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Showhomes Looks to Lock Up Florida
Home staging company already has healthy presence in state.

Showhomes has a long track record of success in the Sunshine State. Founded in 1986, the company’s first franchise location was in Florida and set the stage for decades of continued success in the region.

“This is a great place for us to develop for many reasons, but one of the most obvious is that new franchisees don’t have to start from square one when it comes to local marketing,” said Showhomes COO Matt Kelton. “We have a long-standing reputation in Florida and when a new location opens, the phone rings; people know us well in this state.”

Kelton says the brand has room for 10 more locations in Southeast Florida, and will start first with a focus on Miami and Fort Lauderdale. Ideally these 10 locations will open over the next 18 months.

According to a recent report by the Miami Association of Realtors, Miami and its surrounding communities are coming off the heels of historic summer and the market is showing no sign of slowing. Realtors in the area reported the second highest month ever in single-family home sales in July, and existing condominium sales were also up significantly, despite the continued rise of Miami pre-construction condo sales.

Marisa Salas, owner of Showhomes Coral Gables, says the region sees lots of new people moving in. “This is a hub for people moving to the U.S. from Central and South America and also for business, so the real estate market is very fluid and there’s a high demand for our services.”

Kelton points out that in addition to an influx of people due to the international draw and corporations moving into the region, Showhomes franchisees in Florida also receive a unique subset of business in the area due the number of people who own second homes in Florida.

“Some people own a second home here, but they spend the summers in the North or Midwest, and there’s a large base of investment properties with long-distance ownership in the area,” he said.

With many Florida homeowners living outside the state, the Showhomes Home Manager program has been extremely well received in the area.

“It’s a natural need here. When an owner is ready to sell, but is 1,000 miles away, they need someone who will be present and be able to monitor the property to take care of any number of things that could happen from impromptu showings to a leak or a downed tree,” said Kelton.

With Showhomes’ recent addition of Home Updates to its suite of services, the company offers a one-stop-shop approach that homeowners can’t find anywhere else.

“They can write one company a check and trust that their home will be on trend and show to potential buyers at its true value potential, without having to worry about coordinating with many different companies, timelines and prices that may not match their current needs,” said Kelton.

Showhomes not only offers home staging and the Home Manager program, but now can handle updating the home by replacing carpet, flooring and countertops and paint according to the latest trends.

Salas confirmed that these days she doesn’t have to do much outbound marketing for her Coral Gables location. “Realtors know us and what we do, and the phone just rings,” she said. “The referrals in this region are compatible with any business owner’s goal. I have countless repeat customers who are happy and also refer their friends.”

Kelton and his team are actively working with potential franchise candidates to harness the potential in the Southeast Florida region.

“One thing we can be sure of is that there is plenty of business waiting here for the right franchise partners,” he said.