Business View Magazine - Dec 2023

Inside that investment range is a lot of optionality. The initial franchisee fee is $39,000 for an associate franchise–which is how most start–or $85,000 for a full franchise. So, prospects have the option to start sooner rather than later, but even if they have the money to jump in, there are also three key standards they must meet regarding their character. The company welcomes franchisees with entrepreneurial spirits, relationship-oriented personalities, and a genuine desire to help others. Benshoof expresses this sentiment clearly, saying, “We help people first, we buy houses second.” HomeVestors doesn’t just measure success solely by its number of territories but also by the ability of a single franchise to be impactful. Goodman doubles down on the point, saying, “We’re a real estate business, we are, but 100% in a situation where someone’s in some type of difficult situation that they need to work through, [we want] our franchisees to potentially be a solution for them.” This combination of good-natured service and industry complexity is most likely why, as a franchise, HomeVestors also tends to do well with military veterans. “This is very systematic and process-oriented, and that’s their background. So, we’re excited to partner with them,” Benshoof says, explaining that veterans’ discipline and work ethic make them a great fit for the business. Because HomeVestors values the skills and traits that have already brought the franchise much success, it offers military veterans a 10% discount on the initial franchise fee. THE RESULTS OF A SERVICE- ORIENTED MISSION HomeVestors has certainly shown that it doesn’t need to follow typical franchise patterns to achieve success. It has managed to be of service while 186 BUSINESS VIEW MAGAZINE VOLUME 10, ISSUE 12