Seven years ago I took a leap of faith. I challenged myself to lead a brand new company dedicated to delivering the best-in-class data. Those early days were a little scary for me. After 25 years working as an employee, I became an employer. Shifting from working for someone to working for myself meant I was stepping into unknown territory. Would I be able to find enough clients to make the business viable? Could I run a company? And could Sabal be successful? Seven years later, the answer is an unqualified yes. And so much more.
Seven years ago, we started with one full-time person (me) and two OG women who provide the skills I wish I possessed. Lashaun Scott set and maintains the financial foundation for us. She tracks every penny, ensures accounts are correct, and keeps us on the straight and narrow financial trail. Kathleen Gossman is the pen behind the scenes who shares our stories. They let me focus solely on the business itself. Together, the three of us have built the brand into something I am proud to own.
Over the past seven years, Sabal has delivered accurate and unique data lists to our clients. In that time, we’ve helped them identify the right audience for their message because we know each community’s audience is unique. That’s one of the reasons why we added two new women to our team in 2025: Angela Hamilton and Natalie Groeger. As our preeminent data guru and principal transformation officer, Natalie understands the vital importance and inner workings of CRMs like no one else. By mining the buried treasure in CRMs, she helps us deliver modeled data that delivers real and measurable results. Angela’s deep experience in senior living made her the ideal principal strategy officer. She brings hands-on knowledge and a keen understanding of how to take modeled data and transform it into a strategy and tactics that help communities achieve their sales and marketing goals. While all three of us have a love and passion for senior living, our unique skills mean we have the right person to help each individual client.
As I’ve watched the company grow beyond my initial dreams, I know it’s only because of our valued clients that this has been possible. Each and every community that has reached out to us has contributed to our success. And that’s not something I take lightly. I recognize our value when communities using our modelled data see:
- A 166.67% increase in new leads following a 3-month campaign
- A 29.73% sales conversion rate for new waitlist depositors
- A .47% response rate for direct mail
- A 35.71% decrease in lost leads
Those are not just “good” numbers; each one represents real people finding the right solution to their needs. It’s stronger alignment between sales and marketing teams leading to stronger communities. It’s the whole reason we’re in business.
As I look ahead, I’m excited about what the future holds. I know that our specialized capabilities are poised to increase the possibilities for communities who can think in new ways. Self-reported medical issues, high-worth couples and individuals, adult children of older adults, civil service retirees, and military veterans are some of the possibilities.
For marketing teams stretched thin, our new strategy package takes away the burden of creating a winning strategy and tactics to fill your pipeline. Our significant expertise in this industry means we understand and offer on-point ideas to help you connect and succeed.
As I pause to reflect, I keep coming back to the idea that no one builds or leads a company alone. As CEO, I’ve learned to lean in and on friends, family, and others who possess the skills I do not. Together, I know the future can be bright. And that’s thanks to each and every one of you. I hope you know how much your faith in Sabal means to me and our entire team. Here’s to the future 🥂.
