Residential cleaning franchise Home Clean Heroes has made its mark on the residential cleaning segment by intentionally going against traditional norms around marketing of cleaning businesses to develop a more modern offering. While other brands use the color pink and refer to their staff as “maids,” Home Clean Heroes uses the empowering term “heroes” to refer to its cleaning staff, and uses powerful, bright and refreshing brand colors spring clean (green), citrus fresh (yellow) and crisp air (lighter teal), pure blue (navy) in its marketing. By modernizing the traditional approach to residential cleaning, and providing its customers with an unmatched experience, Home Clean Heroes has seen incredible success with its first location in Virginia Beach, Virginia. To continue its nationwide expansion, Home Clean Heroes has identified Atlanta as a key market for franchise growth.
When creating its strategy for identifying the best opportunities for franchise success, Home Clean Heroes Director of Franchise Development Timothy Holadia started by mapping out key markets based on the demographics of its current customer base. One market that stood out as a natural target for growth was Atlanta, Georgia, due to the prevalence of affluent families and the population density throughout the area, particularly in Alpharetta, College Park, Hampton, Stockbridge, Smyrna, Dunwoody, Roswell and North Atlanta. The brand assigns territories based on a rough estimate of 40,000 households, and Atlanta has several areas that hit that benchmark.
“Atlanta has such a large number of our target customers, with a lot of households with working parents,” said Holadia. “In those cases, it’s hard to keep the house clean without giving up the weekend to do it, and most families value their time more than anything. They would rather set aside money to pay someone else to do it. There’s a lot of opportunity in Atlanta for a Home Clean Heroes franchise to be successful.”
Holadia also points to the dense population of target customers in Atlanta as being a benefit to prospective franchisees.
“From an operational and geographic standpoint, there are more territories in Atlanta due to the density of potential customers, which is of great value to our franchisees,” said Holadia. “There is not a lot of windshield time between jobs, which would allow for an additional job to be done in a given day compared to other territories that are more spread out. This also would help decrease the amount of drive time spent in Atlanta traffic.”
Holadia adds that because there are so many territories available in Atlanta where other brands might be sold out, franchisees could purchase the territory in their local community, which would eliminate the long commute that most Atlanta workers experience on a daily basis.
Home Clean Heroes has the backing of franchise industry powerhouse Buzz Franchise Brands (BFB), which also counts Pool Scouts pool cleaning franchise as one of the brands under its umbrella. BFB recently sold its first brand, Mosquito Joe, to Neighborly (formerly Dwyer Group) in late 2018, and is now focusing on growing the national footprints of Home Clean Heroes and Pool Scouts. Holadia points to the culture and support of Buzz Franchise Brands as another reason that Home Clean Heroes is a standout franchise opportunity.
“What sets Buzz Franchise Brands apart in the industry is that our culture is very franchisee-centric,” said Holadia. “For example, we don’t have minimum royalties, which is uncommon in the industry. If our franchisees aren’t making money, neither are we, so it’s in everyone’s best interests to help our franchisees succeed, and this mentality extends to our franchisees and their staff members as well.”
Holadia adds that because franchisees drive the brand’s success, the Buzz Franchise Brands team is selective about who they let into the system.
“When we have a candidate come in for Decision Day, we think of it as meeting the parents before the wedding day. We’re very transparent about what we’re looking for, and it goes both ways. Everyone has the opportunity to walk away without hard feelings.”
Home Clean Heroes plans to add 12 territories in the greater Atlanta area. The startup costs for a Home Clean Heroes franchise range from $102,077 to $165,016, which includes a $25,000 franchise fee. To learn more about franchising with Home Clean Heroes, visit https://homecleanheroesfranchise.com/.