Who are my Customers?
From simple homes to mega mansions, Window Genie franchisees have plenty of customers to choose from
One of the hardest things for potential franchisees to wrap their minds around is the fact that yes, people really do pay to have their windows cleaned.
That’s a reality we’ve been banking on for 20 years.
Contrary to popular belief, our customers aren’t just wealthy homeowners. Company founder and CEO Rik Nonelle learned that not long after launching his window cleaning business in 1994.
“When I started the business, I was as narrow-minded as you could possibly get. I started the entire business literally in one ZIP code in Cincinnati. It’s a neighborhood called Indian Hills, and it’s full of $1 million to $20 million homes. In my shallow little mind, I thought the only market was the super-rich people. I just didn’t get it,” Rik says.
Window Genie learned the market is broader than the top 1% of income earners. I quickly generated business elsewhere around town.
Over the years, Rik perfected the Window Genie business model to meet the demands of customers who, after seeing what a great job Window Genie did on their windows, started asking, “Wow, what else do you guys do?”
Our perfect customer
Window Genie started adding in-demand home services, which created great opportunities for franchisees to boost their revenue. Window Genie provides the Big Three core services:
● Window cleaning
● Window tinting
● Pressure washing
Under the Big Three umbrella of those services, we also do things like clean gutters and seal driveways. Our services roster is limited, though, because we want to excel in everything we do. “We’ve been very careful not to be the jack of all trades,” Rik says.
Generally, customers call us because their windows are dirty. When we get there, we can easily see if the decks and gutters are dirty, if the sun is pounding down on certain areas of the house and raising their air conditioning electricity costs. We point things out, our customers see what we see, we get more business. Simple.
Since all our technicians get background checks and arrive in professionally brand-wrapped Geniemobiles, wearing our signature purple Window Genie shirts and photo ID badges, our customers have truly learned to trust the Window Genie brand.
The services our company provides appeal to a broad range of homeowners, from families trying to sell their homes and elderly people who can no longer safely perform household chores, to people who would simply rather spend their limited time off doing something more fun than cleaning windows. We entice customers to stay with Window Genie through a program that offers discount pricing for cleanings scheduled on an annual basis.
Today, our franchisees across the country clean windows for homes of all sizes and values, from simple homes to multi-million dollar mansions. We sell territories in increments of 50,000 households, and, on average, our franchisees achieve about 5% penetration.
“The sweet spot is $200,000-$600,000 homes, and there are a lot more of those than $10 million homes,” Rik says.
Your customers will be in suburban subdivisions. They won’t all be wealthy; most will be normal, working families who are just too busy to get around to cleaning the windows or pressure washing the deck. You’ll also find that Realtors hire window cleaners — homes sell much faster when the windows are spotless.
Our franchisees also do 20% commercial work. Small businesses, retail shops and even offices also need window cleaning, especially when they are near our core neighborhoods.
When it comes to window tinting, our customer base is more varied. A homeowner might seek you out looking for an energy-saving film, or someone may want to beef up home security by adding a security tint.
Our customers come from all walks of life and have a wide range of income levels. After all, no one, no matter how much money they make, really likes looking through dirty windows.