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.
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Why did you join Refresh?
I wanted diversification in my business and I was looking for a product where I could and invest the next 10 to 15 years of my working life and I had done a bit of renovation at my own home before so when I saw the opportunity, the process spoke to me and I thought if I'm convinced by this process, then surely I can convince other customers to do the same.
What types of local marketing activities do you do?
I have invested quite heavily in home shows and interestingly home shows have been very good leads for us. I'm based in London, so we are fortunate to have several home shows that happen during the year, so that's been one major source of leads. I have also focused on referrals and relationships with existing business contacts and that has helped me in getting some projects.
How do customers respond to the Refresh process?
I think customers who are generally poor professionals respond very well to the process because we solve a big problem for them. But in general the first question that people ask us is how much time and how much cost and when we are able to demonstrate to them that this process can protect the budget and deliver on time generally people respond quite well.
How does Control help with your business and manage projects?
It's a great tool to keep on top of your communication tasks with clients. It provides a good overview of the pipeline and you can quickly see where the gaps can potentially be. Come in the future. So you know how much business potentially is coming your way. I think it's a good tool to manage your pipeline and manage a good system of communication with you and your customers.
How did you find sub-trade for projects?
Initially through friends and family when I started to ask them questions and found out who had done some work for them. So that was the main source initially, but then I moved on through home shows and through building up my own database of contacts with businesses. I've been able to expand that significantly.
Is there any other advice you’d give to potential franchise owners?
The process definitely works. So I come from a zero construction background and I was able to hit my targets for year 1 so there is no doubt that the process works. However, the time investment is needed to do the job properly and to understand the process and be comfortable with it. So if you're willing to take up that challenge, this is a decent opportunity.
Why did you join Refresh?
We both came from our corporate roles that we've been basically doing our careers our whole lives, and we wanted a change. We wanted to get control of our lives and we felt like we were working really hard for other people. We just thought it's time in our life I think for us to start doing something for ourselves. So We decided to do it and we started flipping properties for profit and that went really well didn't it? But what we recognized is that there's a difficulty with getting quality trades and that sort of part of the market's quite broken. So we were looking for something a bit more permanent for ourselves in terms of the business and that's when we found Refresh and basically everything that Refresh offers. The process de-risks everything for the customer. It really jumped out at us, so that's why we pursued it and yeah joined Refresh.
How does Control help with your business and manage projects?
It probably keeps me in control. Yeah, I mean it really helps organise everything. I need to organise so that that's perfect for me. Database has grown quickly in the years that we've been doing Refresh. So in order to make sure that we're delivering a good service to the customers and making sure that we're keeping on top of communications and moving projects through quickly in Control is just completely necessary, to be honest. Yeah, and it also helps us plan financially forwards. So if we're looking at rough project costs and the likelihood of those progressing through to a build it plan ahead, that helps from a business sense as well a simple glance we can see where we are.
How did you find sub-trade for projects?
From property flipping we came in with what we thought was going to be our team moving forward. However, blending some of those teams, there were some of the problems. So we kissed a few frogs along the way, but we found a team that met the demands of the business. You build your team from there and people want to work with professional people. So, typically they'll be grouped together when you find the right sparky you'd find the right plumber and so on and so forth, but we find that it is a constant job, and we're forever reviewing and getting the right people for the right jobs.
Have you had leads from referrals or repeat customers?
We've had some and we've recently finished a project where we did a small extension and a big sort of open plan kitchen for a customer and her mother-in-law wanted a conservatory conversion that couldn't really use the conservatory, too cold, so it was wasted space so that was a nice referral to have and we find that we do have customer referrals and those are nice, because then obviously people understand the process and they know what they getting into, as they’ve heard it from their friends/family.
What types of local marketing activities do you do?
We do paid online advertising, we are signed up to directories, and we often go out and do leafleting drops.
How do customers respond to the Refresh process?
I just think it makes sense and I think if they've not ever had a bad experience, they know people have had bad experiences in the UK. There's a lot of situations of people that have had experiences so when you go in there and show a professional organised manner that you can control a big project on the most prized asset they're gonna be happy with you, and yeah, I think the customers see the process they understand it and like it it's most important.
Is there any other advice you’d give to potential franchise owners?
I think following the process is really important. I'm someone that questions everything and Tracy is very process driven and we always come around the same loop; Tracey was right and I was wrong for deviating from the process. Follow the process, it’s there for a reason. Trust in the process and it won't do you wrong.
What roles do you play in the business?
So we are actually really different in terms of the type of people that we are, in our skill sets and our approach. Roger has very much been speaking about how I’m more systems processes, so I’ve tended to fall into that role really easily. There is a lot of communication that needs to be done, so I'm making sure that everything's right in the background or the documentation in the places, but we actually really enjoy going out to the customers together, don't we? I think it's nice. It's a different offering the traditional Builders will be a man going round and going around as a couple we feel let's have conversations with people and then normally the best meetings you just sit in there really and you're not going through a process you're having a conversation and typically, they're reaching out for help because they're worried and their nervous about people doing work on their prized asset. When we go around as a husband and wife team we have a general chat with them and yeah, it seems to work but it's nice the fact we work together. I enjoy that side of it and although we probably do too much talking about it when we're out of work, we do try to limit it so once we're home, that's it, home life and work life are separate. However, it’s usually me, instead of Tracy, that starts talking about it in the middle of dinner. So after all those years of working separate careers, it's actually really nice to spend the time together and do it as a couple.
What was your career background prior to starting your Refresh Renovations business?
I was a business owner in the hospitality industry for 10 years before joining Refresh.
What attracted you to Refresh as a business opportunity?
My strength is managing people and resources. I felt my skills and experiences from hospitality businesses are transferable, Refresh offered me the opportunity to continue doing what I do best.
What is the market opportunity?
Demand in Wellington for project management in the renovation market.
What is the biggest challenge running this type of business?
Lack of knowledge in building, rules and regulations in housing, council / district rules. Network for resources: suppliers and tradespeople.
What is your best advice to run a great Refresh Renovation business?
Hands on, focus on delivery of project management service, protect your margin to justify your service.
Who is the ideal Refresh owner?
Business minded people who focus on delivery of services. Pay great attention to details, and have good communication skills.
Why is the Refresh model so compelling for customers?
Providing one point of contact.
What do you think of Refresh’s marketing, and what are the most effective techniques you’ve used to find new customers?
To promote project management service, not to compete in prices. Referral is the most effective way to find new customers.
What is it like working with clients?
Mostly good, most clients understand and appreciate the services we provide.
What were key hires for you as you started building out your team?
Project coordinator / manager.
Any advice for the start-up phase?
Focus on building up your resources: network of trades, suppliers. This will equip you with what you need to serve the lead / client.
Any areas for improvement?
Comprehension of system and procedures.
Would you do it again?
Yes absolutely!
What was your career background prior to starting your Refresh Renovations business.
I served in the NZ Army for 24 years, starting my career as a caterer, and advancing into instructional roles and logistics / supply chain management. These management roles also provided project management opportunities which I thoroughly enjoyed. Through the logistics & project management roles, I was able to gain some excellent skills which have transferred well into the construction industry - specifically involving the challenges of renovation building.
What attracted you to Refresh as a business opportunity?
I moved around to fulfil various NZDF roles which included relocating to Waiouru, Christchurch and Palmerston North throughout this stage of my career. While owning investment properties in the Manawatu, and through trying to complete maintenance and renovation work remotely from Christchurch & Waiouru locations, I saw an opportunity for a specialised renovation design & build company. I found an online advertisement for Refresh Renovations, and after looking into the opportunity decided to take on the Refresh Manawatu branch in 2012.
What is the market opportunity?
People are always going to want to renovate, whether it's through necessity of age or product failure to people wanting to update and upgrade. The market isn't as defined as the new build home market.
What is the biggest challenge running this type of business?
Every project is different and you are always dealing with variables such as client personality types, existing structures, budgets and individual preferences. However, that is also one of the most exciting aspects of the business.
What is your best advice to run a great Refresh Renovation business?
Align yourself with great people. Suppliers, contractors and staff. Take a personal and genuine interest in your clients and what they want to achieve.
Who is the ideal Refresh owner?
Someone who is results driven, wanting to achieve the best outcomes for their clients. You have got to be a people person with excellent communication and organisational skills. You also need an eye for detail and the big picture.
Why is the Refresh model so compelling for customers?
Most clients are overwhelmed by the prospect of renovating, the process and the number of different trades they need to deal with. Having one point of contact throughout the journey to help them to navigate and to deliver the desired results is so compelling to our clients.
What do you think of Refresh’s marketing, and what are the most effective techniques you’ve used to find new customers?
The brand is clear and fresh with a strong reputation. We are constantly striving to achieve excellent results and then allowing those results to speak for themselves through word of mouth and client/contractor referrals. Networking within your local community and building trust is really important.
What is it like working with clients?
Delivering a great renovation can be really rewarding and the client relationships can be fantastic. It is important to note that even well managed and planned renovations can be stressful for home owners so having compassion and patience are essential throughout the process. You will be dealing with the highs and lows on the journey with your clients, so it is important to be sensitive.
What were key hires for you as you started building out your team?
Having technical expertise through someone with construction qualifications was really important but it is also important to consider the administrative requirements of running your business and to get professional assistance in this area as soon as you can.
Any advice for the start-up phase?
Network, network, network! Get out and meet people, merchants, council staff, trades, suppliers. Meet as many people as you can and start building these relationships. Learn as much as you can from these people. Also connect with other franchisees and the Head Office Team.
Any areas for improvement?
You will never achieve perfection because there are always things that you can improve on. Review your work and always look to improve.
Would you do it again
Yes I would do it again. Coming into Refresh now is very different to what it was when I started 10 years ago. I enjoyed starting out in 2012 but I think there is so much more potential and support to get your business running faster and much earlier nowadays. I think taking on a Refresh franchisee now would provide even better opportunities than previously.
What was your career background prior to starting your Refresh Renovations business?
I came from a consumer electronic retail background starting from an entry level sales position to running my own store.
What attracted you to Refresh as a business opportunity?
I had a bad experience previously with a building company and then when I was looking at doing some renovations on a property we were looking to purchase I wanted to partner with a company that had good systems and processes in place as well as putting the customer first. I found Refresh online and what they were offering resonated with me, much to my disappointment there wasn't a franchise in Invercargill. After a few weeks I thought maybe it is something that I could do and bring my retail customer service / operations experience to the building industry so I enquired and 5 years later here we are....
What is the market opportunity?
The renovation market is absolutely massive and the potential to add value to any customer dealing with us is huge with most renovations being completed by smaller trade based businesses without solid operational support behind them.
What is the biggest challenge running this type of business?
If you come from outside the construction industry it can be quite hard gaining the knowledge to feel comfortable enough to feel like an expert when dealing with your customers, there is always a new challenge / problem to overcome. However once you really get into it you find that most of the challenges you will face are quite similar so after a bit of working in the business if you have the right mentality you learn how to deal with them before they even become an issue.
What is your best advice to run a great Refresh Renovation business?
Take all the advice from people you can in the industry however don't follow what they say blindly as there is a lot of old school thinking out there and there is a lot of room for new ideas / innovations which will help you to bring a better experience to your customers therefore giving you another advantage in the market.
Who is the ideal Refresh owner?
Someone with people skills and wants to be in business day to day.
Why is the Refresh model so compelling for customers?
Being able to deal with one point of contact who understands all parts of a renovation including all selections i.e tapware, tiles, flooring. Most trade based businesses are ok with organising sub trades however not with helping customers to make decisions etc.
What do you think of Refresh’s marketing, and what are the most effective techniques you’ve used to find new customers?
The branding is world class, marketing has been a struggle however is starting to see some really good progress and exciting times are ahead with this.
What is it like working with clients?
Coming from a fast paced retail environment where most customers treat the relationship as very transactional I have found it awesome to be working with customers who you do actually start to build good relationships with. Being in a fairly small town I see a lot of my past customers around town and we always stop and have a chat.
What were key hires for you as you started building out your team?
I first started with a renovation consultant however pivoted with some other ventures I had and went back to doing the sales myself as I was still developing my systems so was able to make calls on the fly. I hired a project coordinator and she has been invaluable doing a lot of the data entry, following customers up that we needed info from. All the stuff that takes time and attention to detail however takes away from time spent being face to face with customers.
Any advice for the start-up phase?
Do everything in person or via video call, never just send a quote via email and expect the customer to accept. A lot of the time customers will need you to walk them through your thought process and reasoning behind certain things. They will also need more information to be able to understand the documents / plans you are presenting. Every quote I present (bar very very small maintenance jobs) are done in person in our office so we can spend the time discussing with the customer and coming up with solutions for their objections. It is too easy for a customer to say no thanks or even worse ignore you if you are not in front of them.
Any areas for improvement?
There are always areas for improvement needed within my own business and HO are no different however that's how we grow a business by identifying those areas and working on them. i.e HO found the marketing was challenging at the moment and have put processes into place to get this sorted, in my own business we are trying to set up better QA processes to avoid costly issues (money & or time) at the end of projects.
Would you do it again?
Yes, the best move I have made in my working career so far. Refresh has opened a lot of opportunities. Hard work and things do go slower than you expect however they do get better as you build out your pipeline of work.
What was your career background prior to starting your Refresh Renovations business?
Being a registered architect with two decades of residential and commercial experience, I had spent eight years in New York working on large-scale high end projects before returning to set up my own practice in 2001.
What attracted you to Refresh as a business opportunity?
I was very impressed by the initial investigations of franchise opportunities with Refresh Renovations. It’s the first company that I’m aware of that implemented a design-and-build process for the rapidly growing renovations market..Even though we’re a small business, it’s actually a very big company. That has massive appeal for me. I have a relationship with a company that’s giving me some very helpful business management tools that I didn’t previously have.
What is the market opportunity?
Refresh has created a process to address the fractured nature of the renovation market here. What convinced me was seeing the significant business development company behind Refresh Renovations. I invested in a Refresh Renovations franchise in 2014 and it’s a decision that’s brought personal and professional growth.I now manage around 30 active projects at one time, ranging from bathroom upgrades to multi-million-dollar renovations.
What is your best advice to run a great Refresh Renovation business?
If you’re good with communication and organisation, and are people-oriented; it’s a great business. You definitely have to be motivated, and I believe you need a long-term vision for the company. Including the design to formulate a diverse team and to create a substantial network of suppliers. Naturally, you also need to have an interest in renovations, but you don’t have to have experience in the building industry. The designer is just another subcontractor – it just so happens that in this instance we provide that expertise.
Why is the Refresh model so compelling for customers?
I don’t believe anyone has put anything as effective in place that clearly communicates to our clients the process that we’ll undertake to implement their renovation build. We don’t deviate from that and if you follow that process, your business will be successful. That’s why you don’t need to have building industry experience. It’s really a recipe for how to do it. And that’s what also creates value for Refresh clients; we’re very strong in cost management.
What do you think of Refresh’s marketing, and what are the most effective techniques you’ve used to find new customers?
They have extraordinary marketing and advertising skills – access to that type of skillset is generally incredibly expensive, so to have it as part of your franchise is invaluable. Refresh has helped us with targeted marketing to increase our leads. If I had to do it on my own, I wouldn’t even be close to having that resource. You can’t create that kind of brand awareness on your own. That’s why we get prequalified so strongly online. By the time people are asking to see me, the website had done a wonderful job in instilling trust in the customer about the reputation behind the Refresh brand.
What is it like working with clients?
Great, they really enjoy and benefit enormously from the Refresh Renovations’ six-step process.
Any advice for the start-up phase?
I’ve learnt so much more about business and acquired a raft of new skills. You can’t be afraid to learn. I’ve got the skills to be a competent architect; but when I first started with Refresh I seriously didn’t know the difference between sales and marketing.
Any areas for improvement?
The Refresh Renovations head office provides excellent support and open communication, and is always accessible. And what’s just as valuable is being part of a network of like minded people who are keen to share information with each other, so everyone can benefit. They’re innovative and fun – it’s a wonderful company culture that’s spilled over into my business. The conferences are fantastic and the diversity of people is fascinating. I get so much value out of meeting other franchisees and exchanging ideas.
Would you do it again?
Yes!
What was your career background prior to starting your Refresh Renovations business?
I have a Interior Architectural design degree, however my passion is Project management, my whole career has been in the PM and specification sector of the industry at a commercial level and high end residential. I have been fortunate enough to have worked for some amazing brands: Zumtobel, Bega (both lighting), Plascon Paints (Africa), ECC Lighting and Furniture (NZ) etc.
What attracted you to Refresh as a business opportunity?
I actually looked at developing my own business in this area and came across Refresh 10 years ago when I was checking out the competition. I had first hand experience on what it takes in terms of time and energy to develop a brand partially working with the high end brands I had in the past. It takes bags of money and most of all tons of time and when you are rebuilding a business you really need to get cash flow and sell, I thought this would be the case if I purchased a brand with systems and the power of group knowledge.
What is the market opportunity?
We all know people (clients) are time poor, too busy with their children, careers, and don't know where to start on improving the quality of their lifestyles in their home. There are so many opportunities for experienced turnkey renovation specialists (not interior decorators who know nothing about the actual delivery) .
What is the biggest challenge running this type of business?
Time - you are time poor and I guess one soon realises you need staff to grow.
What is your best advice to run a great Refresh Renovation business?
We are a sales and service business and work hard to create a great pipeline established and then the rest will come.
Who is the ideal Refresh owner?
Why is the Refresh model so compelling for customers?
This is an interesting question which has really surprised me particularly as I have joined the Refresh Management team. I was watching my son playing Rugby the other day and landed up chatting to my ex lead build, electrician and plumber over a beer (they are involved in the opposing sides club). They all said they are missing me! - even though I was a hard task master in terms of keeping timelines running, they found arriving at the projects with clear scopes, plans, trade mark ups, knowing that the all the materials would be on site - so they could just get on and get finished with the task at hand was brilliant and after working with me for 7-9 years they are really missing that. There are so many poorly organised teams out there. From a client's point of view we need to understand that working off a Concept Design then Working Drawings is not new to the industry globally, it is the fact that we work on the budget as builders with the trades close at hand to achieve renovations that are able - no pie in the sky stuff. We take care of it all.. With a stand alone architect you don't have that wrap around service.
What do you think of Refresh’s marketing, and what are the most effective techniques you’ve used to find new customers?
In the beginning I relied on POA and organic web marketing which definitely got me off the ground. Later I realised I need to work on my local areas and become a local celeb...I decided I need to become the reno queen...I sponsored rugby teams, golf days, made sure my vehicle and flyers were plastered at fishing competitions. I wrote a bi monthly article for a local magazine...I supported Hospice....you name it I did it ...as long as it fitted into my budget. This takes energy and the all important time and franchises need to weigh this up and have a plan and budget.
What is it like working with clients?
I loved improving clients' homes and lifestyles. Some are tricky and I guess transitioning from a commercial environment to a residential space has taken a bit of adjustment in my approach. I soon realised I needed a consultant, so for the last 5 years of my business I removed myself from the day to day sales.
What were key hires for you as you started building out your team?
This depends on the Franchise's personality and experience. I am a believer in understanding one's Disc profile. Don't do anything not natural to your personality - it takes too much energy. To build a business you will need energy. I had an accounts person who helped me build a system so I had transparency over costs and projects. She set up budgets, tax, gst etc....not one of my strengths. I knew what I needed but had no idea how to develop it.
Any advice for the start-up phase?
Sell sell sell - get a healthy pipeline of projects that can be turned into cash quickly i.e. non consented/permitted. This I have to say was one of my best moves ever. As a growing business, one needs to know that cash flow will also be an issue.
Any areas for improvement?
I battled with staff but I definitely had better success with staff recruited through a recruitment service than directly to me. I also used the services of an employment management system - towards the end I had 11 staff and this took the niggles away and allowed my office manager to manage the staff with the employment services back up.
Would you do it again?
Yes I would - at that time of my life it was perfect. I had a good income, was able to take leave when I wanted to - don't get me wrong, I work very hard often 60 plus hours a week but I was able to manage that around my lifestyle and then my almost adult children who were very busy with representative level sports etc. I borrowed all the money to buy the first franchise and had that paid off in 5 years.
I do think now is easier as Refresh has better support systems and construction PM knowledge rather than only the marketing aspect. I also hope the training we have developed will be of benefit to all workers of life wanting to join a challenging but rewarding industry. I learnt so much...honestly how do you take on a normal every day job after you have been a franchise owner.
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Kim has been an inspiration to many aspiring entrepreneurs. After 9 years of hard work, dedication, and success with her Refresh franchise, she has taken her business acumen to the Refresh head office in Auckland. As the Global Technical & Operations Manager, Kim is now responsible for overseeing the operational success of Refresh across the globe.
What was your career background prior to starting your Refresh Renovations business?
I'm an Electrical Engineer. Worked in IT Operations, leading data centre support teams and teams to migrate systems and deploy new technologies.
What attracted you to Refresh as a business opportunity?
Startup cost, structured process, well developed website, leveraging the experience of other franchisees, and being part of a franchise team who are not in competition with each other and who share a common goal.
What is the market opportunity?
Every house is built once but will be renovated many times... It's cheaper to invest in house alterations/additions than selling the house and buying another property which may still require renovation.
What is the biggest challenge running this type of business?
Market fluctuations, competition from small players, and ongoing running cost when business is slow.
What is your best advice to run a great Refresh Renovation business?
Partner with a good builder and have the finances to grow up the Team.
Who is the ideal Refresh owner?
Someone who has good sales and project management skills and some knowledge of the building and renovation process.
Why is the Refresh model so compelling for customers?
Structured and clear, and every phase is independent where the client has the freedom to set their own pace for the project.
What do you think of Refresh’s marketing, and what are the most effective techniques you’ve used to find new customers?
Website is well developed and attracts good traffic. Google ads produce the majority of leads.
What is it like working with clients?
I like working with people and get lot of satisfaction from delivering a high quality renovation and fulfilling the dreams of customers.
What were key hires for you as you started building out your team?
Experienced builder with good communication skills, and office admin.
Any advice for the start-up phase?
Be patient and ask many questions, other franchisees are willing to share their experience as your success reflects good on their business and the brand name.
Would you do it again?
Yes.
Why did you join Refresh?
I joined Refresh a number of years ago initially wanting to get into property flipping and in Melbourne in my local area it was very difficult to be able to buy, renovate and flip property for a profit. With my research on renovations I discovered the Refresh process and then obviously got into where I am now, so it was really probably a better alternative to what I was doing trying to look through the standard buy and flip model. Choose what everyone does whereas with this I get to spend other people's money.
What was your background before joining Refresh?
Yeah, some of those skills obviously date back. Previously, my grandfather was a builder and my father was a builder too, so it was a natural course that I took, but initially I was in a different industry and that was through a lot of management. Prior to Refresh, I did a lot of higher level project / process management, so that really benefited when I made the change. Moving into the franchise model where it’s task orientated, and there are processes and systems in place made it easy for me to transfer across and get a great start on my business.
What types of local marketing activities do you do?
Local marketing activities that I do have been focused more around client referrals. We spend a lot of time in preparation for doing construction work and that construction work could take six months and then we have an opportunity to close the project and move on or we can capitalise on what we've done and take professional photographs. We can look at doing so many different things with those photos and the big thing for me is trying to advocate the brand.
Have you had leads from referrals or repeat customers?
People are more inclined to recommend me after seeing the work that we've done which is a much warmer lead than knocking on someone's door to try and convert someone who's not necessarily in the right pathway. And I think the referral side is there's an element of trust when people refer to someone else so the benefit is that I still treat everyone the same but the benefit is that I probably got a head start over anyone else which works in my favour. I have a lot of repeat business through existing customers and referrals for probably more so family and friends and Sometimes it's always obvious that neighbouring properties people want to see that someone is adding value to their property in the neighbourhood. They want to know what's been. And some neighbourhoods are very friendly and people get along but quite often will be intercepted by neighbours wanting to know what we're doing and that then forms an inquiry because we may only be there at that particular job to do a bathroom. But because we can do That everything someone wants gives us the ability to go and introduce ourselves to them and do further work for me.
How does Control help with your business and manage projects?
Refresh Control exactly as it does as it sounds. It controls our projects from lead into the project closure. From the dashboard, we can view the number of projects, probability of that job going forward, and estimated value, so from a business perspective we can forecast quite well. It's a task oriented system that enables us to keep clients in communication. It enables us to have a trail of all of our communication to our clients and probably most importantly it can sort of identify straight away where we might have areas reasons that we can focus on. If we know that we have a look at quite a large project that takes some time to come through we can then focus on the smaller projects to be able to help cash flow as we continue on.
How do customers respond to the Refresh process?
I think it's very transferable to a lot of people in I would say it and also engineering that there is a process that could be very similar to a new home build. We break it down into manageable structural phases that people can control. I think it's very clear cut when we're talking to clients about the steps. They can see that they are in control at each stage, they can see the transparency of what's required and that means that when they get to the construction stage they're going to be able to control their budget a lot more which is biggest fear for most people is losing control of their budget, but I think the stage process we have eliminates a lot of those issues.
How did you find sub-trade for projects?
While sub trades and my team initially came through my original Builder who had a lot of relationships in the industry and a lot of trade referrals have come since then through working through suppliers and other trades. Most people are very happy to refer, that they have trust and facing so simply going to a supplier and getting to know picking up business cards going to be an eye groups going to In areas breakfast of trade shows you get to meet a number of people and the benefit is that because of their structure we can curate them to suit the types of jobs that we want to do and if we don't really like them we can also put them aside.
Is there any other advice you’d give to potential franchise owners?
I would think preparation is ensuring that you follow the process. This process has come about in a way that when you defer from the process, it certainly makes it a lot harder and the outcome is never the same. I think initially when you first start is to use relationships as much as possible, and ensure that you're responding to every lead and you're looking at every opportunity while representing the brand as best you can. Make sure that you're building your team, managing expectations on your marketing and you're looking to scale the business into the future.
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 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 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.
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.
Why did you join Refresh®?
Why I first got interested in joining Refresh® because at the time I'd come from a background of General management mainly in the Telecommunications industry so that I didn't really have any experience with the building industry but I certainly had some experience in business management, which was very useful once I got started. I was really looking for a small business to buy or a franchise opportunity and through looking into franchises, I really just stumbled across Refresh® at that stage. It wasn't really such a well-known brand or name as it is today and what attracted me to refresh was the fact that, unlike a lot of other franchises, the business is scalable. So in theory you can grow the business to whatever size you want and also it's available so you can build an asset and sell your asset and when you decide that it's time to do something different. Also, I guess alongside of that is that my wife and I have been very passionate about renovating houses and we've done quite a lot of work on our own houses over the years. So it was the combination of a good business opportunity with something that we really loved working in.
How did you find your sub-trades and build your team?
It does take a while to find a good group of trades that you can rely on and I think it needs to be quite a big part of the business. It's an ongoing and continual thing really, and initially, you find these trades in the same way anybody whether it's through Google or Yellow Pages, Builders Crack and ideally you'd find them through your networks because they come sort of recommended or you can get referrals but what I would also say other franchises have been pretty helpful or we're pretty helpful in the early stages and what I would say is it's more important when you find trades or you intend to use them for the first time that you get some references from them. Contact some people who they've done jobs for before and normally I would start them on smaller jobs before you sort of take them to allowed to job where it's going to be a bit more critical. I've probably come across more that have been disappointing than have been really good, but you do get good trades. The stage whereby you start to accumulate a group of really good quality trades and the more that they know you and the more that they feel that they're going to get consistently more work from you the more they'll increase your priority and with what you're needing to do, but it is harder initially because you haven't got that network but it's definitely worth spending the time to build it.
Do you collaborate with other Franchisees within the Refresh® group?
So in terms of the other franchisees that are sharing the same territory, we tend to work together more than compete. I mean only one of you will get a lead so you never really compete for leads. However, we do generate our own leads through our own networks and other marketing programs. We do share leads around, so sometimes there'll be a lead that might be too far on the other side of Auckland for me with the workload that I have at the time or just not able to take it on. We have been known to meet quite regularly sort of discuss marketing opportunities. Some of us have collaborated with doing a seminar series, at the home Idea Center and one of the franchise's showrooms. So yeah, we work together. It's definitely more of a collaborative approach than it is a competitive approach. Everybody wants to see everyone else succeed. So, it's pretty supportive.
What are your future objectives for your business?
So in terms of where I'd like to take the business in the future, at the moment two and a half years and they have been growth and evolution. So I started off with just myself, I've since taken on an office person which freed up so much more of my time since I've added a project manager which was fantastic. I sort of still keep an eye on sites, but I'm not on sites all day, every day and my next step I think would be obviously, we need to keep growing the business and growing sales to be able to grow the team that I'd like to get to a stage where I have somebody who is more of a general manager or operations manager and it can take control of sort of whole projects in profitability on projects and mainly because I'd like to free up a bit of my time and give me a bit more flexibility with how I use my time. Also in terms of the quality of jobs or the type of jobs, I'm getting I have noticed that with the referrals that you get reads success and I'm starting to get some of the jobs where it's a bit more creative you tend to use different designers rather than just adding a room. It's about working on some Heritage type houses. We've got an amazing job at the moment where I'm using a very good architect because it's all about making the extension look like it was always there. Now those jobs creatively are really fun and for me that's satisfying to do and so as you get more of a network and more referrals you get into a possession where you can be a bit selective about the jobs that you take all the types of jobs you take and that's something is that I'm looking forward to but already I'm starting to see the results of
Is there any advice you'd give to a potential franchisee?
Yes, so in terms of advice for anyone that's looking at it buying a Refresh® franchise. I think the thing is to be realistic about how long it takes for projects to get off the ground and if you're going to be involved with considering resource consent, then easily it would be six months from the first consultation to we start to build depending on availability available builders and that's probably almost the best case. We need to start out early on, and look at small jobs such as kitchens and bathrooms the great thing about those, is very often you don't need building consent and you can get them off the ground straight away. It's also very good to find bathroom work with the bathroom showrooms and kitchen companies and just get some experience with those ones early on and they're great for cash flow. The other thing is to realize that in terms of cash flow you have to be realistic about how long it's going to take, you need a certain availability of funds before you get into this business. I won't talk numbers but it's worth doing projections pretty carefully and being realistic that there are good returns to be made but you need to be able to fund yourself through the first sort of 18 months and be realistic about what that might take.
