by Chris Conner

The home services franchise market segment encompasses a broad range of services dedicated to maintaining, improving, and managing residential properties. This segment includes businesses that provide cleaning, repair, maintenance, landscaping, and renovation services, among others.

In recent years, this market has experienced significant growth, driven by increasing demand for convenience, aging housing stock, and a growing focus on home improvement and maintenance. This overview explores the growth and opportunities within the home services franchise market segment, highlighting some of the top brands that have established themselves as leaders in this dynamic industry.


Market Growth and Dynamics

1. Increasing Demand for Home Services:
The pandemic set this trend in motion, maybe people sitting at home too long looking at their kitchen and bathrooms is what triggered the massive investment in residential properties.  The spending seems to be unhinged and doesn’t show any signs of slowing down.  The demand for home services has surged due to several factors. Homeowners are increasingly seeking professional assistance to maintain and improve their properties, driven by busy lifestyles and a lack of time or expertise to handle these tasks themselves. Additionally, the aging population prefers to age in place, requiring more home modification and maintenance services.

2. Aging Housing Stock:
Many residential properties in the United States are aging and require regular maintenance and repairs. As homes age, the need for services such as plumbing, electrical work, roofing, and HVAC maintenance increases. This trend has created a steady stream of business for home services franchises.

3. Home Improvement Trends:
Home improvement has become a significant trend, fueled by popular home renovation TV shows, the rise of home-based work environments, and the desire for customized living spaces. Homeowners are investing in remodeling kitchens, bathrooms, and other living spaces, driving demand for renovation services.

4. Technological Advancements:
Advances in technology have revolutionized the home services industry. Mobile apps, online booking systems, and customer relationship management (CRM) tools have made it easier for consumers to access home services and for businesses to manage operations efficiently. These technological advancements have streamlined service delivery and enhanced customer satisfaction.


Opportunities in the Home Services Franchise Market

1. Scalability and Low Entry Barriers:
Many home services franchises offer scalable business models with relatively low entry barriers. Franchisees can start with a single unit and expand their operations as demand grows. The initial investment is often lower compared to other franchise sectors, making it an attractive option for entrepreneurs.

2. Recurring Revenue Streams:
Home services franchises benefit from recurring revenue streams, as many services require regular maintenance and repeat business. For example, cleaning services, lawn care, and pest control are typically needed on an ongoing basis, ensuring a steady income for franchisees.

3. Diverse Service Offerings:
The home services market segment is diverse, offering a wide range of services that cater to different customer needs. This diversity allows franchisees to cross-sell and upsell additional services, increasing their revenue potential. For instance, a franchise that provides cleaning services might also offer carpet cleaning, window washing, and home organization services.

4. Growing Consumer Awareness:
Consumers are becoming more aware of the benefits of hiring professional home services. This increased awareness is partly due to effective marketing by franchisors, the influence of online reviews, and word-of-mouth referrals. As a result, more homeowners are turning to professional services to ensure quality and reliability.


Leading Brands in the Home Services Franchise Market

1. EADSCO Cleaning:
Overview: EADSCO is a newer franchise system to the cleaning services market which is one of the most well-known franchise segments in the United States. EADSCO offers a technology driven operating system, structured marketing and a solid, proprietary operating technology which supports, quick, efficient franchise training and ramp up.

2. Handyman Connection:
Overview: Handyman Connection specializes in providing a wide range of home repair and improvement services. Established in 1990, the franchise has built a strong presence in the home services market.

Services: The company offers services such as plumbing, electrical work, carpentry, painting, and general home repairs. Their skilled craftsmen can handle various tasks, from small repairs to larger renovation projects.

Strengths: Handyman Connection is known for its reliability, quality workmanship, and customer satisfaction. The franchise provides extensive training and support, ensuring franchisees are well-equipped to meet customer needs.

3. GrassRoots Lawncare:
Overview: Grassroots Lawncare is a leading franchise in the landscaping and lawn care industry. The Grassroots franchise currently has 22 strong franchise locations operating in markets primarily in the Southeastern U.S. and more coming nationally.

Strengths: The franchise’s strong brand recognition, focus on customer service, and commitment to sustainable practices have contributed to its success. The Grassroots Lawncare Franchise offers extensive training, marketing support, and a proven business model.

4. Express Portables:
Overview: Express Portables is a leader in the portable toilet rental market.  Simple, easy to scale and a model that offers services needed by any event and many businesses in most markets.

Services: Express Portables offers customized programs and packages to construction firms and businesses needing additional infrastructure and toilet systems.  The model is a lower investment business with a low overhead structure making the franchise extremely attractive.

5. Dumpster Today:
Overview: Dumpster Today is a dumpster delivery services franchise with a high intensity marketing and lead generation platform in place that targets commercial clients and repeat business for dumpster rental services.

Services: Dumpster Today rents dumpsters to customers for use in home renovations and contractors needing dumpster services for jobs and construction work.


Challenges and Considerations for Franchisees

1. Market Competition:
The home services market is competitive, with many established and emerging players vying for market share. Franchisees must differentiate their services through quality, reliability, and exceptional customer service to succeed.

2. Operational Challenges:
Managing a home services franchise involves various operational challenges, including staffing, scheduling, and maintaining quality standards. Franchisees must be prepared to handle these challenges effectively to ensure customer satisfaction and business success.

3. Regulatory Compliance:
Home services businesses must comply with local, state, and federal regulations, including licensing, insurance, and safety standards. Franchisees need to stay informed about regulatory requirements and ensure compliance to avoid legal issues.

4. Economic Factors:
The demand for home services can be influenced by economic factors such as consumer spending and housing market trends. Franchisees should be aware of these factors and be prepared to adapt their business strategies accordingly.


The home services franchise market segment offers significant growth opportunities for entrepreneurs looking to enter a dynamic and essential industry. With increasing demand for professional home maintenance, repair, and improvement services, franchises in this segment are well-positioned for success. Leading brands like Merry Maids, Handyman Connection, The Grounds Guys, Mr. Rooter Plumbing, and Mosquito Joe have established themselves as trusted names, providing franchisees with robust support systems and proven business models.

Aspiring franchisees should conduct thorough research, assess the strengths and weaknesses of different franchise opportunities, and consider their personal and financial goals before investing. By leveraging the support and resources provided by established franchisors, franchisees can build successful businesses and contribute to the growing home services market. With the right approach and commitment, the home services franchise market offers a promising path to entrepreneurship and financial independence.

For more information on how to franchise a home services business, contact FMS Franchise,


Chris Conner has worked in the franchise development industry for almost 20 years and helped over 600 brands franchise their brand and develop franchise distribution channels. He founded Franchise Marketing Systems in 2009, which now includes a team of 27 franchise consultants based in and Canada and supports brands around the world to grow and scale through franchise expansion.