What makes Concrete Craft so unique?

Concrete Craft is currently the only decorative concrete franchise in the nation. There’s still a lot of opportunity to open up new territories across the U.S. and Canada. You will likely be the only nationally-supported local business in your area.

Concrete Craft is unique in virtue of its size, the experience of the franchisor, and the breadth of the services offered. Most decorative concrete companies, usually independent operators, specialize in only one process: resurfacing, staining, stamping, thereby limiting what they can offer to customers. Concrete Craft has mastered all processes, including vertical concrete resurfacing and concrete repair systems. Our marketing power, exclusive, high-quality MasterPro™ products, exemplary service and proprietary processes keep you in front of the competition.

Our distinctive processes and techniques are second to none.

Our hand-cut and custom-colored system allows us to create a finish that simulates real stone. Real stone molds and wood plank stamp patterns provide the same textures found in nature so finished surfaces look authentic. Customers can have the elegant look of premium stone facades for a fraction of the cost of real, including flagstone, cobblestone, brick, tile, Ashlar slate, and more, including the look of real hardwood.

Concrete Craft’s branded exclusive MasterPro™ Product Line: MasterPro Finish, MasterPro Stamped, MasterPro Stained and MasterPro Scapes, are designer-focused and can’t be found anywhere else.

Hear why our Franchise Owners recommend Concrete Craft.

“I’m five years into this and making more than I was in my previous job—obviously that was an improvement. My time is more flexible than it was in my previous job. I’m not going to lie—it was a lot of hard work just to get to this point. I’m not where I want to be yet, but Concrete Craft has really helped me grow as a person and as a businessman.”
Todd Rzepka, Concrete Craft, Chicago, IL  
 
“One reason I would recommend a Concrete Craft franchise is they have so many different products—you’re not relying on one specific scope of work for all of your business. You’ve got a lot of support. They’re always trying to find a way to make it easier on the Franchise Owners. Basically, any way they can help to produce revenue and business, they’re on it.”
Fred Mata, Concrete Craft, Dallas, TX

See why our customers recommend Concrete Craft.

“We could not be more pleased with the results of our new decorative concrete patio! The service was extremely professional and you went out of your way to make sure we had the best design. It has increased the value of our home, and all of our neighbors and friends love it! We have recommended you to everyone … thanks for the great job!!”
Tom and Pat T.

“We would like to take the time to let you know how pleased we are with the job you did on our decorative pool deck and decorative pool flagstone border. From start to finish we witnessed a very organized and professional job performed by your three workers. They obviously knew what they were doing and did it very well. They were polite and conscientious and made sure we were happy with all aspects of the job.

We thought that we would let you know this because we have found out through this home improvement process that, so far, your company is the only one that gets an A+++! “  
Colleen B. and Marie F.

Meet the team.

President and Chief Executive Officer, Home Franchise Concepts
A multi-year veteran of the franchising industry and JM Family Board Member, Scott joined HFC September 2019. He has an extensive background in franchise management and the franchise business model, as well as a successful history leading a JM Family business. In addition, Scott understands the JM culture and will be a strong ambassador for the “JM Family Way” at HFC. Scott’s focus is to support our franchisees and enable them to successfully serve homeowners in their markets through the brands they know and love.

Chief Development Officer, Home Franchise Concepts
Jonathan is the Chief Development Officer for all HFC brands: Concrete Craft, Budget Blinds, Tailored Living and AdvantaClean. He manages the team of sales advisors who help consult with new Franchise Owners.

Chief Marketing Officer, Home Franchise Concepts
Heather Cates joined the HFC family in early 2021. She comes with extensive marketing experience working for many top tier organizations from Nissan to Mattel to Taco Bell to most recently, Allergan. She has over 20 years’ experience building strategic brand platforms with integrated marketing campaigns, including the Taco Bell “Nacho Fries (Web of Fries)” campaign as well as Botox “Own Your Look” campaign. With many years of experience with franchise organizations, Heather understands the importance of partnership and is focused on growing the brands together.

Chief Information Officer, Home Franchise Concepts
Faisal Khan is Chief Information Officer of Technology at Home Franchise Concepts. He joined HFC in 2016, bringing with him over 20 years of leadership experience in IT and Business Strategy, Operations, Supply-Chain and Chain-Management. As CIO, Faisal leads all aspects of HFC’s Technology operations to help HFC synergize its investments across the various brands while leading the development of key business applications to support the operational and continuous improvement programs.

President/Co-Founder, Concrete Craft
Dan spent 20 years as a manager in the luxury automobile industry before joining John Kostro to form All American Decorative Concrete. All American Decorative Concrete was acquired by Home Franchise Concepts in 2015 and was renamed Concrete Craft. Dan handles the day to day operations of Concrete Craft including technical support, business planning, new franchisee training, regional training, as well as sales training.

Director of Operations/Co-Founder, Concrete Craft
John’s first entrepreneurial endeavor was with a candy company, where he grew his small vending business to over 5,000 machines before selling to fund his next venture. After discovering franchise opportunities, John became an award-winning, multi-unit franchise owner with territories covering several states. While operating his franchise, John met Dan Lightner, who became a client and then Co-founder of All American Decorative Concrete. All American Decorative Concrete was acquired by Home Franchise Concepts (HFC) in 2015 and was renamed Concrete Craft. John handles technical support, field training, vendor relations, marketing coaching, and product development.

Franchise Business Coach, Concrete Craft
Phil joined HFC as a Franchise Business Coach after 10 years as a multi-unit franchise owner in the quick serve restaurant space where he was consistently recognized as a top producer. Phil supports franchisees with training, communications, business planning, financial management, sales, marketing, operations and technology.

Start strong, stay strong with our marketing power behind you.

The primary purpose of Concrete Craft’s National Advertising Fund (NAF) is to increase top-of-mind awareness for the brand which includes an active presence in the digital world. Your NAF dollars are used for national campaigns that support you locally:

• A strong digital plan is in place driving millions of eyeballs to the brand to drive brand awareness at both the national and local level.
• Effective email campaigns keep you connected with your customers.
• National social media (Facebook, Instagram, blogs) that drive brand awareness nationally and locally.
• Professional product photography and consultation shots are used in marketing templates and implementation guides for your local campaigns.

We also provide franchise owners all the tools necessary to aggressively market in their territories:

• Your local Concrete Craft website will be your online storefront for prospective customers. You will be able to customize content, display your work, and invite consumers to schedule free consultations.
• Our custom marketing print portal is designed to be a one-stop shop for all your local area marketing needs. It houses an arsenal of tools including catalogs, leave-behinds, print ads, door hangers, yard signs, home show displays, business cards, branded apparel, and more.
• A digital presence is the foundation to drive awareness for the brand. You need to be found online. Our “HomeRun” toolkit includes Google Premier Partners that will set you up for digital success:
  • Our PPC partners will collaborate with you to create territory specific pay per click campaigns that will drive leads to your business and position you in on of the top 3 potions in paid search.
  • Our SEO, Reviews & Listings Management partners will help with social media management, reviews management, and local directory listings management to drive more leads, acquire reviews, and provide analytics. 

Get training and support from the best in the business.

You don’t have to be handy, a decorator or designer, or know anything about decorative concrete–we’ll educate and train you on everything you need to know. All you need is a good work ethic, a great attitude and the desire to succeed. We will take care of the rest.

We offer a proven business model for Concrete Craft franchise owners based on best practices for running a small business. You will receive exemplary training in all facets of decorative concrete installation as well as everything you need to know to run a successful franchise business.

You need to know how to do the work in order to sell it and manage your crew, so you and your installer will attend two weeks of intensive training and instruction. During this initial training, you will receive hands-on experience, side-by-side with the finest installers and trainers in the industry. You will leave training with the support materials you need to run your business when you’re back home.

As the owner, you’ll be trained on the proper methods, processes and procedures for running your franchise, as well as learning about our proven local area marketing programs to drive leads in your market. Prior to launching your business, our support team will assist you with the necessary start-up requirements so that you can hit the ground running.

Benefit from our experience and support.

Concrete Craft has some of the most comprehensive marketing, training and ongoing support programs in the franchise industry. Our franchise support team will provide ongoing assistance with marketing guidance, CRM and IT support, and field-level best practices for as long as you own your business. You’ll have a dedicated team to call when you have questions about business operations, marketing, and product information to help you achieve your business and financial goals.

Business Extended Support & Training Program:

• Starts immediately after 10-day training course
• Proactive coaching program provides smooth transition to the field
• Helps you follow the Concrete Craft business model from day one
• Help you set income and business goals for the first year
• Training on how to handle a lead and close a sale
• Help with increasing your product knowledge
• Provides ongoing live training webinars
• Assistance with managing and tracking your financials