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How TruBlue Total House Care Stands Out in the Home-Based Business Model Industry

While many franchise concepts offer a home-based model, TruBlue stands out with a low cost of entry, a differentiated consumer offering and recurring revenue opportunities.

TruBlue Total House Care, the home service franchise, has carved out a lucrative niche as the only franchise brand focused on providing maintenance services for busy adults and seniors aging in place. With a simple, home-based business model, TruBlue is continuing to appeal to entrepreneurs looking to service the fast-growing senior population and the demand for home services. The brand is preparing for widespread growth throughout the country, aiming to more than triple its size in franchise units by the end of 2025. 

“TruBlue is one of the most unique franchise opportunities in the high-demand home service and senior industry,” said TruBlue President Sean Fitzgerald. “It is a home-based business, with minimal overhead, no buildout costs, or brick and mortar expenses, making the concept far more affordable than other franchise concepts. You can also enjoy year-round revenue opportunities from three strong profit centers, all from the comfort of your own home office.”

Home-based franchises have become more popular than ever following the COVID-19 pandemic. Even the most established brands have begun to explore why they need to rent expensive downtown office space when work can get done just as well when employees work from home. They offer franchisees the ability to better manage a schedule, spend more time with their family and enjoy a better work/life balance. The streamlined operating model, which often requires fewer employees, is also a major perk as industries everywhere struggle through the ongoing labor shortage.

But what separates TruBlue from all the other home-based franchise concepts out there?

Multiple Revenue Streams for an Affordable Cost

For the low startup costs ranging from $65,000 to $91,000, TruBlue franchise owners can leverage a streamlined operational model to provide three in-demand services to their community: traditional handyman services, subscription-based home maintenance programs, and senior home modification services.

TruBlue offers senior services in the form of home assessments that puts the franchise owner in a strong position to provide a quote and complete the necessary safety modifications such as installation of ramps and grab bars, widening of doorways, etc., for seniors looking to stay in their homes as they age. TruBlue owners can also provide on-demand projects such as quick fixes and improvements, which can be a great source of income for the business serving multiple markets, including seniors aging in place, busy adults and the commercial project audience. Lastly, TruBlue owners can offer packages of home maintenance services to customers on a recurring basis, resulting in reliable revenue.

“We are a high-margin business that requires a very low cost of materials,” said Fitzgerald. “When you have a low cost of operations monthly, with high demand and high margins, that's a great formula for success. Every location is fully scalable — there’s no limit to the amount of in-home services a franchise owner can provide, so you don’t have to open a second location in order to grow.”

Lastly, while other home-based concepts may also be affordable, TruBlue is the only complete and ongoing home services franchise with a Winner’s Circle program, allowing franchisees to earn back their franchise fee in full. 

A Massively Popular Industry

Perhaps the biggest factor that separates TruBlue from any other home-based franchise is the brand’s unique strong target demographic: seniors. According to the National Council on Aging, 90% of seniors say they plan to remain in their homes for the next 5–10 years, and Fitzgerald says that trend shows no signs of slowing down. Home improvement spending by homeowners 65 and older will account for nearly a third of total remodeling expenditures by 2025, more than twice the portion that group spent in 1995-2005.

“Aging in place starts with simple home modifications,” he said. “The home needs to be well-maintained and set up properly. As seniors age, they can’t always tackle the tasks that need to be done to keep the home safe and in shape. That is where we come in.” 

TruBlue can perform thorough safety assessments for each home before modifying the space accordingly to make it safer and more comfortable for seniors, reducing the risk of falls and other health hazards. They offer support both inside and outside of the home to help seniors age safely in place for longer. Whether that means changing light bulbs, fixing a leaky faucet, raking leaves, or making larger-scale adjustments to the home in order to ensure senior safety, TruBlue provides handyman and home services that both seniors and busy adults can trust. 

“There is a high demand for quality home service, and the industry is notorious for poor customer service,” Fitzgerald said. “That alone makes us stand out. Our handymen and women are background checked and are trained on providing the best ongoing help and support for busy adults who just don’t have the time and seniors living at home.” 

TruBlue is one of the few entryways into the massive senior industry that doesn’t require a medical background to get started. 

An In-Depth Support Infrastructure

Franchisees don’t need to be an expert in senior care or even home improvement because, unlike other home-based franchises that simply sign franchisees and send them on their way, TruBlue provides comprehensive training and ongoing support for all franchise owners led by an experienced executive team.

“As a franchise owner, you receive check-in calls from members of our operations support team to help you grow your businesses, win new customers, and address any questions you might have,” said Fitzgerald. “We have developed an intensive fast-start launch checklist and management system with targeted tasks to help you establish your business quickly and maintain success.” 

Similarly, TruBlue provides robust lead generation and networking programs to keep franchise owners connected with valuable partners and referral sources in their communities such as realtors, home care agencies, property managers, small business owners, healthcare providers and homeowners’ associations.

“We fully stand behind our proven operating, marketing, coaching and technology systems and tie our success directly to your success, creating a true long-term partnership that supports you and your business,” said Fitzgerald.

Looking ahead, Fitzgerald says the TruBlue team is gearing up for major franchise expansion, with plans to reach 225 units by 2025. TruBlue is actively seeking new franchise owners in markets across the country and has identified Orlando, Miami, Jacksonville and Naples, Florida, as well as Houston and DallasTexas, 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