‘Reclaiming’ Grand Avenue through retail
U.S. Women’s Disc Golf Championship coming to Manitowoc County
June 3, 2024
APPLETON – Travis Korth said his career journey has taken him from corporate sales and suits to an entrepreneurial endeavor with most of his work outdoors – and he couldn’t be happier.
Korth is the owner of HydroWash, a window washing business he established last November.
The Appleton native said he had worked in the apparel promotional world for a long time but was ready to pursue his own business.
Korth said he got started slowly – doing it on the side while maintaining his full-time job before going “full force” in March.
“I (took) a pretty big leap of faith to pursue my own business of residential and commercial exterior cleaning full-time,” he said.
Choosing this business in this industry is something Korth said he settled on only after extensive research.
He said his initial criteria for a business – find an opportunity that allowed him to spend time outside doing something to help people.
“I wanted to provide a service, and nobody really likes to wash their windows, but I love it and love being outside,” he said. “I also love talking to people, which I still get to do while providing services to people who need them.”
Korth said he credits the support of friends and family for getting the HydroWash name out there for window washing – his specialty – but also so much more.
Already on-site at a home or commercial property, he said customers may choose to tap into his other services – such as pressure washing driveways, walkways, sidewalks and decks; soft wash the house; and clean out the gutters.
One of his most popular residential packages, Korth said, offers once-a-month thorough mowing, trimming, edging and weed pulling complemented by window washing and soft washing of the house twice a year.
“A couple of people asked about gutter cleaning, and since I’m on the ladder already, it’s not hard to do the gutters, too,” he said.
The same, Korth said, goes for holiday lighting installation – something he now offers as a result of customer requests.
“I can design backyard lighting with string lighting and do holiday lighting with the ability to hang traditional Christmas lights or even install permanent lighting,” he said. “The main draw is (seasonal) installation with people who don’t necessarily want to get on a ladder in November to put the lights up. We can do that, remove them (after the holidays) and even store them. I consider us a complete exterior cleaning and maintenance company.”
If customers want permanent outdoor lighting, Korth said he works with an electrical contractor to coordinate those services.
It’s all about the little things
Korth said it’s important to note that equipment matters and pressure washing is not a one-size-fits-all approach to cleaning.
Though he uses pressure washing for things like driveways and patios, he said he also employs the use of a surface cleaner that spins the dirt off.
And more importantly, when it comes to a home’s siding, Korth said he uses “soft washing.”
“High pressure would leave streaks wherever the line goes with the pressure, and it’s safer for the (material to use soft washing),” he said. “We apply chemicals to break up the dirt, let it sit for five to seven minutes and then wash it off.”
Korth said his current customer base is about 60% residential and 40% commercial, and he continues to build on business each time he schedules a job in a given neighborhood.
About a week in advance of an appointment, he said he sends letters or postcards to the homes within about 300 feet of a property that has a scheduled service to promote HydroWash.
Korth said he also finds that once he’s at a site doing the work, neighbors inevitably approach him or he introduces himself.
“A lot of times, I say ‘hi’ and introduce myself when at a house as neighbors get curious,” he said. “They start watching as I clean windows and ask questions.”
On the commercial side of the business, Korth said he currently does a twice-weekly route to clean storefront windows.
At the first appointment, he said he cleans the exterior and interior of a storefront’s windows and then sets up a cadence that fits each particular business – typically weekly, biweekly or monthly. At those follow-up appointments, Korth said he cleans the exterior of the windows and touches up the interior as needed.
HydroWash’s service, he said, is inclusive – meaning it includes cobweb removal, sidewalk pressure washing, facade soft washing and window cleaning.
“The more inviting a storefront can be, the more customers will want to come in,” he said. “And cleaning does that for such a small investment.”
A wide radius
Korth said he works within about an hour’s radius of Kimberly, from which he operates the business out of his home’s garage.
However, he said large projects or cleaning opportunities for a few households in a given neighborhood may take him a bit farther.
On the commercial side, Korth said he recognizes there are some great companies in the area delivering similar services – but said he distinguishes himself by being family-owned and providing a personal touch.
He said he promises the service will be performed the way the customer wants or he will return and fix it.
“If you call me, I’ll come back to fix it,” he said. “It might take a day or two, but I will come back. I like to walk around the property with the homeowner at the end of a service to make sure it’s what they want.”
Korth said he also prides himself on offering an honest quote upfront and committing to it.
He said he recalls a home on which he quoted 20 windows after looking it up on GoogleEarth, only to find and clean 22 windows.
“I miscounted the number of windows, but I committed to the price – so, I didn’t bill the customer more because I made a mistake,” he said.
Korth said he also honors his appointment times, and if for some reason he is running behind, he calls to let the customer know.
That, Korth said, in addition to the appeal of the convenience and thoroughness of his services, have made HydroWash a regular visitor to an increasing number of homes and businesses.
“It’s a big thing for the residential side – older people don’t necessarily want to climb ladders anymore, and others find that doing things around the house, like window washing, drains them for the rest of the weekend,” he said. “That’s where I come in. A family can go to their kids’ soccer games or baseball tournaments on the weekend and come home Sunday evening and not face these chores.”
Hard work, but worth it
Korth said many customers don’t realize just how dirty their windows are until they have them cleaned.
Families, he said, often reach out to clean windows, patios and decks in advance of parties.
Korth said he also works with a rotation of realtors who seek his services for showcasing homes’ curb appeal.
The business, he said, is growing faster than he ever imagined, and anticipates hiring team members soon.
Korth said he credits following an old adage for that growth.
“I was always told, even early on, that if you take care of your customers, they will take care of you,” he said. “If you stop worrying and do the little things right, the money will come. My focus every day is to do the little things right.”
Korth said it has been, and continues to be, a learning curve – both as an entrepreneur and as a window washing business owner.
Continuing to educate himself on the industry and finding a reliable accountant, he said, have been two important aspects of his success.
“There have been a lot of surprises along the way, including a lot of legwork to get a seller’s permit, register with the state, etc.,” he said. “I did a lot of trial and error with equipment and cleaning products for six months before starting the business, so we could do things properly.”
Korth said HydroWash offers free estimates and free plan creation, as he wants to provide services people need, but not oversell.
He said he enjoys watching his three kids watch him enjoy what he’s doing, as well as customers’ reactions to his work.
“It’s awesome to see their reactions when they come home and the joy I can bring them,” he said. “I’m excited to keep growing.”
