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After years in corporate accounting, Sarah Ross found herself on a journey that, while stable, lacked fulfillment. The repetitive nature, long hours, and limited flexibility began to take a toll on her. Despite her proficiency with numbers and appreciation for the financial security that her job provided, Ross started to reconsider the purpose of her hard work and the beneficiaries of her efforts.
“If I’m dedicating 14-hour days, that should be for my benefit rather than for someone else’s,” she reflects. This insight prompted her to initiate a significant shift in her career.
Understanding her personal strengths, Ross admitted, “I tend to be risk-averse when it comes to starting something entirely new.” She felt confident managing the operational aspects of a business but recognized the need for guidance in areas like sales and marketing. Thus, she opted to explore franchise opportunities.
Finding a niche in the painting industry
Through thorough exploration of her options, Ross chose Fresh Coat Painters, a franchised business specializing in both residential and commercial painting. Her decision was influenced by three primary factors: cost-effectiveness, a favorable territory, and trust in the brand’s offerings. Having encountered unreliable contractors in her own experiences, she recognized an opportunity not only to operate a business but also to address a common frustration for many homeowners.
“As a female homeowner myself, I’ve dealt with unreliable contractors, and I wanted to be the one who people could count on,” she states. “The contractor who arrives and completes the job as promised.”
Ross was also motivated by the significant growth potential in the U.S. home services sector, valued at $212 billion in 2023 and expected to expand to $893 billion by 2031.
Building a business on trust and respect
Launching Fresh Coat West Austin in Texas in 2015, Ross achieved approximately $300,000 in revenue during her first year. Today, a decade later, she has elevated her business to $2.8 million in revenue and aims to reach the $3 million milestone this year. A fundamental aspect of her growth strategy has been establishing strong local connections.
Ross attributes much of her success to the area’s demographic expansion. Austin has been recognized as one of the fastest-growing regions in the United States, according to the U.S. Census Bureau. Ultimately, she believes that the core of her success lies in consistent customer engagement and building trust over time.
An essential element of her business model is her investment in her team. The painting industry often faces high turnover because many painters are unlicensed, leading to varying skill levels and poor treatment from some employers. Ross has made it a priority to identify talented painters and maintain them on her team. “Treat them equitably, ensure timely pay, and show respect,” she advises. “This approach can be transformative for them.”
Establishing a unique identity
As a woman leading a business in a traditionally male-oriented field, Ross views her identity as an asset. “Our primary focus is residential repaints, and when I show up to quote jobs, female homeowners are often pleasantly surprised to see a woman,” she notes. “It has definitely set me apart.”
Fresh Coat has actively pursued diversity within its ranks, and the leadership believes this diversity enhances the brand’s value. “My predecessor was also a woman,” says Fresh Coat CEO Laura Hudson. “Nearly 30% of our franchisees are female or couples, which is crucial, given that about 70% of our clientele are women.”
As Ross’s business has flourished, her leadership style has also evolved. In the early stages, she approached challenges with a mindset shaped by her accounting background, focusing on analytics. Now, she prioritizes solutions and a people-centric approach. “If there’s an issue, I won’t just let it go,” she emphasizes. “I encourage my team to communicate problems, and I will work to find a solution.”
Aiming for $3 million in revenue
Looking forward, Ross does not intend to expand into new regions but rather aims to enhance relationships and maximize growth opportunities within her established territory. “I have an incredible territory,” she remarks. “The objective is to nurture existing connections and seek additional ones as opportunities arise.”
With her eyes set on reaching the $3 million revenue goal this year, Ross has also introduced a level of friendly competition. A peer in the franchise system has been closely trailing her in revenue over recent years, and this rivalry has sparked added motivation. “I playfully declare that my plan this year is to outpace him to $3 million.”
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