Multi-Unit Operators: Digital Strategies That Drive Serious Growth for Franchisors and Franchisees

Multi-unit franchise owners tend to be savvy investors; almost by definition, they are people who have an affinity for proven business models, operational efficiency, and demonstrable ROI. For franchisors, attracting and helping these high-performing candidates requires a digital strategy that goes beyond just promoting the brand and locations. It requires a well-thought-out game plan that starts with recruitment and continues through the day-to-day operations.

Whether you're a franchisor wanting to grow your business or a potential multi-unit owner looking for a smart investment, digital marketing is a powerful tool to help you reach the next level.

I. Attracting Multi-Unit Franchisees: Showcasing Opportunity Through Digital Strategy

Franchise prospects often approach their search like a business acquisition, not a lifestyle choice. They want to see a strong value proposition, reliable support, and room to grow. A franchisor’s digital presence is the first, and often only, chance to make that case.

Lead with credibility


Usually, the first step for prospective multi-unit franchisees is to do research, so franchisors should make as much information as possible available on their websites, social media, and third-party directories. A good franchise opportunity website or landing page should go beyond “what our brand offers” copy. It should include proof points like unit economics, growth trajectories, and testimonials from existing multi-unit operators.

Target precisely


Franchisors should use targeted advertising strategies, particularly on platforms like LinkedIn, Facebook, Instagram, or Google Adwords, to reach people with relevant business backgrounds and investment potential. The messaging in the ad copy should highlight how the franchise offers a proven system, strong support, and room to grow, as well as differentiators from other franchises.

Don’t confuse consumers with candidates


It’s common for franchisors to rely too heavily on their social media accounts and posts to attract prospective franchisees. Instead, franchisors should develop a dedicated marketing funnel that speaks directly to investor-level multi-unit operators. Create landing pages and targeted marketing strategies specific to users looking to open multiple franchise locations.

Leverage AI for smarter prospecting


Artificial intelligence (AI) is becoming a powerful tool in franchise development. AI-driven lead scoring can help prioritize high-quality candidates based on digital behavior and engagement patterns. Meanwhile, machine learning can optimize ad placements and content messaging in real time, potentially boosting conversion rates and reducing cost per lead.

II. Supporting Multi-Unit Growth: Digital Tools to Help Franchisees

Once multi-unit operators are on board, the focus shifts from attraction to support. When searching for the right multi-unit opportunity, prospective franchisees should look for brands that prioritize digital strategies to help them scale efficiently while maintaining consistency and performance across all locations.

Centralized platforms = local efficiency


A well-designed digital platform can empower franchisees to run localized marketing across all their units without unnecessary complexity. This includes unique social media accounts for their location, assistance with their paid advertising, and access to analytic tools.

Local SEO and discoverability


Each unit needs to win in its local market. A franchisor’s digital strategy should support this through consistent business listings management, review monitoring systems (including each location’s Google Business Profile), and location pages on the franchise’s main website that include unique local content.

A franchise’s location pages must be part of the national website (i.e., www.ABCstore.com/boston) rather than creating unique websites or subdomains for each location (i.e., boston/ABCstore.com), as Google will treat a unique site as a completely separate entity, leaving franchisors to compete with themselves for search authority. Each location page should also include structured data (also known as schema markup) that is unique to that location, including information such as its hours, address, and contact details.

Performance insights that drive better decisions


Multi-unit franchisees should have access to performance dashboards that show what's working and where to optimize, for each of their locations. Metrics like cost per lead, conversion rates, and campaign ROI lead to better decisions.

AI-driven operational efficiency


AI is also transforming how franchisees manage day-to-day digital efforts. Tools that use predictive analytics can suggest the best times to post content and adjust ad budgets based on performance. Additionally, natural language generation can help franchisees produce on-brand, local content quickly.

As the franchise landscape becomes more competitive, both franchisors and franchisees need the right digital strategy in order to achieve stronger performance, consistent growth, and long-term success.

Steve Buors is the CEO of Reshift Media.