Dani Peleva argues franchisors waste money on marketing before fixing their system. If franchisees aren't profitable and referring others, more leads won't help. Fix the franchisee experience first, then recruit.
Franchisors come to us and ask, can you increase my lead quality? Or, can you fix my franchise recruitment? What they should be asking instead is, is my franchisee experience really good? Because I'll tell you one thing, you can't market yourself out of a broken system. The franchisors that scale, they obsess about franchisee success first, marketing second, because they know a great franchisee becomes a recruiter. A poor franchisee becomes a liability. So before you spend another $50K on yet another franchise marketing agency, ask yourself this: are my franchisees winning? Are they making money? Can they refer others to my business? If the answer is no, then you don't need marketing. That's a waste. Fix the system first and then market it.
