When it comes to cleaning service franchises, few names are as well-known as the ServiceMaster Clean Franchise. With decades of experience and a vast network, ServiceMaster Clean has long been a leader in commercial cleaning. In this post, we’ll explore the current state of the ServiceMaster Clean franchise (its size, history, franchisee benefits, and startup costs) and then compare it to a rising competitor – the Assett Commercial Cleaning Franchise. We’ll highlight how ServiceMaster’s large scale can limit new ownership opportunities, contrast corporate vs. family ownership, examine both franchises’ proven $1,000,000+ revenue potential, and dive into Assett’s unique automated hiring system that saves owners time and money.
Our goal is to give you a clear, organized comparison so you can make an informed decision. Let’s get started!
ServiceMaster Clean: A Legacy in Commercial Cleaning
History
ServiceMaster Clean’s roots date all the way back to 1929. It was founded by Marion E. Wade (a former minor league baseball player) as a moth-proofing company in Chicago. Over time, the company expanded its services; by the early 1950s, it had grown to include franchised carpet cleaning services.
In other words, ServiceMaster Clean has been franchising for well over half a century, building a strong reputation in the cleaning industry. This long history means new franchise owners join a brand with deep experience and name recognition.
Today
Today, ServiceMaster Clean is a major player in the cleaning service franchise industry. The franchise boasts hundreds of units across the country and beyond. In fact, as of 2024 ServiceMaster Clean had 949 franchise units worldwide according to entrepreneur.com, with more than 670 locations in North America alone. This extensive network serves over 75,000 homes and businesses every day.
Backed by its parent company ServiceMaster Brands, the system spans multiple brands generating over $3.6 billion in system-wide sales annually. For a prospective owner, this scale means you’re joining a well-established, reputable brand with a proven track record.
ServiceMaster Clean’s longevity and scale also translate into strong financial performance for franchisees. For example, top-performing ServiceMaster Clean franchises report average annual gross sales over $1.9 million for single-unit owners in the top quartile as of the time of writing this article.
These numbers showcase the $1,000,000+ revenue potential that a ServiceMaster Clean franchise can achieve with a successful operation. In other words, the business model has been proven to generate seven-figure revenues under the right conditions – a key attraction for entrepreneurs looking at ServiceMaster Clean Franchise opportunities.
Franchisee Support
One reason ServiceMaster Clean has thrived is the robust support it offers franchise owners. New franchisees aren’t left to figure things out alone; the company provides extensive training and ongoing support to help owners succeed. This starts with a comprehensive initial training program where you learn the systems, technology, and best practices of the business. Once your doors are open, ServiceMaster delivers continuous support through multiple channels – including regular franchisee newsletters, meetings and conventions, a toll-free support line, online tools, field operations consultants, proprietary software, and a franchisee intranet.
On the marketing side, ServiceMaster Clean coordinates national and regional advertising, provides ready-to-use ad templates, handles search engine optimization (SEO) and website development, and even runs email marketing and a customer loyalty program on behalf of franchisees.
]All these resources mean that as an owner you benefit from a big corporate team working behind the scenes – helping with branding, customer acquisition, and operational efficiency. In short, buying a ServiceMaster Clean franchise comes with a turnkey system and a support network that’s been finetuned over decades.
ServiceMaster Clean Franchise Startup Costs
What does it cost to launch a ServiceMaster Clean franchise? According to the Franchise Disclosure Document (FDD) and company website, the initial investment ranges from $89,775 to $131,200 for a new franchise at the time of this article (entrepreneur.com).
This includes everything needed to start operations. Below is a breakdown of typical startup costs:
| Expense | Low Estimate | High Estimate |
|---|---|---|
| Franchise Fee | $32,500 | $32,500 |
| Equipment and Supplies | $10,000 | $20,000 |
| Vehicle (optional/varies) | $3,975 | $5,500 |
| Technology System | $800 | $2,000 |
| Travel & Training Expenses | $2,500 | $7,000 |
| Insurance | $3,750 | $6,500 |
| Local Advertising (startup) | $500 | $1,500 |
| Initial Online Marketing Fund | $4,750 | $4,750 |
| Misc. Opening & Real Estate | $1,000 | $4,200 |
| Professional/Legal Fees | $5,000 | $15,000 |
| Additional Funds (3 months) | $25,000 | $32,250 |
| Total Estimated Investment | $89,775 | $131,200 |
(Source: ServiceMaster Clean Franchise FDD franchisedirect.com)
As shown above, the franchise fee is $32,500, and there are various other costs like equipment, initial marketing, insurance, and working capital that make up the rest of the investment. Notably, ServiceMaster Clean is often cited among “top franchises for less than $100K” because its low-end startup cost (around $90K) is relatively accessible.
Ongoing fees include a royalty of 4%–7% of gross sales (on a sliding scale) and a modest advertising fund fee of 0.5% (franchisedirect.com), which support the continued services and marketing you receive as part of the franchise network. Again these numbers are according to the date of this article.
Comparing the ServiceMaster Clean Franchise vs. Assett Franchise
ServiceMaster Clean clearly offers an established, reputable cleaning service franchise option in the commercial cleaning franchise world. However, how does it stack up against a newer competitor like Assett Commercial Services Franchise? Assett is a growing franchise brand that positions itself as a modern, robust alternative in the office cleaning segment. Below, we’ll compare a few key aspects:
Network Size & Ownership Opportunities
ServiceMaster Clean’s huge footprint can actually be a double-edged sword for new owners. On one hand, you’re joining a large network with brand recognition; on the other hand, the larger size can limit new ownership opportunities in many markets. With nearly 950 franchises already operating, many prime territories are likely taken. ServiceMaster even notes it does not grant exclusive territories in some cases (entrepreneur.com), meaning franchisees might overlap in certain areas.) By contrast, Assett is an emerging franchise – founded in 2019 and still expanding– so most territories are wide open for development. If you’re looking to break into a less saturated market, Assett’s smaller size could mean more room to grow and the ability to secure choice territories that a larger brand might not have available.
Corporate vs. Family-Owned Culture
Another big difference is the ownership structure. ServiceMaster Clean is part of a large corporate enterprise (ServiceMaster Brands) that owns multiple franchise chains. It has a more traditional corporate leadership hierarchy and a long legacy. Assett, on the other hand, is a family-owned and operated company. Being family-run often translates to a more personal touch in how the franchise system is managed. For example, Assett’s founder and CEO (Matt Pencarinha) takes an active role in training new franchisees directly. The culture in a family-owned franchise can feel more tight-knit, with potentially more individualized attention and quicker adaptation to franchisee feedback. ServiceMaster’s corporate structure certainly offers experience and stability, but prospective owners might appreciate Assett’s more entrepreneurial, close-knit approach that comes from a smaller, founder-led team.
Proven Million-Dollar Revenue Potential
Despite differences in age and size, both franchises have a proven model capable of producing $1,000,000+ in annual gross sales. We saw that ServiceMaster Clean’s top quartile owners approach nearly $2 million in sales– a clear indicator that the demand is there and the business model scales. Assett, though newer, emphasizes that it is “designed to be a large professional cleaning company,” not just a small operation. In fact, Assett’s young model has already proven to exceed $1,000,000 for franchise locations. We meaning have built and tested our business plan to reach seven-figure revenues as well. The bottom line: whichever franchise you choose, you are not limited to a tiny business – you can aim high. Both ServiceMaster Clean and Assett franchises have the potential for owners to build a million-dollar business over time, if you execute well and grow your client base. This is an important point for ambitious entrepreneurs.
Operational Innovation
One area where Assett really differentiates itself is operations – specifically, how it handles staffing. In the cleaning industry, hiring and retaining employees is notoriously one of the biggest challenges. ServiceMaster provides guidance to franchisees on hiring, but Assett has taken it a step further by building a proprietary automated hiring system into its franchise model. This system streamlines and automates the most time-consuming parts of recruiting, so that franchise owners don’t have to spend hours each week posting jobs, screening applicants, and scheduling interviews.
Why does this matter? Consider that a typical cleaning franchise owner can easily spend 20–30 hours per week on hiring tasks without such a system, or otherwise pay a full-time hiring manager (often tens of thousands of dollars in salary per year) to do it. Assett’s automated hiring system essentially saves owners that time and money by doing the heavy lifting for them.
This is a huge quality-of-life and efficiency boost. It means an Assett franchisee can focus more on ensuring quality service, building client relationships, and scaling the business – the things that drive growth – rather than being stuck in the day-to-day grind of filling janitorial positions. ServiceMaster Clean owners certainly can build successful teams, but Assett’s unique tech-driven approach gives their franchisees a real operational edge in staffing. In short, Assett has “solved” one of the biggest pain points in the cleaning business, allowing owners to enjoy a more flexible lifestyle and spend their time on high-value aspects of the business.
Why Assett is a Competitive Alternative
It’s clear that the ServiceMaster Clean Franchise is a time-tested, reputable brand in commercial cleaning – one that brings considerable benefits like brand recognition, a refined support system, and solid income potential. If you value joining an industry giant with decades of success, ServiceMaster Clean delivers that in spades. However, Assett Franchise emerges as a compelling alternative for those who want something a bit different. Assett offers many of the same advantages (proven high revenue potential, comprehensive training, marketing support) while also providing unique perks that a big legacy brand can’t always match:
- A family-owned, founder-led culture that prioritizes personal support and flexibility.
- Less saturation – more open territory and growth opportunity for new franchisees.
- Innovative systems like the automated hiring platform that save time and money, letting you focus on quality and growth.
In essence, Assett combines the fundamental strengths of top cleaning service franchises with fresh, forward-thinking ideas to improve the owner experience. It’s a newer player with a modern approach, aiming to match (or exceed) the success of established brands.
Conclusion: Choosing the Right Cleaning Service Franchise for You
Both ServiceMaster Clean and Assett Commercial Services are strong options in the commercial cleaning franchise arena. ServiceMaster Clean comes with an illustrious reputation and a well-oiled franchise machine behind it – you really can’t go wrong with this respected brand if it fits your goals. At the same time, the Assett Franchise is carving out its place by addressing the challenges of the industry in clever ways and offering a more innovative franchising experience.
Your decision may come down to what you value more: the comfort of a large, established network or the agility and innovation of a growing franchise. Either way, you’re looking at business models with proven demand (every business needs cleaning!) and the potential to hit that million-dollar mark in revenue.
If Assett’s vision of an automated, scalable cleaning business excites you, it’s definitely worth a closer look. ServiceMaster is a great brand, but Assett is showing that it can stand toe-to-toe as a competitive alternative – one with some distinct advantages for today’s entrepreneurs. Don’t hesitate to reach out to the Assett Franchise team to learn more
They can help you understand how their system works in detail and whether it’s the right fit for your business aspirations.
Ready to explore your options? Both franchises have a lot to offer. By doing your homework and engaging with the franchise teams, you’ll be well on your way to owning a thriving commercial cleaning business. Good luck on your franchising journey!
