing with
someone who's had a stroke,packages for homeowners who have
(11:24):
someone in a wheelchair, thingslike that.
When you're focusing it on theproblem and you're helping the
homeowner to solve the problem,then that makes you a little
different than others who aremaybe just promoting a
wheelchair ramp or widerdoorways or non-slip flooring.
(11:47):
People aren't necessarilythinking about that, or they're
not thinking that they need that.
What the homeowner knows isthat they're caring for someone
with dementia or living withsomeone with dementia, or their
mother, father, brother, sister,wife, husband has just had a
stroke.
What do I do?
(12:07):
You know they're focusing onthat, on what they have been
presented with and what they'reliving with.
So maybe focusing your packageson that can differentiate you
from your competitors.
The next thing you want toconsider is using.
These days, we're so fortunateto use interactive digital tools
(12:30):
.
There are companies out therelike dwell safe.
There's also others like silverspaces, whole modification
assessments.
You know these are digitalprograms that can help to assess
the environment for what isneeded in order to make the home
(12:50):
safer.
You can, you know, speak tothese companies about adding
your logo or your you know yourbrand to them.
You know that may be somethingthat's viable.
I don't know.
I don't know, but I know thatthere's a lot of companies now
coming out with apps like these,companies that offer that make
(13:13):
the entire process a little moreautomated, a little easier to
use instead of just the paper.
You know the old-fashioned waywith paper and binders and
pamphlets.
And then you also want to usethe interactive digital tools
for email marketing, for socialmedia marketing.
These are all types of tools.
(13:35):
You know the quizzes andsurveys of your clients or
potential clients.
All of these can be automated,especially nowadays with the AI
tools, and it's really quiteamazing If you're not sure how
to use any of the tools you know.
Becoming a member of the Agingin Place directory, we have a
(13:57):
weekly webinar.
I offer a weekly webinar onmarketing.
I just did one all aboutprompting, how to create prompts
.
I gave a whole slew, a wholepamphlet of prompts that you can
use to create prompts.
I gave a whole slew, a wholepamphlet of prompts that you can
use to create all kinds ofthings, content to help you with
your marketing.
But we have weekly webinars andthen once a month we do or I do
(14:22):
actually a two-hour zoom livezoom call to answer any
questions about the webinars,about marketing, any way that I
can help you to build your Agingin Place business.
So consider all of those.
Yeah, I mean, consider joiningthe Aging in Place directory.
(14:43):
It's completely free for yourfirst 365 days.
Free for your first 365 days,it's absolutely worth it.
You would normally I'm notlying when I say you would
normally pay a few thousanddollars for the kind of training
you get in as being a member ofthe directory.
Okay, the other thing I want tomention is video.
(15:05):
Video is so extremely importantthese days and that's why I'm
posting, I post these podcastson YouTube, any type of video
that you can get.
Youtube, of course, is thethird most used search engine on
the planet.
Used to be the second, but Ibelieve now Instagram has taken
over as number two.
(15:26):
Google, of course, is stillnumber one, but anyway, video is
extremely important.
It doesn't matter if it's atwo-minute video or a 30-second
video that you make a reel outof and put on Instagram.
It doesn't matter.
Videos are meant to, you know,solve a problem, showcase a
service, anything like that.
(15:48):
But I think, for my personalopinion, is that for aging in
place professionals, I think themore that you can solve a
problem of a potential client,the better you're off.
So try to aim your videostowards that.
It could be demonstrative, youknow.
Maybe you're showing howgetting in and out of a bathtub
(16:12):
with a specific adaptiveequipment well, you know how
that works.
Or how a wheelchair can easilyget stuck on.
Draw on a doorway that is toosmall.
You know anything.
Or it could be just informative.
Maybe you're talking a littlebit about how to calm someone
down with dementia.
(16:32):
Or maybe you're talking abouthow important it is to use, you
know, a security device in yourhome or an Alexa device maybe
you know, as a security alert,anything.
Whatever it all mix them up.
The important thing is toaddress the needs of your
clients and potential clients.
The more they see you as theperson or company with the
(16:56):
answers, the more likely theyare to end up buying from you.
And please remember that ittakes an average, just an
average of people to see and orhear from you seven times, at
least seven times.
Personally, I think these daysit's a little bit more so.
If you're sending out emails,you're doing videos.
(17:17):
Don't expect people to buy fromyou from the very get-go.
It takes time.
Just keep doing it.
Persistence is definitely,definitely the key.
You can even do videos.
As far as stories, you know,tell the story behind a person,
a client, anything at all andstories carry a lot of weight
(17:41):
with people because they canrelate to them.
And another thing that you canalso do is a behind the scenes
kind of podcast or videoanything at all to show.
These are the kinds of problemsthat you're dealing with here.
You have a, maybe a family whois urging their senior loved one
to do some aging in placemodifications, but you're
(18:04):
getting pushback.
You know, no, they don't wantto do it because they don't want
to make changes to their home.
No, they don't want to do itbecause they don't think they
really need it.
You know how do you deal withthat, how can you have a
conversation with them, andbasically, what you're doing is
you're helping people tounderstand why your services are
(18:25):
so important, and so that'sjust another idea that you can
do.
All right.
So you want to again, just toreiterate, you want to look at
your direct costs.
What do things cost you, yourand that could be everything
from software to classes,education, everything.
(18:45):
You know what are youroverheads, your insurance, your
rental for your room, youroffice, you know furniture,
equipment, anything at all, andwhat are your hourly rates and
you put all of those togetherand that is how you can come up
with a pricing package.
(19:06):
Obviously, you want, if you endup, if the dollar amount that
you end up with, everything thatyou are spending, is so much
more than what your competitorsare offering as far as their
rates, then you have to figureout okay, then I'm spending too
much.
I'm spending too much for thisaccounting software.
(19:28):
I need to find something thatcosts less.
I'm spending too much for mylegal services.
I need to find a way todecrease those costs.
I'm spending too much on rent.
Maybe I, you know, move into ahome office.
You know, the idea of knowingthese prices also gives you an
(19:49):
idea of that.
Your competitors are maybeusing programs, software,
services that are less costly tothem than they are to you.
Of course, if they are a verylarge company, they have a lot
of clients.
Then that could help to reducetheir price overall cost as well
(20:09):
.
But you're just starting off,so you want to try to look at
other similar businesses as well, and one way you can do that is
if they have a website, andhopefully they do.
They actually most everybusiness should.
These days.
You can go to who is calm andyou can type in their domain
(20:32):
name and you can see when theyregister that domain name and
that'll give you an idea of whenthey started their business.
If the domain name is 10, 15,20 years old, then you may have
an and you're like well, thisperson has been around a very
long time, unless, of course,they purchased an existing
domain name.
(20:52):
That's a whole other story, butit's just a free way to get an
idea, hopefully, of when theystarted their business, and that
may help you as well.
All right, so I hope that thisinformation was helpful.
There's going to be much more ina PDF that I'm going to attach
(21:15):
to the notes here for thepodcast and to the YouTube
channel.
I know that for me, when Ilisten to YouTube channels or
podcasts that are pretty muchmore than 20 minutes long, I
tend to wander off, so I amtrying hard to keep this slow,
but I will have a PDF that youcan download for even more
(21:37):
information.
Again, give us your comments.
Click on the like button.
We appreciate each and everyone of our listeners, you know.
Subscribe to our channel, be itpodcast, be it YouTube, and
look at theaginginplacedirectorycom.
Join it.
You get a lot for theinformation you put in.
(22:00):
Not only are you in thedirectory, but you get marketing
training as well and monthlyZoom calls, which the purpose of
that is really to try to bringpeople together to work with
each other, to help each otherin building their businesses
across the country and Canada.
All right, I am going to closedown this podcast and I will see
(22:24):
you next time.
Thanks for listening.
Hello everyone, how are you?
This is Esther Kane with Agingin Place Directory.
Welcome to the Aging in PlaceDirectory podcast.
I am if you haven't beenlistening, this is your first
podcast.
I am a retired occupationaltherapist, a certified Aging in
Place specialist and an internetmarketer all rolled into one,
(00:28):
and an internet marketer allrolled into one.
And today we're going to bediving into a topic at the heart
of every thriving senior carebusiness, at least if you're
starting off.
It's a question that I get mostoften in emails and forums,
linkedin and YouTube.
It's how to set fair andcompetitive pricing for your
services.
If you're just starting out,it's a difficult concept, but
(00:52):
there's a few factors toconsider and I'm going to go
over them in this podcast.
The very first thing that Iwant to say and I don't like a
lot of fluff, so I do get intoit, but I do want to say before
I get into it is you know, ifyou like this podcast, please
(01:15):
subscribe and follow us.
Give us your comments, you know.
Let me know exactly what it isthat you need to hear from this
podcast.
The whole purpose of the podcastis to help you build your
business as an aging in placeprofessional, all right.
So the very first step intrying to comprehend about
(01:37):
pricing your services is tounderstand all the cost
components that go into it.
And I'm talking about thingslike a direct cost, like
material, all right.
So that could be anything fromsoftware you know accounting.
It could be services thatyou're using, maybe writers,
(02:01):
accountants, attorneys, you knowmarketing companies anything at
all that you're using.
That's a direct cost.
So that goes into your plan forwhat you're going to price.
The next are your, obviously,your labor costs.
You know what is your hourlyrate rate and I'm going to talk
(02:23):
a little bit later on how todetermine that.
How do you find that outoverhead?
You know your office, your homebased office.
You know your insurance, yourmarketing.
You know what you're paying formarketing, continuing education
, website hosting.
You know if you go to seminars,webinars, anything like that.
(02:48):
Those are your overhead costs,expenses.
And then the important thing isis your profit margin?
You know what are you going tomark up your service for it?
20 percent, 30 percent over thetotal costs of what you're
spending out.
So let's talk about how todetermine you know what your
(03:15):
hourly rate could be.
The very first thing is you cango to sites like BLSgov, slash,
ocs.
Now I'm going to have all thisinformation on the uh notes for
the podcast and also on thedescription uh information for
(03:37):
on the youtube.
But you want to look up youroccupational classification, you
know, is it a noti, is it aninterior designer, a
construction, you know, bill,whatever?
You want to look that up andthen you can filter it by city
and state to see a medium andpercentile wages for what your
(03:58):
competitors are earning.
You also want to go toDepartment of Economic
Opportunity for your particularstate and they usually publish
regional wage data for commontrades and services.
Now I will say you probablyaren't going to find aging in
(04:19):
place professional in there.
It's not yet as common asinterior designer or
occupational therapist, but youcan take a look at what those
people are getting and thatgives you at least an idea of
where to start.
You also want to look atwebsites like pay scale calm and
(04:43):
glass door calm and then searchby job title, by city, by state
.
You can even search by services, I believe, and then look at
the, look at the 25th to 75thpercentile of what these people
are charging to give you an idea, a range of what you can charge
(05:03):
on an hourly basis.
Then also, if you have anational association For aging
in place professionals, it wouldprobably be the National
Association of Home Builders,nahb.
For occupational therapists, itwould be AOTA, the American OT
(05:24):
Association.
For CAPS associations, thereare several services, several
companies that provide degreecertifications for aging
employees assessments.
Look at those, look to see whatprices are, and then you can
also go on Facebook forums,linkedin forums, groups, things
(05:47):
like that, and ask about therates.
You could probably also findthe same information on reddit
and quora.
And don't forget to use ai.
You know perplexity deep seek,grok, chat, gpt.
Use those to see if they canresearch any of these for you.
Don't necessarily these dayshave to go to each individual
(06:13):
one.
A lot of these AI programs cando the research for you.
You also want to look at, or youcan look at, things like
thumbtack, angie or Angie's listhome advisor, to see what
they're, what they may becharging if they're posting it,
and those are the types ofplaces that you can go to find
(06:37):
what you can charge on an hourlyrate.
What are the people charging?
You don't have to reinvent thewheel.
You just have to see what yourcompetitors are doing and then
try to be competitive with.
That Doesn't mean you have togo below what they're going.
You know they're charging.
It just means you need to becompetitive with what they're
(06:57):
charging.
In other words, if they're theaverage cost is thirty dollars
an hour, you don't want tocharge sixty dollars an hour,
you want to charge thirtydollars an hour and be
competitive with them.
Of course, if you're offeringmore than what they're offering,
then of course you can considercharging more.
(07:17):
But anyway, that's how you canlook at how to consider what
your hourly rate would be.
So, on top of the direct costswhich you can easily get by just
seeing what you're beingcharged for services, software,
that kind of thing and then youcan add your hourly rate, what
(07:39):
you're going to charge, and thatgives you ideas of, and then of
course, your overhead costs,and that gives you an idea of
what you should be charging foryour services.
You absolutely want to researchyour local market rates.
You want to browse competitors'websites.
(07:59):
You can even go on there andask for quotes.
You know, act as a client, findout what are they giving you.
And also, when you join theirnewsletters, when you do ask for
quotes, you'll then have anidea of one how quickly they
respond.
You then have an idea of onehow quickly they respond.
You might have an idea up whatprograms they're using to
(08:21):
respond I'm and then you alsoget an idea of what their quotes
look like, you know.
Do they have it in a nice excuseme formatted template?
I am.
Is it just an email?
Sorry, is it just an email?
Sorry, is it something you know?
Very generic.
Is it tailored to you?
(08:42):
You know what is it.
How are they creating theirquote and can you make it better
?
Can you make your quote lookbetter, act better?
Can you offer more than justmaybe a newsletter?
You know what?
What can you offer that mayoutrank your competitor?
The next thing that you want todo that a lot of small
(09:06):
businesses don't do.
I have been doing internetmarketing for 26 years.
I just now closed my internetmarketing company after 26 years
to focus more on Aging in Placeand the Aging in Place
directory.
But one of the things that Ilearned in all those years and
working with small businesses isthat a lot of businesses did
(09:30):
not take the time to figure outwhat their unique value
proposition is.
This is often, you know,mentioned as a UVP, your unique
value proposition.
What is it?
What do you have that the otherpeople do not have?
Obviously, you probably haveexpertise.
(09:50):
Okay, they may too.
You have experience.
They may, too.
You have specialized training.
A few of them may have that aswell.
You may offer a full servicepackage.
Not all offer full servicepackages, so you may want to add
(10:12):
that into your repertoire ofservices and products.
Proven results.
You know what are your casestudies.
How do your case studiesCompare to their case studies?
Maybe you don't even have anycase studies yet.
I can certainly see that that'swhere you want to begin maybe
doing some pro bono work or somekind of work for friends,
(10:36):
family, whatever to startgetting those case studies,
because it's very, veryimportant to have some trust
build up, some trust from yourcustomers or potential customers
.
So think about that when you'restarting your business.
Anything that they, that yourcompetitors, may not be offering
(11:01):
, consider offering.
When I'm talking about I'mtalking about this for aging in
place professionals.
What I'm talking about arethings like, maybe a package for
homeowners who are dealing withcaring for someone with
dementia, packages forhomeowners who are dealing with
someone who's had a stroke,packages for homeowners who have
(11:24):
someone in a wheelchair, thingslike that.
When you're focusing it on theproblem and you're helping the
homeowner to solve the problem,then that makes you a little
different than others who aremaybe just promoting a
wheelchair ramp or widerdoorways or non-slip flooring.
(11:47):
People aren't necessarilythinking about that, or they're
not thinking that they need that.
What the homeowner knows isthat they're caring for someone
with dementia or living withsomeone with dementia, or their
mother, father, brother, sister,wife, husband has just had a
stroke.
What do I do?
(12:07):
You know they're focusing onthat, on what they have been
presented with and what they'reliving with.
So maybe focusing your packageson that can differentiate you
from your competitors.
The next thing you want toconsider is using.
These days, we're so fortunateto use interactive digital tools
(12:30):
.
There are companies out therelike dwell safe.
There's also others like silverspaces, whole modification
assessments.
You know these are digitalprograms that can help to assess
the environment for what isneeded in order to make the home
(12:50):
safer.
You can, you know, speak tothese companies about adding
your logo or your you know yourbrand to them.
You know that may be somethingthat's viable.
I don't know.
I don't know, but I know thatthere's a lot of companies now
coming out with apps like these,companies that offer that make
(13:13):
the entire process a little moreautomated, a little easier to
use instead of just the paper.
You know the old-fashioned waywith paper and binders and
pamphlets.
And then you also want to usethe interactive digital tools
for email marketing, for socialmedia marketing.
These are all types of tools.
(13:35):
You know the quizzes andsurveys of your clients or
potential clients.
All of these can be automated,especially nowadays with the AI
tools, and it's really quiteamazing If you're not sure how
to use any of the tools you know.
Becoming a member of the Agingin Place directory, we have a
(13:57):
weekly webinar.
I offer a weekly webinar onmarketing.
I just did one all aboutprompting, how to create prompts
.
I gave a whole slew, a wholepamphlet of prompts that you can
use to create prompts.
I gave a whole slew, a wholepamphlet of prompts that you can
use to create all kinds ofthings, content to help you with
your marketing.
But we have weekly webinars andthen once a month we do or I do
(14:22):
actually a two-hour zoom livezoom call to answer any
questions about the webinars,about marketing, any way that I
can help you to build your Agingin Place business.
So consider all of those.
Yeah, I mean, consider joiningthe Aging in Place directory.
(14:43):
It's completely free for yourfirst 365 days.
Free for your first 365 days,it's absolutely worth it.
You would normally I'm notlying when I say you would
normally pay a few thousanddollars for the kind of training
you get in as being a member ofthe directory.
Okay, the other thing I want tomention is video.
(15:05):
Video is so extremely importantthese days and that's why I'm
posting, I post these podcastson YouTube, any type of video
that you can get.
Youtube, of course, is thethird most used search engine on
the planet.
Used to be the second, but Ibelieve now Instagram has taken
over as number two.
(15:26):
Google, of course, is stillnumber one, but anyway, video is
extremely important.
It doesn't matter if it's atwo-minute video or a 30-second
video that you make a reel outof and put on Instagram.
It doesn't matter.
Videos are meant to, you know,solve a problem, showcase a
service, anything like that.
(15:48):
But I think, for my personalopinion, is that for aging in
place professionals, I think themore that you can solve a
problem of a potential client,the better you're off.
So try to aim your videostowards that.
It could be demonstrative, youknow.
Maybe you're showing howgetting in and out of a bathtub
(16:12):
with a specific adaptiveequipment well, you know how
that works.
Or how a wheelchair can easilyget stuck on.
Draw on a doorway that is toosmall.
You know anything.
Or it could be just informative.
Maybe you're talking a littlebit about how to calm someone
down with dementia.
(16:32):
Or maybe you're talking abouthow important it is to use, you
know, a security device in yourhome or an Alexa device maybe
you know, as a security alert,anything.
Whatever it all mix them up.
The important thing is toaddress the needs of your
clients and potential clients.
The more they see you as theperson or company with the
(16:56):
answers, the more likely theyare to end up buying from you.
And please remember that ittakes an average, just an
average of people to see and orhear from you seven times, at
least seven times.
Personally, I think these daysit's a little bit more so.
If you're sending out emails,you're doing videos.
(17:17):
Don't expect people to buy fromyou from the very get-go.
It takes time.
Just keep doing it.
Persistence is definitely,definitely the key.
You can even do videos.
As far as stories, you know,tell the story behind a person,
a client, anything at all andstories carry a lot of weight
(17:41):
with people because they canrelate to them.
And another thing that you canalso do is a behind the scenes
kind of podcast or videoanything at all to show.
These are the kinds of problemsthat you're dealing with here.
You have a, maybe a family whois urging their senior loved one
to do some aging in placemodifications, but you're
(18:04):
getting pushback.
You know, no, they don't wantto do it because they don't want
to make changes to their home.
No, they don't want to do itbecause they don't think they
really need it.
You know how do you deal withthat, how can you have a
conversation with them, andbasically, what you're doing is
you're helping people tounderstand why your services are
(18:25):
so important, and so that'sjust another idea that you can
do.
All right.
So you want to again, just toreiterate, you want to look at
your direct costs.
What do things cost you, yourand that could be everything
from software to classes,education, everything.
(18:45):
You know what are youroverheads, your insurance, your
rental for your room, youroffice, you know furniture,
equipment, anything at all, andwhat are your hourly rates and
you put all of those togetherand that is how you can come up
with a pricing package.
(19:06):
Obviously, you want, if you endup, if the dollar amount that
you end up with, everything thatyou are spending, is so much
more than what your competitorsare offering as far as their
rates, then you have to figureout okay, then I'm spending too
much.
I'm spending too much for thisaccounting software.
(19:28):
I need to find something thatcosts less.
I'm spending too much for mylegal services.
I need to find a way todecrease those costs.
I'm spending too much on rent.
Maybe I, you know, move into ahome office.
You know, the idea of knowingthese prices also gives you an
(19:49):
idea of that.
Your competitors are maybeusing programs, software,
services that are less costly tothem than they are to you.
Of course, if they are a verylarge company, they have a lot
of clients.
Then that could help to reducetheir price overall cost as well
(20:09):
.
But you're just starting off,so you want to try to look at
other similar businesses as well, and one way you can do that is
if they have a website, andhopefully they do.
They actually most everybusiness should.
These days.
You can go to who is calm andyou can type in their domain
(20:32):
name and you can see when theyregister that domain name and
that'll give you an idea of whenthey started their business.
If the domain name is 10, 15,20 years old, then you may have
an and you're like well, thisperson has been around a very
long time, unless, of course,they purchased an existing
domain name.
(20:52):
That's a whole other story, butit's just a free way to get an
idea, hopefully, of when theystarted their business, and that
may help you as well.
All right, so I hope that thisinformation was helpful.
There's going to be much more ina PDF that I'm going to attach
(21:15):
to the notes here for thepodcast and to the YouTube
channel.
I know that for me, when Ilisten to YouTube channels or
podcasts that are pretty muchmore than 20 minutes long, I
tend to wander off, so I amtrying hard to keep this slow,
but I will have a PDF that youcan download for even more
(21:37):
information.
Again, give us your comments.
Click on the like button.
We appreciate each and everyone of our listeners, you know.
Subscribe to our channel, be itpodcast, be it YouTube, and
look at theaginginplacedirectorycom.
Join it.
You get a lot for theinformation you put in.
(22:00):
Not only are you in thedirectory, but you get marketing
training as well and monthlyZoom calls, which the purpose of
that is really to try to bringpeople together to work with
each other, to help each otherin building their businesses
across the country and Canada.
All right, I am going to closedown this podcast and I will see
(22:24):
you next time.
Thanks for listening.
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