When Anna Winecoff said, “Alex, I’m not buying a franchise,” she meant it. Until she didn’t. Today, she owns three TRUA Senior Living Locators territories in South Carolina and just passed the one-year mark with a thriving business, a growing team, and a redefined life. In this BrandONE-on-ONE episode, Alexandria Warren sits down with her longtime friend and TRUA’s first franchisee to unpack the fear, grit, and strategy behind her shift from seasoned corporate executive to local business owner. If you’re a professional with industry expertise wondering whether franchising could work for you – this is the episode (and story) to pay attention to.
A Career Built in Senior Living
Anna spent over a decade in the senior living industry, climbing from entry-level roles to national leadership. Her passion? Helping families make the right decision for their aging loved ones. But the travel wore thin. So did the feeling that her time wasn’t fully her own. “You come to that point of feeling like you have to give up what you love for the people you love.” TRUA offered her a different path: keep serving seniors, but do it on her terms.
Why TRUA Was Different
Anna wasn’t looking to become a franchisee. But once she learned about TRUA’s mission, clinical approach, and founder Matt’s 20+ years of experience, something clicked.
She didn’t just buy a franchise. She became the first franchisee – a leap of faith made possible by:
- Deep belief in TRUA’s model: A clinically guided, concierge-style placement process for seniors
- Immediate alignment with the founder’s values
- A chance to impact her community while supporting her family
“I didn’t realize this world existed. Most people don’t… until it’s their turn.”
From First Step to Full Time
Anna gave notice at her corporate job on a Friday and started with TRUA the following Monday. No safety net. No backup plan. Just commitment.
“We didn’t have a plan B. It had to work – and we were going to make it work.”
She went all in: boots on the ground, building referral relationships, educating families, and showing up in hospitals with wheelchairs when no one else could. Her relentless input led to immediate output: placements in month one and steady growth ever since.
Scaling Smart, Not Fast
Anna now manages a growing team, recently hiring her first employee beyond family. In less than two months, they’ve doubled revenue. Her secret?
- Hiring from within the industry
- Training based on real-life experience
- Letting go of the belief that “no one else can do it like me”
“It’s scary, trusting someone else with your business. But if you don’t scale, you stall.”
Lessons for Future Franchisees
This episode is more than a success story—it’s a masterclass in mindset. Anna’s journey is proof that passion and process can build something powerful.
Key takeaways:
- Hope is not a strategy
- Relationship-building beats paid ads
- You need to be the face of your brand (at least early on)
- Grit matters more than background
- TRUA is filling a massive, unmet need in the senior care space
Why TRUA, Why Now
TRUA isn’t your typical senior care franchise. It’s not home care, and it’s not community-based ownership. It’s a modern, clinically guided solution to one of the most overlooked problems in senior living: bad placements.
With the “silver tsunami” still building, families are desperate for guidance. TRUA franchisees are trained to deliver it – and own a business that genuinely changes lives.
“TRUA gave me the chance to serve my community, support my family, and build something that’s mine.”
Final Word: From Fear to Freedom
Owning a franchise isn’t easy. But it can be transformational, especially when you’re backed by a brand like TRUA and guided by a team like BrandONE.
As Alexandria puts it: “Franchise development isn’t about selling. It’s about showing people what’s possible. Anna just proved what’s possible.”
Ready to explore TRUA or another emerging brand built for real-world impact? Let’s Talk.
Explore TRUA Senior Placement Franchise Opportunities: Learn More About TRUA
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