Grasons Estate Sales

# Grasons Estate Sales Franchise Intelligence Report

## Executive Summary

Grasons is the leading estate sales and business liquidation franchise with 60 locations. The $66K-$108K investment is accessible, and franchisees report dramatic business growth after joining the system. Part of Evive Brands, Grasons benefits from corporate infrastructure while serving a growing market driven by aging demographics. Strong franchisee testimonials and comprehensive training support.

## The Business

Grasons manages estate sales, downsizing, and business liquidations. Services include inventory assessment, pricing, staging, marketing, and conducting multi-day sales events. Revenue comes from commission on sale proceeds (typically 35-50% depending on sale size). The franchise serves families managing estate transitions, seniors downsizing, and businesses liquidating assets. Founded 2013 by Simone Kelly, franchising since 2014.

## The Numbers

- **Total Investment**: $66,000 - $108,000 - **Franchise Fee**: $49,900 (multi-unit and veteran discounts available) - **Royalty**: 6.5% of gross sales (minimum $500-$1,000/month escalating) - **Brand Fund**: 2% (minimum $250/month) - **Local Marketing**: $750-$1,000/month - **Digital Marketing Fee**: $7,500 (one-time for 5-6 month campaign) - **Contract Term**: Not specified - **Units**: 60 franchised (0 corporate)

## System Health

Growing and well-positioned. The system has expanded to 60 locations, all franchised. Now part of Evive Brands, providing corporate resources and growth capital. The estate sales market benefits from structural tailwinds: aging population, Baby Boomer downsizing, and increased mobility. Economic turbulence can actually increase demand for liquidation services.

## Franchisee Experience

**Exceptional testimonials:** - "Since I have purchased my Grasons Co Franchise I have not only quadrupled my Estate Sale business... I am able to support my family, 2 kids in college and have now purchased a 2nd location." - "We can perform sometimes 2-3 sales a week with ease in both locations. We have been performing estate sales under the Grasons brand for just 1 year." - "The training, support, marketing and knowledge from our entire Grasons Family is amazing and really makes me feel I am part of something larger than just me."

**Training program:** - Week-long training at Southern California HQ - Estate sale management, inventory, pricing, marketing - Office and field experience - CMS platform training for leads and operations - Ongoing dedicated support with regular check-ins

**Customer reviews:** - "Really great company" - "very professional and friendly every time"

## Risk Assessment

**MODERATE**: Event-based revenue - income depends on booking and executing sales events

**MODERATE**: Labor intensity - estate sales require significant hands-on work

**LOW**: Market tailwinds - aging population drives growing demand

**LOW**: Counter-cyclical elements - economic downturns can increase liquidation needs

**LOW**: Low investment - $66K-$108K limits downside risk

**LOW**: Proven system - franchisees report significant business growth

## Competitive Position

Grasons is the leading franchise in the estate sales category. Competition comes primarily from independent estate sale companies and auction houses. Grasons differentiates through:

- National brand recognition and marketing - Comprehensive training and support - CMS platform for operations - Evive Brands corporate resources - Multi-revenue stream opportunities (estates, businesses, downsizing)

The fragmented nature of the industry creates opportunity for a systematized franchise approach.

## Validation Questions

1. What's your average commission rate and how does it vary by sale size? 2. How many sales do you typically conduct per month? 3. What's your team structure and staffing model? 4. How long does it take to build a steady sales pipeline? 5. How do you compete with established local estate sale companies? 6. What's the breakdown between estate sales vs business liquidations? 7. How has the digital marketing program performed for lead generation?

## Data Gaps

- Specific Item 19 financial performance data not publicly detailed - Commission structure ranges not specified - Staffing requirements and costs not disclosed - Geographic performance variation not analyzed - Closure rates and franchisee turnover not published

## Verdict: STRONG

Grasons offers a compelling opportunity in a growing market with strong franchisee testimonials. The $66K-$108K investment is accessible, and multiple franchisees report dramatically improving their business after joining. The aging demographic provides structural tailwinds, and the Evive Brands affiliation provides corporate support. Best suited for operators who enjoy people, sales, and can manage the logistics of conducting estate sale events.