In the male-dominated field of restoration, two sisters are making waves with their unique approach to business. Brooke Yobo and Lindsay Keyser, owners of DRYmedic of Lakewood Ranch, FL, are bringing a fresh perspective to the industry, combining their corporate experience with a deep-rooted sense of empathy and understanding.
From Corporate America to Restoration: A Leap of Faith
Brooke and Lindsay's journey into the restoration industry is a testament to their courage and vision. Leaving behind successful careers in corporate America, they embraced the challenge of running a DRYmedic franchise, opening their doors in February 2025.
When asked about their decision to enter a new industry, Brooke shared, "As we enter a service industry and the restoration industry, we're learning the trade. There is a huge learning curve, and we are constantly asking, “What do we not know that we don't know?'"
Despite the challenges, the sisters saw immense potential in the restoration industry. "I think the potential benefits and growth far outweigh our concerns," Brooke added. "There's a huge opportunity to impact our community. There are great potential margins, and we get to serve our state here in Florida."
The Power of Sisterhood in Business
One of the unique aspects of this DRYmedic franchise is the partnership between Brooke and Lindsay. As sisters and best friends, they bring a special dynamic to their business.
Brooke emphasized the benefits of their partnership: "I think we've teamed up pretty well. It's been helpful to go into business and not be alone. There's a huge benefit to bouncing ideas off someone and asking questions with someone you trust."
This close-knit relationship extends beyond just the two of them. As active community members and strong followers of Christ, they bring their values and integrity into everything they do. Their children are being raised to be best friends, mirroring the strong bond between Brooke and Lindsay.
Women in Restoration: A Fresh Perspective
In a traditionally male-led industry, Brooke and Lindsay bring a unique and valuable perspective. Lindsay explained, "As moms, we primarily run the function of the home. If we've had a situation happen at home, we're usually the ones managing it. It can be intimidating sometimes."
Their approach has already made a difference. Lindsay shared an experience with their first client, a single woman who felt completely at ease leaving her house key with them. "We want our customers to feel safe with us. If we continue to hear from people like that, it would be very fulfilling," Lindsay added.
The DRYmedic Restoration Advantage
While starting a business in a new industry comes with its challenges, the sisters found invaluable support through the DRYmedic franchise network. They praised the initial training program and the ongoing support from the DRYmedic team.
Lindsay highlighted the importance of the training: "The training we did up in Michigan was so important and helpful. Ben [Gergis, Vice President of Operations, DRYmedic] is just phenomenal. He has boots on the ground, and he's still very much in the day-to-day of running a restoration franchise."
The sisters also emphasized the value of the network of DRYmedic franchise owners. "It's been wonderful to partner with other new franchise owners in the network," Lindsay shared. "We talk daily with the franchisees in Alpharetta, GA, and Grand Rapids, MI, because we're in a similar stage of business."
Measuring Success: Beyond the Bottom Line
For Brooke and Lindsay, success isn't just about financial gains. They have a holistic view of what it means to run a successful business.
Brooke outlined their measures of success: "Outside of monetary success, we would like to see steady growth. There's also the aspect of retaining our team and creating a business where everyone loves being here."
Customer satisfaction is also a key metric for them. "We want our clients to leave us five-star reviews because they've never worked with a home services business like ours before. We want them to notice that something is different," Brooke added.
Advice for Aspiring Franchise Owners
Drawing from their experience, Brooke and Lindsay offered valuable advice for those considering franchising as a path to business ownership.
Lindsay emphasized the importance of realistic expectations: "I don't think we came into this business thinking it would be easier because it's a franchise. Buying into a franchise does not automatically make you successful. We took on this business as our own, knowing we have to figure things out and work just as hard as the original business owners to get the business going."
Brooke added a note on the importance of alignment: "For a prospective franchise owner, you have to think about what you want. What do you want, and does this opportunity fulfill what you want? This isn't for everyone, and it may not meet your needs."
She concluded with an inspiring message: "I have a note card in my office that says, 'Faith is spelled RISK.' You can't have faith unless you take risks. We can't be rewarded in huge ways unless we take risks. Our other alternative is the mundane, the same thing that we've always done. It feels safe and good, but safe is not always what's best for us."
Brooke and Lindsay's journey with DRYmedic is a testament to the power of determination, sisterhood, and faith in business. Their story serves as an inspiration for women looking to make their mark in male-dominated industries and for anyone considering the path of franchise ownership.
As they continue to grow their business and serve their community, Brooke and Lindsay are not just restoring homes - they're reshaping the restoration industry, one interaction at a time.
Follow the links below to learn more about DRYmedic Restoration:
