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TruBlue Total House Care Eyes Florida as Top Market for Large Scale Growth

The 60+ unit franchise is targeting Orlando, Miami-Fort Lauderdale, Jacksonville and Naples-Fort Myers as part of its plan to reach 200 units by the end of 2022.

TruBlue Total House Care, the emerging home-maintenance franchise that provides maintenance services for seniors aging-in-place and busy families, is on the cusp of major franchise growth. America’s senior population has seen rapid growth over the past few years and, currently, more seniors than ever are looking to age at home, a trend that only continued to spike following the COVID-19 pandemic. As a result, cities across the country are seeing an enormous demand for high-quality in-home care and maintenance services. 

Despite the challenges of the past year, TruBlue sold 24 franchise locations in 2020 and has inked nine new agreements thus far in 2021. Now, the brand is looking to more than triple its size, from 60+ to 200 franchise units by the end of 2023, and has its sights set specifically on the retirement capital of the United States: Florida.

“As a country, we are experiencing a change in how and where people want to grow old,” said Sean Fitzgerald, TruBlue’s president. “Today’s seniors want to age comfortably in place, but no one is offering the type of ongoing home maintenance services they need to do so. We’re virtually alone in this segment, which is why our concept has been picked up by entrepreneurs all over the country. The current gap in available home maintenance and care services in Florida is stark and we are confident that there is a tremendous need for our services, paired with ample opportunity for ongoing market growth.”

Why TruBlue Is Targeting Florida for Growth

Currently, TruBlue is looking to add franchise locations in Orlando, Miami-Fort Lauderdale, Jacksonville and Naples-Fort Myers. Florida is famous for its status as a retiree haven, with attractive qualities including warm weather, fiscal soundness and retirement-friendly income tax laws. That is why the Sunshine State features some of the country’s highest life expectancy rates and median ages, with a whopping 8.6 million residents who are 50 and older — the second-largest population of this age in the country. Nearly 23% of Florida citizens are aged 60 or over, and this demographic comprises the state's second-largest economic sector, according to the Florida Department of Elder Affairs

In the U.S. alone, senior care is projected to become a $225 billion industry by 2024 and yet, even as opportunities sell out in saturated markets, the industry has struggled to provide the services necessary to help seniors age successfully in place. According to the National Council on Aging, 90% of seniors report they would prefer to age at home and TruBlue provides franchise owners and prospects with an opportunity to enter into the senior service industry in a new and meaningful way, offering seniors with unmatched support both in and out of the home.  

“Medical technology is helping people live longer, healthier lives and as a result, the senior population is only going to continue to grow year after year,” said Fitzgerald. “Seniors are looking to age in place, comfortably, in the home that they’ve had for decades and, with a few safety modifications, many are able to continue to live at home for years to come.” 

TruBlue gives franchisees an opportunity to tap into this demand through an unmatched offering in the senior services segment. 

“The senior population is increasingly in need of our trustworthy house care services, which is why TruBlue has been expanding rapidly over the past few years,” said Fitzgerald. “Now, we intend to keep that momentum going as we make major gains toward our goal of 200 units by 2023. Looking ahead, we are excited to continue partnering with qualified franchisees not only in Florida, but in every major market across the country.” 

Beyond Florida, TruBlue is actively targeting new franchise owners in Texas, specifically in Dallas-Fort Worth and Austin. The initial investment to start a TruBlue Total House Care ranges from $65,000 to $91,000 and interested owners can visit to learn more about franchising with TruBlue.