Broker Content Marketing

The Challenge: Breaking Through Clutter, Driving Meaningful Engagement

Floor Coverings International needed to stand out in a highly competitive franchise broker landscape. Their goals were to increase broker engagement and referrals, provide consistent messaging and tools to consultants, build momentum and confidence in the brand’s growth trajectory, and enhance organic LinkedIn awareness to support franchise development.

The Solution: Fishman PR Implemented a Broker Enablement and Content Marketing Strategy Focused on:

  • Broker Enablement Strategy:
    • Conducted quarterly strategy sessions to align broker campaigns with franchise growth goals.
    • Used data-backed feedback loops to refine messaging based on broker engagement insights.
  • Broker Marketing Collateral:
    • Created and delivered 8 custom pieces annually, including one-pagers, 2-Minute Drills, seasonal mailers, and deal announcement graphics to keep brokers informed and engaged.
  • Deal Announcement Organic Social Content:
    • Built monthly LinkedIn content calendars featuring branded graphics and posts celebrating franchise signings, openings, franchisee spotlights, brand accolades, and broker-related content.
    • Maintained a steady pace of ~5 organic posts per month to increase visibility and momentum.

The Outcome: Broker Enablement:

  • Developed 8 strategic broker roadmaps over 16 months.
  • Broker interest in campaigns increased by 40% YoY.
  • Lead quality improved, with a 25% increase in qualified referrals from key broker networks.
  • Email Campaign Performance:
    • 42.6% open rate (industry average: 21.7%)
    • 14.2% click-through rate (industry average: 2.9%)
    • 8.7% increase in referrals submitted.

Organic LinkedIn Results:

  • Impressions grew by +192% over 16 months.
  • Engagement rate reached 6.8% (industry benchmark: 1.5–2.5%).
  • Corporate page gained 540 new followers.

Franchise Development Impact:

  • 82 new franchise agreements signed in 2024, with 92% sourced through franchise broker leads.
  • Positive brand sentiment improved across major broker networks including FranServe, IFPG, FranChoice, and The Perfect Franchise, based on consultant feedback.