Mark Wolff’s journey into franchising with Senior Care Authority was deeply rooted in his personal and professional experiences. After a successful career as a financial advisor specializing in estate and long-term care planning, Mark was drawn to the senior care industry following his mother’s Alzheimer’s diagnosis. This experience ignited his passion for helping families make tough decisions at a very difficult time. He explored franchising as a business model that would align his skills while doing meaningful work. Senior Care Authority offered the right combination of a low cost of entry, strong systems and trust in the leadership, particularly Founder and CEO Frank Samson.

Mark’s success as a franchisee stems from his ability to balance compassionate service with the practicalities of running a business. He spends much of his time networking with professionals in the senior care ecosystem, which helps him build valuable referral relationships.

Mark admits the work is not always easy but the rewards far outweigh any challenges.

1851 Franchise spoke with Mark to learn more about his successful franchising journey with Senior Care Authority. Here’s what he had to say.

1851 Franchise: What you did before franchising and how did you decide that franchising was right for you?

Mark Wolff: I’ve always been an entrepreneur. I owned a restaurant and ran a mobile truck washing business. My first job was as a waiter, and that’s where I learned about customer service and sales. Before starting this business, I was a financial advisor for a couple of decades, specializing in estate and long-term care planning. I also worked as a wholesaler for big insurance companies, teaching financial advisors how to sell long-term care insurance.

Everything changed when my mom was diagnosed with Alzheimer’s. Despite my experience with long-term care, I felt unprepared for the real decisions that had to be made. I realized that it’s not just about finances — it’s about helping people make difficult choices. That experience set me on the path to finding a business that aligned with my skills and values, and Senior Care Authority was a perfect fit. It was a lifestyle choice that allowed me to balance my life and work while helping people in meaningful ways.

1851: What was your perception of franchising before you started, and now that you’re in it, what do you think people should know about it?

Wolff: I learned about franchising early on when my parents and I bought a restaurant franchise, which ultimately failed. I later realized that restaurants are some of the riskiest businesses. Despite that failure, I always believed franchising could be a great opportunity if everything lined up. Now that I’m in it, I believe you always have to be a salesperson, no matter the business. Franchising can be a great model, but it has to be the right fit for you.

1851: What attracted you to Senior Care Authority, and what excites you most about the company?

Wolff: It checked all the boxes for me — low cost of entry, solid systems in place and a CRM [customer relationship management] system. As a salesperson, I was confident I could succeed, but I needed a franchise I could trust. I met Frank [Samson], the founder, and immediately connected with him. He had built the business himself and had experience as a franchisor in other industries. Marcy [Baskin] also brought a lot of expertise to the table. I appreciated that they had done the hard work to develop the business model, and they were transparent and trustworthy. Seven years later, Frank is still heavily involved and constantly creating new opportunities.

1851: What does a typical day look like for you as a franchise owner?

Wolff: I spend a lot of time networking with other professionals in the ecosystem because they become referral sources. I schedule networking in the mornings, usually around 8 a.m., so that by 10 a.m. I can meet with clients. The bulk of my client work happens between 10 a.m. and 2 p.m., as that’s when senior living communities are most active. My days can change quickly — sometimes I’ll get a call in the evening and be touring communities with a client the next morning. It’s essential to keep my schedule flexible.

1851: What do you find most challenging about your business, and what brings you the most joy?

Wolff: The hardest part is deciding who to spend time with. I want to help everyone, but I have to stay focused on running the business. Referring people to others when I can’t help them directly is difficult, but necessary.

The most rewarding part is the freedom I now have and the fulfillment I get from helping families in crisis. I’ve never had more hugs from clients, and that makes all the hard work worthwhile.

1851: What are your plans for the future with Senior Care Authority? Any plans to grow the business?

Wolff: [Franchising with Senior Care Authority] was a lifestyle choice for me. My wife didn’t know me when I was working constantly in the financial world. Part of our decision to move out of the Bay Area was to simplify our lives and find a better balance. My goal was always to achieve a fulfilling career while being able to take more time for myself and my family. We wanted to take vacations, work fewer weekends and have a better life balance while still maintaining the business’s momentum.

1851: Do you have any advice for someone considering franchising?

Wolff: In this business, you have to have a big heart. A person can have a prosperous and rewarding career in senior placement, but people who go into it for the money don’t tend to succeed. You need to have compassion for people, but you also need to treat it like a business. If you don’t, you won’t be in business for long. It’s about finding the balance between helping people and running a sustainable business.

1851: What is the one thing about your story that you want everyone to know?

Wolff: Networking is critical. I’ve built deeper relationships with a small group of people, and we meet regularly without discussing business. For example, I’m a whiskey enthusiast, and I host whiskey tasting events for clients. It’s a unique way to connect with people on a personal level, and it’s been a great way to build relationships.

ABOUT SENIOR CARE AUTHORITY:

Senior Care Authority® was founded in 2009, began franchising in 2014, and currently serves over 100 locations in 30 states. The network consists of professionally trained and experienced local advisors who assist families with the overwhelming challenges associated with selecting the best options in assisted living, memory care, skilled nursing care, and navigating through a complex healthcare system. Senior Care Authority offers Eldercare Consulting services to families and is the exclusive provider of the Beyond Driving with Dignity program. Learn more at www.seniorcareauthority.com.

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