Franchisee Profile: Doug Coyle, Owner of House Doctors Andover, MA

Location: Andover, MA

Q: Before franchising with House Doctors, what were you involved with?
A: Before getting involved with House Doctors, I worked as a sales manager at an auto dealership. After twenty years in the car business, I got a little tired of it and started looking for an opportunity to own my own business. I had experience in the franchising industry from owning a Ski-Doo Snowmobile franchise, so I decided to start looking for a new venture there.

Q: What attracted you to House Doctors?
A: Not many people have a service like House Doctor, but it’s one I think a lot of people need. House Doctors’ highly professional approach to handyman service is uncommon in the industry and made it stand out as a brand. Being on time or communicating with clients when that’s not possible, those small things done right build a very professional image.

Q: Why was House Doctors the right business opportunity for you?
A: House Doctors provided a prefabricated business venture that was exactly what I was looking for. The members from corporate I met with were very down to earth and willing to work with you. That, in addition to reasonable franchising fees and royalties, made House Doctors very attractive.

Q: How do you connect with the local community?
A: I’m a member of the local chamber of commerce. I also sponsor high school silent auctions and sports teams. Most of my business comes from young parents, so I try to help out with community events benefiting kids.

Q: What are some of your recent accomplishments?
A: Last year our location was named one of the top 10 House Doctors franchises in the nation. This year is set to be our best yet for sales.

House Doctors Brand Manager Wins National Creative Award for Talents

Just this month we have the pleasure of celebrating not only our growth (signing three new franchisees within two weeks), but we also get to celebrate the accomplishments of our Brand Manager, Michelle Southworth.

Michelle has just won a national award for her creative talents in a competition to seek out the next design for Marshall’s 2010 football t-shirt. That’s not the only place that Michelle’s graphic design talents are utilized. Michelle is the creative brains behind all marketing and advertising collateral for House Doctors.

In a Q&A with Michelle she gives an inside glimpse into the insights behind the creative.

When did you start with House Doctors?

I started in July 2007.

What is the strategy behind House Doctors creative?

The strategy behind all of our creative is to appeal to our target audience. All of the House Doctors creative is very much focused toward the woman of the household. We like to use imagery that is appealing to women, and also portrays a feeling of trust. People are ultimately calling House Doctors and inviting them into their homes; this in itself requires a certain amount of trust. We want someone to be able to look at a House Doctors advertisement or website and feel comfortable with our brand and service before they even pick up the phone to call.

Have you ever given the House Doctors brand a creative refresh? If so, when and why?

When I started with House Doctors, we were in the process of launching a new logo. During this transition, my main responsibility was to re-create all of the marketing collateral with the new logo, and create a new brand image. In the past 3 years, that image has evolved, and will continue to evolve in efforts to keep our brand image relevant and appealing to our target audience.

What messages do you want to convey in the creative?

The most important message that we want to convey in our marketing pieces for House Doctors is creating a professional brand image that our customers will trust. In the professional handyman industry, there are a lot of people who will operate the business on their own who are not certified and do not provide professional service. Our franchisees for House Doctors provide licensed and insured employees. Creating a professional image really helps set us apart from our competition who cannot provide the same quality service as we can.