Matt Stanton: How Do You Reach Franchise Prospects From Different Generations?

Franchisors shouldn’t assume that generational differences are just about age. Prospects enter the funnel at different moments in their lives, which shapes their tolerance for risk, financing strategies, and definition of success. At Hand & Stone, reaching them effectively starts with understanding why they are evaluating us and how our value proposition aligns. 

Established prospects bring franchise experience and some skepticism. They’ve owned franchises before and have navigated economic ups and downs. For this audience, credibility is earned through data. They want clear unit-level economics, a proven and repeatable revenue model, and a view of operational efficiencies as well as trust and excitement in the brand. Marketing that feels too aspirational can work against you. We leverage earned media, educational webinars, speaking engagements, and in-depth discovery days because they support deep data-driven evaluation. 

Franchisees with less tenure evaluate through a scalability lens. They are focused on systems, infrastructure, and long-term potential. For them, we use digital channels such as targeted LinkedIn, Google, and Meta campaigns, portals, virtual discovery days, and lead-nurturing marketing campaigns. Our messaging must clearly demonstrate Hand & Stone’s differentiation and the ability to evolve with changing consumer behavior. These prospects want to understand the franchise opportunity and how the brand plans to grow and evolve. 

Younger or first-time franchise prospects apply a different filter. Brand purpose, culture, and community impact are foundational considerations. They deeply care about how a brand treats its people, how it shows up locally, and whether ownership aligns with their personal values and goals. Platforms like Instagram, YouTube, TikTok, podcasts, and owned video content play a larger role but only when the content is authentic. We also share franchisee and human-interest stories, which resonate as strongly as financial projections. For this audience, credibility comes from what has happened and not what could happen. 

What remains consistent across generations is an awareness of when they are being sold versus informed. Strong franchise development marketing adapts tone and channel without diminishing the core investment opportunity. Unit economics, operational support, and leadership alignment matter to every prospect, but the prioritization order differs. 

Reaching across generations is about addressing prospective franchisee concerns and staying on message while identifying the right platforms to help share the brand story. 

We must communicate the value of our franchise model authentically in a way that reflects where each prospect is in their investment journey, not just how many years they’ve lived.

"For this audience, credibility comes from what has happened and not what could happen."
- Matt Stanton, Chief Development Officer, Hand & Stone Massage and Facial Spa