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Why These Senior Care Operators Decided to Invest in TruBlue Total House Care Franchise

Roxanne Batson and Mur Feldman originally signed on with the home maintenance franchise after recognizing an unmet demand for quality handyman services in their community of Birmingham, Alabama.

By Luca Piacentini1851 Franchise Managing Editor
SPONSOREDUpdated 3:15PM 07/14/22

When friends and business partners Roxanne Batson and Mur Feldman discovered TruBlue Total House Care, the franchise that provides subscription-based home maintenance and handyman services for seniors and families, they immediately recognized an opportunity to bring a much-needed service to their community. Since opening their location late last year, the duo have continued to thrive as entrepreneurs thanks to the support and backing of TruBlue’s proven business model.

The Road to TruBlue Ownership

Batson and Feldman both come from diverse backgrounds, including careers in finance and healthcare, as well as first-hand entrepreneurial experience. Feldman worked as a school teacher before investing in a non-medical care franchise that provided in-home care to seniors. Batson worked as a financial consultant with Merill Lynch before starting a company, The Clicker Girls, which sold computer software and hardware to schools. It was through The Clicker Girls that Batson and Mur first connected as business partners after being introduced to each other by their respective husbands. 

“We ran that business together for several years before I retired and Mur went on to run her healthcare business,” said Batson. “We really liked to help people and try and make a difference in our community, so when we saw a commercial for TruBlue, we were drawn to the idea right away.”

Both Batson and Feldman had elderly parents that needed care during that time, and they saw first-hand how hard it was to find quality care and help around the house. As on-the-go entrepreneurs, the duo also knew from personal experience how busy families of all ages can benefit from quality handyman services. 

“What appealed to us was the possibility to give people the support they need to stay in their homes long-term if they are seniors, or to maintain a nice home if they are busy families,” said Batson. “It gives them that freedom and time back. We knew our community could benefit from this service and that we could make a real difference.” 

According to the National Council on Aging, a whopping 90% of seniors say they plan to remain in their homes for the next 5–10 years. TruBlue services help seniors remain at home by performing safety assessments before modifying the space accordingly. The modifications made to the home make a safer and more comfortable space for seniors, reducing the risk of falls and other health hazards. TruBlue offers a range of customizable, subscription-based services that customers — whether they be seniors or just busy families — can bundle, depending on their unique needs and their unique home. 

How TruBlue Helps Franchisees Achieve Their Entrepreneurial Dreams

With previous franchising experience, Batson and Feldman understood the advantages of partnering with a proven franchisor like TruBlue. The more they interacted with the leadership team and researched the business model, the more they could tell they would have everything they needed to thrive in their market.

“Starting a business without any background or support is very difficult and you are going to make a lot more mistakes than if you have someone telling you how to avoid them,” said Batson. “TruBlue had already built this business model and we didn’t see any reason to reinvent the wheel. They guide you through the process and teach you about every aspect of the business.”

And as female entrepreneurs, the duo say this support has been particularly valuable and meaningful. 

“As a female-owned business, it has been so great to have the supportive people behind you that have knowledge and don't treat you any differently than if you were a male or anybody else,” said Batson. “They gave us the resources, training and guideposts to start this business and provide a quality service, whether it be with software, marketing or hiring. All of that comes together to create the kind of business that feels like family.” 

Feldman agrees, noting that the support doesn’t stop once the business gets up and running. “The support has been wonderful and we have been very impressed,” she said. “Anytime we call in with a question, they answer right away. There is never a delay or any doubt that they are going to get back with us.”

In addition to support, TruBlue’s low startup costs — ranging from $65,000 to $91,000 — and low-overhead operational model, which requires no brick-and-mortar location, allow franchisees like Batson and Feldman to thrive from day one. Franchisees have the unique opportunity to cut down on those costs even more and see their franchise fee returned in full through the brand’s innovative Winner’s Circle Program.

Since starting their TruBlue business in September of 2021, Batson and Feldman say the business has been off to an exceptionally strong start, with nearly 500 projects completed already. When it comes to the reason behind that fast growth, Feldman says there is a strong need for TruBlue’s services in their community of Bringman. 

“Finding a handyman is so hard for everybody,” Feldman said. “Every time we talk to a prospective customer, they are so excited to know there is a service out there like ours that can handle all of the little projects other providers won’t tackle. We can get up on the ladder and change the battery or put in a ceiling fan, whatever they need.”

Beyond just filling a demand, Batson says TruBlue has allowed them to provide a fulfilling service in their community. “We have so many clients who tell us that they had renovated their homes, asked their contractor to come back for little things, and never could get them there,” she said. “We are thrilled to be able to provide prompt service, on time, with polite people who care about the services they are providing.”

The Time Has Never Been Better to Join the TruBlue Team

Looking ahead, the TruBlue team hopes to partner with more qualified and passionate franchisees like Batson and Feldman to help reach their goal of 100-plus locations by the end of 2022.

“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, TruBlue’s President. “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 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