After 16 years in the tech world, working in  business development and strategic partnerships, Matthew Yocum realized he wanted something more. The work no longer felt fulfilling, and he began exploring opportunities that would allow him to apply his passions and skills in a more personal, hands-on way to help homeowners transform their living spaces. That search led him to Fresh Coat Painters, a franchise that not only aligned with his background in client service and marketing but also sparked a new vision for what his career could be.

“This was the perfect opportunity to use it as a cornerstone for launching all things home restoration,” Yocum said. “The further I went down the road of exploring the Fresh Coat brand and community, the more I realized this was an amazing opportunity to go come up the learning curve quickly in the painting world while having the backing of a franchise.” What sealed the deal was the leadership team. From President Lisa Hudson to the operations and support staff, every interaction reinforced for Matt that this was a people-first brand, and one that would give him the tools to grow the business with confidence.

Now operating in Marin County, California, Matt is combining his passion for real estate and design with the structure and support of a trusted national brand. With an eye on long-term growth and diversification into other home services, he’s building something of his own — and finding a renewed sense of purpose in the process.

1851 Franchise spoke with Yocum about his transition from tech to entrepreneurship, why Fresh Coat was the right fit and how franchising gave him a new sense of purpose. Here’s what he had to say.

1851 Franchise: Frame your personal story for us. What do you want us to know?

Matthew Yocum: I’ve spent the last 16 years of my career in sales, business development, and strategic partnerships, working primarily in the tech world — specifically advertising. I’ve always loved working with clients. A couple of years ago, I realized I didn’t love what I was doing as much as I used to. I wasn’t as fulfilled, and I really wanted to apply everything I’d learned from sales and marketing into running my own home services business.

I’d been casually looking at a few different businesses, and this particular opportunity came across my purview. It really started to get me thinking about going into the painting world. Longer term, I’d love to use this as a springboard for staging and interior design — basically anything connected to home services and the real estate market. I happen to have my real estate license as well, so that kind of led me to, “Hey, this is the perfect opportunity to use as a cornerstone for launching all things home restoration.”

The further I got down the road with Fresh Coat, the more I realized this was an amazing opportunity to go from zero to 60 in painting knowledge while having the backing of a franchise in terms of education, resources and a nationally recognized brand. That was something I didn’t even know I needed until I started exploring the space.

Talking to the folks at Fresh Coat — their process, how they work with clients, their whole ethos — really spoke to me. It made the decision even clearer. I could take what the previous owner, Kim Pace, had built — an amazing portfolio of clients throughout Marin County and the Bay Area — and apply my career experience to bring a new level of customer engagement to the painting process.

Yes, I had to roll up my sleeves and learn a lot about paint overnight, but the opportunity to work with Fresh Coat as a great partner really solidified this as the right move for me.

1851: What did you do before franchising, and how did you decide franchising made sense for you?

Yocum: I worked in sales and marketing within the advertising world. I loved working with partners or clients — helping them bring their vision to life, being a resource, meeting them where they needed to be. That was the part of my tech career that I really enjoyed.

When I first started thinking about becoming a business owner, I wasn’t initially looking at franchising. I started researching a few different places and realized that having the backing of a nationally recognized brand was a game changer. The resources, the education, the ability to ask questions and become an expert in the industry — franchising quickly became almost non-negotiable.

The more I researched, the more I realized franchising would be a huge asset in getting up to speed on a new industry while also learning how to be a business owner. The conversations I had with Fresh Coat, the brand’s presence throughout the U.S. — it all gave me that warm, fuzzy feeling that this was the right move.

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?

Yocum: To be completely honest, my previous understanding of franchises was limited to Taco Bells, McDonald’s, QSR restaurants. Until six or seven months ago, I didn’t really know much about franchising in the home services world.

Once I discovered Fresh Coat and really dove into what they’re about — “painting done right,” quality, customer service — I saw that it was so much more than just paint. It’s about delivering an exceptional experience. That came through in every conversation I had — from Lisa [Hudson], the president, to everyone on the sales and customer success teams.

Now that I’m in it, I want people to know franchising can be an incredible way to enter an industry. It’s opened my eyes to a whole world I didn’t even know existed.

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

Yocum: When I evaluate a company, I start with the executive team. I was so impressed with everyone I met — Lisa Hudson, Leo Haley, Jeff Deraway, Brian Santos. On a human level, they’re just warm, amiable, intelligent people. They’ve been super welcoming and open to sharing ideas, tips, and shortcuts — things I would’ve had to learn through trial and error if I went it alone.

That was when I knew, these are the people I want on my team. These are the folks who will help shepherd me through this process.

Then you look at the branding — almost 200 locations across the U.S., more than 20 years in business. That kind of scale and staying power really stood out when I compared Fresh Coat to other options. It just checked all the boxes.

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

Yocum: Lots of plans for growth. Kim has done an amazing job building this business, and I’m honored to carry that legacy forward. Given my passion for real estate and my interest in the home services space, it just dovetails perfectly with what Fresh Coat offers.

I see this as the beginning of something much bigger — potentially moving into staging, design and more. But first, I want to make sure we’re delivering exceptional value, an amazing customer experience, and high-quality work that our clients will be proud to tell their neighbors about.

1851: Is there anything else about your story you want us to know?

Yocum: Starting your own business is a huge undertaking, no matter what industry you’re in. It takes courage, tenacity and a lot of willpower. You’ll have sleepless nights, and the days are long. But even six weeks in, I still wake up feeling invigorated. I’m building something that brings joy and value to customers — something I’m genuinely proud of.

I’ve never been so underslept, and yet I’ve never felt more energized. The number of contacts in my phone has doubled in the last month — I’m meeting painters, homeowners, general contractors, architects, builders, stagers, Realtors. It’s opened a whole new world that coexists with the corporate world I came from.

Despite the hours, despite the stress, it’s been absolutely worth it.

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

Yocum: I would strongly recommend that anyone looking to become a first-time business owner seriously consider franchising. The additional support you get compared to starting a mom-and-pop shop on your own is invaluable.

There’s a community of like-minded owners launching their businesses at the same time, in the same industry. That kind of cross-pollination of ideas, best practices, and support makes the process less daunting.

For me, the more I got into it, the more I realized franchising — specifically with Fresh Coat — was the only route that made sense if I wanted to stay on this path of business ownership. It’s been a huge benefit, and I can’t recommend it enough.

To find out more information on costs to buy this franchise, please visit https://1851franchise.com/freshcoat/info.

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 190 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.