For every business, challenges arise in abundance. When it comes to entrepreneurship, obstacles seem to multiply, especially when finding customers. Investors often spend a lot of time and money promoting their products, and sometimes don’t get as much positive return. But what if there was a way to guarantee these leads?
This is what SÓ Multas, a franchise specialized in traffic solutions, designed. The brand created the “Lead Exchange,” a platform that allows franchisees to purchase leads—contacts of potential customers who have already shown interest in the company’s services.
Designed by Clayton Vitor and Junior Seixas, partners at the company, the idea emerged shortly after the Covid-19 pandemic. With the proposal and recent social isolation, the goal was to “develop more value for customers, who were previously neglected.” Seixas adds that they also aimed to “give franchisees peace of mind about how customers would find the company and vice versa, especially because our home-office setup wasn’t as established as it is today.”
The franchise uses marketing campaigns nationwide (online and in-person) to attract qualified customers, who are later added to the platform where franchisees can access them. Clayton explains that there are two ways to acquire leads.
“We have the auction, which allows franchisees to bid for specific leads; and the direct purchase, where the lead can be acquired immediately at a fixed price without competition. The entire process happens in a transparent and easy-to-use system, ensuring total control over the lead flow,” he explains.
Blink, and the offer ends
The network also sets a minimum time for franchisees to purchase a lead from the moment it becomes available. The idea is to ensure the customer is “valued” on the platform, preventing long waits for service—improving their experience and encouraging franchises.
Seixas highlights that the main point is facilitating the work of franchises, as direct access to interested customers and time savings improve franchisee performance—eliminating concerns about advertising campaigns, for example. He also reveals that prospecting is handled by the franchisor, allowing units to focus on service and conversion.
Market expansion opportunities also become an attractive feature provided by the tool, as there’s the possibility to acquire leads nationwide. Additionally, the cutting-edge technology of the platform ensures efficient contact management, along with full support from the franchisor.
Revenue growing
Currently, the Lead Exchange is the fourth-largest driver of customer acquisition for the brand. The expectation is that, in four years, the system will account for half of all franchise sales. The average lead ticket is R$ 28 for franchisees, who can add credits to the platform and spend them on potential contacts—something Clayton sees as a cost-saving measure for collaborators.
“Over time, it won’t make sense for franchisees to waste time investing in digital campaigns, and there’s also the credit they deposit in their accounts to compete for leads. Another point is that currently, any lead entering the brand goes through the Exchange and is offered to franchisees,” he adds.
Carlos Guilherme, a franchisee, adopted the Lead Exchange structure. With a degree in Accounting, he discovered SÓ Multas through a friend and opened his unit in Patrocínio, Minas Gerais. For him, the lead acquisition system works as an additional tool in his work.
“The Exchange has the potential not only to bring more customers to stores but also to act as a booster, making franchisees’ work much easier than in a standard operation. Since it’s a diverse market, it can be heavily explored. But at the same time, it can generate significant demand for franchises—and that’s where the system comes in. I see it as a strong ally in this regard,” he says.
In his first franchise experience, Carlos reports opting for the auction to acquire some leads, mainly due to its ease and accessibility compared to direct sales. He also mentions that the first month using the tool positively impacted franchise revenue.
Additionally, the Lead Exchange serves as a motivator for franchisees through rewards—one franchisee, for example, received a year of free platform use as an achievement.
