WHY I BOUGHT
Why this Husband-and-Wife Duo Decided to Expand Their Footprint with Threshold Brands and Jump Into Multi-Brand Ownership
Small business owners-turned-top-performing franchisees Eric and Kelly Ribeiro discuss why Threshold Brands was the right choice for their business endeavors and their decision to reinvest in the model.
Threshold Brands — the multi-brand franchisor behind popular home and commercial service franchises including MaidPro, USA Insulation, Men in Kilts, FlyFoe, Pestmaster Services, Plumbing Paramedics, Heating + Air Paramedics and Sir Grout — has seen a considerable boom in potential franchise owners across the country. Despite the challenges of the COVID-19 pandemic and the impact that it has had on businesses worldwide, the home services industry is in higher demand than ever before, creating opportunities for growth for Threshold Brands franchisees in new markets throughout the U.S.
Kelly and Eric Ribeiro, are two such examples. After owning a successful MaidPro franchise in Maryland, the couple decided to take the leap into multi-brand ownership and expand their portfolio to include a Pestmaster Services franchise, soon to open in Sarasota, Florida. Now, the Ribeiros have become the first Threshold Brands franchisees to own both MaidPro and Pestmaster brands. The Ribeiros have always felt the need to provide services within their community, beginning with their first business venture together in California running an offset printing company. This marked the first step for the couple in providing small business solutions and developing unique strategies for customer service. They soon put their creative minds to work once again to fill the needs and specific gaps in service in their next community.
From Printing to House Cleaning
With the launch of a successful business under their belts, the two decided to make the move back to the East Coast to be closer to family.
“After moving to Maryland, we began looking for new business opportunities to pursue. Similar to why we invested in our printing business,” said Kelly. “We found that MaidPro had a solid foundation and was just ripe for the business strategies we had developed there. Prior to this opportunity, I was hesitant about the level of control we would have as owners within a larger franchise system. When we met with what would become the Threshold Brands corporate team, they were interviewing us, but we were also interviewing them. We found their commitment to positive corporate culture a match to our own philosophy and the opportunity felt right.”
The Ribeiros bought their first MaidPro, located in Baltimore, Maryland, in 2010. Under their leadership the business, which started with 10 employees and 125 customers, grew to 50 employees and 700 recurring customers in just three years. Seeing how quickly they were able to grow, it soon became clear to the Ribeiros that a second location would be necessary in order to handle the high volume of demand.
“We had customers located in five counties, so we felt like we had to extend our business to better serve customers and our staff living throughout Maryland,” said Kelly. “Since growing to include our second location, demand has stayed high and we’ve been able to keep our forward momentum. Overall, we are within the top 10 franchise owners in the network.”
“The home services industry is growing in a meaningful way, offering vital services that customers value, especially during a time when many are spending more time in their homes,” said R. Scott Sutton, Threshold Brands’ chief growth officer. “We’re humbled and honored to be able to solve problems and provide world-class solutions to our customers that help each enjoy, connect and thrive in their most sacred of spaces - their homes.
“The Ribeiros’ commitment to caring for customer’s sacred spaces first began in their Baltimore community and now, as they expand to Sarasota, they will do the same with Pestmaster. We’re excited to see them both continue to grow and thrive with Threshold Brands.”
Sarasota Brings New Threshold Brands Business
After successfully launching their second MaidPro location in the Baltimore area, the couple experienced a life changing health event. Eric and Kelly learned that Kelly had a massive brain tumor threatening her life, and within four days of the discovery, she underwent invasive brain surgery. Side by side, the couple achieved full recovery, and in June of 2021 moved to Sarasota to enjoy good health and manage their business from afar.
Upon relocating, the couple’s entrepreneurial bug bit again, as the need for pest control services in Southwest Florida became abundantly clear. “Kelly noticed the ants and spiders right away, and she wanted a pest control company with an easy customer experience and comprehensive solutions,” said Eric.
Knowing that Threshold Brands also housed Pestmaster within its portfolio, the foundation was already laid to once again launch a new business venture of their own.
“Pest control is an essential service that people need within their communities,” said Eric. “A lot has happened in the world, including a recession and a pandemic, but these businesses survive because the need for the services will never go away. Home services require care and trust. With brands like Pestmaster and MaidPro, the talent can’t be outsourced or automated. Sarasota deserves the customer care and positive company culture our brands offer, and we want residents here to enjoy life in a safe, less buggy way.”
The Ribeiros’ Pestmaster location in Sarasota is slated to open in February. Once up and running, the two have plans to introduce Pestmaster to the greater Baltimore area as well.
Growing With Threshold Brands
The success the Ribeiros have had with MaidPro is tremendous and the two are setting the stage for continued multi-brand ownership within the Threshold Brands umbrella moving forward. With three locations and two brands under their belts, the couple has no plans of slowing down. They hope to continue to expand their presence in both Maryland and Florida with Threshold Brands as customer demand continues to grow.
And that demand is certainly sure to grow. Currently, the home-services industry is stronger than ever due to the COVID-19 pandemic and is expected to grow by $4.7 billion worldwide between 2021 and 2025. Now, with more than 400 points of presence across the country and a strong brand portfolio, Threshold Brands is ready to meet the coming demand.
For more information on franchising with Threshold Brands, visit https://www.thresholdbrands.com/.