One of the things I've come to believe pretty firmly is that the most important conversations are often the ones people work hardest to avoid. This episode is a good example of that.

Jake Schoch is the owner of Assisted Living Locators of West Cleveland, and he does something that, when you hear it described plainly, sounds almost too good to be true. Jake helps families navigate one of the most stressful transitions of their lives: finding the right senior living situation for a loved one, and he does it completely free of charge to the families he serves.

That's not a marketing line. That's the model. Jake has built relationships with assisted living communities throughout the Cleveland area, and those communities compensate him when a placement is made. Which means when your family is in crisis mode: after a fall, after a diagnosis, after a moment where everything changes overnight, the last thing you're getting from Jake is an invoice.

We talked about a lot of things in this conversation that I think are worth sitting with. There's a real and persistent stigma around assisted living that Jake works to dismantle every single day. The word "facility" conjures something cold and institutional. The reality, especially in the assisted living communities Jake works with, is often a far more vibrant picture: people taking shuttle buses to the theater district, communal dining, genuine social lives. Going back to college is how more than one of Jake's clients has described it.

We also talked about the difference between nursing homes and assisted living that most people don't understand until they're already in the thick of a difficult situation. Knowing that distinction ahead of time is genuinely valuable.

Jake is also a committee member with the Alzheimer's Association and was part of the Cleveland walk that raised over $850,000 last year, outgrowing the Cleveland Zoo in the process. His commitment to this cause goes well beyond professional networking. It's personal.

As for goals, Jake called his shot clearly. Three new hires by December 31, 2026. And at least 15% of his placements will be pro bono for individuals who rely on Medicaid waivers, because those are, in his words, the people who need the most help.

That's the kind of goal-setting I find genuinely compelling. Not just revenue targets kept private, but a built-in commitment to the community baked right into the growth plan.

Connect with Jake:

📞 216-815-3131 📧

jakes@assistedlivinglocators.com

🔍 Google: Assisted Living Locators West Cleveland