Episode 200 of the Laundromat Resource Podcast features an in-depth interview with Brian Bassil, a multi-store owner who has achieved impressive results in smaller markets and with right-sized operations. Hosted by Jordan Berry, this milestone episode is brimming with insights directly applicable to both new and existing laundromat operators.
Below, we highlight the most impactful lessons from Brian’s journey, unpack how these can drive meaningful success for laundry entrepreneurs, and provide actionable steps to help you implement these strategies in your own business.
Lesson 1: The Power of Fast, Informed Action
Insight:
Brian’s entry into laundromat ownership exemplifies how acting quickly on solid analysis can secure great deals in a competitive market. He discovered his first laundromat listed on the MLS and jumped into action immediately, seeing it the next day, doing due diligence (including a water analysis), and making an offer within a week. Later, he notes he would have lost the opportunity had he delayed, as multiple buyers were interested.
Impact for Laundry Professionals:
“Analysis paralysis” is a common trap, especially with higher price tags and business risk. Brian’s approach proves that speed, coupled with a methodical vetting process, gives you the upper hand—particularly when laundromat listings are rare and desirable locations are snapped up quickly.
Action Steps:
Systematize Your Analysis: Have a checklist and supporting tools (e.g., water/submeter analysis, demographic studies) ready, so you move fast when an opportunity appears.
Build Relationships with Real Estate Agents: Make sure you’re on call lists for new listings, especially in your target markets.
Be Prepared Financially: Secure pre-approvals or establish collateral you can leverage quickly if an asset falls short in appraisal.
Default to Action: If the numbers check out and you hit your comfort threshold, put in the offer. You can always do deeper diligence during escrow and back out if needed.
Lesson 2: Right-Sizing for Your Market (Small Store, Big Profits)
Insight:
A major theme is Brian’s embrace of smaller laundromats—some with just 10–15 machines. He doubled revenue quickly at his first location and now operates multiple small stores in his local area, at least one making over $18,000/mo. He contrasts this with the “go big or go home” trend but illustrates that, in many communities, right-sized (“small”) stores are the real goldmine.
Impact for Laundry Professionals:
Big-box stores don’t fit every demographic or geography. Small, well-situated, and efficiently run stores can be less risky, demand less capital, and offer faster returns. This is especially relevant in smaller markets where mega-laundromats would be oversupplied.
Action Steps:
Match Store Size to Community Needs: Use demographic reports and competitive analysis to tailor your store footprint.
Start Small, Scale Smarter: Consider multiple smaller locations instead of one massive buildout to spread risk and reach more neighborhoods.
Focus on Quality, Not Just Quantity: Cleanliness, advertising, and a strong local presence can draw far more revenue per square foot than simply adding washers.
Lesson 3: Strategic Modernization and Marketing
Insight:
Brian rapidly revamped his first laundromat with simple but highly effective updates: replacing top-loaders with used (but better) machines, repainting (just plain white!), and giving the building a fresh, clean look. Equally important, he established Google and Facebook presences, ran targeted ads, and used creative approaches like distributing branded pens at local restaurants—low cost, high frequency brand reminders.
He reports that improved visibility and strong Google reviews drove most new customer flow, with Facebook being icing on the cake. Even small touches (e.g., QR codes for reviews) amplified his results.
Impact for Laundry Professionals:
Modern marketing—especially Google (local search/maps) and curb appeal—drives real, measurable business. Many laundromats are virtually invisible online or appear neglected in person. Simple, low-tech improvements (paint, signs, review prompts) can set you apart instantly.
Action Steps:
Audit and Improve Your Curb Appeal: Sometimes a fresh coat of neutral paint and new signs “relaunch” a tired business.
Claim and Maximize Your Google My Business Listing: Encourage reviews (use plaques or QR codes on site) and respond to all feedback.
Invest in Local Online Ads: Run cost-effective Google and Facebook ads focused on your core services.
Get Creative with Grassroots Marketing: Distribute branded pens or promotional items at nearby high-traffic businesses and community spaces. Consider adding promo codes for in-store discounts.
Lesson 4: Leverage the Right Payment Technology
Insight:
With his new builds, Brian went all-in with card-only systems (specifically Laundry Works), despite common industry apprehension. His experience? Card systems are more convenient for both owner and customer, improve reporting/visibility, cut out coin jams or collection headaches, and “float” (unused prepaid value) provides added financial benefit. Despite concerns, almost no customers left because they couldn’t use quarters.
Impact for Laundry Professionals:
Payment tech should serve business owners by saving time, reducing theft and mistakes, enabling promotions, and making collections more predictable. The transition to cashless (or hybrid) is especially important as consumer payment preferences shift and labor challenges persist.
Action Steps:
Evaluate Your Community Readiness: In most areas, card (or hybrid) is increasingly acceptable. Gather customer feedback, but don’t be deterred by vocal minorities who resist change.
Prepare Your Rollout: Order enough cards and train staff to walk customers through the new system.
Use Float as a Benefit: Monitor growth in leftover balances and factor this into system costs or ROI.
Advertise Your Modern Payment Options: This can be a differentiator—showcase ease of use in your online ads and in-store signage.
Lesson 5: Creative Staffing & Strategic Partnerships
Insight:
Instead of traditional payroll attendants, Brian engages “wash and fold partners.” In exchange for running drop-off services from his stores, these partners clean, assist self-serve customers, and provide a constant presence—all without compensation from Brian. Profits from wash-dry-fold are theirs, coin/card revenue is his—a win-win that reduces labor costs and boosts service quality.
Impact for Laundry Professionals:
Staffing is among the most complex parts of running a laundromat. This “partner” approach can be a game-changer, especially for smaller stores or owners averse to the headaches of direct employment—so long as you select great partners.
Action Steps:
Recruit Trusted Partners: Look for responsible, entrepreneurial individuals in your community. Family and referrals can work especially well.
Structure the Deal Clearly: Define responsibilities and financial arrangements to avoid misunderstandings.
Monitor and Support Consistently: Provide training and maintain high standards, as bad partners can tarnish your business brand and customer experience.
In Conclusion
Brian’s experience—moving fast, right-sizing stores, marketing savvy, embracing technology, and leveraging creative partnerships—offers a proven, scalable recipe for laundry businesses of almost any size or market. Small town or big city, brand new startup or turnaround project, these lessons have the power to reshape your approach and drive both profit and satisfaction.
Key Takeaway:
Default to action, keep it simple, and focus on the essentials—location, cleanliness, visibility, and people. In a business where “boring” can mean “profitable,” Brian’s example is both refreshing and inspiring.
Next Steps for YOU:
Review and update your store’s curb appeal and Google presence.
Plan your approach to next-gen payments.
Consider creative partnership structures for staffing and value-add services.
Set up your “deal analysis toolkit” to move quickly on new opportunities.
Start SMALL if you’re new—and scale WISELY.
Turn inspiration into action this week. Your next level is one good decision away!
