Diamond Home Support Franchise | Three Businesses in One from £9,000

Run Your Own Business Without Picking Up a Mop

The Diamond Home Support Franchise is not a cleaning franchise in the traditional sense. While domestic cleaning is a core part of the business, franchisees are the managers, not the workers. You find the self-employed cleaners, home helpers and gardeners, introduce them to clients in your area, and receive regular monthly payments in return. No cleaning. No gardening. No direct employees. Just a growing, residual income that builds over time.

Founded in 2011 by Andrew Watton in Sittingbourne, Diamond Home Support has grown steadily to become one of the most recognised management franchises in the domestic support sector. The network now covers around 70 franchisees operating across roughly half the country. It has been regularly featured in the top 100 franchise rankings including Elite Franchise's listing in 2021, 2022, 2023 and 2025, and in 2018 was awarded a 5-Star Franchisee Satisfaction rating by research firm Smith and Henderson.

Three Income Streams, One Investment

One of the most distinctive features of the Diamond Home Support Franchise is that a single investment unlocks three separate income streams. Franchisees can offer any or all of the following in their territory:

What the Investment Includes

The Diamond Home Support Franchise fee is £9,000, which covers the complete start-up package for all three income streams. This includes:

• ✓ An exclusive territory of approximately 100,000 domestic households
• ✓ Your first 40 customer enquiries, provided by head office
• ✓ Full initial training and a comprehensive Operations Manual
• ✓ A unique 100-step process guiding you through your first six months
• ✓ A bespoke online database application to manage your business
• ✓ A corporate email address and multiple-page entry on the brand website
• ✓ 10,000 A6 premium flyers for local marketing
• ✓ Six months of initial marketing support
• ✓ Access to the franchisee intranet, including training videos and webinar events
• ✓ Ongoing support for the lifetime of the franchise

Ongoing fees are fixed rather than percentage-based, which means the more the business grows, the more franchisees keep. The monthly fee does not begin until month four, giving new franchisees a runway to build their client base before costs kick in.

A Sector With Long-Term Demand

The domestic support market is one of the most resilient in the service economy. Demand comes from multiple directions: busy professionals, families looking to reclaim time, and older residents who need help at home to maintain their independence. The under-35 demographic now accounts for close to half of the domestic support market, a shift that shows the sector is growing beyond traditional assumptions.

According to gov.uk adult social care statistics, demand for home-based support services continues to rise as the population ages, underpinning the long-term outlook for businesses operating in this space.

The UK domestic-support market keeps growing - over 5 million households already use a cleaner, with demand spread across busy professionals, families and older residents

Is This Right for You?

The Diamond Home Support Franchise is designed for motivated individuals who are good with people and want to build a flexible, home-based business. No cleaning, gardening or care experience is required. No equipment or materials need to be purchased. You can start part-time from home while continuing in other work, and build up at your own pace.

Training, Onboarding and the 100-Step Process

New franchisees start with a structured face-to-face induction at head office in Kent, covering the management model, the in-house client and worker database, recruitment of self-employed cleaners and home helpers, pricing, complaint handling and the local marketing playbook. Training continues through an online library of videos and regular live webinars, so the curriculum keeps refreshing rather than ending after launch week.

The signature element is the 100-step process, a sequenced action list that walks every new owner through the first six months of trading week by week. It removes the guesswork around what to do next, which is one of the most common drop-off points in home-based franchising. Combined with the operations manual and lifetime mentoring from Andrew Watton and the head office team, the structure is designed to get a brand-new owner from launch day to a stable, fee-generating client book inside the first year.

A Day in the Life of a Diamond Franchisee

Because Diamond Home Support is a true management franchise, a typical day is built around the desk, the phone and the laptop rather than a service van. Mornings tend to start with new enquiries from the website or local marketing, then matching them to a vetted self-employed cleaner, home helper or gardener already on the books. The middle of the day is taken up with follow-up calls, scheduling, recruiting new workers as demand grows, and handling the occasional change or cancellation. Most franchisees work from a spare room at home, set their own hours, and many start the franchise part-time alongside another job before transitioning fully across once recurring revenue builds.

The UK Home Services Market

The structural tailwinds behind home services are some of the strongest in any UK consumer category. Roughly one in six UK households already pay for a domestic cleaner, and adoption is highest among under-35s, where dual-income working patterns make outsourced help a normal household expense rather than a luxury. At the same time, the over-65 population continues to climb, and many older residents prefer staying in their own homes for as long as possible, which lifts demand for home help, light gardening, shopping and companionship work.

The Office for National Statistics population ageing data projects the share of people aged 65 and over will keep rising into the late 2030s, with the 75-plus population set to roughly double from current levels. That is the demographic engine underneath the three Diamond income streams.

Marketing and Lead Generation

Diamond Home Support does not leave new owners to find clients on their own. The 40 starter enquiries that come with the franchise package are designed to seed the client book in the opening weeks, and head office runs ongoing national Google Ads activity that is funnelled into local territories. Each franchisee also gets a multi-page presence on the brand website and a corporate email address, alongside a stock of 10,000 A6 premium flyers for door-drops and local pickup points. Six months of additional marketing support from head office sits on top of all of that.

Founder-Led and Still Owner-Operated

Andrew Watton still runs the original Sittingbourne territory alongside the franchisor business, which keeps the operations manual rooted in real, current trading conditions rather than head-office theory. For prospective franchisees that means the person on the other end of the phone has, that week, dealt with the same kinds of enquiries, recruitment hiccups and client conversations they will face in their own area. It is a small detail, but it sets the tone for how support is delivered across the network.

Interested in exploring more opportunities in this sector? Take a look at other cleaning franchise opportunities available on Franchise Hunt.