E32: The Franchise Development Professionals Fireside Chat

Hosts: Michael Hyam and Liane Caruso  
Guests: Franchise Development Professionals & Leaders

The landscape for franchise development professionals in 2025 is evolving rapidly, with industry leaders facing new challenges while rediscovering fundamental truths about what makes successful partnerships. 

In a recent mastermind discussion on the LFG podcast, seven seasoned franchise development executives shared candid insights about vulnerability, authenticity, and the state of their industry.

Podcast Summary: Industry Insights From Franchise Development Professionals

Meet the Industry Veterans

This roundtable discussion brought together a diverse group of franchise development professionals, each bringing unique perspectives from different sectors and experience levels:

Jeremy Shelton – Franchise Developer at ohDEER All Natural Pest Control, describes himself as “easily excited” and brings passion for smaller, single-brand franchises with a focus on helping candidates think bigger about their future.

Rob Lancit – VP of Franchise Development at Stratus Building Solutions, a self-described “sarcastic Gen Xer” who brings decades of experience in lead generation and franchise development, particularly focused on secondary and tertiary markets.

Chris Brown – VP of Development at Clothespin, an industry veteran who characterizes himself as “always optimistic” and emphasizes authentic relationship-building in the franchise development process.

Paul Pickett – CDO and EVP of Franchising at Wild Birds Unlimited, brings over 36 years of franchise development experience with a “glass half full” outlook and deep expertise in organic growth strategies.

Kelly Schroeder – VP of Franchise Development at Threshold Brands (managing 10 home service brands), describes herself as “relentless and passionate” with a strong focus on bringing humanity back to franchise sales.

Danielle Wright – CEO of Creative Shift and President of Francoach, characterizes herself as “talkative and animated,” bringing dual perspectives as both a franchise consultant and coach with extensive industry experience.

The Power of Vulnerability in Professional Settings

One of the most striking themes from the discussion was the transformative power of professional vulnerability. Jeremy Shelton from ohDEER All Natural Pest Control noted that the Nashville Hello Mastermind experience revealed “vulnerability in professional settings is not just okay—it’s welcome and celebrated.”

This shift toward authenticity is reshaping how franchise developers approach their work. As Rob Lancit from Stratus Building Solutions observed, many franchise developers feel “like we’re on an island all by ourselves,” but creating safe spaces for genuine connection changes everything. The group emphasized that there’s “no ego here, there’s no competition—we’re just here to mutually support one another.”

Putting Humans First in Franchise Sales

Danielle Wright from Creative Shift captured a crucial insight: “We’re humans first.” This philosophy is becoming increasingly important as the industry moves away from transactional relationships toward authentic partnerships.

Kelly Schroeder from Threshold Brands highlighted a critical concern in high-growth organizations: “We lose sight of who’s behind those numbers. And they’re actually families and people.” Her call to “bring the human element back to the concept of franchise sales” resonates deeply in an industry where individual franchisees are betting their livelihoods on business decisions.

The Current State of Franchise Development

The consensus among these industry veterans is that 2025 presents both opportunities and challenges:

Lead Generation Evolution

The franchise development world has become increasingly complex. Rob Lancit, who worked in lead generation 20 years ago, notes that things were “way simpler” then. Today’s challenge isn’t just generating leads—it’s about quality and attribution.

Paul Pickett from Wild Birds Unlimited reported improved lead flow after a slow first quarter, but also noted that “people are a little more anxious” and are “consciously deferring decision making” due to economic uncertainty.

Quality Over Quantity

Chris Brown from Clothespin emphasized a shift toward “quality over quantity,” with candidates becoming “a lot more deliberate” in their decision-making process. This trend toward what the industry calls “responsible franchising” means deeper, more meaningful conversations between developers and prospects.

Key Success Metrics That Matter

When asked about the most important metrics, the group’s responses revealed their focus on relationship-building and long-term success:

• Jeremy Shelton: Validation to close ratio
• Paul Pickett: Prospect to close ratio and lead attribution
• Danielle Wright: Cost per lead to deal conversion
• Kelly Schroeder: Discovery Day to close percentage by fran dev manager
• Rob Lancit: Lead source and cost per sale

Red Flags in Franchise Candidates

The experienced developers shared their biggest warning signs:

• Personality issues and questioning vs. seeking to understand (Danielle Wright)
• Negotiating the business model early in the process (Kelly Schroeder)
• Not involving the spouse in the decision-making process (Jeremy Shelton)
• Focusing solely on potential earnings too early (Rob Lancit)
• Buying themselves a job rather than investing in an enterprise (Paul Pickett)
• Poor engagement and availability (Chris Brown)

The Magic Wand Solutions

If these industry leaders could fix one thing in franchise development, their priorities would be:

• Rob Lancit: Solve the lead issue with quality candidates in secondary and tertiary markets
• Kelly Schroeder: Restore the human element to franchise sales
• Paul Pickett: Require more consistent Item 19 disclosures for better candidate decision-making
• Danielle Wright: Make franchising more positive to combat negative perceptions

Technology Tools Driving Success

The group’s favorite tools reflect the industry’s embrace of AI and personalization:

• AI platforms: ChatGPT, Claude, and Perplexity for research and content creation
• CRM and nurturing tools: Glad, Lumen, and cadence-based lead nurturing
• Communication platforms: Loom for personalized video messages
• Assessment tools: Crystal Knows for candidate evaluation

The Future Fran Dev Outlook

When asked to describe franchise development in 2025 in one word, the responses painted a picture of cautious optimism:

• Opportunity (Chris Brown)
• Responsibility (Paul Pickett)
• Legacy (Rob Lancit)
• First (Jeremy Shelton)
• Fun (Danielle Wright)
• Uncertain (Kelly Schroeder)
• Thoughtful (Liane Caruso)

Building Peer Networks for Success

Perhaps most importantly, the discussion highlighted how peer learning and collaboration combat the isolation common in franchise development roles. Paul Pickett’s advice was particularly practical: “You have to be intentional about it” when building peer relationships. What starts as professional networking evolves into genuine friendships that provide both business insights and personal support.

Key Takeaways From These Franchise Development Professionals

Authenticity wins: Being genuine and vulnerable creates stronger connections with candidates

Relationships matter more than ever: The most successful developers focus on building long-term partnerships

Quality beats quantity: Better to work with fewer, more committed candidates

Technology enhances but doesn’t replace human connection: AI and tools amplify authentic relationship-building

Peer support is essential: Regular collaboration with fellow professionals prevents isolation and drives growth

The human element is paramount: Remember that behind every franchise sale is a family making a life-changing decision

Listen to the full episode now to hear more from these fran dev pros and the LFG Podcast team!