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5 Tips for Recruiting Franchisees to Your Community
From The Buxton Co
During the retail and restaurant attraction process, city government leaders often face the challenge of recruiting franchisees. The reason is simple: many retail and restaurant projects require a franchisee before developing the site.
If you need to recruit a franchisee for a pending development project, consider these five tips.
1. Know What You Have to Offer
No attraction efforts should be made until an inventory of available opportunity sites (both existing retail premises and vacant land) has been made. Understand that some franchisees will want to own the property rather than lease. Prepare focused marketing packages that:
Your branded marketing material should be included in every business visitation, site proposal, trade show packet, and online. Make sure your website has all of the most up‑to‑date information (including Buxton’s analytics) so that a franchisee can perform due diligence on their own.
3. Go to Networking Events
There are many regional and national events that offer the opportunity to meet current and potential franchisees. Consider becoming a member of the many franchise organizations; subscribe to their newsletters and online updates. Also consider attending trade shows or regional franchise events. These are great opportunities to meet franchisees; consider sponsoring any of these events:
4. Engage With Existing Franchisees in Your Community and Region
Develop a targeted list of those businesses within your community and those in proximity . . . and then work that list. Sources could include your community’s business license and permit data as well as contacts from the real estate community. Proactively seek local referrals from your chamber of commerce. Visit the existing franchisees as part of a retention program to learn. Build relationships with those existing franchisees, ask for testimonials, seek referrals and make sure they are aware of additional franchise opportunities in your market.
5. Consider Incentives
Consider incentives customized specifically for franchisees that are designed to promote your community as an ideal market for franchise opportunities. Here are three best practices:
Want to learn more about recruiting franchisees as part of the retail development process? Watch our on‑demand webinar to hear a former California city leader talk about her experience and these five tips in more detail.
If you have an opinion on the retailing or retail real estate industries, take this opportunity to share your thoughts. Articles should run between 400 and 800 words. Topics can, be general in nature, consumer observation or specific to retail concepts or practices.
Articles will be posted for at least one week and will then be placed in the Editorial Archives. All articles submitted will be read and considered but we cannot guarantee publication. Each published article will carry the submitters byline (if desired) and is a free service to our community.
Article ideas and suggestions are also always welcomed. Contact PVS@PlainVanillaShell.com
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