How franchises can use a quiz to generate better leads

Why would a franchise make its own sign-up harder?

Ivan opens with a franchise that already has hundreds of people in its network, and still makes every new candidate go through a quiz instead of a simple sign-up form. A quiz costs more per lead and fewer people finish it, so on paper the business is cutting its own number of sign-ups on purpose.

The reason is who comes through a basic form. In Ivan's words, most of them are tire kickers. They are often fake, sometimes bots, and a lot of the time even competitors. Each one becomes another contact in your CRM that is never going to pick up the phone.

Making the funnel longer has a clear upside: it filters out the bots and the window shoppers. It also has a cost. It is one more hurdle, and some people who should not be there will still get through and still waste your sales team's time. The goal is not a perfect filter. It is to stop tire kickers from eating resources on questions that are never going to turn into revenue.

How do you grade franchise leads Green, Amber or Red?

The fix Ivan's team uses starts with the ideal client profile. If you know the type of candidate you can sell to consistently, that candidate is Green. A candidate who is a reasonable fit but needs nurturing, more money or more time is Amber (Ivan calls it medium, or yellow, in the video). Everyone else is Red, because they will take up your team's time and never buy.

How do bad leads train the ad algorithm?

Grading matters for more than your sales team. If your ads are optimizing for volume, every form fill counts as a success, whatever its quality. The more low-quality leads go through, the more the platform learns that this is what you want, and the more of them it sends.

Ivan's point about the example funnel is blunt: if that business launched ads on a basic form, the funnel would fill up with bots, and you would be paying to make the problem bigger.

Why do multi-step forms filter out tire kickers?

The second funnel in the video goes further. The first step looks like a normal form. Then a second, longer form takes real time to answer, then another, and another. It is labelled stage one, so there is more after it: three or four steps in total.

That is deliberately hard for the person filling it in. You have to be genuinely interested in buying a franchise to complete every step. It also separates two groups cleanly: people who only wanted more information, and people who actually finished the business assessment.

Why does a yes or no quiz still let the wrong people through?

A quiz sits in between: longer than a basic form, shorter than a full multi-step assessment. The weakness is the question type. If every question is yes or no, people mash through to the end without reading, and you get false positives: leads that look qualified and are not.

Ivan's fix is to add questions that need a typed answer, with a minimum number of characters. Someone who has to write a few sentences cannot click their way into your sales calendar.

Option one: score the quiz and send only Green to Meta

Both tools work. The quiz and the multi-step form can each be implemented, and the right choice depends on what you want to anchor qualification to.

If your quiz gives points, set a minimum threshold:

• Above the threshold: Green.
• Under the threshold: Amber.
• Well under it: Red.

Then be careful with tracking. Do not fire your lead, registration or custom events on the pages Red candidates land on. If those events fire for everyone, Meta treats bad leads as successes and learns from bad examples. Limit what gets sent back to Meta as a positive result to the leads you actually want more of.

Option two: qualify on a common denominator

The simpler route is what Ivan calls the common denominator: one number every buyer has to meet. For the franchise in the video, candidates need upwards of 70K available to buy. If they do not have the money, it does not matter how much goodwill they have.

So as candidates answer, you mark the two answers that matter, finances and readiness to move forward, and grade from those:

That one rule saves your team from spending time and money on tire kickers.

Why does speed to lead still matter after grading?

Grading only pays off if you act on it. When a serious candidate is looking at buying a franchise, others are trying to close them as fast as possible. If you take a couple of days to reach out, because your team was calling earlier applicants who turned out to be tire kickers, that candidate may already have bought from somebody else.

What should you change in your funnel now?

Ivan's closing advice is to look at your current funnel. If it is a basic form, either build a quiz with real questions or move to a multi-step process. Either way, stop teaching the algorithm that it is fine to bring you people who do not have the resources to buy a franchise.

1. Write down what makes a candidate Green, Amber and Red for your system.
2. Pick the anchor: a scored quiz, or one common denominator such as available capital.
3. Add at least one question that needs a typed answer.
4. Fire conversion events for Green only, and keep them off the pages Red candidates reach.
5. Call Green candidates first, and fast.

Without tracking this, you will never know what worked, what did not, and where to put more money. For the wider list of what goes wrong in franchise recruitment, see the most common franchise recruitment marketing mistakes, or how we run franchise recruitment marketing.