Duo Photography’s franchise recruitment website went live last Friday – and by Monday had 14 hot leads. What did they do right and what other best practices are franchises using to generate quality leads?


“All we did was launch the website and put a post on our Facebook page,” says Adrian de la Fuente, the CEO of Wellington-based mobile photography studio franchise Duo Photography. “The response was way beyond expectations.”

“We developed a specialist franchise recruitment website based on international best practices,” explains Robin La Pere, director of franchise consultancy No Ordinary Businesses and Franchises.

“The website www.duophotographyfranchise.co.nz not only contains the right design and keywords to maximise the site’s online presence, but walks potential franchisees through the story of the franchise opportunity in a compelling way.”

Other franchises which have used specialty franchise websites to outstanding effect have included the world’s largest carpet-cleaning franchise, ChemDry, which saw a 600% increase in leads and 300% increase in recruitment when they launched their site.

Another New Zealand success story has been Mexicali Fresh, which had three company-owned stores in 2013 but now has 10 listed on its website.

“We’re really proud of the rapid expansion of our family owned company since we began franchising just a few months ago,” says co-owner Conor Kerlin.

There’s no doubt that taking their time has been part of Mexicali Fresh’s success. When they opened their first restaurant Auckland's Princes Wharf in 2005, their first customer asked:  “What's a burrito?”

New Zealanders have now discovered the answer and it seems the Mexican food invasion has arrived with a vengeance.

“It took a couple of years for people to experience Mexicali and kind of get used to the food,” says Kerlin.

The franchise has also attracted attention with its California-cool image – its co-founders hail from the United States – which is reflected in its online presence, including its Facebook and Twitter pages, and the funky franchise information booklet designed by Auckland’s Luc Identity.

Another franchise which understands the axiom that “your best customer may be your next franchisee” is US-based The Little Gym, a children’s fitness franchise. They were blown away when they received 30 franchise enquiries in just one day. The strategy? Send a letter to customers sharing the results of a high franchisee satisfaction survey score they’d received from an independent survey organisation.

Yet another children’s franchise, UK-based A-Star Sports, used a similar strategy to leap from zero to 11 active territories in just six months. They had worked with a franchise consultancy to prepare a thorough Franchising Business Development Plan. Their goal? To become the UK’s most popular and successful provider of multi-sports coaching for children. Their strategy? Work with experts to prepare the highest standard of franchise documentation, training systems and marketing materials, then apply for (and win) all sorts of awards to further build your presence and credibility. The result? A-Star Sports is ahead of their plan to have 55 franchises within the first five years.

As you've seen, working with an experienced and innovative franchise development consultant can really pay off when it comes to growing your network, both in terms of size and quality. Contact us to discuss your goals and needs.

Article by Robin La Pere, No Ordinary Business and Franchise Consultants

Contact me at robin@noordinary.co.nz.

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Robin La Pere of No Ordinary Consultants has been a franchise manager, franchisor and now a franchise consultant. He has broad experience in franchise recruitment and a track record of success in working with franchise systems to grow their networks, in terms of both size and quality.





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