PuroClean Leads Pack in Strong Disaster Restoration Segment
PuroClean is No. 254 on the Franchise Times Top 200+, an exclusive ranking of the 500 largest franchises based on global systemwide sales.
Systemwide sales at disaster restoration franchises on the Franchise Times Top 200+ list hit $4 billion in 2018, an 18.9 percent increase, our researched showed.
While strong storm seasons across the country were certainly a factor in boosting sales for these brands, Steve White, chief operating officer at Tamarac, Florida-based PuroClean, said his franchise’s gains are more so the result of effective marketing.
“We took the next step with really getting the franchisees to be effective marketers in their own markets,” said White of PuroClean’s 29.8 percent increase in systemwide sales to lead the segment in growth. “What we’re out doing is building relationships” with insurance companies and property managers “so when they have an insurance loss, they come back to us.”
PuroClean moved up 33 spots in our ranking to No. 254 as its sales totaled $173 million in 2018, though still relatively small in comparison to the category’s heavyweights. ServPro, the largest player in the segment by both sales and unit count, added $371 million to its topline revenue, an 18.2 percent increase to $2.4 billion. Paul Davis Restoration, meanwhile, added the most locations—32—and grew sales $105 million to hit $921 million last year.
When White joined PuroClean six years ago the company didn't have any national accounts, something that’s since changed and, “it’s started flowing to our franchisees,” he said. While an insurance company may only initially work with PuroClean on water damage claims, for example, “they also have fire and mold claims to dish out, but they’re not going to come to you without the relationship,” said White. “We’ve aimed to get a reputation for being the go-to.”
As competition in the space grows, PuroClean has emphasized customer satisfaction and focused on consistency in training across the system. An online learning academy has proved to be a key tool for technicians, noted White.
“There’s a lot more people trying to get into it, but what we really try to do the most is stay really close to the client,” he said.