Many franchisors get caught up in discussing “why their brand” is the best much too early in their development process. You know this and I know this. Candidly, I can say that at times Lawn Doctor have been guilty of falling into this trap.  While we can all appreciate a great product or service, system or brand, it is more important for candidates to figure out and be sold on why the sector or industry they are considering makes good business sense. We all want to feel smart for looking into anything we do, right? I wanted to provide some information that I feel will be helpful not only for your candidates, but for you as well when positioning our type of business. So, why home services? There are a number of reasons to love being in a home services related businesses right now. There are massive benefits to recurring revenue, high customer retention rates, mobility, flexibility and of course lower fixed expense without the need for bricks and mortar like one would need in retail. All that said, in order to grow a business, the business owner needs customers! The most compelling reason for entering into a home service-related business that jumps out to me, after hearing numerous other business leaders speak about the subject, is the trend of “delayed adulthood” starting to shift. This is a major reason home services are a 500+ billion dollar and growing industry. That reason is the massive growth of new home formation happening right in front of our eyes! Currently, 37% of homebuyers are millennials ; this is a 16% greater share than baby boomers, a 54% greater share than Gen X, and over 300% greater share than the silent generation. This gap is expected to grow wider and accelerate over the coming years. This is because the average homebuyer today is in their early forties and the massive cohort of millennials are just now coming into peak homebuying age. A full 28% of the U.S. population, more than 90 million people, are currently between the ages of 20 and 40. This great shift in housing ownership will have profound effects on the home services market, where millennial consumer preferences are considerably more primed for instant, on-demand service provision than previous generations. In addition to expecting more on demand service, younger people value time and experiences, thus willing to spend disproportionately to their income to have tasks done for them. Throw into the mix baby boomers, aging in place with perhaps some physical limitations and staying in their homes longer than ever before…well, there seems to be a perfect storm brewing that will serve us, our business, our owners and the home services space in general quite well in the years to come. I encourage you to check out this research report from Home Advisor. I found it to be pretty eye opening and think you will as well.  https://www.homeadvisor.com/research/reports/market/