HubSpot success story · Franchise broker network

How a franchise broker network grew organic leads 216% with a content program and HubSpot.

Name: Overtop Media Digital Marketing
Address: 933 Louise Ave Suite 101-18, Charlotte, NC, 28204, US
Telephone: (704) 237-0707
Price range: $$

Franchise Brokers Association was paying as much as $400 for a single lead from paid clicks. It built a daily content program and replaced a CRM that needed a full-time developer, and reports 216% more organic leads and 73% more revenue.

Business: Franchise Brokers Association
Market: Franchise buyers and brokers
Goal: More organic leads, less paid search

Small business owner standing with arms crossed inside his shop

The results.

Revenue is year over year since August 2024; deal volume is within a year of adopting Sales Hub. HubSpot gives no baseline or period for the organic lead figure.

216%increase in organic leads
73%increase in revenue year over year since August 2024
59.6%increase in deal volume within a year of adopting Sales Hub

HubSpot does not publish a baseline period or method for these figures; they are the company’s own reported results.

The challenge.

Franchise Brokers Association is a network of franchise brokers who help people find a franchise or business that suits them. Its brokers live on a steady flow of qualified prospects, and most of those prospects were coming from pay-per-click ads, at up to $400 a lead.

The small marketing team could only publish one or two articles a week, not enough to earn real search traffic. Customer data was spread across systems, the old CRM needed a full-time developer to change anything, and nobody could see the state of a deal without chasing people for updates.

What they did.

Content Hub · Sales Hub with forecasting · Blog and social content program · Brand voice settings

A daily content program: With HubSpot Content Hub, the team moved from one or two articles a week to long, daily articles on owning and buying a franchise, using HubSpot’s AI writing tools to draft them.
One voice across every channel: Brand voice settings kept every article and post consistent, and content was repurposed into social posts and web pages, created even by less technical brokers.
A CRM brokers can run: HubSpot Sales Hub replaced the legacy CRM. Reports and workflows are managed without developers, and the whole team can see the pipeline.
Forecasts to plan by: Forecasting tools predict outcomes and set goals, so leadership plans growth on data rather than updates by email.

Why it worked.

Our read on the decisions behind the numbers, and what any business can take from them.

Search compounds, ads stop: A paid click lasts as long as the budget. An article that ranks keeps bringing in prospects month after month, which is how organic leads grew while ad reliance fell.
Consistency builds trust: Publishing every day in one recognizable voice gave buyers a reason to come back and gave search engines a reason to rank the site.
Visibility speeds up deals: With every deal in one place, brokers act on the next step instead of waiting for status updates, which helps more deals close.

How we would run this play for your business.

You do not need a national budget to use the same ideas. This is how Overtop Media Digital Marketing puts them to work in our hubspot setup and management.

Build a content plan around demand: We research what your buyers search for and plan articles, guides and pages around it, each edited by a person for accuracy and your voice.
Publish on a steady schedule: We run the calendar, write and publish in your HubSpot account, and turn each piece into email and social posts.
Turn readers into leads: Every article gets a clear next step, a form or a booking link, and new leads enter nurture through our email marketing.
Use paid search where it pays: We do not switch ads off overnight. Our Google Ads management trims spend on terms your content now wins and keeps it where it still earns.