How to Compare Home Services Franchises Side-by-Side: A Beginner’s Guide

Choosing a home services franchise is one of the most important decisions an aspiring business owner can make. Whether you're eyeing power washing, window cleaning, HVAC, pest control, or landscaping, the home services industry offers strong demand and proven models. However, with hundreds of options, it’s easy to get overwhelmed. The good news? Comparing them side-by-side can give you a clearer view of what’s worth your investment, and what’s not.

This guide walks you through exactly how to evaluate and compare home services franchises before you commit. From financials and support to territory and competition, we’ll help you look beyond the brochure and into what matters most.

Start With a Clear Budget

Before diving into franchise brochures, know your range. Some home services franchises can be launched for under $50,000, while others demand six figures or more in startup costs. Don’t just look at the franchise fee; factor in equipment, training, marketing, and working capital for at least the first three to six months.

Make sure the franchise’s average revenue and earnings potential realistically justify the upfront spend. If a franchise costs $150,000 to launch but the average owner makes $80,000 a year, you’ll want a solid plan in place for ROI.

Evaluate the Franchise Fee vs. Ongoing Royalties

Many new franchisees focus too much on the upfront franchise fee and not enough on long-term costs. Royalties, which are typically a percentage of gross sales, can significantly impact profitability. A franchise that charges 6% of gross revenue, for example, is taking a meaningful cut every single month.

Also, ask about marketing fund contributions. National ad funds usually require 1-2% of revenue. Consider whether the brand has the visibility to justify those fees, or if you’ll be doing most of the lead generation yourself anyway.

Territory Rights Can Make or Break You

Territory is often misunderstood. Some franchises offer exclusive rights within a ZIP code or region. Others provide semi-exclusive or non-exclusive zones, where other franchisees may operate nearby.

The more defined and protected your area, the better. You don’t want to compete with someone else flying the same flag just a few streets away. If possible, ask for historical performance metrics from existing owners in similarly sized markets.

Understand the Level of Support and Training

Not all franchises offer equal support. Some provide extensive training programs, ongoing coaching, CRM systems, marketing assistance, and hiring support. Others give you the brand and leave the rest to you.

If you don’t have a background in operations, hiring, or marketing, choose a franchise that’s proven to guide owners from launch through growth. Don’t just take the franchise rep’s word, speak directly to current franchisees. Ask how useful the training really was, and how responsive the franchisor is after onboarding.

Compare Branding, Reviews, and Market Presence

Brand visibility matters. A well-known name can open doors and reduce the time it takes to earn customer trust. Don’t just go with the most recognized name, instead research online reviews, local competition, and the strength of their digital presence.

A franchise with a weak online strategy or poor customer reviews can hurt your ability to scale. Look at Google star ratings, social media engagement, and how well the brand ranks in search results. If you’re expected to pay into a national marketing fund, make sure that brand equity is strong.

Check the Franchisor’s Track Record and FDD

The Franchise Disclosure Document (FDD) is where you’ll find the real details. It includes everything from litigation history to Item 19, which outlines earnings representations. Some brands may not include revenue or profit numbers in Item 19 (that should raise a flag).

How long has the franchisor been in business? Are they expanding too fast? Do they own and operate corporate locations themselves, or are they purely franchising? The answers can tell you whether they’re focused on long-term success or quick expansion.

Talk to Multiple Existing Franchisees

This is one of the most critical steps, and one many people skip. The franchisor will likely provide a few preferred owners for you to speak with, but go further. Reach out to a mix of newer and veteran owners, ideally in markets similar to yours.

Ask direct questions: How long did it take to become profitable? How much ongoing support do they receive? What would they do differently? You’ll often get more valuable insight in a 10-minute conversation than in pages of marketing material.

Take Your Time, Ask the Hard Questions

There’s no one “best” home services franchise for everyone. Your budget, skill set, local market, and personal goals all play a role in what’s right for you. But the franchises that thrive tend to have three things in common: strong support, smart systems, and room for growth in the local market.

Comparing franchises side-by-side isn’t about finding the one with the flashiest pitch, it’s about finding the one with the best long-term fit. Take your time, dig deep, and don’t be afraid to walk away from an offer that doesn’t check your boxes. Your future business, and peace of mind, depends on it.