Former Real Estate Agent Opens Woman-Owned TruBlue Home Service Ally Franchise to Serve Seniors in Georgetown, Texas

After spending five years in the fast-paced world of real estate, Veronica Figueroa kept running into the same problem. Her clients didn’t just need help buying or selling a home; they needed someone they could actually trust to fix it. Finding dependable plumbers, electricians, or handymen was often harder than closing the deal itself.

When Figueroa relocated from North Dallas to Georgetown, Texas, she started thinking seriously about what she wanted next. Real estate had become isolating, and she was looking for a business that felt more connected to people, to community and to purpose. Growing up with a father who ran a construction company for more than 30 years, the home services world felt familiar for Figueroa. It also felt right.

That background ultimately led her to TruBlue Home Service Ally. She was drawn to its clear systems, hands-on support and mission to help seniors stay safely in their homes. Today, Figueroa is launching a woman-owned business in a traditionally male-dominated industry, focused on providing reliable, background-checked home services her neighbors can feel confident welcoming into their homes across Georgetown, Jarrell and Salado, Texas.

1851 Franchise spoke with Figueroa to learn more about her background, what drew her to TruBlue and her plans for the future. Here’s what she had to say:

1851 Franchise: Frame your personal story for us. What do you want us to know?

Veronica Figueroa: I was raised in North Dallas, and about three years ago I made the move to Georgetown. My dad owned a construction company for over 30 years, and for a long time I thought I might follow in his footsteps. When he decided to retire, though, that path didn’t quite work out the way I expected. I actually went to school to become a teacher and started doing real estate part time, and never imagined I’d end up owning a handyman business. But after settling into Georgetown and building a life here, I found myself naturally drawn back to the kind of work I grew up around. In a way, it feels like things came full circle. At first my dad was a little hesitant about me stepping into this industry, but now he’s one of my biggest supporters and that means a lot as I start this new chapter with my TruBlue business.

1851: What did you do before franchising, and how did you decide franchising made sense for you?

Figueroa: I was a licensed real estate agent for five years. Starting over in a new area was challenging, and while my business eventually picked up, I found it difficult to stand out amid the high competition. Being a real estate agent is similar to owning a business, but I felt very isolated without a community. I initially explored purchasing an established business, but I found the process complex and realized it could take years. Franchising made sense because it provides a “playbook” and a strong community where I can share struggles and access coaching and marketing resources.

1851: What was your perception of franchising prior to becoming a franchisee, and what do you want people to know about franchising now that you are in it?

Figueroa: Before getting into it, I think it's common to only associate franchising with large food concepts like McDonald's. What I want people to know now is that franchising isn't limited to massive fast-food chains; it also includes recession-resistant home services like TruBlue. It offers a proven system and strong leadership, which was incredibly important for me since I had never owned a business in the construction sector.

1851: What made you pick this brand? What excites you most about this company?

Figueroa: I chose TruBlue because of its vision for the future, particularly its focus on engaging with the senior community and providing services that help seniors remain comfortably in their homes. Georgetown has a large senior population, so this was a perfect fit. I also really appreciated the brand's efforts to build relationships with hospitals and clinics to address these specific needs. What excites me most on a day-to-day basis is the non-repetitive nature of the work. We might be fixing blinds one day and doing a bathroom remodel the next, and I love the satisfaction of seeing the final product.

1851: What do you hope to achieve with your business? What are your plans for growth?

Figueroa: My goal is to build a business that not only provides for my technicians, but also truly serves the needs of the Georgetown community. I want to create a sense of pride locally and be known as someone my neighbors can trust, the person behind the work, not just another large, impersonal company. It’s important to me that people feel a real connection to my business and know they’re supporting someone who lives and works right here in their community.

1851: Is there anything else about your story you want us to know?

Figueroa: I’m proud to be building a woman-owned business in this industry, and I think it brings a unique perspective when it comes to trust and communication with customers. At the end of the day, I just want people to feel comfortable and confident inviting us into their homes and know they’re in good hands.

1851: What advice do you have for other people thinking about becoming franchise owners?

Figueroa: Perform your due diligence and trust your gut. Be very cautious of taking unsolicited advice from people who lack relevant business experience. Instead, I recommend speaking with other business owners in your area, such as local boutique owners or groomers, because they are actively living the business experience and can offer insightful advice. Also, recognize that a franchise requires your full-time commitment and attention, especially when networking and ramping up the business quickly.

About TruBlue Home Service Ally:

TruBlue Home Service Ally® provides a unique and affordable approach to helping busy adults and seniors live a worry-free life by offering trustworthy handyman, home maintenance and senior modification services. Helping you maintain your home both inside and out, TruBlue’s services include handyman projects and to-do list chores, preventative home maintenance programs, kitchen and bath remodels, seasonal work and senior modification services, all handled by professional, bonded and insured Tru-Pro® Technicians. TruBlue franchise owners are required to complete senior home safety certification programs through the NAHB and Age Safe America. As certified specialists, TruBlue franchisees are able to perform aging in place home safety assessments and can make recommended safety modifications as needed.