Window Genie Franchisees David And Jennifer Flax Of Atlanta Amazing Comeback Story

The High: Back in 2008, David Flax had it made. He had a multi-million-dollar executive recruiting business with swanky offices in downtown Atlanta. Every six months, he got himself a new Porsche. His wife Jennifer cared for their two children in a 7,800-square-foot home. They had savings, and considerable real-estate investments. "I was only 43. Things were great, and I thought I was happy with my career."

The Low: Then the market crashed. "We went three months in a row with zero revenue." Flax paid the company's monthly overhead of $50,000 from his savings. He and his employees began working from home and limped along, but in 2010, he conceded defeat, selling off his customer list for next to nothing. His real estate went into foreclosure, and on what he calls the lowest day of his life, he moved into a rental. Carrying the boxes in, "I cried like a baby. I had lost my home. Our house. I'd gone from being a millionaire to being unsure about how I could provide for my family."

Although he was trained as a CPA, "I hadn't worked in that field for 20 years, so no one would hire me. And while I had been a very good recruiter, the market was still terrible. I knew I couldn't make enough to support us."

The Worst Days: "The hardest part was what was happening between my ears. I managed to get out of bed each day, but barely. I was completely deflated." His confidence shattered, Flax was reluctant to start a business from scratch, and began researching franchises. When he found Window Genie, a residential and commercial cleaning company, Flax and his wife decided it was just what the Atlanta market needed; Jennifer would go back to work helping to launch the business. "My wife was such a rock through all of this. She's been through heaven, hell and beyond with me."
The Big Leap: "I had been paying our bills out of my 401(k), and I wrote Window Genie a check for the last of it-$65,000," he recalls. "It left us with just $700 in the bank." Since then, he and Jennifer have worked tirelessly to build the business and still make time for their kids, now 13 and 10. To find the nerve, Flax says he thought about his personal hero. "My grandfather was a Holocaust survivor, and came to the U.S. with his wife, daughter and $5 in his pocket. But he eventually owned his own home and business, and lived until he was 95. I still miss him."

Ah! Success! The Flaxes' business is currently the company's fastest growing franchise, with a staff of 10 and $700,000 in revenues. "Next year, I hope to make $1 million," he says, "which would be a first for the company." These days, Flax drives a Subaru Outback, covered with the company's signature Genie wrapping. Jennifer drives a Hyundai. "But I'm happier than I've ever been."

Here's what his comeback has taught him:

Lean on your spouse "We balance each other really well. The things that make me depressed or sad or frazzled don't bother her, and vice versa."

Focus on your strengths "It's helped me to realize that what I do best, and what I thrive on, is building a business, especially with advertising and marketing. That's where I'm most effective."

Leave work at work "Early on, I wanted to talk about our new business 24/7, and Jennifer would get upset. It took a conscious effort, but now when we get home, we don't talk about the office. We focus on our family."

Biggest difference "This job is easier. As a recruiter, I might make $20,000 or $30,000 for a placement, but I never knew where the next deal was coming from. I made dozens of cold calls a day, and I didn't realize how hard that was on me. Window Genie has an average invoice of $250, but a very high repeat business."

Nicest surprise "How much I like it."

Franchise Ranking History
Franchise 500: #195 (2014), #190 (2013), #407 (2012), #499 (2011), #485 (2010),
Fastest-Growing: #72 (2014), #40 (2012),
Top Home-Based: #51 (2014), #44 (2013)

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