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HBO and The Ringer's Bill Simmons hosts the most downloaded sports podcast of all time, with a rotating crew of celebrities, athletes, and media staples, as well as mainstays like Cousin Sal, Joe House, and a slew of other friends and family members who always happen to be suspiciously available.
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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 Takeaways
- Content 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 Stamps
00:00 Introduction to TikTok's Impact on Franchising
00:12 Welcome to The Franchise Scaleup Show
00:53 Special Guest: Joel Kleber from Jim's Group
02:33 Joel Kleber's Journey with Jim's Group
04:07 The Power of Video Content in Franchising
06:27 Transparency and Authenticity in Franchising
09:33 Challenges and Misconceptions in Franchising
14:39 The Importance of Long-Form Content
20:24 The Power of Organic TikTok Content
21:30 Impactful Day on the Road Videos
21:52 Long-Form Podcasts for Franchise Education
23:18 Leveraging Content for Franchise Sales
28:24 The Role of AI in Franchising
28:51 Creating a Digital Twin with AI
33:14 AI's Impact on Customer Interaction
34:50 The Future of AI in Business
38:00 Final Thoughts and Farewell
If 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/guycoffey
Website: www.guycoffey.com
Instagram: @guycoffey
YouTube: @guycoffey
53 episodes
