🎙️ Culture Over Census: Mark Maxfield’s Leadership Philosophy at The Cottages
In this insightful conversation, Mark Maxfield, CEO of The Cottages Assisted Living and Memory Care, shares how he built a thriving senior care business from the ground up. Starting with one 16-bed home on his grandparents’ land in 2001, Mark has expanded to over 20 locations while maintaining a residential, home-like environment for residents. With nearly 24 years in the industry, Mark reveals how his focus shifted from business metrics to building an exceptional team culture, and how this transformation fueled sustainable growth, better resident care, and personal fulfillment.
✨ Key Insights You’ll Learn:
Why The Cottages intentionally maintains small, 16-bed homes rather than larger facilities to preserve a true home-like environment
How Mark’s breakthrough came when he stopped focusing on census numbers and started prioritizing staff development
The importance of building a company culture where employees feel ownership (“my company, my residents”)
Why personal handwritten notes, staff meeting attendance, and being fully present with each person builds loyalty
The value of promoting from within and helping staff achieve their personal career goals
How hiring a company president and delegating authority freed Mark to focus on higher-level strategic thinking
The growing demand for senior care services as the “silver tsunami” approaches with baby boomers turning 80
🌟 Key People & Influences in Mark’s Journey:
His Father: The business partner who drove early growth and handled real estate development while Mark focused on operations
His Grandfather: The inspiration behind The Cottages, as he would have benefited from assisted living if it had been available
His First Hire: Who helped create policies and procedures that became the foundation for The Cottages’ operations
Jamie: The long-time employee who became company president, allowing Mark to step back from day-to-day operations
His Wife: Who supported him during the demanding early years of the business