If you’re looking to grow your franchise system, understanding franchise sales, where franchise buyers actually come from, and which strategies consistently convert is critical. Many franchisors assume franchise sales will come from Google searches or trade shows… but the reality of modern franchise sales looks very different.
Here at FranLift, we work every day in the world of franchise sales, helping emerging and established brands improve their franchise sales process, increase franchise sales lead flow, and close more franchise buyers. After years of testing what works and what doesn’t, we’ve learned exactly how today’s franchise sales truly happen — and where the best franchise buyers come from.
Below is a conversational, transparent guide to improving your franchise sales strategy and building a franchise sales system that actually works.
1. Franchise Portals: Still a Foundational Tool in Franchise Sales
Franchise portals play a predictable role in franchise sales because they generate steady, scalable lead flow. They’re a staple in most franchise sales strategies, especially for emerging brands.
Portals generally produce inexpensive leads, but converting those leads into actual franchise sales typically requires volume and follow-up. For most brands, it takes $15,000–$20,000 in portal and digital marketing spend to produce enough leads for one new franchise sale.
Top Franchise Portals for Franchise Sales
Franchise Gator
https://www.franchisegator.com
High-volume leads and widely used in franchise sales funnels.
FranchiseOpportunities.com
https://www.franchiseopportunities.com
A major player in franchise sales marketing with consistent traffic.
BizBuySell (Franchise Section)
https://www.bizbuysell.com/franchises-for-sale
Often produces strong franchise sales prospects due to its serious buyer audience.
Franchise Direct
https://www.franchisedirect.com
Good for global franchise sales expansion.
Entrepreneur.com Franchise Listings
https://www.entrepreneur.com/franchises
Trusted category that supports credibility in franchise sales.
Franchise.org (IFA)
https://www.franchise.org
Helpful for validation and franchise sales legitimacy.
FranLift’s take:
Portals are foundational in franchise sales, but they rarely produce your highest quality franchise buyers. They are best as an early-stage franchise sales lead source.
2. Franchise Brokers: The Highest-Quality Source in Franchise Sales
When franchisors evaluate where their most successful franchise sales came from, franchise brokers almost always top the list. Broker networks are designed specifically for franchise sales, and they excel at matching the right buyers to the right brands.
The Real Costs of Brokers in Franchise Sales
Brokers operate on a pay-for-performance franchise sales model.
When a broker’s candidate signs a franchise agreement, the franchisor pays a finder’s fee of $30,000 or more.
Because of these franchise sales commissions, most franchisors raise their franchise fee to $50,000–$65,000 to keep their franchise sales economics healthy.
Brokers help franchise sales by:
- Pre-screening buyers
- Ensuring financial qualification
- Coaching buyers through the franchise sales process
- Delivering high-intent, high-quality candidates
Top Broker Networks for Franchise Sales
FranServe – https://www.franserve.com
IFPG – https://www.ifpg.org
FranNet – https://www.frannet.com
FBA (Franchise Brokers Association) – https://www.franchiseba.com
The Entrepreneur’s Source (TES) – https://entrepreneurssource.com
FranLift’s take:
Brokers are one of the most effective franchise sales channels. They are expensive but consistently deliver buyers who convert into franchise sales.
3. Social Media: The #1 Discovery Engine in Modern Franchise Sales
Today’s franchise buyers rarely start by searching online for “franchise opportunities.” Instead, most franchise sales begin when someone discovers a brand on social media.
Social platforms accelerate the franchise sales funnel by putting your brand in front of ideal prospects long before they inquire.
Organic Social Media
- Inexpensive
- Authentic
- Builds early-stage franchise sales curiosity
Hiring a Social Media Firm
- Faster growth
- Consistent content
- Better creative
- Rule for franchise sales: Never sign longer than 6 months
FranLift’s cost insight:
Even with strong social content, most brands spend $15,000–$20,000 to produce enough leads for one franchise sale.
Your earliest franchise sales often come from raving fan customers. These leads are the highest quality — and completely free.
4. PPC: Rarely Worth the Money in Franchise Sales
Despite being heavily promoted, PPC rarely produces strong franchise sales results. Franchise intent searches are low volume, expensive, and rarely lead to serious buyers.
FranLift’s take:
Unless you’re a huge brand with a huge franchise sales budget, PPC is not an effective franchise sales channel.
5. SEO: Helpful for Research, Not for Franchise Sales Lead Generation
Franchisors often assume that ranking #1 for industry keywords will drive franchise sales. But this is almost never the case.
SEO Helps Franchise Sales With:
- Credibility
- Validation
- Research support
- Trust-building
SEO Does NOT Drive Franchise Sales By:
- Generating new buyers
- Creating franchise sales intent
FranLift’s take:
SEO is valuable for your franchise sales credibility, but don’t expect it to produce new franchise sales leads.
6. Trade Shows: No Longer Effective in Franchise Sales
Franchise expos were once a major franchise sales channel. Today, they’re expensive, slow, and rarely produce serious franchise buyers.
FranLift’s take:
Trade shows are one of the weakest franchise sales strategies available today.
Where Real Franchise Sales Come From Today
Based on years of franchise development experience, these are the sources that consistently produce actual franchise sales:
- Franchise Brokers – Highest franchise sales conversion rates
- Social Media Visibility – Largest driver of franchise sales discovery
- Franchise Portals – Best for steady franchise sales lead flow
- Customer Referrals – Often the earliest franchise sales
- PR & Press – Builds trust that accelerates franchise sales
- Brand Experience – People buy franchises they already love
FranLift’s Final Recommendations for Increasing Franchise Sales
Focus Your Franchise Sales Strategy On:
- Franchise brokers
- Consistent social media visibility
- Strong storytelling
- A transparent Item 19
- Clean franchise sales processes
- Portals as supplemental franchise sales support
Be Cautious With:
- PPC for franchise sales
- Long-term marketing contracts
- Franchise trade shows
- Relying too heavily on SEO
Budget Realistically for Franchise Sales:
- $15,000–$20,000 in marketing to land one franchise sale from portals/social
- $30,000+ broker commission for broker-originated franchise sales
- Franchise fee typically $50,000–$65,000 to support franchise sales costs
