Kelowna – Modern PURAIR® has seen a 43% increase in revenues over last year, and is establishing a strong market presence throughout the Thompson Okanagan. The air duct cleaning franchisor, which is franchising their new concept across Canada, is growing mostly in new markets.
“In the last three years, we grew steadily in greater Kelowna,” says Lane Martin, founder and COO of Modern PURAIR®. “But now with franchisees operating out of Kamloops, Vernon, Salmon Arm and Penticton, our sales are growing every month in these new cities, and we are spending very little money on advertising.”
Lane believes that his brand and concept are a strong marketing combination that bodes well with homeowners. “We have a clean, bold image of a mom and baby on the side of our brand new Sprinter and Express vans,” Lane says. “Homeowners are responding well to the emotional tug that this image portrays – they want clean indoor air for their families.”
Lane also believes that their exclusive vacuum system is a subtle selling feature, and a major reason that the company has seen a dramatic increase in referral business. “We used to have massive, ugly, commercial trucks that were like huge rolling vacuums, and we would drag hundreds of feet of eight inch hose through people’s homes,” Lane says. “It was loud, intrusive, and a lot more laborious.” Lane then came up with a simpler system that is trademarked by Modern PURAIR®. “The units fits neatly in the vans, and can be wheeled into people’s homes,” Lane says. “It’s a much quieter, faster job, and customers can see all of the gross stuff what we suck out of their home.”
The company claims that homes that have never had their air ducts cleaned have two to three inches of dust and other stuff in the air ducts. “Everything from dead rodents to hidden money and wedding rings,” Lane says. “We have even found stashes hidden by teenagers: pot, beer, and porn.”
After running a traditional HVAC cleaning company for years with his father, Don Martin, the father and son duo changed the name of the company in 2006 to Modern PURAIR®, and developed a franchise model. “We are closely watching and emulating 1-800-GOT-JUNK?. We believe that if you develop strong systems and an aggressive marketing strategy around a simple concept, that the potential for franchises across North America is enormous,” Lane says. “And nobody that we can find is franchising air duct cleaning in Canada.”
The Chilliwack franchise for Modern PURAIR® opens at the beginning of December, and the company has other offers in BC pending. Lane now has a $3,000 referral fee program in place for anyone who refers someone who opens a franchise. He expects to have twenty operating franchises by the end of 2009, with system-wide sales of $3million.