MEMBER PROFILE
Cracking wise for 30 years Wise Cracks celebrates 30 years in business By Emily Bednarz
Photos contributed
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ack in November, I reached out to Wise Cracks President and CEO, Andrea Mackey. It’s a momentous time for Wise Cracks. They’re celebrating 30 years in business with hundreds of thousands of successful jobs completed. Over the last three decades, Wise Cracks has created proprietary technologies for use in foundation waterproofing, and they have opened franchises across the country. I emailed Andrea a list of questions to learn more about the business and its history. I know that business owners are busy people, so I expected to hear a response from her after a few days. Andrea replied — with detailed, thoughtful answers — in under 20 minutes. This action cuts to the core of Wise Cracks’ success. Andrea and her team are extraordinarily responsive, and they are brimming with knowledge about the home repair industry. Andrea shares that knowledge in a way that seems effortless. Working with businesses like this always makes you feel like you’re in good hands. When you can walk up to any employee, and they can rattle off ten different solutions for you to consider. It’s the kind of 28
We act as if the house we are working on was our own. We ask ourselves: what is the best and most economical way to tackle this leaking issue?" — Andrea Mackey, President and CEO, Wise Cracks business where everyone on the team are experts in their niche field. So, what is it about foundation repairs that motivates Andrea, and what inspired her to start the business? “There was a need in the industry for more standardized repairs using quality products that didn’t exist when we started in 1991,” she says. “Many companies were using archaic methods — think tar and plastic — to do repairs, and foundation repair had a general bad rap for being something where people had to be careful of who they hired.” Andrea is proud of the positive impact her business has had over 30 years. “Wise Cracks changed the industry by providing fair standardized products, a warranty that is truly honored, and quality products that yield long term results,” she says. “We have created a more level playing field.” JANUARY 2022
Since 1994, Wise Cracks has made an incredible expansion across Canada. Franchises have opened across the Maritimes, Ontario, Alberta, and British Columbia. I ask Andrea about the most rewarding and challenging aspects of this expansion. “Our location in Atlantic Canada can be a challenge,” she says. “Mainly due to getting supplies, equipment, and products to our warehouse at an affordable price that we can pass on to our Franchisees. The freight here alone can be challenging.” Despite the challenges, working with franchise operators keeps the Wise Cracks team focused and driven. “We continue to be motivated by our group of franchisees across Canada,” she says. “They, in turn, are making a good living for themselves and their families.” Wise Cracks has garnered customer service awards, along with stellar
