With their distinctive uniforms and promise to “relieve the stress of housework,” Merry Maids has been America’s leading residential cleaning franchise for over four decades. What began as a simple family business in Omaha, Nebraska has evolved into the largest home cleaning franchise network in the United States, serving over 200,000 homes monthly across 48 states.

For entrepreneurs seeking entry into the recession-resistant home services industry, Merry Maids offers a proven business model backed by decades of experience and the resources of ServiceMaster Brands. The residential cleaning market continues to expand as busy dual-income households increasingly outsource housework to trusted professionals.

This comprehensive analysis examines everything a prospective franchisee needs to know: the complete investment breakdown, ongoing fees, operational model, franchisee support system, keys to success, and how Merry Maids compares to other cleaning franchises in today’s competitive marketplace.

Expansion and Milestones

Merry Maids’ journey from local startup to national powerhouse demonstrates sustained growth and strategic evolution:

1979: Founded by entrepreneur Dallen Peterson in Omaha, Nebraska as a family-run residential cleaning service.
1980: Began franchising operations just one year after founding, recognizing the scalability of their cleaning model.
1988: Major milestone—acquired by ServiceMaster, providing access to extensive corporate infrastructure and resources.
2020: ServiceMaster Brands acquired by Roark Capital Group, further strengthening the parent company’s position in home services.
Present Day: The franchise network includes 480-485 locations across the United States, making it the largest residential cleaning franchise in America. Merry Maids now employs over 8,000 cleaning professionals and maintains international operations in Canada, the United Kingdom, and Ireland.

What Does a Merry Maids Franchise Cost?

The initial investment to launch a Merry Maids franchise ranges from $89,600 to $125,000. This positions it as a moderately priced franchise opportunity in the home services sector, particularly attractive because no expensive retail storefront is required. Most franchisees operate from a small office or light industrial space where they can manage staff, store supplies, and park branded vehicles.

Initial Investment Breakdown

Initial Franchise Fee: Ranges from $37,500 to $51,500, typically varying by territory size and market potential. Smaller markets generally have lower fees around $37,500, while larger metropolitan territories can reach $51,500.
Equipment & Vehicles: A significant portion covers branded vehicles (usually vans or cars with company wrapping), professional cleaning equipment, uniforms, and initial supply inventory of cleaning products and materials.
Office Setup: Modest costs for establishing a small office space, basic furniture, computers, and communication systems for managing operations and staff.
Working Capital: Several months of operating expenses to sustain the business during the initial ramp-up period, covering payroll, insurance, fuel, and other operational costs.

To qualify, candidates must have a minimum of $45,000-$50,000 in liquid capital and a net worth of approximately $100,000. Merry Maids offers financing assistance through ServiceMaster Acceptance Company L.P. (SMAC), which can finance up to 80% of the franchise fee for qualified applicants.

Ongoing Fees & Royalties

Merry Maids uses a percentage-based fee structure tied to gross revenue:

Royalty Fee: 7% of gross sales, paid weekly or monthly based on actual revenue generated.
National Advertising Fund: 1% to 1.3% of gross sales, contributing to national marketing campaigns, brand development, and the 1-800-MERRYMAIDS call center that routes leads directly to franchisees.
Technology Fee: Approximately $499 per month for access to proprietary scheduling, routing, and customer management software systems.

How Much Do Merry Maids Franchisees Make?

According to Merry Maids’ Franchise Disclosure Document (FDD), the business model demonstrates solid revenue potential with opportunities for growth and scalability.

Revenue Performance

Average Annual Revenue: The average gross sales across all Merry Maids franchisees is approximately $256,865 per year. However, this average includes newer locations still building their customer base.
Top Performers: Some established franchises generate $1-2 million in annual sales in strong markets or with multiple territories. The top 10% of multi-unit owners averaged over $3.2 million in gross sales across their combined operations.
Growth Potential: Many franchisees start with revenues in the low hundreds of thousands and scale up by adding more cleaning teams and expanding their customer base over time.

Profitability Factors

Recurring Revenue Model: The core strength lies in recurring weekly, bi-weekly, or monthly cleaning services. This creates predictable cash flow with high customer retention rates.
Industry Margins: Residential cleaning businesses typically achieve net profit margins of 10-20%. Well-managed Merry Maids franchises often fall within this range.
Owner Income: Most franchisees earn between $35,000 to $100,000 annually, depending on location, market demand, and operational efficiency. Owners in larger markets or with multiple territories often exceed this range.
Labor Costs: The largest expense category is labor, typically accounting for 40-50% of revenue. Efficient scheduling and route optimization are critical for maintaining healthy margins.

Financial Example

Consider a typical Merry Maids franchise in a medium-sized market:

Annual Gross Revenue: $300,000
Royalty & Marketing Fees (8.3%): $24,900
Labor Costs (50%): $150,000
Other Operating Expenses: $90,000 (office, insurance, supplies, vehicles, local marketing)
Estimated Net Profit: $35,100 (approximately 12% margin)

The Business Model: Operations Overview

Merry Maids operates as a mobile service business with relatively low overhead compared to retail franchises.

Daily Operations

Service Delivery: Teams of 2-4 trained cleaning professionals travel to customer homes using branded vehicles. Most services are performed when customers are not home, with detailed service reports left behind and often emailed to clients.

Scheduling & Routing: Franchisees use proprietary software to optimize daily routes, maximizing efficiency and minimizing travel time between appointments. This technology integration is crucial for profitability.

Customer Management: The business benefits from Merry Maids’ national 1-800-MERRYMAIDS call center, which handles initial customer inquiries and routes qualified leads to the appropriate local franchise. This system ensures no potential customers are missed.

Service Offerings

Routine Cleaning: Weekly, bi-weekly, or monthly recurring services covering all standard household cleaning tasks
Deep Cleaning: Intensive one-time services for spring cleaning, move-ins, or special occasions
Move-In/Move-Out Cleaning: Specialized services for real estate transitions
Specialty Services: Some locations offer additional services like rental property cleaning for Airbnb hosts or post-construction cleanup

Training & Support

Merry Maids provides comprehensive support designed to help franchisees succeed regardless of prior cleaning industry experience:

Initial Training: 65 hours of classroom instruction plus 10 days of hands-on training at the company’s training facility, covering cleaning techniques, staff management, customer service, and business systems.
Ongoing Education: Regular webinars, updated training modules, and access to ServiceMaster’s broader educational resources keep franchisees current with industry best practices.
Technology Systems: Proprietary software for scheduling, customer management, billing, and route optimization streamlines operations and reduces administrative burden.
Marketing Support: Professional marketing materials, grand opening support, and participation in national advertising campaigns that build brand recognition.
Field Support: Dedicated franchise business consultants provide ongoing operational guidance and performance benchmarking.

Keys to Success as a Merry Maids Franchisee

Analysis of top-performing locations reveals several critical success factors:

Staff Management Excellence: The cleaning industry has high turnover rates, making recruitment, training, and retention of quality employees absolutely essential. Successful franchisees develop strong HR systems and competitive compensation packages.

Customer Service Focus: Home cleaning is an intimate service requiring trust and reliability. Top performers train their teams extensively on customer interaction, attention to detail, and problem resolution. High customer retention rates directly impact profitability.

Efficient Operations: Route optimization, scheduling efficiency, and supply management separate profitable operations from struggling ones. Using technology effectively to minimize drive time and maximize billable hours is crucial.

Local Marketing Engagement: While Merry Maids provides national brand recognition, successful franchisees actively engage in local community marketing, referral programs, and digital marketing to build their customer base.

Quality Control Systems: Implementing consistent quality standards and regular performance reviews ensures customer satisfaction and reduces callbacks or service complaints.

Financial Management: Understanding the seasonal patterns of the business and managing cash flow effectively, especially during slower winter months in some regions.

Merry Maids vs. The Competition

The residential cleaning franchise market features several established competitors, each with distinct positioning and value propositions.

Brand	Franchise Model	Initial Investment	Ongoing Fees	Units (U.S.)	Key Differentiators
Merry Maids	Mobile service, part of ServiceMaster Brands.	$90K–$125K	7% royalty, 1-1.3% marketing, $499 tech fee	~485	Largest network; 40+ year track record; national call center; ServiceMaster backing.
The Maids	Team-based cleaning, part of Authority Brands.	$95K–$150K	6.9% royalty, 2% ad fund	~200	Team cleaning system; color-coded supplies; focus on health-conscious cleaning.
Molly Maid	Part of Neighborly (same parent as Mosquito Joe).	$90K–$130K	7% royalty, 2% marketing	~400+	Neighborly ecosystem; cross-promotional opportunities; established brand recognition.
Two Maids	Newer model with tech focus.	$80K–$120K	6-7% royalty, 2% marketing	~100	Technology-forward; customer app; lower investment entry point.
Jan-Pro	Commercial and residential cleaning.	$3K–$50K	8-10% royalty	10,000+	Low investment; master franchise model; commercial focus with residential add-on.

Competitive Analysis

Merry Maids’ primary competitive advantages include:

Scale and Stability: As the largest residential cleaning franchise with nearly 500 locations, Merry Maids offers proven systems, extensive support infrastructure, and significant buying power for supplies and equipment.

ServiceMaster Backing: Being part of ServiceMaster Brands provides access to resources, expertise, and financial stability that smaller franchise systems cannot match. This corporate support is particularly valuable during economic downturns.

National Call Center: The 1-800-MERRYMAIDS system provides a significant competitive advantage, ensuring franchisees capture leads 24/7 and present a professional first impression to potential customers.

Established Brand Recognition: Four decades of national marketing have built strong brand awareness, giving franchisees a head start over independent cleaning services.

However, franchisees should consider that Merry Maids’ 7% royalty rate is competitive but not the lowest in the market, and the additional technology fee adds to ongoing costs. The key is ensuring the support and systems justify these expenses through improved operational efficiency and revenue generation.

Final Verdict: Is a Merry Maids Franchise a Good Investment?

Merry Maids represents a solid opportunity to enter the growing residential cleaning market with a proven business model and established brand recognition. The franchise offers several compelling advantages: reasonable startup costs, comprehensive training and support, recurring revenue potential, and participation in a recession-resistant industry.

The business model is straightforward and scalable, making it accessible to entrepreneurs without prior cleaning industry experience. The ServiceMaster backing provides stability and resources that many competitors cannot match, while the national call center system offers a significant operational advantage.

However, prospective franchisees must carefully consider the ongoing fee structure (7% royalty plus additional fees totaling over 9% of gross revenue), the labor-intensive nature of the business, and the need for strong local marketing efforts to build market share in competitive territories.

The ideal Merry Maids franchisee is a hands-on business owner who enjoys managing people and operations, has strong customer service instincts, and is committed to building a local presence in their community. Success requires active involvement in day-to-day operations, at least initially, and a willingness to follow the proven Merry Maids system while adapting to local market conditions.

For entrepreneurs who fit this profile and are prepared to invest the time and energy required to build a service business, Merry Maids offers a pathway to business ownership in a stable, growing industry with the backing of one of the most established names in residential cleaning.

Disclaimer: The information presented in this analysis is based on research conducted from publicly available sources as of August 2025. While we strive for accuracy, LeadTruffle does not guarantee the completeness or correctness of the data. This article is for informational purposes only, and potential franchisees should conduct their own thorough due diligence, including a detailed review of the Franchise Disclosure Document (FDD), before making any investment decisions.

Merry Maids Franchise Review 2025: Costs, Fees & Is It Worth It?