Whether in clients’ homes or offices, these cleaning franchises are removing dirt and grime and adding peace of mind
By Suzanne Bowness
We all need to eat. We all need to do our taxes. And we all need to keep our spaces clean. When seeking a franchise, identifying services that most humans need on a regular basis is a clear advantage.
Fortunately, the cleaning industry offers lots of choice, from residential-focused operations to commercial cleaners to specialty cleaning (looking at you, windows!). Here are three to consider.
Merry Maids
Who among us hasn’t looked around our home and wondered if a cleaning service might be a worthwhile investment? For Stephanie Applejohn, owner of the Ottawa location of Merry Maids, the evidence is in her business growth, from eight to 25 staff since buying her location in 2015. (She’s worked for the franchise since 2008, and calls herself a “second-generation franchisee,” as her in-laws previously owned Merry Maids of Ottawa and ServiceMaster of Ottawa, where her husband is currently employed.)
While a majority of her clients are residential (her teams also clean some small offices), Applejohn says her most common services are vacuuming, mopping floors, dusting, and cleaning bathrooms and kitchens. Clients most often request visits weekly or biweekly, although she also does a number of larger one-time cleans; for example, for a spring clean, or someone who is moving in or out of a home.
Applejohn admits that there’s quite a variety in living spaces and services requested. “Every house is different, and all clients have different preferences in terms of what we focus on,” she says.
A standout feature of the company is that clients get a call or text reminder two days before cleaners arrive, plus it offers a 24-hour worry-free promise on service. While there are competing franchises, Applejohn considers private cleaners to be her main competitors and believes that Merry Maids stands out because her cleaners are insured. and there’s no stoppage in service for when she or her staff go on vacation.
Merry Maids also provides its franchisees with ample support both in terms of technology and marketing, notes Applejohn. “We get a lot of support from [the] brand, they have all this wonderful technology like (field service management softwares) Dispatch and Salesforce—if you were to go on your own, you wouldn’t have that,” she says. On the marketing end, Google AdWords and social media support helps her to build her client roster. Franchisees keep in touch through monthly and quarterly online meetings, plus twice-annual meetings in person. Staff training is also provided online, with an app for cleaners to refresh their memory if they forget what supplies to use on different surfaces.
Besides being an owner, Applejohn is also Merry Maids’ regional franchise coordinator for North America. She says the key to franchisee success is being a people person, as well as adaptability. Background is less important (Applejohn’s own background was in recreation and leisure, then early childhood education), although you do have to like cleaning. For Applejohn, upsides to being a franchisee are her relationships with her team and fellow franchisees. While client interaction can be tough, especially when it comes to receiving harsh feedback, Applejohn adds that client relationships can also be a highlight. As an owner, her day includes meetings, scheduling, doing payroll, greeting her staff and customers (the franchise now has a physical office), plus work related to her corporate role.
Of course, you can’t end a call with a cleaning expert without asking for insider tips. Applejohn’s best advice? Take a peek at the hidden places we all forget, from dusty blinds to window ledges to baseboards. And with that, as you ponder which cleaning franchise suits you best, feel free to go grab a cloth and put Applejohn’s advice into action.
Learn more about franchising with Merry Maids
MODERN Canada
Established in 1997 by parent company GDI Integrated Facility Services, MODERN Canada’s website declares that it has grown to service 70 million square feet of commercial space every night across 4,500 locations from coast to coast.
Despite its longevity, MODERN also proves that even a seasoned company can try new things. Three years ago, the franchise launched a new territory approach to franchising, in addition to its operations-focused multi-unit franchise model. “We now offer a more complete approach to running a business, where the business owner has an unlimited opportunity to grow business in a defined territory, instead of being given accounts,” explains Gavin Bajin, vice president of territory franchising for MODERN Canada, adding that this new model re-orients the franchisee as a business owner rather than an operator.
To kickstart the new territory approach, Bajin is steadily filling 100 franchise spots across Canada. Territories are based on postal codes and business population, generally in two categories with 1,500-to-3,000 and 3,000-plus businesses, and with opportunities in major centres as well as smaller cities. The company’s most common service offering is recurring light-duty janitorial, which includes vacuuming, dry and wet mopping, bathroom cleaning, and garbage removal. Additional specialty cleaning is also available, including floor refinishing, carpet maintenance, window cleaning, and air duct cleaning.
So, what is Bajin looking for in a franchisee? A business mindset is more important than cleaning experience. “Are they entrepreneurial? Do they have innovative thinking? Can they understand the nuances of our sales process?” he says in describing his ideal franchisee. “The cleaning function is easy to train, but the franchisee has to be hungry, driven, sales-focused, and coachable.”
MODERN’s onboarding package includes online video training, plus a week-long intensive that focuses on sales, marketing, operations, human resources, and financials. After starting their business, franchisees then receive weekly coaching sessions for eight to 12 weeks, then follow-up support.
MODERN’s method of generating business is still fairly traditional, based on direct marketing. It offers a telemarketing service to help franchisees get started, providing two to four hours of calls per day for six to 12 months, to help book appointments that owners then use for sales purposes. Yet another standout support is the company’s random photo spot checks on cleaning work, which has helped boost customer satisfaction. “A comprehensive software platform allows us to hold our end cleaners more accountable and deliver transparency to the customer,” he says.
No surprise then that being recession-proof is a top argument made by Bajin as he pitches potential franchisees. Others benefits include the low cost to buy in and the reliability of franchise systems (that last one is a win for franchising, full stop).
Learn more about franchising with MODERN Canada
We Wash Windows
If you’ve ever admired the clarity of a freshly sparkling window, perhaps We Wash Windows will catch your eye. For Calgary franchise owner Lynden Brass, five years as a company employee solidified his desire to be a franchisee. He signed up in 2022, and today owns two locations, one in south Calgary and the other in the north.
We Wash Windows provides traditional window washing services with ladders and poles, something that Brass considers a competitive advantage in an age where technology is changing. “A lot of competitors use water-fed cleaning, but if you have a window that’s dreadful, it’s hard to get detailing done,” says Brass, adding that the secret is really elbow grease. With a clientele that’s 95 per cent residential, Brass works with two or three employees. Customers book online, mostly for an annual cleaning (although some people sign up for several years at a time).
While Brass did his learning on the job, the standard We Wash Windows offer is two weeks of training at headquarters, two weeks of training at the franchise location, an owner’s manual, and regular support via connections with other franchisees. Asked to describe an ideal franchisee, Brass says the lifestyle requires two main strengths. “Somebody who enjoys manual work—it’s a very physical job—and someone who enjoys talking to people all day, because it’s client after client.”
Brass has built his business through 100 per cent word-of-mouth referrals, with only his wrapped vans serving as advertisement. As an owner, he loves the control that he has over his life and business, but like any business, finding good employees who are trainable with good attitudes proves challenging. He also has to keep a regular eye on numbers and costs, and weather can also be a challenge with this mainly outdoor franchise. If it’s stating the obvious to note that you have to enjoy cleaning, that’s no small matter to Brass. In fact, it’s one of the recurring moments of satisfaction in his day. “I really enjoy it. I get gratification from a crystal-clear window.”
Learn more about franchising with We Wash Windows
