What makes Concrete Craft so unique?

Most decorative concrete companies, usually mom-and-pop operators, specialize in only one process: either stamped, stained, or decorative. Concrete Craft has mastered all three, providing a unique competitive advantage for our Franchise Owners. We have also created proprietary product blends that are the envy of the industry. Read on to learn more about the advantages of franchising!

Our distinctive processes and techniques are second to none.

We start with a unique rubberized polymer, which allows our overlay to not only be flexible, but to cure to compression strength, just under 5,000 pounds per square inch, making it extremely durable. Concrete Craft uses a proprietary, fiber-enriched, coarse sand overlay mix to create a more durable and realistic surface that will be enjoyed for many years with minimal maintenance. Our coloring system has built-in UV protection and, in combination with our sealers, creates a beautiful, low-maintenance surface.

Concrete Craft has also created a cutting-edge technique that allows us to create a finish that simulates real stone. Our hand-cut and custom-colored approach to fabricating stone is a process that sets Concrete Craft apart from the competition. Each piece of stone is shaped and reshaped to have the look and feel of natural rock.

We utilize the finest pigments available, in most instances using integral colors, which penetrate the entire slab for better longevity and consistent color. The average competitor uses powders that color only the top 3/16 of an inch.

Our highlighting and antiquing products utilize the latest nanotechnology, in UV- resistant colors, combined with top-of-the-line sealers. 

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

“They are very friendly, they’re very open, very down-to-earth. They just tell you like it is. No sugarcoating. No high-pressure sales. It’s just ‘this is what we do.’”

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.

“We are writing to express our thanks for the final results on our decorative concrete patio. It adds a great deal to the appearance of our house. We thank you for ensuring that a quality final product is what you deliver. Thank you for taking the extra time and energy to ensure that an excellent job was done.”
Joanne and Charlie L.

“Thanks for the final results on our decorative concrete patio. It adds a great deal to the appearance of our house. We thank you...”

Meet the team.

JM Family Board of Directors and Home Franchise Concepts Advisor
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 joined us in October of 2019. Heather most recently served as the Head of Marketing at Tillys; a leading specialty retailer rooted in an active lifestyle. Her responsibilities spanned across all consumer touchpoints from digital to creating engaging in-store experiences. Prior to Tillys, she served as the Chief Marketing Officer for Irvine Company Retail Properties in Irvine, CA. Heather spent over 16 years with Mattel, Inc. serving as the Sr. Director of Marketing & Strategic Operations, Head of Global Digital and other various senior marketing roles across their many iconic brands such as Fisher-Price™, Barbie™, Hot Wheels™, Matchbox™, and UNO™.

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.

Entrepreneur
More than forty years after the very first Franchise 500 ranking, the franchise industry is still going strong and more competitive than ever. More than 1,100 companies applied for this year's ranking, and those that rose to the top reveal the latest trends as well as the companies that continue to evolve to keep going strong year after year. Concrete Craft is proud rank on the list.

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

Marketing is the difference between a successful business and one that limps along. Concrete Craft’s main goal is to provide a simple yet effective business model and marketing plan that helps franchisees achieve financial goals. Our commitment to advertising and marketing support is an unwavering franchising advantage.       

We also provide Franchise Owners all the tools necessary to aggressively market in their territories:

• Our Concrete Craft website was created with the latest search engine optimization (SEO) techniques to keep visibility high in local markets. It features a local microsite that allows you to personalize content, feature your  projects, and customer testimonials. The site is also home to a robust blog to engage your customers and improve optimization. 


• An online gallery you can use as a sales tool with potential customers. This gallery is jam-packed with high-quality (before, during, and after)  photographs of past projects—detailing each of our unique services.  


• Social media visibility through a variety of platforms: Facebook, Instagram, Pinterest, and Houzz.  


• A comprehensive capabilities brochure to leave with potential customers or distribute at trade shows.


• All the marketing tools you need, accessible online, including a marketing tool kit with print ads, flyers, newspaper ad inserts, door hangers, yard signs,  business cards, along with local area marketing (LAM) support, pay per click, advertising plans, and more.


• Our customized management software system, called Star Portal, is a web-based program used for scheduling customers, sending reminders, managing installers and estimators, and much more. It’s the backbone of your operation.


• Consistent branding is an important element of your business. Consider your vehicle and trailer as moving billboards that draw in new customers as you travel and while you are on a work site. Your equipment package includes:
• Branded graphics for a pickup truck
• Branded custom wrap for a trailer
• Uniform shirts for you and your team

Get training and support from the best in the business.

Once you join the Concrete Craft franchise family, you and your installer will attend two weeks of training at our headquarters in Irvine, California. When you graduate, you’ll have learned proprietary application techniques in all three profit centers—decorative concrete, stamped concrete, and stained concrete. You’ll also have been trained on our customized management software, StarPortal, and our proven marketing programs.

Your training also includes up to two weeks in the field where you’ll work on real jobs, side by side with the finest installers and trainers in the industry. You’ll also study our products and mixes, and learn how to manage your crews and your concrete franchise.

Our franchise support team will assist you with the set-up of insurance selection, licenses, advertising, software, payroll, office management, and field-level best practices. Your support team is dedicated to helping you achieve your financial goals.

If you need help in the field, just call. We’ll send an experienced installer to assist you, if necessary, with unusual or highly technical jobs. It’s part of the advantages of being a member of our franchise. In most cases, however, a call to the support team will be all that is necessary to work out a challenging situation.

The franchise support team engages in ongoing personal coaching and regularly conducts webinar best-practices training to help keep you up-to-date on new ideas in the industry. 

Besides the initial training and continuing education webinars, we hold an annual Franchise Owner meeting. This fun, interactive gathering is a great opportunity to visit with other Franchise Owners, to learn about the latest in research and development, and to share best practices from the field. You’ll build lifelong friendships and develop relationships that you can count on while running your business.

Benefit from our wealth of experience.

Our Franchise Owners can use the call support center, staffed by trained professional salespeople at our home office location, to make sure phone calls translate to scheduled jobs. More effective and less expensive than a full-time salesperson, our call support is focused on maximizing each call and converting them to a lead.

While the call center is a great tool, it is only the beginning. After years of expensive field research, we have a tremendous understanding of the exact advertising vehicles that quickly generate business. You’ll have an experienced guide advising you every step of the way.