My focus is entirely on referrals - toward that end I research referrals and share that information in several ways:

Referral Triggers is one -- and it's a differentiator.

Referral Triggers are not icebreakers, or elevator pitches; they stimulate thoughts in the listener, because all referrals start in the listener's mind. In the particular case of Referral Triggers the thoughts are "what is like, and what is not like, what I'm hearing." One way to capitalize on this is the opportunity to show the answers Referral Trigger questions on each Member's profile page. 

Action > Answer. Reaction > Thought. Result = referral.

I realized that marketing myself as a Positive Reinforcement trainer was a big differentiator for me. There are only a few of us out there. Also, having my certification differentiated from the bulk of other trainers as there are no licensing requirements to be a dog trainer.

The conventional knowledge about elder care advisors is that they are exclusively dedicated to placement. The key differentiation that I bring to the market is that I don't have a placement bias. I'm able to navigate families through multiple programs including Medicaid waiver coaching, and skilled nursing facility placement. These are just two examples of services that most placement agents don't focus on.  Positioning myself in the market without placement bias has served my clients because they don't feel like they're being sold into a single service. I'm able to truly meet them where they are an offer a solution that's authentic, and that best represents the needs of the older adult that requires care.

Being a serial, seasoned entreprenuer, I realized the experience and knowledge that I have brings value to my clients that my competition is lacking.