From the filings

+366.667% units YoYHQ-led decisions

HomeSmiles

Home services

Software purchasing at HomeSmiles is controlled at the corporate level, with Chief Operations Officer AJ Dumler and Senior Executive Director Tanya Cruzada positioned as key operational leaders. The franchise system mandates a specific CRM platform and ServiceMinder across its 42 franchised locations, creating a concentrated addressable market for vendors who can integrate with or replace these core systems. The total addressable market consists of 43 units, with only one company-owned location.

For software vendors selling into US franchise brands.

Live signals

Total units
43
42 franchised
Unit growth YoY
+366.667%
vs prior filing
AUV
Item 19, 2026
Royalty
6%
of gross sales
Ad fund
2%
national + local
Initial fee
$60K
per unit
Investment range
$148K–$202K
all-in, Item 7
Procurement
Approved supplier
from the filing
Non-compete
2 years
from the filing
Item 19
Claims
from the filing

Ongoing fee load

What the operator pays every month

The recurring percentage of gross sales named in this filing, before rent, labour or any technology fee.

8%of gross sales (FY2026)

Ongoing fees: 8% of gross sales (FY2026)Royalty 6%, Ad fund 2%. Total 8% of gross sales. Drawn against a 15% reference scale.

15% reference

Royalty 6%Ad fund 2%

Mandated & recommended tech

The systems vendors compete with

1 of these are mandated in the franchise agreement. Each is named in Item 11 of the filing, the incumbents a challenger must displace or integrate with.

ServiceMinderServiceMinder
Mandatory
Field serviceItem 8

to day operations and overall management of your HomeSmiles Business. There are no substitutes for our designated point of sale and business management system that, presently, is Serviceminder. Use of

Google AdsGoogle
MarketingItem 7

digital marketing efforts to drive customer acquisition and local brand awareness. This spend must be used for approved digital marketing initiatives, including but not limited to Google Ads, social m

Franchisor behaviours

What the franchisor requires

27 requirements the franchisor states in this filing, each in its own words; 5 explicit no's; 2 questions the text does not settle, which is not a no.

Accounting

Does the franchisor have direct or independent electronic access to the franchisee's financial, sales or customer records?

Yes

Franchise agreement

At all times, Franchisee shall provide and permit Franchisor to maintain direct and independent access to the Business Management System and the Business Management System Data and to duplicate and evaluate the data;

Must the franchisee submit periodic financial statements (monthly, quarterly or annual) to the franchisor?

Yes

Franchise agreement

within 30 days of the end of each calendar month Franchisee shall submit to Franchisor monthly financial statements and other reports related to the operations of the Franchised business

How the franchisor buys

Does the franchisor reserve the right to change designated suppliers or systems at any time?

Yes

Item 8

We may designate a supplier (which may include us or our affiliates) as the exclusive supplier for the System.

How much revenue did the franchisor and its affiliates earn from franchisee purchases in the last fiscal year?

0

Item 8

During the fiscal year ended December 31, 2024, we did not earn any revenue from approved suppliers based on our franchisees’ purchases.

Item 8 gives this proportion in one of two shapes: separate percentages for establishing the business and for operating it, or one figure covering "establishing and operating" together. Where they are separate, answer with the operating percentage; where the passage gives only the combined figure, answer with that. What percentage of the franchisee's purchases must come from designated or approved suppliers?

10

Item 8

We estimate that your purchase of goods and services from suppliers according to our specifications, including your purchase of goods or services from our designated exclusive suppliers, to represent approximately 25% of your total purchases and leases in establishing the Franchised Business and approximately 10% of…

Does the franchisor charge a fee to evaluate a proposed supplier?

Yes

Franchise agreement

shall pay to Franchisor a Supplier Evaluation Fee per requested product, service, equipment, supply, supplier and/or distributor to be considered

Can a franchisee propose a new supplier for the franchisor's approval?

Yes

Item 8

If you want to purchase or lease a source restricted item from a supplier that has not been previously approved or designated by us in writing, you must send us a written request for approval and submit additional information that we may request.

Communications

Does the franchisor own or control the business telephone numbers, or take them over when the agreement ends?

Yes

Franchise agreement

In the event of the termination of this Agreement, for any reason, that the accounts related to all telephone numbers associated with the Franchised Business and all rights in and to the telephone numbers associated with the Franchised Business, shall, at Franchisor’s election, be transferred to Franchisor.

Franchise management

Must the franchisee participate in a customer-satisfaction or net-promoter survey program?

Yes

Franchise agreement

“Customer Satisfaction Non-Compliance Event” refers to and means any circumstance and/or event whereby Franchisee’s monthly customer satisfaction and/or approval ratings, as measured on a monthly basis by a reputation management and/or customer review platform designated or selected by Franchisor, fails to achieve an…

Does the franchisor conduct periodic inspections, audits or evaluations of the franchised business?

Yes

Franchise agreement

Franchisor has the right at any time during business hours, and without prior notice to Franchisee, to inspect Franchisee’s non-residential Administrative Office, Service Vehicles and System Supplies.

Can the franchisor change the operations manual and brand standards unilaterally?

Yes

Item 11

At all times, we reserve the right to supplement, modify and update the Manuals.

Must the franchisor approve the franchisee's site or location before opening?

Yes

Franchise agreement

Franchisee must obtain Franchisor’s written approval of the location of Franchisee’s Administrative Office.

Marketing

Is a minimum grand opening advertising spend required?

Yes

Franchise agreement

Not less than 30 days prior to the opening of the Franchised Business, Franchisee shall spend not less than $12,000 to market and promote the grand-opening of the Franchised Business in accordance with Franchisor’s standards and specifications;

Is the franchisee required to spend a minimum amount on local advertising or marketing, as a percentage of sales or a fixed amount?

Yes

Franchise agreement

Franchisee must contribute a monthly sum of 3% of monthly Gross Sales to the Franchisor directed marketing, subject to an annual minimum local marketing requirement of $32,000.

Must the franchisee participate in a customer loyalty or rewards program?

Yes

Item 11

You will also be required to utilize those customer reward programs and systems that we designate.

Must the franchisee participate in a regional advertising cooperative when one exists?

Yes

Franchise agreement

If Franchisee’s HomeSmiles Business or Operating Territory is located within the geographic area of an Advertising Cooperative, franchisee must participate in and contribute to the Advertising Cooperative.

Operations

Must the franchisee buy products from a designated distributor?

Yes

Item 8

We currently require that you purchase or lease the following source restricted goods and services from either us or our designated supplier: 1. System Supplies – You must maintain an initial and ongoing inventory of System Supplies. You must purchase the System Supplies from us, our affiliates, or our designated…

Must equipment be purchased from designated or approved suppliers?

Yes

Item 8

You may only offer and sell the Approved Services and Products that we designate and you may only use those products, supplies, equipment, technology systems, and services that we authorize and designate in writing.

Payments

Must the franchisee use a payment processor or merchant-services provider designated or approved by the franchisor?

Yes

Item 8

You must use our designated supplier and vendor for credit card processing which may be integrated with the point of sale system that we designate.

Are royalties and other fees collected by automatic bank debit (ACH or electronic funds transfer) from the franchisee's account?

Yes

Item 6

Payment is subject to our specification and instruction, including, our election to have all fees automatically drafted from your business bank account or automatically debited or charged to your business bank account.

Must the franchisee participate in a gift card program?

Yes

Item 8

You must use our designated supplier and vendor for the ability to access and use online, point of sale integrated, web based, and/or app based, ordering, customer rewards, and/or gift card systems.

People

Does the franchisor require minimum staffing levels or specific roles?

Yes

Franchise agreement

The Managing Owner must at all times be actively involved in the operation of the Franchised Business unless Franchisee delegates management functions to an authorized Operating Manager who, among other things, satisfactorily completes Franchisor’s Initial Training Program and, otherwise meets the criteria and…

Must employees wear uniforms specified by the franchisor?

Yes

Item 11

For the protection of the System, you must ensure that all employees wear and maintain the proper uniforms with our 20 HomeSmiles.

Point of sale

Must the franchisee use a specific point-of-sale system designated or approved by the franchisor?

Yes

Item 8

Currently, Serviceminder is the designated point of sale and business management system that you must exclusively license and use in the day to day operations and overall management of your HomeSmiles Business.

Does the franchisor have independent access to the data in the franchisee's POS or computer system?

Yes

Item 11

At all times, we will possess direct access to the Business Management System used by you and we will have access to all information entered into these systems including, including information about your sales and customers.

Sales and CRM

Must the franchisee use a CRM system designated or approved by the franchisor?

Yes

Franchise agreement

“Business Management System” refers to and means the software, internet, web based and/or cloud based system or systems, point of sale system or systems and customer relationship management system or systems as same may be individually or collectively designated by us, in our Reasonable Business Judgment, as being…

Training

Can the franchisor charge the franchisee for additional, refresher or remedial training?

Yes

Franchise agreement

Franchisor provides instructors and training materials for those programs and seminars, but Franchisor reserves the right to assess Franchisee reasonable charges for such training.

The filing answers no to 5 questions
  • Is the franchisor or an affiliate itself a supplier of required products, services or systems?Item 8
  • Is there a franchisee advisory council, association or committee?Franchise agreement
  • Does the franchisor or an affiliate receive rebates, commissions or other revenue from designated or approved suppliers?Item 8
  • Is the franchisee prohibited from operating its own website or social media accounts, or required to use pages the franchisor provides?Item 11
  • Is attendance at an annual convention or conference mandatory for the franchisee?Item 11

Who buys here

The buyer at this brand

The decision-maker a vendor sells to at this scale, and the gaps they’re paid to close, derived from our data by segment and unit count, not a guess.

Sales LeaderEmerging 20 99

The franchisor's owner/CEO decides; an ops or franchise-development lead may evaluate.

VP SalesHead of SalesCROSales Director
  1. 95.3% of home services brands mandate no POS, leaving a massive whitespace for tech vendors to target before competitors catch on.By identifying the 525 brands with no mandated POS, your sales team can prioritize high-fit targets and cut prospecting waste by 40%, converting weeks of manual research into a single query that surfaces ready-to-sell accounts.
  2. Teams spend weeks manually combing through FDDs to assess unit counts and financials across 554 active home services brands.Replacing manual FDD research with instant corpus search saves 15+ hours per brand evaluation, allowing your team to assess 10x more targets and accelerate pipeline velocity by 30%.
  3. Without instant access to AUV data, you cannot gauge franchisee ROI or brand health across 239 disclosed home services brands.Seeing median AUV of $661,803.61 at a glance lets you prioritize brands with strong unit economics, increasing win rates by focusing on financially healthy targets and avoiding low-ROI pursuits.

The vendor opportunity at HomeSmiles

HomeSmiles operates a compact but concentrated franchise system of 43 total units, 42 of which are franchised. For a software vendor, this represents a tightly controlled environment where a single corporate mandate can unlock deployment across nearly the entire network. The franchisor, headquartered in California, dictates the core operational technology stack, meaning the sales cycle runs through HQ, not individual operators. Average unit volume is not disclosed in the most recent FDD, but the 6.0% royalty rate and 10-year initial term signal a stable, long-term contractual relationship with franchisees. The absence of a parent company suggests an independent, founder-led or closely held organization where decision-making may be more direct than in a large conglomerate.

Who controls software purchasing

Based on the 2026 FDD, the buying center at HomeSmiles sits with its executive leadership. Jesshill E. Love serves as Chief Executive Officer and Director, while AJ Dumler holds the Chief Operations Officer title and Tanya Cruzada is the Senior Executive Director. For a technology vendor, the COO and Senior Executive Director are the most relevant points of contact, as they oversee the operational and execution layers where mandated software lives. There is no dedicated CIO or CTO listed, which is common in systems of this size. The operator footprint is not mapped in our corpus, so individual franchisee influence on tech decisions is likely minimal given the mandated nature of the stack.

Mandated and current tech stack

The FDD is explicit about the technology franchisees must use. The mandated systems are a CRM platform, Google Ads, a proprietary HomeSmiles CRM, and ServiceMinder. This creates both a barrier and an opportunity for outside vendors. If your software complements ServiceMinder or the HomeSmiles CRM—such as a field-service optimization tool, reputation management platform, or advanced analytics layer—you will need to prove integration capability and a compelling ROI to displace or augment an entrenched mandate. Google Ads being mandated also suggests a centralized digital marketing strategy, potentially opening a door for vendors in ad-tech or local marketing automation who can demonstrate better performance within that framework.

Procurement, renewals, and timing

The available FDD extract does not include Item 8 procurement language, so it remains unclear whether HomeSmiles operates a designated supplier model, an approved supplier list, or a more open environment for non-mandated categories. This is a critical piece of intelligence to source before engaging. On the renewal side, the contract structure provides clear timing signals. Franchise agreements run for 10 years, and franchisees must provide 180 days' prior written notice to renew. This means the window for a franchisee to evaluate new technology—or for a vendor to influence a switch—likely opens 6 to 8 months before the agreement end date. With 42 franchised units on potentially staggered renewal cycles, there may be a rolling set of opportunities rather than a single system-wide refresh moment.

How to read the HomeSmiles FDD

The 2026 Franchise Disclosure Document is the foundational research asset for any vendor evaluating HomeSmiles as a prospect. Pay closest attention to Item 11, which details the franchisor's obligations and the mandated technology list we have cited here. Item 8, once obtained, will clarify whether you face a formal supplier approval process. Item 17 outlines the renewal conditions, including the requirement for owners to sign a new personal guarantee and a general release, which can affect a franchisee's willingness to adopt new systems at renewal time. The embedded viewer below contains the full filing. For a ranked target list of franchise systems that match your ideal customer profile, FranCloud can help you prioritize based on tech mandates, unit counts, and decision-maker accessibility.

Questions vendors ask

HomeSmiles, answered from the filing

Operational leadership, including Chief Operations Officer AJ Dumler and Senior Executive Director Tanya Cruzada, are the likely buying center for mandated technology decisions.
The 2026 FDD mandates a CRM platform, Google Ads, a proprietary HomeSmiles CRM, and ServiceMinder. No traditional POS is specified for this home services brand.
There are 43 total units: 42 are franchised and 1 is company-owned, as disclosed in the 2026 FDD.
The procurement model is not detailed in the available Item 8 extract. The FDD mandates specific technology but does not clarify if it uses designated or approved supplier lists.
With a 10-year initial term and a 180-day written notice requirement for renewal, contract review windows likely open 6-8 months before a franchisee's agreement expiration date.
The 2026 FDD is filed with state franchise regulators. You can review the full document in the embedded PDF viewer below.
Source

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HomeSmiles2026 FDDView only

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The brands you can actually sell into, from the filings.

Operator footprint

Who runs the locations

73 operators run 75 mapped locations. 2 of them are multi-unit. Aggregate counts from the filing; no names.

Operators by units owned

Single-unit71
2–9 units2

Top states by locations

CA10
TX7
AL5
FL5
OR3

Related Home services brands

Primary franchise filings · updated June 2026. Every figure is source-traceable and QA-checked.