Not Just a Brochure

When I saw the brochure from a facility that was once at risk of closing, I smiled.

Not because it was perfect. But because it meant someone’s been paying attention.

I remember a time, not that long ago, that this building was struggling. On paper, it might have looked like any other assisted living facility—maybe a little worn, maybe overlooked. But in reality, it was the next Plant Home. A place that was serving people in that in-between space—too much income for public programs, too little for luxury care—and was quietly being squeezed out.

Now, under new management, the facility is still standing. And its new brochure? It’s full of promise. Services spelled out. Care options clarified. An attempt—however subtle—to respond to what families are really looking for.

That’s progress. But it’s not a plan.

Because no matter how many bullet points a brochure lists, most families still walk into this process overwhelmed, under-informed, and unsure where to begin. That’s where I come in.

I don’t run the buildings. I don’t take referral fees. I work with Maine families to make sure they don’t have to go it alone. I help you see what’s behind the marketing, ask the right questions, and figure out the care path that actually makes sense—financially, emotionally, and logistically.

So yes, I smiled when I saw that brochure. Because it means the conversation is shifting. But until we have a system that makes the right options clear—not just the available ones—I’ll be here.

Helping families see what’s really going on. And helping them build a plan that works.