Sincerely appreciated
Thank you
Sharon
Sharon, Speirs
General Manager
Vancouver, BC
Office: 778.279.3634
sspeirs@thekey.com
TheKey.ca <https://thekey.ca/>
[image: TheKey]
On Tue, Oct 21, 2025 at 2:36 PM Chris Gerard <chris.gerard@thekey.com>
wrote:
> Approved.
>
> Thanks Sharon
>
> Sent from my iPhone
>
> On Oct 21, 2025, at 1:26 PM, Sharon Speirs <sspeirs@thekey.com> wrote:
>
>
> Hi Chris and Melissa,
>
> I am writing to share urgent client feedback regarding the recent rate
> increase notification. Three clients have contacted me directly and
> expressed significant concern; I want to ensure we address these issues
> proactively.
>
> A common theme among those who contacted me, particularly in the Victoria
> area, is that they began service in February 2025 (approximately eight
> months ago). They do not view this increase as "annual," as it does not
> align with their anniversary date.
>
> Below are the details of specific client cases I have handled thus far:
>
> **1. Klaus Hoffman**
> * **Service Start Date (SOC):** February 3, 2025 (8 months).
> * **Contacts/POAs:** Lorea Chilton (stepdaughter) and her brother.
> * **Current Situation:** I recently spoke with Lorea, who is highly
> stressed about the new hourly rate. While she is adamant that care
> continue, her brother wishes to cancel due to financial constraints,
> exacerbated by the slow sale of the client's home in the soft Victoria
> market.
> * **Business Decision:** I lowered the rate by $1.00 to $44.00/hour. This
> adjustment prioritizes client well-being and retention while demonstrating
> respect for their tight financial situation. The rate increase letter
> directly contradicted my efforts to maintain this valuable client
> relationship.
> * **Status:** Receiving 33 hours/week at $44.00/hour (50% margin). Weekly
> billing is $1,546.00; lifetime revenue is $36,971.63.
>
> **2. Lynol and Shirley Mack**
> * **Service Start Date (SOC):** February 3, 2025 (8 months).
> * **Contact/POA:** Brent Mack (son).
> * **Current Situation:** Brent had previously negotiated rates to keep his
> parents at home, as accountant estimates suggest their funds will run out
> in four years. He was quoted $46.80/hour initially and expected an annual
> increase after one year. He was extremely upset by the premature increase
> and felt the previous owner had taken advantage of him. Despite being happy
> with our service, he is now exploring alternative agencies because he feels
> the current arrangement is unsustainable long-term.
> * **Business Decision:** I reached out to Tim, and we decided to lower
> their rates to $43.50/hour for daytime shifts and $45.00/hour for
> overnight. I believe increasing each day part rate in February 2026, after
> the one-year mark, would be appropriate as normal business practice for
> this involved family who strongly wishes to keep their parents at home.
> * **Status:** Receiving 172 hours/week (48% margin). Weekly billing is
> $7,674.00; lifetime revenue is $205,234.20.
>
> **3. Mary Carson**
> * **Service Start Date (SOC):** February 3, 2025 (8 months).
> * **Contact/POA:** Janet Lister and Ruth Jackson (daughters).
> * **Current Situation:** Janet called me over two months ago to discuss
> the $48.00 overnight rate, indicating their mother would likely move to
> Amica, necessitating the cancellation of overnight care due to financial
> concerns. I asked Janet what would be needed to retain their business and
> support the transition. She requested that we keep everything in place for
> now, as her mother loves her team, but that they need to reassess what they
> can afford. Mom has now moved into Amica. They did cut down the hours but
> kept 24-hour overnight coverage and two 12-hour day shifts at $43.00 per
> hour.
> The email being sent states that the overnight rate increased to $49.92
> resulted in them sharing that they would ending service as soon as the new
> rate goes into play. I am not positive it will make a difference if I go
> back to them stating we will keep the current rates.
> I would like to if we can approve this.
> ***Status*** Tier 1 client, lifetime revenue of $72,164, current hours 48
> weekly, margin 54%
>
> I will continue to compile a comprehensive list of all concerned clients
> and forward it to you. I have approximately 2 other clients who left
> messages today, and I will contact them to understand their specific
> concerns.
>
> Please advise on how you would like me to proceed with the rate
> adjustments for the clients outlined above.
>
> Best regards,
> Sharon Speirs
> Sharon Speirs
> General Manager
> sspeirs@thekey.com
> Mobile: (778) 991-3361
> Office: (778) 279-3634
> TheKey.com <https://thekey.com/>
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