Behind the Scenes of Naptown Nannies: How Christine Lasser Built Her Nanny Agency

Danny – Enginehire (00:02.638)
Hi Christine, thanks so much for joining us on the podcast, how are you doing today?

Danny, I am doing fantastic. Thank you for having me today. It’s such a pleasure. to be here.

Thank you so much for joining us. It’s such a pleasure to have you here. So really, would love to start with like, you know, tell us a little bit about your background and how you got into the industry.

Sure. Let’s see. It seems like probably many of us in our industry have a similar story that I was the neighborhood babysitter from probably age 10, always just loved kids and was drawn to kids and babysitting. I was like mother’s helper. I always babysat through high school, college, that type of thing.

I majored in business, so I wasn’t an education major, but after I graduated from Syracuse, I did a year teach abroad in China program. So that was an amazing experience. I taught like 50 kindergartners and it’s funny because I had kept some of the things like art projects and things like that that I had done with them and just looking back showing my daughter recently and I’m like, my gosh, this kid is now 30. Like this, now I’m feeling like really old because it was a while back, but really, you know, amazing experience. And when I returned back to the States, it kind of got me into like more formal nanny and I’d always kind of just nannied for friends and things like that. But, there was, I’m from the South Jersey, Philly area, and there was an agency there called Neighborhood Nannies, and it was run by Sandy Constantino. And she’s kind of an icon. I don’t know if you know her, Danny, but she is, she was one of the founding members of INA. Sandy just has like the warmest personality, like just so loving, so wonderful. And so I started nannying through Neighborhood Nannies. And as I was kind of figuring out my next career path, I was placed with a family, like long term for like a year position, and just loved it. Like just, you know, they came to my wedding, like they, you know, were part of my life. So after I had been

I kind of got a job in sales and moved to the Annapolis area where I am now. And I was ready for something else. And I saw that I at the time did not have my own family, but just really saw a need. Annapolis is pretty transient. We have the Naval Academy here. So there’s people kind of coming in, you know, DC and Baltimore are close. And I was like, how do people find good people? Like how do they find people to help their family? And so I decided to quit my sales job and go from, know, a nice salary to nothing. And I just created my agency called Nap Town Nannies. And, you know, it’s funny because it’s like I didn’t know better, right? I didn’t know what I didn’t know. I kind of you know, had some business skills and I knew the industry somewhat, but I just kind of jumped in and Sandy really in those early days was very, you know, she was so helpful to me and so, you know, kind, taking me under her wing. And at that time there wasn’t tons of community, I would say, like there is now. That was back in 2012.

So there wasn’t like, know, APNA was there, but it was really kind of like for those agencies who had been around forever. And you kind of felt like, I’m like the newbie and I don’t think I belong in that league quite yet. And so there really wasn’t, you know, that, you know, that community that is, that we have now, which is so amazing.

and then, so yeah, and then that’s how I kind of, just got started. just decided, you know, I’m going to find some great team members to help me. And in terms of nannies, it’s like hard when you start, right? It’s like, do I get the clients first or do I get nannies first? Like it’s hard to balance, how it goes, but so I think I kind of did it in Tanda.

you go? what had happened, I remember specifically, I had, you know, I did one of the things that I always did with my business is I plugged into my local community. did that from the beginning. And so I never advertised. I, I never, you know, a little bit, but like I would, for example, you know, at the time I didn’t have kids, but I would go to the schools like private and, and local schools and like donate.

A service for their auction. And then I would go and then, you know, they would see my brand and I kind of got in that way by like giving back to the community. used to run like a big, it was called Kindness Rocks. I would, we would at this local winery, it was like a kids event. brought like, a band, kids band, everyone would paint rocks of kindness that we would put all over around the community. So I really tried to like use my connections in the community to build my brand here. And so I remember that I had, I was at one of these like auctions or something that I donated and I was at like a table and parents were coming around, I met this one mom who needed a summer nanny. I was like, well, this is this is the easy I do this. Let’s, you know, go that’ll be like one of my first ones. Well, something happened where it didn’t the girl couldn’t I don’t remember how it didn’t pan out. And I was like, you know what, I’ll nanny like while I’m starting the business, she needed three days a week. And it turned out to be amazing because I was new to Annapolis. I didn’t have kids of my own. And I was taking these kids to the pool and meeting moms and giving out my card and, you know, just like undercover networking. That’s what I feel like is maybe a strength. So, so yeah, so I ran my business for, you know, about 12 years, I guess. Right after COVID, I decided that 2021 was a hard year. I made it through COVID as I know you did Danny with your agency. Somehow, just figuring it out. The laws are changed. Can I send someone in? Can we not? What’s going on? But by 2021, think quite honestly, I was just very burnt out being a one woman show.

You know, I was doing the recruiting, I was doing everything. I was having, you know, difficulty with finding good people and like just quality people for these positions. And I think for me, that was like getting frustrating where I’m like, I have these jobs, but these people aren’t showing up for interviews. And, you know, I just was starting to get a little bit burnt out quite honestly.

And the opportunity came around for the agency partner position at GTM. This is how you and I really met, which was amazing. Like we wouldn’t have gotten connected if it wasn’t for GTM. So they had approached me because I would always recommend my clients. That was another thing that I have always been a nanny and

now, and by the end in that span, I also had three children. like, also, you know, raised raised children while I was, you know, during my agency. But, you know, being a mom, being a nanny myself, you know, treating the nannies, you know, in a certain way and making sure they feel respected and making sure they are paid legally that has always been extremely important to me and, you know, in my agency and advocating for fair and legal pay and all of those things. And so I always sent my clients to GTM. They ended up having this agency partner manager position open. And I decided I was ready for a change and went over there. And it was, you know, it was amazing because I was able, you know, I think I had mentioned this before, but truly there were not even from, would say like 2012 to 2020, like, maybe I was just in my own lane and bubble here, but there just wasn’t the nanny agency community that we have now and the sharing of ideas and lifting everyone up. And it’s just so awesome to see.

because it’s so needed and especially if you are running an agency alone, like I get it. Like it’s, it’s a lot. And this is a very like emotional business. We care. We’re not in this to make millions of dollars. We’re in it because we love connecting people and it’s hard. Like it’s a hard industry to be in with when you started like your agency, what, is it that you would have done differently now? And I also at the same time, I want to know like the kindness rocks. Was that like you were doing that separately to begin with and then you kind of crept in or was that something that you were doing with with your agency and you’re like, we’re going to go in with kindness rocks, which is very cool. Yeah. So to answer your question about what I would have done differently, would have, you know, I wish that I either sought out or created community earlier. I think that would have helped me a little bit in preventing like some burnout because I was doing everything, you know, everything we had talked about this, you know,

jack of all trades, like I’m doing a little bit of everything, which I, you know, I thrive doing many things, but it’s also, you know, sometimes you’re like, this is the part of the business that I really like and excel at. And this is the part of the business, you know, that is not my forte. For example, like I’m not a finance person, right? Like that’s not my like favorite thing to like be in spreadsheets and be like predicting sales. But that’s a really important part of running an efficient and effective business. And I see that now, but it’s so hard when you’re in it and you’re just kind of like treading water and you’re like, I’m going to help this family. I’m going to find this. And I didn’t feel like I really allowed myself time for like planning. Like at the end of the year, I’d be like, okay, like how did that go?

You know, there wasn’t a lot of downtime to be reflective about like setting goals and trying to achieve them. So that’s something that I think that I probably, you know, I set like personal goals, right? Like every year I have the kids, we sit around like New Year’s and we look back and we say, these are all the things that we did this year. And then these are the things that we want to do for this next year.

And I just didn’t make the time to do that for my business. And I wish I did.

Yeah, when I kind of learned to do that as well, that is part of my New Year’s Eve as well. And the ones that I don’t accomplish, they stay back in the jar for the next year. Unless I go back, that’s not relevant.

Like, I don’t, that’s off the list, I don’t care.

Danny – Enginehire (13:36.662)
Yeah, exactly. So like, with creating community, is there something in that that you would have, wish you had done that better? Or like, would like, because now like INA is such an available thing and there’s a name, Lusa, there’s so many other community things. Would you just like tap into one of those and, you know, just, I don’t know, what would you do with it really?

Yeah, think, so I think I, you know, did a very, I think I did a good job at creating community in my own like local community. that to me was very natural. and you know, I love being, you know, I’m a social person. love being with people. so figuring out how I can connect ancillary businesses and different things like that to me, like,

gets me excited and is like, it’s not even almost hard because it’s just like, it’s a natural thing, right? So I would do different events, like an expecting mom seminar. And I had it at like our local children shop. And I brought in a woman who was like a pre and postnatal trainer. And she spoke a little bit. And then I brought in like a sleep consultant. Like that green of community, I feel like I did well. But I feel like I wouldn’t, you there wasn’t a nanny agency community like there is now. And I just think it is so important. remember, you know, meeting, you know, like people at like the different conferences and you’re just like, my gosh, you get it. Like you get this crazy story that I was like, how do I handle this placement? And they want. Like I did everything that I could and now they’re trying to like, whatever it was, like, it’s just so nice to have other people that understand the industry and get what you’re talking about. And so if I could have, you know, all of, you know, these groups and these, you know, consulting groups, like what Megan Mexico is doing, what Stephanie, like all of these consultants and kind of groups are so valuable to people starting out. You know, there’s always ways to do things better. And I think it’s kind of, the learning piece of it is huge. And that’s, I just, I always loved if I could make money in my budget to go to a conference, I always tried to like carve it out because I would come back and I would feel so energized and I have so many ideas and make so many contacts. But then, you you would make the contacts, but then sometimes you wouldn’t see them again for a year, right? Where it’s not like that now. Like there’s these communities where look at all the things that APNA is doing for masterminds. I mean, they’ve really like just made it much, you know, more accessible for everyone. And it just, lifts everyone up. makes everyone better. And so it’s just been so great to see. And yeah, I just wish it started earlier, but you know, I’m in it now and I feel very fortunate to be in this community. mean, I love this industry and I feel like I have morphed into like a thousand different versions in this industry, but I just really can’t kind of stay away because this is what my passion is.

And this is my, these are my people. You’re my people, Danny. You’re you’re my people. Glad to be your people. You know, you had mentioned, you know, so there’s kindness rocks, not the expecting mothers seminar. How does somebody put that together? That seems like a superpower that a lot of people could probably really use advice on because it comes so naturally to you. But like building that local community, that’s how you get like the the families to reach out to and probably the nannies at the same time and we’re totally. Yeah. So like I said, think like, like I do, like everyone would say, Christine, you should have been an event planner. I’m like, I would have only wanted to like be an event planner for like the, like my events, like, because it’s a super stressful job. Anyone that does like weddings, like more power to you, because that is like, wow, extremely stressful. But I think for me, because I love bringing people together, it is so natural. so I would just always look at opportunities. Like we have here in Annapolis, we had like, they called it, I think it was like the Nap Town Kids 5K. Well, that’s like a super, that’s, that correlation is so easy to see, right? So I, you know, found out who the event planner was, or like the organizer was, figured out how we could get involved. You know, I didn’t have a big budget and I think another like skill that I would say that I have is that I do a lot with a little. I always have in terms of like getting the best hotel for the best deal, like personally, whatever it is, to like making a small marketing budget last or positioning something to be a value add. So I just remember like I couldn’t afford like, you know, they had $5,000 sponsorships or something like that. I couldn’t afford that, but I met with the organizer. I said, this is what I’m able to give, but how about I bring my team of nannies, who by the way, were wearing pink Naptown nannies shirts to volunteer at the event. We’ll run the water stations. We’ll do like some stuff after like, just real simple, putting like little tattoos on after the thing.

and we’re showing our community support. And so they loved it. It was a no-brainer for them to have us involved. I got my logo on their shirt, like the Annapolis Youth 5K. And then it was something that we did for several years. So I was always budget conscious because I had to be, but I also was willing to spend money where I knew I was

giving back to the community. then, you know, and then it was eventually hopefully coming back to me. But you can’t always, you know, you can’t always measure it. So that’s why it’s hard with marketing initiatives, because it’s just like, it’s slow brand building. Like you’re not, yes, sometimes you’ll get that immediate call, but it might be like a year or two later where someone says, my friend ran in that race and she had your shirt and I called you. So you just have to figure out what works. You do have to have a budget and stick to it. And sometimes you try stuff and it works and it sticks and sometimes doesn’t.

I think like this undercurrent of like this community thing of like, and making connections, like it all goes together really well. And I love that, you you parlayed, you know, what you do have into something that not only like built up, but like also built your connection with the community in such a way. And I think it’s really interesting of like where you could like then take that, that you did that with your nannies.

Danny – Enginehire (21:36.526)
And then like post that all over places and mom’s groups. know, why don’t you come to this, you know, uh, event we did it last year. I just wanted to make sure you knew. And like, you can just keep doing that investment that you did. Uh, and you know, I keep, you know, building upon it with like, where does it touch people that makes a lot of difference. And they go, Oh, like, yeah, yeah. Nap town nannies. Like they actually support the community. Like if you go out there and meet them, they’re real people. That’s not just, uh,

website, you know, there’s more to it than that.

Yeah, we are, you know, we’re in the business of selling trust. We’re selling, you know, we are, we’re human connectors. And so there’s nothing more important than humanizing it through giving back and, know, and creating connection and community. and it’s, it is just so important. mean, I never like it was the client flow was never the problem.

It was finding nanny, enough nannies to meet the demand and, you know, end care professionals that met my standards. You know, I, which I know, you know, is not possible depending on the size agency that you are and, you know, if you have multiple locations, but I went and met every single family that used our services. And I think

Again, you know, the nannies knew, like I was like, listen, I was a nanny. am a mom. Like I am not going to send you anywhere where I would not, where I wouldn’t feel comfortable. Right. And so I really like the quality control on both ends was extremely important to me. And, you know, I was small. stayed small for a reason. and it’s certainly harder to do it as you scale, but I think if you can get those things in place as much as you can, that it does make it easier. the nannies knew that as much as the clients were my paying customers, without them, I didn’t have a business. And so I made it a point as much as I could to make sure I sent them something for you know, international, you nanny appreciation week or at the holidays, like I would send each of them like a manicure, just little things to let them know that I just appreciated them so much and appreciated all of their expertise and love that they poured into these families. And, you know, it was, I had posted like when I was kind of winding down operations in 2021, you know, like, thank you to everyone, like, thank you for these.

You know, 12 years and the stories that like people were like texting me or writing and they’re like, my gosh, Christine, like, thank you. Like you introduced us to this, you know, our nanny who became part of our lives and we attended her wedding. Like we are creating like lifelong connections. It’s so amazing. And I just feel very fortunate to be able to have done that and to continue to do that in different capacities in this industry because that’s what it’s all about and creating, know, impacting people. And so, you know, we’re really fortunate to be able to be in this industry.

Well, it seems like, you know, it’s definitely worth mentioning that, you know, especially in your case, but in all cases, it’s okay to pivot, like, you know, to wind down the agency. You could start back up if you want to. you can, there’s a lot of room in the industry to move around into places where you can make a really good impact because probably the community is so strong. Maybe it’s even stronger for you just because like you’re good at like cultivating those relationships.

Danny – Enginehire (25:48.246)
I also, I have to ask, like you had mentioned like client flow was never a problem. And you also had mentioned earlier that like Annapolis is like a place where there’s, it just happens to be that there’s a lot of clients. Like, is that part of it or was there something else that like you’re doing that like made it like the people just wanted to reach out to you? Like, was there other nanny agencies that you’re like competing with or like, what, what was going on? The client flow was just like never a problem for you. That’s amazing. What a problem to not have.

say, you know, I was hyper local, right? So people knew if you need a childcare, you call Christine. Like they just, you know, I was, and there’s certainly, there, you know, is another agency in town now, not when I started and she’s fantastic as well. But, you know, I just think that I really just like kind of infiltrated myself in the community so much that it was just like a word of mouth thing.

That people knew that I was the person that could help them and wanted to help them. And so, you know, it is hard when you’re in a larger metropolitan area and you’re trying to differentiate yourself and there is competition. But even like, I had kind of started when care.com was just kind of really getting started. And I know

You know, there was a lot of kind of, you know, people, agencies were worried and they were, you know, they were worried that they were going to lose clients. I never saw care.com as my, as my, you know, competition, quite honestly, like there’s like, this was a concierge service. You are getting me, you’re getting me. My husband would joke that like, I worked more than a doctor. Like I would like take calls, you know, And that’s not always good too. Like you have to protect your, you know, and those are things that like you learn, like protect your peace sometimes and you need to have office hours and you need to be able to step away from your business. Like not all of it was good. It was just what I was doing at the time, but they felt this connection to me. And even if I couldn’t help them, they knew that I care. And I think that that’s the biggest thing is when you’re not gonna be able to help everyone and not everyone that calls can afford your services or can, but if you truly just like listen to them and try to help them, if that isn’t the right avenue, just giving them some advice about how they can find a local daycare in their area or just connecting with them, I think, you know, it is so hard being a parent and being a working parent and trying to find, you know, coming back from maternity or paternity leave. if you talk to people, like that is the most stressful time in their lives, people will say, because it’s just, there’s not a lot of support. There’s not a lot of, you know, if they’re on a daycare list, they don’t know when they’re going to get in.

But they have to return to their work. anything that we can do to, again, just humanize it and care and connect, that’s just so important. And it might not be, again, we might not get the placement or the business from them, but they won’t forget the way that we made them feel and they’ll tell somebody else. And I think if you just really and truly go into your business, always, having that mindset, it’ll work out. It’ll all come back to you. so it’s just, it’s a dynamic industry, I will say. You care so much and you want it to be a good situation for everyone.

Well, I have a feeling you’re that type of person naturally that’s not afraid to share. They’re like, Hey, I run an agency. I could help you. Like, like the, know, you were saying that like you like in an incognito way, almost like you’re taking the kids to like the swimming pool and stuff like this. And like you’re around all these other people that could maybe use your service. And I think that you were naturally like not afraid to approach them and let them know. They’re like, Hey, I can maybe help. Yeah.

Christine – Nap Town Nannies (30:30.03)
I’m like a lesson that a lot of people need to know is like, you don’t have like, as long you feel like you’re helping someone, like it’s, right. It’s not like salesy, right? It’s like, and that is such a funny point because the other day I was, just started doing bootcamp this, this month. was like, I am like prioritizing my health and, doing this for me. So I’m leaving bootcamp and this, this guy and I are leaving at the same time. I was introduced to myself. I hadn’t met him before and he was like, I was like, are you coming to this night class? And he’s like, well,

We have a four month old. So my wife comes at the morning time and I come at night and we kind of switch. And I was like, well, by the way, I’m in the nanny industry. So like, if you need, you know, help, like, just let me know, just like as we’re walking out. Then I told him that, you know, I was like, we do, you know, I help with some like corporate backup care things. And he’s like, and by the, he’s like, no way. He’s like, I own a healthcare company. So.

Like this is the thing, like you cannot be afraid to talk to people and to just like, if you’re not, if you’re truly just like not selling, think that’s when it comes off as natural and, even like for nannies, like if I saw someone in a store that had like, I could just tell they had that attention to detail and you know, I would go up to him be like, do you, don’t by chance have childcare experience, do you? And like slip on my card.

Danny – Enginehire (32:08.526)
Wow. This needs to be underscored for people. That’s amazing. And so I’m wondering, like, you have such a unique career path. You you’ve done a lot and you continue to pivot and grow. And your connections have led you to a lot of cool places. Like, what do you hope your story

teaches others that like, you know, they’re feeling stuck or unsure about their next move, or maybe they’ve also felt burnt out or maybe they’re starting their agency. Like, where do you, where do you want to like share like what they could be learning from like you? Wow, that’s a big one, Dani, goodness. Well, I think, I think, you know, I haven’t always, like things have kind of naturally progressed in a certain way. And I don’t think that I’ve always been so strategic about how I have pivoted. But I think that I have tried to like, to listen to myself.

And if I’m not having fun and it’s not serving me at that time, then I know that it’s something that needs to change a little bit. so I, my, you know, advice would be, don’t listen to yourself. And there is going to be rough patches and it’s going to be hard at times. And hopefully you do have that community that you can lean on. because that’s not.

you you can’t just get out because it’s hard, right? But I think deep down, if you know that this isn’t whatever you’re doing is not your passion anymore, then it is time to be reflective and say, you know, maybe there’s something that I can still give to this industry and I just have to figure that out or pivot a bit to do so. And so I’ve been very fortunate that I think it has come naturally. And I’ve been, you know, I’ve just had amazing people around me that have, you know, allowed me to still stay in this industry in the capacity that I can and to still give back. You know, one of the things that I think, you know, I had told you this, but, you know, I was working at GTM, but I was also starting to care for my mom who has dementia. She lives with us.

So I am especially a sandwich caregiver, caring for an elderly parent, also caring for my three kids that are 11, nine and seven. And so I knew that I wasn’t able to give the hours that they needed anymore and that it was time to take a step back and focus on my family for a little bit. And they were so gracious and so…

you know, worked with me to be able to kind of slowly cut back my hours and then and then kind of transition out. And now we have Kristen Nader there who is amazing for GTM. But so I think I have been so, so fortunate to have amazing understanding people around me that have allowed me to do the things that I need it both professionally and personally. And so I think if any of that feels off to you, it’s time to take a hard look about what you’re doing and how you’re doing it. And there’s so many ways that you can contribute your knowledge and skills. it doesn’t, certainly like, Nap Town Nannies was my first baby, right? I had that before I even had kids. And so like the idea of letting it go,

Like that’s sad. I, but you know, I think I mourned it for like a quick minute. And then I’m like, well, what’s next? This, you know, like what’s next for me, this, and, I’ll have to figure it out. And what’s next was I got this role as agency partner manager and I got to connect and really meet the community that I was, you know, so desperately wanting to connect with. just hadn’t had the opportunity to and then now I have pivoted, to doing some consulting, with the Nanny Network here in Baltimore. I’ve known Delaney for probably 15 years and, just love her. And I always, respected her, respected the way that she ran her business. Very similar to the way that I ran Naptown Nannies. And we had gotten together like a year ago for lunch.

And she was looking to kind of launch some new initiatives and ask if I would be willing to come on board consulting. And so that’s what I’m doing now. And I’m able to do that. And I’m still learning so much, but also I’m like, you know what? I have a lot to give as well. And so that part of it has really been so fun. And I think there is a…

a big opportunity to help someone work in their business, not just on their business, not just telling them how to do it, but kind of understanding how they work. And so that part of it has been really, really fun for me to be able, you know, I have coworkers, she has an amazing team. And I think like, you know, that was a part I was missing like.

You know, we’re working right now on a new website. And so today the new marketing or the marketing person and I were, you know, brainstorming about ideas for the website. Like that to me fills my cup. Like that’s, that’s fun and exciting. And how’s it going to allow clients to reach our business better and understand us. And, you know, all of those things that go into all the pieces.

as you know, of running an agency. so yeah.

Danny – Enginehire (38:37.379)
Christine, it’s been such a pleasure to talk to you. You’re awesome. Thank you so much for sharing all of this. Where should people go to learn more about like what you’re doing, connect with you or anything like that? Like where should they go to learn more? Yeah, I mean, find me on LinkedIn. like now I like all over LinkedIn. Love it. So please do connect me, connect with me on LinkedIn. I love to connect with other agency owners and nannies. And I am planning on being at Apten this year. I missed last year, which I was super sad, but I will be there. So I’m looking for, it’s like a reunion. Like I just love seeing everyone.

So I hope to see many of you in Scottsdale and I mean the location looks divine. Will you be there?

Maybe, probably. Me too, me too. So much for joining us.

Christine – Nap Town Nannies (39:34.488)
Thank you, Tammy. You’re so sweet. Thank you for having me. All right, have a great day.