We focus on attracting top-performing franchisee talent

OUR APPROACH

Our franchise development professionals see themselves as protectors of the integrity of the brand and corporate culture. They're not just looking to sell franchises — they are looking to recruit top-performing people to the organization, set them up to achieve their goals, and make the brand stronger as a result.

Image

A franchisor's success is directly linked to the quality and performance of the franchisees the brand attracts. Top-performing franchisees pay the most royalties while consuming the least amount time, money, and energy in franchise support. Conversely, underperforming franchisees contribute the least revenue, yet consume much more time, money, and energy.

Top-performing franchisees are also happier.

By using digital lead generation tactics to attract strong candidates, and then qualifying those candidates to make sure they are well-positioned for success, and recruiting top quality franchisee talent, FPG helps franchisors and franchisees succeed together. Over time, this helps boost average sales volumes. It also increases the odds that when new candidates talk to your existing franchisees, they'll be talking to a happy and successful owner.

Image

FPG includes a full digital marketing agency

that specializes in franchise recruitment, and uses modern marketing tools to help brands reach more buyers — not just leads. 

Our toolkit includes:

  • Google advertising (display, CPC and retargeting)
  • Bing advertising (CPC and retargeting)
  • Facebook advertising (display and retargeting)
  • LinkedIn advertising (sponsored content, InMail, and conversation-based ads)
  • Search Engine Optimization (SEO)
  • YouTube advertising Streaming Channel ads (Hulu, Pluto, Tubi, etc.)
  • Programmatic advertising Geo-targeting
  • Geo-targeting
  • Geo-fencing
  • Geo-framing
  • Copywriting
  • Video production
  • Lead nurture emails and texts
  • E-blasts
FPG will analyze your brand, buyer archetype, goals and budget to determine what platforms from this listing should be used and how.

Lead generation is easy

One of our core services is franchise lead generation, so you may be surprised that we say lead generation is easy. That's because it is. Deal generation, however, is where the real art form lies. 

There are many franchise industry vendors who can shovel leads at you all day long. Generating qualified leads is harder. That's what we specialize in. We take the time to learn your brand's culture and business model to understand your top-performing franchisees. From there, we build a profile of the people you want to attract to your brand.

Our entire process is designed to bring in top-performers. There are about 2 million franchise leads generated each year, but only 13,000-20,000 buyers. Our goal, from a franchise lead generation perspective, is to help brands increase the number of qualified candidates turning in franchise applications. We combine content strategy with data tracking to understand which leads are most likely to become deals and which marketing channels are most likely to generate valuable leads — and which marketing channels are just spending money with little-to-no bottom line return.

It's easy to get a ton of leads if quality doesn't matter. But of course it does. That's why we focus on applications.

Franchise recruiting rather than franchise sales

According to FranConnect's Franchise Sales Index report for 2020, the average franchisor converts less than 2% of their leads into franchise applications.

For FPG, it's about 10%. Part of our success is due to smarter lead generation. Part is due to our consultative approach with franchise candidates.

Here's a secret: Nobody in the history of the franchise industry has ever sold a franchise. Great franchise "sales" people simply find people who have a dream and point them toward a predictable way to make that dream a reality.

We work with candidates to determine if their dreams are aligned with what your brand can predictably deliver. If there's a match, we help them understand what it takes to win within your brand and help them ensure they are properly resourced to achieve their goals.

We take a data-driven approach to managing recruitment pipelines, using consistent processes and marketing automation at each stage of the journey. This helps us spot opportunities to refine our tactics, create additional resources, and improve performance.

For a brand with a lot of first-time business owners, this might mean creating an eBook specifically catering to their concerns.

For a brand focused on converting existing business owners or attracting multi-unit franchisees, this could mean setting up a Q&A with the president or CEO so high-value franchisees can access the leadership team earlier in the sales process.