Why Your Franchise Needs Reputation Marketing - Q&A with Sebastian Aguirre

Franchising has long been seen as one of the most reliable ways to expand a business—or start one.

Whether you're a business owner looking to grow your brand without taking on all the risk, or an aspiring entrepreneur seeking a proven model with built-in support, franchising offers a unique path to success. But growing your business is more than just following the franchising best practices of brand consistency, training, and operations. It involves developing meaningful relationships with all of your stakeholders—in particular, your customers. 

We sat down with Sebastian Aguirre, our Senior Franchise Relationships Manager, to talk about his experiences in the franchise sales space, how he nurtured relationships with franchisors and franchisees, and why reputation marketing is so important for these business owners. 

Understanding The Franchise Model 

1. Hi Sebastian! To kick start this conversation, could you tell us a bit about your role at NiceJob and a little fun fact about yourself?

Thanks for having me! I’ve been with the company for over two years, and I’ve been working in the franchise sector for eight now (Now that I think of it, time really flies!). At NiceJob, I primarily educate and build relationships with CEOs and VP Marketing Directors, helping them understand how our software can strengthen their brand’s online reputation, increase awareness, and drive more sales. 

Fun fact about myself? Too many to list, but one that stands out is that I used to work in the film industry and was once an assistant director for the famous director Edgar Wright.

2. Okay, onto the serious questions. Let’s start by breaking down how your role in franchise sales plays into helping franchisors grow their business. 

As we all know, AI and automation are evolving so quickly that it can be hard to keep up.

One of our main focuses is education, specifically teaching franchise owners how automation tools can help them collect more reviews and then repurpose those reviews into marketing assets for their social media channels.

Social proof plays a key role in this process. These authentic recommendations help build trust and ultimately attract more business for the franchise.

I also attend franchise conferences across Canada and the U.S., where I speak on these topics and connect with executives. These events aren’t just opportunities to offer solutions to their franchisees, they’re also where I learn more about the franchise industry and discover new ways our tools can provide value.

3. What have you learned since working with franchisors and franchisees? 

One thing I’ve learned is just how significant the franchise sector is. In Canada alone, it generates over $133 billion annually and creates more than 2 million jobs. That scale is impressive and speaks to the power of the model.

What I really enjoy about this industry is that you never stop learning. My colleague Daniel Gutierrez once told me to immerse myself in the franchise world as much as possible, and I’ve taken that advice seriously. I’m constantly learning, taking courses, speaking with franchise consultants, and staying on top of market trends so I can have meaningful, informed conversations with CEOs and truly understand what the franchise sector is experiencing.

Reputation Marketing, What's That? 

4. Why do you think reputation marketing is an important feature for franchisors and franchisees? 

Many franchisees are struggling to attract customers in their local markets and often feel frustrated when they lose business to competitors with a stronger online presence. One key reason is the shift in consumer behavior. By 2026, Gen Z will be the largest consumer demographic in the U.S. This generation is highly research-driven and, on average, reads between 7 to 12 reviews before making a purchasing decision.

That’s why reputation marketing is absolutely critical for attracting new business. As a former business owner myself, I understand how little time an owner has to personally ask for reviews, send follow-up emails, or manage that entire process manually. That’s where automation becomes a game-changer. I focus on educating franchisors and franchisees on how to automate their review generation turning happy customer experiences into social proof that builds trust, boosts visibility, and drives sales without adding more to their already full plates.

5. Some franchisees might adopt reputation marketing software, but how important do you think it is for franchisors to adopt it? 

It's hugely important. When only a few franchisees adopt the software, you get isolated results, and the brand doesn’t benefit as a whole. Keep in mind, some brands have over 200 locations across North America. When a franchisor takes the lead and drives adoption across the entire network, that’s when real results show up. It turns customer experiences into consistent, system-wide social proof, which not only drives more local sales but also strengthens the brand’s overall visibility, credibility, and growth potential.

Plus, franchisors who champion this kind of initiative show leadership. It tells their franchisees, “We’ve got your back, and we’re invested in your success.” And when everyone’s aligned, it’s easier to scale, attract new franchisees, and drive more sales system-wide.

Take You Move Me, for example, a franchise brand with 26 locations. By implementing NiceJob across all units, they’ve collectively generated over 44,000 reviews with a 4.83 Average Star Rating. That level of online reputation has directly contributed to increased brand awareness and sales across the board. This example shows that when franchisors lead the way in reputation marketing, the ripple effect can be massive for both individual units and the brand as a whole.

So yes, it’s not just important, it’s essential if you want to grow with momentum.

6. What are some signs of strong adoption of reputation marketing? 

One clear sign of strong adoption is when every location is consistently collecting reviews without needing to be reminded. It becomes part of their daily flow, not just a once-in-a-while task. You start to see a steady stream of new, high-quality reviews coming in across multiple locations, not just a few here and there.

Another big one is when those reviews aren’t just sitting there, they’re being used. Teams are turning them into social media content, sharing customer stories, and showcasing that social proof in their marketing. That tells me they’re not just collecting reviews, they understand the value behind them.

And finally, strong adoption shows up in results. Locations start ranking higher on Google, conversions go up, and most importantly, franchisees start saying things like “we’re getting more calls” or “customers mentioned our reviews”. That’s when you know it’s working.

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Keeping Up With Franchising Trends

7. What are some challenges that franchisors face when getting started with reputation marketing? And how do you think they can get ahead of this? 

One of the biggest challenges franchisors face is getting buy-in from their franchisees. A lot of owners are already juggling a dozen different priorities, so when you introduce something new like reputation marketing, the first reaction is often “I don’t have time for this”. That’s fair, (I’ve been there myself) they’re in the trenches running the business.

Another challenge is consistency. Even if a few locations get on board, it’s tough to create real impact if the rest of the system isn’t participating. It ends up being a scattered effort instead of a brand-wide movement.

The way to get ahead of this is education and simplicity. When franchisors take the time to show the “why” behind reputation marketing and pair that with tools that are easy to use and automate most of the process, adoption goes way up.

8. What is a commonly asked question from franchisors/franchisees about reputation marketing?

I get this question all the time. One of the most common questions I hear is, “How do we get our customers to actually leave reviews?”

A lot of business owners assume that if they deliver a great service, the reviews will just come naturally. The truth is, even happy customers need a little nudge. That’s why I focus on showing them how automation can take the pressure off their teams and make the ask at just the right moment when the customer is most likely to respond.

Once they see how simple and effective the process can be, it clicks. It’s not about chasing people down, it’s about making it easy, consistent, and part of the customer journey.

9. Sales and marketing go hand in hand, and with the generational shifts in marketing and consumer perception, is there anything you’ve noticed in the franchising space that responds to these changes?

One of the biggest shifts I’ve seen is how much more important authenticity has become. Millennials and Gen Z don’t respond to traditional advertising the way previous generations did. They trust real experiences, real reviews, and social proof over polished ads.

In the franchising space, the brands that are winning are the ones that get this. They’re not just focused on pushing out content, they’re showcasing what their customers are saying, turning reviews into marketing assets, and building a presence that feels more human.

Another thing I’ve noticed is how fast things move now. Franchisors are starting to realize that slow, outdated marketing strategies don’t cut it anymore. Consumers want to engage quickly, see what others are saying, and make decisions in minutes. 

I’ve found that the most successful brands are the ones that stay close to their franchisees, listen actively, and adapt quickly. They’re proactive about providing tools, training, and strategies that are actually relevant to what franchisees are dealing with today, not what worked five years ago. That kind of partnership is what sets high-performing franchise systems apart.

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How to Stay Ahead in the Franchising Space

10. Based on your experience, are there any tips that you have for franchisors/franchisees to make their reputation marketing successful?

Definitely. The first tip is to make it easy. If asking for reviews feels like extra work, it won’t happen consistently. Automate the process so reviews are requested at the right time, without your team needing to think about it.

Second, don’t just collect reviews, use them! Turn them into content for your website, social media, email campaigns, even recruiting. A great review is a free marketing asset, and most brands aren’t leveraging that enough.

Third, track your results. You want to know which locations are performing well and which need support. That way, you can celebrate wins and coach where needed.

And lastly, lead from the top. When franchisors make reputation marketing a priority and tie it into the bigger picture of brand growth by showing results, highlighting wins from top-performing franchisees, and making it part of the brand’s culture—franchisees are way more likely to get on board. They will start seeing it less as a chore and more as a growth tool.

11. Do you have a favorite experience from being in the franchise space that led you to a great learning outcome? 

One experience that really stuck with me is when I spoke with an experienced franchisee at a convention and learned more about the support systems franchisors put in place to help them grow. It opened my eyes to how critical that support is and how, in some cases, franchisors struggle to keep up because trends evolve so fast. Whether it’s marketing, operations, or customer engagement, the playbook needs constant updates. When both sides work together, the entire brand grows stronger “a rising tide lifts all boats”, as the saying goes.

As I mentioned before, if you’re someone who loves to keep learning, jump into the franchise industry. You’ll never run out of opportunities to grow, every conversation, brand, and challenge teaches you something new. I know I’m still learning every day. 

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