A Conversation with Tracy Lux

In honor of Trace Marketing's 10th Anniversary

Q. What was your biggest challenge in starting?

A. Having the courage to give up a great position in the corporate world and start a new business venture with no guarantees.

Q. Has the business evolved in the last ten years the way you had planned?

A. I had just planned on doing consulting, but based on client demand I created a small boutique ad agency and executive search firm as well. Very early in 1991, our first year, our clients requested these services, so I said "yes."

Q. What are the different types of businesses you have worked for?

A. We have truly specialized in the "mature" market. Because I had experience with everything from the Active Adult (55+) to Continuing Care Retirement Communities and Assisted Living Facilities, we have been able to serve a broad spectrum of clients and take advantage of market cycles.

Q. In the last ten years, what has been your most satisfying experience?

A. Having the opportunity to be involved at the front end of planned communities is very satisfying. I truly enjoy working with the entire development team by taking the results of our research and applying it to land planning and product development.

Q. What has been your greatest challenge?

A. Working with clients who are experiencing serious occupancy and sales problems and keeping them focused toward success.

Q. What have been your major accomplishments in the last ten years?

A. First, hiring and coaching a great staff of professionals. Seeing them develop in a growing industry with unlimited potential has been one of my greatest accomplishments. Second, having the opportunity to author training courses for NCOSH and NAHB, as well as my own company, has been another great success for Trace Marketing.

Q. What has made it all worthwhile?

A. My relationships with clients and seeing their successes. Just knowing that my work has helped their staff to do a better job as well as delivering better products and services to our older constituents makes it all worth while.

Q. What do you see for the future?

A. Staying energetic so that I can travel to clients all over the country and continuing to grow my business ... the possibilities are endless!