2021년에 프랜차이즈 리드를 만드는 방법

 

프랜차이즈 리드는 독특하다

프랜차이즈 리드를 만드는 것은 독특합니다. 몇몇의 프랜차이즈 브로커와 광고 생성에 쉽게 많은 돈을 사용하고 성과가 거의 없을 수도 있는데 이것은 2021년에 더욱 증명되었습니다. 팬데믹 현상으로 인한 프랜차이즈 산업, 특히 식당과 운동 산업과 같은 프랜차이즈 분야에서 큰 타격을 입었습니다. 

브로커 수수료에 몇 백만원을 날리는 것 보다, 우리는 여러분이 정말로 원하는 것이 무엇인지 시간을 가지고 생각을 해봤으면 합니다. 다른 말로 결과를 먼저 예측하고 시작하길 바랍니다.

필수적인 질문들

필수적인 질문에는 “내 새로운 프랜차이즈의 위치는 어디가 좋을까?”, “나의 이상적인 프랜차이즈 가맹점은 어디인가?”, “매출에 얼마 정도를 지불할 의향이 있는가?”, “어떻게 하면 나의 프랜차이즈 가맹점이 성공할 수 있는가?”, “그리고 왜 나는 천천히 성장하는 기업 소유의 상점과 반대로 프랜차이즈화를 진행하고 있는가?” 가 있습니다.

목표 지리적 위치를 파악하고 시스템 내에서 실제로 프랜차이즈 가맹점을 운영하고자 하는 사람을 더 이해 할 수록, 성장 과정을 즐기고 프랜차이즈와 최종 고객 모두에게 견고한 제품을 제공하는게 더 쉬워집니다.

리드를 이끌 준비가 되면 리드가 생성되는 몇몇의 장소들이 있습니다. 대표적으로 기존 고객, 무역 박람회, 온라인, 포털, 그리고 브로커가 있습니다. 

그리고 이 과정에는 진행 순서가 있습니다.

1. 기존 고객

기존 고객이야말로 새로운 프랜차이즈 리드 생성과 새로운 프랜차이즈 가맹점을 얻기 위한 가장 저렴한 방법입니다. 여러분 매장의 단순한 간판이 간판 이상의 효과를 낼 수 있습니다. 또한, 만약 고객의 이름, 이메일, 또는 휴대전화 번호가 있다면, 페이스북에 쉽게 업로드하여 하루에 $5~$10의 광고를 진행함으로써 많은 사람들에 노출 됨으로 좋은 결과를 얻어낼 수도 있습니다.

2. 온라인 (SEO + PPC)

요즘 시기에는 거의 절반 이상의 프랜차이즈 매출은 온라인으로부터 생성됩니다. 이 현상은 즉, 점점 많은 투자자들이 구글과 Bing과 같은 다양한 검색 엔진과 페이스북과 인스타그램과 같은 소셜 미디어 플랫폼을 통해 그들 자신의 조사를 시작하고 있다는 뜻입니다. 적합한 방법으로 온라인 광고를 한다면, 하나에 $30의 훌륭한 질의 리드를 실행할 수 있습니다. 앞서 설명한 일들이 바로 광고 대행업체에서 하는 일입니다.

3. 프랜차이즈 브로커

프랜차이즈 브로커 또한 프랜차이즈 리드를 생성하는 또 다른 방법이다. 브로커 네트워크를 통해 새로운 프랜차이즈 업체를 판매하려면 대략 $22,000가 든다. 하지만, Entrepreneur’s Source 또는 FranServe와 같은 내부의 전문가들을 통한 적합한 네트워크를 통해서라면, 여러분은 여러분의 프랜차이즈 사업부를 재빠르게 늘릴 수 있습니다.

4. 프랜차이즈 포털

온라인 포털은 프랜차이즈 업계에서 아주 많은 양의 리드를 작동시킵니다. 몇몇의 상위 포털들에는: Franchise Gator, Franchise Direct, Entreprenuer, 그리고 America’s Best Franchise가 포함됩니다. 이 기업들의 각 리드 가격은 $30 정도 하지만 이러한 리드의 단점은 대부분 5-15번 팔린다는 것이고, 그렇기에 다른 업체들과 연락되지 않은 새롭고 신선한 리드들을 얻기가 어렵습니다.

5. PR (마케팅)

프랜차이즈 영역에서 PR 또한 그 이상의 중요한 역할을 할 수 있다는 것을 기억하는 것은 중요합니다. 가격은 비쌀 수 있지만, 여러분의 프랜차이즈 이름을 적합한 사람에게 나타낼 수 있다면, 그것은 가치있는 일입니다. 이를 전문으로 하는 프랜차이즈 업계의 일부 기업은 다음과 같습니다: Fishman PR, Anderson Group Public Relations, Konnect PR, Cadence 9, All Points PR, 그리고 Curious Jane이 있습니다.

6. 프랜차이즈 무역 박람회

프랜차이즈 관련된 무역 박람회에 방문하는 것은 새로운 프랜차이즈 가맹점을 얻기 위한 가장 전통적인 방법입니다. 이 방법은 비용이 들지만 IFA 같은 박람회에서 다양한 프랜차이즈들에 대해 배울 수 있어 아직 많은 사람들이 방문하고 있습니다. 

여러분의 프랜차이즈 개발 리드 생성의 필요사항에 대해 여러분과 자세히 이야기하고 싶습니다.

Video Transcript

Welcome to this YouTube video. My name is Grant James from leadppc.com and today we’re going to talk about how to get franchise leads. I’m basically going to review an article and give some more commentary that I wrote about franchise development lead generation. First thing to know about generating franchise leads is that franchise leads are unique. They’re very different from other types of leads. Little background on us, we work with about 70 different franchise brands. We also do some other markets. We do about 100 different dental offices, about 10 law firms, some softwares and service companies, but we stay pretty specific. Part of the reason behind that is because each industry is different and franchising is very unique because you’re looking for an investor. The leads can be cheap, but you have to sit through a lot of them and so it’s not necessarily cheap to acquire a new franchisee period. I think if you buy leads through a broker, it’s probably $22,000 on average. Our average cost per sale ranges between about $4,000 up to around $14,000, depending on the franchise and how good they are at closing deals and stuff like that. It’s also important to note that within franchising there’s lots of different sub-niche markets.

You have a pest control franchise or you have a salon suite franchise or a frozen yogurt franchise or all these different types franchises because almost anything could be franchised. When you get into franchising, whatever mediums you try to drive leads from make sure you’re working with people that know what they’re talking about and don’t just do general marketing or general advertising because they don’t know franchising. It’s very different. Personally, I used to work for a franchise where I was a chief marketing officer years ago and several of my account managers came from the franchising space. We like to kind of keep things close to home there because it’s just if you don’t know franchising it’s hard to learn it. A couple critical questions to ask yourself when you’re thinking about generating leads, where do you want for your new locations to be? One thing that’s nice about franchise portals or paid advertising, whether it’s Google Ads, Facebook ads, things like that, is you can be very specific. But, also understand that if you get too specific then you lose out on opportunities and those leads can be more and more expensive, as you’re saying I only want someone who’s interested in like this five mile radius is very different from maybe a state or maybe a DMA, just like a city area, something like that.

You definitely don’t want to advertise in places that you can’t logistically implement a franchise. If you’re only east coast, then you can operate east coast. Don’t spend your money advertising in California or Arizona or something like that. Here are some common places that people drive leads. Again, this is pretty high level basic stuff, but some people don’t know it so wanted to touch on it. Existing customers are a great place. It’s not super scalable, but as you do grow more and more units, as you have 50 units instead of five units, you’re going to get more of that, so make sure you have a way for people to inquire. A lot of times that’s just grassroots stuff. It’s just having something on your website that says learn more about our franchise, or even like Papa John’s. If you’re ordering a pizza, they have so about that. They are just giving the opportunity for a customer, whether it’s something in their window or whatever, to think through that, the hey we’re looking for franchisees.

Trade shows, this is a pretty tried and true way, back in the day, that a lot of new franchises were sold. I would say this one is going down, being replaced more with online mediums. A ton of franchises, over half the franchises that are sold now, are sold from the internet, so that’s going to be Google Ads, Facebook ads, and portal. Those should be in your mix somewhere. If you go with a paid route or paid Google clicks or Facebook clicks, make sure you work with someone who knows how to drive leads for cheap. Regardless of what you do, you don’t want to be paying over like $50 or $60 a lead. Closer to $20 or $30 is even better. When you get into $300, $400 a lead, that’s not going to work because you’re going to need to close maybe half a percent to 4% of all your leads are going to close into a franchisee. That’s 1 out of 25 to 1 out of 200. So, make sure that you can account for that, because if it’s $200 a lead and it takes you 200 leads, it’s $40,000 and your franchise fee is $30,000, not going to work.

Franchise portals, I have another article here that lists a bunch of the top ones. It is called 24 franchise … Let’s see. Okay. Top 24 franchise lead generation sites. That’s going to be Franchise Gater, Franchise Direct, America’s Best Franchises, entrepreneur.com, BizBuySell, Franchising, GlobalBX, Franchise Grade. They all have their own different ways of operating. I did include some other groups that do more like what we do because we don’t have massive, massive sites, but we drive a lot. We’ve managed $6 million in ads for franchises, but we’re largely unknown. Some other groups, these are just some of our competitors or partners or what have you, but those are good to know about. Let’s see.

Lastly, franchise brokers could be a good way to go. That’s stuff like The Entrepreneur’s Source, FranServe, FranNet. There’s lots of different groups out there. Understand it’s going to be expensive, $20K plus, to get a franchisee, but if you find the right partner you can scale pretty good there too because when something is hot, franchise brokers like to sell it because they’re getting good commissions off of it. If you have any questions about franchise development lead generation, feel free to reach out, if you just want to talk or chat or whatever, love to hear some of your thoughts on things. Anyway, thanks for watching the video. Hopefully we’ll talk to you soon.

 

Also, in case you are an English speaker, our primary focus here at Lead PPC is on franchise lead generation and franchise leads.  If you need help with any of these things, please feel free to reach out to us and let us know.  감사하비니다!