Franchising is a proven way for many business owners to grow faster with less risk. It allows them to use a tested system, a trusted brand, and shared resources instead of starting from scratch.
In today’s market, competition is strong, and customer habits are changing quickly. While online tools and AI now play a bigger role in attracting customers, brand trust, consistency, and personal connections still make the biggest difference in long-term success.
Adam Terranova, Senior Director of Marketing (Trade Brands) at Authority Brands, knows this better than most. His division includes One Hour Heating & Air Conditioning, Benjamin Franklin Plumbing, and Mister Sparky.
Adam has more than a decade of experience in franchise marketing and brand growth. He started his career at Philly Pretzel Factory as Marketing Director, where he spent seven years helping expand the brand.
He later led marketing efforts at WoWorks as Senior Director of Strategic Initiatives, before joining Authority Brands. Adam specializes in strategies that balance national brand visibility with local market needs, focusing on brand positioning, franchisee collaboration, customer acquisition, and marketing systems that drive real growth.
In this article, we share Adam’s insights on how to grow a business through franchising. You will learn how franchise marketing works at different levels, how territories are managed, why brand reputation is critical, and how combining online tools with strong local outreach can create steady, lasting growth.
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Is Franchising a Good Way to Grow a Business?
Franchising can be an effective way to grow when the right structure is in place. It works best when three strengths combine: a proven system of operations, a clear financial plan, and a brand with strong market recognition.
Together, these give owners a tested process, predictable investment returns, and marketing support that helps attract customers faster.
The Three Tiers of Franchise Marketing
Franchise marketing usually runs on three levels:
- Tier 1 – National branding creates broad awareness through shared campaigns. These focus on the brand’s values and quality rather than specific locations.
- Tier 2 – Regional collaboration happens when owners in the same area pool funds for ads like radio, TV, or large promotions. This lowers costs and reaches a wider audience.
- Tier 3 – Individual owners run local marketing. This often includes online ads, sponsorships, or community partnerships.
How Territories Are Managed to Grow a Business
Territories are set based on the type of business. Having locations near each other can help restaurants because customers prefer convenience. In service businesses, territories are often mapped by zip code to avoid overlap. Customer requests go directly to the correct owner, which protects each location’s market.
Protecting the Brand’s Reputation
A franchise’s success depends on every owner meeting the same high standards. Poor service or misconduct at one location can hurt the entire network. That is why franchises set clear rules and expect all owners to follow them. Working together toward the same goals helps keep the brand strong and trusted.
When owners use the proven system, follow brand standards, and invest in marketing at every level, franchising can offer a clear path to steady growth.
How Franchise Owners Share Ideas and Adapt to Grow a Business?
Franchise owners often join best practice groups or leadership councils. These groups create a place to share ideas, give feedback, and learn from each other. Some owners focus on marketing, while others prefer operations or equipment. Working together allows everyone to benefit from different strengths.
Parent Companies and Platform Holding Companies
Both own multiple brands, but they work in different ways.
- Platform holding companies put all brands under the same systems and tools.
- Parent companies use a mixed approach, keeping what works in each brand while sharing resources where it makes sense.
This flexibility is important when brands have different needs. For example, heating and air conditioning businesses have strong seasonal peaks, while plumbing and electrical brands run more evenly throughout the year.
Owning Multiple Franchises to Grow a Business
Some owners run more than one brand from the same location. This might mean offering HVAC, plumbing, and electrical services together, which helps them serve more customer needs in one place.
Why Strong Independent Businesses Join a Franchise
Even a well-known local company may choose to join a franchise. Common reasons include:
- Access to national buying power and supplier discounts
- Use of proven marketing materials and trademarks
- A clear path for selling the business as part of an exit plan
Joining a franchise can be like starting a game already on second base. The systems, branding, and operational guides are already in place.
Finding New Locations
Franchise development teams research local markets to see where demand exists. They may target a specific region or respond to interest from potential owners.
Marketing in a Changing World
Digital tools and AI are growing, but personal connections still matter. Networking, local events, and grassroots outreach often create faster growth than relying only on ads. Technology works best when it supports these efforts.
How Technology, Pricing and Speed Impact Efforts to Grow a Business?
AI is changing how customers find and book services. Soon, a homeowner may simply tell an app to arrange a repair, and the system will choose the company. This makes it vital for businesses to know how they appear in search results and what influences that choice.
The Challenge of Online Pricing
Home service pricing is rarely straightforward. Many jobs need an in-person check before a cost can be given. For example, a leaking pipe could have several causes, each with a different repair price.
This uncertainty is why many companies avoid fixed online prices. In urgent cases, most customers care more about who can come first than comparing quotes.
Brand Loyalty and Response Time
Strong customer relationships can make people wait for non-urgent jobs. In emergencies, speed is what matters. Studies show most homeowners hire the first company that responds. To win these jobs, businesses must:
- Answer calls quickly
- Book work immediately
- Avoid leaving any inquiry unanswered
This stage is often called the “last mile of marketing” and the “first mile of operations,” where interest turns into confirmed work.
Competing for Search Visibility
Even when customers search for a specific brand, competitors may appear alongside it. Whether to pay for ads in your name depends on the market and how often others bid on it.
AI, Search Results, and Local Pages
AI-driven search is becoming a bigger part of how customers decide. Well-built local microsites, updated Google Business Profiles, and positive mentions on trusted sites can boost search rankings and AI recommendations. When these elements work together, they make it easier for customers to choose your business.
Building Brand Presence and Local Connections to Grow a Business Outside Google
Relying only on Google is no longer enough to grow a service business. Search rankings still matter, but they are just one part of a wider plan.
A strong brand should appear across many platforms from community spaces like Reddit to social media and local directories. The aim is to be visible wherever potential customers look, not just in search results.
How Google Decides Who to Show
Google’s job is to organize the internet and connect searchers with the best match. It looks for clear and consistent signals, such as:
- Correct name, address, and phone details
- A complete Google Business Profile
- A steady flow of positive reviews
- Consistent brand mentions across the web
When these signals are strong, Google trusts the business more. A good reputation is key, and regular positive reviews help prove reliability.
Owning the Customer Relationship
The best way to depend less on search engines is to make customers remember you directly. Consistent branding on vehicles, uniforms, and marketing materials keeps your name in their mind.
Clear contact details and simple ways to reach you, such as a visible phone number or QR code, make it easy for them to get in touch.
Bringing Back Local and Referral Marketing
Face-to-face promotion is still powerful but often ignored. Attending local events, handing out flyers, or joining networking groups helps build strong local ties.
Referral partnerships with other service providers, like roofers or landscapers, can maintain a steady workflow without large advertising costs.
Sharing useful advice or free resources in your community builds trust over time. When people regularly see value from you, they are more likely to call your business first when they need help.
Conclusion
Franchising can help a business grow faster when the right systems are in place. A proven process, a trusted brand, and strong marketing give owners the tools to attract customers and keep them returning. When these parts work together, growth becomes easier and more predictable.
Consistency is key to long-term success. Every location must follow the same high standards, because one bad experience can hurt the whole brand. Clear rules and shared goals help all owners protect the brand’s reputation and keep customer trust.
Moreover, building strong local ties is as important as using digital tools. Technology and AI can bring in leads, but personal connections often turn those leads into loyal customers.
Attending community events, partnering with local businesses, and encouraging referrals can create steady growth without heavy ad spending.
Owners who share ideas, adapt to market changes, and focus on quality service often see the best results. Franchising provides the framework, but success depends on how well each owner uses it.
By combining the strength of a recognized brand with smart marketing and consistent service, franchising can be one of the most effective ways to grow a business.
FAQs
What skills help you grow a business through franchising?
Strong leadership, good communication, and basic financial skills make a big difference. These help you manage daily operations, lead your team, and make smart growth decisions.
How much money do you need to grow a business with a franchise?
It depends on the brand, industry, and location. Costs include the franchise fee, equipment, marketing, and working capital. Always plan for extra funds in case of slow months.
Can you grow a business with franchising while keeping another job?
Yes, but it works best when you have a trustworthy manager. Running a franchise still needs time for oversight and decision-making.
How do franchise agreements help grow a business?
They set clear rules for brand use, territory, and operations. This creates consistency, which helps attract and keep customers.
Does location choice matter when trying to grow a business?
Yes. A good location can bring steady customer flow. Poor location planning can make growth harder, even with a strong brand.
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