Annual Convention Highlights Teamwork, Performance and Shared Mission
HomeFront Brands, a leading home services franchisor and umbrella company for Top Rail Fence, Window Hero, The Designery, Temporary Wall Systems and Roof Scientist, brought together hundreds of franchise owners, home office team members and vendor partners for its Homecoming 3 Convention, held November 1 – 4, 2025, in Orlando, Fla.
“This event is like a big family reunion,” said Jeff Dudan, CEO of HomeFront Brands. “Our mission is to build better communities through franchising, and that starts with creating a culture where every owner, team member and partner feels part of something bigger.”
The high-energy, four-day event focused on growth, community and performance, featuring dynamic sessions, networking opportunities and celebrations that reinforced the company’s mission-driven culture.
The convention kicked off with team-building activities, starting with a Saturday golf tournament that mixed friendly competition with networking. Sunday evening’s tailgate dinner featured a barbecue, lawn games, music and camaraderie, setting an energetic tone for the serious business ahead. By Monday’s opening ceremony, franchise owners were ready to dive into strategy and learning.
Giving Back
Community impact was central to Homecoming 3. Attendees participated in a hands-on Operation Homefront project, packing approximately 250 care boxes for military families. The effort highlighted HomeFront Brands’ C.A.R.E.S. values (Community, Accountability, Respect, Excellence, Service).
Philanthropy continued with a spotlight on the Carson Scholars Fund, a nonprofit organization that promotes academic excellence and humanitarian values among students. HomeFront Brands celebrated the grand opening of a Ben Carson Reading Room at Oaklawn Language Academy in Charlotte, N.C., one of hundreds of literacy spaces nationwide designed to inspire a lifelong love of reading. Several franchise owners committed to supporting the initiative in their own communities.
“The Great Game of Business”
Dudan opened the convention with a keynote encouraging franchisees to approach business like a game: Track key metrics, understand the rules and engage every team member. He emphasized “simplify and specify,” streamlining operations and setting measurable goals, and reinforced performance coaching with well-defined benchmarks and systems. Dudan’s message ended with a focus on ambition, energizing attendees to identify their own abilities and to give themselves permission to develop the abilities they need, as ambition is permission to do something great.
Speaker Highlights
The convention featured the following industry leaders offering practical insights:
- Tommy Mello, home services entrepreneur, stressed the importance of tracking what really matters.
- Catherine Monson,CEO of Propelled Brands, discussed fostering high performance through coaching, blending accountability with empathy.
- Casey Brown, pricing strategist, emphasized value-based pricing and urged franchisees to recognize their worth, demonstrating how adjusting pricing can boost profitability.
- Keven LeSage, CEO of Searchlight, a revenue analytics company in the home service industry, explored digital marketing and analytics, emphasizing data-driven strategies, AI targeting and local search optimization to enhance marketing ROI.
Franchisee Leaders Share Insights
A standout session, moderated by Dudan, featured top-performing franchisees from Top Rail Fence, Window Hero, Temporary Wall Systems and The Designery. Panelists shared real-world advice on business development, mindset, hiring and culture-building. An open Q&A gave attendees the chance to ask questions and get honest, practical advice. The session perfectly captured the supportive spirit that sets HomeFront Brands apart.
Celebrating Franchisee and Team Achievements
Homecoming 3 concluded with an evening awards gala recognizing outstanding contributors, including:
- HomeFront Brands’ Franchisee of the Year: Sean Raftery (Top Rail Fence, Denver, Colo.) – also Top Rail Fence Franchisee of the Year.
- Temporary Wall Systems (TWS) Franchisee of the Year: Ted Mentry (TWS, Front Range, Colo.)
- The Designery Franchisee of the Year: Steven Moore (The Designery, Greensboro, N.C.)
- Window Hero Franchisee of the Year: Chase White (Window Hero, Birmingham, Ala.)
- Team Members of the Year: Craig Worley (The Designery), Katie Underwood (TWS), Haley Anderson (Top Rail Fence) and Tammy Kravitz (Window Hero).
HomeFront Brands’ Franchisee of the Year Sean Raftery expressed gratitude for the recognition, calling it a testament to his team’s dedication and success. “Receiving the Franchisee of the Year award is an incredible honor and a reflection of the hard work my team and I have put into building something meaningful with Top Rail Fence,” he said. “Being part of the HomeFront Brands family has provided invaluable support, resources, and a network of passionate entrepreneurs who have helped us grow and thrive. I’m excited about what’s ahead and look forward to continuing to elevate our business and serve our community.”
Closing Remarks
In his closing address, Dudan thanked attendees and shared that HomeFront Brands’ true power comes from its people — the franchise owners, support teams and partners who work together toward a common goal. He encouraged everyone to keep the Homecoming momentum going by setting big goals, staying focused and maintaining a spirit of possibility. “By fostering a strong sense of community, celebrating shared victories and boldly pursuing the future, the collective strength of the HomeFront Brands network will continue to propel everyone forward,” Dudan said.
