The Challenge
Overcoming System Complexities to Empower Entrepreneurs
In today’s complex business landscape, the pathway for entrepreneurs to own their own business is not so simple. Franchise Brokers Association (FBA) believes the right opportunity empowers entrepreneurs to run businesses they truly love. By offering honest guidance, they aim to simplify the franchise process, helping people make solid investments and positively impact their communities.
FBA's mission to simplify franchising was undermined by their complex internal systems. Disorganized data scattered across systems led to a subpar customer experience. Their legacy CRM required a full-time developer to manage, slowing operations and straining their sales team. As Chief Operating Officer Chris Wall explains, “We could produce the lead, but I couldn’t quickly hand off that lead or get feedback on how deals were progressing. This stopped us from producing sales at the volume we needed.”
Each lead came at a high price - some as high as $400 each - putting significant pressure on the sales team to convert quickly. Their small marketing team could only produce one or two articles weekly, which resulted in heavy reliance on costly pay-per-click ads, driving up costs. To achieve their growth goals, FBA needed a more scalable and efficient approach to marketing and sales to better serve their customers.
The Solution
Scaling Content and Sales with AI-Powered Solutions
FBA chose Breeze for its user-friendly interface and ability to streamline operations. With HubSpot, the team could manage reports and workflows without relying on developers, and the platform’s customization helped brokers of all skill levels easily adopt it. “The ability to customize HubSpot to work for all of us has just been amazing,” Chris said. “The more we started to use it, the more our brokers wanted to participate.”
FBA recognized the need for powerful content marketing to generate qualified organic leads. To reduce their dependence on paid ads, they adopted HubSpot’s Content Hub and Sales Hub. By leveraging Breeze embedded in both hubs, they rapidly scaled content production and streamline lead generation.
Boosting Content Production by 250%
Before using Breeze, FBA’s marketing output was limited in content production, restricting their ability to drive organic traffic. Now, with HubSpot’s AI Blog Writer, they generate 2,000-word articles daily—a 250% increase in production.
To maintain their unique brand voice, FBA leverages Content Hub’s Brand Voice feature, ensuring all content sounds authentic. “We’ve been able to create fantastic content at a pace we never imagined, all while staying true to our voice,” said Chris.
FBA understands that customers consume content differently, so they use Content Remix to repurpose brand content across multiple channels with minimal manual effort. This allows them to reach a wider audience, and engage customers through various formats. “Content Remix is especially helpful for brokers who are less technically inclined. They gravitate towards it because it makes content generation significantly easier for them,” Chris said.
Brokers who previously struggled with tasks like crafting social posts or creating web pages can now complete them quickly and easily, increasing their productivity. Breeze also empowers new team members to efficiently generate professional responses to customer inquiries across social platforms, allowing them to make meaningful contributions from day one. This has not only improved efficiency, but also enhanced customer interactions - helping brokers build stronger relationships, sooner.
Streamlining Sales and Nurturing Leads
Before adopting HubSpot’s Sales Hub, FBA had little visibility into their sales pipeline, which slowed down progress and required constant back-and-forth communication to understand deal status. With Sales Hub, FBA gained clear visibility into their pipeline, making lead management and nurturing more efficient.
Sales Hub’s forecasting feature enhances this process, enabling FBA to accurately predict sales outcomes, set realistic goals, and motivate the team. With HubSpot’s unified platform, FBA can easily extract key data, leading to faster deal closures and more personalized customer interactions. Within a year, FBA has seen a 59.6% increase in deal volume and a 73% surge in revenue after implementing Sales Hub. “I use the AI’s forecasting data to challenge our sales director to exceed its predictions," said Chris. "Fortunately, we’ve been able to consistently beat those forecasts”.
The Transformation
216% Boost in Lead Generation and 60% Increase in Deal Closures with Breeze
Before adopting HubSpot, FBA struggled with disorganized data and slow content production, leading to high lead costs and limiting their ability to serve aspiring franchise owners effectively.
Now, with Breeze, FBA has transformed its marketing and sales operations, generating 216% more organic leads and closing 60% more deals. This shift has allowed them to reduce reliance on costly pay-per-click ads, improve efficiency, and streamline their tech stack.
“The increase in organic leads has been astounding,” said Chris. “These leads come to us more informed and ready to engage, which directly impacts our results.”
By automating several marketing and sales processes, Breeze has empowered FBA to focus on what they do best—find unique franchising opportunities for their customers, leading to an 85% increase in commission payouts to brokers. This transformation has expanded their capacity to bring on additional brokers, increasing FBA's ability to serve budding entrepreneurs. Breeze has empowered FBA to elevate both customer experiences and team productivity, creating stronger relationships and driving sustainable growth.
“Everything is kind of feeding itself now,” Chris said. “We have this ecosystem where we have the right types of leads, our marketing is educating those leads, and we’re able to close more deals. And that, in turn, creates more successful business owners in our communities.”
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