How Operations Leaders Can Coach Franchisees on Local Marketing Execution Without Doing It for Them
The fix for franchise local marketing isn't another campaign. It's coaching franchisees to own execution and results.
Keep ReadingRight at Home works with Franchise Business Review (FBR) to build trust and credibility through sponsored content that drives traffic back to their franchise website.
Content is a huge part of franchise development marketing. But the power of storytelling and sharing content on your own platforms—like your website, blog, and social media—misses a key piece of the content marketing puzzle.
That missing piece? The trust and validation only found when other credible sources and websites point back to your franchise brand.
Candidates spend an average of 6-8 weeks of research on various franchise brands before reaching out directly to the franchise sales team. Where are they finding information about your franchise concept? Is it from trustworthy third-party sources or just from your own website and social media?
A franchise development team that has excelled in using content marketing strategically to build credibility and trust with leads is Right at Home Franchise. We discussed their content strategy and uncovered some incredible tips for franchise development marketers ready to level up their sponsored content approach.
Meet the Brand: Right at Home Franchise
Right at Home is a senior and home care franchise on a mission to improve the quality of life for seniors and adults with disabilities.
The brand has 750+ locations across five countries, with many impressive franchise awards, like FBR’s Most Profitable Franchises (2020-2025) and Entrepreneur’s Top Global Franchises (2020-2025). Additionally, they’re an FBR Hall of Fame Award winner, which means they’ve been named a Top Franchise for more than 10 years!
The Right at Home team partnered with FBR on franchisee satisfaction surveys years previously, but the content marketing partnership started in 2020. Their posts have done incredibly well, and so we asked Erina Garcia, the Right at Home Franchise Development Marketing Manager, why they’ve been so successful.
Why Focus on Sponsored Content?
The FBR website is a place where many franchise candidates research brands and seek out the concepts with high franchisee satisfaction scores, awards, and franchisee success stories.
The Right at Home franchise marketing team was seeking ways to boost credibility and validation for their franchise leads. Sponsored content on a third-party website like FBR made a lot of sense.
“We wanted a trusted voice to showcase our brand beyond just our own blog. We were looking at partnerships that offered us the validation that would help our leads build trust in our concept,” explains Garcia.
How our Content Marketing Program works: The FBR team meets with your team and discusses the stories and profiles you want to feature. FBR writes the sponsored content to best fit your goals while leveraging SEO tactics and effective formatting.
The Right at Home Franchise Content Strategy
The FBR and Right at Home teams worked closely together to ideate the content that has helped them achieve high impressions, traffic, and validation from leads. These are some of the key content strategy points that helped Right at Home succeed.
Use Stories to Showcase Franchisee Success
A big piece of the Right at Home content strategy is the emphasis put on storytelling over outright promotion in their blog posts.
“We wanted to focus on the people in our business, and not be overly promotional. We merged stories and education and brought them together,” shares Garcia.
The Right at Home blog post about Holly Holton, a franchisee who did extremely well very quickly in the Ohio market, shares Holly’s journey to becoming a franchisee, as well as highlighting her success in that market, tying together storytelling and strategy.
The Right at Home blog post featuring Holly on the FBR website had more than 12,000 views in 18 months.
“Ohio is a target market for us, and Holly was a newer owner who did really well in that market. By featuring her story, we get to showcase this person who KILLED it, which could inspire others in that area to inquire,” explains Garcia.
Feature Your Target Franchisee Demographics
Another strategy that worked well for the Right at Home team is featuring franchisees who represent the different demographics they’re hoping to attract to the brand—like women, veterans, and multi-generational business owners.
This blog post featuring veteran and multi-unit franchisee Ted Pease was aimed at sharing the story of how military experience can create a great foundation for franchise ownership.
The Right at Home blog post telling Tim’s story on the FBR website had more than 3,000 views in 2025 alone.
Veterans are a target audience for the Right at Home franchise, and Garcia notes there’s a misconception that you need medical experience to do well in the business, which isn’t true. Experience in the military lends itself well to thriving as a franchise owner, so a post highlighting these skills and Tim’s story was a great fit.
Show, Don’t Tell Your Differentiators
Garcia’s team knows that every franchise team out there says that their differentiator is their culture and people.
Garcia explains, “We often get asked what makes us different, and it feels so cliché to say culture and people. So we had to find a way to show it, instead of just saying it.”
By telling real franchisee stories in their sponsored content, Garcia’s team had the opportunity to illustrate the difference in their culture and owners. The blog post showcasing Right at Home franchisee, Maeghan Scott, shares a unique story of legacy and generational business ownership.
The Right at Home franchise content across the FBR website achieved more than 21,000 views in 2025.
Garcia notes that many Right at Home business owners have generational businesses, where they continue the business for parents or other family members. By showcasing Meaghan’s story, the Right at Home team got to show rather than tell how the people and culture of their brand stand out.
Driving Traffic to Your Sponsored Content
Garcia noted that leads often mention seeing Right at Home content on the FBR website in their initial discovery calls and throughout the sales process—offering huge validation on the effectiveness of sponsored content.
But it’s not just about the content itself. Part of the success the Right at Home team has seen with their sponsored content is about the way they approach marketing the posts and profiles.
“We take the content we share there seriously. It’s not about running just another piece of content. It’s almost like having a whole secondary website that you want to drive traffic to—we don’t just set it and forget it,” explains Garcia.
Sponsored Content Promotion Strategies
Depending on the post or profile, these are the strategies that the Right at Home team uses to promote the sponsored content to gain new traffic.
- Paid advertising to generate new traffic to their brand on a third-party website
- Email campaigns to dead leads to encourage re-engagement
- Email campaigns to nurture current leads in the pipeline
- LinkedIn news articles to point traffic to the sponsored content
- Organic social media posts that push traffic to the post or profile
- Encouraging the corporate or franchise teams to share the article
- Providing sales directors with the articles to use as a resource for current prospects
Seeing sponsored content as a funnel, and even sending traffic to a different website deliberately, is another reason why the Right at Home franchise marketing team stands out in their development efforts.
Right at Home Franchise Content Results
The Right at Home brand has done an amazing job utilizing storytelling, franchisee successes, and a strategic promotion approach to sponsored content for their franchise development marketing.
Here are some of their featured results from 2025:
- Over 21,000 views of their content on the FBR website in 2025.
- Dedicated blog post from Feb 2025 had 12,000 views in 11 months.
- Dedicated blog post from May 2024 had 12,000 views in 18 months.
- Franchisee Profile from Dec 2024 had over 3,000 views in 2025.
- Featured Franchisee Testimonial ad placement on FBR’s homepage received 8,245 views with a click rate of 0.23% (4x the industry average) in one quarter.
Seeing how the team has taken a proactive approach to sponsored content traffic, used their posts as a funnel to their own website, and leveraged the power of credibility with third-party sources is an inspiration in the competitive world of franchise development marketing.
Interested in getting results like these for your own system? Franchise Business Review helps franchise brands at all phases of growth to understand franchisee satisfaction, lead generation, and validation. Schedule a free demo today to get started!
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