What Franchise Candidates Research Before Contacting a Brand

Most franchise decisions begin quietly. Long before a candidate fills out a form or schedules a call, they are researching—reading, comparing, and forming opinions without the franchisor ever knowing.

Candidates search for recent news. They look for growth signals. They want proof that a brand is active, professional, and stable. These early impressions heavily influence whether a conversation ever happens.

“Most franchise decisions are already leaning yes or no before the first conversation,” says Mark Milburn. “What candidates find online plays a huge role in that outcome.”

This research process isn’t limited to candidates. Brokers, lenders, and investors evaluate brands using the same signals. Consistent visibility helps franchisors move more efficiently through every stage of the ecosystem.

The Franchise Marketing Network ensures that franchisors show up where trust is formed. By distributing credible press content across franchise-focused platforms, brands create a digital footprint that supports confidence and reduces uncertainty.

When candidates find strong, recent, third-party validation, curiosity turns into intent—and intent turns into action.

If you want to influence franchise decisions earlier in the journey, book a strategy call here:
https://calendly.com/mark-franchisemarketingsolutions/30min?month=2026-01

Author Bio:
Mark Milburn is the founder of Franchise Marketing Solutions and a leading voice in franchise growth, visibility, and brand authority. Through the Franchise Marketing Network and platforms such as FranchisePressReleases.com, Mark helps emerging and established franchisors turn their stories into scalable growth assets. He works closely with franchisors, brokers, investors, and franchise professionals to build credibility, momentum, and long-term brand equity across the franchise ecosystem.