One of the key benefits of investing in a franchise is the support you receive. In addition to a proven business model, franchise brands have industry expertise, shared resources and expert teams to propel success. At  Happinest Brands , centralized marketing efforts are a key component of this support, allowing owners to focus more energy on the operation of their business and hyper-local initiatives without sacrificing the benefits of larger-scale marketing initiatives. With a data-driven marketing engine designed to empower, not overwhelm, franchisees, Happinest’s in-house partnership model sets it apart. Built on Partnership, Not Just Support Many franchisors offer marketing support, but Happinest takes it a step further by handling the more complex, data-intensive work with a central team. This includes things like pay-per-click, paid social media campaigns, TV ads and local service ads.  “We centralize efforts that take a higher level of data, knowledge and infrastructure to run at scale,” said  Christina Schmidt , vice president of marketing. “The specifics depend on the brand and the franchisee, but anything that changes, evolves rapidly or requires data testing optimization — those are the types of things we handle in-house.” While  what they do is a key benefit for franchisees, how and why they do it is what really matters. “Our process is unique in that we have an internal marketing team that will handle paid marketing on behalf of the franchisees,” Schmidt said. “That’s important because we’re aligned and invested in the true outcomes and benefits to their businesses. We’re not just pushing more spend. We have to be spending in the right place and driving revenue for owners.” Rather than a mandated monthly spend and no other direction, Happinest multiplies franchisees’ marketing investments with real expertise and strategies that are backed by data. By measuring the success of the corporate team in connection with the franchisees’ bottom lines, Happinest creates a true partnership working toward tangible results. With this partnership, franchisees are able to spend more time on crucial local tasks — building community relationships, networking, driving great customer experiences and participating in other business development efforts that just can’t be done from the Happinest home office. Mastering the Message for Home Services Marketing takes strategy. Marketing a service that may require a customer to welcome a stranger onto their property, or into their home or business, takes finesse. Similarly, home services marketing is often centered around solving a problem. Building authority and trust over time as an organization that provides trustworthy solutions has long-term benefits. “Home services don’t feel as flashy or exciting sometimes,” Schmidt said. “But that’s actually a positive. If we build our funnel the right way, we’re not only capturing someone who knows they want our services now, but we’re also buying the brain cells, so to say, of people who may need our services later. We’re getting their attention, and when, not if, the time comes that they need one of our services, they already know our brands.” In addition to building authority in its markets, Schmidt says that Happinest also has a clear understanding of the core value proposition. For many customers, the appeal of a home service provider is the opportunity to “buy back time.” Speaking directly to that desire and maintaining clear, consistent messaging ensures a Happinest brand is top of mind when a potential customer ends up in need of a service. Built for the Future The most mature brand in the Happinest portfolio, Lawn Doctor, has been around for decades. While the team takes key insights from previous experiences, it is consistently evolving to embrace the latest and greatest strategies and help franchisees stand out in the busy, largely digital landscape. What worked five years ago may or may not work today, and old “spray and pray” methods are certainly gone. Now, quality marketing employs nuance and supports a customer journey with multiple touchpoints. Happinest Brands stays ahead of the curve by cultivating a culture of innovation and continuous learning. Decades of marketing expertise gained through a well-established brand like Lawn Doctor provide invaluable insights that fuel the growth of newer, emerging brands in the portfolio. Other Happinest Brands such as Pest Hunters, Sparkle Squad, and ecomaids benefit from marketing resources and advantages rarely available to service brands at such early stages of development. “We have a really big test and learn mentality here,” Schmidt said. “Everything we do is based in data and information. We’re consistently looking into new solutions and staying connected to the industry to keep our eyes on what’s coming next. Just because we’re not doing something today doesn’t mean we wouldn’t consider doing it in the future.” For more information on Happinest Brands, visit  https://happinest.com/ .