FRANCHISINGFEATURE SEPTEMBER 2019
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what’s new!
Fibrenew Celebrates Sponsorship of Pioneering Female Pro FMX Rider Kassie Boone Kassie Boone is one of only two women in the world who jumps 75 feet on a bike and performs Superman feet grabs, heel clickers and switchblades. She is a pioneering freestyle motocross (FMX) rider, touring this world with Monster Jam. And since she’s been competing for the last decade and a half, the now-29-year-old has had a longstanding sponsor: Fibrenew, the leather, plastic and vinyl restoration repair franchise her father Blair Boone runs in her hometown of London, Ontario. “When Kassie was five, she turned to me and said she wanted to ride professionally when she grew up,” Blair Boone said. “I would take her older brother and her to events — it was a family thing. She just caught on and loved it.” Fibrenew, founded in 1985, prides itself on being a flexible model that provides franchise owners the tools they need to grow their territory while offering them a business opportunity that helps them build
a legacy and support their families. Blair Boone’s franchise has done just that. “We’re so impressed with Blair and the support he gives to his incredibly talented and amazing daughter Kassie,” said Michael Wilson, CEO of Fibrenew.
“Blair embodies all that makes our franchise family so great — our owners are dedicated people serving their communities and also the ones they love.” For more information about the Fibrenew franchise, visit fibrenew.com
Wayback Burgers Partners with Uber Eats Wayback Burgers, America’s Favorite Hometown Burger Joint and one of the nation’s fastest-growing burger franchises, has partnered with Uber Eats. “We are excited to be teamed up with Uber Eats,” says Patrick Conlin, President of Wayback Burgers. “In today’s increasingly technological world, we are proud to offer our guests the convenience of having Wayback Burgers delivered right to their home.” Wayback has been prioritizing delivery this year, as this partnership announcement comes on the heels of the debut of the brand’s new, revolutionary delivery vehicle. Recently, Wayback Burgers introduced a new electric delivery and on-site cooking vehicle that delivers food and brings the kitchen to the guest for on-site preparation. Wayback first tested the vehicle near its headquarters in Connecticut and will be rolling out the delivery vehicle to participating locations across the country in the next year. Wayback Burgers is known for gourmet, hand-dipped milkshakes,
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delicious side items, exciting limited-time-offer menu items and, of course, top-notch burgers. For franchising information about Wayback Burgers, please visit franchise.waybackburgers.com
Fish Window Cleaning Honors 2019 Award Winners Winners Were Announced at the Fish Window Cleaning Annual Convention
Franchisees of the Year, John & Laurie Reinagel
At the recent 2019 Fish Window Cleaning Annual Convention, the top franchisees were recognized for their commitment to growing the FISH brand and providing top-quality service. The awards recognize franchisees who have gone above and beyond the call of duty in the last year.
John and Laurie Reinagel from New Orleans were named Franchisees of the Year. The Reinagels have demonstrated outstanding work ethic and have proven themselves to be ideal franchisees; as a result, they were this year’s big winners. This year’s Top Producers Award award winners were Paul Pierce of Boston, Massachusetts, Kevin Brown and Nick Brown from Kalamazoo, Michigan, and Randy Cross of Grand Rapids, Michigan. Rising Star Award winners were Trent Peneston from Porter, Texas, Tom Sandler of Corona, California, Edward Schafer from Matawan, New Jersey, and Bill and Josie Soots, hailing from Indianapolis, Indiana.
“Once again, our annual convention was a huge success,” says Mike Merrick, CEO of Fish Window Cleaning. “We always have a great time at our conferences. It’s great to see our franchisees from all over the country come together to learn, grow and connect. They work hard day-in and day-out to grow our brand and serve our customers. We feel their efforts deserve to be recognized.” Fish Window Cleaning is the world’s largest window cleaning company with over 275 franchise territories across 45 states. For more information on Fish Window Cleaning franchise opportunities, visit www.fwcfranchise.com
HomeVestors Purchases 100,000th House valuable HomeVestors® and We Buy Ugly Houses® national brands, and then supported with qualified leads. Priding themselves on improving neighborhoods one house at a time, HomeVestors franchisees live and buy on Main Street. Houses purchased are generally rehabbed, then sold or held as investment properties, helping raise real estate values and helping to drive community revitalization.
HomeVestors has purchased its 100,000th house, a landmark that further underscores the company’s position as America’s number one home buyer. As the largest professional house-buying franchise in the country with more than 1,100 independently owned and operated HomeVestors® franchises, the original “We Buy Ugly Houses®” company confirms that each of the 100,000 houses purchased since 1996 was done with a firm
cash offer and fast closing. The company has continued expanding using an approach that has yielded yearafter-year, even as thousands of other investors have entered and exited the market. Growing from only 177 franchises in 2009, HomeVestors welcomed its 1,000th franchise less than 10 years later. Franchisees are trained and supported by the company, mentored by seasoned Development Agents, backed by the
“We see as many as half of other investors’ and iBuyers’ offers falling through, which isn’t surprising given how many investors we’ve seen come and go in the last two decades,” added David Hicks, CEO of HomeVestors. “Being able to now claim 100,000 houses purchased reinforces the reliability of our national brand, proven model, and contributions, not just to neighborhood improvement, but also to maintaining an affordable housing supply in communities across the country.” www.homevestorsfranchise.com
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Assisted Living Locators Ranked One of Nation’s Fastestgrowing Private Companies
Senior Leadership Team (left to right: Assisted Living Locators COO Russell Morgan; CFO and Chief Strategy Officer Mark Alivero; and Founder/CEO Angela Olea)
Arizona company Assisted Living Locators, a nationwide senior care placement franchisor, was recently ranked No. 1817 with three-year revenue growth of 224% on the annual Inc. 5000 list, the ranking of the nation’s fastest-growing private companies. The list represents a unique look at the most successful companies within the American economy’s most dynamic segment—its independent small businesses. Microsoft, Dell, Domino’s Pizza, Pandora, Timberland, LinkedIn, Yelp, Zillow, and many other wellknown names gained their first national exposure as honorees on the Inc. 5000. “Being included in this prestigious list of companies is an honor and testament to our growth and leadership in the senior placement industry,” said Angela Olea, Assisted Living Locators RN CEO. “We credit this success to the strength of our brand and our franchisees who help thousands of seniors and their families day in and day out.” As the first senior placement and referral franchise business in the U.S., Assisted Living Locators has pioneered its way to a national presence with 115 franchisees in 34 states and the District of Columbia. Based in Scottsdale, Arizona, Assisted Living Locators offers a no cost, nationwide senior care placement and referral service for in-home companion care, independent retirement options, assisted living, memory care, and skilled nursing facilities. To learn more, visit www.assistedlivinglocators.com.
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Leon Williams Contractors Begins Work on New Cumberland Avenue Wings Over Knoxville
Maryville construction firm announces buildout of the first Tennessee location of the popular chicken wing restaurant Maryville-based commercial construction firm Leon Williams Contractors is building out a storefront near the University of Tennessee campus for the first Tennessee location of the popular fast casual Wings Over brand of restaurants. Wings Over Knoxville, located at 1834 Cumberland Avenue, is expected to open in late August. The new restaurant will be part of a mixed-use building developed after the city of Knoxville’s two-year, $25 million upgrade of Cumberland Avenue was completed in 2017. Wings Over specializes in fresh wings, boneless tenders, ribs, sandwiches, wraps, fries, and sides. They offer 25 different sauce flavors, including five styles of buffalo sauce and six dry rubs. Founded in 1999, Wings Over set out to serve the best chicken wings. Since then, Wings Over has grown to over 40 locations across 15 states throughout the South, Northeast, and Midwest. The fast-growing company plans to expand nationwide within the next decade. Wings Over takes pride in incorporating local elements in the design of each store. For more information about the Wings Over brand and Wings Over Knoxville, visit www.wingsover.com. For more information about Leon Williams Contractors, visit www.lwcontractorstn.com
Opportunity to Go: Serves Up Insights To Help Restaurants Capitalize In Delivery Economy People ages 36-51 are ordering restaurant delivery more frequently than other age groups, a new survey from Steritech, the leading provider of food safety and operational excellence assessment services in North America, has found. That statistic, and others like it, can be found in the company’s new OPPORTUNITY TO GO E-book, available today. To help restaurants refine their delivery experience, OPPORTUNITY TO GO includes exclusive insights from a survey of more than 1,000 diners about their delivery and carryout experiences, including more than two dozen graphs, statistics, and quotations on frequency of use, how orders are being placed, common delivery issues, unique consumer insights, and more. Other findings from the E-book, available along with others in a summary infographic, include:
• 57% of those who experienced an order problem called the
• More than 7 out of 10 survey takers used restaurant delivery services in the six months prior to the survey
In addition to the results from the survey, OPPORTUNITY TO
• 50.4% of delivery users are regular users, ordering delivery more than 4 times
leveraging the firm’s robust experience in more than 25 years
• The three most common problems experienced with delivery include: order accuracy, issues with packaging, and delivery driver issues
restaurant to get a resolution
GO includes Steritech’s takeaways and solution-oriented insights, providing assessments to the restaurant industry.
To download the full E-book, visit: https://deliverystudy. steritech.com
Screenmobile Launches Consumer Confidence Video Consumer Confidence Video Highlighting the Value Screens Bring to Homes and Families Screenmobile, “America’s Neighborhood Screen Store” announced the launch of its consumer confidence video. With an overall theme of family time and how screens can create a space for families to create memories together, this video exemplifies the value screens can bring to homes and families. The new consumer confidence video demonstrates the world-class support Screenmobile provides to its franchisees. The video aims to increase brand awareness, and franchisees are encouraged to leverage the consumer confidence video in their markets to reach new customers. The video came about after the corporate team selected the production company, Corporate Filming, who have done similar feel-good projects, to handle the creation of the video to resonate with customers. The consumer confidence video used an actual franchisee’s (Evan Grissom’s) home and included a cameo
from another franchisee, Jamie Mejia during the film. The video features a family gathering to celebrate grandma’s birthday, further establishing the importance of having proper screening to enjoy both indoor and outdoor living spaces. Overall, the video further establishes the home office’s dedication to creating strong marketing campaigns that will resonate with customers in each market. Founded in Glendora, California in 1980, Screenmobile has successfully become the nation’s leading mobile screen service franchise, with 120 licenses across more than 25 states. Screenmobile specializes in window, door and patio porch screens, as well as solar shading products. For information about franchising with Screenmobile, visit franchise.screenmobile.com
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Cover Story: Propert yGuys.com
New and Better Way to Buy and Sell Real Estate
Once upon a time, in a land called North America, there were real estate agents who earned large commissions from people who were buying and selling properties.
It was a highly profitable (and
monopolistic) era in which these agents
lived. They earned billions of dollars in commissions every year.
One day, armed with a vision of something better and the power of technology, PropertyGuys.com swooped in and
designed a modern alternative to the
traditional agent - one that streamlined the process and empowered buyers and sellers
to connect directly. To make real estate transactions more efficient they cut out the expensive middleman - creating a flat fee no-commission approach that typically saved the customer 10 times more than if they used an agent. If you think the idea of transforming the real estate industry sounds like a fairy tale, then you’re probably still using a travel agent to book your flights, hailing a taxi, or only staying in hotel rooms when you travel. Meanwhile, PropertyGuys.com is growing rapidly thanks to its national franchise operators and the enthusiasm of tens of thousands of early adopters who have become raving fans. “We believe the traditional real estate agent model has become obsolete and way too expensive for the average person,” says Ken LeBlanc, President and CEO of PropertyGuys.com. “We know how hard people work for their money. That’s why we are transforming every single piece of the puzzle – putting the needs of buyers and sellers above everything else. We do this because we know that when our customers win – we win too.”
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“We are moving the real estate industry forward and giving buyers and sellers the freedom to successfully sell their property at a fraction of the cost of using an agent.” Walter Melanson
Instead of charging commission like traditional agents do (often 5-7 % of the final sale price), PropertyGuys.com franchisees collect a flat fee for their services. That much lower fee is based strictly on the types of services that the seller selects, not the price of their home. If imagining a world where the majority of real estate transactions happen without a full-service agent seems implausible to you, consider this… Less than ten years ago, there were still people waiting in line at Blockbuster on Saturday night with DVDs and an over-sized bag of popcorn in hand. Today, those iconic yellow and blue signs are only a memory. They gave up their market dominance to Netflix, because they were unable to see the vast potential of a new way before it was too late. PropertyGuys.com is taking advantage of the opportunity that has been opened up by technology and favorable regulatory real estate changes. This paradigm shift in real estate is simply a function of business model evolution. Much like how Apple reconfigured the music business by eliminating monolithic distribution channels that made record companies and artists rich, PropertyGuys.com has been quietly doing the same thing for real estate, making the customer (buyers and sellers) the hub as opposed to just another spoke in the wheel. “We’re on a mission to bring clarity to real estate through franchising and technology. We believe the transaction isn’t complicated when you break up each task and place it in the hands of the most capable professional,” said PropertyGuys. com Director of Partnerships, Walter Melanson. “PropertyGuys.com uses a team approach instead of the ‘jack of all trades’ traditional agent model. That means our
“We believe the traditional real estate agent model has become obsolete and way too expensive for the average person.” - Ken LeBlanc customers benefit from the best experts in the real estate field. From a franchisee perspective, that means we don’t have to be all things. We focus on our expertise and rely on a combination of people and technology for the rest.” In the new real estate model, online engagement and connectivity put the seller at the core and in control. In addition to connecting customers with its online private sale platform, PropertyGuys.com is thinking ahead to full platform integration, a move that may finally tilt the scales in favor of industry disruption. “When your product or service is built around the customer, you can’t lose,” says LeBlanc. PropertyGuys.com is currently looking for master franchisees throughout the USA with only a few single unit franchisees still available in Canada.
Join the Real Estate Revolution As one of the fastest-growing franchise systems in Canadian history, PropertyGuys.com is an exciting opportunity for investors south of the border looking to get involved at the forefront of the shift in the real estate industry. Their proven system and training programs ensure franchisees have all
the tools needed to operate a successful business. With a 20-year track record of growth and success, the company has established its staying power in the real estate industry, yet there is still work to be done to bring the brand across North America. The timing could not be better for new entrepreneurs to get involved with the brand as Master Franchisees or individual franchise owners from coast-to-coast in the US. If you believe that the real estate industry can be transformed through lower fees (no commission), specialized service and innovative technology, this opportunity is for you. Owners don’t need a real estate license, but they do need to believe in the power of innovation and the huge upside obtained by helping disrupt real estate forever. “We are moving the real estate industry forward and giving buyers and sellers the freedom to successfully sell their property at a fraction of the cost of using an agent,” explained Melanson. “Just like our fellow disruptors who have changed the way we watch TV, get around town, and book vacations - it’s not only what people want, it’s also what they deserve.” info.propertyguys.com/usa
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Featu re
b y G i n a G i l l Fr a n c h i s i n g U S A
Home Services Feature Running a household is more work than it appears to be. A house cannot function without the help of outside services to keep it in its best condition.
Homeowners depend on the goods and services of others for the upkeep of their home - as time goes on, all portions of a home will need attention, repair and upgrades. In 2018, there were over 120 million homeowners in the States – that’s a lot of customers who need attention. Plus buildings and rentals also depend on outside services to keep them in the best condition.
It’s impossible to be trained in every skill and rather than selling their homes, more Americans are upgrading and creating a beautiful space for themselves with the help of experts. Whether it’s everyday upkeep, or emergency requests, there are a variety of franchises to choose from when it comes to home services.
Cleaning and Maintenance When one thinks of the everyday chores of a household, the thought of all the necessary duties needed to keep a house in shape can be daunting. More and more homeowners are opting to pay for the convenience of outsourced assistance.
Maid services Franchises can now partake in the ongoing cleanliness of homes and gain a profit. With more families on the road and locking more hours outside of the home, their free time is precious and can’t be wasted on chores and cleaning. The cleaning service industry brings in a total of $46 billion annually, while residential services are expected to reach over 75 million by 2022. A lot of residential cleaning services are
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“Whether it’s everyday upkeep, or emergency requests, there are a variety of franchises to choose from when it comes to home services.” mobile franchises, with smaller start up fees and investments, as well as a better work life balance. Franchisees can allow their teams of employees to run the business and submit reports, while sitting back and gaining a profit.
Lawncare and landscape Dependent on the territory, a landscaping franchise can be a successful home service investment. When people are staging their home, they invest in lawn care services to bring the give their homes the best curb appeal, while other homeowners depend on landscaping services for monthly maintenance, including gardening, raking, weeding, and more. A state that has high temperatures year round would likely garner more profit and customers as a lawn care and landscaping franchise. Though this type of franchise provides residential services, some have good partnerships with buildings and offices to gain more profit.
“A lot of residential cleaning services are mobile franchises, with smaller start up fees and investments, as well as a better work life balance.”
Speciality Cleaning While a maid services adheres to the to do list of every household, there
are also specialty services that are not
used as frequently, but eventually need
attention. Such as deep carpet cleaning
and upholstery cleaning, or air and duct
cleaning, for example. These services are franchise options, but usually come with a long list of industrial customers as well. If one is willing to take on both residential and business clients, it’s a lucrative business that doesn’t expect much time investment. However, clients can be fickle and chasing customers for particular services could be risky. On the other hand some cleaning services are necessary and always in demand: chimney cleaning for example is a necessity to its function, while high window cleaning needs particular tools that are not carried by most homeowners. Some franchises have partnerships with retail stores to connect clients after a product is sold that may need cleaning, or even connections with real estate agencies to share clientele.
Repairs and Maintenance Small repairs may come easy to most homeowners; unfortunately the big jobs cost money and outsourced expertise, which in turn, creates a lot of business opportunities and franchise options.
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Featu re
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“Small repairs may come easy to most homeowners; unfortunately the big jobs cost money and outsourced expertise, which in turn, creates a lot of business opportunities and franchise options.”
“Most homeowners and builders will tend to call a plumber for installation as well as emergency services to avoid making the situation worse by performing it themselves.”
Plumbing
Appliance Repair
Though this type of business would be dependent on incident, most people need assistance with emergency plumbing. Plumbing also includes installation the renovation and building of laundry facilities, as well as bathrooms and kitchens is dependent on knowledgeable plumpers to ensure that the job is done correctly and will not create any leaks or damages the future.
Houses come loaded with a lot of expensive appliances from stoves to washing machines, air conditioners and furnaces. Though most homeowners hope their purchases are long term investments, eventually they need maintenance to function properly as they age.
Most homeowners and builders will tend to call a plumber for installation as well as emergency services to avoid making the situation worse by performing it themselves. A plumbing franchise would be in direct competition with small business, as well as freelance workers. A franchise would have the reputation, guarantee, branding and marketing as leverage but a comparison of prices within your territory before investment would be helpful. Though some people may invest in the brand, others might choose a small business with cheaper prices. Have conversations with those in the area to get an understanding of customer loyalty and whether or not there is a strong competition.
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The consumer market has become a throw away industry; individuals are just tossing old appliances and opting to get new ones, rather than repair their current appliance. A smaller profit margin in comparison to other franchise, the appliance maintenance industry brought in $2.4 billion in 2017 and is grew an average of 2.8%.
House detailing With all the home renovation and design tv shows nowadays, homeowners also want to make their homes Pinterest and Instagram ready. The aesthetic upkeep of a home requires an expert’s hand to insure a clean and professional look. There are plenty of choices for franchises within the field: painting, staging, home design, roofing, windows and much. Those with a flare for design and a keen interest in home renovations could find passion in such a franchise, while also
gaining a nice profit. While those with a background in carpentry and roofing could find a specific field that adheres to those talents. At the same time, some franchises offer a wide variety of house detailing and decorating services that allow customers to order all services in one shot. Depending on the service one would like to offer and the size of the business they would like to run, there are numerous options to consider. A brief understanding of expectations, possible profit margins, one’s franchising goals and passions could help narrow down the options. Look out for our next special feature:
FOOD FRANCHISING PART 1 ABOUT THE AUTHOR: After receiving an English Degree, followed by a Journalism Diploma, Gina Gill became a freelance journalist in 2008. She has worked as a reporter and in communications, focusing on social media. She currently works as a community information officer with Epilepsy Society, while pursuing her writing career at the same time.
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Expert Advice: Rick Bisio | Franchise Coach | FranChoice
Many Opportunities with Home Service Franchises Over the last decade, one of the biggest areas of growth in franchising has come in the number of home service franchises. These are businesses that bring their services directly to the customer and perform a unique Franchising USA
and valuable function that saves time and money for busy homeowners. There are a wide range of home service franchises that cater to a diverse set of needs for a homeowner. Some examples include maid services, lawn care, pool cleaning, pest control, air conditioning maintenance and garage door repair. Most homes will require regular maintenance in or around the house over the years and
this work is often too time consuming or requires specialized tools or training. It is a great market for home service franchises to capitalize on the demand for this work. With home service businesses, operators don’t need a retail storefront. Instead of spending $250,000 or $500,000 to secure a lease for a certain location, build it out and put the infrastructure into it, they can open the business either from their home or a small office. Initial expenses to start the business are much lower due to a lack of a brick-and-mortar location since these
“The technology platforms developed in recent years are quite extensive and give home service franchises a major strategic advantage in the marketplace.” owners are taking their services to the customer. While not having a storefront location and all the expenses that come with it is a nice financial benefit for many owners, it can also present some challenges. Businesses that have a store, which often includes a sign advertising the company in an area with potential customers, helps drive visitors into the location. That is not the case with home service franchises. Nobody is coming through the door and people do not know the company exists. For that reason, home service franchise owners need to be willing to proactively advertise their business and network in their community so that people know what the company can do for them. In order to grow the business, these owners will not need to add more locations. They will need to promote their services, hire employees and attract customers for their business to be successful. One of the most appealing aspects about home service franchises is their organic growth approach. By investing in marketing and hiring talented employees, franchise owners can scale their business upward. People can start out with a business with no customers on day one, but through continual reinvestment in things such as marketing, service vehicles, technology and retaining a good staff, they can grow the business to bring in millions of dollars per year. It sounds dramatic but I have seen it happen. Like most business owners, home service franchisees need to be well-organized and have good customer service skills. The goal is to attract customers and the right employees to the business and make sure they are satisfied with its services. However, I would say the top skill owners of home service companies need to possess is the ability to manage employees.
Finding good employees is important for any business, and even more so with home service franchises because the staff is often the ones going out and doing the work. For these franchise owners, it is crucial to be able to identify, motivate and retain productive employees. With a low-cost entry, large customer base and scalable business model, the number of home service franchises have grown exponentially over the last decade. Why have these concepts grown so quickly in recent years? I really believe a lot of it has to do with the evolution of technology. If you go back 20 years, there really wasn’t a lot of technological advantages a home service franchise had versus the mom and pop businesses. Everyone had the same kind of bookkeeping systems, advertising and other business methods. Today, the technology advantages a home service franchise can deliver are rather substantial. It is much easier for customers to find service-based businesses through internet searches and SEO techniques. Another powerful tool that has been created over the last two decades is a CRM (Customer Relationship Management) system. It is an expensive endeavor to build a comprehensive CRM system. Once it is in place, however, it allows business owners to manage scale in a very effective way. All home service franchises provide comprehensive CRM systems to help people run their business. The systems include portals for scheduling, routing technology and automatic billing for the customer. CRM systems are a tremendous resource for home service franchises in many ways. With a click of a button, owners can find out the exact location of their company vehicles. They can also run P&L’s based on service teams or service routes and can examine their profitability based on a variety of factors. With this technology,
Rick Bisio
franchise owners can also compare their sales, retention rates and efficiency versus others in the system to evaluate their relative performance. The technology platforms developed in recent years are quite extensive and give home service franchises a major strategic advantage in the marketplace. That is something that didn’t exist in the past and that is one reason we are seeing such and explosion of growth in this area. To that end, there are many franchisors currently building platforms that allow for them to run multiple home service franchises under one umbrella. I expect to see this trend continue. For those people who have a significant amount of money, opening a storefront business might be the right way to go. But if the individual is short on capital and willing to put a lot of sweat equity into the business, then a home service franchise could be a very attractive option. Rick Bisio is a leading franchise coach with FranChoice, the creator of the FDD Exchange and the Franchise Glossary and the co-host of Rick Bisio’s Franchise Focus. Since becoming a franchise coach in 2002, Bisio has assisted thousands of aspiring entrepreneurs nationwide explore the dream of business ownership. www.afranchisecoach.com/the-coach
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Women In Franchising: Dina Dwyer-Owens | Brand Ambassador | Neighborly
It’s the Era of Women
Why the Franchising World is a Great Industry for Women “The franchise concept has a unique appeal to female entrepreneurs because it offers a sense of security and flexibility that’s commonly challenging to achieve in the corporate business world. ”
Dina Dwyer-Owens
It’s no secret that the franchising world has seen a significant increase of female franchise business owners. In fact, the International Franchising Association (IFA) recently reported that 30.6% of franchise businesses are now women-owned, which has increased more than 50% over the past five years. More and more, women are choosing franchising as a viable option for them. So what is it about franchising that has stirred female interest? And why are more and more women finding a home in the franchise business world today? For many people, owning a franchise provides unique advantages for business ownership.
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Additionally, many people are attracted to franchising due to the flexibility of being your own boss and the security of working with a proven business model. With women having general skill sets of organization, quick thinking, communication, and financial awareness, franchising tends to be a great fit. The era of women is here and it’s rising - here are some reasons why franchising is a great world for women.
trades, Neighborly established a Women in the Trades program, which provides scholarships to women every semester to fund their skilled trade school educations. To date, Neighborly has awarded scholarships to nearly 50 deserving women. Many companies today offer programs similar to this, offering women unique benefits to help increase leadership opportunities in their respective industries.
Franchises in industries that are less driven by women often give women a leg up to invest.
The opportunities are endless, and the knowledge provided is invaluable.
Historically, industries like beauty and wellness excel under female leadership, while others like service brands and food chains tend to be predominantly run by men. Because of this, many companies provide specific advantages for women to help break the company out of the maledominated mold. For example, let’s take a look at Neighborly, franchisor of home service brands focused on repairing, maintaining and enhancing consumers’ homes and properties. Recent research has shown that 4% of Neighborly brands’ frontline service professionals are women, which provides a huge opportunity for savvy female entrepreneurs to make their marks on the industry. In fact, in an effort to encourage women to pursue careers in the
From food service to home service and everything in between, the franchise world has a presence in every industry, making it widely appealing for all entrepreneurs. What’s more, the franchising business model has a proven track record of success. Not only will franchisors provide indepth, ready-to-use information on how to successfully run and maintain the business, but they’ll also offer extensive blueprints with training, setup, and support plans to give the franchisee a clear outline for success. Many female entrepreneurs report that one of the biggest benefits of joining a franchise is gaining access to an endless amount of opportunities and intimate knowledge to be able to do something they are passionate about, all while being successful in the meantime.
“Many female entrepreneurs report that one of the biggest benefits of joining a franchise is gaining access to an endless amount of opportunities and intimate knowledge to be able to do something they are passionate about, all while being successful in the meantime.”
It’s an opportunity to be a part of an established and well-known brand. To piggyback off the point above, because franchisors have such an established and well-developed model, female entrepreneurs will be buying into a business that has already produced success with consumers who respect the brand - making their chances for success even greater. For example, Molly Maid, a Neighborly company and the nation’s leading residential cleaning franchise, continues to see growth in success under the Neighborly company umbrella. The 35-year-old brand has an estimated 60% of its franchises owned by females.
The franchising world is a powerful network. One of the many traits that women entrepreneurs share is their willingness and readiness to collaborate with others. Numerous women-specific networking programs, such as the Women’s Franchise Network (WFN), are designed to strengthen the success of women in the franchise industry by fostering connections and relationships with women in franchising in markets across North America. Other organizations, like the Association of Women Business Centers, even offer established workshops, seminars, mentoring programs, and funding opportunities for women interested in operating a franchise.
Security and overall flexibility boost when owning a franchise. The franchise concept has a unique appeal to female entrepreneurs because it offers a sense of security and flexibility that’s commonly challenging to achieve in the corporate business world. To add, female business owners tend
to look at their goals from various angles and perspectives instead of being completely driven by their financial status. Because of this, it often results in them seeking businesses that accommodate their lifestyle. Franchising allows the opportunity to pursue other priorities while running and maintaining a business, whether it’s raising a family, traveling the world, or performing as an athlete.
Boss.” Dina is a certified franchise
Dina Dwyer-Owens is the Brand Ambassador of Neighborly (formerly Dwyer Group). America also knows her for participating in CBS’s Emmywinning hit reality show “Undercover
with a proven code of values. Books are
executive with more than 35 years of industry experience, including 15 years as CEO of Dwyer Group, known now as Neighborly, the world’s largest franchisor of home service brands. Dina is the author of two books: Live R.I.C.H. and Values, Inc. that both share her global message for living and leading available for purchase at Values-INC. com. www.neighborlybrands.com
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Expert Advice: Lenny Verkhoglaz | Founder and CEO | Executive Care
Home HealthCar A Look at the
Mila and I both knew that home care was steadily increasing, but we didn’t understand just how influential the industry would become. Statistics show that nowadays, three percent of seniors reside in a nursing home. That means 97 percent opt to stay at home, surrounded by their cherished memories and treasured items.
Lenny Verkhoglaz
When Executive Care launched in April of 2004, we had no idea just how big the industry would grow to be. My wife, Mila, and I first recognized the need for in-home care when we cared for an elderly neighbor in 2004 while her daughter was out of town. Working in the insurance and healthcare industries,
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As the industry has continued to grow, the space for franchising has opened up. A viable opportunity outside of the glamour of food and fitness concepts, here is all you need to know about home healthcare franchising.
A Rich Opportunity We are in what experts call a ‘silver tsunami,’ which refers to the steadily aging population. Today, there are thousands of individuals turning 65 years of age and requiring more medical attention than normal. Nearly 70 percent of Americans aged 65 or over are unable to care for themselves. As shown, many individuals prefer to stay at home than enter into an assistance residence, and in-home care provides a logical solution for many families. On average, elderly adults aged
60 or older live 280 or more miles from their nearest child. As shown, there is an ever-growing demand for home healthcare assistance. Home healthcare can come in many forms. Professionally trained caregivers, including doctors and nurses, can provide a greater scope of health care services for seniors in the comfort of their homes, while non-medical caregivers can provide personal care, companionship and mental stimulation when families are not nearby. As the population continues to increase, the home healthcare industry is expected to grow and has a bright future for operators. It is important to note that home healthcare does not just include elderly care and companionship. Often times, there are individuals living with disabilities or suffering short-term care that require assistance, as well. This provides even more demand for home healthcare services and provides a diversified client base for operators looking to expand their business offerings. Home healthcare is, and will continue to be a lucrative investment and rewarding venture.
re Franchising: Last 15 Years Collaboration When Executive Care was founded 15 years ago, there were few competitors in the space. Today, with lower barriers to entry, awareness of services and focus on the demand for home healthcare, we have seen an increase in home healthcare brands. More brands operating in the same space can provide a bit of competition, but we’ve noticed it is friendly competition among the home healthcare industry. Greater competition has led to further regulation of the industry, thus building credibility for the home healthcare industry. Through competition also comes collaboration, as we all seek to evolve within technology and find the best ways to serve our aging populations. There are also instances of home healthcare agencies banding together to increase knowledge bases, advocate for beneficial policies and fight for causes affecting our business. As shown, with the rise of competition in the space, we’ve learned the best way to combat the competition has been to embrace it - to find the collaborative points within the industry, all while finding points
of differentiation for your own brand. It requires us to be focused always.
Outside Industry Forces Have Effects As home healthcare has boomed, the more political and economic factors start to weigh on the industry. For example, the minimum wage debate and the growing crisis due to short staffs; an effect from immigration polices limiting the workforce pool. Home healthcare agencies work together to support policies that will allow us to better serve the community, while protesting those that will provide negative consequences. Neither positive nor negative, political debates do play a role in home healthcare business operations over time. Another important issue at debate in the country is healthcare costs. A growing point for the industry is the costeffectiveness for patients, families and the larger community. Home healthcare has become a great option for families. In-home care can run roughly $21,000 per year while semi-private nursing home rooming costs $86,000 annually.
Additionally, elderly Americans receiving in-home care generally need fewer trips to the doctor or hospital, resulting in reduced costs and healthcare spending. In fact, in 2008, the United States saved as much as $25 billion in hospital costs because of the rising private duty industry. As the healthcare debate continues, home healthcare has an opportunity to showcase its benefit financially and the impact on the economy as the ‘silver tsunami’ continues.
Conclusion The home healthcare industry has evolved over the past decade, yet it stands the test of time as a valuable, and important, franchise opportunity. While there are challenges and things to consider, the industry is primed to continue growing among the ‘silver tsunami’ with no signs of dying out. Lenny Verkhoglaz is the founder and CEO of Executive Care, based in New Jersey. Since launching the brand in 2004, Executive Care has 22 offices across 11 states. www.executivehomecare.com
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Expert Advice: Jeff Wall | CEO | Handyman Connection
The Benefits of Being a SingleUnit Owner
in the Home Service Industry align with a franchisor that is committed to all aspects of their business, which should include everything from the initial investment to the grand opening, and so on. As a leader among the service-based sector of franchising for the past decade, I’ve assisted many individuals in their franchising journey and have provided insight to lead them to their perfect match.
Jeff Wall
Franchising is a universal model that can be applied to a variety of industries to help scale a concept quickly and efficiently. Whether it’s foodservice, retail, fitness or service-based, the overarching purpose of franchising is to identify a need and fulfill a void, while simultaneously giving entrepreneurs a proven business model that will set them up for long-term financial success and personal satisfaction. In order for franchisees to build a successful business, it’s essential that they identify a franchise that aligns with their individual interests and business goals. In addition, it’s vital that they
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My experience in this industry has allowed me to identify several ways that individuals who are drawn to the homeservice industry can thrive as a single-unit operator. If you currently find yourself contemplating if you’d perform better as a single-unit operator versus a multi-unit operator, keep in mind the benefits and opportunities outlined below.
imperative to the growth of the brand to own multiple units that are spread out strategically in a target market. This is because it’s very uncommon for a customer to travel a long distance - while oftentimes passing competing brands - to reach your location as their final destination. In these instances, owning multiple units is almost required to meet the needs of a community.
1. Single-unit Businesses Can Be Profitable
A common question I receive from prospective franchisees is whether or not their single-unit can be profitable enough to earn them a quality living. I’ll often hear that some of the most successful franchisees in the Quick Service Restaurant (QSR) or retail industries are multi-unit operators. An important thing to understand, is that the varying industries cannot be properly compared against one another. For QSR and retail operators, it can be extremely beneficial and even
On the contrary, a home-service concept allows franchise owners to operate throughout a territory and bring their services direct to the customer. The convenience of the services provided opens a new opportunity and differs from the brick-andmortar business approach. Once this definitive perspective is understood, the possibilities of flourishing in a market as a single-unit operator are limitless due to the ability to reach a large number of potential customers.
2. Build Quality Relationships With Your Target Audience
There is an unmatched opportunity for a home-service brand to create meaningful relationships with property owners, local residents in need of services, industry stand-outs and key players across the home improvement and renovations industries. Beyond a company’s promise to deliver a positive
“By keeping external costs low and concentrating efforts on building your business from within, maintaining consistent growth as a single-unit operator becomes very realistic.”
customer experience and outstanding service, building strong relationships within the community can often bring the business to the next level.
At Handyman Connection, we’ve recognized the need to hone-in on market penetration, and have executed a variety of tactics to ensure that each craftsman approaches a project with the highest level of quality and compassion. No matter the franchisor, each customer interaction can go a long way, and in turn, result in more business from neighbors or friends. As your company grows, so does your network. Having a single-unit territory allows a franchise owner to focus on hiring a team of passionate employees who can carry out the mission of their business. In addition, recruiting and retaining talent from neighboring communities is a unique way to scale growth within your existing territory. There is no limit to the quantity of services you can provide that will contribute to returning customers or referrals.
3. Low Overhead Costs
Operating a single-unit franchised location in the service industry allows you to lower the chances of accruing costs that could result in ghastly overhead expenses. With such low overhead, franchisees will have the opportunity to focus more of their time on widening their book of business, so employees have more jobs to complete. With very little physical space needed, your leadership team can better utilize their resources to help build upon internal processes, as opposed to spending too much time on tasks that won’t contribute to business growth. The home-service industry is unique and bringing our services to the customer allows for us to reach a greater number of people at a lower expense. By keeping external costs low and concentrating efforts on building your business from within, maintaining consistent growth as a single-unit operator becomes very realistic.
Overall, single-unit ownership in the home-
“Operating a single-unit franchised location in the service industry allows you to lower the chances of accruing costs that could result in ghastly overhead expenses.” service industry can be rewarding. If you possess a driven mindset for probability, create meaningful relationships with your customers and lower your overhead costs, then the growth possibilities are endless. Find that ideal market, align with a brand that matches your passion and personality and you’ll be on the path towards entrepreneurial success. Jeff Wall is the CEO of Handyman Connection. After graduating from the School of Business, Jeff joined College Pro full-time in 1992 as a General Manager and moved up through the organization to become President of the US West. In January of 2010, Jeff became the President of Handyman Connection. After spending 23 years working in the First Service Brands family, Jeff purchased Handyman Connection from First Service Brands in 2013. www.franchiseopportunity. handymanconnection.com
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Expert Advice: David Hicks | CEO | HomeVestors of America, Inc.
On Your Marks
Trademark, Marketing, and Reputation
Career success will hinge daily on you choosing to do something that you’re passionate about. Like the adage says, “Do what makes your soul happy.” The last thing you want after making the monumental decision to become a franchisee is to realize that you simply bought a job.
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But, passion alone does not a successful franchise make. That will also hinge daily on hard work and how much attention you are paying to your marks – your trademark, your marketing, and your reputation, or your business marks.
TradeMARK The brand you represent, the franchise trademark(s), should match the investment you’re willing to make. If you’re looking for a franchise, be sure to ask how well protected its brand is against infringers.
How well protected is it in terms of
representation by other franchises? For
example, our legal department spends quite a bit of time dealing with “We Buy Ugly
Houses®” imitators that don’t reflect our same business practices and standards. We are the only company that can say
“We Buy Ugly Houses”, which we use in our marketing campaigns to distinguish ourselves from the rest.
Your trademark also further strengthens your ability to do business. For our
“If you’re looking for a franchise, be sure to ask how well protected its brand is against infringers. How well protected is it in terms of representation by other franchises?”
franchisees, national brand recognition helps to support their capitalization. To build a business buying, renovating, and selling property, you’ve got to have money. From your first deal to your fiftieth, your ability to find funds fast so you can realize any returns at all is critical to succeeding as a potential real estate investor. The best option is to get a hard money loan secured by the property itself and most often provided by other investors or private lenders and companies. Our franchises find that with a trusted name like HomeVestors behind them, hard money lenders actually compete to finance their deals.
MARKeting To be in a position to be closing deals, you also need to market your brand. For real estate investors, there are a few options. You can attend auctions, but the homes usually need a lot of work. You can typically get them pretty cheaply and build sweat equity to gain a solid market advantage when you sell. But—and it’s a big one—there’s a lot of unknowns when you bid to win at an auction house. You can also advertise online, which is an easy way to find motivated sellers in your targeted areas using pop-up or payper-click ads via Google or other major websites. Social media platforms can also provide leverage in attracting attention to your business. However, you may spend a lot of time just weeding out the useless leads. Some investors still pound the pavement, knocking on doors to connect with homeowners, and find they need to try many just to find a single homeowner who’s even willing to talk. And then,
there are lead lists that compile the names of homeowners who may be in financial trouble and, as a result, may be interested in selling their homes, which are often outdated and in need of repairs. The difficulty with marketing is exactly why your trademark should be a strength. If you have a strong national franchise brand, you gain the benefit of being able to couple that brand recognition with the efficiency of coordinated media buys. The right marketing will generate qualified leads, so you’re not having to cold call.
Reputational MARKS And that brings me to the final mark that makes a difference, and that is the customer service marks your customers give you. Would they work with you again? Are they leaving the experience with a positive impression of your brand? Brand recognition can have lasting positive and negative impacts – be sure you align yourself with one that is going to make people think of trust, integrity and fair treatment. Never before has the connection between how a customer feels about a brand been so easily and broadly shared. One second your cashier is videoed being rude to a customer, and the next second it’s racked up thousands of views with your sign in the background. Even with the best trademark protection and most sophisticated marketing, a search for your business that returns negative reviews will highly risk that precious lead. The truth is, customers and employees are happier in a business environment where kindness and fair treatment thrive, and that can be as valuable to your brand
David Hicks
as anything. If you’re already doing something you’re passionate about in the first place, creating that environment should come easily through operating your business with best practices in the business. David Hicks is CEO of Dallas-based HomeVestors of America, Inc., the largest professional house buying franchise in the U.S. with more than 100,000 houses bought since 1996. Upon joining HomeVestors in 2005 as director of franchise systems, Hicks quickly developed a process for coaching franchisees, and subsequently coordinated franchisee support for the company as VP of operations. In January 2009, he became co-president, and has since helped lead record-setting growth from 165 franchises at the time to more than 1,100 franchises today. www.homevestors.com
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