Senior VP of Franchise Development opens up about why the fastest-growing wood refinishing franchise is off to the races in 2019
N-Hance, the fastest-growing wood refinishing franchise in the nation, had a remarkable 2018 by any standards. Last year, the brand celebrated the milestone of opening its 500th location, launched initiatives to increase profitability for franchisees, expanded training, earned tremendous results from an ongoing nationwide marketing initiative — and we could go on. For these efforts, Entrepreneur magazine named N-Hance the No. 1 franchise in its category for 2018 and gave it a high ranking on its prestigious annual Franchise 500 list.
While other brands might rest on their laurels, an innovative and industry-leading brand like N-Hance is ready to capitalize on its momentum by making 2019 even better than the year before.
“Reaching 500 locations was a tremendous milestone for us,” says D’Wayne Tanner, Senior Vice President of Franchise Development with N-Hance. “We’re so proud that our franchise owners are thriving in their business model, and to prove it, so many of them are buying additional territories. Our average franchisee has 2.6 territories, and several of them crossed the million-dollar mark last year.”
The reasons N-Hance franchisees are thriving are the low costs of ownership, the proven business model that is simple to implement, and service offerings that allow customers to get beautiful solutions for their hardwood floors, kitchen cabinets, doors and more for an affordable price.
“Our franchise family is such a varied audience,” Tanner says. “We have successful husband-and-wife teams, former salespeople, people with strong marketing backgrounds, and people who have significant experience in this industry. Our franchisees come from diverse backgrounds, our business model is as straightforward as it gets in franchising, and as we grow we continue to invest more resources in our training platform.”
In 2018, N-Hance greatly expanded its state-of-the-art training center in Logan, Utah. Right next to the facility where N-Hance’s industry leading research and development team creates the brand’s proprietary product line, N-Hance added several rooms’ worth of wood flooring and a full kitchen, where new and existing franchisees can learn how to apply N-Hance products with confidence while mastering the services they will be offering to customers. N-Hance also added training classes for its new cabinet door replacement program and expanded on its Quick Start program, which supports new franchisees through their first year of business.
“Our franchisees invest real money into their businesses,” Tanner says. “In turn, we are committed to investing in them. From a brand growth perspective, N-Hance has been built around innovation, and we are going to continue to roll out new initiatives and expand our training. Last year, we added coaches and delivered more marketing resources to help our franchisees get to the next level.”
From a marketing perspective, N-Hance really took off in 2018. In June, N-Hance shared the results of its Brand Marketing Fund, which was launched to grow brand awareness through advertising in television and national publications such as HGTV and Martha Stewart. The results were overwhelmingly positive:
- N-Hance website traffic increased by 115% – 43,000 visitors a month, compared with 20,000 a month the year before.
- Non-Home Depot leads grew by 30%, producing 2,200 leads per month.
- Revenues derived from N-Hance franchise kiosks in Home Depot also increased by 10%.
“The strength of the brand is really growing,” Tanner says. “We now have national recognition, and people have a heightened sense of who we are and what we do. We’re going to expand on that in 2019.”
N-Hance also will be expanding throughout the country in 2019. After adding 70 new locations in 2018, Tanner says 2019 is shaping up to be even better.
“We’re going to surpass our 2018 growth this year,” Tanner says. “From a growth perspective, we’re just getting started.”