September, October, and November are the peak months for franchise recruitment. Every franchisor we’ve worked with sees a big spike in new leads in the autumn, and also a big increase in the number of older leads suddenly re-engaging with the brand and taking a renewed interest.

So, why does this happen, and how can you make the most of it?

Autumn is a key time for people making decisions because it marks a shift in their thinking, and the end of the summer holidays is a natural watershed moment.

Think about it: over the summer, people are distracted with going away, sunshine, and socialising. Even if they’re unhappy in their jobs, they can “put up with it” while they feel good about other aspects of their lives.

Then September hits with the end of the hot weather, nights drawing in, and life revolving almost exclusively around work again – the work they were already fed up with. That “back to school” feeling lasts way past childhood for many people, especially when they’re stuck somewhere they feel unappreciated, under-rewarded, and unhappy.

They begin to think: “Something has to change.” Many set goals to make big decisions by the end of the year, with starting their own business very high on the list – and franchising is one of the best ways for them to do just that.

So, how can you use this to your advantage?

Here are the key questions you need to be asking of your franchise to make sure it is front and centre of people’s focus this autumn:

How do you look online?

Your franchise recruitment website, prospectus, social media feeds, and portal profiles are the front line of answering that all important questions all prospects have: what’s in it for me?

Make sure you are providing:

• Clear, detailed information on your franchise offer
• Storytelling that inspires confidence and trust
• Case studies which show what success looks like

Are you focusing on the right kind of leads?

Having 5000 leads on your database is worth nothing if none of them engage with your franchise, or turn out to be the wrong kind of people. Are you wasting time and resources chasing the wrong people?

Think clearly about how you can and identify, qualify, and prioritise the leads you need so you can focus on quality over quantity.

Are you speaking their language?

If you’re using the same techniques to speak to leads as you do to market your brand’s products and services, you may not get anywhere near the kind of results you need. For you, they might easily just be another lead number but, for them, this is a life changing decision you’re asking them to make.

Is the language and content you are using appropriate to the psychology behind that?

How well do you nurture your leads?

Unlike how your customers may behave, franchise prospects rarely decide quickly. In fact, 30% of people who go on to become franchisee spend more than 12 months in a lead database before making a decision.

Are you making sure you keep up comms with that significant pool of potential franchisees? How are you making sure you’re keeping your franchise on their radar when they start to wonder if now is the right time to make their move?

Plenty to think about!

However, if you’d like to talk about any or all of the topics we’ve discussed here – or even bring up challenges we haven’t mentioned – we’d love to hear from you. We’re always more than happy to point you in the right direction for the help and advice you need.

Just click the button at the bottom of this email to schedule a call.