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Each month we highlight one of our agency partners, and get to know a little more about them and their insights into the household employment industry. This month we spoke with Lorna Spencer, owner of A Choice Nanny.
Agency Vitals
- Founded in 1983
- Serves the Baltimore metro area, northern Washington, D.C., and central Maryland
- Specializes in full time placements and long term temporary care
How did you get started?
The agency was originally called Babysitting Referrals, and I knew the owner from when I was a teacher in the area. She wanted to franchise the agency, and asked if I wanted to become an owner. I was hesitant, never thinking of myself as a business owner. I was working in real estate at the time, and I discussed this opportunity with my partner. After encouragement from my husband, I decided to buy the franchise in 1990. I soon bought out of the franchise and, along with my daughter, purchased the agency outright.
What is your biggest challenge?
Apart from finding quality nannies to place, our biggest challenge is finding parents with realistic expectations. We get many calls from families that have looked at online job sites and want to find a nanny that does everything, not just child care. We have to manage those expectations and find out what the families are really looking for. Not doing so leads to trouble down the road.
What strategies do you use for recruiting candidates?
The overwhelming majority of our nannies come from word of mouth. The highest quality candidates are referred by other nannies and their friends, or through networking groups like Professional Nannies of Baltimore. We also place ads online and we recruit through Facebook.
How do you advertise/market your agency? / How do you find new families?
90% of our families find us through current clients, friends, and Google searches. We used to advertise in many places but did not find it to be effective.
How do you help families and nannies understand the benefits of paying legally?
I give out a packet of information to all prospective families that includes many of GTM’s information sheets, and I always discuss the issue with them in person. I emphasize the need to use a payroll service and how much time it will save them. For nannies, I always explain the importance of gross pay versus net pay. I also tell them about the importance of being paid legally. We had one nanny who was always paid off the books until she was placed through our agency. She then wanted to retire, but since there were not enough quarters in her Social Security, she was unable to collect Social Security. Plus she couldn’t quit her job because she would not be eligible for unemployment benefits.
What changes have you seen over the years in the household employment industry?
The online job sites have changed the way we do business. Lots of parents can’t see the difference between agencies like ours and those online sites. They want to save money but don’t understand the benefits of using an agency, so we have to show our value. The other big change is in what parents want from their nannies. They are looking for more education-focused child care, not just a babysitter. They value a curriculum from a caregiver with an education background.
How has GTM helped your agency and your families?
GTM’s Nanny Tax calculator has been very valuable to both our families and our nannies. It helps both parties understand the actual costs involved. I always tell families and nannies to use the calculator or to call GTM and they will get a better understanding of their payment options.
What are some fun facts about you or your agency?
What I like most about this business is finding a great nanny for a great family. But since I’ve been doing this for so long, many of the nannies I’ve placed in the past are now becoming parents themselves, and are using nannies from my agency. And one of my clients, who used to use our nannies, decided to retire and is now working as a nanny for us!
