Learn to transform lofts and watch your earning prospects hit the roof
AS THE
government commits to a nationwide housebuilding programme, the UK’s housing crisis has been in the news a great deal this year. But no matter how the rest of the decade pans out, the squeeze on living space doesn’t look like it’ll go away any time soon.
For vast numbers of homeowners, scaling the housing ladder is prohibitively expensive and difficult. There is an alternative, though – a simple but hugely effective concept, pioneered by the franchise business More Than Loft Ladders (MTLL).
The firm transforms dark, largely unused lofts into safe, attractive, easily accessible storage areas. That’s great news for all sorts of people, from expectant parents with a junkfilled spare room to downsizers with a lifetime’s worth of treasured knick-knacks they want to hang on to.
Carrying out loft space conversions like these was a
niche idea when MTLL started trading in the noughties. Now it’s a wildly popular segment of the home improvement market, delivering a packed work schedule to the company’s franchisees. Its current owner, Liam Hobbs, took over the reins in 2022. He was a franchisee himself under its previous management, but saw so much potential in the UK-wide business that he’d wanted to acquire it for some time.
His ambition now is to grow the seven-strong network by four new partners a year so that in a decade, MTLL is the largest franchise in the trade. That’s how confident he is in his business.
In the pages that follow, we’ll let you in on MTLL’s success story and explain what sort of qualities you’ll need to make a healthy living from this niche but rewarding trade.
We’ll examine the firm’s training course, the loft space phenomenon that’s taken the UK by storm, the concepts that inspired the company’s branding and, in detail, the potential
monetary rewards available to a dedicated man with a van (or two, or three, or four!).
In our case studies section, the contrast between the generations is especially interesting. As you’ll see, we profile franchisees Lewis Perkins – powering ahead after investing in the business in 2024 – and fiftysomething Paul Langley, now enjoying the fruits of his hard work in Spanish semi-retirement.
Most of all, we trust that you’ll enjoy this Elite Franchise supplement, and that you’ll never look at lofts in quite the same way again.
Adventures in space
Why are the British so obsessed with their lofts nowadays?
ACCORDING
to More Than Loft Ladders, many millions of houses in the UK would benefit from its services.
That’s a bold claim to make. But when you look at the growth of large storage warehouses since the turn of the millennium, you can see the sense in it.
Almost every property in the country needs storage, but people tend to overlook the unused space under their noses – or, to be more accurate, over their bedrooms.
Just think of all the:
• new homes with little or no storage space,
• pressure on the spare bedroom as children grow,
• smaller homes that older people downsize to,
• home workers who need to file their paperwork away, and
• pensioners who need safe access to their loft.
The list above illustrates just some of the needs that More Than Loft Ladders satisfies. It explains why every type of house is a potential customer, and – as far as franchisees are concerned – signals a non-stop
supply of work.
“I’ve been blown away by just how popular the More Than Loft Ladders concept is,” says Steve Salter, who owns the Leicester franchise.
“I’ve never been quiet since the outset. There’s no seasonal dip. I’m busy all year round and it’s constant work that’s not governed by the weather.
“More Than Loft Ladders operates in a niche market, but it offers a solution that millions of homeowners need. And we’re always competitive on price.”
Award-winning
Essentially, More Than Loft Ladders provides access to previously dark and forgotten lofts via a ladder (of timber or aluminium) and a hatch (of timber or PVC). In this way, it enlarges homes much more cheaply than builders can.
As well as the boarding that enables householders to walk around, MTLL can also install lighting, shelving, smoke alarms and part or full loft boarding insulation. Besides saving on energy costs, the last of these helps towards net-zero efforts.
The company became a
franchise operation in 2012, having already been around for five years. And though loft space conversions have become less novel since other firms entered the field, MTLL has maintained its reputation for excellence, winning Loft Installer of the Year in 2021, 2022 and 2023. To date, more than 25,000 homeowners have used its services.
Its owner, Liam Hobbs, bought the company in 2022 after nearly a decade as its Nottinghamshire franchisee. His aim is to expand the network by four new partners a year, from seven at present, to make More Than Loft Ladders the biggest franchise in its trade by 2035. At the time of
writing, three of his franchisees have multi-vehicle businesses.
Aside from becoming your own boss, the big attractions of MTLL are its earning potential (see pages 16-17) and the chance to be part of an expanding national brand within your own exclusive territory.
“Ten years in the business has given me a huge understanding of how to make this work,” says Liam. “That is why it is important to me to provide a turnkey start-up with ongoing business development training, marketing support and nationwide buying power. I have a genuine passion for helping partners grow their businesses.”
A day in the life
A franchisee’s day typically starts with the practical side of the business, installing loft ladders and storage. There might be two of these jobs in a day.
After that, they will need to visit potential customers with a view to understanding their space requirements and providing personalised quotes.
Throughout the working day, the franchisee will need to respond to phone calls, emails and online queries. Effective communication is all-important.
Gradually, as the business grows, they transition to a more strategic role. This means marketing, implementing growth
The customer’s perspective
What happens when a homeowner makes an enquiry?
“If they phone, they’ll be picked up by a call centre, which puts the information on to the CRM (customer relationship management software),” says MTLL’s owner, Liam Hobbs.
“That fires it out to the franchisee for that customer’s area. It’s the same process if they fill in a web form. The franchisee will then contact the customer to arrange a visit.
“When we go out and give them the quote, we can use the CRM on our phones and tablets. So, whilst we’re in their home, we’re emailing them a quote. They’ve got it before we leave.
“They can either book it there and then, or they can phone or email in the following days. The CRM sends reminders and prompts as well, so it keeps them stimulated.
“Generally, we’re fitting the loft ladder two to three weeks after they’ve made contact.”
strategies and exploring ways to acquire customers.
As they achieve a certain level of success, a franchisee can hire multiple installers and step back from day-to-day work, concentrating instead on supervision and quality control. Then eventually, as their worklife balance shifts, they can pause to enjoy the benefits of entrepreneurship to the full.
I was so impressed, I bought the company
First he found his vocation as a franchisee. Now Liam Hobbs is taking More Than Loft Ladders to another level
WHEN LIAM Hobbs originally told his wife Kelly about his plans for a new career – buying a franchise to fit loft ladders – she thought he’d gone crazy. ‘How many loft ladders can you fit?’ she thought. ‘It’ll never work.’
In 2013 he took the plunge, however, becoming only the second More Than Loft Ladders franchisee. It was such a lifechanging experience that nine years later, convinced that he could take the company to new heights, he bought it from the owner.
As Liam remembers it, his career before he joined MTLL was “just flitting around from job to job. I never really knew what I wanted to do.” At one point, working as security manager for the delivery firm TNT, he got so fed up with his corporate role that he literally walked out. Jobs at Tesco, and as a delivery driver for Warburtons the bakers, followed. “I spent a couple of years sussing out what
I wanted to do and decided that I wanted to work for myself, but with the support of franchising,” he says.
MTLL “jumped out” at him as he was looking for ideas. “They weren’t marketing it hard and I sort of found it by accident, but I followed it up because I just loved the concept of turning lofts into storage.
“It was such a brilliant idea, as well as a low investment. And it was very, very niche – almost unheard of.
“I thought, ‘Well, I could do that. There must be so many people who need it.’ I’m glad I spotted it then because the industry really has taken off in the last 11-12 years.”
By his own admission, Liam wasn’t especially skilled at DIY when he started out. “I could pick a drill up and I could use a hammer,” he says. But a week’s on-the-job training was enough to get him up and running. “When it’s your livelihood, it focuses you.”
It was such a brilliant idea, as well as a low investment
I’m looking for somebody who wants to grow something like I did
At his office in Nottingham, he was getting calls immediately. “As soon as I finished my training, I came back and I was quoting jobs. I never had a day where I was worried about work coming in.
“My wildest ambitions were that maybe I’d get one or two people working for me, but after a couple of years, I took that first person on to help because it was getting too much. And when I did, I thought, ‘Blimey, why didn’t I do this 12 months ago?’
“Eventually I had three people fitting and I was just running it and quoting all the time. Then we had four fitting, and I had to get somebody in to do the quotes because I couldn’t do that and run the franchise.”
Changing lives
To his astonishment, his handiwork often left customers overjoyed. “You get people saying, ‘This will change our lives,’ and I’m like, ‘Well, it’s just
a loft ladder. It’s only a loft.’ But if they’ve had a garage or a spare room full of junk for years, they want it clearing for a reason. If you create that extra space for them, then it can literally change their lives.
“At first I really struggled with that, because I thought I was just fitting a ladder. People are amazed with the transformation because they’ve got this dark, dingy space that they don’t want to go in, and you’ve turned it into a bright area with a firm platform to walk around on and a ladder to get in. It’s like you’ve opened up a new level to their home.” It may not be habitable space, but with MTLL’s help – shelving,
lighting, storage boxes and more – some homeowners turn their lofts into working areas or hobby rooms.
The UK’s housing crisis has made these kinds of loft space conversions immensely popular. “People can’t necessarily afford that next move up,” says Liam. “We do jobs for young people starting a family and needing more space, through to those at the other end of life who are downsizing and need somewhere to store all the stuff they’ve collected.”
It’s also very rewarding. “That was a side of the job that surprised me – the gratification
from dealing with nice people and getting that sort of reaction at the end of the day.” As far as he was concerned, the company’s untapped potential was enormous.
The original owner, on the other hand, had reached a stage where he was satisfied with seven franchises. Since acquiring the business at a mutually convenient time in 2022, Liam is eager to see it expand.
“My ideal franchisee is somebody who’s reasonably handy,” he explains. “They also need to grasp the importance of marketing, because without that, you’re not going to make it work.
“I’m looking for somebody who wants to grow something like I did – not necessarily to the scale that we have, but certainly turn it into a sort of two, three, fourvan operation, so that they can extract themselves from the dayto-day and work on a business.”
Given that the British public’s enthusiasm for loft space conversions shows no sign of flagging, the prospects for franchisees look bright. According to the P&L forecast that Liam sends out, a man in a van can expect to earn £50,000 net profit after 12 months (see pages 16-17).
But while it’s certainly true that More Than Loft Ladders was a home-improvement pioneer ten years ago, it has faced increased competition more recently. What would Liam say distinguishes the company from its rivals?
“Nobody’s got branding quite like us,” he says, “and we have family values as well as that.
“My wife and two children work alongside me in the business and most of the franchisees have an element of family support. So, we’re a group of local family businesses, if you like. It means we’re able to keep that personal touch.”
To find out more, call now on 0800 035 9880 or visit: www.mtllfranchise.co.uk
The power of branding
Liam Hobbs, who took over More Than Loft Ladders in 2022, explains how he breathed new life into its image
IN THE WORLD of home improvement, every step up the ladder counts. As the owner of More Than Loft Ladders, I set out not only to provide a service, but to elevate an existing brand. Here’s why I brought MTLL to life:
Identity in a saturated market
The home improvement industry can feel like a crowded attic, with countless businesses vying for attention. I realised the importance of carving out a unique identity for More Than Loft Ladders so that the brand would stand out. Essentially, our mission is to transform loft spaces into storage havens.
Trust
and credibility
Building trust is paramount, especially where homeowners are inviting you into their most personal spaces. From the outset, I knew that consistent branding would be key to establishing trust and credibility with our audience. By presenting a professional and cohesive brand image, we aim to instil confidence in our customers and reassure them that their loft transformation is in capable hands.
Connecting emotionally
More Than Loft Ladders isn’t just about installing ladders and flooring – it’s about helping homeowners unlock the hidden
potential of their homes and enhance their quality of life. I wanted our brand to resonate emotionally, tapping into a desire for comfort, functionality and aesthetic appeal. By infusing our branding with warmth, professionalism and a genuine desire to make a difference, we aimed to forge deeper connections with our customers.
Differentiation and expansion
In a market saturated with generic home improvement providers, differentiation is key to success. I saw an opportunity to position More Than Loft Ladders as more than just a service provider – we’re a trusted partner in homeowners’ journeys to create spaces they love. By defining our brand values, personality and unique selling proposition, we set ourselves apart from the competition and laid the groundwork for expansion and growth.
Empowering homeowners
Our brand isn’t just about us –it’s about our customers and the transformative experiences we enable for them. By bringing our brand to life, we aimed to inspire and empower homeowners to reimagine their lofts as valuable, versatile spaces that enrich their lives.
Bringing More Than Loft Ladders to life was about more than just creating a logo or a catchy slogan. It was about building a brand that embodies our values and resonates with our audience.
We provide complete support from our experienced team of over 10 years: » Business Set Up »
“”
“I’ve been blown away by just how popular the More Than Loft Ladders concept is,” Steve says. “I’ve never been quiet since the outset. There’s no seasonal dip, I’m busy all year round and it’s constant work that’s not governed by the weather.”
Within months of signing up, More Than Loft Ladders’ newest franchisee is thinking seriously about expanding
IF YOU CARE to take a look, the reviews site Checkatrade is full of glowing reviews for Lewis Perkins’ loft space conversions in Northamptonshire, Milton Keynes and Bedford.
“I couldn’t recommend Lewis from MTLL enough,” writes one of the many customers who’s given him 10/10. “After weeks of getting quotes from what I can only call cowboys, I had nearly given up on the idea of converting my loft.”
What’s remarkable is that Lewis joined the business only this year. Before that, he worked in education and recruitment,
approving young people’s apprenticeships and helping the unemployed into work.
“I used to make very good money,” he says, “but one thing I didn’t enjoy was the whole nine to five, or nine to seven in my case. To sit there at a desk, on the computer, gets a bit repetitive. The lofting is physically a lot harder, but you feel better for it after a hard day’s work.
“You get there in the morning, you do a good job and you can actually see a difference – whereas in education, for me personally, it got to the point where I didn’t think the government schemes were really
benefiting young people.”
Before committing to More Than Loft Ladders, Lewis had been studying franchise opportunities for six to eight months. He’s always had a knack for DIY and was particularly interested in home renovations.
Around the end of February, he spoke to owner-director Liam Hobbs, and from that point things snowballed. “I paid a deposit within a month or so and was quite keen to get going, so in April I did the training in Nottingham,” says Lewis.
He also spent some time with the Manchester franchise. “I’ve seen this myself first-hand now, but other companies are more corporate and give you less control over what you want to do.
“Liam treats you more like part of a family. He’s supportive, as you’re choosing his brand. I
can post what I want on social media. I can do what I want, really, and not have to ask him first, as long as I follow the basic guidelines.”
A few months after setting up in business, Lewis tells Elite Franchise that he’s “pretty busy – this is the first day in a few weeks that I’ve had time to have a haircut. Essentially, I’m fully booked up for a month or more. Income-wise and workwise, I can’t really complain.”
As Checkatrade’s reviews suggest, his clients seem to be delighted too. Homeowners with young families, or living in smaller houses, are particularly grateful for his hard work. “Previously people used their spare room as storage, but it becomes impractical eventually, therefore they look for alternatives,” he says.
“House prices being what they are, it’s expensive to move now. Whereas for anything from £800 to a couple of thousand pounds, depending on the size of the house, you get a very good loft ladder and boarding.
Practically, it’s safer and a lot more convenient to store stuff in your house than in your garage, especially clothing and so on.”
Would he recommend taking on an MTLL franchise? “Oh, definitely – but you have to realise it is hard work. You get out of it what you put into it. I work long hours; I do quotes in the evenings and at weekends. I enjoy working and want to make money. But if you’re prepared to do it, go for it.
“You’ve got a good little set-up with the guys in Nottingham, the main franchise. I’m still learning little tricks and Chris, the trainer, is very helpful. Any problems, you can call him night or day and he’ll pick up the phone or go on FaceTime. Liam’s very handson as well, and always there to help.”
It helps to “think big”, he adds. “I bought two areas instead of one because I realised the potential there. I wanted to secure a large area so I could grow nicely – and I’m already thinking about expanding.”
‘Expansion is a necessity’
Adam Shepherd, owner of the Cheshire franchise
“This journey has been nothing short of remarkable,” says Adam Shepherd.
As the first person to invest in a More Than Loft Ladders franchise, he has watched the company evolve and grow, most notably since Liam Hobbs took over in 2022.
“The new leadership brought with it a fresh perspective and a renewed focus on empowering franchisees like me to reach new heights,” he says.
The concept of creating additional storage space in lofts has turned out to be “timeless”, Adam adds. As a consequence, conversions grow ever more popular.
“In 2024, I’m excited to take the next step in my business journey,” he says. “The demand for our services has reached a point where expansion is not just an option; it’s a necessity.”
CASE STUDY: Paul Langley
‘It’s
hard work, but the rewards more than pay for it’
Thanks to the popularity of loft ladders, Paul Langley was able to retire to Spain in his late 40s
“LIFE IS GOOD,” says Paul Langley, speaking from his home in Spain. With his wife Anne and their beloved cats Pink and Floyd, he’s been living the dream of semi-retirement for several years now – since just before his 50th birthday, as a matter of fact.
Prior to joining More Than Loft Ladders in late 2013, he was a landscape gardener. Today he owns a thriving, threevehicle business in Manchester, Warrington, Wigan and Liverpool. “My involvement now is purely admin,” he says. “I pay the wages once a week, I do the books once a month and I pay for the adverts.”
The way he remembers it, a franchise magazine first alerted him to the opportunity. His own house happened to be flat-roofed at the time, but when he saw the cost of a loft conversion, it struck him as extremely good value. “I thought, ‘Well, who can’t afford that? If I had a loft, I would definitely take that deal.’”
Was he much of a DIYer? “Yeah, I’ve always been good with my hands.” Once his training course was finished, he continues: “There was no waiting about. I started advertising, went on holiday and as soon as I came back, I was working. Within a few months, I was booked up weeks in advance. It really did get off to a flying start.”
Why, in his experience, are the great British public so keen on their lofts? “Mainly because no one’s got storage space,” he says. “Instead of moving house, it’s just much cheaper to get your loft boarded and get some space up there. Free up your spare room, your garage and your shed.”
Whether they’re using it for storage or some other purpose, his clients often wonder aloud how they ever lived without that loft space. “I’ve seen Hornby train fanatics turn their whole loft into a big bloody train set,” he says, “and I’ve had quite a few people turn theirs into offices so they can turn
their original home office back into a bedroom.”
That’s all in the past, though. For several years now, he’s left the day-to-day running of the franchise in the capable hands of Mark Pennington and his team. All in all, then, what sort of person is a good fit for More Than Loft Ladders? “Somebody with a vision who’s not scared to work hard, because it’s not an easy job, especially when you’re starting off,” says Paul.
“But the rewards more than pay for it. More than pay for it. Even though most of my life I’ve worked for myself, I could never have retired by the age of 50 without being in the loft ladder game.
“Once you do get going by yourself, it’s quite easy to expand and get people working for you, like I did. Get somebody in there, train them up well and get them running the day-to-day business for you.
“You don’t have to retire to Spain, but you can sit back and not do so much work in a few years.”
ONE STEP AT A TIME
An eight-day course, followed by continuous training, provides franchisees with the skills they need to prosper
DO THE REALITIES
of running a More Than Loft Ladders franchise seem daunting to you? Then here’s some reassuring news. The company’s comprehensive, personalised training is designed to cover every possible question you might have.
Running across eight days – plus additional support days when you’ve returned to your franchise area – this carefully crafted, hands-on programme, led by experts in their respective fields, will equip you with the skills and knowledge you need to thrive.
As you’d expect, much of the training at the Nottingham head
office involves mastering the art of installing quality loft ladders efficiently. These practical sessions provide insights into the intricacies of the service so that franchisees can deliver first-rate installations from day one.
Another essential task is getting to grips with the company’s customer relationship management (CRM) system.
With that in mind, MTLL provides in-depth training on navigating and leveraging this custom-built cornerstone of its business operations.
From appointment scheduling to order processing, franchisees learn how to master the tools
that streamline their daily activities, enhancing productivity and customer service.
There’s more to a successful franchise than technical expertise on its own, however. Given the crucial role that marketing and sales play in this business, the training encompasses proven strategies for offline and online marketing alike.
As a new franchisee, you’ll discover how to position your services in the market, target the correct audience and employ compelling sales techniques – an approach calculated to ensure you appeal to a wide customer base.
What’s more, MTLL’s commitment to franchisee success doesn’t end with this initial training. With its ethos of continuous improvement and development, the company organises quarterly Franchise Development Days, enabling franchisees to delve deeper into business strategies.
Led by a UK Business Mentor (UKBM), these sessions offer valuable insights, industry updates and a forum for sharing experiences among franchisees.
Regular appearances by marketing and finance specialists benefit franchisees further by giving them information on evolving market trends, financial management best practices and strategies for sustainable business growth.
The aim of MTLL’s training programme is to empower franchisees with a holistic skill set. It ensures that they are not just equipped to run a business, but to excel in the competitive home improvement market.
SCALING THE HEIGHTS
What exactly does an MTLL franchise fee buy you? And how much can you earn?
NOW
THAT YOU’VE seen how More Than Loft Ladders operates, let’s look at what you can expect as a new franchisee – and how much cash you can realistically expect to earn.
The annual fee for a franchise is £19,995 plus VAT. “To comfortably get up and running and not have any worries, you’d want between £5,000 and £10,000 working capital on top of that,” says MTLL’s owner, Liam Hobbs.
From the minute they receive your first enquiry, head office
will support you every step of the way. Once your training dates are confirmed, the team in Nottingham will organise a PR launch and advertising, in effect giving you leads to quote as soon as you start work.
“We do an eight-day residential training course, so we’ll put you up in a hotel. We’ll also do a further two days back out in your territory,” explains Liam.
“On top of that, we’ll do a £3,000 marketing launch campaign. If you haven’t got the tools, we’ll put a £1,000 toolkit together for you, and if you do
have them, we’ll add that sum to the marketing budget. We’ll also get the van stickered up for you.
“If you want to source your own van, typically you’ll pay the VAT as a deposit, which you’ll be able to claim back in your first three months.
“But we have a relationship as well with a long-term van rental company, so there’s no hefty deposit upfront when you’re starting out. You can just rent the van from day one for £130 a month, so it’s comparable with purchasing costs.”
In addition, MTLL will use your franchise fee to pay for your basic annual accounts.
Talking profits
Everyone who’s interested in becoming a franchisee receives a profit and loss forecast from Liam. “We say you should get a return on your initial investment in six months,” he says.
“An owner-operator – a man in a van, basically – should be
getting to £50,000 net profit after 12 months during their first year. And then we scale it up.
“Rather than going, ‘Year one, year two, year three,’ we base our projections on one van, two vans, three vans, four vans, because people move at different paces.
“A two-van operation in 12 months should be doing £113,000 net profit. We base our figures on around 30% net profit, which an owner-operator and one installer should quite easily achieve.
“As the business goes up, it does pinch the percentage a little bit, but with three vans, we start to step down what van one earns. Effectively that’s you, and you’re going to be out doing quotes for your two installers.
“So, with three vans, we’re saying £181,000 net profit, four vans £222,000, five vans £283,000. At that point, you’ll be bringing a sales rep in because you physically can’t quote for
four installers and run the business.
“That hire basically pays for itself. It won’t have a significant impact on your net profit because you’re going to be paying them handsomely to get the work in.”
Long-term support
More Than Loft Ladders’ ethos is to organise and streamline its processes – such as the running of its call centre, its bespoke software and its strong supplier relations – with the franchisees’ ultimate wellbeing in mind. The focus is on helping you to carry out your work and make money.
For the lifetime of your franchise, that support is assured. MTLL’s quarterly training days will give you not just technical abilities, but business and sales skills too. And when you’re ready to add vans and installers to your team, your colleagues are there to help.
Good luck!
What you get
• Exclusive territory
• At least 150,000 qualifying homes
• £1,000 toolkit
• Branded uniforms and stationary
• Branding for your van
• £3,000 of advertising
• 8-inch workman’s tablet
• Centralised IT system
• Call answering service
• Professionally designed website
• Residential training course
• Onsite training
• Customer invoicing
• Customer quotes handled online
• First year’s public liability insurance
• PR launch
• National purchasing rates
• No royalties for first £20,000 of turnover
To find out more, call now on 0800 035 9880 or visit: www.mtllfranchise.co.uk
