After 30 Years, Chem-Dry Still Cleans Up Nicely

Carpet cleaning. While the alliteration is pleasing, the activity itself doesn’t typically evoke an overly passionate response. Try telling that to the men and women who work for Chem-Dry. The world's largest carpet cleaning company just landed on Entrepreneur magazine's annual Franchise 500 list of top franchise opportunities for the 25th consecutive year.  Consistent success over the last quarter century is an impressive achievement when you consider the ebbs and flows of the economy since Chem-Dry first landed on the list in 1989, as well as the natural evolution of the industry over that time. "The ranking supports the established reputation Chem-Dry has for not just excellence but consistent excellence over the years," said Dan Tarantin, president and CEO of Harris Research Inc., Chem-Dry's parent company. Lasting success, in what can often be a fickle industry is rare. According to the U.S. Commercial & Residential Cleaning Services Industry study released in June 2012, the downturn in the real estate market took its toll on the carpet cleaning industry. Revenues dipped by 7.3 percent in 2009 and then an additional 8.4 percent in 2010. So, what is it about Chem-Dry that has allowed them to enjoy 25 years on Entrepreneur’s list? “Innovation and uniqueness. We're not just another steam cleaning company. I believe that our systems and products truly are the best in the industry,” claims Debbie Purcell, owner of Colonial Chem-Dry. Purcell’s Chem-Dry location serves the Boston area and she has been with the company for the entirety of their streak on the list of top franchises. “Having been in business for 30 years, I'd have to say that we were instrumental in bringing the Chem-Dry message to Massachusetts,” says Purcell. “We started from the ground up before Chem-Dry was a household name. We haven't been out in the field doing service for over 15 years. Yet, we still have longtime clients that remember my husband and myself coming to their homes to perform the cleaning. That's loyalty.” Peter Overfield was the second franchisee to sign-up with Chem-Dry and has been with the company for over 30 years. He owns and operates Chem-Dry of Marin which serves the San Francisco area. “The proudest part has been to watch us grow as a system from a nobody to the largest carpet and upholstery cleaning company in the world,” says Overfield. Overfield has seen the company evolve positively, crediting Chem-Dry’s commitment to putting people first as one of the keys to their longevity and success. “The Chem-Dry franchise agreement is very friendly and easy to comprehend and the company is very open and honest in its dealings with the franchises. Honest and open, (and) treating the network as people not numbers.” Similarly, Purcell believes the current management at Chem-Dry has recommitted itself to putting the members of the Chem-Dry family first. “Fortunately our current ownership understands that a brand is only as strong as its representatives. I'm already seeing the benefits of their renewed commitment to helping the people that have made the brand what it is,” says Purcell. However, when all is said and done, both Purcell and Overfield believe Chem-Dry has been able to maintain their top position in the field by providing the very best service. “We're not just another steam cleaning company,” says Purcell. “I believe that our systems and products truly are the best in the industry.” To Peter, the job itself is a metaphor for the quality service that Chem-Dry provides. “It’s very fulfilling to take the worst (such as a very dirty carpet or home) and, within a short period time, transform it to a place of beauty. Every day we treat our clients with absolute gratitude and they thank us for our hard work. From a technician’s side, I cannot think of a job that gives such immediate and consistent praise.”