counts for signage,” Kaplan explains, emphasizing the importance of being seen. While shopping centers and similar high-traffic spots work well, downtown locations in smaller markets have proven especially valuable. These spots help Iron Valley solidify its place within the community, fostering trust and recognition. Once franchisees have established themselves in these hyper-local markets, the focus shifts toward creating a broader national presence. This phase ensures visibility across the wider real estate landscape, reinforcing to franchise owners that they are part of a larger, powerful network. The ability to tap into cross-franchise referrals and collaborations adds significant value and expands the brand’s reach. Iron Valley’s approach is market-specific, combining local expertise with cutting-edge technology. Software platforms like LoopNet, Crexi, and MLS systems are employed to identify optimal locations. The franchise’s strategy strikes a perfect balance, leveraging advanced tools while maintaining a local touch. Franchise owners are often directly involved in this process, ensuring that each location is a perfect fit for their needs. “Typically, we lean on software, but if it’s an area we’re not familiar with, we may find a local commercial realtor to help us. A lot of times, we lean heavily on whoever the owner is going to be for that location to help navigate the local market,” Cleapor explains. To facilitate visibility once the proper site has been selected, Iron Valley deploys a branding strategy designed to be inclusive, impactful, and distinctive. Social media plays a critical role in this effort. Iron Valley provides franchisees with up-to-date graphics, email templates, and ongoing digital support. The marketing team ensures that every franchisee’s website is fresh, relevant, and engaging, allowing them to maintain strong connections with their communities. “We carry the load for our franchisees and cover all our bases just to take the financial burden off them,” Cleapor says, emphasizing Iron Valley’s commitment to accessibility and inclusive brand design that welcomes everyone. This commitment extends to the tools provided to franchisees. Iron Valley creates all marketing materials in-house to maintain consistency and ensure that no franchisee ever lacks the necessary branding support. By leveraging platforms like Canva, Iron Valley empowers franchisees with customizable, brand-specific templates that maintain brand consistency while allowing local personalization. 44 BUSINESS VIEW MAGAZINE VOLUME 12, ISSUE 01
RkJQdWJsaXNoZXIy MTI5MjAx