Fresh Coat

Amy Wasserman, a Canadian native with a background in education and business management, recently opened a&nbsp;<a href="https://1851franchise.com/freshcoat">Fresh Coat Painters</a> franchise in Sarasota, Florida. After moving to the area, Wasserman recognized the demand for quality painting services. Also, the surge in demand for home services following the pandemic presented an ideal opportunity for Wasserman to combine her passion for entrepreneurship with a practical, service-oriented business.Prior to becoming a franchisee, Wasserman had limited knowledge of franchising, initially believing that she would start her own business from scratch. However, she quickly realized the benefits of joining a franchise, such as being part of an established, recognized brand that offers a head start for new business owners. The&nbsp;<a href="https://freshcoatfranchise.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=how-this-canadian-is-following-the-american-dream-with-her-new-fresh-coat-painting-franchise-in-sarasota-florida-2723152" target="_blank" rel="nofollow">Fresh Coat</a> Painters brand appealed to Wasserman due to its commitment to quality, professionalism and the utilization of technology in its services. The company's strong relationships with vendors further solidified her decision to join the franchise.&nbsp;Wasserman is well on her way to realizing her own version of the American dream in sunny Sarasota, Florida, while establishing a reputation for providing exceptional painting services.1851 Franchise: Frame your personal story for us.&nbsp;What did you do before franchising, and how did you decide franchising made sense for you?Wasserman:&nbsp;I am Canadian originally, and I recently moved to Florida. I have a background in education and business management, directing operations and managing large groups of employees in customer service. But I’ve always wanted to be an entrepreneur.&nbsp;After moving to Florida, I saw that there was a big need for quality painting in this market. There has been a strong demand for home services ever since the pandemic. Homeowners want to make their spaces look better. People are spending more time at home than ever before. But being sort of new to the painting industry, I knew I wanted to go the franchise route because of the support and resources offered. I found out about Fresh Coat and thought it’d be a good match and a great opportunity&nbsp;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?Wasserman:&nbsp;I didn’t know too much about franchising. I always thought I'd do a startup on my own. But I quickly reorganized the benefits of being part of a franchise and joining a brand that was already built and nationally recognized. I thought that’d give me a great head start.&nbsp;1851:&nbsp;What made you pick this brand? What excites you most about this company?Wasserman:&nbsp;The business model, the support that comes down from corporate and the ongoing support offered by the other franchisees as well. The quality of service that this brand offers is also really unparalleled. Fresh Coat prides itself on providing quality, professional painting. That really drew me into the franchise. Also, the use of technology and the quoting software they provide franchisees is impressive. Fresh Coat has a lot of great established relationships with vendors.&nbsp;1851:&nbsp;What do you hope to achieve with your business? What are your plans for growth?&nbsp;Wasserman: Overall, I am really excited to grow this business in our area, network with different people and build a respected reputation for offering excellent painting services.&nbsp;1851:&nbsp;What advice do you have for other people thinking about becoming a franchise owner?Wasserman: They really should consider it if they haven’t before. Whether you are an existing business owner or a first-time entrepreneur, the benefits that come with the franchise and the support that is offered is invaluable.&nbsp;

How This Canadian Is Following the American Dream With Her New Fresh Coat Painting Franchise in Sarasota, Florida

1851 Franchise

As she launches her new business, Amy Wasserman is eager to network, expand her reach within the community and establish a reputation for providing exceptional painting services.

This brand page has been paid for by FRESH COAT. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

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For&nbsp;<a href="https://www.linkedin.com/in/fonsecaapr">Alex Fonseca</a>, owner of&nbsp;<a href="http://freshcoatfranchise.com">Fresh Coat Painters</a> of Muskegon, building a high-performing team has been crucial to business growth. As he has expanded, Fonseca has consistently focused on his team’s role in the business's broader trajectory, emphasizing culture and demeanor as well as more technical requirements such as accuracy and efficiency.“We get many of our customers through word of mouth,” he said. “So a customer being happy and telling their neighbors about us and our results… The painters who deliver that result are probably the most important people on our team.”<h2>Quality and Care as the Foundation</h2>What makes a “good team member,” for Fonseca, may be a bit more nuanced than expected.“Obviously, a very basic level would be someone coming in below the budget that we have for a project and being productive and efficient,” he said. “But for us, it’s just people who, when they show up, have a good presence about them.”In the home services space, a team's attitude is especially important, as they’re working in customers’ homes and often making significant changes to their biggest investment. Building teams that both make customers feel at ease and meet the quality expectations set for them lays a healthy foundation for Fonseca to further develop technically proficient painters.Shifting the definition of success from just speed and industry knowledge to a level of care, ability to build customer rapport, and potential for long-term value can be quite beneficial for the business.“Sometimes I would rather have a slightly slower painter who does a good job,” he said. “Customers are happy with that person and write reviews for them, and we’re going to get more jobs from those over time.”<h2>The Practical Approach To Building These Teams</h2>Since establishing these expectations, Fonseca has worked to develop a clear, actionable hiring and team development process. First and foremost, he focuses intently on hiring the right people, not just anyone who can do the job.“My initial thought was to hire people who have a lot of experience, but that’s when I realized that just because someone is a good painter doesn’t mean they’re a good person,” he said. “It’s really tough to teach someone how to be polite and mind their manners when they’re in someone’s home. We’ve been successful at hiring people based on their personalities and training them in the painting skills.”Fonseca doesn’t ignore the painting skills required to succeed as a part of the team by any means. He uses the resources available to him through the Painting Contractors Association and&nbsp;<a href="https://1851franchise.com/freshcoat/info">Fresh Coat</a> franchise system.“We’re a part of the PCA, and they put out a lot of material on how to train painters,” he said. “Fresh Coat also put together a painter advancement system. So we can place people in different categories based on their levels of expertise, and it shows them the skills they need to level up.”These tools allow Fonseca to hire and train effectively while also setting the stage for talent retention and increased profitability. As painters continue to learn and develop their skills, they can take on more complex, higher-paying jobs, boosting their earning potential and increasing revenue for the franchise.<h2>A Person-First Staffing Approach and Long-Term Vision</h2>As the scaffolding he has provided within his business supports the professional growth of his teams, Fonseca has also worked diligently to build and maintain a team that truly supports each other, collaborates naturally and celebrates one another’s wins.“Instead of seeing anything as a competition, we try to evaluate who is really great at something and pair them with someone else who is trying to develop that same skill,” he said. “Our painters are really open to giving each other feedback on the work that they do, and it comes from a place of love. They’re approaching it saying, ‘Hey, let me try to help you out.’”In addition to supporting painters’ professional development and advancement, Fonseca and his teams also celebrate one another’s personal successes.“I want my painters to enjoy their work, but I understand that they’re here to make money and support their families,” he said. “Understanding how work can be rewarding but also helps them meet their own personal goals encourages us to celebrate their wins outside of just work, too.”Over time, Fonseca has carefully and intentionally built a team that not only works well together but also brings the soft and technical skills that propel the business forward. Often, this requires a more disciplined approach and a true investment in team building rather than taking a “just hiring” approach, but the results are always worth the effort.“I’m willing to take longer to hire the right person rather than rushing to hire a bunch of people then realizing they’re not the right fit,” he said. “It’s important to try to envision, five years from now, what you want your company to look like. Who are the types of employees you want to have? And be intentional about hiring, supporting and developing those people now.”To find out more information on costs to buy this franchise, please visit&nbsp;<a href="https://1851franchise.com/freshcoat/info">https://1851franchise.com/freshcoat/info</a>.&nbsp;

Fresh Coat Painters franchise owner Alex Fonseca and President Lisa Hudson

Focusing on soft skills and professional development pathways as much as he emphasizes technical skill, Alex Fonseca has built and retained a thriving team of painters who power his business.

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MCALLEN, Texas&nbsp;—&nbsp;<a href="https://freshcoatpainters.com/locations/mcallen">Fresh Coat Painters of McAllen</a> has been recognized by the U.S. Small Business Administration, Lower Rio Grande Valley District Office, as the 2026 Veteran-Owned Small Business of the Year for the Lower Rio Grande Valley District. Owner&nbsp;<a href="https://1851franchise.com/freshcoat/why-this-army-veteran-chose-fresh-coat-franchise-ownership-as-his-next-mission-2720664#stories">Gilbert “Gil” Perez</a>, a U.S. Army veteran, first pursued franchise ownership following military retirement as he searched for a way to build a business of his own while doing valuable work in his own community.&nbsp;“I’m honored to receive this recognition from the Small Business Administration, not only for myself but for the teams and community members who have made it possible,” Perez said. “Hard work and service have always been a way of life for me. I took those values to the Army, and I still use them today with every&nbsp;<a href="http://freshcoatfranchise.com">Fresh Coat</a> project. Being named Veteran-Owned Small Business of the Year is a testament to the fact that, when you keep your values front and center and commit yourself to your community, the reward is immeasurable.”Perez was selected from business owners across the district, which spans 14 Texas counties, for his leadership, dedication and influence as a small business owner. In addition to his own resilience in business, Perez is celebrated for the commitment he has shown to positively impacting the community.Over his time as a&nbsp;<a href="http://1851franchise.com/freshcoat/info">Fresh Coat</a> franchise owner, Perez has served the McAllen community with quality, reliable painting services, and by thinking bigger, has been able to have a real impact beyond his organization. As a business owner, Perez is able to create opportunities for others, and he takes great pride in working alongside others who prioritize service and share his family-focused values. That commitment to service extends beyond his business, as Perez serves on the Board of Directors for&nbsp;<a href="https://www.nhporgv.com/">NHPO-RGV</a>, a professional organization dedicated to promoting enterprise and education for its members in partnership with the community.&nbsp;“After two decades of service, I was looking for another way to find purpose in my community,” Perez said. “Fresh Coat was my pathway, and I’m so proud of what I’ve built in McAllen. As a veteran, I know what it means to be a part of something bigger than myself, and business ownership has given me a platform to not only provide quality service but to become truly ingrained in the McAllen community, which has supported us every step of the way.”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.&nbsp;

image of freshcoat McAllen Named 2026 SBA Veteran-Owned Business of the Year

Following his service in the U.S. Army, Gil Perez pursued franchising with the national painting brand as a way to chase his dreams while serving the McAllen community.

Fresh Coat Painters of McAllen Named 2026 Veteran-Owned Small Business of the Year by the U.S. Small Business Administration, Lower Rio Grande Valley District Office

How This Canadian Is Following the American Dream With Her New Fresh Coat Painting Franchise in Sarasota, Florida

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