Your franchise leads aren’t the problem

⏳ Read time: ~3 minutes + Video

If you haven’t seen it online yet, Glenn Walford from Franchise Buyer and I are teaming up!

We want franchise brands to stop wasting money on ads without a proper content library in place first.

In today’s edition, you will learn a bit about my beliefs when it comes to recruitment marketing in general and how I can help you.

PS: I am doing this because I keep getting asked, plus I need to keep up with inflation as well!

I have seen a lot of people taking what I am saying and implementing it into their franchise brands, if this is working for you, feel free to reply as well.

Book a chat here - https://www.franchisebuyermarketing.com.au/power-strategy-call

Check out the video below where we discuss the problems and solutions for franchise brands that want to grow.

Your trust gap is.

I was talking with Glenn from Franchise Everything about the usual franchising frustrations.
“Leads are down.”
“Quality is bad.”
“Recruitment is slow.”

But when you look at the brands saying that… it’s rarely a lead issue.
It’s that buyers can’t find anything real to trust.

A dusty YouTube channel.
A website with one testimonial.
A founder who hasn’t been on camera since Kevin Rudd was PM.

Then we wonder why the sales pipeline feels flimsy.

If you don’t build the content trail, buyers will stitch together their own version of you from Google, Reddit and Facebook comments.

Spoiler.
It won’t be flattering.

Before anyone enquires, they will:

One Jim’s Mowing recruit actually told me he asked ChatGPT whether joining Jim’s was a good idea.
I asked what it said.

His reply:

“Well… I’m here, aren’t I?”

This is the modern buyer.
They’re thorough.
And they’re sceptical.

If your “brand story” is three old videos and a brochure, you’re not even in the research phase.

Glenn put it well:

“You can throw money at Meta and Google… but the second you turn the tap off, the music stops.”

Exactly.

If your recruitment engine relies entirely on paid traffic, then you don’t have an engine.
You have a hose.

No compounding.
No build-up.
No momentum.

Some franchisors still think:

That worked 10 years ago.

Today’s buyers binge on content.
And the more your content library grows, the faster the trust builds.

Every intake at Jim’s, I ask new franchisees how long they’ve been watching.

Common answers:

“I’ve watched 50 of your podcasts.”
“I’ve watched all of them.”
“I’ve been following you for two years.”

One person enquired SIX YEARS after their first interaction.

This is why long-term content beats short-term campaigns.

The algorithm has shifted.
People who show interest in business or franchising now get fed more content in that category.

So if you’ve got:

You’ll keep appearing in their feed for months.

If you’ve got… nothing?
Good luck.

This is the big unlock.

People follow people, not logos.

Jim’s founder brand drives more recruitment interest than anything we publish on corporate channels.
I’ve had people tell me they became interested in Jim’s after seeing a TikTok of Jim talking about his values.

The founder built the trust.
The franchise was sold afterwards.

This shift is only getting bigger.

And you can’t fix it with one slick video.

You fix it with consistency:

Honesty is your advantage now.

We tried to create a one-size-fits-all product.
Impossible.
Every brand is in a different spot.

So we’re doing it the right way:

15–30 minutes.
We look at what you’ve got and what’s missing.

Founder brand.
Recruitment content.
Franchisee stories.
Video assets that compound for years, not days.

New brands need different assets than mature ones.
Some need a strategy.
Some need volume.
Some need to fix the basics.

This is custom, not cookie-cutter.

If you want us to audit your brand and map out what a trust engine would look like for you, reply to this email or message me on LinkedIn.

No pressure.
No hard sell.
Just an honest look at whether your current content actually builds trust or whether it’s stopping people before they even enquire.

Book a time with Glenn and me here - https://www.franchisebuyermarketing.com.au/power-strategy-call

Each week, I interview marketing experts or share insights from the strategies I have used to help grow Jim’s by 2,000+ franchisees.

Listen on Spotify and iTunes.

If you would like to be a guest or would like me to cover a specific subject in an episode, please reply to this email.