# Two Maids franchise: cost, pay-for-performance model, Item 19 revenue and the independent option

> A Two Maids franchise is a residential cleaning business run under the Two Maids brand (formerly Two Maids & A Mop), owned by Home Franchise Concepts, a subsidiary of JM Family Enterprises. The franchisor posts a $59,950 initial franchise fee, a total investment of $93,440 to $149,890 and $51,000 in required liquid capital from its 2026 disclosure document. Its model pays cleaners partly on customer ratings.

Published 2026-11-06 by Broombook · Start your cleaning business · 11 min read  
Canonical page: https://broombook.com/guides/two-maids-franchise

## Key takeaways

- Two Maids posts a $59,950 initial franchise fee, a $93,440 to $149,890 total investment and $51,000 required liquid capital (2026 FDD).
- Entrepreneur lists a 5% to 6% royalty, a 2% ad royalty, a $650 per month technology fee, a 10-year term and 195 units growing 59.8%.
- Founded in 2003 in Pensacola, Florida, by Ron Holt; bought by Home Franchise Concepts (JM Family Enterprises) in September 2021; dropped “& A Mop” in 2023.
- Under the “Maid to Shine” program customers rate each cleaning and the ratings affect cleaner pay, which changes how you hire and manage.
- In our hypothetical 5-year example, the franchise path costs about $229,210 more in fees than running the same business independently.

## What is Two Maids and who owns it?

Two Maids is a residential cleaning franchise owned by Home Franchise Concepts (HFC), the franchising subsidiary of JM Family Enterprises, the Florida automotive group behind Southeast Toyota Distributors. JM Family says Two Maids was founded in 2003 in Pensacola, Florida, when Ron Holt bought a small cleaning business, that it joined Home Franchise Concepts in September 2021, and that in 2023 it dropped “& A Mop” from its name in a brand refresh ([JM Family: Two Maids celebrates 20 years](https://jmfamily.com/news/two-maids-celebrates-20-years-of-letting-life-shine/)).

Franchise Times reported the same timeline: HFC bought Two Maids in fall 2021, and the parent, backed by JM Family, had about 2,400 franchised territories across its brands, which include Budget Blinds, Kitchen Tune-Up and AdvantaClean ([Franchise Times](https://www.franchisetimes.com/franchise_news/two-maids-drops-mop-refreshes-brand-to-drive-sales/article_9d3bd298-9d8e-11ed-950b-07692e5963c9.html)). Entrepreneur’s directory lists Home Franchise Concepts as parent, Paul Ebert as president, franchising since 2013, 195 units with 59.8% growth, and a 2026 Franchise 500 rank of #212 ([Entrepreneur Franchise 500](https://www.entrepreneur.com/franchises/directory/two-maids/334414)).

What that means for you: a younger brand than Molly Maid or Merry Maids, growing fast, with a deep-pocketed corporate parent. Fast growth means many owners signed recently, so make sure you also talk to owners from before 2021 about what the acquisition changed.

## How does the Two Maids pay-for-performance model work?

Two Maids’ distinguishing feature is its “Maid to Shine” program: customers rate each cleaning, and those ratings directly affect what the cleaning team is paid. The franchisor says the result is consistently high-quality service, motivated employees and stronger customer loyalty, and that happier customers lead to higher earnings for the team ([Two Maids franchise](https://www.twomaidsfranchise.com/)).

How the rest of the model works, from the franchisor’s FAQ ([Two Maids franchise questions](https://www.twomaidsfranchise.com/franchise-questions)):

- **Territory.** A minimum of 50,000 households. It is protected, not exclusive: the franchisor will not place another Two Maids business in it and other franchisees may not operate there, but the FAQ states plainly that you will not receive an exclusive territory.
- **Timeline.** A discovery process of about 60 to 90 days before development rights are awarded, then 2 to 4 months from signing to opening, including training, office setup, marketing and hiring.
- **Semi-absentee ownership.** About half of current franchises are owned semi-absentee; the most successful of those owners dedicate 15 to 30 hours a week. Fully absentee ownership is not offered.
- **Talking to owners is required.** The franchisor says it will not award a franchise until the candidate has spoken to multiple franchisees.
- **Marketing.** Franchise Business Review’s listing says all advertising is digital and run by the Two Maids home office ([Franchise Business Review](https://franchisebusinessreview.com/franchise-reviews/two-maids/)).

Why the pay model matters to an owner: a rating-linked wage is a hiring pitch (good cleaners earn more) and a management tool (ratings tell you who to coach), but it also means your payroll and your retention depend on a scoring system set by the franchisor. Ask owners how cleaners react when a low rating is unfair, how disputes are handled, and how wage and hour law in your state treats variable pay. An independent owner can build a similar bonus on ratings without the system, but then has to design and defend it alone.

## How much does a Two Maids franchise cost?

The franchisor posts a $59,950 initial franchise fee, a total investment of $93,440 to $149,890 and $51,000 in required liquid capital, referring to its 2026 Franchise Disclosure Document ([Two Maids investment page](https://www.twomaidsfranchise.com/investment)). All figures read on October 28, 2026.

| Item | Figure | Source |
| --- | --- | --- |
| Initial franchise fee | $59,950 | [Franchisor investment page](https://www.twomaidsfranchise.com/investment) |
| Total investment | $93,440 to $149,890 (2026 FDD) | [Franchisor investment page](https://www.twomaidsfranchise.com/investment) and [Entrepreneur](https://www.entrepreneur.com/franchises/directory/two-maids/334414) |
| Required liquid capital | $51,000 | [Franchisor investment page](https://www.twomaidsfranchise.com/investment) |
| Net worth requirement | $200,000 | [Entrepreneur](https://www.entrepreneur.com/franchises/directory/two-maids/334414) |
| Royalty | 5% to 6% | [Entrepreneur](https://www.entrepreneur.com/franchises/directory/two-maids/334414) |
| Ad royalty | 2% | [Entrepreneur](https://www.entrepreneur.com/franchises/directory/two-maids/334414) |
| Technology fee | $650 per month | [Entrepreneur](https://www.entrepreneur.com/franchises/directory/two-maids/334414) |
| Term of agreement | 10 years | [Entrepreneur](https://www.entrepreneur.com/franchises/directory/two-maids/334414) |
| In-house financing | Up to $32,000 for qualified candidates | [Franchisor investment page](https://www.twomaidsfranchise.com/investment) |
| Veteran discount | 15% off the purchase price | [Franchisor investment page](https://www.twomaidsfranchise.com/investment) |

Notes on the numbers:

- **The fee is posted two ways.** The franchisor says $59,950; Entrepreneur’s directory says $19,950. The difference is large enough to matter, so get Item 5 and ask whether the fee depends on territory size or whether one source is out of date.
- **The $650 technology fee is the highest among the maid brands we checked,** about $7,800 a year. Ask exactly what it covers: scheduling software, the rating system, call handling, the website, or all of them.
- **“Low-cost” is relative.** $93,440 at the low end is the lowest minimum among the big maid brands, which is why the brand ranks #12 among Entrepreneur’s franchises for less than $100,000. It is still many times what a solo cleaner needs to start.
- **Financing.** The franchisor lists in-house financing, 401(k) rollovers, SBA loans, home equity loans and equity partners. In-house financing is a loan from the company you will also pay royalties to; read the terms.

For the same figures across six maid brands, see our guide to [cleaning franchise fees and royalties](https://broombook.com/guides/cleaning-franchise).

## What does Two Maids publish about franchisee revenue?

The franchise home page posts $1,085,621 in average gross revenue for 2025 locations open two years or more in “Quintile One”, the top 19 territories by gross revenue, citing Item 19 of the 2026 FDD ([Two Maids franchise](https://www.twomaidsfranchise.com/)). The FAQ adds that Item 19 contains real data from every location open at least two years, which the franchisor is not obliged to publish but chooses to ([Two Maids FAQ](https://www.twomaidsfranchise.com/franchise-questions)).

How to read it:

- **Top quintile means the top 20%.** With 19 territories in the top quintile, roughly 95 territories qualified; four fifths of them averaged less than $1,085,621. Ask for all five quintiles.
- **Open two years or more.** New locations are excluded, so the figure says nothing about year one or year two, which is when your cash is thinnest.
- **Gross revenue, not profit.** At a 6% royalty and 2% ad royalty, the top-quintile average pays about $86,850 a year to the franchisor before labor, and the rating-linked pay model sets part of that labor cost.

A full Item 19 that includes every mature location is more useful than most maid brands publish. Use it: find the median, find the bottom quintile, and ask owners at each level how many teams they run. The FTC rule requires a reasonable basis and written substantiation for the figures, available on request ([16 CFR 436.5(s)](https://www.ecfr.gov/current/title-16/chapter-I/subchapter-D/part-436)).

## Which FDD items should you read before signing?

The franchisor must furnish the disclosure document at least 14 calendar days before you sign a binding agreement or pay anything ([16 CFR 436.2](https://www.ecfr.gov/current/title-16/chapter-I/subchapter-D/part-436)). Two Maids’ own FAQ singles out Items 5, 6, 7, 8 and 19; we would add 12, 17, 20 and 21.

- **Items 5, 6 and 7.** The $59,950 fee, the royalty, ad royalty and $650 technology fee, and the table behind $93,440 to $149,890.
- **Item 8, restrictions on sources.** The franchisor’s FAQ itself warns that a franchisor may earn rebates from required vendors and that you are “stuck once the franchise agreement is executed.” Read which products, software and services you must buy and from whom.
- **Item 12, territory.** The 50,000-household minimum, how it is drawn, and what “protected” allows the franchisor to do (for example, serve your area through other channels).
- **Item 17, renewal, termination and transfer.** The exit terms over a 10-year agreement.
- **Item 19.** The full quintile table for all locations open two years or more.
- **Item 20.** Openings, closures and transfers by year. With 59.8% growth, most units are new; look at how many of the pre-2021 units are still open and under the same owner.
- **Item 21.** Audited financials of the franchising entity.

Have a franchise attorney and an accountant read the FDD and agreement with you. This guide is not legal or financial advice.

## What do public records and franchisee surveys show?

The most useful public record is Franchise Business Review’s franchisee satisfaction report, completed in April 2026: 92% of franchisees agree fellow franchisees are supportive of the brand, 88% agree they are supportive of each other, and 83% agree the franchisor acts with a high level of honesty and integrity ([Franchise Business Review: Two Maids](https://franchisebusinessreview.com/franchise-reviews/two-maids/)). FBR says it only displays brands that exceed its satisfaction benchmark, and that Two Maids shares its results publicly.

Other public records:

- **Ownership change.** The 2021 acquisition by Home Franchise Concepts and the 2023 name change are documented by JM Family and Franchise Times, cited above. Franchise Times reported that by the end of 2021 Two Maids had 93 units, the lowest count among the home cleaning brands on its Top 500 list.
- **Rankings.** Entrepreneur ranks Two Maids #212 in the 2026 Franchise 500, #12 for franchises under $100,000, #148 for multi-unit owners in 2026, and #110 for veterans in 2025 ([Entrepreneur](https://www.entrepreneur.com/franchises/directory/two-maids/334414)).
- **Litigation.** Our search of readable news and court records on October 28, 2026 found no reported lawsuit between the franchisor and its franchisees. Item 3 of the FDD is the authoritative list.
- **Employee reviews** of Two Maids locations are about individual franchisees and often about the rating-linked pay. They are worth reading to understand how cleaners experience the model, not as a judgment on the franchise.

## What should you ask current and former Two Maids owners?

The franchisor requires you to talk to multiple franchisees before it awards a territory. Go beyond the ones it suggests: use Item 20 and include owners who signed before the 2021 acquisition and owners who have left.

1. What did you pay as an initial fee, and how was it calculated for your territory?
2. What did you spend before your first profitable month, against the $93,440 to $149,890 range?
3. Which quintile of Item 19 are you in, and how many teams and vehicles does that take?
4. How does the rating-linked pay work day to day? What do your best and worst cleaners earn per hour, and how long do they stay?
5. What does the $650 technology fee cover, and what do you still pay for?
6. Where do new clients come from, given that marketing is digital and run by the home office? What do you add locally?
7. What changed after Home Franchise Concepts took over: fees, software, support staff, the name change?
8. If you are semi-absentee: how many hours a week, and what would go wrong if you stepped back further?
9. For former owners: why did you leave, and what did the exit cost?
10. Would you buy again at today’s price?

## Two Maids vs going independent: a 5-year example

In our hypothetical example, a Two Maids owner pays about $275,750 to the franchisor over five years, and an independent owner with the same revenue spends about $46,540 on software and matching marketing. The gap, about $229,210 or $45,842 a year, is what the brand, the rating system, the home-office marketing and the owner network must earn back.

Assumptions: both businesses reach the same revenue. We use the $59,950 fee, the top of Entrepreneur’s 5% to 6% royalty range, the 2% ad royalty and the $650 monthly technology fee. The independent owner pays for Broombook’s Pro plan at $39 a month and spends the same 2% of revenue on their own marketing. Check Item 6 for the exact base of each fee.

| Example year | Revenue (assumed) | Royalty at 6% | Ad royalty at 2% | Technology fee |
| --- | --- | --- | --- | --- |
| Year 1 | $200,000 | $12,000 | $4,000 | $7,800 |
| Year 2 | $350,000 | $21,000 | $7,000 | $7,800 |
| Year 3 | $480,000 | $28,800 | $9,600 | $7,800 |
| Year 4 | $560,000 | $33,600 | $11,200 | $7,800 |
| Year 5 | $620,000 | $37,200 | $12,400 | $7,800 |
| **5-year total** | **$2,210,000** | **$132,600** | **$44,200** | **$39,000** |

| Over five years (example) | Two Maids | Independent |
| --- | --- | --- |
| Initial franchise fee | $59,950 | $0 |
| Royalty | $132,600 | $0 |
| Marketing (ad royalty, or the independent’s own 2%) | $44,200 | $44,200 |
| Booking, scheduling and billing software | $39,000 (technology fee) | $2,340 |
| **Total** | **$275,750** | **$46,540** |

The franchise gives you a fast-growing brand, a protected 50,000-household territory, a tested pay model, digital marketing run for you, a corporate parent and a high franchisee satisfaction score. The independent path keeps every dollar above costs, lets you design your own bonus plan and prices, starts far below $93,440, and carries no 10-year commitment. A semi-absentee investor who wants a system may be well served; a working owner with cleaning experience may be paying $45,842 a year for things they could build.

An independent can get the booking, scheduling, reminder and billing side of the technology fee directly. Broombook gives an independent cleaning company online booking with instant prices, recurring scheduling, automatic reminders, a crew app with checklists, and card-on-file billing. It is free for an owner with up to 2 cleaners, or $39 a month on Pro for a bigger crew, with no credit card to start. It does not give you a brand, a territory or a rating-linked pay system. If you lean independent, start with [how to start a cleaning business](https://broombook.com/guides/how-to-start-a-cleaning-business) and run both paths through the [cleaning business profit calculator](https://broombook.com/tools/cleaning-business-profit-calculator).

## Frequently asked questions

### How much does a Two Maids franchise cost?

The franchisor posts a $59,950 initial franchise fee, a total investment of $93,440 to $149,890 and $51,000 in required liquid capital from its 2026 Franchise Disclosure Document. In-house financing of up to $32,000 is offered to qualified candidates, and veterans get 15% off.

### What royalty does Two Maids charge?

Entrepreneur’s directory lists a 5% to 6% royalty, a 2% ad royalty and a $650 per month technology fee on a 10-year agreement. The franchisor’s site does not post the royalty; Item 6 of the FDD has the schedule.

### Who owns Two Maids?

Home Franchise Concepts, a subsidiary of JM Family Enterprises, bought Two Maids & A Mop in September 2021. The brand dropped “& A Mop” in 2023. It was founded in 2003 in Pensacola, Florida, by Ron Holt.

### What is the Two Maids pay-for-performance model?

Under the “Maid to Shine” program, customers rate each cleaning and the ratings directly affect the cleaning team’s pay. The franchisor says it raises quality and retention; ask owners how cleaners experience it and how disputes over ratings are handled.

### How much do Two Maids franchise owners make?

The franchisor posts $1,085,621 in average gross revenue for 2025 locations open two years or more in the top quintile (the top 19 territories). That is gross revenue for the top 20%, not profit or a typical result. Item 19 of the FDD covers every location open at least two years.

### Can you run a Two Maids franchise semi-absentee?

Yes. The franchisor says about half of its franchises are semi-absentee and that the most successful of those owners spend 15 to 30 hours a week on the business. Fully absentee ownership is not offered.

### Is a Two Maids franchise worth it compared with starting independently?

It depends on what you bring. In our hypothetical 5-year example, the franchise costs about $229,210 more in fees than an independent business with the same revenue, so the brand, territory, pay model and support have to be worth about $45,842 a year to you.

## Sources

- [Two Maids: Franchise investment (checked October 28, 2026)](https://www.twomaidsfranchise.com/investment)
- [Two Maids: Franchise home page, Maid to Shine and Item 19 figure (checked October 28, 2026)](https://www.twomaidsfranchise.com/)
- [Two Maids: Franchise questions (checked October 28, 2026)](https://www.twomaidsfranchise.com/franchise-questions)
- [JM Family Enterprises: Two Maids celebrates 20 years (April 2023)](https://jmfamily.com/news/two-maids-celebrates-20-years-of-letting-life-shine/)
- [Franchise Times: Two Maids drops the mop, refreshes brand to drive sales](https://www.franchisetimes.com/franchise_news/two-maids-drops-mop-refreshes-brand-to-drive-sales/article_9d3bd298-9d8e-11ed-950b-07692e5963c9.html)
- [Entrepreneur Franchise 500: Two Maids franchise information](https://www.entrepreneur.com/franchises/directory/two-maids/334414)
- [Franchise Business Review: Two Maids franchisee satisfaction report (April 2026)](https://franchisebusinessreview.com/franchise-reviews/two-maids/)
- [eCFR: 16 CFR Part 436, Disclosure Requirements Concerning Franchising](https://www.ecfr.gov/current/title-16/chapter-I/subchapter-D/part-436)

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Broombook is scheduling, online booking and crew software for residential cleaning businesses. More guides for cleaning business owners: https://broombook.com/guides