Business View Magazine - Feb 2024

allows the company to select franchisees with care. The emphasis is on individuals who not only possess the necessary business acumen but also exhibit a passion for helping others. BELFOR doesn’t merely seek franchisees; they seek the kind of people that anyone would feel comfortable inviting to a family dinner —morally sound and pleasant individuals. ACQUISITIONS, GROWTH, AND CONTINUED CUSTOMER SATISFACTION BELFOR’s people-first philosophy can also be observed within the rankings and recognitions that its many franchises receive. “Out of the 14 brands that we have, seven or eight are recognized as number one in their category,” Osness says. The company’s emphasis on interpersonal qualities and relationships has resulted in a culture of work done by individuals who really care about what they do. Chem-Dry, The Patch Boys, and HOODZ are all front- Through conducting normal business as well as hosting various events like local dinners and similar gatherings, BELFOR’s main brand has managed to create a vast network that can provide a reliable stream of referral work to its franchises. Vice President of Franchise Development Ken Osness explains the perception of the larger BELFOR brand and how it can seem like the father brand to the rest of the franchises. “[BELFOR] has a tremendous knowledge base and is well known in the insurance world. It’s a worldwide, multibillion-dollar company in the property restoration space, and even though it’s not a franchise, the brand itself is able to connect us in local markets with key people who can provide tremendous resources for us,” Osness explains. To supplement this network, BELFOR also provides its franchisees with in-depth training via the BELFOR University System. In addition to being the platform that handles the initial training and onboarding process, there are also thousands of training videos available for any franchise owner to use. Even the franchise owners themselves must also possess the characteristics that fit within the larger vision of the type of business that BELFOR USA Group conducts. “It’s important that we get the right people so that they can work together and help each other. So that they’re not destructive to the overall brand and their sister franchises,” Amarante says, explaining that, ultimately, all of these standards and systems exist so that the energy at BELFOR goes towards working together. And naturally, that tends to attract a certain kind of individual to the company. “Because most of our businesses are service-oriented, you have to have a personality where you like to help people,”Amarante says, underscoring the importance of selecting franchisees who align with the brand’s culture. The success of BELFOR’s franchise model is deeply intertwined with the people who make up the network, and this people-first philosophy is what Your neighborhood paint store is just around the corner. 116 BUSINESS VIEW MAGAZINE VOLUME 11, ISSUE 02