5 Essential Steps to Franchise Marketing 

You did it! You achieved your goal of opening your very own franchise. That’s a huge accomplishment worth celebrating. And now that it’s officially yours, it’s time to let the world know about it—so you can start helping other people achieve their goals.  

What’s the best way to go about doing that? 

It would be nice if it was as easy as opening your doors and letting a flood of clients in (like early morning on Black Friday). Unfortunately, that’s not typically how it works. You likely have to let everybody know you’re open, where you’re located, what hours you’re open, how to contact you, what products you offer, why your service is great, and you likely will have to start building relationships and become a trusted resource for future buyers and business partners.  

That may sound like a lot, but it doesn’t have to be something to get stressed about. With some time, planning, creating, and posting, you’ll be ready to roll in no time. The good news is you don’t have to figure all of that out on your own—check out these five tips for starting franchise marketing: 

Franchise Marketing: Your Essential Guide 

1. Craft Your Digital Storefront: Your Website 

Your website is often the first impression potential borrowers have of you and your franchise. It’s important to make it count. When someone is starting to plan their home buying experience, the first place they look is online. So, when they find you, you want to put your best digital foot forward to build trust right away.  

Here’s some important information you may want to feature on your site: 

• Essential Information: Make sure your website provides your location, business hours, contact information (phone, email, address), and the names and bios of your team members. This not only makes it easier for clients to find you but may also humanize your brand and help establish a quick connection. 
• Showcase Your Franchise: You may want to go beyond listing the mortgage products and services you offer. Explain the unique benefits of working with your franchise, such as access to a wide range of lenders and personalized guidance tailored to each client’s needs. You may want to consider adding educational resources like a mortgage calculator, a glossary of terms, or even blog posts answering frequently asked questions. This can demonstrate your knowledge and help build confidence in potential borrowers. 

2. Claim Your Spot on Google: Google Business Profile 

In today’s digital world, buyers turn to Google for everything from finding the nearest coffee shop to researching mortgage companies. Your Google Business Profile is your digital business card, which may make it essential for local visibility. 

• Claim and Verify: You may want to claim your Google Business Profile (it’s free!) and verify your business information. This can be a crucial step in ensuring your franchise appears in local search results when potential clients are looking for mortgage services in your area. 
• Complete Your Profile: You may want to fill out all sections of your profile, including business description, photos, services offered, and hours of operation. Add photos of your office, team members, and even happy clients on closing day. A complete and visually appealing profile may encourage potential buyers to click and learn more about your franchise. 
• Encourage Reviews: Positive reviews can be social proof that can significantly influence potential clients. Actively encourage customers to leave reviews on your Google Business Profile. Not only might this boost your credibility, but it might also improve your local search ranking. 

3. Amplify Your Voice: Social Media Presence 

Social media can be a powerful tool for connecting with your community, building relationships, and showcasing your experience. It can be your virtual megaphone to help reach a wider audience and generate leads. Think of it like attending a networking event but with the entire world at your fingertips.  

• Choose the Right Platforms: You may want to Identify the social media platforms where your audience is most active. For mortgage professionals, this might include Facebook, Instagram, LinkedIn, and even TikTok (to reach younger demographics). You may want to focus your efforts on the platforms that yield the best results. 
• Craft Compelling Content: You may decide to create a content calendar and plan a mix of educational posts (home buying tips, mortgage advice, market updates), behind-the-scenes glimpses of your team, success stories, and even a bit of humor. Consider keeping your content informative, engaging, and relevant to your audience. You may want to add video to your strategy, as research shows it’s highly effective in attracting and engaging potential clients, according to HubSpot. 
• Engage with Your Audience: Social media can be a two-way street. You may want to respond to comments and messages promptly, participate in relevant conversations, and use social media to build relationships with potential clients and referral partners. 

4. Connect & Convert: Email & Social Marketing 

Email marketing and social media (expanding on what was covered above) may be powerful tools for nurturing leads and generating new business. By combining these channels, you may be able to create a multi-faceted approach to reach potential clients at different stages of the homebuying journey. 

• Build Your Email List: You may want to offer valuable content like complementary e-books, guides, or checklists in exchange for email addresses. You may want to use email marketing to send out regular newsletters with informative articles, mortgage tips, and special promotions.  
• Create Drip Campaigns: For any leads in your pipeline, you may want to make sure you’re connecting with them from time to time so that when they’re ready, you’re the person they’ll call. You can do this through strategic content, like an email once per month, that highlights a different product, updates them on the market, or shares a great story. You may want to ensure to remember birthdays, anniversaries, and other important dates of your connections and reach out on those days. A simple email can go a long way. 
• Networking on LinkedIn: You may want to connect with real estate agents, financial advisors, and other professionals who can refer clients to you. Share your experience, participate in industry groups, and build strong relationships that may lead to valuable partnerships. 

5. Invest in Your Community: Local Engagement 

Building a strong local presence goes beyond online marketing. It may be about becoming a valued member of your community and establishing trust with potential clients on a personal level. 

• Sponsor Local Events: You may want to get involved in community events, such as local sports leagues, charity fundraisers, or neighborhood festivals. This may not only increase brand visibility but also show your commitment to giving back to the community. 
• Host Educational Workshops: You may want to offer complementary workshops on topics like “First-Time Homebuyer Tips” or “Understanding Your Credit Score.” These events may help to position you as a trusted authority and provide a valuable service to your community. 
• Partner with Local Businesses: You may want to collaborate with other local businesses, such as real estate agencies, home inspectors, and title companies, for cross-promotions or joint events. This can help you reach a wider audience and foster mutually beneficial relationships. 

Marketing Can Make the Difference for a New Franchise 

Opening your doors is the first step (after owning the doors, I guess), but then it’s likely all about what you do next that makes all the difference. It may take a strategic approach to franchise marketing that combines online and offline efforts to reach potential clients, build trust, and establish yourself, your team, and your brand as a leader in your local market. By focusing on these five tips, you might have enough momentum to start getting the leads, clients, partners, and happy home buyers you’re looking for.