QUALICARE HOMECARE - FRANCHISE RECRUITMENT
The Challenge We Took On
Qualicare Family Homecare needed to recruit new franchise owners across two very different markets at once.
Canada and the United States don't behave the same way, and Qualicare didn't have a clear read on who these future owners actually were. A national homecare brand can't grow on volume alone. Every new franchisee ends up representing the brand in someone else's most vulnerable moment, so recruitment couldn't run like a generic lead-gen funnel. We needed to understand who was already succeeding as a Qualicare owner, then build a campaign precise enough to speak to that same profile on both sides of the border and confident enough to move them from curiosity to a booked call
The Impact We Made
We started with complete buyer-persona research into Qualicare's existing franchise owners, working with the franchise development team to define two distinct owner profiles for Canada and the U.S. From there, we wrote, designed, and A/B tested six bottom-of-funnel landing pages, produced a franchise recruitment video built from real interviews with home office staff and current owners, and layered in persona-targeted Google Ads with remarketing to bring warm visitors back. An automated email sequence carried every new lead from form fill to booked call with the sales team.
Over a 28-day campaign, that funnel generated 60 leads with clear intent to buy at an average cost of $46.66 each, across six landing pages built for two markets. In a category where trust is the entire product, that's what specializing in health and homecare storytelling is built to do: make the right owner recognize themselves in the story fast enough to pick up the phone
