When it comes to franchise marketing, there’s no one-size-fits-all solution. The right strategy depends on your brand, your target buyer, and how quickly you want to grow. At FranLift, we’ve found that most franchisors rely on three primary marketing options — each with unique advantages, costs, and close rates. Understanding these options will help you build a smart, cost-effective franchise marketing strategy that actually converts.
1. Social Media Marketing
The first and most popular franchise marketing option is social media marketing. This approach uses platforms like Facebook, Instagram, and LinkedIn to attract potential franchise owners through targeted ads and strategic campaigns.
Many franchisors work with digital agencies such as TopFire Media, Scorpion, or FranLift Marketing Partners — firms that specialize in generating franchise development leads rather than just general consumer awareness. These agencies understand the nuances of appealing to franchise buyers and can build campaigns designed to produce real conversations, not just clicks.
However, beware of marketing companies that lean heavily on buzzwords like “look-alike lists.” Nearly every agency uses that term today, but few can explain how it actually translates to franchise buyer intent. Always ask for references from active franchise brands and confirm they’ve had measurable success in franchise development — not just in general advertising. Some of the biggest names in the space have surprisingly few true franchise growth case studies.
At FranLift Marketing, we’ve found that close rates for social media leads depend primarily on two factors:
-
How well the ads are crafted and targeted
-
How quickly the marketing team can analyze and adjust campaigns
Typically, social media franchise campaigns close around 1 out of every 100–200 leads. When executed correctly, it’s a scalable, data-driven, and effective way to expand your brand’s reach and attract qualified franchise owners.
2. Franchise Portals
The second franchise marketing method is using online franchise portals such as Franchise Gator and Franchise Opportunities. These platforms list hundreds of franchise brands, allowing buyers to browse and request information directly.
While this sounds appealing, the downside is lead quality. In most cases, a potential buyer may click on one specific franchise but ends up being contacted by a dozen others they never wanted to hear from. Every one of those additional franchisors paid for that same unqualified lead.
Because of this shared lead environment, close rates from franchise portals average around 1 out of 400 leads. They can be a part of a broader marketing mix, but they rarely perform well on their own for serious franchise growth.
3. Franchise Brokers
The third and often most effective franchise marketing channel is partnering with franchise brokers. Networks like FranChoice, IFPG, and The Entrepreneur’s Source (TES) connect qualified buyers with franchise brands that fit their goals, lifestyle, and budget.
Advantages
The biggest benefit of working with a broker group is lead quality. Franchise brokers typically present brands only after understanding what the buyer is truly looking for. As a result, close rates average around 1 out of every 20 leads, far higher than any other marketing method.
Drawbacks
The main drawback is cost. Broker commissions are expensive — often $30,000 per closed deal, and in some cases, even more. However, for the right brands, brokers can be worth every penny.
When Brokers Are Essential
Franchise brokers are especially valuable for what we call “non-sexy brands.” These are businesses that buyers rarely search for but can be phenomenal ownership opportunities — such as dog-poop scooping, mobile home maintenance, or commercial cleaning.
A buyer might never click an ad for a pet waste removal company, but when a broker presents it as a business with repeat customers, low overhead, and strong recurring revenue, that same buyer may recognize it as a perfect fit. Brokers sell the value first — and that makes all the difference.
Creating the Right Franchise Marketing Strategy
No matter which combination of franchise marketing options you choose, one thing is certain: marketing is expensive. For most emerging brands, the average cost per franchise acquisition is $15,000–$20,000. That’s why having a thoughtful, data-driven marketing plan is essential to success.
Whether you rely on social media, portals, broker networks, or a combination of all three, make sure you:
-
Track your cost per lead and cost per deal
-
Partner with teams who understand franchising
-
Constantly refine your approach based on real data
Choosing the right franchise marketing partner can mean the difference between slow growth and national expansion.
If you’re ready to evaluate your options and see which marketing strategy best fits your franchise brand, reach out to FranLift — your partners in franchise growth, marketing, and success.
