{
  "study": {
    "title": "Why franchise ads don't sell more territories",
    "subtitle": "We checked the recruitment pages, forms, tracking and Meta ads of 127 franchise brands with 50 or more units. This is where the leads leak.",
    "url": "https://sellmorefranchises.org/research/franchise-recruitment-study-2026/",
    "pdf": "https://sellmorefranchises.org/files/franchise-recruitment-study-2026-10.pdf",
    "published": "2026-10-13",
    "fieldwork": {
      "start": "2026-10-08",
      "end": "2026-10-13"
    },
    "sample": {
      "brands": 127,
      "recruitment_ads": 2128,
      "checks_per_brand": 38,
      "countries": {
        "US": 103,
        "AU": 24
      }
    },
    "publisher": {
      "name": "Digital Rocket",
      "url": "https://digitalrocketads.com",
      "site": "Sell More Franchises",
      "site_url": "https://sellmorefranchises.org"
    }
  },
  "license": {
    "name": "CC BY 4.0",
    "url": "https://creativecommons.org/licenses/by/4.0/",
    "attribution": "Sell More Franchises / Digital Rocket"
  },
  "notes": [
    "Percentages are shares of brands, pages, forms or ads where a check could be answered; see base and base_count.",
    "Data covers what loads in a browser and the Meta Ad Library, not ad spend, CRM data or sales results.",
    "Brands are anonymous."
  ],
  "findings": [
    {
      "id": "S.1",
      "area": "Sample and method",
      "statement": "Franchise brands studied, all with 50 or more units and already recruiting with paid ads.",
      "value": "127",
      "percent": null,
      "count": null,
      "base_count": null,
      "base": null,
      "study_page": 2,
      "url": "https://sellmorefranchises.org/findings/#f-S.1"
    },
    {
      "id": "S.2",
      "area": "Sample and method",
      "statement": "Brands by country: 103 in the United States, 24 in Australia.",
      "value": "103 / 24",
      "percent": null,
      "count": null,
      "base_count": null,
      "base": null,
      "study_page": 2,
      "url": "https://sellmorefranchises.org/findings/#f-S.2"
    },
    {
      "id": "S.3",
      "area": "Sample and method",
      "statement": "Median number of units per brand.",
      "value": "144",
      "percent": null,
      "count": null,
      "base_count": null,
      "base": null,
      "study_page": 2,
      "url": "https://sellmorefranchises.org/findings/#f-S.3"
    },
    {
      "id": "S.4",
      "area": "Sample and method",
      "statement": "Median year the brands started franchising.",
      "value": "2007",
      "percent": null,
      "count": null,
      "base_count": null,
      "base": null,
      "study_page": 2,
      "url": "https://sellmorefranchises.org/findings/#f-S.4"
    },
    {
      "id": "S.5",
      "area": "Sample and method",
      "statement": "Largest categories: food and beverage 34, home services 17, fitness 15, children and education 14, beauty 10.",
      "value": "34 / 17 / 15 / 14 / 10",
      "percent": null,
      "count": null,
      "base_count": null,
      "base": null,
      "study_page": 2,
      "url": "https://sellmorefranchises.org/findings/#f-S.5"
    },
    {
      "id": "S.6",
      "area": "Sample and method",
      "statement": "Median published investment range, US brands.",
      "value": "$290K–$656K",
      "percent": null,
      "count": null,
      "base_count": null,
      "base": null,
      "study_page": 2,
      "url": "https://sellmorefranchises.org/findings/#f-S.6"
    },
    {
      "id": "S.7",
      "area": "Sample and method",
      "statement": "Median US franchise fee in the group, before any royalty.",
      "value": "$49,000",
      "percent": null,
      "count": null,
      "base_count": null,
      "base": "102 US brands",
      "study_page": 3,
      "url": "https://sellmorefranchises.org/findings/#f-S.7"
    },
    {
      "id": "S.8",
      "area": "Sample and method",
      "statement": "Active recruitment ads read in the Meta Ad Library.",
      "value": "2,128",
      "percent": null,
      "count": null,
      "base_count": null,
      "base": null,
      "study_page": 2,
      "url": "https://sellmorefranchises.org/findings/#f-S.8"
    },
    {
      "id": "S.9",
      "area": "Sample and method",
      "statement": "Yes-or-no checks per brand: recruitment page 9, phone view 5, inquiry form 10, tracking 7, Meta ads 7.",
      "value": "38",
      "percent": null,
      "count": null,
      "base_count": null,
      "base": null,
      "study_page": 2,
      "url": "https://sellmorefranchises.org/findings/#f-S.9"
    },
    {
      "id": "F0.1",
      "area": "At a glance",
      "statement": "Ask for name, email and phone before a single question about money, timing or territory.",
      "value": "98%",
      "percent": 98,
      "count": 124,
      "base_count": 126,
      "base": "forms",
      "study_page": 3,
      "url": "https://sellmorefranchises.org/findings/#f-F0.1"
    },
    {
      "id": "F0.2",
      "area": "At a glance",
      "statement": "Don't say what the opportunity is, or who it's for, on the first phone screen.",
      "value": "90%",
      "percent": 90,
      "count": 113,
      "base_count": 126,
      "base": "pages",
      "study_page": 3,
      "url": "https://sellmorefranchises.org/findings/#f-F0.2"
    },
    {
      "id": "F0.3",
      "area": "At a glance",
      "statement": "Use one Meta pixel for customers and franchise candidates alike.",
      "value": "55%",
      "percent": 55,
      "count": 47,
      "base_count": 86,
      "base": "brands with a pixel on both sites",
      "study_page": 3,
      "url": "https://sellmorefranchises.org/findings/#f-F0.3"
    },
    {
      "id": "F0.4",
      "area": "At a glance",
      "statement": "Have all three tracking basics: own pixel, click ID kept in the form, server-side signal.",
      "value": "0 of 127",
      "percent": null,
      "count": 0,
      "base_count": 127,
      "base": "brands",
      "study_page": 3,
      "url": "https://sellmorefranchises.org/findings/#f-F0.4"
    },
    {
      "id": "F0.5",
      "area": "At a glance",
      "statement": "Clear five recruitment basics in a row.",
      "value": "8 of 127",
      "percent": null,
      "count": 8,
      "base_count": 127,
      "base": "brands",
      "study_page": 3,
      "url": "https://sellmorefranchises.org/findings/#f-F0.5"
    },
    {
      "id": "F0.6",
      "area": "At a glance",
      "statement": "Recruitment ads that name or quote a real franchisee.",
      "value": "3.9%",
      "percent": 3.9,
      "count": 82,
      "base_count": 2128,
      "base": "ads",
      "study_page": 3,
      "url": "https://sellmorefranchises.org/findings/#f-F0.6"
    },
    {
      "id": "F0.7",
      "area": "At a glance",
      "statement": "Brands that show a named franchisee on their website (same brands).",
      "value": "61%",
      "percent": 61,
      "count": null,
      "base_count": null,
      "base": null,
      "study_page": 1,
      "url": "https://sellmorefranchises.org/findings/#f-F0.7"
    },
    {
      "id": "F0.8",
      "area": "At a glance",
      "statement": "Checks the median brand fails, of the 35 or so that could be measured for it. The best brand still fails 12.",
      "value": "17",
      "percent": null,
      "count": null,
      "base_count": null,
      "base": null,
      "study_page": 3,
      "url": "https://sellmorefranchises.org/findings/#f-F0.8"
    },
    {
      "id": "F1.1",
      "area": "The first phone screen",
      "statement": "Don't say what it is and who it's for on the first phone screen.",
      "value": "90%",
      "percent": 90,
      "count": 113,
      "base_count": 126,
      "base": "pages",
      "study_page": 4,
      "url": "https://sellmorefranchises.org/findings/#f-F1.1"
    },
    {
      "id": "F1.2",
      "area": "The first phone screen",
      "statement": "No sticky call or apply bar.",
      "value": "71%",
      "percent": 71,
      "count": 90,
      "base_count": 126,
      "base": "pages",
      "study_page": 4,
      "url": "https://sellmorefranchises.org/findings/#f-F1.2"
    },
    {
      "id": "F1.3",
      "area": "The first phone screen",
      "statement": "Fail Google's Core Web Vitals on mobile.",
      "value": "53%",
      "percent": 53,
      "count": 45,
      "base_count": 85,
      "base": "pages with real-user speed data",
      "study_page": 4,
      "url": "https://sellmorefranchises.org/findings/#f-F1.3"
    },
    {
      "id": "F1.4",
      "area": "The first phone screen",
      "statement": "No button before the visitor scrolls.",
      "value": "52%",
      "percent": 52,
      "count": 65,
      "base_count": 126,
      "base": "pages",
      "study_page": 4,
      "url": "https://sellmorefranchises.org/findings/#f-F1.4"
    },
    {
      "id": "F1.5",
      "area": "The first phone screen",
      "statement": "Open with a pop-up or banner over the page.",
      "value": "29%",
      "percent": 29,
      "count": 37,
      "base_count": 126,
      "base": "pages",
      "study_page": 4,
      "url": "https://sellmorefranchises.org/findings/#f-F1.5"
    },
    {
      "id": "F1.6",
      "area": "The first phone screen",
      "statement": "Pages that do all three on a phone: say what it is and who it's for, show a button, and keep a call or apply bar on screen.",
      "value": "3 of 126",
      "percent": null,
      "count": 3,
      "base_count": 126,
      "base": "pages",
      "study_page": 4,
      "url": "https://sellmorefranchises.org/findings/#f-F1.6"
    },
    {
      "id": "F2.1",
      "area": "The inquiry form",
      "statement": "Ask contact details first.",
      "value": "98%",
      "percent": 98,
      "count": 124,
      "base_count": 126,
      "base": "forms",
      "study_page": 5,
      "url": "https://sellmorefranchises.org/findings/#f-F2.1"
    },
    {
      "id": "F2.2",
      "area": "The inquiry form",
      "statement": "Ask about available capital.",
      "value": "63%",
      "percent": 63,
      "count": 80,
      "base_count": 127,
      "base": "brands",
      "study_page": 5,
      "url": "https://sellmorefranchises.org/findings/#f-F2.2"
    },
    {
      "id": "F2.3",
      "area": "The inquiry form",
      "statement": "Ask about territory.",
      "value": "47%",
      "percent": 47,
      "count": 60,
      "base_count": 127,
      "base": "brands",
      "study_page": 5,
      "url": "https://sellmorefranchises.org/findings/#f-F2.3"
    },
    {
      "id": "F2.4",
      "area": "The inquiry form",
      "statement": "Run the form in steps.",
      "value": "15%",
      "percent": 15,
      "count": 19,
      "base_count": 127,
      "base": "brands",
      "study_page": 5,
      "url": "https://sellmorefranchises.org/findings/#f-F2.4"
    },
    {
      "id": "F2.5",
      "area": "The inquiry form",
      "statement": "Ask when they want to open.",
      "value": "11%",
      "percent": 11,
      "count": 14,
      "base_count": 127,
      "base": "brands",
      "study_page": 5,
      "url": "https://sellmorefranchises.org/findings/#f-F2.5"
    },
    {
      "id": "F2.6",
      "area": "The inquiry form",
      "statement": "Ask capital, timing and territory.",
      "value": "8%",
      "percent": 8,
      "count": 10,
      "base_count": 127,
      "base": "brands",
      "study_page": 5,
      "url": "https://sellmorefranchises.org/findings/#f-F2.6"
    },
    {
      "id": "F2.7",
      "area": "The inquiry form",
      "statement": "Let the candidate book a call.",
      "value": "7%",
      "percent": 7,
      "count": 9,
      "base_count": 127,
      "base": "brands",
      "study_page": 5,
      "url": "https://sellmorefranchises.org/findings/#f-F2.7"
    },
    {
      "id": "F2.8",
      "area": "The inquiry form",
      "statement": "Forms that ask about capital and ask it before name and email.",
      "value": "0 of 80",
      "percent": null,
      "count": 0,
      "base_count": 80,
      "base": "forms that ask about capital",
      "study_page": 5,
      "url": "https://sellmorefranchises.org/findings/#f-F2.8"
    },
    {
      "id": "F2.9",
      "area": "The inquiry form",
      "statement": "Median number of fields on the inquiry form.",
      "value": "9",
      "percent": null,
      "count": null,
      "base_count": null,
      "base": null,
      "study_page": 5,
      "url": "https://sellmorefranchises.org/findings/#f-F2.9"
    },
    {
      "id": "F3.1",
      "area": "Tracking",
      "statement": "Have a Meta pixel on the recruitment page.",
      "value": "84%",
      "percent": 84,
      "count": 107,
      "base_count": 127,
      "base": "brands",
      "study_page": 6,
      "url": "https://sellmorefranchises.org/findings/#f-F3.1"
    },
    {
      "id": "F3.2",
      "area": "Tracking",
      "statement": "Share that pixel with the customer website.",
      "value": "55%",
      "percent": 55,
      "count": 47,
      "base_count": 86,
      "base": "brands with a pixel on both sites",
      "study_page": 6,
      "url": "https://sellmorefranchises.org/findings/#f-F3.2"
    },
    {
      "id": "F3.3",
      "area": "Tracking",
      "statement": "Don't keep the click ID or ad source in the form.",
      "value": "49%",
      "percent": 49,
      "count": 62,
      "base_count": 127,
      "base": "brands",
      "study_page": 6,
      "url": "https://sellmorefranchises.org/findings/#f-F3.3"
    },
    {
      "id": "F3.4",
      "area": "Tracking",
      "statement": "Show no server-side tracking signal.",
      "value": "86%",
      "percent": 86,
      "count": 109,
      "base_count": 127,
      "base": "brands",
      "study_page": 6,
      "url": "https://sellmorefranchises.org/findings/#f-F3.4"
    },
    {
      "id": "F3.5",
      "area": "Tracking",
      "statement": "Keep the click ID and show a server-side signal.",
      "value": "8 of 127",
      "percent": null,
      "count": 8,
      "base_count": 127,
      "base": "brands",
      "study_page": 6,
      "url": "https://sellmorefranchises.org/findings/#f-F3.5"
    },
    {
      "id": "F3.6",
      "area": "Tracking",
      "statement": "Have own pixel, click ID and server-side signal.",
      "value": "0 of 127",
      "percent": null,
      "count": 0,
      "base_count": 127,
      "base": "brands",
      "study_page": 6,
      "url": "https://sellmorefranchises.org/findings/#f-F3.6"
    },
    {
      "id": "F4.1",
      "area": "The ads",
      "statement": "Brands running recruitment ads on Meta, a median of 10 ads at a time.",
      "value": "111 of 122",
      "percent": null,
      "count": 111,
      "base_count": 122,
      "base": "brands",
      "study_page": 7,
      "url": "https://sellmorefranchises.org/findings/#f-F4.1"
    },
    {
      "id": "F4.2",
      "area": "The ads",
      "statement": "First line calls out would-be owners.",
      "value": "70%",
      "percent": 70,
      "count": 1480,
      "base_count": 2128,
      "base": "ads",
      "study_page": 7,
      "url": "https://sellmorefranchises.org/findings/#f-F4.2"
    },
    {
      "id": "F4.3",
      "area": "The ads",
      "statement": "Lead with ownership and lifestyle.",
      "value": "55%",
      "percent": 55,
      "count": 1178,
      "base_count": 2128,
      "base": "ads",
      "study_page": 7,
      "url": "https://sellmorefranchises.org/findings/#f-F4.3"
    },
    {
      "id": "F4.4",
      "area": "The ads",
      "statement": "Send people to a Meta instant form.",
      "value": "25%",
      "percent": 25,
      "count": 522,
      "base_count": 2128,
      "base": "ads",
      "study_page": 7,
      "url": "https://sellmorefranchises.org/findings/#f-F4.4"
    },
    {
      "id": "F4.5",
      "area": "The ads",
      "statement": "Running unchanged for 90+ days.",
      "value": "25%",
      "percent": 25,
      "count": 541,
      "base_count": 2128,
      "base": "ads",
      "study_page": 7,
      "url": "https://sellmorefranchises.org/findings/#f-F4.5"
    },
    {
      "id": "F4.6",
      "area": "The ads",
      "statement": "Mention the investment or cost.",
      "value": "20%",
      "percent": 20,
      "count": 427,
      "base_count": 2128,
      "base": "ads",
      "study_page": 7,
      "url": "https://sellmorefranchises.org/findings/#f-F4.6"
    },
    {
      "id": "F4.7",
      "area": "The ads",
      "statement": "Name or quote a real franchisee.",
      "value": "3.9%",
      "percent": 3.9,
      "count": 82,
      "base_count": 2128,
      "base": "ads",
      "study_page": 7,
      "url": "https://sellmorefranchises.org/findings/#f-F4.7"
    },
    {
      "id": "F5.1",
      "area": "The words",
      "statement": "Headlines that lead with ownership and lifestyle.",
      "value": "69%",
      "percent": 69,
      "count": 88,
      "base_count": 127,
      "base": "pages",
      "study_page": 8,
      "url": "https://sellmorefranchises.org/findings/#f-F5.1"
    },
    {
      "id": "F5.2",
      "area": "The words",
      "statement": "Hero sections that say who the franchise is for.",
      "value": "14%",
      "percent": 14,
      "count": 18,
      "base_count": 127,
      "base": "pages",
      "study_page": 8,
      "url": "https://sellmorefranchises.org/findings/#f-F5.2"
    },
    {
      "id": "F5.3",
      "area": "The words",
      "statement": "Hero sections that mention the investment.",
      "value": "4%",
      "percent": 4,
      "count": 5,
      "base_count": 127,
      "base": "pages",
      "study_page": 8,
      "url": "https://sellmorefranchises.org/findings/#f-F5.3"
    },
    {
      "id": "F5.4",
      "area": "The words",
      "statement": "Pages using the phrase \"passion\".",
      "value": "52%",
      "percent": 52,
      "count": 66,
      "base_count": 127,
      "base": "pages",
      "study_page": 8,
      "url": "https://sellmorefranchises.org/findings/#f-F5.4"
    },
    {
      "id": "F5.5",
      "area": "The words",
      "statement": "Pages using the phrase \"proven business model\".",
      "value": "20%",
      "percent": 20,
      "count": 26,
      "base_count": 127,
      "base": "pages",
      "study_page": 8,
      "url": "https://sellmorefranchises.org/findings/#f-F5.5"
    },
    {
      "id": "F5.6",
      "area": "The words",
      "statement": "Pages using the phrase \"proven system\".",
      "value": "17%",
      "percent": 17,
      "count": 21,
      "base_count": 127,
      "base": "pages",
      "study_page": 8,
      "url": "https://sellmorefranchises.org/findings/#f-F5.6"
    },
    {
      "id": "F5.7",
      "area": "The words",
      "statement": "Pages using the phrase \"industry-leading\".",
      "value": "13%",
      "percent": 13,
      "count": 16,
      "base_count": 127,
      "base": "pages",
      "study_page": 8,
      "url": "https://sellmorefranchises.org/findings/#f-F5.7"
    },
    {
      "id": "F5.8",
      "area": "The words",
      "statement": "Pages using the phrase \"turnkey\".",
      "value": "11%",
      "percent": 11,
      "count": 14,
      "base_count": 127,
      "base": "pages",
      "study_page": 8,
      "url": "https://sellmorefranchises.org/findings/#f-F5.8"
    },
    {
      "id": "F5.9",
      "area": "The words",
      "statement": "Pages using the phrase \"make a difference\".",
      "value": "11%",
      "percent": 11,
      "count": 14,
      "base_count": 127,
      "base": "pages",
      "study_page": 8,
      "url": "https://sellmorefranchises.org/findings/#f-F5.9"
    },
    {
      "id": "F5.10",
      "area": "The words",
      "statement": "Median reading level of recruitment pages (US grade). Pages say \"we\" and \"our\" more than \"you\".",
      "value": "Grade 13.5",
      "percent": null,
      "count": null,
      "base_count": null,
      "base": null,
      "study_page": 8,
      "url": "https://sellmorefranchises.org/findings/#f-F5.10"
    },
    {
      "id": "F6.1",
      "area": "Five basics in a row",
      "statement": "Recruitment page reviewed.",
      "value": "127",
      "percent": null,
      "count": null,
      "base_count": null,
      "base": null,
      "study_page": 9,
      "url": "https://sellmorefranchises.org/findings/#f-F6.1"
    },
    {
      "id": "F6.2",
      "area": "Five basics in a row",
      "statement": "Publishes an investment range.",
      "value": "60",
      "percent": 47,
      "count": 60,
      "base_count": 127,
      "base": "brands at the step above",
      "study_page": 9,
      "url": "https://sellmorefranchises.org/findings/#f-F6.2"
    },
    {
      "id": "F6.3",
      "area": "Five basics in a row",
      "statement": "Form asks about available capital.",
      "value": "35",
      "percent": 58,
      "count": 35,
      "base_count": 60,
      "base": "brands at the step above",
      "study_page": 9,
      "url": "https://sellmorefranchises.org/findings/#f-F6.3"
    },
    {
      "id": "F6.4",
      "area": "Five basics in a row",
      "statement": "Form keeps the click ID or UTM source.",
      "value": "16",
      "percent": 46,
      "count": 16,
      "base_count": 35,
      "base": "brands at the step above",
      "study_page": 9,
      "url": "https://sellmorefranchises.org/findings/#f-F6.4"
    },
    {
      "id": "F6.5",
      "area": "Five basics in a row",
      "statement": "Own Meta pixel, not the customer site's.",
      "value": "8",
      "percent": 50,
      "count": 8,
      "base_count": 16,
      "base": "brands at the step above",
      "study_page": 9,
      "url": "https://sellmorefranchises.org/findings/#f-F6.5"
    }
  ],
  "self_check": [
    {
      "question": "Does your first phone screen say what you offer and who it's for?",
      "percent_answering_no": 90,
      "note": null
    },
    {
      "question": "Is there a button to inquire before the visitor scrolls?",
      "percent_answering_no": 52,
      "note": null
    },
    {
      "question": "Does a call or apply bar stay on screen as they scroll?",
      "percent_answering_no": 71,
      "note": null
    },
    {
      "question": "Does the page publish the investment range?",
      "percent_answering_no": 53,
      "note": null
    },
    {
      "question": "Does your form ask about available capital?",
      "percent_answering_no": 37,
      "note": null
    },
    {
      "question": "Does it ask when they want to open?",
      "percent_answering_no": 89,
      "note": null
    },
    {
      "question": "Does it ask a qualifying question before the email field?",
      "percent_answering_no": 98,
      "note": null
    },
    {
      "question": "Does the franchise site have its own Meta pixel?",
      "percent_answering_no": 55,
      "note": "Share of brands with a pixel on both sites that use the same one."
    },
    {
      "question": "Does your form keep the click ID or ad source?",
      "percent_answering_no": 49,
      "note": null
    },
    {
      "question": "Do your ads show a real franchisee, by name?",
      "percent_answering_no": 89,
      "note": null
    }
  ]
}