The franchising sector is projected to create roughly 210,000 new positions in 2025, representing a 2.4% growth rate that will push total franchise employment beyond nine million jobs.
With franchise training and support from PuroClean, Joseph Ortiz has done his part to strengthen the labor market by opening two businesses: PuroClean of Caguas and PuroClean of San Juan in Guaynabo, Puerto Rico. Here’s how the entrepreneur is thriving in property restoration despite having prior experience in the field.
Growth and Challenges
Ortiz started his first PuroClean franchise in Virginia in 2021, facing a steep learning curve but benefiting from the support of fellow Franchise Owners and franchise leadership. In 2022, he opened his first location in Guaynabo, and in 2024, he relocated his Virginia operations to a second location in the same city.
“Since then, we have significantly grown our capabilities, specializing in fire damage restoration, water damage remediation, mold removal, biohazard cleanup, reconstruction, and consulting,” he said.
One of Ortiz’s biggest challenges was bringing the first PuroClean franchise to Puerto Rico and building brand awareness in a new market.
“Many people were unfamiliar with who we were and the level of service we provide. I had faced a similar challenge in Reston [Virginia], where I started with no industry experience. In both cases, I overcame these obstacles by focusing on educating myself and the community, networking with local businesses, and demonstrating our expertise through exceptional work,” he said.
As demand for services continues to increase, Ortiz is also challenged with hiring and training specialized personnel. But he said the restoration industry is a hands-on, highly skilled industry, so he has prioritized employee development to ensure his team consistently delivers top-tier service.
Standing Out
Ortiz believes what sets his PuroClean franchises apart from other natural disaster recovery companies is a proactive approach. His teams don’t just respond to disasters; they prepare for them. Not only are they highly trained and certified, but they also have access to cutting-edge technology to provide efficient, high-quality restoration services.
Ortiz and his crews are deeply committed to Puerto Rico, which is why he relocated his Reston operation to Caguas.
“We understand the unique challenges of this market and take pride in delivering personalized service with integrity, honesty, and compassion. Active listening drives our innovation and growth, and our brand is steadily becoming an integral part of the island’s disaster preparedness culture,” Ortiz said.
In addition, Ortiz’s U.S. Army experience taught him the essential qualities of property restoration: discipline, adaptability, and teamwork.
“Running a franchise is similar to leading a mission-driven unit—you need a clear plan, strong leadership, and a team that trusts in the process,” he said.
Franchise Culture, Support, and Resources
PuroClean’s mission of helping people during catastrophes is what drew Ortiz to the franchise community.
“It’s not just about restoring properties; it’s about restoring lives,” he said. “Many of our clients are experiencing severe property damage and loss, often at one of the most difficult times in their lives. That’s where our team steps in—not just to fix the damage, but to guide them through the recovery process with care and professionalism.”
Ortiz said the training, franchise support system, and technology resources provided by PuroClean’s Home Office have been invaluable.
“I relied heavily on the comprehensive training program and hands-on guidance from corporate to get started,” he said. “Access to advanced restoration techniques, industry certifications, and marketing support has been crucial in positioning PuroClean of San Juan as a market leader.”
He credits the support of George Hernandez, SVP of Commercial Large Loss/Signal Liaison, who previously served as Ortiz’s Regional Director, as an instrumental part of his success. Networking opportunities and mentorship within the PuroClean family have also been beneficial.
“Whenever I need guidance or insight, I know I can reach out to other Franchise Owners who have faced similar challenges,” said Ortiz.
Advice for Franchise Owners
To build a strong team and thrive as a PuroClean Franchise Owner, Ortiz advises hiring for character, training for job performance, and investing in continuous development.
“Technical knowledge can be taught, but integrity and work ethic are innate qualities,” he said. “The restoration industry is constantly evolving, and a well-trained, certified team gives you a significant competitive advantage.”
Ortiz also suggests establishing clear processes, accountability, and teamwork to create a solid foundation for a PuroClean Franchise.
“People want to feel valued and part of something bigger. A strong team culture not only boosts performance but also improves retention,” he said.
Prioritizing customer relationships and community engagement is additionally vital to success in the property restoration industry.
“Trust is everything in this business. Be visible, active in your community, and committed to providing top-quality service,” Ortiz said.
Get Franchise Training and Support With PuroClean
Ortiz believes PuroClean Franchise Owners and their teams have earned their reputation as The Paramedics of Property Damage®.
“We show up when people need us most and work tirelessly to help them return to normal as quickly and stress-free as possible,” he said.
If you’re committed to helping your community and creating meaningful impact in the property damage restoration industry, take the first steps towards becoming a PuroClean Franchise Owner by downloading a free information kit today.