You should follow up with a franchise lead at least 6 to 8 times across multiple channels before marking them as unresponsive. Most franchise development teams give up far too early — often after one or two attempts.
The reason persistence pays off in franchise is that candidates are rarely at the point of decision when they submit an inquiry. They're researching. Life gets in the way. A lead who doesn't respond on day one might be ready to talk on day seven. If you've already stopped following up, someone else is having that conversation.
The sequence matters as much as the number of touches. Mix channels — text first, then call, then email — and vary the timing. Don't send six emails. A well-structured 8-touch sequence spread over 14 days, leading with text and following up with calls, consistently outperforms email-only follow-up at any volume.
How FranFunnel structures franchise lead follow-up sequences