A Family of Top Franchises
A Unified Strategy Brings Leads to 27 Distinct Brands
The Challenge
How should you market a multitude of distinct brands that all share an umbrella brand? Can you leverage the parent brand to help all the brands beneath it?
This was the challenge Neighborly brought to Curious Jane as it sought to improve its franchise development results for all 27 of its brands.
Neighborly is the world’s largest home services company, operating in nine countries. Its franchise brands provide homes and businesses with services like landscaping and lawn care, cleaning, plumbing and HVAC. Neighborly wanted a strategy that would boost the number of quality and buy-ready leads for its entire portfolio of brands.
The Results

Approach & Insight
Neighborly had two things going for it. First, even though each of its many sub-brands focuses on promoting its unique suite of services, all the brands share the “home services” business space, allowing the Neighborly family of brands to remain cohesive and distinctive. And second, Neighborly has been in business in one form or another since 1981, building a solid reputation and excellent credentials. Curious Jane knew we had an opportunity to leverage these facts to improve franchise development for all the Neighborly brands.

Strategy & Execution
Curious Jane wanted to take advantage of the interrelated nature of all the Neighborly brands and ensure that no matter where a lead entered the fran dev sales ecosystem, Neighborly would be able to guide them, educate them, retain them and move them through the stages of the sales funnel. This took big-picture strategizing, close attention to detail, and plenty of technical and media know-how.
Through Curious Jane’s strategy, Neighborly generated awareness of the overall opportunity it offers. Paid media efforts on Google and LinkedIn drove potential prospects to a landing page where they could take a quiz, matching them with three brands that best fit their needs.
At the same time, individual Neighborly brands ran ads on Google, Meta and LinkedIn with remarketing campaigns to keep leads warm. Each of these brands had its own landing page for anyone wanting to learn more. And all the landing pages were accessible through the Neighborly website. To maximize cross-brand lead nurturing, the Neighborly sales team guided each potential franchisee to learn more about the Neighborly brands that best suited them.

