2023’s Top Franchise Brokers: Stacy Swift

• The Broker: Stacy Swift
• The Company: Franchise Matchmakers

1851 Franchise asked Swift about her brokerage experience, what makes her successful and some strategies that franchisors can use to cast their net wide in the search for great franchisees this year.

1851: What makes you successful as a franchise broker?

Swift: Tenacity, for sure! This business has changed a lot over the 28 years I've been in it, and you really have to be organized, focused and motivated. I live and breathe by my database and my calendar. I also think the relationships I build with my clients are critical. They have to trust me. I listen to their wants and needs, and always look for the business that is truly the best fit for them and not the one I like the best. If they are being unrealistic, then I have to have those difficult conversations too.

1851: What advice do you have for people wanting to become franchise owners?

Swift: Take off the rose-colored glasses. Business ownership sounds great, and it has some glamor and prestige associated with it. However, I don't know a single business owner who hasn't worked hard and hit some type of unexpected bump in the road in their business. I heard a fantastic phrase recently that went like this: "When you buy a sailboat, you don't get the wind." That is excellent advice for anyone wanting to become a franchise owner. The franchise provides you with the system, the proven model and the ongoing support, but it's up to the franchisee to execute and make it all happen.

1851: What does winning look like for you?

Swift: Today! Right now! I'm fortunate enough to make a wonderful living doing something I continue to enjoy in an industry I love. The great friendships I've made, with both colleagues and clients, is just icing on the cake. 

1851: What advice do you have for franchisors wanting your help on awarding more franchises?

Swift: Keep a strong focus on the support structure in your franchise system. Too often the focus is kept simply on selling more units when it should be a parallel path along with support. It doesn't matter how many units you have sold; it only matters how many are open and successful. Franchisees have put their faith and their money into your franchise company. I love it when I see companies that go above and beyond to ensure the owners have the best chance for success. It's an overused phrase, but "you're in business for yourself, but not by yourself" should be true in any good franchise system in my opinion.

1851: How can franchisors better communicate with you?

Swift: I try to attend as many webinars and events as I can to learn about different concepts, as well as changes in concepts I'm already familiar with. I think keeping information updated is super important. This is a fast-moving, rapidly changing industry. If there's something new and exciting or bragworthy happening at a franchise company, make sure to get that word out. The more I know, the more likely the concept will stay top-of-mind. Also, the competition for a broker's attention is stiff. Unfortunately, out of sight, out of mind can easily happen.