Franchise Marketer
Franchise Marketer
Podcast Description
Great franchises aren’t just built—they’re marketed.
I’m Joel Kleber, Chief Marketing Officer of Jim’s Group—Australia’s largest franchise and ranked #1 in the annual Top 30 Franchise Executives report. In this podcast, I talk with franchisors, marketers, and industry experts to uncover what actually works when it comes to franchise growth.
We’ll cover:
✔️ How to attract quality franchise leads
✔️ What makes franchise marketing different from other industries
✔️ Content, social media, and AI tools that actually help
Plus, a lot more!
Podcast Insights
Content Themes
The podcast covers a wide range of topics in franchise marketing, including how to attract quality leads, the unique aspects of franchise marketing compared to other industries, and the use of AI tools and social media for marketing growth. Specific episodes tackle subjects such as the efficacy of raw video content, strategies for leveraging short-form video on various platforms, and how to build a Google Knowledge Panel, providing actionable insights for franchisees and marketers.
The Franchise Marketer Podcast breaks down how to grow, market, and scale franchise brands. Hosted by Joel Kleber, CMO of Jim’s Group, the largest franchise system in the Southern Hemisphere with 5,700 franchisees, Joel shares insights from building one of the most recognised franchise brands. With experience across content, recruitment, and marketing strategy, plus interviews with industry experts, this podcast is your playbook for attracting franchisees, building stronger brands, and using content the right way.
Most franchisors expect leads after two months of posting. Amrit Dhaliwal waited three years. Now serious prospects watch 30 hours of his content before they ever inquire.
Amrit is the CEO and founder of Walfinch, a UK home care franchise with around 40 locations and a target of 200.
He started as a franchisee in a different brand in 2012, sold that business, then launched Walfinch in December 2019, weeks before lockdown.
Known as The Walking CEO, he runs the Walking With Walfinch podcast, wrote the book Time to Thrive: The Home Care Revolution, and posts hundreds of pieces of content every month.
In this episode with Joel Kleber, Amrit breaks down how a founder brand actually drives franchise recruitment, why it takes three years to work, and how he competes against brands 15 times his size, budget, and age.
What you will learn:
Reverse benchmarking. Find what competitors do badly, then get great at that
Why the real problem is almost never the system. It’s lack of volume
How to start a personal brand when you are shy or hate being on camera
The three places franchise revenue comes from and where to spend your time
How content gets prospects to a no faster, and why that is a win
Why founders who do the reps themselves beat agencies and brokers
What Amrit learned about data and franchisee profitability at the IFA in the US
If you run a franchise brand and you are still hiding behind an enquiry form, this one is for you.
Chapter timestamps
00:00 Activity beats waiting for the phone to ring
00:50 Meet Amrit Dhaliwal and Walfinch
01:25 From franchisee to founding his own brand
03:42 How Walfinch differs in UK home care
06:26 What a founder brand actually does
08:30 Reverse benchmarking your competitors
11:00 Why a personal brand takes three years
14:17 Where a shy franchisor should start
17:35 Building trust and AI search presence
20:23 Interviewing your own franchisees
22:29 How prospects self qualify online
24:10 Getting people to a no faster
28:24 The real challenges of scaling
30:50 Delegating slowly and painfully
35:09 Highest leverage activities to grow
38:47 Why the real problem is lack of volume
40:00 What he learned at the IFA in the US
44:46 The content trust layer, UK vs US
47:19 Do the reps yourself
48:46 The future of his personal brand
Guest links for Amrit Dhaliwal
LinkedIn: https://www.linkedin.com/in/amrit-dhaliwal-a436445b/ (search Amrit Dhaliwal QFP)
Instagram: https://www.instagram.com/amrit_walfinch
YouTube: Amrit the Walking CEO
Walfinch main site: https://walfinch.com
Walfinch franchising site: https://walfinchfranchising.com
Book, Time to Thrive: The Home Care Revolution
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