From Real Estate to Franchising: Lessons from a Wallaby Windows Owner

Click Here To Listen to this podcast episode on Spotify

When Parker Pierson left the Naval Academy and became a Marine Osprey pilot, he didn’t expect his path would lead to window installations. Like many veterans, he chased freedom through entrepreneurship—first in real estate, then through franchising. His journey highlights the reality of business ownership: why systems matter, why cash flow kills, and why the owner—not the franchisor—determines success.

Why Wallaby?

After flipping 22 properties, Parker and his brother learned the hardest part wasn’t capital or deal flow—it was finding reliable contractors. That pain point shaped their decision. Initially dismissive of home services, they ended up choosing Wallaby Windows because:

• The customer experience matched what they wished they’d had as real estate investors.

• Average ticket size ($10K+) made growth more realistic than chasing $60 contracts.

• Installers were paid 3x market rate, improving quality and retention.

Other options like Soccer Stars and senior care had strong markets, but didn’t fit their skills or values.

Research and Red Flags

Their first attempt at franchising went nowhere- an inexperienced broker tossed irrelevant options. But with the right broker, the process worked: structured questionnaires, a narrowed list, and eventual fit.

Key takeaway: semi-absentee models are a myth. As Josh put it during the interview, “Almost all of those have collapsed or are being sued. If it sounds like you can sit back while money rolls in- it’s not real.”

Training and Systems

Wallaby’s training wasn’t about turning them into window experts. It was about setting up systems: vendor introductions, marketing providers, bookkeeping, contracts. That structure was more valuable than a week of classroom time.

Lesson: the franchise provides the framework, but you still have to run the business.

Cash Flow is the Real Enemy

Early on, Parker and his brother made a dangerous mistake: they let accounts receivable pile up. At one point they had $150,000 owed but couldn’t pay bills.

“That was the wake-up call,” Parker said. “Profitable businesses still fail if you don’t manage cash flow.”

It forced them to tighten collections, improve operations, and start hiring ahead of capacity.

Growth and Marketing

If there’s one theme, it’s offense over defense. The Piersons spend around $20,000 a month on marketing—TV, Google, LSAs, social, print. That makes them the top spenders in the Wallaby system.

The challenge: tracking ROI across multiple vendors. The benefit: market dominance in a region where competitors are either overpriced or low-quality.

Startup Costs and Financing

Wallaby projected ~$240K to get started. The Piersons launched with ~$220K pulled from real estate HELOCs and personal loans- no SBA. Monthly burn was around $15–20K, and the business became self-sustaining after three months.

They haven’t added outside money since.

The Veteran Advantage

When asked about veterans in business, Parker put it simply: “The mission is the mission. If something falls through, I show up and get it done. That’s the difference.”

Veterans also benefit from networks, collectives, and set-asides like 8(a) certification. But the main edge is reliability and accountability—the same traits drilled into service.

Advice for Buyers

• Stick with franchises that have 5+ years of history and at least 100 units.

• Validate with as many franchisees as possible. Ask for the good, bad, and ugly.

• Remember you’re the franchisor’s customer, not their employee.

• Don’t expect a business in a box. Success comes from execution.

Final Thought: Parker’s story is a reminder that franchising isn’t passive. It’s work. But with the right systems, discipline, and mindset, it can turn a lump of capital into a long-term wealth engine—or a high-value exit.

Need help finding a great franchise and doing due diligence?

That's where I come in- visit tracerfranchising.com to schedule a discussion with me, get tons of free resources, or get matched to franchises by AI in 5 minutes or less.