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In an industry built around the most personal space we know — our homes — Corey Benish is doing more than managing a portfolio of franchise brands. As president and CEO of Home Franchise Concepts, the 30-year-plus powerhouse behind a diverse lineup of leading home service brands, Benish is steering the multi-brand franchisor into a new era of growth and innovation.
Before stepping into his current role in July 2025, Benish served as chief operating officer of information technology at JM Family Enterprises, the parent company of Home Franchise Concepts. In a recent conversation with Franchise Update’s Helen Bond, Benish shared his vision and described the greatest differentiator of Home Franchise Concepts in simple terms: “you’re never on your own.”
Benish: Our strategy focuses on three things: growth, operational excellence, and building a great culture. We're all about helping entrepreneurs start new franchises and supporting existing franchisees as they expand into new markets while making the most out of their current markets. Operational excellence means giving them better tools, top-notch training and smarter tech so they can run a leaner, more profitable business. And culture is the glue – fostering a system where collaboration, transparency and accountability help everyone succeed. When these three come together, franchisees grow, consumers are happy and the whole network gets stronger.
Benish: The home services market is both large and resilient. People will always need to care for, improve and protect their homes, so our brands meet needs that don't go away in a downturn. That's a major advantage over more discretionary categories. In addition, Home Franchise Concepts is constantly optimizing our platform effect. Franchisees benefit not only from the strength of their leading brand, but also from shared best practices and enterprise-level support, tools and training that help them grow faster and operate smarter.
Benish: We think of innovation not just in terms of technology, but in how we continuously improve the way we support our franchisees, especially during economic uncertainty. Our goal isn't just to help them during a downturn but to come out stronger on the other side.
We focus on practical, strategic improvements that make a real difference on the ground and grow market share, including:
Rather than pulling back during uncertain times, we double down on delivering value. By giving our franchisees the tools, knowledge and strategies they need to perform at a high level, we position them not just to survive, but to thrive while others stand still.
Benish: I should probably expand on that more because we really strive for the "5 Wins". A win for the consumer, who gets a great experience and real value. A win for our franchisees, who build stronger, more profitable businesses. A win for our partners, who grow as their products and services become part of delivering that great experience. A win for our associates, who thrive in a culture that leans into collaboration and the strength of our teams, driving enterprise initiatives forward. And a win for us as the franchisor, because when everyone in the ecosystem succeeds, the platform grows stronger. That's the mindset behind everything we do – every initiative should create value at all five levels, because that's how you build a system that scales and endures.
Benish: Diversification makes us stronger. Each brand serves a unique need, but together they give us a more complete view of the home services landscape. That allows us to anticipate consumer trends early and share insights system-wide. It also creates natural balance – if one category slows, another is often gaining speed. For franchisees, it means more opportunity: multi-brand ownership, cross-marketing and the confidence of being part of a system that's built to last.
Benish: The real opportunity is in creating a seamless, technology-driven consumer experience across a very fragmented industry. People want home projects to be easier, more transparent and less stressful – and at scale, we can deliver that. People want the ease of booking, rescheduling and managing their recurring services at their fingertips.
From remodeling a kitchen to upgrading window coverings, we're embedding technology, data and best practices into every brand. That positions our franchisees to lead the way as the industry evolves and helps us, as a platform, create value for future concepts we might add to the portfolio.
Benish: The biggest thing is this: with Home Franchise Concepts, you're never on your own. You get the strength of an established brand, a powerful network of franchisees who support each other and a leadership team focused on one thing: helping you grow a profitable, sustainable business.
Ready to build a business that’s made to last? Explore your opportunities with Home Franchise Concepts today at HomeFranchiseConcepts.com
Home Franchise Concepts is a leader in growing inspired and successful franchise brands in the home services industry, providing people with a trusted path to financial independence through franchising.
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