FranNet
FranNet is the world’s largest franchise brokerage and consulting group – with an inventory of over 200 franchise brands; 215 Marketing
is the current Agency of Record for FranNet
The Situation
FranNet’s nationwide network of franchise consultants needed a scalable way to generate right-fit consultations by territory—without overlap, wasted spend, or reporting gaps. Rising CPCs, uneven local demand, and fragmented routing made it hard to control CPL and see which markets, keywords, and creatives produced booked meetings.
The Work
We built an integrated acquisition program—search + social, conversion-focused pages, CRM routing, and territory-level reporting—so every consultant can see what’s working and invest where it counts.
360-degree audit of entire marketing and technology landscape
We assessed campaigns, content, tracking, and CRM workflows across regions to find waste, gaps, and quick wins. The outcome was a prioritized roadmap tied to CPL and consultation volume.
Implementation of core marketing technology platforms
Standardized the stack—ad platforms, analytics, call tracking, and CRM—so leads flow cleanly from click to consultant, with consistent fields and UTM governance.
Annual strategic planning and budget proposals
Built territory-level plans with seasonal pacing, testing calendars, and clear targets for CPL, consultations, and pipeline—aligning national goals with local execution.
Account Setup & Restructure
Rebuilt campaigns by intent tier and territory with tight geo-targets, negatives, and extensions. Messaging matches local consultant value props to protect lead quality.
Advanced Reporting Setup
Live dashboards show spend, CPL, consultations, and pipeline by consultant and market. Offline conversions connect booked meetings and deals back to campaigns.
Ongoing management and optimization
Weekly tests on keywords, bids, audiences, and creative; rapid budget shifts to winners; landing page and form improvements to raise conversion rates.
Ongoing educational seminars
Recurring enablement sessions for consultants on speed-to-lead, follow-up sequences, and best practices—so marketing gains translate to more booked meetings.
Executive-level support and consulting
Quarterly reviews with leadership to prioritize markets, allocate budget, and plan expansions—grounded in territory performance and forecasted demand.
01
Set goals & territories
Define consultation targets, acceptable CPL, and routing rules by consultant/market.
02
Build the foundation
Install tracking, connect CRM, standardize fields, and align on UTMs and naming.
03
Launch, learn & route
Phase rollouts, A/B test ads and pages, and auto-route leads to the right consultant.
04
Scale what works
Expand winning keywords/audiences, refresh creative, and pace budgets by market demand.
Approach
Simple, fair, and transparent. We align national strategy with local execution, launch in controlled phases, and optimize against booked consultations and pipeline—not vanity clicks. Every decision is visible in the dashboard.
The Results
FranNet saw more qualified consultation requests at a lower CPL across priority territories. A standardized build made new markets faster to launch, while CRM-level attribution showed which campaigns and consultants were converting—informing budget, enablement, and growth plans.
Want to Work With Real People Who Drive Real Results?
At 215 Marketing, our culture blends high performance with radical collaboration. We’re curious,
transparent, and genuinely care—about your success and each other.