Approach & Insight

The typical Grounds Guys prospect is planning to leave their full-time job to open their own franchise business. Curious Jane knew that when people begin their franchising journey, they are hungry for information. They’re making a significant, life-changing decision, so they want to explore their options and educate themselves as much as possible. We knew that if we could get in front of the target audience with the facts they were seeking, we could engage them, help them self-select as good candidates and lead them into the Ground Guys sales funnel.

Strategy & Execution

Curious Jane established that the Grounds Guys’ ideal prospect spends a lot of time on LinkedIn, so we used that platform’s job title targeting to connect with them. To stand out from the competition, we emphasized Neighborly Brands’ impressive credentials: They’re the world’s largest home services company with more than 40 years of experience, and they continue to earn impressive rankings from publications like Inc., Entrepreneur and Franchise Business Review. Our strategy paid off: Soon 90% of The Ground Guys’ leads were coming through the conversational ads we placed on LinkedIn.  

We also used Meta and Google to put our ad creative in front of potential franchisees and pull them into the sales pipeline. We remarketed using franchisee testimonials to keep leads warm and reiterate the opportunity. And because we know how effective it is, we continued to leverage The Ground Guys’ high rankings and awards from publications like Franchise Industry Leader.