Responding to Consumer Demand, Case ® Establishes Industry First: National Brand for Full-service Home Improvement |
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Market-driven evolution of franchise system transforming the remodeling landscape
BETHESDA, MD, MARCH 7, 2005 - In a move signaling a transformation of the way Americans purchase home improvement services, several Case® Handyman Services franchises across the country became Case® Handyman & Remodeling effective March 1, 2005. Demand from consumers in the more than 60 markets currently served by the Case® system has driven a steady increase in work by franchisees on larger home improvement projects, as clients come to rely on the superior service and craftsmanship with which the Case® name has become synonymous. The change marks an important milestone in the company’s 44-year history and the $233 billion a year remodeling industry, expanding the scope of the Case® network of franchises from one predominantly focused on the handyman market segment to an unprecedented national network of remodeling companies. For the first time, consumers across the
“This is a major step forward for our company, for the industry and for consumers,” said Case® president Mark Richardson, CR in announcing the change. “Since Case® franchises began operating on our handyman services model in 1997, anticipating and responding to the needs of the market have remained our priorities, and the name change to Case® Handyman & Remodeling is reflective of that approach. This represents a first in our industry -- one that has to date been characterized by considerable fragmentation. Expanding the scope of our franchise means that for the first time, on all types and sizes of home improvement projects, homeowners nationwide can trust in the proven quality, stability, and integrity represented by the Case® name.”
Richardson -- named one of “10 who will remake the remodeling industry” in this decade by Remodeling magazine -- notes that the expansion of the Case® franchise only became feasible because of franchisees’ accomplishments in their markets and their strict adherence to the uncompromising standards of service and craftsmanship that have defined the Case® brand. To qualify for operation under the new Case® Handyman & Remodeling name, franchisees were required to demonstrate a superior track record of project management, customer service, quality control and fiscal stability.
The initial list of franchises changing to Case® Handyman & Remodeling includes: Amherst, NY; Atlanta, GA (North Metro); Carmel, IN; Cincinnati, OH; Concord, NH; Glastonbury, CT; Maple Grove, MN; Nashville, TN; Oklahoma City OK; Redmond, WA; Roanoke, VA; St. Louis, MO, and; St. Paul, MN.
Market-driven expansion of scope
Owners/operators of Case® locations have established strong client bases and track records on handyman jobs which have driven repeat business and referrals - the core strategy of the company’s business model. As clients’ comfort levels in dealing with Case® Handyman Services locations have increased, their requests for remodeling work on a scale beyond the parameters commonly associated with the term “handyman” have become more frequent. Indeed, many franchises selected for the change to Case® Handyman & Remodeling are already firmly established in their markets as premiere providers of a broad range of home improvement services -- from the simplest maintenance and repair projects to full kitchen and bath remodels, construction of decks and sunrooms and full-scale basement finishes and upgrades.
Steve McNamee, Director of Marketing for Velux
Innovation of business management systems and award-winning proprietary software enabled Case® Design/Remodeling, Inc. headquarters offices to begin successfully servicing the handyman segment of the Washington D.C.-metro market in 1992. The company began offering franchises of its handyman business under the Case® Handyman Services brand in response to numerous requests for advice and systems from remodelers for the effective, profitable servicing of this segment that had traditionally eluded even the industry’s most seasoned practitioners. Case® franchises are also supported by a rigorous program of training and technical support, and robust local and national brand building initiatives.
Information on the Case® franchise opportunity, qualification requirements and application procedures is available by calling (800) 426 9434, or online at www.CaseHandyman.com.
Based in
ABOUT CASE ®: Founded in 1961 by National Remodeling Hall of Fame inductee Frederic F. Case, CR, and with day-to-day operations guided by Mark Richardson, CR -- voted one of “10 Who Will Remake the Remodeling Industry” -- Case ® Design/Remodeling, Inc. is the United States’ largest full-service residential remodeling company. With headquarters in Bethesda , Maryland and additional offices in Annapolis , MD , Chantilly , VA and Falls Church , VA , the multiple award-winning firm is recognized as one of the country’s premiere remodeling companies. Through its headquarters and franchises in more than 50 cities around the country Case ® continues a tradition of industry innovation and superior design and remodeling service. Case ® offers every client set time consultation appointments, security-cleared personnel and project warranties. For more information on Case ® Design/Remodeling, Inc. and the Case ® franchise, visit www.CaseDesign.com and www.CaseHandyman.com or call (800) 513-2250.
FACT SHEET
Case ® Franchise System Name Change & the Home Improvement Industry
BEGINNINGS OF THE CASE ® FRANCHISE
Case ® began its franchise system after 6 years of perfecting the business management, technology and quality control systems for successful handyman service in its Bethesda , Maryland headquarters office - today the largest full-service home improvement firm in the country. The company decided to begin granting franchises in response to numerous calls from remodelers across the country requesting guidance from Case ® leadership on how to overcome the challenges of servicing the small home improvement projects market segment.
MARK RICHARDSON, CR
Named one of “10 Who Will Remake the Remodeling Industry” in this decade by Remodeling magazine , Mark Richardson has led the extraordinary evolution of Case ® -- first by development of its Bethesda, Maryland headquarters into the country’s most successful remodeling firm, and then to the forefront of home improvement business franchising. Remodeling magazine referred to Richardson as intending to raise “a litter of junior Cases - all working to Case’s high standards”, as beginning the process of improving the professionalism and reputation of the remodeling industry. This year’s developments in the Case ® system define a key point in that evolution and in the industry’s history.
THE FUTURE OF THE HOME IMPROVEMENT INDUSTRY
In its 2005 report “The Changing Structure of the Home Remodeling Industry,” Harvard’s Joint Center for Housing Studies predicts that “American homeowners are likely to keep setting new records in residential repair and remodeling activity”, further noting that “each generation - from Boomers through Generation X’ers -- has been outspending its predecessor on home improvement.” The report indicates that work on “interior upgrades are concentrated in high value homes” such as those that constitute the core of the Case ® client base. All strong indications the system-wide evolution of Case ® franchises from handyman to larger scope projects is a move in step with market trends in the steadily growing $233 billion (up from approximately half that size in 1983) American remodeling industry.
A NATIONAL BRAND
When NBC’s “Today” show producers needed carpenters in February 2005 for high-profile home makeover projects in 3 U.S. cities for 6 days of work Case ® franchises arranged, on less than 48-hours’ notice, for skilled manpower to accomplish TV-ready transformations. Consistency, craftsmanship and reliability were affirmed as common traits throughout the Case ® system.
Dean Innerarity
Public Relations Manager
Case Design/Remodeling, Inc.
CaseDesign.com
Case Handyman Services, LLC
CaseHandyman.com
4701 Sangamore Road
North Plaza, Suite 40
Bethesda , MD 20816
(301) 229-9380 x240 Direct
(301) 229-4600 Main #
(301) 229-3185 Fax
