HomeFront Brands Faces Mounting Franchisee Turmoil [GUEST POST]

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Trouble on the Homefront: HomeFront Brands Faces Mounting Franchisee Turmoil as Homecoming Proceeds

A Guest Post submittted by Anonymous

Orlando, FL — HomeFront Brands (HFB), the parent company of several emerging home-services franchise systems, gathered franchisees and corporate staff in Orlando for its third annual Homecoming convention November 1-4, 2025. The multi-day event featured keynote presentations, operational updates, networking opportunities, and recognition ceremonies designed to highlight brand momentum heading into 2026.

However, behind the organized programming and celebratory messaging, many franchisees across multiple HFB brands report increasing concerns about financial performance, leadership transparency, and overall system stability. The split between the franchisor’s public narrative and franchisees’ private realities was underscored this year by the substantial number of owners who opted not to attend Homecoming as a quiet signal of dissatisfaction.

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Homefront Brands Convention Highlights — and Tensions Behind the Scenes

FranchiseWire’s coverage of the event emphasized community building and positive culture, citing sessions on marketing, business development, franchisee awards, and a variety of entertainment activities. According to HFB, Homecoming continues to serve as a unifying touchpoint across its portfolio.

Some franchisees who attended described the event as enjoyable and accessible, but not necessarily impactful. One Florida franchisee who lives near the venue said:

“I wouldn’t normally go, but it was in my backyard and I already technically paid for it. It was nice to meet people, but I didn’t learn anything new.”

Said one multi-unit owner:

“I stayed home because it doesn’t feel like they’re listening anymore.  We need operational support, not another pep rally.”

Franchisees are required to pay a $2,000 attendance fee, a point of contention for operators who feel the cost added little value amid ongoing operational challenges. Several owners have questioned the necessity and timing of a mandatory national gathering while unit-level performance remains strained.

Another franchisee put it bluntly:

“It’s a party for corporate. They get the benefit — we get the bill.”

One owner said they discovered that booking outside the franchisor’s room block would have been cheaper:

“We were told to use the official room block, but it actually cost more. I only found out when a friend booked directly with the hotel for less.”

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Rising Franchisee Concerns at Top Rail Fence, The Designery, Temporary Wall Systems and Others

Across several of HomeFront Brands’ systems—including Top Rail Fence, The Designery, and Temporary Wall Systems—franchisee frustration has increased over the past year. Multiple owners have reported similar concerns, including:

1. Leadership Communication & Trust Issues

Franchisees say they struggle to receive clear or consistent direction from corporate leadership. Some describe conversations with executives as evasive or contradictory, contributing to a broader sense of mistrust.

Reports include:

• Delayed responses to pressing operational issues
• Leadership “dodging” difficult questions
• Unprofessional behavior during franchisee meetings (watching football)

These factors, according to several owners, have contributed to a widening disconnect between the franchisor’s strategic messaging and the day-to-day challenges franchisees face.

2. Pressure to Sign New Agreements

Franchisees across multiple brands say they have been encouraged to sign updated contracts and addendums without adequate explanation. Independent attorneys reviewing the documents have expressed concerns, noting that several revisions appear to place franchisees at a disadvantage compared to original agreements.

Some owners believe these contract updates may be part of a broader effort to standardize terms ahead of potential investment or future sale of HFB’s portfolio.

3. Financial Strain and Unit Economics

Several HomeFront Brands franchisees report difficulty achieving sustainable profitability, even at higher revenue levels. Some Top Rail Fence franchisees with sales exceeding $1 million per year report break-even performance, citing:

• Increased marketing costs
• Fluctuating labor availability
• Required overhead (e.g., warehouses)
• Royalty and marketing fee burdens

A subset of operators say they are working 70+ hours per week with limited or no salary, raising concerns about long-term viability.

4. Additional Fees and Operational Requirements

Franchisees have expressed concerns regarding newly required systems and fees, including:

• Increased mandatory fees
• Required warehouse leases in certain markets
• Expanded administrative processes

Some owners believe these requirements—many of which were not outlined in their initial agreements—add financial burden without clear operational payoff.

5. Growing Interest in Exiting

As concerns have mounted, an increasing number of franchisees say they have explored legal consultations, negotiation strategies, and potential exit pathways. Others have listed their territories for sale or begun winding down operations.

Statements from multiple owners suggest a shift from optimism to resignation, with several describing a desire to “move on” or “step away” from the system entirely.

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Increase in Public Resale Listings

Current business-for-sale listings reflect this shift. Public platforms show a notable rise in resale activity across HFB brands:

• Top Rail Fence: 5+ territories listed for sale
• The Designery: 2 territories for sale, including one of the system’s earliest markets
• Temporary Wall Systems: 4 territories listed, including multi-unit groupings

Given that many HomeFront Brands concepts launched in 2021–2022, the volume of resales so early in the lifecycle has raised questions among observers and prospective franchise buyers.

Said one owner:

“We are considering liquidating everything and closing.  I’m removing myself from this business.”

HFB founder Jeff Dudan has previously stated that a “healthy franchise system” experiences approximately 10% annual turnover.

Applied over five years, that would equate to nearly half of a franchise system cycling out—numbers some franchisees say reflect a normalization of instability rather than an indicator of system health.

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Questions Surrounding Homefront Brands’ New  Concept Launches

Franchisees also point to the rapid rise—and fall—of several new HomeFront Brands concepts as a concern of deeper structural issues within the organization.

At last year’s Homecoming, HFB announced two new franchise concepts with fanfare, but only Roof Scientist remains in active development.

Other brands such as Yard Pros, Mozzie Dome, and an Electrician franchise appear to have stalled or dissolved almost as quickly as they were introduced.

Franchisees say the sudden disappearance of these concepts raises concerns about leadership planning, validation, and market readiness. Several owners have questioned whether the pattern reflects ineffective brand development, poor economic modeling, or a more systemic “launch fast, sell fast” approach that prioritizes franchise sales over long-term unit success. As one owner noted privately,

“If these concepts can vanish within months, what does that say about the due diligence behind them?”

The Future Outlook for Homefront Brands

HomeFront Brands continues to emphasize its growth, expanding market presence, and investment in brand infrastructure. Leadership has highlighted the company’s multi-brand strategy and expectations for continued expansion into 2026.

Actual franchisee satisfaction and system performance will become clearer next spring, when 2026 Franchise Disclosure Documents are released and full-year data becomes public. Those filings are expected to shed light on the number of resales, terminations, and transfers that occurred during 2025.

One franchisee said:

“Most of us came in believing in the mission.  We’re still waiting for the franchisor to meet us halfway.”

In the meantime, franchisees and industry observers will be watching closely to see whether HomeFront Brands can bridge the growing gap between franchisee expectations and franchisor messaging—or whether rising dissatisfaction will continue to shape the trajectory of the young franchise portfolio.

[End of Guest Post]

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