Alright – so today we’ve got the honor of introducing you to Ashton & Dustin Godfrey. We think you’ll enjoy our conversation, we’ve shared it below.

Ashton & Dustin, thanks for joining us, excited to have you contributing your stories and insights. One deeply underappreciated facet of entrepreneurship is the kind of crazy stuff we have to deal with as business owners. Sometimes it’s crazy positive sometimes it’s crazy negative, but crazy experiences unite entrepreneurs regardless of industry. Can you share a crazy story with our readers?

To establish an assisted living facility, the installation of fire sprinklers is a mandatory safety measure to protect residents in the event of a fire. Back then, our financial resources were limited, prompting us to negotiate an agreement with a fire sprinkler company. Our proposition was simple: if we provided labor assistance, they would reduce the cost. Fortunately, the fire sprinkler company accepted our offer, which brought the cost down to a level that aligned with our budget.

The installation process began with mapping out the precise locations for the sprinklers within the house. We marked these spots on the roof and drilled 3-inch diameter holes in the sheetrock. Once this preliminary work was completed, the majority of the installation took place in the sweltering attic. Given that it was still summertime in Arizona, the attic became unbearably hot. To combat the heat, we decided to commence our work on the fire sprinkler system after 7 pm when the temperature began to drop. In the attic, amid the uncomfortable insulation, we diligently searched for the holes we had drilled earlier, allowing us to install the necessary piping and sprinklers. We toiled throughout the night until midnight, only to return the following evening to continue the work.

The installation of the fire sprinkler system was anything but easy. I juggled this demanding labor with my day job, which started at 6 am. The stress of completing the fire sprinkler system, while also providing for my wife and our soon-to-arrive son, left me with very little sleep. Despite the exhaustion, I persevered, and after several days of dedicated effort, we finally completed the system.

The pivotal moment came when we filled the piping with water to ensure there were no leaks. As the water flowed, we were confronted with an unexpected challenge – water spouted from the attic at the front of the house. In a rush, we shut off the water to prevent any damage to the sheetrock or other potential issues. The cause of the problem became clear: I had neglected to apply glue to one section of the piping near the front of the house. This particular area had nearly two feet of insulation and presented a confined space with intense heat, making the task exceptionally challenging. Fortunately, due to our swift response, no lasting damage occurred, and we resolved the issue by climbing back up and securing the pipe with glue.

This experience underscores the unpredictability and challenges that arise when starting a new business. You can expect the unexpected, such as water shooting out from your attic. However, it also highlights the significance of being resourceful, even to the extent of providing labor to reduce costs and meet budgetary constraints. I am delighted that our determination and hard work at Estancia have culminated in creating safe and nurturing homes for our senior residents.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I grew up in the small town of Taylor, Arizona, and my journey into the world of construction began at the tender age of 8 when I started working alongside my father, helping him build houses. My early tasks included passing him tools and cleaning up the inevitable mess. As I grew older, my apprenticeship continued, and I learned the ropes of house construction and how to operate heavy equipment like loaders.

Upon graduating from Snowflake High School, I ventured into higher education. My path led me to Thatcher, Arizona, where I enrolled at Eastern Arizona College for a single semester. If I’m completely honest, I did more socializing than studying during that time. Subsequently, I returned home to prepare for a mission trip in line with my religious affiliation. I was assigned to Houston, Texas, where I served in the eastern areas of the city.

During my mission, I underwent significant personal growth, particularly in my ability to engage confidently with others. Throughout my life, I had been the introverted, shy kid, struggling to maintain eye contact while conversing. My mission experience transformed me, enabling me to meet people’s eyes without concern for others’ opinions. I learned to accept that I am responsible for becoming the best version of myself and pursuing my goals, regardless of external judgment.

At 21 years old, I completed my two-year service mission and returned home with aspirations to complete my education, find a life partner, and start a family. I relocated to Mesa, Arizona, enrolling in Mesa Community College, where I embarked on a journey to become a Physician Assistant. I earned my associate’s degree and planned to continue my education at Arizona State University to finish my degree.

However, a compelling opportunity presented itself when my cousin, who is also my business partner, proposed the idea of launching an assisted living business. The notion of becoming my own boss and creating something meaningful for our community captivated me. Consequently, I decided to forgo returning to school and embarked on the journey of building Estancia.

It’s essential to acknowledge that building a business is a far more challenging endeavor than one could imagine. Daily challenges and personnel management are an integral part of the journey. It necessitates enduring a period of financial strain while dedicating time and effort to an endeavor with no guaranteed outcome. The knowledge that failure could set me back in my academic pursuits and the support of my family weighed heavily on my mind.

Nonetheless, I take pride in the fact that my cousin and I have persevered through the tumultuous times over the past 6.5 years, with many more to come. Having the right business partner, one who is committed to weathering the storms, is crucial to building a successful business. The temptation to give up and walk away when the going gets tough is ever-present. To succeed, one must possess the determination and resilience that have brought us this far.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

One valuable lesson I’ve had to learn in the process of growing a business is the art of relinquishing control and placing trust in others. As a self-proclaimed perfectionist, I’ve always strived for flawless outcomes, yet I’ve come to realize that this pursuit of perfection is often unattainable. I’ve had to adapt to the idea of letting go of minor details that bear no substantial impact on life. It’s essential to find a middle ground to foster harmony among employees and ensure they’re motivated to give their best efforts. I’ve discovered the power of encouragement over criticism, choosing to uplift instead of tearing down and offering praise rather than accusations. While there are moments when standing one’s ground is necessary, I’ve learned that, in the grand scheme of things, negotiating and finding common ground tends to create the most conducive work environment. This environment encourages everyone to strive for excellence rather than chastising them for not meeting my personal vision of perfection.

What’s been the most effective strategy for growing your clientele?

I’ve discovered that the most effective approach to expanding one’s clientele is to uphold the integrity of your promises. It’s crucial not to engage in dishonesty or exaggeration to present your business or services in a better light than they truly are. While this approach might initially attract individuals to your assisted living facility, failing to deliver on your commitments can result in disappointment and resentment. Such unfulfilled expectations can erode trust, leading to negative word-of-mouth and damaging your business reputation. Conversely, when you consistently honor your word and deliver on your promises, this fosters trust and cultivates a loyal word-of-mouth clientele. These clients are not merely seeking your services; they’re drawn to you based on the glowing recommendations from their closest friends and family members.

Contact Info:

• Website: seniorcaregilbert.com
• Instagram: estancia_assisted_living