Meet Diana Betancourth, the owner and CEO of Babco Services, a premier provider of janitorial concierge and building solutions. With over two decades of industry experience, Diana has established herself as a leader in driving growth and innovation.
Diana’s story started long before she imagined herself as a business owner. As a young immigrant from Colombia, entering the service industry was a way to build stability, but it quickly became a craft she took pride in. Even as she was learning the language and adapting to a new country, Diana recognized that excellence, humility, and consistency opened doors for her.
Over the past 25 years, she worked hands-on in nearly every aspect of residential building services: porter work, supervision, quality control, vendor communication, team training, and resident care. This experience gave her not only a comprehensive understanding of operations but also insight into the lifestyle expectations of luxury property residents. She developed a keen sense of what makes residents feel cared for and what property managers need in a reliable service partner.
Eventually, Diana realized she could build something better, something rooted in reliability, accountability, and integrity. That vision eventually became Babco Services, a company dedicated to elevating the residential living experience in high-end apartment communities.
Influence of Personal Values
Diana’s leadership is grounded in humility, a strong work ethic, and the belief that respect builds stronger teams than pressure ever will. Growing up in Colombia taught her resilience; immigrating to the U.S. taught her adaptability; and building a career in an industry where she had to constantly prove herself taught her discipline.
She leads with empathy because she has held every role her employees perform today. Diana understands the physical demands and the pride that comes from a job well done. That lived experience allows her to lead Babco not from the top down, but from a place of partnership, dignity, and fairness.
The Most Defining Moment
A defining moment for Diana came when a client left for a cheaper provider, only to return after realizing that Babco’s consistency, attentiveness, and standard of care were difficult to replace. The experience reinforced a lesson Diana already lived by: they don’t need to be perfect, but they must always be reliable, honest, and responsive.
It also strengthened Diana’s commitment to creating stable opportunities for her team. Many of Babco’s employees are women and heads of household, and Diana wants them to feel secure. If they work hard and bring a grateful attitude toward their community and this country, they deserve the chance to build a dependable future with Babco.
Importance of DEI
For Diana, DEI is about giving people the opportunity to grow, feel respected, and be part of something meaningful. Many members of her team are immigrants or women seeking stability and a real chance to succeed—something Diana understands deeply from her own journey.
“At Babco, we value effort, honesty, and teamwork. When people feel included and supported, they take pride in their work—and that pride directly improves the resident experience,” she explains.
Under her leadership, Babco prioritizes clear, people-centered practices that create real equity and opportunity. These include:
- Promoting from within whenever possible
- Offering bilingual communication and training
- Maintaining fair and transparent pay and expectations
- Supporting flexible schedules when family needs arise
- Creating predictable, stable jobs—especially for women and heads of household
These principles reflect Diana’s belief that when employees feel empowered and respected, they deliver exceptional service and build stronger communities.
The Distinguishing Factor
Babco stands out because Diana and her team’s sole focus is on luxury residential buildings. They understand the lifestyle, expectations, and daily rhythm of high-end apartment living. Rather than trying to be everything to everyone, they choose to specialize, which allows them to deliver consistent, personalized service that meets the unique needs of this niche.
Diana and her team also communicate openly, respond quickly, and support Babco’s employees with stable roles. She believes that when teams feel secure and valued, they bring pride and care into their work, and residents feel that from the moment they walk into the building.
Building Trust is Key
Diana and her team at Babco build trust through small, consistent actions: being on time, following procedures, checking their work, and fixing issues quickly. When something needs attention, they communicate honestly and address it right away.
“Our goal is not to pretend mistakes never happen. Instead, we focus on recovering fast and learning from them. That approach builds long-term trust with both residents and property managers,” Diana explains.
Major Shift in the Industry
Over the last two decades of her career, Diana has watched expectations rise. Luxury residential buildings now want more than clean spaces; they want a service partner who understands presentation, professionalism, and the overall resident experience. Comfort, consistency, and attention to detail matter more than ever.
She has also seen a shift in the workforce. Today, people are seeking stable, reliable jobs where they can grow and feel valued. That is why investing in long-term roles and employee development has become one of Babco’s key priorities.
Picture of the Future
Diana firmly believes that the future of the industry is moving toward cleaner, healthier, and more efficient solutions. She hopes to see more tools, products, and systems that make cleaning easier, faster, and more effective for Babco’s teams.
At the same time, Diana believes that the companies poised to succeed are the ones that take care of their people. When employees feel valued, supported, and equipped with better cleaning options, they create cleaner, safer, and more welcoming communities.
“Technology and eco-friendly products will help, but the foundation will always be people, people who feel proud of their work and secure in their jobs,” she says.
Looking ahead, Diana’s goal for Babco is steady, sustainable growth while preserving the heart and quality that define the company. A major part of that vision is continuing to create stable career opportunities for hardworking individuals, especially women who support their families.
