For years, America’s senior population has only continued to grow. More and more, seniors are looking to age in place and stay at home, creating a spike in the demand for in-home care services. As a result, the senior care industry has struggled to provide the services and resources necessary to help today’s seniors age successfully in place. Today, few businesses are as well-positioned to meet that demand as TruBlue Total House Care, an emerging home-maintenance franchise that has carved out a lucrative niche as the only franchise brand focused on providing maintenance services for seniors aging-in-place and busy families. TruBlue believes that aging in place starts with a safe home and the company offers ongoing in-home support to help seniors remain at home for as long as possible. Now, the brand is preparing for widespread growth throughout the country, aiming to more than triple its size from 60+ units to 200 franchise units by the end of 2023.
“As a country, we are experiencing a change in how and where people want to grow old,” said Sean Fitzgerald, TruBlue’s president. “Plenty of companies have identified the growing desire from seniors to remain at home and, as a result, these companies have started offering more advanced in-home care services that address the medical needs that come with aging at home. However, almost no one is offering home maintenance specifically for seniors, despite staggering demand. We’re virtually alone in this segment, and we’ve seen tremendous growth as a result.”
How TruBlue is Meeting the Demands of a Fast-Growing Industry
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 is by no means exclusive to the baby boomer generation that is currently flooding the senior care market.
“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. “As we saw with COVID, people are using their homes in much more versatile ways than they used to, and seniors are looking to age in place in the home that they’ve had for decades.”
One of the challenges many families face as they help an aging loved one live at home is the fact that most houses are not equipped to meet the evolving needs of seniors. TruBlue addresses that problem head-on by performing 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.
But Fitzgerald says TruBlue’s value to seniors goes beyond addressing only the most severe safety needs. “Seniors need a lot of help around the house. Things that many younger people take for granted, like changing a light bulb or moving a piece of furniture, are major challenges for seniors, and they don’t want to call a different specialist to handle each and every issue; they want a trusted source who can come help when they need it,” he explained.
How TruBlue Is Leveraging a Uniquely Lucrative Revenue Model
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.
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 that are scheduled regularly throughout the year.
“Most handyman companies come in, do a quick assessment of the home and then make the necessary modifications, but that’s where the work stops,” Fitzgerald explained. “With House Care Plus, we schedule regular visits in advance to check air filters, clean, do yard work — all sorts of things that seniors can’t easily do themselves. And, while this service is essential for many seniors, it’s also beneficial for busy families who may not have the time to keep up with regular maintenance around the house. With our help, families can stay on top of routine work in order 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.”
How TruBlue Is Leveraging Low Costs and Streamlined Operations for Widespread Growth
Given the increasing rate of demand for in-home care services and the strength of TruBlue’s offering, the franchise’s ambitious growth goals are no pie-in-the-sky dream. TruBlue’s low startup costs — ranging from $65,000 to $91,000 — and low-overhead operational model, which requires no brick-and-mortar location, have been refined to support a rapid pace of growth.
“Startup costs and overhead are extremely low, so franchise owners can break even quickly and reinvest in their own growth,” he said. “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.”
An ideal TruBlue owner has a strong background in leadership in addition to marketing and sales experience. Crucially, no specialized handyman skills or certifications are required to own a TruBlue franchise. Instead, owners can stay focused on the growth and success of their business.
“It is not a difficult business to run,” Fitzgerald said. “It requires passion and determination, but you don’t need to know how to build a wheelchair ramp to run the company, making it one of the few entryways into the massive senior care industry that doesn’t require a medical background or specialized training.”
TruBlue currently has 60+ locations in operation across eight states, and the brand is already making headway on its goal of reaching 200 units by 2023 with nine new franchise locations currently in development. 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 for 2021.
To learn more about franchising with TruBlue, visit www.trubluefranchise.com.
ABOUT TRUBLUE TOTAL HOUSE CARE
TruBlue Total House Care provides a helping hand around the house — inside and out. TruBlue’s services include to-do list chores, handyman services, house cleaning, maintenance, yard work, emergency repairs, seasonal work and preventative maintenance, all handled by a personal House Care Manager. TruBlue strives to provide affordable, worry-free living for seniors and hassle-free living for busy adults by providing full-service, trustworthy house care services. TruBlue franchise owners are required to complete the Senior Home Safety Certification program through Age Safe® America. As specialists, TruBlue franchisees will be able to perform Senior Home Safety Assessments and can make those recommended safety modifications if needed.
TruBlue Home Service Ally
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As the only franchise system focused on maintenance and support for seniors both inside and outside of the home, the fast-growing brand is uniquely well-positioned to meet the demands of the rapidly expanding senior-care market.
For years, America’s senior population has only continued to grow. More and more, seniors are looking to age in place and stay at home, creating a spike in the demand for in-home care services. As a result, the senior care industry has struggled to provide the services and resources necessary to help today’s seniors age successfully in place. Today, few businesses are as well-positioned to meet that demand as TruBlue Total House Care, an emerging home-maintenance franchise that has carved out a lucrative niche as the only franchise brand focused on providing maintenance services for seniors aging-in-place and busy families. TruBlue believes that aging in place starts with a safe home and the company offers ongoing in-home support to help seniors remain at home for as long as possible. Now, the brand is preparing for widespread growth throughout the country, aiming to more than triple its size from 60+ units to 200 franchise units by the end of 2023.
“As a country, we are experiencing a change in how and where people want to grow old,” said Sean Fitzgerald, TruBlue’s president. “Plenty of companies have identified the growing desire from seniors to remain at home and, as a result, these companies have started offering more advanced in-home care services that address the medical needs that come with aging at home. However, almost no one is offering home maintenance specifically for seniors, despite staggering demand. We’re virtually alone in this segment, and we’ve seen tremendous growth as a result.”
How TruBlue is Meeting the Demands of a Fast-Growing Industry
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 is by no means exclusive to the baby boomer generation that is currently flooding the senior care market.
“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. “As we saw with COVID, people are using their homes in much more versatile ways than they used to, and seniors are looking to age in place in the home that they’ve had for decades.”
One of the challenges many families face as they help an aging loved one live at home is the fact that most houses are not equipped to meet the evolving needs of seniors. TruBlue addresses that problem head-on by performing 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.
But Fitzgerald says TruBlue’s value to seniors goes beyond addressing only the most severe safety needs. “Seniors need a lot of help around the house. Things that many younger people take for granted, like changing a light bulb or moving a piece of furniture, are major challenges for seniors, and they don’t want to call a different specialist to handle each and every issue; they want a trusted source who can come help when they need it,” he explained.
How TruBlue Is Leveraging a Uniquely Lucrative Revenue Model
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.
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 that are scheduled regularly throughout the year.
“Most handyman companies come in, do a quick assessment of the home and then make the necessary modifications, but that’s where the work stops,” Fitzgerald explained. “With House Care Plus, we schedule regular visits in advance to check air filters, clean, do yard work — all sorts of things that seniors can’t easily do themselves. And, while this service is essential for many seniors, it’s also beneficial for busy families who may not have the time to keep up with regular maintenance around the house. With our help, families can stay on top of routine work in order 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.”
How TruBlue Is Leveraging Low Costs and Streamlined Operations for Widespread Growth
Given the increasing rate of demand for in-home care services and the strength of TruBlue’s offering, the franchise’s ambitious growth goals are no pie-in-the-sky dream. TruBlue’s low startup costs — ranging from $65,000 to $91,000 — and low-overhead operational model, which requires no brick-and-mortar location, have been refined to support a rapid pace of growth.
“Startup costs and overhead are extremely low, so franchise owners can break even quickly and reinvest in their own growth,” he said. “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.”
An ideal TruBlue owner has a strong background in leadership in addition to marketing and sales experience. Crucially, no specialized handyman skills or certifications are required to own a TruBlue franchise. Instead, owners can stay focused on the growth and success of their business.
“It is not a difficult business to run,” Fitzgerald said. “It requires passion and determination, but you don’t need to know how to build a wheelchair ramp to run the company, making it one of the few entryways into the massive senior care industry that doesn’t require a medical background or specialized training.”
TruBlue currently has 60+ locations in operation across eight states, and the brand is already making headway on its goal of reaching 200 units by 2023 with nine new franchise locations currently in development. 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 for 2021.
To learn more about franchising with TruBlue, visit www.trubluefranchise.com.
ABOUT TRUBLUE TOTAL HOUSE CARE
TruBlue Total House Care provides a helping hand around the house — inside and out. TruBlue’s services include to-do list chores, handyman services, house cleaning, maintenance, yard work, emergency repairs, seasonal work and preventative maintenance, all handled by a personal House Care Manager. TruBlue strives to provide affordable, worry-free living for seniors and hassle-free living for busy adults by providing full-service, trustworthy house care services. TruBlue franchise owners are required to complete the Senior Home Safety Certification program through Age Safe® America. As specialists, TruBlue franchisees will be able to perform Senior Home Safety Assessments and can make those recommended safety modifications if needed.
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