franchise.co.nz – PUTTING PEOPLE IN BUSINESS
11
Whether the property market
is running hot or cold, home
staging with smart, stylish
and unmarked furniture
and furnishings can have a
significant impact on the sale
price or time it takes to get
the SOLD sign up.
Some eight years ago,
Kāpiti Coast-based Jaki
Bickerton, an experienced
home renovator, and her
daughter Natalie Paroli,
an interior designer, saw a
large opportunity gap. They decided that real estate agents and their clients
in the lower North Island needed access to a trustworthy and professionally
structured home staging business offering innovation and originality. Both
agreed they were the mother and daughter team to fix that need.
Foxx & Filly has subsequently grown to become one of the lower North
Island’s largest home staging companies and has won international
recognition through awards in the annual Real Estate Staging Association
(RESA) competition run out of the USA. Closer to home, Foxx & Filly also won
the the Small Business of the Year award in the 2021 Kāpiti & Horowhenua-
based Electra Business Awards.
Brand new franchise
Greg Bickerton, Jaki’s husband and Natalie’s dad joined the mother/daughter
Foxx & Filly team post Covid when his IT position was made redundant,
joking that he was only brought on board for his furniture-lifting muscle.
Greg has since played a key role working with industry-leading Franchize
Consultants for over three years – restructuring Foxx & Filly into a top-notch,
well prepared franchise business model. Greg says he started by asking
Franchize Consultants’ managing director Callum Floyd whether Foxx & Filly
had the legs to be a franchise system.
“Callum was enthusiastic,” smiles Greg, “and so we got down to producing
all necessary manuals for processes and systems as well as developing a
multi-level training programme that covers business management, marketing,
interior design and more. Establishing a franchisee support structure was
also a priority.
“As an example, although we have established relationships with principals in
the multi-national real estate agencies, we can accompany new franchisees
to present Foxx & Filly to targeted real estate agencies in their area. Our very
successful Agent Partner Programme incentivises over 80 real estate agents
around New Zealand to use Foxx & Filly Home Staging, and incorporates
financial benefits that can be passed on to vendor clients. The Agent Partner
Programme is definitely unique to us here in New Zealand. Australia doesn’t
have anything like it and, as far as we know, nor does any other country.
What is home staging?
Greg says popular television lifestyle series like ‘Selling Houses Australia’
highlight the difference between home staging in Australia and New Zealand.
As he explains, “In Australia, many home staging companies hire furniture,
whereas in New Zealand furniture and furnishings are usually purchased by
the home stager. For a Foxx & Filly franchisee this brings the tax benefit of
being able to claim depreciation against assets. We also have established
excellent preferred buying relationships with a number of leading furniture
wholesalers and suppliers.
“A Foxx & Filly franchisee needs to have storage space. We started out by
hiring space at our local self-storage facility, so if you don’t have access to
a large enough storage facility of your own, this is a good option.
‘You’ll need to invest in a high-roof medium wheelbase van that will carry
Foxx & Filly signwriting. This has the benefit of turning it into a very effective
mobile advertising display that through lead generating will pay for itself
in no time. As your business develops – and depending on the location –
you’ll probably want a second smaller van for easier access to awkwardly
positioned homes.
“Our training also covers how to safely lift, pack and carry furniture.
Something a Foxx & Filly franchisee won’t need is a gym membership,
although they should come to us with a decent degree of fitness.”
Buy your own business
Greg is particularly interested in hearing from anyone in the lower north
island who would like to start a Foxx & Filly Home Staging business of
their own.
“Our ideal Foxx & Filly franchisee would be a husband-and-wife team with
a shared interest in home renovation and decorating, or a mother-and-
daughter team like Jaki and Natalie, says Greg. “As a kick-start opportunity for
a potential buyer, part of the current and proven profitable Wellington territory
will be split off for purchase. Our businesses in the Hutt Valley and Manawatū
regions (encompassing Palmerston North, Wanganui and Levin) are available
as ‘going concern’ franchise opportunities.”
For reasons of commercial sensitivity Greg is reluctant to reveal too much in
this article about the franchise package without the protection of the Foxx &
Filly non-disclosure document (NDA) that can be provided on registration of
interest, but he does recommend that a potential franchise buyer has access
to capital in the region of $200,000, whether through funding or outright.
“Our primary interest is to see a
franchisee grow their business and
do well out of it, hence they only
ever pay a single figure royalty,”
says Greg, “Head to our website to
make an enquiry and then let’s talk
more about how you could bring
Foxx & Filly Home Staging to your
home town.”
Brand new franchise Foxx & Filly is leading
the way in home staging in New Zealand
STAGE A
SUCCESS
Opportunity: Home Services
A winning team: Natalie Paroli and Jaki Bickerton
Foxx & Filly Home Staging
www.foxxandfilly.co.nz
Contact
Greg Bickerton
021 625 604
greg@foxxandfilly.co.nz
Advertiser Info