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How TruBlue is Breaking Through on the Subscription Service Industry

While more senior care franchise concepts are emerging daily, TruBlue Total House Care stands out as one of the only concepts meeting the ongoing home maintenance demands with subscription service offerings.

By Derek Stephens1851 Franchise Contributor
SPONSORED 6:06AM 08/09/22

TruBlue Total House Care, the franchise that provides subscription-based home maintenance and handyman services for seniors and families, is seeing significant expansion as the senior population continues to grow. And because seniors require ongoing help around the house, maintenance is not simply a matter of installing a few key modifications and moving on to the next job. That’s where TruBlue’s recurring service offering, House Care Plus, provides a key differentiator from other brands in the home services industry. 

“People sometimes don’t realize how much routine maintenance needs to be done around the home,” said TruBlue President Sean Fitzgerald. “If neglected, it leads to major and costly repairs. If you look at your car, for example, people are conditioned to get routine maintenance. Everyone knows it. You don’t drive until it breaks down. The home should be the same, but people don’t realize that.” 

TruBlue’s subscription service allows homeowners, specifically seniors and busy adults, to ensure that their home maintenance is taken care of, whether it be mulching, picking up brush, touching up paint, putting batteries in smoke directors, fixing a sink or otherwise. 

“It could be relatively simple, or it could be complex, but just by keeping up with these tasks, it increases efficiency and cost savings for the homeowners,” said Fitzgerald. “There is routine maintenance that can be done in every room. We know what needs to be done. In addition, we know that people have a list of to-dos around the home. Our target customers just don’t have time, so having a program like TruBlue House Care Plus allows them to feel more confident in their home management.”

TruBlue Total House Care franchisee Brett Swatsenbarg, who signed on with the brand in California at the start of 2022, says she’s seen a lot of one-time clients convert to the subscription program, as well as clients seeking it out to begin with. 

“Clients all say the same thing: they can’t do these tasks anymore, and they really want somebody in their home to maintain them,” said Swatsenbarg. “Our subscription program is very profitable, but it is also one that clients really value. You become a trusted partner with them — they don’t want to call somebody different every time; they want you there to make it easy. So the subscription is something that gives them that peace of mind.”

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. 

“From a business perspective, 30% to 50% of our customers repeat service within 90 days,” said Fitzgerald. “They’re already repeat customers, but with the subscription model, we can turn that into recurring revenue by becoming their home ally. Subscription services should also lead to additional business opportunities because being in the home frequently allows us to point out other projects that need to be done. At the very least, our subscription services create a steady stream of income on a monthly basis, which is nice to have in any business. ”

Best of all, TruBlue franchisees can tap into this lucrative model with competitively low startup costs — ranging from $65,000 to $91,000 — and a simplified operational model, which requires no brick-and-mortar location. 

And today, Fitzgerald says consumers are increasingly becoming more acclimated to subscription-based service models. “It isn’t a hard sell anymore,” he said. “People are used to paying for subscription services now, which wasn’t really the case 20 years ago. Everything is a subscription today, and the customer is more willing to sign on with our House Care Plus.”

Now, as awareness around aging in place continues to increase and TruBlue makes waves in the industry, Fitzgerald says the brand is excited to continue partnering with franchisees across the country. 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