DreamMaker Bath and Kitchen has had years of success. They’ve won several industry awards, have obtained a 97% customer satisfaction rate, and are one of the five largest National Full–Service Remodeling organizations in the United States. On top of that, they have enjoyed seven years of awards for franchisee satisfaction from the Franchise Business Review.
Despite all their success and Doug Dwyer’s, President and Chief Stewardship Officer (CSO), veteran status in the franchise industry, DreamMaker Bath and Kitchen has consistently struggled to hit their annual franchisee signing goals. This became frustrating for Doug and the rest of the franchise recruitment team.
Doug met with Art Coley, CEO, at CGI Franchise, in 2019, and they talked through ROS® and how it is a process-driven recruiting system. This appealed to Doug because he understood the power of having a process. At the beginning of 2020, DreamMaker Bath and Kitchen signed with CGI Franchise (CGIF).
It was a slow burn at first as Doug took a back seat by letting the Recruitment Operating System® (ROS®) support team jump in and quickly started implementing elements of ROS®.
The CGIF team trained the DreamMaker Bath and Kitchen recruiters in all aspects of ROS® including their most experienced recruiter, John McCue. However, despite all the training the CGIF team was hosting, John’s performance didn’t improve as much as it should have.
During a conversation with a member of the CGI team, Doug realized that he needed to become directly involved in running a robust management process with John and his team. He then started to coach the team with the ROS® process and held them accountable.
Once a total buy-in from Doug was achieved, DreamMaker Bath and Kitchen’s recruitment results took off in an upward direction.
In the first 13 weeks of 2020, DreamMaker Bath and Kitchen converted 0.45% (1 out of 223) leads to a signing. After a year of integrating ROS®, training, and coaching, DreamMaker Bath and Kitchen converted 1.32% of their leads to signings (1 out of every 75 leads) in the last 13 weeks. That is 3X better in just 18 months.
The change is even more drastic when you expand the window from 13 weeks to 26 weeks. In the first 26 weeks of 2020, they converted 0.20% (1 out of 500) leads to signings, and in the last 26 weeks, they’ve converted 1.87% of leads to signings (1 out of 54). That shows 10X improvement in just a few short months.
DreamMaker Bath and Kitchen has succeeded not just because they took the time to learn ROS®, implement it, and find ways to improve it, but because the President and CSO Doug Dwyer went all in. The results show it. Not only have they become more consistent with their signings, but they have also hit their yearly signing goal a little over the halfway point in 2021. Implementing ROS® has given the DreamMaker Bath and Kitchen team what they need to take their recruitment to the next level.