1851

<a href="https://www.franchising.com/articles/the_strengths_and_limitations_of_franchise_portal_leads_pre__postcovid.html?utm_source=1851franchise.com&utm_medium=article&utm_campaign=do-franchise-portals-work-2718894#:~:text=Franchise%20portals%2C%20also%20known%20as,with%20other%20lead%20generation%20sources." target="_blank" rel="nofollow">Franchise portals</a> are generally understood to be web portals that provide a for-profit service, collecting and selling leads. This is typically done on a non-exclusive basis, and portals are known for producing a high number of leads for a lower cost compared to other lead generation methods and services.Some franchisors question the integrity of the leads provided by these portals as multiple franchisors and brokers have access to the information, and a single lead may be contacted by several different franchises. Nevertheless, according to&nbsp;<a href="https://www.linkedin.com/in/keith-gerson-5159aa5/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=do-franchise-portals-work-2718894" target="_blank" rel="nofollow">Keith Gerson</a> for&nbsp;<a href="https://www.franchising.com/articles/the_strengths_and_limitations_of_franchise_portal_leads_pre__postcovid.html?utm_source=1851franchise.com&utm_medium=article&utm_campaign=do-franchise-portals-work-2718894#:~:text=Franchise%20portals%2C%20also%20known%20as,with%20other%20lead%20generation%20sources." target="_blank" rel="nofollow">Franchising.com</a>, “During the first half of 2020, portal leads represented 38% of all lead sources, resulting in the creation of 55,000 leads in Q1.”“The main advantage of using franchise portals for lead generation is that they give your start-up or small business a higher level of brand awareness. That eventually helps get more traffic, expand your audience base and generate more profit based on high-quality lead generation for your business,” explained&nbsp;<a href="https://www.linkedin.com/in/alex-haley-798246239/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=do-franchise-portals-work-2718894" target="_blank" rel="nofollow">Alex Haley</a>, digital marketer and co-founder of&nbsp;<a href="https://yardsnearme.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=do-franchise-portals-work-2718894" target="_blank" rel="nofollow">YardsNearMe</a>.Though portals have a strong record of providing high numbers of leads at lower costs and are a great way to gain exposure for a brand, the leads convert at a far lower rate than other sources. While a lead may appear to be highly qualified on paper, things like fit and overall interest are more difficult to evaluate in the portal environment. Franchise portal leads&nbsp;<a href="https://www.franchising.com/articles/the_strengths_and_limitations_of_franchise_portal_leads_pre__postcovid.html?utm_source=1851franchise.com&utm_medium=article&utm_campaign=do-franchise-portals-work-2718894" target="_blank" rel="nofollow">convert at a rate of 0.3%</a>, meaning that an average of 350 leads will be necessary to generate one sale. Regardless of how much exposure a brand receives or how many potential buyers are matched, the conversion rate is what really matters when selling.Further, the efficacy of franchise portals is greatly impacted by the size and/or type of franchise looking to sell. In one quarter, large enterprise brands secured a whopping&nbsp;<a href="https://www.franchising.com/articles/the_strengths_and_limitations_of_franchise_portal_leads_pre__postcovid.html?utm_source=1851franchise.com&utm_medium=article&utm_campaign=do-franchise-portals-work-2718894" target="_blank" rel="nofollow">84% of portal deals</a>.<a href="https://www.linkedin.com/public-profile/in/mandymrowe?utm_source=1851franchise.com&utm_medium=article&utm_campaign=do-franchise-portals-work-2718894" target="_blank" rel="nofollow">Mandy Rowe</a>, president of&nbsp;<a href="https://www.truerestfranchising.com/?utm_source=1851franchise.com&utm_medium=article&utm_campaign=do-franchise-portals-work-2718894" target="_blank" rel="nofollow">True REST Float Spa</a>, explained why franchise portals aren’t the most useful tool for some franchisors. “For us, we’re in an industry, the float therapy industry, where I don’t have any competition,” she said. “I don’t have another franchisor in this space, and it’s such a unique concept right now. About 50% of the people I talk to still don’t even know what floating is when I tell them what I do for a living.”In cases like Rowe’s, franchise portals may generate leads that are qualified in a financial sense, but they do not guarantee that the lead is also familiar with the business.“They would send me leads. They were good, qualified people in terms of any financial growth; they had all the right collateral and could get funding. But, when it came down to the operations of running the business, I had to start at square one,” she said. “What is floating? Is this even something you enjoy? Is it a business you would want to run?”For some franchises, while portals may provide financially-qualified contacts, the additional work required to explain and connect over the business concept simply is not worth the time and money.Unfortunately, like many business issues, the answer here is “It depends.” Whether franchise portals will work for a specific franchise is a very individualized question. In theory, portals serve as a fantastic resource to gather tons of leads at a relatively low cost. It then becomes the franchisor’s responsibility to evaluate the quality of the leads.Rowe explained, “I think the larger we grow and the more familiar people become with floating, the easier that will become. In which case, portals might become useful for me. But at the time, as a one-man shop, I would be wasting a lot of my time using portals.”Because some franchisors are incredibly focused on bringing on franchisees who not only have the capital necessary to join the network but are also committed to the brand and provide a great fit, franchise portals may not be the best resource — they cannot evaluate things like fit. However, in the case that a franchisor is simply looking to establish contact with someone who is financially capable, a portal may be the perfect avenue.

Do Franchise Portals Work?

1851 Franchise

Franchise portals, or web portals, are well known for providing a large number of leads at an affordable rate. Whether they actually work depends more on the franchisor’s expectations for the leads themselves.

do-franchise-portals-work

Right at Home

Veterans, Army, Navy, Right at Home franchisees, Veterans Day

Veterans Excel as Right at Home Franchisees: Here's Why

veterans-in-franchising-right-at-home-success

The Cleaning Authority

Why This Corporate McDonald’s Rep Decided To Open His Own Franchise With The Cleaning Authority

cleaning-authority/kent-lewis-franchise-success

KidStrong Franchising, LLC

KidStrong Wraps Up Q3 With First Manhattan Location, 45 New Franchises and Record-High Attendance

kidstrong-q3-growth-2025

Woodhouse Spas

Photo of front lobby area of Woodhouse Spa

Why Woodhouse Has No True Competitor in the Spa Franchise Space

luxury-spa-franchise

Right at Home Expanding In-Home Care Services in Wausau, Wisconsin 

right-at-home-expanding-in-home-care-services-in-wausau-wisconsin

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

Slim Chickens Opens R&D Center at World Headquarters To Drive Menu Innovation

slim-chickens-rd-center-fayetteville

Nearly 40% of Americans Are Eating Out Less as High Prices Redefine Dining Habits

nearly-40-of-americans-are-eating-out-less-as-high-prices-redefine-dining-habits

Authority Brands Enters Q4 with Record Momentum

Authority Brands Enters Q4 with Record Momentum, Surpassing 200 New Franchise Owners in the First 10 Months of 2025

authority-brands-enters-q4-with-record-momentum-surpassing-200-new-franchise-owners-in-the-first-10-months-of-2025

Franchises, work-life balance, millennials in franchising, millennials work-life balance

The Best Franchises for Millennials Wanting Work-Life Balance

best-franchises-millennials-work-life-balance

Photo of Papa Murphy's Take 'N' Bake Pizza franchisee Lily Wilford

Entrepreneur: This 18-Year-Old Saved Babysitting Money for College — Then Decided to Buy a Business Instead

18-year-old-franchise-owner-lily-wilford

NJCAR v. Ford - New Jersey Supreme Court Limits Standing Under Franchise Practices Act

New Jersey Supreme Court Limits Standing Under Franchise Practices Act

new-jersey-franchise-practices-act-njcar-v-ford

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

A Practical Playbook: Who To Call First When Franchising Your Business

franchising-your-business-who-to-call-first

image of jerome hanway from right at home Las Cruces, New Mexico 1851 franchise franchisee spotlight

Jerome Hanway Is Building His Right at Home Franchise Around His Mission To Serve

right-at-home-franchise-las-cruces-jerome-hanway

Photo of group of dogs standing together in day care facility

Top Pet Boarding and Day Care Franchise Opportunities for 2025

top-pet-boarding-daycare-franchises

image of michael panos and michel panos, owners of mellow mushroom in Atlanta

The Panos Family’s Role in Preserving Mellow Mushroom’s Character — and Expanding in Atlanta

mellow-mushroom-franchise-panos-restaurant-group-metro-atlanta

image of franchise deep dive from 1851 franchise on doody calls franchise authority brands

DoodyCalls Franchise Costs, Fees, Profit and Data for 2025

doodycalls-franchise-deep-dive

Do Franchise Portals Work?

MORE STORIES LIKE THIS