Every home has its own story, filled with laughter, shared meals, and the small repairs that keep everything running smoothly. However, when everyday tasks become difficult, finding reliable help can be challenging. In a world where trust and care are often hard to find, having a partner focused on making homes safer and more accessible is essential. This is the core belief of HandyPro, a company that has transformed the way it serves homeowners, seniors, and families across the country.
At the center of HandyPro’s story is Keith A. Paul, the Founder and CEO. Motivated by a personal family experience, Keith established HandyPro in 1996 to protect individuals from dishonest contractors and to deliver honest, professional handyman services. Under his guidance, the company has expanded from a local service in Michigan to a well-respected national brand, recognized for its dedication to quality, ethics, and innovation.
Keith’s vision has broadened HandyPro’s reach and has also enhanced its mission—providing specialized solutions for seniors and individuals with disabilities, while earning recognition as a leader in ethical business practices and home modification services.
Turning a Family Challenge into a Nationwide Handyman Service
Keith A. Paul’s inspiration for establishing HandyPro came from a personal experience related to his wife’s grandmother. While living in Allen Park, Michigan, she encountered issues during a kitchen remodeling project when a contractor claimed he had underbid the cabinets by $2,000 and required additional payment. After she wrote him a check, she never saw the contractor again.
This incident prompted Keith A. Paul and his wife to research the problem, discovering it was a widespread issue that often resulted in complaints to the Better Business Bureau. Motivated by their findings, they decided to start a company to address these challenges, launching a handyman service specifically for seniors and others in need.
Initially focused on general handyman tasks for seniors, the company quickly expanded its services to include aging-in-place solutions such as wheelchair ramps, stair lifts, grab bars, and walk-in showers. Its mission became helping individuals live safely in their homes.
As its reputation grew, HandyPro began receiving requests from commercial properties, working with restaurants and industrial companies. This expansion led to the establishment of nine units across the United States, continuing to provide reliable handyman services to those in need.
Making Every Client Experience Remarkable
When HandyPro was first established, it did not have a formal vision statement; however, it has evolved significantly over time. The current vision statement focuses on providing a remarkable experience for clients, which guides the organization’s decisions and actions.
Initially, the vision statement was lengthy and aimed at creating exceptional experiences, but it was too complicated for people to remember. To address this issue, the team decided to simplify it, ensuring that everyone could easily communicate it. As HandyPro continues to grow, the answer to what the company aspires to be is clear: it aims to be recognized for delivering a remarkable experience.
“We take great pride in this vision and remain committed to making it a reality,” Keith A. Paul says.
Overcoming Staffing and Marketing Changes and Challenges
When HandyPro was established, the team recognized a problem and sought solutions, but several key challenges arose along the way. One primary challenge for the company was finding and retaining talented employees. To address this, HandyPro shifted its hiring strategy to prioritize alignment with core values rather than just experience. The focus on shared beliefs about serving others, integrity, and accountability improved team dynamics and strengthened the company’s mission.
Another significant challenge was marketing. Over the 29 years in business, HandyPro witnessed drastic changes in how consumers seek services. Initially, the company relied on traditional methods like the Yellow Pages and Valpak. However, as technology advanced, consumer behavior evolved rapidly, necessitating a new approach to marketing.
To tackle this challenge, HandyPro recognized the need to hire young talent skilled in digital marketing. Understanding that consumers prefer education over sales pitches, the company invested in creating informative content, such as YouTube videos, to guide customers on topics like selecting stair lifts and installing grab bars for safety. This educational approach has effectively helped HandyPro connect with its audience and meet their needs.
Strategies for Innovation and Adaptability
In today’s market, innovation and adaptability are essential for success, and HandyPro employs various strategies to stay ahead. The team is committed to continuous research and inquiry about emerging trends. For instance, after excelling in SEO and achieving top rankings for searches like “handyman near me,” changes in Google’s algorithms posed challenges. To tackle this, HandyPro has a dedicated team focused on enhancing visibility through both digital marketing and print strategies.
The company views marketing as a dartboard, where multiple strategies work together to attract potential customers. Bringing in younger team members has introduced valuable insights into modern marketing techniques. Although the target market typically includes individuals aged 45 to 65, HandyPro recognizes the importance of engaging and educational content. For example, social media posts must be interactive and informative to boost brand awareness, while email marketing requires engaging content that encourages action.
Additionally, HandyPro participates in industry conventions to network with successful entrepreneurs. Keith A. Paul encourages fellow entrepreneurs to join local mastermind groups, as sharing best practices can yield valuable insights and foster growth. By promoting a culture of reciprocity and knowledge sharing, HandyPro ensures that everyone benefits.
Standing Out with Experience and the Delightment Guarantee
What truly distinguishes HandyPro from other service providers in the home modification and handyman industry is the high level of service and the commitment of its team. Many employees have been with the company for over 20 years, embodying the core values of HandyPro. As a result, the company frequently receives referrals and repeat business from satisfied customers.
In addition to exceptional service, HandyPro offers a unique Delightment Guarantee, which consists of two key components. First, all work is guaranteed for a year. Second, the company has an on-time guarantee. Research has shown that the biggest frustration consumers face with home service providers—whether they are heating and cooling specialists, electricians, plumbers, or handymen—is punctuality. Many contractors do not respect their clients’ time.
To address this issue, HandyPro provides a $30 guarantee: it promises to arrive or call within a one-hour appointment window. This approach ensures that clients do not have to wait around all day for service. By tackling this common industry frustration, HandyPro demonstrates its commitment to valuing customers’ time and delivering a superior experience.
Milestones and Team Success
Throughout its journey, HandyPro has achieved several significant milestones that the company takes great pride in. One of the achievements that Keith A. Paul is most proud of is the feedback from an independent assessment of the workplace environment. After interviewing all 18 staff members, the assessment revealed that 100% of the team believed HandyPro was a great place to work. This feedback is meaningful, as the mission statement emphasizes providing a remarkable experience for both clients and team members. HandyPro recognizes that a positive work environment is essential; happy employees lead to satisfied clients.
Another important milestone occurred in 2002 when HandyPro opened its first office in Dallas, Texas. This was a significant step, as the company was uncertain about operating in multiple locations. Fortunately, the venture was successful, and the franchisee remained with HandyPro for over 15 years before retiring, with continued communication between them.
Additionally, HandyPro gained recognition in 2015 and 2016 when it was featured in Entrepreneur Magazine and Inc. Magazine, further validating its growth and efforts. Overall, the dedicated team is considered the company’s greatest asset, playing a vital role in its success.
Focus on Client Relationships and Service
At HandyPro, the company prioritizes a customer-centric approach, referring to customers as “clients” to underscore its commitment to building lifelong relationships. Ensuring a consistent client experience across all locations and services is vital for establishing brand trust.
This consistency begins with comprehensive training guided by the “HandyPro Way,” a document outlining best practices from successful companies. It covers everything from greeting clients to marketing strategies, ensuring that the team understands the expected standards. The training includes all business aspects, such as finance, marketing, customer service, operations, and legal considerations.
In addition to initial training, HandyPro implements ongoing quality control measures, including on-site visits, conventions, and monitoring online reviews. The company also employs mystery shoppers to assess brand consistency.
HandyPro has a well-defined complaint resolution process. When a mistake occurs, the company promptly acknowledges it and informs the client about the steps to make it right. This transparency is crucial in analyzing the situation to prevent future errors.
Through these thoughtful details, HandyPro aims to create “magical moments” for clients, ensuring they feel valued and appreciated from the initial phone call to the final walkthrough. This commitment to excellence defines the HandyPro experience.
The Future of Home Services
With extensive experience in the industry, Keith A. Paul foresees several key trends that will shape the future of the home services and accessibility sectors in the coming years.
First, the aging-in-place market in the U.S. is expected to grow significantly. State and federal agencies are recognizing that it is more cost-effective to allow individuals to remain in their homes rather than move to nursing facilities. Many seniors, including Keith’s own parents in their late 80s, prefer to stay at home, creating a win-win situation as programs are developed to support this trend. This presents ample opportunities for knowledgeable contractors, particularly those certified as Aging in Place Specialists (CAP certification) through the Home Builders Association, which Keith A. Paul highly recommends for anyone entering the industry.
In the handyman sector, Keith anticipates a shift toward subscription models for home maintenance. HandyPro has recently launched a program called HandyPro Helpers, allowing clients to hire the company for ongoing maintenance tasks on a yearly, quarterly, or monthly basis. This model offers homeowners the convenience of having a reliable handyman for various tasks, which is increasingly desirable as homes age and require regular upkeep. Maintaining a home is essential for homeowners who wish to enjoy their living space while preserving its value.
Smart Technology and National Reach
New Software Initiative:
- Launching an Uber-like home services app.
- Homeowners can book services online.
- Craftsmen manage appointments, provide estimates, and take photos.
- Real-time access for location owners to craftsmen and operational reports.
Strategic Partnerships:
- Collaborating with national workers’ compensation companies for home modifications (e.g., stair lifts, wheelchair ramps).
- Partnering with national facility maintenance companies across retail, industrial, and restaurant sectors.
- Significant work for a leading national coffee chain (name confidential).
HandyPro has some exciting developments on the horizon. One significant initiative is the recently launched proprietary software for a new Uber-like home services program. This app will enable homeowners to book services online, allowing craftsmen to manage appointments, provide estimates, and take before-and-after photos. Additionally, location owners will have real-time access to their craftsmen’s locations and reports on marketing, operations, and finance—all integrated into one system. This unexpected opportunity represents an exciting direction for HandyPro.
Furthermore, the company is strategically pursuing partnerships with national workers’ compensation and commercial facility maintenance companies. Many individuals who suffer injuries require home modifications for safety, and HandyPro collaborates with several workers’ compensation firms to provide necessary modifications, including stair lifts and wheelchair ramps.
HandyPro is also working with national facility maintenance companies that oversee handyman services across various sectors, including retail, industrial, and restaurants. For example, the company conducts significant work for a leading national coffee chain, although Keith A. Paul cannot disclose its name due to confidentiality.
The goal is to align with more national companies that need reliable services across multiple locations, allowing HandyPro to deliver consistent, high-quality solutions and establish itself as a valuable industry partner.
Open Letter to Future Business Leaders
Dear Future Business Leaders,
I urge you to stay curious, kind, and committed to lifelong learning. Embrace the journey of making a difference in the lives of those you serve—vendors, clients, and team members alike. Enjoy the process and view challenges as opportunities for growth. Entrepreneurship can be a rollercoaster of highs and lows, but the effort you invest can lead to a fulfilling life.
Strive to make a positive impact in the world. Explore various aspects of your business, from marketing to operations, and don’t hesitate to hire experts in areas where you may need support.
When it comes to client sustainability, lead with heart and purpose. When my wife and I founded HandyPro, we aimed to protect homeowners from dishonest contractors, a commitment we still uphold. As you embark on your journey, write down your reasons for doing what you do. True success comes from leading with purpose, not just profitability.
Keith A. Paul remains committed to HandyPro’s Yearly Give Back Day, where the HandyPro volunteers to help a person in their community. Henry Ford said that if a business exists solely to make money, it is a poor business. By prioritizing a great workplace and an excellent customer experience, profitability will naturally follow. Remember, your hard work should create a positive impact on the lives of others. I hope this message resonates with you.
Sincerely,
Keith Paul, Founder and CEO
HandyPro
5 Key Takeaways from Keith A. Paul’s HandyPro Journey
- Personal Experience Sparked a Business: Keith A. Paul’s decision to start HandyPro was driven by a negative personal experience—his wife’s grandmother being scammed. This led him to create a reliable and trustworthy service.
- “Remarkable Experience” is the Guiding Vision: HandyPro’s core principle is to provide a “remarkable experience” for clients, a simplified vision that shapes every decision and action within the company.
- Adaptability is Crucial for Longevity: Over nearly three decades, HandyPro has consistently adapted to challenges, from staffing to evolving marketing landscapes, by focusing on core values and embracing new technologies like digital marketing.
- Customer-Centric Guarantees Build Trust: HandyPro sets itself apart with its “Delightment Guarantee,” which includes a one-year work warranty and a unique on-time promise, directly addressing common customer frustrations and building strong relationships.
- Innovation is Paving the Future of Home Services: Keith A. Paul is keenly focused on future trends like aging-in-place and subscription maintenance models. HandyPro is actively innovating with new software and strategic partnerships to lead these shifts in the home services industry.
