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Name: David Muirhead
Title: Multi-Unit Franchisee
Brands: The Grout Medic
Units: 4
Years in franchising: 20
Why did you choose to franchise with a service brand?
Home services will always be in demand. Homes constantly need to be maintained, repaired, restored, and improved, regardless of what's happening in the broader economy. I was attracted to home services due to the opportunity to build a business around solving real problems for customers. When a homeowner calls, they usually have something they need fixed or improved. If we can solve that problem, provide a great experience, and deliver real value, we have an opportunity to earn a customer for life and build a strong reputation in the community.
How did you choose the sector and brand you did?
I was attracted to The Grout Medic as a business where we could solve a genuine problem for homeowners and provide a service that offered real value. In many cases, homeowners think their only option is to completely replace tile, a shower, or another surface. We can often restore what they already have, improve its appearance, extend its life, and potentially save the homeowner a significant amount of money compared with replacement. I liked the idea of building a business where the customer could immediately see the value and the transformation we provided.
What different skill sets are required for franchising with a service brand?
You don't necessarily have to come into a service franchise knowing the trade. You do need to be willing to follow proven systems and processes, continue learning, and hold yourself and your team accountable. You also need to be comfortable working with people. You're managing employees, taking care of customers, building relationships in the community, watching your numbers, and solving problems every day.
I think the most important qualities are drive, adaptability, accountability, and a willingness to learn. The technical side of the business can be taught. The desire to succeed and the willingness to put in the work are much harder to teach
What are the advantages of choosing a service brand?
One of the biggest advantages is that there will always be a need for quality home services. Homes aren't going to stop needing maintenance and repairs.
I also like the local nature of a service business. You're not just building a company; you're building a reputation within your community. When you provide great service, customers tell their neighbors, leave reviews, and refer you to friends and family. Over time, that reputation becomes one of your most valuable assets. There is also tremendous opportunity to scale when you develop the right systems and build the right team.
What are some keys to being able to operate multiple franchises at the same time?
The biggest key is building the right team. You can't successfully scale a business if everything depends on the owner. You must surround yourself with good people, clearly communicate the vision and expectations, and give them the tools, training, systems, and resources they need to succeed.
I also strongly believe in measuring performance. Everyone should understand what success looks like and how their role contributes to the larger goals of the business. When you have the right people, strong systems, clear expectations, and accountability, you can grow without sacrificing the customer experience.
What are some of the top ways in which you have been able to market and promote your business?
Digital marketing is certainly important, but one of the most effective things we've done is local networking and relationship building. For a home service business, I believe you need to get out from behind the computer and become part of the community. Build relationships with other home service professionals, real estate professionals, property managers, contractors, designers, and other businesses that serve the same customers you do.
Those relationships can turn into referrals that last for years. Digital marketing can help someone find you, but relationships, reputation, reviews, and great service are what help build a sustainable local business.
What would you recommend to anyone considering a service brand?
First, understand that buying a franchise isn't a guarantee of success. You're buying a system, a brand, resources, experience, and a roadmap, but you still need to execute. One thing I've seen consistently over my 20 years in franchising is that successful owners don't try to figure everything out on their own. They lean on their coaches, learn from other successful franchise owners, ask questions, and take advantage of the experience that already exists within the franchise system.
Talk to the owners who have already figured it out. Learn what they're doing differently and be willing to replicate the behaviors that made them successful rather than immediately trying to reinvent the system. I tell franchise owners all the time that they don't have to be the smartest person in the room; they just need to be willing to learn from the people who have already figured it out.
If you have the drive, follow the system, lean on your coaches and fellow franchise owners, know your numbers, take care of your people, and consistently deliver a great customer experience, franchising can provide an incredible opportunity to build something much bigger than yourself.