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With a greater need for flexibility among businesses trying to keep costs down and mitigate risk, and with workers seeking more freedom and choice in where they work, the commercial real estate industry is experiencing a fundamental shift like never before and&nbsp;<a href="https://1851franchise.com/internationalworkplacegroup/">International Workplace Group (IWG)</a>, the global flexible workspace provider, is at the forefront of this change.&nbsp;In a recent webinar, 1851 Franchise Publisher&nbsp;<a href="https://www.linkedin.com/in/powills?utm_source=1851franchise.com&utm_medium=article&utm_campaign=inside-landlord-michael-tomkos-profitable-partnership-with-iwg-2724745" target="_blank" rel="nofollow">Nick Powills</a> was joined by&nbsp;<a href="https://www.linkedin.com/in/michael-tomko/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=inside-landlord-michael-tomkos-profitable-partnership-with-iwg-2724745" target="_blank" rel="nofollow">Michael Tomko</a>, President of the Tomko Company who recently partnered with Regus, IWG CEO of Americas&nbsp;<a href="https://ca.linkedin.com/in/wayne-berger-174a3a5?utm_source=1851franchise.com&utm_medium=article&utm_campaign=inside-landlord-michael-tomkos-profitable-partnership-with-iwg-2724745" target="_blank" rel="nofollow">Wayne Berger</a> and IWG Partnership Director&nbsp;<a href="https://www.linkedin.com/in/sean-wary-35563923?utm_source=1851franchise.com&utm_medium=article&utm_campaign=inside-landlord-michael-tomkos-profitable-partnership-with-iwg-2724745" target="_blank" rel="nofollow">Sean Wary</a>, who provided valuable insights into the trends, challenges and opportunities in the market.<h2>The Current State of Commercial Real Estate</h2>Berger begins by providing an overview of the current state of the industry. He highlights that&nbsp;<a href="https://www.commercialedge.com/blog/national-office-report/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=inside-landlord-michael-tomkos-profitable-partnership-with-iwg-2724745" target="_blank" rel="nofollow">office vacancy rates</a> in North America have hit record levels, surpassing 17% in the U.S. and 17.8% in Canada. These numbers reflect a significant shift in the demand for traditional office spaces. People no longer seek a fixed workspace; instead, they crave choice and flexibility in where they work. With this evolution in work culture, the global flexible workspace industry is projected to nearly double in size, from $7.97 billion to&nbsp;<a href="https://www.businesswire.com/news/home/20210604005309/en/Coworking-Space-Global-Market-Report-2021-COVID-19-Growth-and-Change-to-2030---ResearchAndMarkets.com?utm_source=1851franchise.com&utm_medium=article&utm_campaign=inside-landlord-michael-tomkos-profitable-partnership-with-iwg-2724745" target="_blank" rel="nofollow">$13.03 billion</a>, by 2025.&nbsp;As such, forward-thinking companies are adapting their office spaces to meet the changing needs of their tenants and occupants. Berger emphasizes that the current shift presents a tremendous opportunity for investors and building owners.&nbsp;<h2>The McKinsey Study: Shaping the Future</h2>Berger emphasizes the importance of&nbsp;<a href="https://www.mckinsey.com/mgi/our-research/empty-spaces-and-hybrid-places?utm_source=1851franchise.com&utm_medium=article&utm_campaign=inside-landlord-michael-tomkos-profitable-partnership-with-iwg-2724745" target="_blank" rel="nofollow">a study conducted by McKinsey</a>, which examines the state of commercial real estate and cities as we move forward. The study underscores the growing trend of the "15 Minute City," where people prefer to live, work and access essential services in close proximity. It also suggests that it may take around 10 years to stabilize vacancy rates in the office industry.<h2>Success Stories in Partnership Growth</h2>IWG Partnership Director Sean Wary shares inspiring success stories, particularly focusing on the partnership growth model IWG has pioneered and perfected. As opposed to a traditional capital lease, business investors, building owners and institutional developers can sign a partnership agreement with IWG and invest the capital in converting the space into a flexible workspace office under one of their four global leading workspace brands — professional workplace brand&nbsp;<a href="https://www.regus.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=inside-landlord-michael-tomkos-profitable-partnership-with-iwg-2724745" target="_blank" rel="nofollow">Regus</a>, creative workplace brand&nbsp;<a href="https://www.spacesworks.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=inside-landlord-michael-tomkos-profitable-partnership-with-iwg-2724745" target="_blank" rel="nofollow">Spaces</a>, hassle-free workplace brand&nbsp;<a href="https://www.hq.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=inside-landlord-michael-tomkos-profitable-partnership-with-iwg-2724745" target="_blank" rel="nofollow">HQ</a> or luxurious workspace brand Signature. From there, IWG will presell the location, staff the team and provide partners with access to the leading workspace platform, world class technology, tried-and-tested sales and marketing engine to capture demand — everything's taken care of from fit-out to day-to-day operations and more.IWG provides investors with operating income from day one, a higher return on net assets and increased flexibility, similar to how Airbnb has distributed residential real estate.In the last 16 months, IWG has signed&nbsp;<a href="https://1851franchise.com/internationalworkplacegroup/as-the-demand-for-flexible-workspaces-has-grown-30-iwg-parent-of-regus-spaces-and-other-flexible-workspace-brands-targets-1000-additional-locations-2720542#trending">700 partnership agreements&nbsp;</a>worldwide, with 400 of them in North America. The partnership model allows IWG to rapidly add more flexible workspace locations, catering to the increasing demand for such spaces.<h2>Michael Tomko's Journey: From Customer to Partner</h2>Tomko, a real estate developer, narrates his journey from being a Regus customer to partnering with IWG to open a&nbsp;<a href="https://1851franchise.com/internationalworkplacegroup/iwg-announces-three-new-locations-in-downtown-columbus-and-canton-metro-area-as-demand-for-hybrid-working-continues-to-grow-2721151">Regus center in Columbus, Ohio</a>. Initially hesitant about the partnership model, Tomko’s perceptions changed as he recognized the potential for greater ROI and control. The partnership allowed him to offer flexible office spaces that meet the evolving demands of tenants and, consequently, attract more diverse clientele.<h2>The Key to Success</h2>Tomko candidly discusses the mental hurdles he had to overcome before embracing the partnership. He stressed the need for a paradigm shift and the importance of having confidence in the ROI potential of flexible workspace solutions. Being data-driven and working with knowledgeable experts, like IWG, provided him with peace of mind and allowed him to see the value of investing in this model.<h2>Encouraging Ghosts to Step Forward</h2>Berger addresses those sitting on the sidelines, urging them to have an open mind and explore the possibilities. The industry is undergoing significant changes, and understanding the market dynamics and opportunities is crucial. That is where partnering with the likes of IWG can be advantageous, as they are constantly tracking and monitoring emerging trends and changes. Engaging in conversations with experts can help identify the best fit for each investment portfolio.<h2>The Appeal of Flexible Workspaces</h2>Flexible workspaces have gained popularity for several reasons, and they present a&nbsp;<a href="https://1851franchise.com/internationalworkplacegroup/a-thriving-partnership-wanda-gibsons-journey-with-iwg-and-regus-2722949#people">compelling opportunity</a> for developers:<ul><li>Changing Work Trends: The traditional office setup is evolving as more companies adopt hybrid work models. Employees desire flexibility in their work arrangements, and businesses need agile office solutions to meet these changing demands, mitigate risk and lower costs.</li><li>Maximizing Occupancy: Flexible workspaces, such as IWG locations, are designed to maximize occupancy rates. These spaces cater to various businesses, from solo entrepreneurs to large enterprises, ensuring that office spaces remain occupied.</li><li>Local Market Understanding: Flexible workspace providers, like IWG, have a deep understanding of local markets, which are increasingly dynamic. They can leverage this knowledge to optimize space usage and tailor services to meet the unique demands of each location.</li></ul><h2>The Benefits of Partnering with a Leading Provider</h2>Tomko’s experience with Regus showcases the advantages of partnering with an established and reputable flexible workspace provider like IWG:<ul><li>Shared Expertise: When partnering with a leading provider like IWG, you gain access to a wealth of industry expertise and best practices spanning over 30 years. This can help streamline the development process and avoid unexpected challenges. IWG has a team for design, construction, sales and everything needed to build, operate and launch a successful new flexible workspace.</li><li>Marketing and Visibility:&nbsp;Established providers like IWG have robust marketing strategies that promote new centers and attract clients efficiently. Their global network also facilitates cross-location visibility, leading to increased exposure for each center. Among IWG’s global customer base are 83% of Fortune 500 companies, who benefit from giving their millions of workers access to IWG’s unparalleled network of workspaces.&nbsp;&nbsp;</li><li>Flexible Lease Terms: Flexible workspace agreements typically have shorter lease terms compared to conventional leases. This flexibility allows you to adapt to market changes and explore other opportunities if necessary.&nbsp;</li></ul><h2>Realizing Revenue Growth with Flexible Workspaces</h2>Tomko’s Regus center experienced revenue growth beyond initial expectations, demonstrating the potential of flexible workspaces:<ul><li>Faster Revenue Generation: With shorter lease terms and quick build-out timelines, revenue generation from flexible workspaces can be faster compared to conventional office leasing. IWG assigns a project coordinator to ensure a smooth process from start to finish, aiming to open new flexible workspace centers within 8 to 12 weeks of signing on.</li><li>Higher Returns: By offering premium services and optimizing space usage, the revenue potential of flexible workspaces can exceed that of traditional office leasing.</li><li>Diversification of Revenue Streams: In addition to traditional office space leasing, flexible workspaces can provide revenue from various sources, such as virtual offices and meeting room rentals. IWG incorporates 106 different revenue streams into every location. Virtual offices now represent around 30% of IWG's total revenue and continue to expand as more partners join the network.</li></ul><h2>Overcoming Fears and Making the Leap</h2>If you are contemplating whether to venture into the flexible workspace market, here are some key points to consider:<ul><li>Market Dynamics: While there might be pessimism around office spaces, it is essential to understand the changing work trends and the desire for flexible workspaces in the market.</li><li>Partnering with Experts: Aligning with an experienced flexible workspace provider, like IWG, can help mitigate risks and ensure success through their market knowledge and support. It can also make capitalizing on the opportunity quicker and easier because everything is taken care of.</li><li>Opportunity in Transformation: Embracing the transformation in the office space market presents an opportunity for developers to reinvest, revitalize existing spaces and meet the evolving needs of modern businesses.</li></ul>Overall, the industry is witnessing transformative changes, and those who embrace&nbsp;<a href="https://1851franchise.com/internationalworkplacegroup/iwg-announces-northern-and-central-california-as-demand-for-hybrid-working-continues-to-grow-2720314#trending">flexibility and adaptability</a> are likely to reap significant benefits. As office spaces evolve to meet the needs of modern workers, partnering with experienced and knowledgeable providers like IWG presents a mutually beneficial opportunity for success.Watch the full conversation&nbsp;<a href="https://www.youtube.com/watch?v=L3WaPCWpWZE&utm_source=1851franchise.com&utm_medium=article&utm_campaign=inside-landlord-michael-tomkos-profitable-partnership-with-iwg-2724745" target="_blank" rel="nofollow">here</a>.&nbsp;Learn more at&nbsp;<a href="https://www.iwgplc.com/en-gb/develop-a-location?utm_source=1851franchise.com&utm_medium=article&utm_campaign=inside-landlord-michael-tomkos-profitable-partnership-with-iwg-2724745" target="_blank" rel="nofollow">iwgplc.com/develop-a-location</a>.

Inside Landlord Michael Tomko’s Profitable Partnership with IWG

1851 Franchise

https://www.youtube.com/embed/L3WaPCWpWZE

A recent 1851 Franchise webinar with IWG leaders shed light on how institution investors can turn their empty spaces into profitable places by tapping into the booming demand for flexible workspace solutions.

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Women Leading the Way: How TruBlue Franchisees Are Building Businesses, Empowering Teams and Serving Their Communities

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Building Something Bigger: How These Sisters Are Redefining Restoration Through DRYmedic

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BeanSquad - Franchisee Profile - Steve Bjorkman - The UPS Store - 1851 Franchise

Franchisee Spotlight: How One Boise UPS Store Owner Keeps a Growing Operation Financially Organized

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DRYmedic Restoration Caps Banner Year With 25 Territories Awarded, Sets Sights on Strategic Growth in 2026

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Benjamin Franklin Plumbing

This Benjamin Franklin Plumbing Franchisee Built a Family Business that is Opening Doors for Women Across the Trades

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Jersey Mike's Takes First Steps Towards Initial Public Offering

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Prince St. Pizza Partners With Dave’s Hot Chicken Franchisee for National Growth

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FTC Settlement Puts New Focus on Franchise Disclosure Standards - 1851 Franchise

FTC Settlement Puts New Focus on Franchise Disclosure Standards

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Applebee’s Franchisee Files for Bankruptcy as Dine Brands Moves to Acquire 53 Units - 1851 Franchise

Applebee’s Franchisee Files for Bankruptcy as Dine Brands Moves to Acquire 53 Units

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Why Skilled Trades Are Emerging as the Economy’s Most AI-Resilient Careers

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At&nbsp;<a href="https://hellomainland.com/">Mainland</a>, everything starts with real people. The team focuses on who a brand is trying to reach and builds content around what matters to them. That carries into The Buzz Factory, which is designed to turn interest into real conversations with potential franchisees.Instead of pushing out generic messaging, brands are able to connect with the right audience from the start. The result is stronger engagement and more relevant conversations with prospective franchisees.<h2>What Traditional Blanket Franchise Marketing Gets Wrong</h2>Traditional franchise marketing often begins without a clear picture of who the brand is trying to reach. Campaigns are designed to appeal to everyone, which usually means they don’t connect with anyone in a meaningful way. Without a strong SEO or GEO strategy, brands also miss key moments when potential franchisees are actively searching.National campaigns aren’t always effective for individual locations. Franchisees still need a way to connect with customers in their own markets. Without focusing on the people behind the brand, marketing doesn’t resonate enough.&nbsp;<h2>How Mainland’s Approach Is Different</h2>Mainland takes a different path by building its strategy around people first, not just brand messaging. Instead of generic campaigns, the focus is on real stories, highlighting the operators, career changers and entrepreneurs behind each brand. That mindset is backed by a “nothing is impossible” approach, where creativity and persistence drive how opportunities are uncovered and amplified.“A lot of times, the franchisees we’re working with will come on the call and say, ‘I don't know why you want to talk to me. My story is not that interesting.’ There's a level of fulfillment and satisfaction in being able to see them see themselves in someone else's eyes and realizing what their story can mean and can do. It’s really fun,” said&nbsp;<a href="https://www.linkedin.com/in/morgan-wood1">Morgan Wood</a>, content manager at Mainland. “Everyone has a story. We just have to get to it.”That storytelling is combined with a strong digital and media engine that makes sure the content reaches the right people at the right time. Every effort is tied to measurable results, from readership and engagement to lead quality and conversion.<h2>The Five Pillars of the Buzz Factory Process</h2>The repeatable process is designed to move prospects into action. Here are the five pillars that Mainland uses to reach people:<h4>Pillar 1: We Find the Right People in the Right Market</h4>At the top of the funnel, Mainland operates as a true media engine, using industry-wide editorial to consistently attract qualified readers who are already interested in franchising. Mainland co-founder&nbsp;<a href="https://www.linkedin.com/in/powills/">Nick Powills</a> saw that modern growth requires more than PR and ads. Brands need a media engine that works constantly to educate and attract the right audience. That thinking led to the creation of<a href="https://1851franchise.com/">&nbsp;1851 Franchise</a> and its sister platforms<a href="https://estatenvy.com/">&nbsp;Estatenvy</a>,<a href="https://stachecow.com/">&nbsp;StacheCow</a> and<a href="https://room1903.com/">&nbsp;Room 1903</a>, built as ecosystems designed to drive franchise growth.“These platforms are what we call growth media engines,” Powills said. “They’re not traditional publications and they’re not marketing channels. They sit in the middle. Each platform is designed to help an industry control its narrative, educate its market and create a consistent drumbeat of credibility around the brands that are growing within it.”Traffic is consistent, with more than 34,000 visits each week and about 125 readers every 30 minutes. Instead of chasing leads, the focus is on creating content that draws in the right audience over time.<h4>Pillar 2: We Introduce Them to Franchising</h4>Mainland brings prospects into franchising through story-driven content that feels relatable and real. Instead of leading with a sales pitch, the focus is on narratives like career changes, life transitions and personal motivations that reflect where potential franchisees are in their own journey.“Being able to see the kind of person that's doing it, and, no matter who you are, there's someone who has a similar background or that you can relate to in some way, that has done it,” Wood said. “I think putting that out there makes people curious. And then you click in, and it's their life story and their experiences. The reader likely doesn’t know this person, specifically, but it’s possible they have very similar experiences.”This approach builds an emotional connection first, making the idea of franchising feel both accessible and attainable before any direct selling begins.<h4>Pillar 3: We Introduce Them to Your Brand</h4>Once interest in franchising is established, Mainland introduces prospects to specific brands through lists, awards and rankings that position them within the broader industry. From there, dedicated brand pages give readers a deeper look, offering the context and information they need to stay engaged. This step moves prospects from general curiosity into active consideration.“When brands partner with Mainland and our platforms, they’re essentially building a living archive of their growth story, leadership insights, franchisee success stories, expansion announcements and industry expertise,” Powills said. “When a candidate starts researching the opportunity, they don’t find one article. They find a narrative. And in franchising, the brands with the strongest narrative usually win.”<h4>Pillar 4: We Amplify Your Story to Reach Similar Prospects</h4>Mainland expands a brand’s reach through paid media and its proprietary digital ad service, AMPD, targeting the audiences most likely to be a fit. AMPD blends social and pay-per-click advertising to place content in front of the right people, supported by placements across key platforms and media coverage ranging from TV segments to local publications. Retargeting also helps keep the brand visible to people who have already shown interest as they continue evaluating their options.One example is Mainland’s<a href="https://1851franchise.com/mainland/two-men-and-a-truck-mainland-pr-strategy-2025-2731775#featured">&nbsp;long-running work with TWO MEN AND A TRUCK®</a>. Since 2013, the partnership has grown into a steady stream of national and local coverage, including 176 media placements in 2025.Mainland has helped share franchisee stories with a wider audience, with coverage on outlets like FOX Business and CNBC. It has also supported local efforts to build awareness in each market.<a href="https://1851franchise.com/mainland/laynes-chicken-fingers-mainland-franchise-assessment-growth-2731520#stories">Layne’s Chicken Fingers</a> is another great example. Through a combination of earned media and targeted visibility, Mainland helped position the brand in both national outlets like QSR Magazine and local TV markets ahead of new openings."I’m not an expert in getting leads or PR. But I know how to sell and I believe in our brand," said&nbsp;<a href="https://www.linkedin.com/in/samir-wattar-0a4187a/">Samir Wattar</a>, Layne’s chief operating officer. "I rely on Mainland to come up with the ideas. ‘How am I going to achieve my goal?’"Layne’s saw steady development as awareness grew, including a 110% increase in its footprint in 2025 and several multi-unit deals.<h4>Pillar 5: We Analyze the Data to Inform Strategy</h4>Each step is guided by data, using tools like Google Analytics and campaign results to see what is and isn’t working. Those insights are reviewed in monthly calls with account managers.For example,&nbsp;<a href="http://linkedin.com/in/juliemaw1">Julie Maw,</a> vice president of account management for Mainland, has used performance data from webinar registrations to help identify the best time of year to host a campaign, improving return on investment. Instead of relying on assumptions, each next step is guided by real-time insights and proven results.<h2>What the Process Looks Like in Practice</h2>Here is how the Buzz Factory Process comes to life, step by step, turning strategy into execution.<h4>Custom Landing Page</h4>On the front end of the magazine, we focus on bringing qualified, focused readers into the funnel. We do this through unpaid editorial that covers the complete industry. Then, we guide them to your brand.<h4>Custom Content</h4>We then start to build your “why you/why now” through content, video, research and aggregated media coverage. An active newsroom will give your brand's audience news and information designed to motivate them as they become comfortable with the idea of working with your brand.<h4>Aggregated Content</h4>A branded newsroom would not be complete without other stories created by journalists. That’s why Mainland aggregates important news from other media sources. This is valuable for a few reasons. First, we can link directly to your site, so when we amplify the story, we can guide the user directly to the next step: inquiry. Second, this extends your credibility. Third, we can add to existing press coverage by including a quote, video or update. We can also take articles you wish you had been included in, and add you to the story.<h4>AMPD (Paid Media)</h4>AMPD is how Mainland puts content in front of the right audience. Once the target personas and markets are defined, campaigns are built across platforms like Google, Facebook, LinkedIn and retargeting channels to reach people who are most likely to be a fit.Instead of pushing broad ads, the focus is on placing the right content in front of the right people and staying in front of them as they continue to explore the opportunity.<h4>CRM Integration</h4>Then, Mainland integrates into your sales process. This could be drip campaigns, counter content, marketing collateral or something as simple as your own internal magazine.<h4>Social Distribution</h4>Now, Mainland taps into your brand’s distribution sources to increase the readership of your content. This could be shared on your Facebook or LinkedIn pages, or even on your website through our news widget tool.<h4>Real-Time Analytics</h4>This step includes arguably the most important feature, which is data. Through measurement and data, Mainland can get a sense of which content has the highest engagement, which demographics are engaging with it, where they are, which days they read your content and more.We also give you AMPD data through our API integration with Google, LinkedIn and Facebook for real-time data on your ad campaigns, in addition to the monthly reporting feature.<h4>Strategic Account Manager</h4>Most tech platforms stop there. We didn’t. We integrated humans back into the process. Why? Business development is tough, and we want to make sure you have someone to help you identify your goals and create action plans to solve them. From here, we build momentum by sharing your story across the web so the right people can find your “why you/why now,” learn about your brand and take action.<h2>The Buzz Factory Is a System, Not a Campaign</h2>The Buzz Factory Process isn’t a one-time campaign. It’s a system designed to consistently attract, engage and convert the right audience over time. By combining content, amplification and data, Mainland creates a repeatable way to grow. Brands that follow this approach generate more than just leads; they build momentum.To learn more about working with Mainland, visit&nbsp;<a href="https://hellomainland.com/.">https://hellomainland.com/.</a>&nbsp;

Mainland’s five-step process replaces outdated blanket marketing with a targeted, data-driven system that attracts, educates and converts the right franchise candidates.

The Buzz Factory Blueprint: How Mainland Amplifies Brand Narratives By Leaving Traditional Blanket Marketing Behind

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image of woofies brand page deep dive image from 1851 franchise

Franchise Opportunity Deep Dive: A mobile pet care franchise offering mobile pet grooming, dog walking and pet sitting, plus Bed & Biscuit overnight care and optional vet telehealth referrals.

Woofie's Franchise Costs, Fees, Profit and Data for 2026

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Most franchise brands are still treating artificial intelligence like a side topic, which is a mistake. AI is already shaping how franchise candidates discover and evaluate brands. Whether franchisors are actively participating or not, AI is beginning to shape the narrative around them. That means brands that fail to create the right content and signals now risk being left out of the conversation entirely.The good news is that this is still an early window. Brands do not need to outspend everyone else. They need a better plan.“AI is creating your narrative now, whether you are contributing or entering the room or the arena or not,”&nbsp;<a href="https://www.linkedin.com/in/powills/">Nick Powills</a>, chief strategy officer at&nbsp;<a href="https://www.goodsparkfranchise.com/">GoodSpark Franchise Growth Accelerator</a>, said in a recent&nbsp;<a href="https://www.youtube.com/watch?v=ioHyPcKWkLo">podcast</a>. “So you need to understand what it’s saying about you.”<h2>Start by Seeing What AI Already Says About Your Brand</h2>Before creating anything new, franchisors need to understand their current position. Ask AI the same kinds of questions a candidate would ask. That means prompts such as:<ul><li>Is this the right franchise for me?</li><li>What are the pros and cons of owning this brand?</li><li>What are the risks?</li><li>What are the blind spots?</li><li>How does this brand compare to others in the category?</li></ul>This gives franchisors a starting point. It shows what story is already being told, where the gaps are and how difficult it may be to reshape that perception.“You’re not gonna be able to change it overnight,” Powills said. “But now you guys are building a game plan to enter the arena in the narrative.”<h2>Fix the Foundational Elements on Your Website First</h2>Many brands jump straight to more content without fixing the basics. But the first priority should be simple, foundational website updates that help AI understand the brand. That starts with an AI-ready anchor statement in the footer and on key pages.&nbsp;“If you're just getting started, what is the one foundational page you're going to create on your website that AI is going to use as authoritative and feed that story?” said&nbsp;<a href="https://www.linkedin.com/in/charles-internicola/">Charles Internicola</a>, CEO of&nbsp;<a href="https://1851franchise.com/goodspark/info">GoodSpark</a>. “So if I were a franchisor and I'm just getting started, let's create that AI-driven narrative page: what the brand is, when it was founded, who it serves, what makes it unique, why it's a compelling opportunity and then facts all related to the franchise.”&nbsp;Some franchise brands may have a decent sales pitch, but they have not framed their opportunity in a way that helps AI compare them to other concepts, which is very different from how a human evaluates. A human buyer may respond to brand purpose, emotion and transformation, but AI reads that story differently.“AI is going to be very linear. It’s going to look at category, intent, buyer, fit and outcome signals,” Internicola said.&nbsp;In practice, that means franchisors need content that answers questions such as:<ul><li>What category does this brand fit into?</li><li>Who is the ideal franchisee?</li><li>What problems does the business solve?</li><li>What are the alternatives?</li><li>Why is this opportunity stronger than other franchise paths a buyer may be considering?</li></ul>If the brand does not provide those answers, AI will fill in the blanks from whatever it can find.<h2>Stop Relying on Generic AI Content</h2>According to Internicola, there’s a sharp line between strategic AI use and lazy AI use.&nbsp;“What I’m seeing right now is that AI is giving brands immense tools to deploy if they use it the right way,” he said. “The wrong way is creating generic AI content, being lazy and flooding websites and web pages with AI content. I think that's sort of like a killing field. We're going to group everyone in this bucket of AI, and from a visibility standpoint and a marketing standpoint, they're going to get hurt there.”&nbsp;That kind of content may create volume, but it does not create authority. And over time, it can make a brand less credible, not more. Content needs to be thoughtful, specific and tied to real buyer questions.That means brands should publish thoughtful material around subjects candidates are actually trying to understand, including category education, alternative business models, growth challenges and signs of success.“What does success look like for home service franchisees or for restaurant franchisees or QSR franchisees? Because now that's not an article that's specific to your brand. That's industrywide,” Internicola said. “If someone's seeking another brand or evaluating whether it's profitable to own a restaurant, if you're giving that industry information, your brand's going to come into the story.”&nbsp;<h2>Use Video, But Do Not Stop at Video</h2>Video still matters, especially when it captures genuine, unscripted language. But video works better when it is paired with text, structured context and clear distribution. AI picks up genuine remarks made in conversation and uses them to understand the brand.“That's why brand story at the foundational level — who you are, why you, why now, how you help franchisees — that all needs to be there and genuine, and then you build the story around it, and then you optimize it for AI,” Internicola said.&nbsp;<h2>Put Your Content to Work After You Publish It</h2>Publishing alone is not enough without distribution across LinkedIn, YouTube, drip campaigns and internal sharing.“Now I need to make sure it's not trees falling in the woods,” Powills said. “You take a piece of content, you put it to work. It's not necessarily about where you tell [your story]. It's about how you tell it. Is it in-depth? Is it exciting? And then secondly, how do you distribute it and create some noise around it?”<h2>Focus on Consistency, Depth and Credibility</h2>Volume alone will not win, but neither will one or two isolated thought pieces. Brands need consistency, depth and repetition around the right topics.“And then also validation through third-party sources, where AI sees repetition of what's being put out there,” Internicola said. “I think the biggest problem is brands and businesses that put it on autopilot. They're mass generating content. They're not going to get the results because they're not correlating the brand messaging the right way.”AI may still be changing in real time, but it’s already clear that brands that are not shaping their own story are leaving that job to everyone else. And in franchise development, that is a dangerous place to be.Watch the full podcast&nbsp;<a href="https://www.youtube.com/watch?v=ioHyPcKWkLo">here</a>.For more information on GoodSpark and its services for developing franchises, visit&nbsp;<a href="https://www.goodsparkfranchise.com/.">https://www.goodsparkfranchise.com/.</a>&nbsp;

Franchisors that want to stay competitive need a clearer AI content strategy, stronger brand positioning and content that helps candidates evaluate the opportunity.

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image of 1851 franchise nick powills coffee and analytics webinar on multi unit conferences 

MUFC offers access to one of the most qualified rooms in franchising, but most operators are not buying today, forcing brands to rethink how they build long-term demand.

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How much can franchisees make? It’s a question many prospective owners ask before investing in a franchise. While earnings tend to be driven by variables such as industry, location and general management skills, a proper understanding of the key factors driving profitability can help franchise owners develop expectations that are realistic.&nbsp;Multi-unit franchisee&nbsp;<a href="https://www.linkedin.com/in/mangesh-patel-9368569/">Mangesh Patel</a>, who’s readying the launch of six&nbsp;<a href="https://www.beefobradysfranchise.com/">Beef ‘O’ Brady’s</a> restaurant locations in the Macon, Georgia area, shares insights from his franchising experience.<h2>Understanding Franchise Income</h2>Keeping operational costs in check can have a major impact on overall earnings. Taking a proactive approach to expenses such as food and labor, as well as payroll and scheduling, can help align actual franchise income with general expectations for the business.“I just had a meeting with a couple of people, and they said, ‘You talked about a 25% profit margin, but I’m only doing 12%.’ So, I looked at the figures they sent me,” Patel said. “Their&nbsp;<a href="https://1851franchise.com/calculate-restaurant-franchise-profit-2730476">restaurant</a> food cost was running at 37%, which should be around 30%. The national average is about 32%. If I do things correctly, my average food cost needs to be at or below 30%. And payroll should run around 18%. But many people run 25 to 28%.”So,&nbsp;<a href="https://1851franchise.com/unraveling-franchise-earnings-how-much-can-you-really-make-2723935">how much can franchisees make</a>? Here are five areas to consider.<h2>Practical Tips for Prospective Franchisees</h2><ol><li>Control Costs From Day One:&nbsp;It’s important to monitor payroll, food and supply costs closely. Overstaffing and inefficiencies can quickly reduce profits.</li><li>Plan For The Opening Surge:&nbsp;Traffic within the first few months of opening is likely to be higher. It’s important to adjust staffing and inventory accordingly, and pay close attention to how those levels change as time goes on.</li><li>Invest In Training:&nbsp;Properly trained workers can help reduce waste and improve overall service, which has a direct effect on net income.</li><li>Understand Your Market:&nbsp;Each market is unique and revenue potential will vary depending upon location, demographics and competition.</li><li>Track Metrics Regularly:&nbsp;Food cost percentages, labor ratios and weekly sales data act as key indicators operations may need to be adjusted.</li></ol><h2>What Profitability Really Comes Down To</h2>Patel notes that if franchise owners manage labor and costs properly, it’s not impossible to achieve strong cash flow even in the first year, bucking some franchising trends.So,&nbsp;<a href="https://1851franchise.com/how-much-can-you-make-as-a-franchise-owner-2724761">how much can franchisees make</a>? While results tend to vary, careful planning, disciplined operations and a proactive approach to assessing initial costs are essential. But by grasping and guiding the elements that drive franchise profitability, franchise owners can maximize overall business earnings, scaling a business that’s sustainable financially over the long term.Want to learn more about franchise opportunities on 1851 Franchise? Be sure to visit our&nbsp;<a href="https://1851franchise.com/power-rankings">Power Rankings</a> to read more on brands making moves.

How much can franchisees make? This guide explains what drives franchise earnings and how to manage costs, with expert tips from multi-unit owner Mangesh Patel on maximizing your franchise income.

How Much Can Franchisees Make? A Guide for Prospective Franchise Owners

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