Two Maids franchise unit economics
Two Maids franchisees sell recurring house cleans from a small office into a territory measured in households. Territories with several times the households bill only 31% more, and gross profit holds between 51% and 53% at every revenue level. The whole distribution is a count of cleans, so the lever is calendar density.
- Primary source
- Two Maids, 2026 Franchise Disclosure Document
- Items read
- Item 7 for cost to open; Item 19 for sales and any profit figure
- Population
- 94 of 184 locations
- Our calculations
- Marked on the page with an asterisk. Method
- Last reviewed
- 26 September 2026
Disclosure-based. Not a forecast, not an offer to sell a franchise, and not advice.
Across 94 territories, household count settles an old question. Territories holding 281,301 to 951,543 households average $584,302; those holding 62,525 to 103,601 average $445,772. Several times the ground, 31% more revenue.
- The largest-household quintile bills 31% more than the smallest on at least 2.7 times the households.$584,302 against $445,772, and the second household quintile out-bills the first at $635,447.
- Gross profit holds between 51% and 53% across all five revenue quintiles.On revenue from $229,897 to $1,085,621, 4.7 times.
- The mature minimum fees is $61,800 a year per territory.26.9% of the bottom quintile's revenue and 11.4% of the first's *.
- The top quintile converts 29 new customers a month and the bottom converts 12.209 web leads at 14% against 105 at 11% *.
- Multi-unit franchisees bill $528,773 per territory against a system average of $543,346.24 owners across 65 territories *, scale adds zero per piece of ground.
How much does a Two Maids franchise make?
The average Two Maids unit reported $543,346 of revenue in the 2026 FDD. The brand’s disclosure document discloses revenue and not profit, so what an owner keeps depends on the cost structure set out below. Fees come off the top first, at about 15% of sales across royalty, brand fund and the rest of the stack. Revenue is not income. Rent, wages, cost of goods and the franchise fees all come out before an owner is paid. The figures for the highest-selling and lowest-selling businesses are below.
Top performers
What separates the top Two Maids performers
Two Maids splits its locations into groups instead of publishing one average. The best group averaged $1,085,621 a year. The worst averaged $229,897. Both run the same brand, on the same agreement, paying the same fees.
Decided before you open
- Trade area and site.A 4.7× gap between bands is not an operating gap. Catchment, daytime population and what sits next door set the ceiling before the first customer arrives.
- Territory, and how much of it is real.This model sells from a territory rather than a building, quoted at 951,543 households. Two owners with the same brand and different ground are running different businesses, and density decides how much driving sits between jobs.
- What you spend to open.Opening costs $93,440 to $149,890, a 1.6× range inside one brand. The high end usually buys more capacity, so the cheapest build is not always the cheapest route to the top band.
Live operating levers
- Cost of what you sell.Products and materials take 48.0% of sales. Buying terms, price discipline and waste are where this is won, and each of them compounds at volume.
- Recurring cleans, the operating driver.This model bills on recurring cleans. The owner works on how many cleans happen each week, how many customers are still there in six months, and how tightly the route is packed. It is worth watching every week, because by the time it turns up in a monthly close the quarter is half gone.
- Fees, and where the minimum bites.Fees run about 15.0% of sales. A minimum sits underneath the percentage, so the low-volume location pays the higher effective rate. The brand charges the weakest locations the most. Work out the sales level where the percentage overtakes the minimum and know which side of it you are on, because the answer changes what an extra dollar of sales is worth.
- The first year.This filing shows how a new location builds up, so the ramp can be underwritten from the document rather than assumed. Read two things out of it: the month sales cross the point where costs are covered, and how much cash you fund before that month arrives. Everything before break-even is paid for by you.
Context you underwrite around
- The reporting screen.94 of 184 locations are behind these figures. Locations open less than the full year, brand-owned, or not meeting the reporting criteria are excluded, so the numbers describe locations that cleared that screen, not the system as a whole.
- What the disclosure leaves out.Item 19 publishes no profit or cost data for franchised locations, no median, no attainment figure. Anything below the sales line has to come from the franchisor or from owners you call.
Fees and what it costs to open
$61,800 before the rate applies.
| quintile | Sales | Royalty | National advertising fund | Local advertising program | Technology | Total | Share |
|---|---|---|---|---|---|---|---|
| First | $1,085,621 | $64,277 | $21,712 | $30,000 | $7,800 | $123,789 | 11.4% |
| Second | $594,532 | $35,672 | $11,891 | $30,000 | $7,800 | $85,363 | 14.4% |
| All 94 average | $543,346 | $32,601 | $10,867 | $30,000 | $7,800 | $81,268 | 15.0% |
| Third | $457,030 | $27,422 | $9,141 | $30,000 | $7,800 | $74,363 | 16.3% |
| Fourth | $333,154 | $19,989 | $6,663 | $30,000 | $7,800 | $64,452 | 19.3% |
| Fifth | $229,897 | $18,000 | $6,000 | $30,000 | $7,800 | $61,800 | 26.9% |
| Lowest-selling reporting territory | $36,919 | $18,000 | $6,000 | $30,000 | $7,800 | $61,800 | 167.4% |
Ours, built from the published rates applied to filed revenue.
The minimum is $61,800 a year per territory once mature. $18,000 of minimum royalty, $6,000 of minimum advertising fund, $30,000 of local advertising program and $7,800 of technology *. Below roughly $300,000 of revenue that minimum is the whole fee bill. It takes 26.9% of the bottom quintile's revenue.
The obligation runs 11.4% at the top and 26.9% at the bottom. A 15.5-point swing driven by two fixed components. At the bottom quintile's 52% gross profit, $61,800 is more than half of what the trade produces. The office, the manager and the owner are all still unpaid.
The local advertising program is $30,000 a year and the franchisor directs it. $2,500 a month spent on media the franchisor or its designee chooses. A management fee of the greater of $300 or 10% of the spend retained on top. Read against the lead figures, 105 to 209 a month, that budget is the difference between the quintiles more than anything an owner can price.
Crossing $83,300 in a month drops the marginal royalty to 5.0%. Roughly $1,000,000 a year. Only the top quintile clears it on average. That is why its effective rate is 5.92% against a flat 6.00% everywhere below.
What it costs to open a territory.
| Item | Low | High |
|---|---|---|
| Initial territory fee | $40,000 | $40,000 |
| Initial franchise fee | $19,950 | $19,950 |
| Additional funds, three months | $10,000 | $40,000 |
| Local advertising start-up program | $9,000 | $9,000 |
| Leasehold improvement and decorating | $4,000 | $10,000 |
| Fixtures, furnishings, equipment and computers | $2,500 | $9,800 |
| Lease, utility and security deposit | $2,500 | $7,500 |
| Insurance | $2,500 | $4,000 |
| Legal and accounting | $0 | $2,500 |
| Initial training expenses | $750 | $2,250 |
| Opening inventory | $1,000 | $2,000 |
| Signage | $250 | $1,500 |
| Uniforms | $750 | $750 |
| Business licenses | $100 | $500 |
| Telephone and communication system | $140 | $140 |
| Total | $93,440 | $149,890 |
As the brand reported it, reordered here by size.
$59,950 of the low column goes to the franchisor at signing. The $40,000 territory fee plus the $19,950 franchise fee, 64% of a $93,440 build *. It buys the larger of the two territories, and ground accounts for 31% of the outcome.
The build is 0.17 to 0.28 times the system average revenue. $93,440 to $149,890 against $543,346 *. One of the lighter entries in this library, because the model needs an office, a few computers and cleaning kit.
Cash to run the business day to day of $10,000 to $40,000 covers three months. Against a minimum fee that reaches $5,150 a month once the minimums bite, and labor that runs 43% to 47% of revenue from the first clean. The 12-to-24-month group's $302,267 suggests the first year lands well below that. So the higher end of the range is the safer read.
The five groups, ranked by sales
Same margin, five times the revenue.
| quintile | Territories | Average sales | Direct labor | Cleaning materials | gross profit | Cleans a week * |
|---|---|---|---|---|---|---|
| First | 19 | $1,085,621 | $508,133 | $19,755 | 51% | 100 |
| Second | 19 | $594,532 | $254,990 | $22,471 | 53% | 59 |
| Third | 19 | $457,030 | $207,517 | $13,202 | 52% | 45 |
| Fourth | 19 | $333,154 | $150,839 | $6,825 | 53% | 32 |
| Fifth | 18 | $229,897 | $107,487 | $3,785 | 52% | 22 |
| All 94 | 94 | $543,346 * | n/a | n/a | n/a | 52 |
| Open 12 to 24 months | 10 | $302,267 | $128,979 | $10,289 | 54% | 30 |
| Multi-unit owners, per franchisee | 24 owners, 65 territories | $1,432,094 | $656,696 | $38,871 | 51% | n/a |
Dollar figures and shares kept are as the brand reported it; the all-94 average and the cleans-a-week column are marked *.
Gross profit sits between 51% and 53% at every revenue level. On revenue from $229,897 to $1,085,621, 4.7 times. A cleaning business prices the clean and pays the cleaner the same way at any size. So the trade travels unchanged and what separates the quintiles is purely how many cleans get done.
The top quintile runs about 100 cleans a week and the bottom 22. *, at each quintile's own ticket. That is the operating unit of this business. Roughly 20 cleans a day at the top against four or five at the bottom, with the same margin on each one.
Direct labor takes 42.9% to 46.8% of revenue; materials take 1.6% to 3.8%. *. Cleaning supplies barely register. This is a labor business with a consumables line attached. The second quintile's 42.9% labor share is the lowest in the table on revenue well below the top group's.
A business open 12 to 24 months already runs a 54% gross profit at $302,267. Above every mature quintile. The first clean already covers its costs. Sales build up from there. That reframes the first two years: the question is lead flow.
Attainment sits near 50% in four of the five quintiles. 37%, 47%, 53%, 53% and 72% reach their own group average. The top quintile is the outlier at 37%, stretched by a high of $1,831,970 against a low of $737,305. So the top group is carried by a handful of very large territories.
Households
Ground buys very little.
| quintile by households | Territories | Household range | Average sales | Median | Lowest | Highest |
|---|---|---|---|---|---|---|
| First | 19 | 281,301 – 951,543 | $584,302 | $534,248 | $150,042 | $1,230,192 |
| Second | 19 | 201,783 – 280,748 | $635,447 | $569,804 | $253,414 | $1,438,272 |
| Third | 19 | 149,228 – 198,619 | $543,672 | $384,240 | $36,919 | $1,831,970 |
| Fourth | 19 | 105,734 – 139,021 | $502,402 | $423,894 | $209,621 | $1,672,266 |
| Fifth | 18 | 62,525 – 103,601 | $445,772 | $388,970 | $143,838 | $1,259,962 |
As the brand reported it.
The second household quintile out-bills the first. $635,447 against $584,302, on territories holding 201,783 to 280,748 households against 281,301 to 951,543. More ground produced less revenue, which is as clear a statement as a filing ever makes that territory size is the wrong thing to negotiate hardest over.
From smallest to largest, the range is 31%. $445,772 to $584,302 across a household range that runs from 62,525 to 951,543, at least 2.7 times between the group edges and fifteen times at the extremes. Household count accounts for a sliver of the outcome; everything else is execution.
Every household quintile contains a seven-figure territory. Highs of $1,230,192, $1,438,272, $1,831,970, $1,672,266 and $1,259,962. The system's single best performer sits in the middle household quintile. So does its worst at $36,919, the same ground producing a fiftyfold difference.
The smallest-household quintile's median is $388,970. Against $534,248 in the largest. So the median does move with ground, by 37%, while the averages move by 31%, a consistent but small effect that an owner should price.
Leads and job value
Leads in, cleans out.
| quintile | Web leads a month | Lead conversion | New customers a month * | Recurring share of revenue | Recurring ticket | Single-visit ticket | All-customer ticket |
|---|---|---|---|---|---|---|---|
| First | 209 | 14% | 29 | 82% | $187 | $336 | $210 |
| Second | 147 | 13% | 19 | 83% | $173 | $318 | $193 |
| Third | 146 | 13% | 19 | 81% | $176 | $309 | $197 |
| Fourth | 138 | 13% | 18 | 77% | $175 | $321 | $202 |
| Fifth | 105 | 11% | 12 | 78% | $173 | $312 | $198 |
| Open 12 to 24 months | 159 | 13% | 21 | 74% | $184 | $325 | $213 |
Every published figure is as the brand reported it, taking the average column of each chart; the new-customers column is marked *, multiplying leads by conversion.
The top quintile converts 29 new customers a month and the fifth converts 12. *. Two thirds of that gap is lead volume, 209 against 105, and a third is conversion, 14% against 11%. Both are bought with the same fixed $2,500 a month of marketing.
Ticket price runs $193 to $210 across the quintiles. An 8.8% group. Recurring cleans run $173 to $187 and single visits $309 to $336 in every group. So pricing power is effectively identical across the system, and the revenue gap is volume alone.
A single visit costs 1.8 times a recurring clean. $336 against $187 at the top quintile. Yet recurring customers produce 77% to 83% of revenue everywhere. Is the trade this model makes: half the price per visit for a customer who books again without another lead.
The 12-to-24-month group runs 159 leads a month at 13%. Above three of the five mature quintiles on lead flow, and at $302,267 of revenue. New businesses here are buying leads at system-standard efficiency and simply have fewer months of recurring customers stacked up behind them.
Recurring share falls as revenue falls: 82% at the top and 77% in the fourth quintile. A five-point range. Since a recurring customer costs zero further leads, that share compounds: the businesses with the most cleans also need the fewest new leads to keep them.
Questions we get asked
Questions owners ask.
What should a Two Maids territory be billing?
The 94 territories open two or more years at 31 December 2025 averaged $543,346 of sales. By quintile the averages were $1,085,621 across 19 territories, $594,532, $457,030, $333,154 and $229,897 across 18. The system's highest single territory billed $1,831,970 and the lowest $36,919. Ten territories open between 12 and 24 months averaged $302,267. There were 184 franchised locations at that date, up from 144 a year earlier and 99 two years before.
Does a bigger territory mean more revenue?
Barely. Ranked by household count instead of revenue, the 19 territories with the most households (281,301 to 951,543) averaged $584,302. The 18 with the fewest (62,525 to 103,601) averaged $445,772. That is 31% more revenue from at least 2.7 times the households. The second household quintile, at 201,783 to 280,748 households, out-billed the first at $635,447. Every household quintile contains a territory above $1.2m. The system's single best and worst performers both sit in the middle quintile.
What margin does the work have?
Gross profit, revenue less direct labor and cleaning materials, ran 51%, 53%, 52%, 53% and 52% across the five revenue quintiles. 54% for the 12-to-24-month group. Direct labor took 42.9% to 46.8% of revenue and cleaning materials 1.6% to 3.8%. Everything else, including the office, management, vehicles, marketing and all franchise fees, sits below that margin line. So the published figure is a long way from a profit number.
What does the brand take?
Royalty is the greater of 6.0% of the prior month's sales up to $83,300 and 5.0% above. That is a minimum of $500 a month per territory in the second six months and $1,500 a month thereafter, with zero minimum in the first six. The national advertising fund takes the greater of 2% or $500 a month per territory, and may rise to 3%. A local advertising services program fee costs $3,000 a month for the first six months and $2,500 thereafter, spent on media the franchisor directs. The franchisor retaining a management fee of the greater of $300 or 10% of the spend. Technology costs $650 a month for the first territory and $200 for each further one. Both minimums may rise each April with the consumer price index.
Who does bookkeeping for a Two Maids franchise?
Three mechanics shape the close. Royalty is calculated monthly on a tier that resets each month at $83,300. So the effective rate moves with the month. Below roughly $300,000 of annual revenue the $1,500 monthly minimum governs instead. Means the accrual is a minimum. Second, sales is defined as all billings, collected or still outstanding. So the fee base is bookings while the bank balance is collections. The gap between them is working capital that has to be watched. Third, the two fixed obligations ($30,000 of directed local advertising and $7,800 of technology) total $37,800 a year regardless of revenue. Makes the monthly fixed-cost line the single most important number for a territory under the third quintile. Underneath all of it, direct labor at 43% to 47% of revenue is the only large variable cost. So scheduling efficiency and drive time are where a margin point is actually found. Averan provides bookkeeping, controller, and fractional CFO support for franchise owners and has Certified QuickBooks ProAdvisors on the team.
- No median. Only an average is published, which a few large locations can lift on their own.
- No profit figure. The filing reports sales and not earnings, so what an owner keeps is not disclosed.
- No attainment figure. The filing does not say how many locations reached the average it publishes.
Questions worth putting to Two Maids
The filing answers what it answers. These are the gaps an owner or a buyer should close directly.
- What do locations at the median spend on wages and rent as a share of sales? The filing reports sales only.
- What separates the highest-selling locations from the lowest: trade area, years open, size, or the owner?
- How long does a new location take to reach the average you publish, and what does the build-up look like month by month?
- At what level of sales do the minimum charges stop applying and the percentage take over?
- How many Two Maids locations closed, were sold, or changed hands last year, and why?
Run your own numbers.
The Franchise Finance Diagnostic runs the same checks on your own numbers. It scores where you stand and compares you with Item 19 of your brand’s FDD. It works out what one location earns and spends, and builds a 13-week cash forecast. Checks whether you are ready to open another one. It is free and it runs in your browser.
Launch the diagnostic →How many cleans a week are you running?
A structured review of your unit economics, cash forecast, and reporting, built around lead flow, conversion and the fixed minimum fees that decides this model.
Request the review