Bigger Isn’t Always Better: Why We’ve Chosen to Focus on Care Instead of Growth
By Marty O’Connor, President & CEO, Home Again Assisted Living
Over the past several years, I’ve watched the senior living industry change dramatically.
New communities continue to open. Buildings are becoming larger, amenities are becoming more elaborate, and many organizations are expanding into new cities and new states.
Growth isn’t inherently a bad thing. Every organization has to decide what success looks like.
For us, success has never been measured by the number of communities we own.
It has always been measured by the quality of care we provide inside the communities we already have.
That philosophy has guided Home Again since the very beginning.
We currently operate three communities, all within the area we proudly call home. We know our residents, we know their families, and we know our employees. Our leadership team spends time in our communities, not in airports traveling between dozens of locations.
That local presence matters.
When families have a concern, they aren’t calling a regional office several states away. They are talking with people who know their loved one personally. When our staff needs support, our leadership team is available. When we identify an opportunity to improve care, we can act quickly because the decisions are made right here.
People often ask if we plan to continue expanding.
It’s a fair question.
Could we grow into other markets? Probably.
Will we someday? Perhaps.
But only if we can do so without compromising the quality of care that has always defined Home Again.
Our first responsibility is to the residents and families who have already placed their trust in us.
That means investing in the things that truly impact daily life.
It means hiring exceptional people.
It means providing ongoing education and training.
It means maintaining strong nursing leadership.
It means ensuring our caregivers have the time, resources, and support they need to build meaningful relationships with residents.
Those investments aren’t always visible during a tour.
You can’t always see a well-trained caregiver.
You won’t notice a strong nursing team by looking at a floor plan.
A beautiful lobby doesn’t tell you how quickly someone responds when a resident needs assistance.
The things that matter most in assisted living are often the things families don’t immediately see.
They are the conversations between caregivers and residents.
The nurse who notices a subtle change in someone’s health.
The staff member who remembers exactly how a resident likes their morning coffee.
The leadership team that is present, involved, and committed to continually improving the care being provided.
Those are the things that create exceptional communities.
At Home Again, we’ve chosen to remain intentionally local.
Rather than spreading ourselves across a large geographic area, we’ve focused on making each of our communities the very best it can be.
We believe our residents deserve leadership that is accessible.
They deserve caregivers who are supported and well trained.
They deserve consistent nursing oversight.
Most importantly, they deserve a team that knows them as individuals, not simply as residents.
Beautiful buildings are wonderful, and thoughtful amenities certainly enhance daily life.
But at the end of the day, the quality of an assisted living community is not determined by the size of the fitness center or the number of gathering spaces.
It is determined by the people who walk through its doors every morning with a commitment to care for others.
That has always been our focus.
And as long as I have the privilege of leading Home Again, it always will be.
About the Author
Marty O’Connor is the President and CEO of Home Again Assisted Living, a locally owned organization serving older adults throughout south central Wisconsin. As one of the owners of Home Again, Marty remains actively involved in the day to day operations of each community, working closely with residents, families, and employees rather than leading from a distance.
Over the years, he has helped guide Home Again’s growth while staying true to the company’s founding belief that every resident deserves exceptional care, meaningful relationships, and a place that truly feels like home. Marty is passionate about supporting families through one of life’s most important decisions and believes that local ownership, experienced leadership, and compassionate caregivers make all the difference.
Through these articles, Marty shares insights gained from years of working alongside residents, families, nurses, and caregivers with the hope of helping others make informed, confident decisions about senior living.
