Why does franchise cost per lead change so much between markets?

Different competition, different buying power, different auction costs. The same franchise offer can cost several times more per lead in one country than in the next. Set one target across both and you either overpay in the cheap market or choke the expensive one.

Why can't one target cost cover every market?

For one network we run across Australia and New Zealand, the same brand and the same offer hit very different cost ceilings in each country. Judge both against one number and the cheap market hides the expensive one. Neither grows the network.

Can one playbook run two markets?

Yes, if it's one playbook with two layers. The system is shared; the economics are not.

What breaks with two agencies for two markets?

Zero shared learning. Every win in one market stays trapped there, and you pay twice to learn the same lesson while neither agency sees the full network. Centralise the system, localise the execution.

What should you judge each market on?

Its own cost per signed franchisee. A national average looks healthy while one market quietly bleeds. Report each market separately, against its own economics, and scale only where the maths holds.

That's how Resicert's recruitment runs across Australia and New Zealand: one system, separate market layers. Cost per recruitment lead fell from A$43.75 in 2022 to A$18.39 in 2025. See the case study.

What should you ask your agency?

What is my cost per signed franchisee, per market? The answer, or the lack of one, tells you whether you have a partner running your growth or a vendor counting leads. Related: what it costs to sign a franchisee.