When you partner with Refresh Renovations, you’ll join a group of successful business owners from a wide range of professional and personal backgrounds. What all of them have in common is a drive to take control of their careers and build a high-growth, high-satisfaction, high-potential business.
What attracted you to Refresh as a business opportunity?
I was searching for home related businesses such as painting, tree services, remodeling…that sort of thing, because I enjoy doing home projects. I was also looking for a low overhead business where I didn’t need to invest a lot of capital upfront and didn’t need a bunch of specialized equipment. Once I started talking to the team, I liked the people at the home office. Other brands I spoke to were too ‘corporate’ for my taste, but the Refresh team was very personable. I felt they would be good to work with.
What is the market opportunity?
There are gobs of projects out there. I win because I call people back. I know that sounds crazy, but competitors often just aren’t that organized and the home project sector is busy. If you show up ready to earn the project, you can jump in front of a local competitor who is slower to follow up. I’m also starting to get referral business. Trade shows are great lead generators for me. Also directories in terms of digital marketing. You need to put yourself out there.
What is the biggest challenge running this type of business?
Finding subcontractors can be a challenge, but it’s getting easier as I build my network. I ask subs I work with for referrals, and I’ve been gradually building a base that way. I’ve been making around town. When I see jobs sites in town, I stop by to say hello. I’ve been doing steady outreach to subs in my area. My sweet spot is working with small, flexible individual subcontracts and other small businesses. I would say finding a good project manager is probably my biggest challenge. Corporate has been helpful running ads in my market and supporting me on that.
What is your best advice to run a great Refresh Renovation business?
Other than providing great customer service and following up, that project manager role is key. You need to find a good one. In most businesses you need to have a good manager working for you, and in this business that key role is the project manager.
Who is the ideal Refresh owner?
A corporate background with project management experience, running large teams, interacting with customers, and a sales background would all be helpful. I work closely with my customers, so you need to like that type of work. You’re helping clients design their dream home spaces.
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What was your career background prior to starting your Refresh Renovations business?
I worked in the oil industry managing huge projects all around the world and then was a consultant after that.
What about the Refresh business model caught your eye?
Refresh has a professional project management approach to home renovation. I thought it was a differentiated model, so I started investigating. I looked at the renovation industry overall and talked to a lot of people – and I realized that it really is a novel approach. I could see the homeowners’ side of it – the value that we bring. But I also saw the business opportunity. I liked that it wasn’t capital intensive, and there is no ceiling on my earnings. I can build as big a business as I want.
I also like that it’s not a seasonal business and I’m not tied to only one type of project: only bathrooms, or only closets or something like that. If you’re just doing a simple job, say only a closet, then you’d end up competing on price because everybody in that business looks the same. But Refresh is a whole-house renovation expert. We can do any kind of project, or multiple projects in the house at once.
Our typical clients usually have something much bigger and more custom in mind. If they just wanted to swap cabinet doors and pop on a new counter-top, that’s not my customer anyway. My customers want to design something totally different– they want to transform their home. Once we are in the design process together, they don’t go out to bid because it’s already a custom job to begin with. I even tell my customers upfront; I don’t compete on price. So, I hold my margins and build in a great experience for my customers because they are getting what they want, on budget, on time.
You came to Refresh with extensive leadership and corporate business experience, but no home renovation experience. What has it been like to run a Refresh Renovation business?
My initial experience with the team during onboarding was great and that really set the tone. Matthew and Paul were genuine, accommodating and very patient with all of my questions. I stay focused on what I do best, which is building my team. I don’t have to be an expert in construction or design, I can leverage my team for that. And this is normal business hours type of work. These projects are planned out. I’m not doing work on evenings and weekends – and I’m not traveling like I did in my corporate job.
What were good sources of leads for you when you first started? How did you fill your pipeline?
I attended a large home show here in Houston before I even officially opened the business. I got a small booth and just put myself out there to answer questions. It turns out that many people attending home shows are actually there looking for solutions. They already have a home project in mind. I built a significant pipeline and filled up my pipeline with projects just from that one show. Now I’m starting to layer in digital marketing, outreach in the community, and other things.
How are you building up your team?
I really enjoy talking to people and networking. I think that’s an important skill for anyone to be successful in this business. I meet people everywhere and I find all sorts of interesting connections. My construction manager is a gentleman that I knew casually for a few years as our boys played soccer together. He was in the remodeling industry and looking for opportunities to grow his business. We started talking about the Refresh model and soon realized that our skills and business strengths were complimentary. I’ve found designers, architects, and construction in a similar way. All of these designers and architects and construction people want the work, and I’ve got a pipeline of projects. I can keep them busy, and I handle the project management side and work with customers. It’s a win-win.
Why is the Refresh model so compelling for customers?
The way we approach a home renovation project is what sets us apart. We are professionals, we’re organized, we help them stay on budget and get the results they’re looking for. My clients are usually busy working professionals who want to reinvent their space but are too busy to manage the project and ensure it gets done right. I step in and do that for them. I provide them with a high level of customer service, and I keep things moving.
What are areas for improvement?
Refresh is a proven brand – in New Zealand and Australia. They have 85 franchisees and have pretty much sold out in their home market. They recently started expanding to the U.K., and now the U.S. So, the system is proven, but the supporting documentation and some processes need to be adjusted here and there to tailor things to the American market. For example, the word choices in our chart of accounts needed to be updated, because the trades in New Zealand use slightly different terms for things. But our core technology and planning tools are differentiating. Customers really like the visibility to their project timelines. That professionalism, again, is what we bring to the table. That’s what sets us apart.
I see this as an emerging brand but one that is far more proven, and stronger, than your average emerging brand in the U.S. I also really like that I’m on the ground floor of the U.S. expansion…I’m comfortable being a bit of a trailblazer. We don’t have as mature a network of tradespeople yet developed in my market, for example, but we’re getting there. I can pick my team, and the corporate team is there to help too. I can build what I want in the area that I want. I like that. I work closely with the franchisee near me as well and we’re building out this market together. This is a huge market and the opportunities are absolutely here.
Who is the ideal Refresh franchise owner?
Someone with team leadership experience, sales experience, someone comfortable getting their brand out there, and who wants to create a substantial business. I’ve run large projects and teams. I wanted to build something big for myself – not making money for someone else – but for myself. I’m confident that with this approach and training and tools…. I can focus on what I do well – sales, building a team, creating the market strategy and managing projects and customer relationships.
Refresh brings a professional, buttoned-up approach to an industry where many others frankly just aren’t showing up to customers that way. I show up with a fresh eye and a plan. I’m not in the weeds of every construction project. I’m focused on the strategy for how every project comes together. I bring the right team to get it done. I have an operations manager or general contractor handling the daily details. I focus on the business side and building my organization. I’m building awareness and customer referrals. I’m ambitious and I’m headed in the right direction.
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What was your career background before you became a Refresh Renovations franchisee?
I managed operations for one of the largest master distributors of carbon steel, copper and PVC pipe in the U.S. That involved acquisitions, planning, inventory control, transportation, safety, managing large teams, new business development, facility management, supply chain, cost management, forecasting and so on.
Why did you choose Refresh?
I was ready to do something for myself, I was tired of making money for other people. I first started looking for existing businesses for sale. I probably looked at 35 or more existing companies and I really didn’t find anything I was excited about. I started learning about the franchise model as a potential option for me.
That’s when I started working with a franchise consultant to try to find a franchise concept that would be a fit for me. I was really close to signing a franchise agreement with a restoration business and I just couldn’t do it. My wife asked me what was holding me back? In the end, I didn’t like the license agreement – there were so many gotchas baked into their model, and the royalty was high. It just didn’t feel right.
So, I went back to the consultant to explore more options, and they introduced me to Refresh Renovations. I got the Refresh model immediately and I could see why customers would like it. The terms and royalties seemed much fairer than the other concept. When I met the team, it was clear they wanted to partner with me – everything just clicked.
I also really liked the idea of being on the ground floor of Refresh’s U.S. market expansion. My area is just exploding with activity. I knew this concept could do well here.
What do you like best about working with clients?
I really like teaching my clients and coaching them through their renovation projects. It’s very collaborative because we design the project together. I’ve managed big teams and projects. I give them a sense of confidence that we’ll going to do this right. They see the platform and how everything comes together for them.
What about the competition?
I don’t lose on price because I’m working within my clients’ budgets from the get-go.
My clients typically have bigger ticket projects in mind, and they don’t want something cookie cutter. They call me because they want that custom design experience. Every client interaction is more efficient for me and more valuable for them because we’re aligned on how they want to approach the project upfront.
I’m not competing with firms that do smaller, ‘pull and swap’ type jobs. I look more like a high-end custom home builder, except that we do renovation projects instead of whole home building. I also really get to know my customers because I’m working with them through this process.
Over time, this approach will help me build a book of repeat business and referrals. I continue to focus on getting my name out there and being visible in the community.
What about the Refresh Renovations franchise model appealed to you?
I heard they were based in New Zealand and were expanding to the U.S., which was interesting. In fact, their U.S. office is based here in Pensacola which is my home market. I looked at the concept, I watched the videos of franchisees describing their experiences – it seemed like a good concept. I got the model. The 5-step design and build process really is unique.
This is more of a service and project business than a renovation business, if you see what I mean. The renovation is the project itself but it’s our approach that is unique. Talking to franchisees later in the education process confirmed my thinking.
How is this a fit based on your professional background and skills?
I had a hospitality background prior to joining Refresh as a franchisee. I wanted to bring that hospitality mindset to home renovations. I really wanted to own my own business, and I could see that this concept plays to my strengths. I’m organized. I like managing big projects and I like working with clients.
How did the Refresh team support you as you ramped up your business?
They are an emerging brand here in the U.S. so in addition to working with the team here, I also got to work a lot with the New Zealand team. I received a lot of support, and they were very accessible. They have also been good about taking my feedback.
I learn with every project I do and I’m building out my team. To start with, you’re building a network of subcontractors which means I don’t have a big permanent payroll, they ramp up on a per-project basis which is terrific. That made it really cost effective to start. These specialists are looking for work, and that’s where I come in. I get the projects and bring in the team I need. The more I work with this extended team and get to know them, the more work I can bring them, and I can keep them busy. They like working on my projects because they tend to be higher end – what we’re doing stands out.