You should follow up with a franchise lead within 5 minutes of their inquiry. Every minute beyond that, your odds of making real contact drop sharply — and your odds of losing the candidate to a faster competitor go up.
The data is clear. According to the FranFunnel Franchise Lead Response Time Study (Q1 2025, 500+ brands, 14 franchise categories), only 26% of franchise brands responded within 5 minutes, and the average email response time was 8.8 hours. That 8-hour window is where most franchise deals die — not in the sales conversation, but in the silence before it starts.
Franchise candidates are actively comparing multiple brands at the same moment they submit your form. The first brand to reach them sets the tone. First contact isn't a courtesy — it's a competitive advantage worth protecting.