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 Maids & A Mop 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.
Want the full Maids & A Mop analysis — Item 19 translation, risk flags, discovery day questions?
Decision Report — $99 →
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 Maids & A Mop compares to other residential cleaning franchise brands in the cohort.