In this episode, I sat down with Joel Kleber from Jim’s Group in Australia — the world’s largest lawn and garden care franchise system — and we dug into something every emerging franchisor needs to understand:Content is not a marketing expense. It’s a long-term asset that compounds trust and franchise sales.Joel’s team didn’t grow Jim’s Group by changing the model. They grew it by building a transparent, founder-led content engine — and the numbers speak for themselves.Key TakeawaysContent compounds. A video you post today can still influence franchise buyers 3–6 years later.Long-form content builds trust faster than sales calls. Some buyers consume 20+ hours before discovery day.Transparency filters in better franchise candidates. The more honest you are, the higher-quality your leads become.Founder Q&A content wins. Organic, unscripted answers (even from a phone) outperform polished promos.AI is changing buyer behavior. Candidates now research through ChatGPT, Reddit, TikTok, and Facebook groups — content gives you control of the narrative.Time Stamps00:00 Introduction to TikTok's Impact on Franchising00:12 Welcome to The Franchise Scaleup Show00:53 Special Guest: Joel Kleber from Jim's Group02:33 Joel Kleber's Journey with Jim's Group04:07 The Power of Video Content in Franchising06:27 Transparency and Authenticity in Franchising09:33 Challenges and Misconceptions in Franchising14:39 The Importance of Long-Form Content20:24 The Power of Organic TikTok Content21:30 Impactful Day on the Road Videos21:52 Long-Form Podcasts for Franchise Education23:18 Leveraging Content for Franchise Sales28:24 The Role of AI in Franchising28:51 Creating a Digital Twin with AI33:14 AI's Impact on Customer Interaction34:50 The Future of AI in Business38:00 Final Thoughts and FarewellIf you’re in that 10–40 unit stage where growth feels exciting but chaotic, your content and systems have to start working for you — not the other way around.Book your free Franchise Growth Strategy Call at guycoffey.com.We’ll map your stage, your bottlenecks, and the content + franchise development system you need to scale without burning out or losing control. Connect with Guy Coffey:LinkedIn: www.linkedin.com/in/guycoffeyWebsite: www.guycoffey.comInstagram: @guycoffeyYouTube: @guycoffey

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