Merry Maids

Merry Maids is a residential cleaning franchise founded in 1979 in Omaha, Nebraska, by Dallen Peterson and his family. The company began franchising in 1980. ServiceMaster acquired Merry Maids from the Petersons in 1988 and added it to a brand group that includes Amerispec, Furniture Medic, ServiceMaster Restore, and ServiceMaster Clean. Roark Capital Group acquired ServiceMaster Brands in 2020. ServiceMaster is headquartered in Memphis, TN, while Merry Maids franchising operations are based in Atlanta, GA.

Merry Maids has reported more than 400 locations in the United States, while other sources cite 480 to 485 U.S. locations and more than 525 independently owned and operated franchises across the United States and Canada. Broader reports cite more than 1,300 locations across North America and operations in 10 countries, while another source reports more than 1,100 franchises in 10 countries. In 2023, the brand reported 933 total units and 13 new units. Separate franchise data lists 110 total units, all franchised. Merry Maids serves more than 200,000 homes each month across 48 U.S. states plus D.C., and more than 120,000 homes in the United States and Canada, with more than 8,000 cleaning professionals. Its reported market share is 16.6% of the residential cleaning services franchise industry. That market was valued at USD 16.27 billion in 2025 and is projected to reach USD 35.84 billion by 2033, with a CAGR of 9.17% from 2025 to 2033.

The global residential cleaning services market is projected to grow at a CAGR of 6.5% from 2023 to 2030. It was valued at USD 16.27 billion in 2025 and is forecast to reach USD 35.84 billion by 2033. The U.S. Department of Commerce predicted that 80% of households would use housecleaning services by 2024, representing a 20% growth opportunity. The broader janitorial services market was USD 267.45 billion in 2023 and is expected to exceed USD 399.27 billion by 2033, with a CAGR of 4.09%. Its residential segment is projected to grow at a CAGR of 3.6% from 2022 to 2028.

Dual income households have represented the majority for at least two decades, including 66% of households with children. Nearly 30 million people are expected to turn 80 by 2032, supporting demand from seniors who choose to age in place. App based bookings accounted for approximately 40% of North American jobs in 2024. More than 50% of households paying higher fees selected premium or green cleaning options in 2024. Deep cleaning services grew by around 20% in 2024 and represented 35% of revenue for larger providers. Green products and HEPA grade equipment appeared in over 50% of premium service packages. Companies also continue to outsource cleaning because of affordability and administrative convenience, while hygiene and workplace well being remain market priorities.

The initial Merry Maids franchise fee typically ranges from $37,500 to $51,500, with territory size and market potential affecting the amount. Some sources cite a minimum fee of $50,000 and a veteran fee of $44,000. Separate franchise data lists a fee of $28,600. Reported total initial investment ranges include $89,600 to $125,023 and $94,480 to $144,425. Another source places the starting investment at $98,480, covering the franchise fee, training, software, office equipment, insurance, initial marketing, professional fees, and three months of additional operating funds. Separate franchise data gives a broader range of $30,000 to $512,000.

Liquid capital requirements range from $45,000 to $50,000, with some sources and the franchise data stating a minimum of $50,000. Net worth requirements are approximately $100,000, with other figures ranging from $100,000 to $150,000 and one source specifying $150,000. The royalty is 7% of gross sales, paid weekly or monthly. A technology fee of approximately $499 per month covers scheduling, routing, and customer management software. ServiceMaster Acceptance Company L.P., or SMAC, may finance up to 80% of the franchise fee for qualified applicants, and third party financing is also available. Discounts include 20% for honorably discharged veterans through VetFran, 10% for minority owned businesses with 51% ownership, 10% for women owned businesses with 51% ownership, and 15% for existing franchisees buying additional locations.

Merry Maids is designed for owner operators who manage employees rather than perform every cleaning task themselves. Daily responsibilities include hiring and supervising cleaning professionals, managing schedules, and maintaining customer satisfaction. The system promotes internal advancement, including branch managers who often begin as team members, and encourages a family like workplace culture. Initial training totals approximately 65 hours, including 10 days at the training facility in Memphis, TN. The program includes 64 classroom hours and 10 hours of on the job experience. It covers preparation, procedures, systems, training, marketing, sales, scheduling, and cleaning through manuals, videos, online modules, and practical work. New franchisees also complete 3 to 4 hours of pre academy online training.

Continuing support includes franchisee conventions or meetings, newsletters, and a toll free support line. A Business Development Consultant provides guidance on efficiency and growth, while field operations representatives offer practical advice. Marketing resources include national campaigns, local templates, a branded website, SEO guidance, social media support, and a centralized call center that routes leads to franchisees. Franchisees receive business management software for scheduling, customer relationship management, and billing, along with a digital learning system for team training. Support is also available for real estate, site selection, and construction. The model requires active owner involvement and is not designed for semi absentee ownership.

Many franchisees begin with revenue in the low hundreds of thousands and grow by adding cleaning teams and customers. By the end of 2017, the location had more than 100 regular clients.

In 2023, Merry Maids reported 933 total units and 13 new units. ServiceMaster acquired the brand in 1988, and Roark Capital Group acquired ServiceMaster Brands in 2020. During its 40 year history, Merry Maids has received the Women's Choice Award® since 2013 for America's Best for Home in Cleaning Services. Entrepreneur Magazine has ranked it number 1 in the Residential Cleaning category multiple times and included it on the Franchise 500® list, among its Top Residential Cleaning Companies, and on its America's Top Global franchise list. Forbes.com's Top 20 Franchises for the Buck and GI Jobs Magazine's Top Military Franchises have also recognized the brand. Fortune Magazine named ServiceMaster the Most Admired Outsourcing Company in 1999 and 2000.

Merry Maids focuses on residential clients and offers weekly, biweekly, and monthly cleaning, specific room cleaning, holiday cleaning, maid services, move in and move out cleaning, specialty cleaning, rental property and Airbnb cleaning, and apartment cleaning. Its system uses proprietary cleaning methods and environmentally responsible products. In 2013, the brand launched the Help Us Raise the Roof campaign for the American Heart Association and raised more than $100,000. Other stated advantages include brand recognition, ServiceMaster Brands and Roark Capital ownership, recurring revenue, training, marketing resources, and proprietary software.

The typical franchisee is self motivated, has strong management ability, and does not need prior cleaning industry experience. Owners manage staff, operations, and customer relationships rather than completing the physical cleaning work. Active involvement is required, so the model is unsuitable for semi absentee ownership. The agreement restricts Merry Maids from establishing another franchisee or allowing existing franchisees to solicit within the defined exclusive territory, subject to protected territory provisions. Markets with stable dual income households and rising disposable income may perform well. Specific opening timelines and agreement terms are not provided, although the system includes training, support, transfer procedures, resale considerations, and potential exit options.

Merry Maids has a Loan Activity Score of 78, rated Strong. The brand dates to 1979, operates with corporate backing from Roark Capital Group, and reports a 16.6% share of the residential cleaning sector. The industry is projected to reach USD 35.84 billion by 2033, with a CAGR of 9.17%.