Brands Winning at Franchise Marketing: Green Home Solutions

2017 was a big year for Green Home Solutions*. The mold-removal and air-quality franchise added 65 new units and 15 new franchisees to its system, further establishing the brand as a leader in the segment.

While 2017 marked one the largest development runs in the brand’s history, it was not out of step for the franchise, which has grown steadily since its founding. Green Home Solutions boasts more than 150 units in markets across the U.S., and the franchise is planning on opening nearly 100 more before the end of 2018.

We talked to Green Home Solutions’ chief development officer, Glen Snyder, to learn how the brand has been able to attract the best franchise partners to support their substantial growth. Among other strategies, Snyder emphasized the importance of encouraging growth among existing owners, who necessarily know the brand and operational model better than any new investor could.

1851: How does Green Home Solutions find the most qualified franchisees to open new units?

Snyder: We always look to our existing franchisees first. Existing owners understand the value of the brand, they understand the work that goes into running a store and they understand how customers engage with the brand. By leveraging that knowledge, franchisees can get new stores off the ground right away, which reduces their investment substantially.

1851: Does Green Home Solutions market to existing franchisees?

Snyder: We market to existing franchisees by staying in touch with them and letting them know about the opportunities that are available. It all comes down to communication. You have to understand the aspirations of every single operator so that you can help them grow the way they want to.

1851: How does Green Home Solutions encourage single-unit franchisees to expand?

Snyder: We don’t push. Franchisees don’t typically need much convincing. There is no magic curtain hiding the secret benefits of multi-unit ownership. Franchisees know exactly what they are getting with a new unit. So, if they don’t feel they are ready, they probably aren’t. Every owner has a capacity for what they can successfully manage, and if we try to sell additional units to a franchisee who is not interested in growing, we are going to end up with an underperforming unit and a miserable franchisee.

1851: What does Green Home Solutions look for in new franchisees?

Snyder: We look for people who share our values, and we try to develop in markets that share a cultural attitude we have. We’ve seen a lot of growth in marketings like Oregon and Asheville where there are a lot of people, both consumers and entrepreneurs, who prioritize health and the environment.

1851: How does Green Home Solutions attract franchisees who are likely to expand beyond their first unit?

Snyder: Our entire model is built to encourage growth, and any sophisticated investor can see that when they do their due diligence. It doesn’t cost a lot to get a Green Home Solutions up and running. You don’t have to lease an office, you don’t have to buy a ton of specialized equipment or hire an enormous staff, the overhead is quite low. Our startup costs are designed to take advantage of that low overhead by letting owners leverage their savings to invest back into their own business. With the money our owners save compared to other franchise brands, they can do really great marketing campaigns and immediately start thinking about opening up their second and third territory and beyond, which is where the value of our model really starts to take off.