Two Maids & A Mop franchise review
Entity: Two Maids Franchising, LLC
Parent: JM Family Enterprises / Home Franchise Concepts
Ownership: PE-backed
Franchising since: 2013
144
System Size
franchised outlets, end 2024
$93K–$149K
Initial Investment
Item 7 range
$64,800
Annual Fees at $300K
#7 of 7 in cohort
+52 units
3-Year Net Growth
Accelerating
Where Two Maids Stands vs. Peers
Fee burden (at $300K)
$64,800/yr
#7 of 7
Royalty rate
7% / 6% / 5% / 4%
marginal tiered by monthly revenue
Marketing floor
2% national + $2,500–$3,000/mo local
moderate-to-high (2% + $30K–$36K/yr local)
2024 attrition
5.1%
above cohort average
Disclosure quality
Strong
2nd of 7
Peer comparisons from
fee burden,
system health,
cost to enter
analysis.
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Biggest Watchouts Editorial
- △ Technology fee of $650/month per territory ($7,800/year) — highest tech fee in the cleaning cohort.
- △ Transfer fee is complex and expensive: $24,950–$50,000 for new buyers, plus potential $15,000 referral fee.
- △ Mandatory franchisor-directed local advertising of $2,500–$3,000/month ($30K–$36K/year) on top of 2% national fund.
- △ Minimum royalty of $1,500/month applies from Year 2.
Strongest Positives Editorial
- ✓ Fastest growing system in the cleaning cohort: +52 units over 3 years (+56.5%). 2024 saw 32 openings vs only 6 exits.
- ✓ Top quintile territories average $1.17M gross revenue with 52% gross margin.
- ✓ Most detailed Item 19 in the cohort: 12 charts, quintile breakdowns, multi-unit data.
- ✓ Tiered royalty rewards growth: drops from 7% to 4% above $90K/month.
- ✓ 21 signed-but-not-opened agreements + 35 projected for 2025 — strong pipeline.
Fee Burden Position Modeled
| Revenue Level |
Annual Fees |
% of Revenue |
Rank |
| $200,000 |
$55,800 |
27.9% |
7 of 7 |
| $300,000 |
$64,800 |
21.6% |
7 of 7 |
| $400,000 |
$73,400 |
18.4% |
7 of 7 |
| $500,000 |
$81,400 |
16.3% |
7 of 7 |
Year 5 assumptions, single territory. See full methodology.
Local advertising is franchisor-directed
The $2,500–$3,000/month local advertising is managed by the franchisor, not discretionary. Combined with 2% national fund, total marketing costs are $32K–$42K/year at any revenue level.
System Health
| Year |
Opened |
Closed |
Net Change |
End Count |
| 2022 |
12 |
4 |
+8 |
99 |
| 2023 |
24 |
5 |
+19 |
118 |
| 2024 |
32 |
6 |
+26 |
144 |
Disclosure Quality Editorial
Richest Item 19 in terms of breadth: 12 charts covering 5 quintiles of territories open 2+ years (86 territories), new territories (1–2 years, 17), multi-unit owners (20), gross margins (52% top quintile), and labor efficiency.
Get the Two Maids & A Mop Decision Report
Full fee burden modeling, Item 19 translation, risk flags, investment breakdown
analysis, and specific discovery day questions — the analysis that takes
this brand from “interesting” to “ready to evaluate.”
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What’s in the report
1Fee Burden Deep Dive
Dollar-level modeling at 4 revenue levels with component breakdown, minimum triggers, and year-by-year escalation
2Item 19 Translation
What the financial performance data actually says — and what it conspicuously omits
3Investment Breakdown
Where the initial investment goes, what’s negotiable vs. fixed, what the FDD footnotes bury
4System Health Narrative
Churn context, closure patterns, transfer trends — what the Item 20 numbers actually mean
5Risk Flags & Litigation
Regulatory history, entity changes, franchise dispute outcomes, and what they signal
6Discovery Day Questions
Specific, data-informed questions to ask the franchisor — derived from this brand’s FDD
7Peer Positioning
How this brand compares across the full residential cleaning category with narrative context
Compare Other Brands
See how Two Maids compares to other residential cleaning franchise brands in the cohort.