A Conversation With: Matt Kelton and Lorelie Brown of Showhomes

The coronavirus continues to have dire effects on businesses across the country, and the franchise industry is no exception. Franchisors across segments are strategizing new ways to support their franchisees, keep customers satisfied, help local communities and come out stronger on the other side of this crisis.

To that end, 1851 Franchise publisher Nick Powills and Charles Internicola, founder and partner of the Internicola Law* Firm, are covering the coronavirus and its impact on businesses through our A Conversation With webinar series.

In today’s morning webinar, Powills and Internicola spoke with Showhomes COO Matt Kelton and franchisee Lorelie Brown about how the brand is dealing with the COVID-19 crisis. 

Here are some of the key insights from their discussion.

Focus on Franchisees

Supporting franchisees at this time is crucial, especially when it comes to navigating SBA loans and acquiring personal protective equipment. 

Solid Segments

People always need shelter and moving services. Because of this, Showhomes franchisee confidence is relatively high. When things go back to normal, there will be a lot of pent-up energy to get back to a normal work routine.

Brand Values 

A franchisor’s ethical standards and values can resonate with prospective franchisees. Some franchisees will even appreciate a brand’s family feel. Prospective franchisees sometimes prioritize aligning with a brand that shares their same values. Franchisees often value the support system a franchise can provide, not just from a leadership perspective but also from their fellow franchisees. 

Some franchise brands have an us-versus-them mentality when it comes to the franchisor-franchisee relationship. This is misguided. Franchisors must have a strong relationship with franchise owners. It’s like a marriage. You won’t always agree on things, but franchisors should bring value, listen to their franchisees and be open to new ideas. 

Frequent communication is crucial, and not just from a business standpoint. Regular phone calls and private Facebook groups can be great ways for brand leaders and franchisees to catch up on a personal level. Also, if someone is experiencing an issue, they can post about it and have several people chime in with advice. 

If you don’t create a culture, the culture creates itself. 

Franchisees want honesty from their franchisors and access to resources such as educational tools to help them do their jobs better. A franchisee should never be nervous about calling the corporate team.