Trua Senior Living Locators franchise unit economics
Trua Senior Living Locators franchisees help seniors and their families choose assisted living and other senior living communities, usually from a home office, and the care community pays a referral fee for each client placed.
Trua Senior Living Locators franchise at a glance
The FDD issued on February 10, 2026 reports 2025 gross sales and placements for one franchised outlet and one company outlet, and a cost breakdown for the company outlet.
Trua Senior Living Locators’ one franchised outlet, in Greenville, SC, reported 2025 gross sales of $309,609 from 81 placements, according to Item 19 of Trua Senior Living Locators’ 2026 FDD, issued 10 February 2026. Fees paid to Trua Senior Living Locators come to about 11.1%* of sales. A Trua Senior Living Locators franchise costs $73,150 to $119,095 to open.
- A Trua Senior Living Locators franchise costs $73,150 to $119,095 to open in one territory, and $60,000 of that is paid to the franchisor.
- Trua Senior Living Locators charges a royalty of 8% of gross sales with a minimum of $650 a territory a month, which is not charged in the first six months after opening.
- Trua Senior Living Locators charges a brand development fund fee of 2% of gross sales or $300 a territory a month, whichever is greater; two other passages in the FDD give the minimum as $162.50.
- Trua Senior Living Locators’s one franchised outlet, in Greenville, SC, reported 2025 gross sales of $309,609 from 81 placements, or $3,822.33 a placement.
- Trua Senior Living Locators’s company outlet in Fort Mitchell, KY reported 2025 gross sales of $677,760 from 135 placements, or $5,020.44 a placement.
- At the company outlet, direct labor took 37.38% of gross sales in 2025.
- Trua Senior Living Locators had 4 franchised outlets and 1 company outlet at the end of 2025, and 6 more franchise agreements signed but not yet open.
These figures come from Trua Senior Living Locators's 2026 Franchise Disclosure Document, as the brand reported them, and were read by Averan Advisors.
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Talk to Averan → Averan Trua Senior Living Locators Conversion Package →- The one franchised outlet reported $309,609 of gross sales in 2025. It is in Greenville, SC, serves about 940,000 people across two territories, and opened in November 2024. It made 81 placements at $3,822.33 each.
- The company outlet reported $677,760 of gross sales in 2025. It is in Fort Mitchell, KY, serves about 600,000 people across two territories, and has operated since December 2019. It made 135 placements at $5,020.44 each and pays no royalty or brand fund fee.
- Direct labor took 37.38% of gross sales at the company outlet. Salaries and wages were $253,370, with no commissions. The seven other expense lines in Item 19 came to $18,462*, or 2.72%* of gross sales. Item 19 does not report profit.
- Royalty and brand fund fees each have a monthly minimum per territory. The royalty is 8% or $650 a territory a month; the brand fund fee is 2% or $300 a territory a month. On two territories, 8% passes the royalty minimum at $195,000* of gross sales a year and 2% passes the fund minimum at $360,000*.
- The FDD gives two figures for two minimums. The brand fund minimum is $300 a territory a month in the Item 6 table, Item 6 Note 4 and Item 19, and $162.50 in the Item 6 remarks and Item 11. Local marketing for each additional territory is $500 a month in the Item 6 table and Item 19, and $100 in Item 6 Note 5. The franchise agreement states $300 and $500.
Revenue
How much does a Trua Senior Living Locators franchise make?
| Measure | Franchised outlet, Greenville, SC | Company outlet, Fort Mitchell, KY |
|---|---|---|
| Began operating | November 2024 | December 2019 |
| Territories | 2 | 2 |
| Population served | About 940,000 | About 600,000 |
| Gross sales | $309,609 | $677,760 |
| Placements | 81 | 135 |
| Gross sales per placement | $3,822.33 | $5,020.44 |
Source: Item 19, pages 40 and 41, Tables 2 and 3. Figures were reported to the franchisor by the franchisee and the affiliate, are unaudited and were not prepared under GAAP.
The one franchised outlet reported $309,609 of gross sales in 2025. It made 81 placements, at $3,822.33 of gross sales each. Item 19 counts a placement as a client placed in a care facility from which the business receives commission income during the year.
The company outlet reported $677,760 from 135 placements, or $5,020.44 each. It is operated by the franchisor’s affiliate and pays no royalty or brand fund fee. Item 19 lists managerial experience and local brand recognition as other ways it may differ from a new franchised outlet.
Gross sales are mainly referral fees paid by the care communities. Item 19 defines gross sales as total revenue less sales tax, discounts, allowances and returns, including referral fee income from each placement.
Item 19 reports costs for the company outlet, not for the franchised outlet. For the franchised outlet it gives gross sales and placements.
Company outlet costs
Company outlet costs, 2025
| Line | Amount | Share of gross sales |
|---|---|---|
| Gross sales | $677,760 | 100.0% |
| Direct labor, salaries and wages | $253,370 | 37.38% |
| Direct labor, commissions | N/A | 0.00% |
| Direct gross profit | $424,390 | 62.62% |
| Advertising and marketing | $10,004 | 1.48% |
| Taxes and licensing | $4,079 | 0.60% |
| Insurance | $1,959 | 0.29% |
| Vehicle | $789 | 0.12% |
| Legal and professional fees | $500 | 0.07% |
| Office | $306 | 0.05% |
| Miscellaneous | $825 | 0.12% |
| Direct gross profit less disclosed expenses | $405,928 | 59.89% |
| Royalty fee, as an adjustment | $54,221 | 8.0% |
| Brand development fund fee, as an adjustment | $13,555 | 2.0% |
| Technology fee, as an adjustment | $2,400 | 0.35% |
| Local marketing, as an adjustment | $7,996 | 1.18% |
| After disclosed expenses and franchise-related expenses | $327,756 | 48.36% |
Source: Item 19, pages 40 and 41. The four adjustment lines are charges a franchisee would pay; the company outlet does not pay them. All lines are as printed.
Direct labor was $253,370, or 37.38% of gross sales. It is the wages, payroll taxes and benefits of staff who provide the services. It excludes management and administrative labor, and for a franchised outlet it would exclude pay to the owners.
The seven disclosed expense lines came to $18,462*, or 2.72%* of gross sales. Advertising and marketing was the largest at $10,004.
Item 19 adds the charges a franchisee would pay. It deducts a royalty of 8%, a brand fund fee of 2%, a $2,400 technology fee, and $7,996 of local marketing, which is the difference between the $10,004 spent and the $18,000 a two-territory franchisee must spend.
The figures are not net profit. The FDD states that direct gross profit excludes management and administrative labor, rent, interest, taxes, depreciation and amortization, among other costs.
Two outlets
Results by outlet, 2025
| Outlet | Territories | Population | Placements | Placements per 100,000 people | Gross sales |
|---|---|---|---|---|---|
| Franchised, Greenville, SC | 2 | About 940,000 | 81 | 8.6* | $309,609 |
| Company, Fort Mitchell, KY | 2 | About 600,000 | 135 | 22.5* | $677,760 |
Source: Item 19, pages 40 and 41. Placements per 100,000 people is an Averan calculation from the printed placements and approximate populations.
Item 19 does not group outlets into bands or quartiles. It reports the two outlets separately: one franchised and one owned by the franchisor’s affiliate.
The franchised outlet opened in November 2024, so 2025 was its first full calendar year. The company outlet had operated since December 2019.
Both outlets cover two territories. The franchised outlet’s territories hold about 940,000 people and the company outlet’s about 600,000. The company outlet made 22.5* placements per 100,000 people and the franchised outlet 8.6*. Item 19 does not give a reason for the difference.
The three franchised outlets that opened in 2025 are not in Item 19. They are in North Carolina and Georgia, according to Item 20.
Brand charges
Brand charges
| Charge | Terms | A year at $309,609, two territories |
|---|---|---|
| Royalty | 8% of gross sales, or $650 a territory a month if greater; the minimum is not charged in the first six months after opening | $24,769* |
| Brand development fund | 2% of gross sales or $300 a territory a month, whichever is greater (the Item 6 remarks and Item 11 give $162.50) | $7,200* |
| Technology fee | $200 a month including one user, plus $65 a month per additional user; may rise to $500 plus $100 per user | $2,400 |
| Accounting software | $125 a month | $1,500* |
| Annual conference | Up to $1,500, when a conference is held | Not included |
| Local marketing, spent by the owner | At least $1,000 a month plus $500 for each additional territory (Item 6 Note 5 gives $100) | $18,000 |
| Total to the brand, excluding local marketing and the accounting software | 8% plus fixed charges | $34,369*, or 11.1%* of gross sales |
Source: Item 6, pages 11 to 15; Item 11, page 26; Item 19, page 41. At $309,609 on two territories, 2% is $6,192, so the $7,200 yearly fund minimum applies. The accounting software is paid to a vendor.
The royalty is 8% of gross sales, with a minimum of $650 a territory a month. The minimum rises by $650 with each territory, to $3,900 a month for six. It is not charged in the first six months after opening. On one territory, 8% passes the minimum at $97,500* of gross sales a year; on two, at $195,000*.
The brand development fund fee is 2% of gross sales or $300 a territory a month, whichever is greater. On two territories, 2% passes the minimum at $360,000* a year. The Item 6 remarks column and Item 11 give the minimum as $162.50 a territory a month; the franchise agreement gives $300. The fund collected $8,612.50 in 2025.
The fixed minimums come to $26,700* a year on two territories before local marketing. That is the royalty and fund minimums, the technology fee and the accounting software. With $18,000 of local marketing it is $44,700*. On one territory the same charges are $15,300* and, with $12,000 of local marketing, $27,300*.
Including local marketing and the accounting software, the charges at $309,609 come to $53,869*, or 17.4%* of gross sales. Local marketing is spent by the owner, not paid to the franchisor.
Cost to open
Cost to open
| Item | Low | High |
|---|---|---|
| Initial franchise fee | $52,500 | $52,500 |
| Onboarding and training fee | $7,500 | $7,500 |
| Start-up marketing | $4,500 | $4,500 |
| Professional fees | $3,900 | $7,600 |
| Licenses and permits | $2,745 | $2,945 |
| Travel for initial training | $1,000 | $3,100 |
| Computer, software and business management system | $75 | $3,125 |
| Printing, stationery and office supplies | $300 | $2,021 |
| Insurance deposits, three months | $125 | $469 |
| Lease deposits, three months | $0 | $4,500 |
| Signage | $0 | $2,000 |
| Construction and leasehold improvements | $0 | $1,000 |
| Furniture and fixtures | $0 | $1,000 |
| Work vehicle | $0 | $1,500 |
| Utility deposits | $0 | $300 |
| Equipment | $0 | $35 |
| Additional funds, three months | $6,050 | $25,000 |
| Total | $73,150 | $119,095 |
Source: Item 7, pages 16 and 17. The low-column lines add up to $78,695*, which is $5,545* more than the printed low total; the high column adds up to its printed total.
$60,000 of the cost to open is paid to the franchisor. That is the $52,500 initial franchise fee and the $7,500 onboarding and training fee, both due at signing: 82.0%* of the low estimate.
Each territory holds at least 25 assisted living communities, which will generally be a population of at least 500,000. The fee for additional territories signed at the same time is $42,500 for the second and $32,500 each for the third to sixth, so two territories cost $95,000 and six cost $225,000.
For two to six territories, Item 7 estimates $115,650 to $291,595. That is the single-territory estimate without its franchise fee, plus the multi-territory fee.
The estimate assumes a home office. The low end assumes the owner already has a vehicle that meets the brand’s standards. Item 11 estimates 45 to 60 days from signing to opening, and the business must open within 60 days of signing.
Locations
Locations, 2023 to 2025
| Year | Franchised at start | Opened | Terminated | Non-renewed | Reacquired | Ceased, other | Franchised at end | Company at end | Total at end |
|---|---|---|---|---|---|---|---|---|---|
| 2023 | 0 | 0 | 0 | 0 | 0 | 0 | 0 | 1 | 1 |
| 2024 | 0 | 1 | 0 | 0 | 0 | 0 | 1 | 1 | 2 |
| 2025 | 1 | 3 | 0 | 0 | 0 | 0 | 4 | 1 | 5 |
Source: Item 20, pages 42 to 44. Table No. 3 prints the 2025 North Carolina row as 2005.
Trua Senior Living Locators had 5 outlets at the end of 2025: 4 franchised and 1 company outlet. The franchisor began offering franchises in July 2023. The first franchised outlet opened in South Carolina in 2024.
Three franchised outlets opened in 2025: two in North Carolina and one in Georgia. No outlet was terminated, not renewed, reacquired, closed or transferred from 2023 to 2025.
Six franchise agreements were signed but not yet open at December 31, 2025. They are in Colorado, Florida, Kansas, Massachusetts, Nebraska and South Carolina, and the franchisor projects all six to open in 2026.
The territory is not exclusive. Item 12 says a franchisee may face competition from other franchisees, company outlets and other channels. A franchisee who places a client in another franchisee’s territory receives 30% of the placement fee and the other franchisee 70%.
Questions we get asked
Questions owners ask
How much does it cost to open a Trua Senior Living Locators franchise?
Item 7 estimates $73,150 to $119,095 for one territory, including the $52,500 initial franchise fee and the $7,500 onboarding and training fee. For two to six territories the estimate is $115,650 to $291,595. The estimate assumes a home office.
What fees does Trua Senior Living Locators charge?
A royalty of 8% of gross sales with a minimum of $650 a territory a month, and a brand development fund fee of 2% or $300 a territory a month, whichever is greater. The technology fee is $200 a month and accounting software is $125 a month. Owners must spend at least $1,000 a month on local marketing, plus more for each additional territory.
How much revenue does a Trua Senior Living Locators franchise make?
The one franchised outlet in Item 19, in Greenville, SC, reported $309,609 of gross sales in 2025 from 81 placements. It covers two territories and opened in November 2024. The company outlet in Fort Mitchell, KY reported $677,760 from 135 placements.
How much does a placement bring in?
In 2025, gross sales per placement were $3,822.33 at the franchised outlet and $5,020.44 at the company outlet. The care community pays the referral fee.
What are the main running costs?
At the company outlet in 2025, direct labor was 37.38% of gross sales and the seven other disclosed expense lines were 2.72%*. Item 19 does not report net profit or costs for the franchised outlet.
How many Trua Senior Living Locators locations are there?
At the end of 2025 there were 4 franchised outlets and 1 company outlet, with 6 more franchise agreements signed but not yet open. No outlet closed or left the system from 2023 to 2025.
Questions worth putting to Trua Senior Living Locators
These are questions the filing leaves open. An owner or a buyer can put them to the franchisor directly.
- Is the revenue in Item 19 gross sales or collected revenue, and how many locations sit below the average?
- Which factors does Trua Senior Living Locators see in its highest-selling locations, such as territory, years open and staffing?
- How long does a new location take to reach the average you publish, and what does the build-up look like month by month?
- At what level of sales do the minimum charges stop applying and the percentage take over?
- How many Trua Senior Living Locators locations closed, were sold, or changed hands last year, and why?
Run your own numbers.
The Franchise Numbers Check runs the same checks on your own numbers. It scores where you stand and compares you with Item 19 of your brand’s FDD. It works out what one location earns and spends, and builds a 13-week cash forecast. It also checks whether you are ready to open another one. It is free and it runs in your browser.
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Other brands in the Senior Living Placement guide: Amada Senior Care · Assisted Living Locators · CarePatrol · Oasis Senior Advisors · Prime Senior Placement · Senior Care Authority.
Questions owners ask next
The figures above raise these, and each one is answered on its own page.
- At what level of sales does a minimum fee stop costing me more than the percentage?It works out the sales level where a minimum fee stops applying.
- How much cash do I fund before a new location covers its own costs?It builds a 13-week forecast for the months before break-even.
- What does this location earn on the money I put into it?It works out the payback period and cash-on-cash return for one unit.
- How much of Item 19 can I rely on?It explains what an Item 19 financial performance representation tells you and what it leaves out.
Where these figures come from
Every figure here comes from Senior Living Locators Franchising, LLC’s 2026 FDD and is unaudited by us. We are unaffiliated with the brand. Calculations of our own are labeled where they appear. The figures describe past performance at other businesses and are not a projection of yours. This page is an educational summary. It is not an offer to sell a franchise, and it is not financial, legal or tax advice. Trua Senior Living Locators is a trademark of its owner. How Averan reads a Franchise Disclosure Document.
These figures come from the brand's disclosure. They are not a forecast, an offer to sell a franchise or advice. Source: Senior Living Locators Franchising, LLC, 2026 Franchise Disclosure Document, issued 10 February 2026.