What is my brand actually worth when I sell my home-service company?

Brand shows up in a sale as goodwill: the part of the price a buyer pays above trucks, tools, and receivables because the phone keeps ringing without the owner in it. Buyers pay for a name they can keep, a review profile they inherit, a domain with ranking history, and a customer list that still responds.

To protect that value, trademark the name, hold the domain and every profile in the company's name rather than a personal account, keep the Google Business Profile clean and claimed, and avoid tying the brand so tightly to your own face that it collapses when you leave.

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