For every business, challenges arise in abundance. When it comes to entrepreneurship, the obstacles seem to multiply, especially when it comes to finding customers. Investors often spend a lot of time and money on promoting their products, and sometimes they don’t get much positive return. But what if there was a way to secure these leads?
That’s what SÓ Multas, a franchise specialized in traffic solutions, designed. The brand created the ‘Leads Exchange,’ a platform that allows franchisees to purchase leads—contacts of potential clients 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 the recent social isolation, the goal was to ‘develop more value for customers, who had been neglected before.’ Seixas adds that they also aimed to ‘give franchisees peace of mind about how clients would find the company and vice versa, especially because our home-office setup wasn’t as established back then as it is today.’
The franchise uses marketing campaigns across the country (both online and in-person) to attract qualified customers, who are then 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 leads can be bought immediately at a fixed price without competition. The entire process happens in a transparent and easy-to-use system, ensuring total control over lead flow,’ he explains.
Blink, and the offer expires
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 client is ‘valued’ on the platform and doesn’t wait too long for service, improving their experience and encouraging franchises.
Seixas points out that the main goal is to facilitate the work of franchisees, as direct access to interested customers and time savings help improve their operations—eliminating the need to worry about ad campaigns, for example. He also reveals that prospecting is handled by the franchisor itself, allowing franchise units to focus on service and conversion.
The opportunity for market expansion is another benefit provided by the feature, as it allows franchisees to acquire leads nationwide. Additionally, the cutting-edge technology offered by the platform ensures efficient contact management, along with full support from the franchisor.
Revenue on the rise
Currently, the Leads Exchange is the fourth-largest driver of customer acquisition for the brand. The expectation is that, within four years, the system will account for half of all franchise sales. The average lead price is R$ 28 for franchisees, who can add credits to the platform and use them for potential contacts—something Clayton sees as a cost-saving measure for partners.
‘Over time, it won’t make sense anymore for franchisees to waste so much time investing in digital campaigns. Plus, franchisees can deposit credits into their accounts to compete for leads. Another point is that currently, any lead that comes into the brand goes through the Leads Exchange and is offered to franchisees,’ he adds.
One franchisee who adopted the Leads Exchange structure is Carlos Guilherme. A graduate in Accounting, he discovered SÓ Multas through a friend and opened his unit in Patrocínio, in inland Minas Gerais. For him, the lead-acquisition system works as an additional tool in his business.
‘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 regular operation. Because it’s such a diverse market, it can be widely explored. At the same time, it can generate significant demand for franchises—and that’s where this system comes in. I see it as a strong ally in this regard,’ he says.
In his first franchise venture, Carlos reports opting to use the auction feature for some leads, mainly due to its convenience and accessibility—compared to direct sales. He also shares that the first month using the tool positively impacted his franchise’s revenue.
Additionally, the Leads Exchange acts as a motivator for franchisees through rewards—for example, one franchisee received a year of free platform usage as an achievement.
