How JDog Carpet Cleaning Offers Military-Grade Professionalism in a Fast-Growing Industry

JDog Carpet Cleaning & Floor Care, an emerging floor cleaning franchise from veteran-focused franchisor JDog Brands, differentiates itself in its segment by aiming to help veterans achieve the American dream of entrepreneurship. This focus on veterans has proven to be an integral part of the consumer offering, too, thereby granting franchisees access to a loyal customer base and a rapidly expanding referral network. Now, on the heels of a pandemic-fueled boom in the home services industry, savvy entrepreneurs are recognizing that JDog’s carpet cleaning services are more in demand than ever before.

“No one could have predicted COVID, and we’re proud to say we built a business that not only survived but was able to grow substantially while other companies were scaling down,” said Dana Forester, president of JDog Carpet Cleaning & Floor Care. “People spent the past year cleaning out their junk and making their homes more comfortable. Now, they are looking for carpet cleaning and are being referred to us.”

JDog founder and military veteran Jerry Flanagan is no stranger to downturns in the economy. After declaring bankruptcy during the Great Recession, Flanagan set out to find a business opportunity that could survive even the toughest economic climate. With this goal in mind, he landed on the junk removal industry, creating JDog Junk Removal & Hauling and quickly growing it through franchising to become a major player in the segment.

Founder background

In 2019, when Flanagan decided to expand JDog Brands with a new franchise concept, he found that carpet cleaning was a perfect, recession-resistant companion to junk removal.

“JDog Carpet Cleaning & Floor Care was designed specifically to elevate and be elevated by our junk hauling business,” said Forester. “Our franchisees on the junk hauling side were constantly being asked if they knew a good floor cleaning service. People clear out their junk and then they need their floors deep cleaned — they go hand in hand.”

Since JDog Brands encapsulates both a carpet cleaning and a junk removal concept, Forester notes it is able to act as a one-stop-shop for customers who are moving or clearing out a space. This multi-brand roster ensures franchisees can benefit from both cross-promotional referrals and increased brand awareness across markets.

Services and market

JDog Carpet Cleaning & Floor Care offers steam cleaning for carpets, area rugs, upholstery, tile, grout and hardwood. The $5 billion carpet cleaning industry includes both residential and commercial customers, and Flanagan says JDog franchisees are able to provide a specialized service that is difficult for individuals to do on their own and cannot be automated by technology. Best of all, Flanagan says JDog allows owners to take full advantage of this evergreen demand by tapping into recurring revenue and repeat customers.

Additionally, the niche, “veteran owned” aspect of JDog gives the brand a distinct advantage in a fragmented market. Customers appreciate the reliability and work ethic brought on by JDog’s military background and also respect the brand’s mission to help decrease veteran unemployment rates to under 1%.

“We never expected our veteran focus to be such a big part of what consumers love about JDog,” said Flanagan. “We knew we wanted to do something to support the veteran community, and we knew that veterans are excellent at following processes and getting the job — any job — done right, but it was surprising to see just how dramatic a difference that made to our customers.”

Growth and expansion

While 2020 brought a series of challenges for businesses across nearly every segment, JDog Carpet Cleaning & Floor Care proved to be uniquely well-positioned and pandemic-resistant. As homeowners spent more time in their living spaces, the home services segment grew significantly, and JDog kept pace. The brand signed an impressive 17 franchise locations in its first two years.

Looking ahead, the emerging brand is preparing to build on its momentum and strong customer loyalty, with a goal of opening 20 new locations by the end of 2021. In the second half of 2021, JDog is actively seeking qualified franchisees to open franchise territories in markets across the country, starting with New York, New Jersey and Pennsylvania.

“We have emerged as a leader in a very in-demand market, and we’re ready to take full advantage of that position,” said Flanagan. “We’ve got wide open territory availability and increasing demand for our services from prospective customers. Now, we’re just focusing on finding the right franchise owners to help us launch in new markets.”