5 Reasons TruBlue Total House Care Continues to See Explosive Growth in 2022

TruBlue Total House Care, the franchise that provides subscription-based home maintenance and handyman services for seniors and families, is emerging as a true disruptor in the franchising industry. After seeing significant growth in 2021, doubling its revenue for the second straight year, the brand is keeping pace in 2022. Now, with the senior population growing and the demand for home services skyrocketing post-COVID, the future of TruBlue Total House Care is looking bright.

“The year so far has been great, both in terms of same-store sales growth and new unit development,” said Sean Fitzgerald, TruBlue’s President. “We opened a dozen franchise locations in the first quarter of 2022, and Q2 is on track to be the same. At this rate, 2022 is set to be our best year ever.”

So, what are some of the reasons behind this impressive growth trajectory?

1. An Increase in Demand in an Already High Demand Catagory

A so-called “silver tsunami” of Baby Boomers is already hitting retirement age, and the senior population is growing fast. According to the National Council on Aging, 90% of seniors plan to remain in their homes for the next 5–10 years, and Fitzgerald says that trend shows no signs of slowing down.

“The demand for aging in place is only increasing following the COVID-19 pandemic,” said Fitzgerald. “And as awareness around the concept of aging in place grows, everyone is scrambling to figure out how to help seniors do so successfully. Understanding how to keep up with home maintenance is a major part of that solution.” 

TruBlue performs thorough safety assessments for each home before modifying the space to make it safer and more comfortable for seniors, reducing the risk of falls and other health hazards. And while most at-home senior care services focus on light housekeeping, bathing and meal prep, TruBlue offers support both inside and outside of the home to help seniors age safely in place for longer. 

“People also realize that in-home senior care is a huge industry, but they don’t want to necessarily be involved in providing medical care because that can be very complex,” said Fitzgerald. “The beauty of TruBlue is that we can help seniors age in place without worrying about the complexities of medical care. That means we are one of the few entryways into the massive senior care industry that doesn’t require a medical background or specialized training.”

2. A Streamlined Model with Low Costs and High Margins

As demand grows, TruBlue offers franchisees a way to tap into that lucrative market share for the relatively low startup costs of $65,000 to $91,000 and operating overhead. This is primarily due to the brand’s simplified operational model, which requires no brick-and-mortar location. With this proven business model, TruBlue franchisees are seeing fast scalability, helping the system expand. 

“Our business requires a very low investment because it is very simple work that doesn’t need a large staff,” said Fitzgerald. “We are taking on to-list chores and light handyman work, so we aren’t in the house eight hours a day, seven days a week. That makes the overhead very low and the margins very high. When you couple those together, you have a business that grows very organically.” 

3. Subscription Model - Recurring Revenue

In addition to serving seniors, TruBlue’s handyman services also appeal to busy adults and families. “Busy families are running around with their kids, going to soccer games and dance recitals,” Fitzgerald said. “Their weekends are packed, leading to the home being neglected. With our help, families can stay on top of routine work to avoid larger and more costly problems down the road. We provide a network of certified, reliable professionals who families can trust in their homes.”

TruBlue’s recurring service offering, House Care Plus, provides a key differentiator from other brands in the home services industry. For TruBlue’s growing roster of franchise owners, House Care Plus offers a lucrative recurring revenue model, offering maintenance services and reminders about routine maintenance scheduled regularly throughout the year.

“People who look at the TruBlue opportunity are seeing more people move towards subscription-based services because most people are not great at home maintenance, especially the younger generation,” said Fitzgerald. “They would prefer someone to take care of their home on a subscription basis, and we can do that for them.”

4. A Differentiated Consumer Offering

While several handyman franchise brands are out there, Fitzgerald says TruBlue has seen such significant growth because it stands out from the crowd. Not only does the brand cater to the often underserved senior market, but it also does so with a level of professionalism that is hard to find in the industry. 

“Our major differentiating factor with consumers is the level of trust and reliability we emphasize with our employees,” said Fitzgerald. “These are not 1099 workers — they are background checked, screened and insured. We are not going to send just anybody into a customer’s home. That is the senior care industry standard, and we apply those same standards to home services. As a result, we stand out for both seniors and busy families. Our higher level of service makes us unique, which leads to more repeat clients and referrals for franchisees.”

5. Strategic Partnerships / National Accounts

Looking ahead, Fitzgerald says the TruBlue team is gearing up for major franchise expansion, with plans to reach 225 units by 2025. As awareness around the importance of aging in place continues to increase, TruBlue is emerging as a leading franchise in the space due to a wave of national partnerships like Right at Home Senior Care, Comfort Keepers Senior Care, and a steadily growing footprint.

“I really believe everyone should look into the business because once you look at the metrics and lifestyle benefits, it is really exciting in terms of where we are going,” said Fitzgerald. “Plus, it is not a difficult business to run. It requires passion and determination, but you don’t need to know how to build anything to run a franchise. It is really just sales, marketing, and connecting with people.” 

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

The total investment estimate for a TruBlue Total House Care franchise ranges from $65,050–$91,400. To learn more about franchising with TruBlue, please visit https://trubluefranchise.com/.