Holy guacamole.
Yesterday was wild.
Facebook.
Instagram.
WhatsApp.
ALL DOWN. At the same time.
And I could feel the ripple effect through the business world. For some marketers, it was full-on “Oh crap, what now?”
They were scrambling.
How would they connect with clients?
How would they sell their services?
How would they reach new people?
For a minute, even I had that flicker of panic: “Well… now what?”
But here’s the difference.
That moment passed fast for me because I’ve built my business knowing I don’t own social media traffic. I’ve always known I need a real foundation. Unlike so many others who were running around freaking out, I stayed calm because I’ve built my business to survive without Facebook or Instagram.
That’s the part I want you to hear. Whether you’re thinking about how to start a profitable senior concierge business, or you’re already knee-deep in it, this is the moment you realize: you need more than social media.
The Difference Between Borrowed vs. Owned Traffic
I first learned this concept from Russell Brunson. He talks about two kinds of traffic:
Borrowed Traffic – like Facebook, Instagram, or other platforms where you don’t control the audience.
Owned Traffic – like your email list, phone numbers, text lists. People who gave you permission to contact them directly.
That difference? It’s everything.
I “borrow” visibility from social media, but I own my list. I can connect with people instantly even if every social platform shuts down.
When you’re building something that matters (like a senior support business, a concierge service, or a business helping aging parents), you can’t rely on platforms you don’t control.
This is one reason I worry about people who launch a concierge business and rely only on social media. That’s not a plan. That’s spaghetti-throwing and hoping something sticks.
And it doesn’t usually stick.
Fast forward 6 months…
Still no clients.
Still stuck.
So What Should You Do Instead?
If you’re just starting out or trying to finally get momentum in your concierge business start here:
1. Don’t put all your marketing into one basket.
One platform. One method. One strategy. It’s not enough. You need multiple streams of marketing running all the time. I’m talking email, networking, referral partners, your list, and yep social, too. But never just one thing.
For tips on planning your marketing right, check out Business Marketing 101 it’ll give you the foundation you need.
2. Focus on “traffic” you own.
Start building an email list. Start collecting phone numbers. Use a simple lead magnet or guide to bring people in. Learn how to nurture them. Social media can help people discover you but your list is where you build the relationship.
If you’re wondering what services to offer in your senior concierge business, this blog post can help: Choosing the Right Services for Your Concierge Business
3. Make a real plan.
Throwing ideas at the wall might feel like you’re doing something, but it’s usually just busywork. You need a clear, focused plan you can go all-in on. Map it out. Set goals. Then execute. (Need help planning? Here’s the best tools I use for better business planning.)
4. Be ready to shift fast.
Things will change. Platforms will crash. Tech will evolve. Be the kind of business owner who can shift gears, adapt fast, and keep showing up.
If You’re New or Struggling This Is for You
Are you new to the industry?
Maybe you’ve “opened your doors” but aren’t getting the traction you thought you would?
Maybe you’re struggling to make more than a few hundred or a few thousand dollars a month, and you know it’s possible to make 4K, 5K, even 24K in one month like one of my students who works with seniors?
Let me tell you… you are not alone.
So many of us start out doing all the things… posting on Facebook, making flyers, talking to friends… and nothing clicks.
You need a system. You need support. You need direction.
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Thinking about starting a concierge business but not sure what you need—or where to even begin? The Concierge Starter Kit includes the exact templates, client forms, flyers, and tools I used when I first got started—plus a video walkthrough showing you how to use them all. I also cover what kind of insurance actually matters (and what’s just noise), so you can skip the overwhelm and start on solid ground.
➤ Grab the Concierge Starter Kit – $47. It’s the shortcut I wish I had. Get it HERE: https://theconciergeacademy.com/starterkit
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