Home Franchise Concepts Builds Resilient Brands by Focusing on Innovation, Product Expansion and Customer Experience
Consistent maintenance and strategic updates are wise investments for homeowners — making home-services franchises a smart option for entrepreneurs. “Even in uncertain times, people don’t stop spending on their homes,” says Corey Benish, president and CEO of Home Franchise Concepts. “They may scale projects differently or choose to finance them, but the demand is always there.”
Benish points out that consumers have shifted from a do-it-yourself to a do-it-for-me mindset. “People want to outsource tasks that take up their time — a precious commodity these days — whether to focus on income-generating work or simply to reclaim balance in their lives. Time is the most valuable resource we have, and more consumers are choosing to invest in services that give them more of it,” Benish says.
The Home Franchise Concepts family of brands encompasses categories including window coverings, kitchen and bath, closets, garages, mobile pet grooming, house cleaning and restoration. The sheer size of the market, which totals hundreds of billions of dollars, makes home services a “powerful space to be in,” Benish says.
Beyond simply serving existing needs of consumers, Home Franchise Concepts goes further to ensure the resiliency of its family of brands through continued innovation and product expansion, as well as investments in training, technology platforms and data-driven insights to help franchisees deliver next-level service, he says.
“What’s fascinating is that even amid trade and monetary policy volatility, along with news suggesting softening consumer sentiment, we’ve seen strong double-digit growth in category interest year-over-year across nearly every Home Franchise Concepts brand. In other words, consumers are actively seeking these services and showing a willingness to buy and spend,” Benish says.
“And that interest isn’t just theoretical; it’s translating into real results. Some of our brands are hitting record months, which runs counter to what you might expect given the headlines. It really demonstrates the resiliency and consistent demand in the home services space,” he says.
Below, Home Franchise Concepts brand presidents share insights into the home-services franchises and how they’re built to thrive in every economy.
Heather Nykolaychuk, President
Budget Blinds
Q: Why are window treatments in constant demand by consumers?
A: Window treatments deliver value on multiple fronts. Beyond aesthetics, they serve very practical purposes. Well-designed treatments such as cellular shades, drapery or shutters regulate indoor temperatures by minimizing heat loss in the winter and blocking excess heat in the summer. That reduces utility bills, drives energy efficiency and even creates a positive environmental impact.
They also support privacy and security, improve wellness by promoting better sleep with room-darkening options and protect interiors from harmful ultraviolet rays. From an affordability standpoint, they’re one of the most cost-effective ways to update a home compared to major renovations and, with our flexible consumer financing, we make upgrades accessible to more households.
Q: Can you describe the demand from prospective Budget Blinds franchise owners?
A: We’re at a unique point in Budget Blinds’ history where most territories are established and entrepreneurs now often enter through resale opportunities. That means they can step into a business with employees in place, immediate cash flow and an existing customer base.
Q: What measures has Home Franchise Concepts taken to ensure its brands remain resilient?
A: Home Franchise Concepts provides tools and support systems for its home-services franchises to help franchise owners succeed. Our Home Franchise Concepts University ensures franchisees and their teams are equipped with the knowledge they need through both in-person learning and digital tools. It empowers them to train salespeople and installers without having to leave their market.
Second, our playbooks and toolkits make a huge difference. Whether it’s a step-by-step guide for consumer financing or a quarterly marketing toolkit, we make complex initiatives simple and actionable. Franchisees even receive a weekly marketing calendar with easy, bite-sized tasks they can implement immediately.
And finally, peer support is invaluable. Our franchisees are truly one of the greatest resources for each other. They share best practices, provide guidance and create a culture of collaboration across the system. That network of support, combined with strong operational tools, is what helps franchisees thrive in any market condition.
Paul Ebert, President
AdvantaClean, Aussie Pet Mobile, Lightspeed Restoration and Two Maids
Q: What makes these brands recession-resistant?
A: For our recurring revenue brands, Aussie Pet Mobile and Two Maids, we offer services that remain in demand even during budget-conscious times. The average ticket price for Two Maids is under $200, which is an amount that typically isn’t scrutinized as heavily when households cut back. If a customer needs to reduce the frequency of services, we can adjust in order to keep them as a client until they’re ready to return to their preferred schedule. This flexibility in our service model allows us to retain and grow our client base even in economic downturns.
With Aussie Pet Mobile, we’re caring for a beloved family member — the American pet. Even if grooming is less frequent, pet parents still prioritize it. The mix of lower ticket prices, flexible service models and essential care makes both brands resilient in any economy.
With AdvantaClean and Lightspeed Restoration, demand is driven by need, not timing. Emergencies like water damage or mold growth can’t be delayed, regardless of economic conditions. There’s never a good time for those situations, but when they happen, we’re there to respond quickly, which makes these brands recession-resistant as well.
Q: Could you share examples of the demand and growth your brands have experienced, even during challenging times?
A: With Two Maids, the 2025 target was to sell 35 new territories, which is a pace designed for steady, sustainable growth. The brand has already exceeded that with 40 territories sold so far and is on track to finish around 60 territories by year-end, one of our strongest years.
With Aussie Pet Mobile, over the past 18-24 months, 125-130 new territories were sold. Growth has been driven not just by new units, but also by strong performance by existing ones. For example, systemwide same-store sales have been up double digits year-over-year for the last two years.
In the restoration segment, the brands are building future growth by introducing programming centered on the idea of a healthy home, which offers proactive inspections to identify air quality and structural issues before they escalate. This cements our role as a trusted ‘problem solver’ in the community, even when we’re offering solutions that fall outside of our specific scopes of service. We’re building those relationships in the community to be that go-to trusted resource for years to come.
Heidi Morrissey, President
Kitchen Tune-Up and Bath Tune-Up
Q: What makes kitchen and bath updates a smart investment for homeowners and a wise option for prospective franchise owners?
A: For homeowners, kitchens and bathrooms are among the most valuable spaces in a home both in terms of return on investment and day-to-day enjoyment. Kitchen Tune-Up and Bath Tune-Up deliver stunning transformations that fit real life, offering quick turnarounds, budget-friendly options and a ‘wow’ factor without requiring a full tear-out.
For franchise owners, the business model is designed to be flexible, resilient and profitable in any economic climate. Franchisees can pivot their offerings to meet demand – whether that’s a faster, lower-cost service option or a full remodel – ensuring consistent revenue year-round. With multiple services and revenue streams, strong support systems and access to financing programs, new owners can help customers start enjoying their homes immediately while making it accessible through monthly payments.
Q: What factors have contributed to Home Franchise Concepts ability to build strong, enduring brands over the years?
A: Adaptability has been key to weathering changing economies. For example, the 2008 recession required different strategies than the COVID-19 pandemic. In each case, we worked closely with franchisees to understand their challenges, adjust services, pivot marketing strategies and create collaborative solutions. Over time, we’ve built infrastructure that allows us to monitor financials, provide benchmarks and train franchisees in profitability – tools that have prevented franchise attrition and helped owners scale successfully.
Ultimately, Kitchen Tune-Up, Bath Tune-Up and other Home Franchise Concepts brands are scalable and built to last. These home-services franchises combine resilience in the face of economic change with strong support, proven systems and the ability for franchisees to make a meaningful impact in their communities and their own lives.
For more information about franchising opportunities, visit Home Franchise Concepts’ website.
