Two Maids Franchising
Two Maids Franchising is a U.S. residential cleaning franchisor with 185+ awarded territories, monetizing through initial franchise fees and ongoing royalties on franchisee gross sales, and serving residential homeowners through a pay-for-performance service model.
- Company typePrivate
- Founded2003
- HeadquartersBirmingham, United States
- Headcount101–250
- GTM typeB2B
- OfferingServices
What Two Maids Franchising does
Two Maids Franchising is a U.S. residential cleaning franchisor headquartered in Birmingham, Alabama, with origins in a 2003 Pensacola, Florida operation founded by Ron Holt. The company began franchising in 2013 and currently operates more than 185 awarded territories across the United States, with an additional 300+ territories marketed as available for development. Since 2021 the company has been owned by Home Franchise Concepts, a subsidiary of JM Family Enterprises (a privately held parent reporting $24.7 billion in revenue), placing Two Maids within a franchise system of more than 2,600 North American territories.
The company's core offering is the Two Maids Residential Cleaning Franchise, supported by a set of proprietary systems and modules: an Immediate Scheduling System that enables customers to receive a quote and book within 60 seconds; the Maid to Shine incentive program that ties cleaner compensation to customer satisfaction ratings; proprietary operational software used by franchisees for scheduling, performance tracking, and business management; a mobile application used by employees to track jobs and daily schedules; the National Sales Center, an internal call operation that qualifies and routes inbound customer leads to franchisees; Two Maids University, which delivers 45.5 hours of structured classroom, virtual, and on-the-job certification training; and a Semi-Absentee Ownership Model that allows investors to operate the business with 15–30 hours per week. Franchisees operate within protected territories averaging 160,000 households (minimum 50,000).
Two Maids generates revenue through a one-time initial franchise fee of $59,950, ongoing royalty fees calculated as a percentage of monthly gross sales, and an ad royalty that funds local and national marketing. Total franchisee investment ranges from $93,440 to $149,890 with $51,000 in required liquid capital. The franchise sales motion is sales-led, with a 60–90 day discovery process, a 10-step application flow, and validation with existing franchisees. End customers are residential homeowners and renters seeking recurring cleaning services, with the franchisee customer base composed of entrepreneurs, semi-absentee investors, and military veterans (the latter eligible for a 15% fee discount).
Two Maids Franchising firmographics
Firmographics- Name
- Two Maids Franchising
- Legal name
- Two Maids Franchising
- Website
- https://twomaidsfranchise.com
- Company type
- Private
- Founded year
- 2003
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Two Maids Franchising is a U.S. residential cleaning franchisor with 185+ awarded territories, monetizing through initial franchise fees and ongoing royalties on franchisee gross sales, and serving residential homeowners through a pay-for-performance service model.
- Ownership category
- akta.pro rank
Two Maids Franchising industry classification
Industry- Product category
- Residential Cleaning Franchise
- NAICS
- Janitorial Services (56172)
- SIC
- Sanitary Services (4950)
- akta.pro primary industry
- Whole-Home One-Time Cleaning (HSAEAFAA)
- akta.pro secondary industry
- Empty Property Move-In/Move-Out Cleaning (Vacant Units) (HSAEACAA)
Keywords
Where Two Maids Franchising is headquartered
LocationHeadquarters
- HQ city
- Birmingham
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Two Maids Franchising business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Marketing or Sales, Technology or R&D, Operations, Infrastructure
Revenue model
- Initial Franchise Fees: One-time franchise fee paid at signing for rights to develop a territory. Fee structure includes initial franchise fee and territory development rights.
- Royalty Fees: Ongoing royalty fees paid as percentage of monthly gross sales. Royalties fund operational support and training franchisees receive throughout the agreement.
- Ad Royalty Fees: Fees paid to fund franchisor's marketing strategy and campaign implementation at local and national levels to increase brand awareness
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Multi-year contract | Initial Franchise Fee |
| Other | Multi-year contract | Total Investment Range |
| Other | One time/ perpetual license | Veteran Discount |
| Other | Multi-year contract | In-House Financing |
Go-to-market motion1 record
Distribution channels1 record
Marketing channels6 records
Two Maids Franchising product offering
Product offeringCore offering
Two Maids Franchising sells residential cleaning franchise rights to entrepreneurs in protected U.S. territories, supported by the proprietary Maid to Shine pay-for-performance compensation system, the Two Maids University training program, an Immediate Scheduling System for customers, and a National Sales Center that generates and routes leads to franchisees. Franchisees deliver recurring residential cleaning services to homeowners within their exclusive territories.
Product overview
Two Maids Franchising offers a residential cleaning franchise opportunity built around its proprietary Maid to Shine pay-for-performance model. The core product is the Two Maids Residential Cleaning Franchise, which franchisees operate within protected territories. Supporting modules include Two Maids University (comprehensive training), the National Sales Center (lead generation), an Immediate Scheduling System (customer booking technology), and a Semi-Absentee Ownership Model (management option). The ecosystem centers on customer satisfaction measurement through the Maid to Shine incentive program, where employee compensation ties directly to customer ratings.
Differentiator
Problem solved
Functional benefit
Products and services
- Two Maids Residential Cleaning Franchise Franchise opportunity for entrepreneurs to operate a residential cleaning business within a protected exclusive territory of at least 50,000 households (averaging 160,000). Franchisees receive training at Two Maids University, marketing support via the National Sales Center and an in-house digital marketing team, access to the Maid to Shine pay-for-performance system, proprietary scheduling and management software, and a mobile app for cleaning teams. Offered in owner-operator and semi-absentee ownership formats.
Quantifiable outcome
- Average gross annual revenue of $1,097,830 for top twelve franchises (2021)
- +3 more outcomes
Companies that use Two Maids Franchising
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles2 records
Two Maids Franchising technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Two Maids Franchising partnerships and signals
Strategic signalScale indicators11 records
Recent moves6 records
Expansion highlights7 records
Two Maids Franchising competitors and assessment
Company assessmentOthers
- Home Franchise Concepts: Home Franchise Concepts is the direct parent of Two Maids and operates sibling franchise brands (e.g., Aussie Pet Mobile, Budget Blinds). Listed as a peer because it is the corporate parent and provides shared services, marketing, and capital to Two Maids.
Emerging players
- ecomaids: ecomaids is an emerging eco-friendly residential cleaning franchise with a growing US footprint. Smaller scale than Two Maids but competes for the same environmentally-conscious homeowner segment with a recurring-service model.
Direct peers
- Molly Maid: Molly Maid is a direct competitor in residential cleaning franchising, offering recurring home cleaning services across the US through a franchise model. Operates under Neighborly, the largest home services franchise platform, making it the closest direct competitor to Two Maids.
- The Maids: The Maids is a direct residential cleaning franchise competitor using a team-based cleaning approach (typically 4-person crews). Operates under Authority Brands and competes head-to-head with Two Maids in protected US territories.
- Merry Maids: Merry Maids is one of the oldest and largest residential cleaning franchise brands in the US, operated by ServiceMaster (publicly traded). Directly comparable to Two Maids in service offering and target customer (recurring residential cleaning).
- Maid Brigade: Maid Brigade is a residential cleaning franchise system with a focus on green/healthy cleaning. Direct competitor in the same franchise category as Two Maids, serving similar homeowners with recurring cleaning services.
- MaidPro: MaidPro is a residential cleaning franchise with proprietary technology and a focus on recurring cleaning subscriptions. Direct franchise competitor to Two Maids with comparable service model and tech-enabled booking system.
- The Cleaning Authority: The Cleaning Authority is a residential cleaning franchise system with a focus on recurring cleaning using environmentally preferable products. Comparable to Two Maids in franchise structure, target market, and recurring revenue model.
Broad incumbents
- Neighborly: Neighborly is the parent company of Molly Maid and the largest home services franchise conglomerate in North America. Broad incumbent in the same space as Two Maids' parent (Home Franchise Concepts), with a portfolio of 30+ home service brands.
- Authority Brands: Authority Brands is the parent of The Maids and a portfolio of home services franchise brands. Competes with Two Maids' parent (HFC) in acquiring and operating residential service franchise systems.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks7 records
Key highlights7 records
Customer concentration
Two Maids Franchising social profiles
Digital presenceTwo Maids Franchising financial estimates
Financial estimateRevenue estimate
Valuation estimate
Two Maids Franchising leadership team
Management profileNumber of profiles
Profiles1 record
Two Maids Franchising funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Two Maids Franchising M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Two Maids Franchising
What does Two Maids Franchising do?
Two Maids Franchising sells residential cleaning franchise rights to entrepreneurs in protected U.S. territories, supported by the proprietary Maid to Shine pay-for-performance compensation system, the Two Maids University training program, an Immediate Scheduling System for customers, and a National Sales Center that generates and routes leads to franchisees. Franchisees deliver recurring residential cleaning services to homeowners within their exclusive territories.
Is Two Maids Franchising a public or private company?
Two Maids Franchising is a private company. It is classified as corporate owned and is currently operating.
When was Two Maids Franchising founded?
Two Maids Franchising was founded in 2003. It employs 101 to 250 people.
Where is Two Maids Franchising based?
Two Maids Franchising is headquartered in Birmingham, United States, in the North America region.
How does Two Maids Franchising make money?
Three revenue lines are on record. Initial Franchise Fees are the primary driver. The others are royalty Fees and ad Royalty Fees.
Who are Two Maids Franchising's main competitors?
Home Franchise Concepts is listed as an others. ecomaids is listed as an emerging player. Direct peers are Molly Maid, The Maids, Merry Maids, Maid Brigade, MaidPro and The Cleaning Authority. Broad incumbents are Neighborly and Authority Brands.
Does Two Maids Franchising have an API?
No public API is recorded for Two Maids Franchising.
What industry is Two Maids Franchising in?
Two Maids Franchising's product category is Residential Cleaning Franchise. Its primary akta.pro industry code is HSAEAFAA, Whole-Home One-Time Cleaning, with a secondary code of HSAEACAA, Empty Property Move-In/Move-Out Cleaning (Vacant Units). Its NAICS code is 56172 and its SIC code is 4950.