Case Study: Happinest drives franchise lead generation with Mainland’s human-interest content strategy

Happinest grows franchise leads with Mainland by showcasing 50+ years of brand stories

Happinest, a home services franchisor with brands including Lawn Doctor, Mosquito Hunters, and ecomaids, sought to expand into new markets by attracting qualified franchisees. Their challenge was to get in front of the right audiences and capture the attention of potential candidates during the extended discovery phase of the franchise purchasing process. The vendor Mainland was engaged to support their lead generation strategy.

Mainland implemented a solution focused on creating insight-rich content tailored to each stage of franchise development, including demographic targeting through social media. The key was producing dozens of robust human-interest stories, such as profiles of successful owners, which resonated with potential franchisees. As a result, Mainland's content played a significant role in Happinest's sales process, with candidates reporting they learned about the brands through these articles, leading to a refined funneling process and better-qualified candidates.

Happinest