Franchise lead generation is the process of generating inbound inquiries about a franchise with the goal of turning that interest into the sale of franchise unit(s). Turning those leads into sales is the primary goal of sharing proprietary data from Franchise Insights. This includes tips on maximizing initial contact, to understanding the lifetime value of leads, and overcoming the obstacles introduced by Apple’s well-intentioned email privacy and mobile app tracking transparency initiatives.
There is also feedback from actual franchise prospects on the franchise sales process.
Franchise leads come from paid, owned and earned media sources. Paid sources include search engine marketing, social media advertising, and franchise directory websites or “portals”, which play an important role in the research and discovery process leading to franchise ownership.
Key “owned” sources included the franchisor’s own development website, and referrals from existing franchisees and employees. Data show that a significant source of “bonus” referral leads follow inquiries on franchise directory websites.
Examples of “earned” sources include media mentions, articles and social media posts. Search engine results pages (SERPs) for key search terms are highly valuable, given their role in the search process of persons researching franchises.