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5 Reasons To Invest in a TruBlue Franchise in 2024

As the home maintenance landscape evolves, TruBlue stands out as the premier franchise system dedicated to the upkeep and support of seniors' homes both inside and out.

By Luca Piacentini1851 Franchise Managing Editor
SPONSOREDUpdated 2:14PM 03/21/24

With its unique positioning in the rapidly growing senior-care market, TruBlue Home Service Ally, the franchise that provides handyman, home maintenance and senior modification services for busy adults and seniors, has experienced significant growth, reaching nearly 100 locations nationwide. This growth is fueled by an increasing trend of seniors desiring to age in place and the corresponding rise in demand for home maintenance services.

Here are five reasons why investing in a TruBlue franchise in 2024 is a strategic choice:

1. Meeting the Needs of a Growing Senior Population 

The senior demographic continues to expand, with an increasing number of individuals expressing a desire to remain in their homes as they age. TruBlue's services are critical in enabling seniors to live safely and comfortably in their familiar environments. The franchise's approach includes comprehensive safety assessments and modifications, ensuring homes are adapted to meet the changing needs of aging residents.

“We’re really excited about the growth we’ve seen, but even more excited about what we’re able to provide for seniors and busy families,” said Sean Fitzgerald, President of TruBlue. “We want to make sure the home environment is not only as safe as it can be, but also well-maintained. We believe that if we focus on our customers and provide them with the best service possible, growth will organically follow. So far, that’s exactly what we’ve seen.”

TruBlue differentiates itself with a service model that resonates deeply with customers, leading to strong loyalty and referral business. The franchise's commitment to providing reliable, high-quality home maintenance services is complemented by its specialized focus on senior safety and independence. This unique market position not only satisfies a critical need, but also contributes to the franchisees' sense of purpose and fulfillment.

2. A Scalable Model for Senior Care Providers

As an entirely mobile franchise opportunity, new owners can dive directly into business following training rather than dealing with the setbacks and slowdowns that come with brick-and-mortar locations. Additionally, low startup costs mean that more franchisees can afford to start their own business while lower overhead costs allow owners to be on the road to positive cash flow and profitability right away. 

Specifically, the TruBlue business model is designed for entrepreneurs who are looking to add a complementary business to their existing senior care portfolio.

“Our target audiences and referral sources remain consistent, including doctors, discharge nurses and hospitals,” Fitzgerald said. “Our operations are compatible with other senior care operators, whether they are in-home health, medical care, transportation or anything else, allowing us to integrate seamlessly with existing health care teams. This synergy enables us to leverage their sales and marketing efforts, making the addition of TruBlue to their services a natural fit. We anticipate this trend will continue, especially as the industry shifts towards more aging-in-place support into 2024 and beyond.”

Plus, while most senior care concepts require medical accreditation or training, TruBlue is completely non-medical, saving the franchise owner money, time and energy. “The operations are also much simpler because the regulations are not as strict and you don’t need as many employees,” said Fitzgerald. “That makes it a really great add-on to existing businesses.”

3. Subscription-Based Revenue Models

TruBlue's revenue models, particularly its subscription service, underscore the brand's innovation. The subscription model, designed to maintain ongoing home upkeep, is crucial for both seniors and busy families alike.

"Subscription services are poised to revolutionize the senior care space, currently a small yet rapidly evolving segment of our business,” said Fitzgerald. “We've overhauled our approach to simplify management and enhance consumer understanding of essential home maintenance tasks. The challenge lies not in the willingness to maintain homes but in the knowledge of what exactly needs to be done. Our strategy includes leveraging technology for seamless management and billing, coupled with comprehensive educational resources for homeowners.”

And looking ahead, Fitzgerald says the future of home services will be geared towards subscription-based services, similar to how people take care of their vehicle. “Our vision is to become the 'Jiffy Lube' of home services, focusing on increasing awareness and accessibility to preventive care, ensuring homes maintain their value over time," he said.

This well-positioned business model explains why several TruBlue franchise owners reached the coveted $1 million revenue mark in 2023. 

"This success is just the beginning,” said Fitzgerald. “Even as a standalone handyman service, our business model is robust, but when you factor in our new subscription services and focus on senior care, the growth possibilities are truly expansive. The beauty of TruBlue lies in its organic growth potential over time. This is a testament to the solid foundation and promising future of our franchise model."

4. Pioneer’s Program and Winner’s Circle

As TruBlue approaches its goal of 100 locations, the franchise is rolling out incentive initiatives like the Pioneer's Program, which assists new franchisees with digital marketing efforts in key markets like Dallas, Columbus and Philadelphia.

“The first franchisee in each market is eligible for up to $63,000 in incentives, covering both digital marketing efforts and a $10,000 reimbursement for the first six months for a salesperson focused on referral-based business,” said Fitzgerald. “This dual approach addresses the initial challenge of establishing a solid business foundation."

Franchisees also have the unique opportunity to cut down on their initial costs even more through the brand’s innovative Winners Circle Program, which rewards owners for reaching different revenue milestones by refunding their franchise fee in full over time.

5. A Future-Oriented Approach

Looking forward, TruBlue is positioned for exponential growth, especially as it continues to see new national partnerships with existing senior care companies across the country. “Big companies, much larger than us, are partnering with us because they see how our service is needed and related to their business,” said Fitzgerald. “They are utilizing our network of franchisees to provide those services, and it will only become more prevalent as awareness around aging-in-place grows.”

TruBlue is actively seeking new franchise owners in markets across the country and has identified Orlando, Miami, Jacksonville and Naples in Florida as well as Dallas and Austin in Texas as key development markets.

In 2024, TruBlue continues to lead the way in providing essential services that enable seniors to age in place safely and comfortably. With a strategic focus on growth, TruBlue offers a compelling opportunity for entrepreneurs looking to make a difference in their communities while building a successful business. 

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