One of the biggest surprises for new franchisors is how long it really takes to bring on a new franchise owner. The truth? It’s rarely quick — and that’s a good thing. A well-paced process gives both sides time to build trust, evaluate fit, and make confident decisions.
Awarding a franchise is not about speed; it’s about structure. The brands that succeed long-term are the ones that take the time to get the process right.
Why Having a Process Matters
Every strong franchise brand follows a clear, repeatable discovery process. The reason is simple: it builds confidence. When a prospective franchisee sees that your process is organized and professional, it signals that your brand is solid and intentional.
A consistent process also shows you’re selective. You’re not begging for owners; you’re looking for partners who align with your culture. It’s a mutual evaluation — while you’re assessing them, they’re assessing you. The more buttoned-up your process, the more serious and trustworthy your brand appears.
Franchise Development Is About Recruiting, Not Selling
In franchising, the word “sales” doesn’t really fit. If you have to convince someone to buy a franchise, you’ll spend the rest of your relationship convincing them of everything else.
Think of your role as a recruiter, not a salesperson. You’re identifying people who already share your values and see themselves in your system. The first call should be a brand overview — an honest, thorough conversation about your history, leadership, operations, ideal owner profile, and where you see the brand heading.
After that, the dynamic changes. You provide information, they take action. Each step forward should be earned, not given.
Earning the Right to Move Forward
An effective discovery process has rhythm. You give some information, then expect engagement in return. That could mean completing an application, reviewing your Franchise Disclosure Document (FDD), or speaking with your senior team.
Only after a candidate has demonstrated genuine interest and commitment should they connect with your existing franchise owners. This approach respects your franchisees’ time and ensures that only qualified, serious candidates reach them.
A structured process doesn’t make things difficult — it makes them dependable. It helps you evaluate whether a candidate can follow systems, communicate clearly, and respect procedures. All of those are qualities that make great franchisees.
A Realistic Decision Timeline: 45–60 Days
On average, serious franchise buyers take 45 to 60 days to reach a decision.
During that period, they’ll have multiple conversations with your team, review your FDD, complete applications, and do their own research on the industry and your brand. They’ll often talk with current franchisees, check your online reputation, and analyze unit economics.
Even for complex business models, this 45–60 day window is enough for a motivated buyer to perform due diligence. If the process stretches much longer, it usually means the buyer has lost focus or momentum.
What Happens After They Decide to Move Forward
Once a buyer says yes, the next stage begins — funding and formalization.
They’ll need to form a legal business entity, sign the franchise agreement, and pay the franchise fee. If they’re paying cash, this can move quickly, often within a few days of their decision.
If they need financing, the timeline extends. Here’s a realistic range:
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0 days: If they’re using personal cash or liquid assets.
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30–60 days: Typical timeframe for buyers using Small Business Administration (SBA) funding.
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Up to 90 days: Not uncommon for more complex SBA loans or buyers juggling multiple funding sources.
Where things get confusing for new franchisees is that the SBA won’t fund a loan until the franchise agreement is signed and fees are paid. In other words, they must become franchisees before they can even apply for funding.
Naturally, this raises concerns: “What if I pay and don’t get approved?” It’s a valid question — and one you’ll need to help them navigate. The key is education. Explain the process early and prepare them for what to expect. Let them know this sequence is standard in franchising and that reputable SBA lenders handle it regularly.
Most deals that fall apart do so during funding, not before. The earlier you educate buyers about this stage, the fewer surprises and delays you’ll face later.
Why Timing and Communication Matter
A structured 45–60 day discovery period followed by a clear funding process builds credibility. It shows that your brand is organized, confident, and selective — and it gives serious candidates enough time to make a well-informed decision without losing interest.
Transparency is everything. Be upfront about timelines, fees, and financing realities. When candidates know what’s coming, they stay engaged and trust you more.
Final Thoughts
Awarding a franchise isn’t about closing a deal; it’s about forming a partnership. On average, expect a 45–60 day discovery process followed by 0–90 days for funding and final steps, depending on the buyer’s situation.
The key to success is structure. Define your steps, communicate clearly, and educate buyers early about what to expect. When your process is consistent and transparent, you’ll not only close more deals — you’ll attract the right kind of owners who trust your system from day one.
Your Brand. Lifted.
