How Two Laid-Off Workers Built a $58K MRR Window Cleaning Franchise
Who is Carter Smith?
Pinks Window Services was co-founded by Carter Smith and Brandon Downer in Austin, Texas. Both drew inspiration from their experiences after being laid off from corporate roles and decided to start a service company in 2020. Smith focuses on branding and marketing with a creative flair, while Downer brings a finance background, contributing to their complementary partnership in steering the company.
What problem does Pinks Window Services solve?
Pinks Window Services solves the problem of unreliable and poor-quality exterior cleaning by delivering consistent, professional, and personable service. This alleviates customers' frustrations by ensuring reliability and excellent results, making it a high-demand, repeat service business.
How did Carter come up with the idea for Pinks Window Services?
In 2020, right after both Carter Smith and Brandon Downer were laid off from their corporate jobs during the pandemic, they spent a lot of time walking around their neighborhoods in Austin, Texas. They noticed how many homes and storefronts had dirty windows and thought a cleaning service could fill that need. Their past experiences with service companies had been terrible; they saw a gap for reliable service that actually shows up on time and does a good job.
They didn't rush into it blindly. Carter had already considered the business while getting laid off, and they researched the necessary equipment and techniques, learning from online sources like YouTube. They even spoke directly with experienced window cleaners like Steve-O, who shared valuable advice, helping them avoid common pitfalls.
Initially, the idea was simple: clean windows to make ends meet. They started with pretty basic tools but quickly realized the potential for something larger. They went door-to-door offering their service, sometimes even for free, just to practice and get feedback. They refined their approach based on what worked and what didn't and soon built a reputation for reliability and quality.
The main lesson they took away was that combining good service with a strong brand identity could significantly stand out in a crowded market. They learned that it was crucial to set a new standard and not follow the mediocre norms typically associated with blue-collar jobs. This insight helped them shape Pink's Window Services into a more customer-focused, professional, and dignified service.
How did Carter build the initial version of Pinks Window Services?
Pink's Window Services initially started with a bare-bones approach, utilizing simple tools such as Home Depot squeegees and buckets to begin their window cleaning operations. Founders Carter Smith and Brandon Downer were hands-on from the start, utilizing their limited resources to perform jobs while perfecting their craft and understanding the nuances of window cleaning. To enhance efficiency, they later incorporated more advanced equipment like water-fed poles, which helped decrease the time spent on cleaning tasks significantly.
The process of building Pink's was challenging, with the co-founders facing obstacles in selecting the right systems and technology for operations, leading to trial and error with different tech platforms and equipment. Their first year was characterized by learning and fine-tuning their method through trial and error, often with the guidance of industry mentors like Steve-O, who provided remote coaching on complex cleaning jobs. Despite initial difficulties, this foundational period helped establish the robust, customer-focused culture and quality of service that became signatures of Pink's.
What were the initial startup costs for Pinks Window Services?
- Equipment: They initially spent $153 on buckets and squeegees.
- Vehicle: They purchased a van and spent $4,000 to $5,000 on a custom wrap.
- Insurance: They acquired insurance to cover the business, costing extra but not a specified amount.
- Social Media Marketing: They later allocated $1,000 per month for Instagram and Facebook ads.
How did Carter launch Pinks Window Services and get initial traction?
Door-to-Door Initiatives
The founders of Pink's Window Services started by going door-to-door in their local community in Austin, Texas. They introduced themselves to residents and offered free or significantly discounted window cleaning services initially. This hands-on approach allowed them to perfect their skills while gaining goodwill in the neighborhood. The tactic worked because they were able to personally connect with potential customers and demonstrate the quality of their work.
Why it worked: Going door-to-door allowed them to build a direct, personal connection with potential customers. This approach not only showcased their dedication but also allowed them to collect immediate feedback and build trust quickly.
Word-of-Mouth Promotion
Their initial customers were primarily friends and family as well as neighbors. They encouraged these first clients to spread the word about their business. By doing an excellent job and providing exceptional service, they generated positive word-of-mouth, which brought in more local business.
Why it worked: Personal recommendations from friends and family are incredibly powerful. Their friends and family vouched for them, providing social proof which helped alleviate any concerns new customers might have had.
Commercial Outreach
In addition to residential services, the founders targeted local businesses. They walked into cafes, restaurants, and other commercial establishments, introducing themselves and offering to clean their windows. They wore uniforms to establish a professional image and build credibility immediately.
Why it worked: Many commercial establishments require regular window cleaning and were receptive to enthusiastic and professional pitches. The uniform added a sense of professionalism, making businesses more likely to trust and hire them.
Metrics:
- They began seeing steady business within the first few weeks of going door-to-door.
- Their first job was secured by simply knocking on a door and asking to perform the service for free.
- After the initial launch phase, they grew their business to the point where they were achieving $1,000 days.
- Through word-of-mouth and consistent, quality service, they built up to $58,000 per month in revenue within a relatively short period.
- Constant outreach helped them secure both residential and commercial clients, creating a stable, recurring revenue stream.
What was the growth strategy for Pinks Window Services and how did they scale?
Social Media and Ads: Pink’s Window Services has seen substantial growth through an effective use of social media and digital advertising. Initially, their strategy was simple: create engaging, fun content instead of generic before-and-after photos. They used platforms like Instagram and Facebook to showcase their brand's character and approachable vibe, frequently sharing videos and posts that resonated with their audience. Over time, they began spending about $1,000 a month on social media ads. These ads, combined with organic growth from engaging content, played a significant role in attracting new customers and increasing brand awareness.
Another aspect of their advertising strategy is the use of strategic van parking. They negotiated deals to park their branded vans in high-visibility locations for free, such as empty lots of commercial properties they clean. This essentially turned their vans into mobile billboards, significantly boosting their local presence and attracting walk-in clients.
Why it worked: Their unique and engaging content on social media platforms distinguished them from competitors, attracting a following that found their brand appealing and trustworthy. The strategic placement of their branded vans provided consistent local visibility, acting as constant advertisements that reminded potential customers of their services.
Referral and Word-of-Mouth: Initially, Pink’s Window Services relied heavily on word-of-mouth marketing. The founders started by cleaning houses in their neighborhoods and offering free services to friends and family to perfect their craft and build initial credibility. They encouraged satisfied customers to spread the word, which led to organic growth through referrals.
Why it worked: Word-of-mouth marketing is particularly effective in service-based industries where trust and reliability are critical. By initially offering free services and ensuring high-quality work, they built a strong base of loyal customers who were willing to recommend them to others.
Recurring Revenue Model: To build consistent revenue streams, Pink’s Window Services implemented cleaning plans that incentivize frequent services. They created a tiered structure where customers could save money by committing to regular cleanings, such as quarterly or bi-annual services. This not only provided cost savings for the customers but also ensured predictable revenue for the company.
Why it worked: This model helps in maintaining customer loyalty and ensures steady income throughout the year. It also improves operational efficiency as the cleaning teams become familiar with regular clients' properties, reducing time spent on-site and increasing the overall service quality.
Door Knocking and Old-School Tactics: Despite the advancement in digital marketing, Pink’s Window Services did not shy away from traditional methods like door knocking. Founders and employees would visit neighborhoods and commercial areas, introduce themselves, and offer their services. This approach was especially useful in building their initial client base.
Why it worked: Personal interaction can be incredibly persuasive. By directly approaching potential clients, they were able to establish immediate connections that often translated into sales. This hands-on approach also demonstrated their commitment and work ethic, further building trust with customers.
In summary, Pink’s Window Services’ growth can be attributed to a strategic mix of engaging social media presence, effective use of recurring revenue models, leveraging word-of-mouth, and maintaining traditional marketing efforts like door knocking and strategic branding through visible van placements.
What's the pricing strategy for Pinks Window Services?
Pinks Window Services offers tiered cleaning plans starting at $150 per visit with discounts for added frequency, focusing heavily on maintenance plans to foster recurring revenue.
What were the biggest lessons learned from building Pinks Window Services?
- Customer-centric Approach: Pinks emphasized showing up on time and delivering quality service to flip the script on blue-collar service industries, leading to high customer satisfaction and loyalty.
- Innovative Branding: By using a unique 50s and 60s aesthetic, Pinks successfully made their brand memorable, which attracted customers and potential franchisees alike.
- Effective Use of Social Media: Combining traditional door-knocking with modern social media marketing allowed Pinks to reach a broad audience and generate significant business without heavy initial spending.
- Focus on Recurring Revenue: Offering maintenance plans and recurring services ensured steady income and built long-term customer relationships.
- Hospitality-driven Hiring: Hiring individuals from the hospitality industry ensured a high level of customer service, which was a key differentiator in their market.
Pinks Window Services Acquisition: How much did Pinks Window Services sell for and what was the acquisition price?
In July 2023, ResiBrands acquired Pink's Window Services, a Texas-based window and exterior cleaning franchise, for an undisclosed amount.
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More about Pinks Window Services:
Who is the owner of Pinks Window Services?
Carter Smith is the founder of Pinks Window Services.
When did Carter Smith start Pinks Window Services?
2020
What is Carter Smith's net worth?
Carter Smith's business makes an average of $58K/month.
How much money has Carter Smith made from Pinks Window Services?
Carter Smith started the business in 2020, and currently makes an average of $696K/year.
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