The Franchise Marketer Podcast
Oct 5, 2026 · 17 min · 11 segments
Jim's Group sells around 1,200 franchises a year, and almost every new franchisee in training has watched a video or listened to a podcast before they arrive. Joel Kleber, CMO of Jim's Group, sits…
Joel KleberHostTim BeanlandGuestMost franchise brands, and I see it and I laugh, right? I see the ads that they run.
And what we do is we've tried to really build this thing I call the franchise trust engine, which is basically put so many trust assets online, which is mainly video, that no matter what objection or questions they have, your video content can answer it at your own pace, and that's been really important for us.
And you're right, those videos there, which have been consumed from six, seven years ago till we produced them to being consumed now, um, are doing the selling for us and building the trust in the background beyond what a franchisor's doing.
So the franchisor's obviously talking to the prospect, but what can they go watch at 11 o'clock at night when they want to... just a bit more justification about their decision about what they're doing.
What more reassurance can I get? That's where they find the videos, and that's what's so powerful.
And a buyer of a franchise isn't someone like, like me who's com- I'm just risk...
I walk out of that marketing degree into a, a, a client who runs a singing school.
Most franchise brands, and I see it and I laugh, right? I see the ads that they run.
And what we do is we've tried to really build this thing I call the franchise trust engine, which is basically put so many trust assets online, which is mainly video, that no matter what objection or questions they have, your video content can answer it at your own pace, and that's been really important for us.
And you're right, those videos there, which have been consumed from six, seven years ago till we produced them to being consumed now, um, are doing the selling for us and building the trust in the background beyond what a franchisor's doing.
So the franchisor's obviously talking to the prospect, but what can they go watch at 11 o'clock at night when they want to... just a bit more justification about their decision about what they're doing.
What more reassurance can I get? That's where they find the videos, and that's what's so powerful.
And a buyer of a franchise isn't someone like, like me who's com- I'm just risk...
I walk out of that marketing degree into a, a, a client who runs a singing school.
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