Mark Amery's Insights on Successful Franchising with Puddle Pool Services

Mark Amery, founder of Puddle Pool Services, got into franchising after meeting Jim Treliving, the owner of Boston Pizza. Inspired by the franchise model, Amery transitioned from running his pest control company to starting multiple home service brands, ultimately leading to the creation of Puddle Pool Services.

In an interview with 1851 Franchise Founder and Publisher Nick Powills on a recent episode of the “Meet the Zor” podcast, Amery emphasized the critical importance of investing in proper infrastructure and support systems to ensure franchise success. He highlighted how many franchisors opt for the cheapest route, which often backfires in the long term. Instead, Amery's approach involves building robust systems and investing in essential tools such as a customized CRM developed over two years.

This investment allows Puddle Pool Services to manage operations efficiently and support franchisees effectively.

During the interview, Amery identified three key pain points in the pool services industry: communication, pricing and personnel. He explained that transparency in pricing and streamlined communication are essential to gaining customer trust. Puddle Pool Services addresses these issues by providing flat-rate pricing and real-time updates, including pictures and videos of completed work.

Additionally, Amery underscored the importance of professional appearance and conduct in the industry, contrasting Puddle Pool Service's branded vehicles and trained technicians with the often informal standards of the competition.

Amery also discussed the significant demand in the pool services market, particularly in areas where supply is limited. He noted that this demand presents a tremendous opportunity for growth, provided that franchisors invest properly in their franchisees and infrastructure. His philosophy of "franchising the franchise" ensures that each franchisee receives comprehensive support, from marketing and call center services to ongoing training and development, ultimately setting them up for success.

A summarized transcript of Amery’s interview with Powills is included below. It has been edited for clarity, brevity and style.

Mark Amery: Sure. I've been in the home service space my entire life. I started my own pest control company and exited that when I met Jim Treliving, who runs Boston Pizzas. I went to one of his conferences and loved the franchise model. After some research, I started another home service brand with that model. It just ticks some boxes for me, and I've been in that space ever since.

Amery: Yeah, even tomorrow, I'll be smarter than I am today. You always learn something new. I thought I understood it at first, but it's always progressing. Over 10 years, I've learned a lot.

Amery: Absolutely. Some people think they want it, but it's not for them. Doing all the work prior to ensure it's a good fit is crucial. Consultants help with this too, making sure it's what the candidate is looking for and if they can grow in this space.

Amery: Yes, I've founded four home service brands, and they've all done well. Our growth has been quick, like Puddle, a Canadian brand coming into the US with 22 locations in 13 months. Managing this growth is key, and having the right people in place is crucial.

Powills: You've franchised the franchise by investing properly. Many franchisors go the cheapest route, but investing in infrastructure and the team around it is essential. Thoughts?

Amery: Yes, investing in systems is important. We've developed our own CRM, which took two years. It allows us to run day-to-day operations efficiently. Listening to the people in the field is crucial for making improvements.

Powills: In your current space, there's more demand than supply. What is important for differentiating to the end user?

Amery: Communication, price, and people are the main pain points. We offer a flat price with no hidden costs, excellent communication through our tech system, and professional service. These details matter to homeowners.

Amery: Investing in systems and education is crucial. Having a great call center and constant training for franchise partners makes a big difference. It's about making their business easier to run.

Amery: We're looking for people who want to build an empire, even if they only manage a small team. Our franchise partners are open books and can attest to the support and success they've experienced.