Why Local Ownership Still Matters in Assisted Living
By Marty O’Connor, President & CEO, Home Again Assisted Living
When families begin looking for an assisted living community, they often compare floor plans, amenities, activities, and pricing. Those things certainly matter, but there is another factor that can have an even greater impact on a resident’s experience.
Who owns the community?
Over the past several years, many assisted living communities have become part of large regional or national organizations. There is nothing inherently wrong with that model, but I believe there is something special about a community that is locally owned and operated.
Home Again was founded on a simple idea. We wanted to create communities where residents are treated like neighbors, not room numbers. That philosophy continues to guide every decision we make today.
Because we are local, we are personally invested in every community we operate. Our families shop at the same grocery stores, attend the same churches, support the same schools, and live in the same neighborhoods as the residents and families we serve. This isn’t just where we work. It’s our home.
That local connection changes the way we make decisions.
When challenges arise, there isn’t a corporate office several states away deciding what happens next. Our leadership team is here. We are involved every day, working alongside our community directors, nurses, and caregivers. We know our residents by name, and we know many of their families personally.
It also means we can move quickly.
If we identify a need, we don’t have to wait months for approval from multiple levels of management. Whether it’s adding staff, investing in equipment, updating a building, or creating a new program, we have the ability to make decisions based on what is best for our residents rather than what fits into a corporate process.
I also believe local ownership creates accountability.
When your name is on the building, you don’t have the luxury of walking away from problems. Our reputation has been built one family at a time over many years. Every resident who chooses Home Again is placing an incredible amount of trust in our team, and we never take that responsibility lightly.
Another advantage is consistency.
Our leadership team has remained remarkably stable, and many of our managers and caregivers have been with us for years. Those relationships matter because great care comes from people who truly know their residents. Familiar faces create comfort, especially for individuals living with memory loss or other health challenges.
Being a smaller organization also allows us to stay focused on quality instead of growth for the sake of growth.
We currently operate three communities. That isn’t because we lack opportunities to expand. It’s because we believe every community deserves the time, attention, and resources necessary to provide exceptional care. We would rather do a few things exceptionally well than spread ourselves too thin.
Families often ask me what makes Home Again different.
Of course, I’m proud of our beautiful communities, our dedicated caregivers, and our experienced nursing teams. Those are all important. But what I’m most proud of is our culture.
We know our residents. We know their stories. We know their families. When someone walks through our front doors, they become part of our extended family, and that isn’t just something we say. It’s how we’ve operated since the day we opened our first community.
Choosing assisted living is one of the most important decisions a family will ever make. My advice is simple. Ask who owns the community. Ask how often the owners visit. Ask whether decisions are made locally or somewhere else.
The answers may tell you more than any brochure ever could.
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.
