1851

In franchise development, getting a steady influx of leads is the first step. But how you nurture those leads is the true key to getting prospects to sign on the dotted line.In franchise development, the phrase “Get me more leads!” is a common one. Sure, a steady influx of leads is paramount to a brand’s growth. But a high volume of leads doesn’t always yield the best results. Targeting the right people in the right places with the right content that answers their questions before they even think to ask them is step one, but what happens after they fill out the lead form is equally as important. At the end of the day, a lead is just a lead, but how do you inspire that lead to come out of the woodwork, engage with your franchise sales team, and, ultimately, sign the franchise agreement? By nurturing them, that’s how.&nbsp;Drip campaigns are becoming an increasingly more important part of the sales process, as prospects each own a different pathway to becoming a franchise owner. Franchise development teams are now leaning on email as a way to guide the due diligence and research of the prospect. Here’s how:<h4>Set Up Different Qualification Tracks</h4>Starting with the form on your site to gain knowledge into what stage the franchise prospect is in: qualified and ready to buy; qualified and just looking; not qualified.Each bucket will then require different actions.<ul><li>Bucket 1 (qualified and ready to buy) will require fast action from the franchise qualifier or sales team, followed by rich content that shows them other look-a-like successful franchisees within the system.</li><li>Bucket 2 (qualified and just looking) will require more content, perhaps a 4-week run of research content, followed by a longer drip campaign that continuously checks in with the franchise prospect.</li><li>Bucket 3 (not qualified) should offer more general brand information, including asking the prospect if they have any other connections to financial resources.</li></ul>Segmenting these lists will help set up your content pathways. Drip campaigns require some strategy and behavior mapping. A drip campaign basically acts as a Choose Your Own Adventure story for a prospects. After the first email, prospects receive content based on their actions. For example, if the first email prompts a prospect to request a call, the email communication that follows would be much different than if they had requested more information.&nbsp;In any case, to keep a prospect engaged, it’s important to provide them with regular news, announcements and content about your brand. To complement your website, FDD and other marketing materials, it’s imperative to build an arsenal of content about your brand that tells the stories of franchise owners who have been in the prospect’s shoes and ultimately bought.<h4>Create Purpose</h4>Whether it’s a story about a successful franchise owner who has a similar background in a similar market, a story about your brand being featured in the newspaper or news about a product or service launch, each email in your drip campaign should have a purpose.&nbsp;It’s also important to provide prospects with content that speaks to potential objections. Content should be provided to prospects on anything that might keep them from buying. Think financing, relevant industry experience, franchisee validation, competition and more.<h4>Measure with Data</h4>Watch for triggers -- open rate, responses and opt-outs. Each trigger will give you an idea of where the prospect is at in the buying process.&nbsp;Review your Google Analytics for additional insights -- multiple visitors from the lead markets; time on site; new leads.And don’t just stick to the plan. If a prospect is showing interest in a particular topic, give them more. This can be created with more sophisticated drip campaign tools.Awarding franchises is very different from selling products -- buying a franchise is an expensive life change, and requires a long-term strategy. By implementing the proper process for drip campaigns, you’ll nurture your prospects through the process and provide them with all the information they need to know — before they even think to ask.

How to Create an Effective Franchise Sales Drip Campaign

1851 Franchise

how-to-create-an-effective-franchise-sales-drip-campaign

Lawn Doctor

Design with photo of John Perry and Lawn Doctor logo

How a 20-Year Industry Veteran Tripled His Sales With a Lawn Doctor Franchise

lawn-doctor-franchise-success-story-john-perry

Fitness Premier

The Secret to Fitness Franchise Success? It's Not Just the Workouts

fitness-premier-franchise-marketing-support

Fresh Coat

Photo of Fresh Coat vehicle with ladders on top

The Rise of Home Improvement Franchises: Why Now Is the Time to Invest

why-invest-home-improvement-franchise-fresh-coat

HomeTeam Inspection Service

Photo of HomeTeam inspector in red polo and khaki pants, walking by branded vehicle

Real Estate Today: Behind the Drywall: The Truth About Home Inspections

purpose-of-home-inspection

Dog Training Elite

Dog Training Elite Franchise - DTE - National Service Dog Month - 1851 Franchise

Celebrating Service Dogs: Why Proper Training Changes Lives — And How Dog Training Elite Is Leading the Way

dog-training-elite-national-service-dog-month

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Design with American and Federal Reserve flags against light blue background

Federal Reserve Expected To Cut Rates by Quarter Point, a Move That Could Boost Franchise Growth

fed-rate-cut-boosts-franchise-growth

Potbelly to be Acquired by RaceTrac in $566 Million Deal 

racetrac-acquires-potbelly-in-566-million-deal

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities - 1851 Franchise Agg

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities 

health-care-hiring-slowdown-in-home-care-franchise-opportunities

Caribou Coffee Names Scott Kennedy CEO, Eyes Continued Growth

caribou-coffee-names-scott-kennedy-ceo-eyes-continued-growth

McDonald’s Launches New Extra Value Meals as Consumer Demand for Value Continues to Climb

mcdonalds-launches-extra-value-meals

Technomic Releases Annual Ranking of the Top 15 Fast-Food Chains in the U.S.

technomic-releases-annual-ranking-of-the-top-15-fast-food-chains-in-the-us

Friendly’s Parent Company Acquired by Multi-Unit Franchisee as More Owners Take the Lead in Brand Acquisitions 

friendlys-parent-company-acquired-by-multi-unit-franchisee-as-more-owners-take-the-lead-in-brand-acquisitions

Hely and Hiral Patel Bring Their Longtime Dream to Life With The Brass Tap

brass-tap-franchise-pasadena-maryland-hely-hiral-patel

1851 Keyword - The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

part-time-franchises-picking-the-right-model

Franchisee spotlight graphic with photo of Ricki Oberoi and Layne's Chicken Fingers logo

Multi-Unit Wendy’s Operator Signs 12-Unit Deal With Layne’s Chicken Fingers

ricki-oberoi-laynes-chicken-fingers-growth

DevHub - Meet the Supplier - 1851 Franchise

DevHub: Scalable Digital Marketing for Franchises and Multi-Location Brands

devhub-meet-the-supplier

1851 Franchise Deep Dive graphic with Sparkle Squad logo

Sparkle Squad Franchise Costs, Fees, Profit and Data for 2025

franchise-deep-dive-sparkle-squad-franchise-costs-fees-profit-and-data

Design with school-aged child standing on pencil with text "Education Franchises" and "<$500K"

Top Education Franchises Under $500K To Explore in 2025

top-education-franchises-under-500k

How to Create an Effective Franchise Sales Drip Campaign

MORE STORIES LIKE THIS