E-2 Visa Opens Door for 25-Year-Old Woman to Launch Fresh Coat Painters Franchise

At just 25 years old, Belen Lozano is opening her very own franchise with Fresh Coat* Painters, the industry-leading residential and commercial painting franchise. Lozano, an Argentinian native, saw the franchise opportunity as a great way to combine her passions for business, architecture and home improvement. And she’s doing it all while getting her master’s degree in international real estate at Florida International University. 

For Lozano, Fresh Coat is about more than just business, it’s about changing the spaces where people live and turning them into places they love to be. It’s also about proving herself as an immigrant and a female in a traditionally male-dominated field. With the large population of Spanish-speaking residents in South Florida, Lozano sees her Latina roots as a way to connect with her future employees and customers. 

1851 Franchise spoke with Lozano about her franchising journey and her plans for the future. 

FEATURE QUESTIONS

1851 Franchise: Frame your personal story for us. What did you do before franchising, and how did you decide franchising made sense for you? 

Lozano: I'm 25 and from Argentina. Right now, I’m an architect, but I'm doing a master's degree in international real estate here in Miami. And I realized that I really wanted to start doing something. And the opportunity of an E-2 visa came up, so I started looking at franchises. Architecture and home improvement is my passion. I wanted something related to that. With Fresh Coat, I can be a part of designing and changing spaces where people will make memories. 

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Lozano: I realized that the franchise concept here in the United States is completely different in Latin America. In Latin America, people would ask why somebody would want to share their company with anybody else if that company's already profitable. Here, the difference is that they gain based on your sales, so in order for them to gain you have to be profitable. It’s completely different in Latin America where you just pay fees. I also realized that it is really difficult to start a business in the United States on your own. There’s so many things to take into consideration, like permits, licenses, etc. I’m thankful to have this opportunity where they teach you everything in order to be successful.

1851: What made you pick this brand? What excites you most about this company?

Lozano: For me, it's a blend between my passions, which are architecture and home improvement. There’s also the commercial aspect of it, which I like because I’m very business-minded. But it’s not just about business. It's about changing spaces where people live and making their dreams come true. After COVID, we realized how much time we spend in our homes, so we need to enjoy it. It’s satisfying to be able to help people and bring their visions to life. 

1851: What do you hope to achieve with your business? What are your plans for growth? 

Lozano: I want to grow economically — that’s one side of it. On the other hand, there’s the idea that this field is very male-dominated, and sometimes people may judge [me], especially as a young woman. So I want to prove myself and if I'm able to grow in this I would be very proud of myself. 

I want to build something that will last and something that will bring joy to me and other people. That’s my goal. I want my clients to remember me as a person who helped them achieve their projects. And at the same time, I want workers to remember me as somebody who cares about them, because that's really difficult. People don't realize that workers are their biggest asset and oftentimes don’t treat them with the respect they deserve. And at the end of the day, your legacy is how people remember you when you're not here. I want to leave a positive impact on the people around me. 

1851: What is the one thing about your story you want us to know?

Lozano: I’m a young woman from another country in a traditionally male-dominated industry, which sets me apart. I’m also Latina, so I believe that will help me with the communication aspect. Most people in this industry speak Spanish, especially in Florida, so I think that will give me an advantage. 

1851: What advice do you have for other people thinking about becoming a franchise owner?

Lozano: I love to be independent and owning a franchise provides you with that opportunity. If you try to start something from the beginning, it can be really difficult and you might find a lot of limitations. But when buying a franchise, you have support. For example, if I have a question, I know I can email or call any of my coaches. Franchising also allows you to feel more secure, because it's something that has been done before so probably there will be an answer for your concerns. Of course, you will need to work a lot and if you want to see it grow, you have to spend a lot of time on it, but I’m excited. 

ABOUT FRESH COAT PAINTERS:

Fresh Coat Painters, the residential and commercial painting franchise under the Strategic Franchising Systems umbrella, offers a low-cost, high-margin business model that gives entrepreneurs from all walks of life the chance to become successful business owners in the communities they serve. Since starting in 2004, Fresh Coat has expanded to over 170 franchise locations nationwide. Thanks to its unparalleled professionalism and affordable business model, it has become one of the leading concepts in the booming residential and commercial painting segment. With continued year-over-year growth, Fresh Coat is well on its way to achieving its overall goal of becoming a truly iconic painting brand.