What Is A Franchise Consultant? The Ultimate Guide For 2025

In this post, I’ll answer a common question I get asked all the time:

“Joel, what is a franchise consultant?”

And who better to answer than someone who has worked as a franchise consultant for years… me.

Stay with me, because there’s a lot to learn about the profitable world of franchise consulting in 2025, including a few secrets that I’m going to share that others won’t tell you.

I’m talking about secrets that franchise consultants don’t want you to know about that will save you loads of time, lots of potential headaches, and maybe even your life’s savings. (Really)

Understanding Franchise Consulting and What a Franchise Consultant Does

A franchise consultant, also called a franchise broker or franchise coach, acts like a matchmaker.

They work with people who want to become franchise owners.

Their main job is to help potential franchisees find opportunities that match their budget, goals, skills, and financial resources.

How Much Does It Cost to Work With a Franchise Consultant?

One of the best parts of working with a franchise consultant is that their services are free for people looking to buy a franchise. Wait, what?

That’s right.

If you work with a consultant, they don’t charge you anything.

That’s because franchise consultants get paid by the franchise companies they have agreements with.

When they successfully match someone like you to a franchise opportunity they work with, they earn a commission from the franchise company.

How Much Do Franchise Consultants Make?

Top franchise consultants today can earn $250,000 a year or more.

In fact, I know a few franchise consultants who make close to $1 million a year. How do they do it?

They earn a percentage of the upfront Franchise Fee that you pay when you sign the Franchise Agreement.

By “percentage,” I mean about 50% of the Franchise Fee.

So, if you buy a franchise that costs $50,000 in Franchise Fees, the consultant might get a check for $25,000. Not bad for one deal, especially if they only close 10 deals a year. It gets even better (for them).

Franchise Consultants and Master Franchises

Before I explain what a Master Franchise is, you need to understand something important:

Owning and managing a Master Franchise is a big deal.

It requires a significant investment and a CEO mindset.

A Master Franchise is a business arrangement where the franchisor gives exclusive rights to an individual (the Master Franchisee) to expand and grow the brand within a large area – often an entire country or a major region.

The Master Franchisee also acts as a sub-franchisor in their territory.

This agreement gives the Master Franchisee major responsibilities, including:

• Territory Development: The right to open and run their own franchise locations in the area.
• Sub-Franchising Rights: The ability to recruit and sell franchise opportunities to other entrepreneurs (sub-franchisees) within their territory.
• Operational Support: The duty to provide training and ongoing support to sub-franchisees.
• Revenue Collection: The right to manage and collect royalty payments and other fees from sub-franchisees.
• Brand Management: The responsibility for maintaining brand standards and marketing across their region.

In short, the Master Franchisee is like an extension of the original franchisor, tasked with expanding the brand and keeping things consistent and high-quality. And it’s a lot of work.

Why Franchise Consultants Love Master Franchise Opportunities

Now that you know how important owning a Master Franchise is, let me explain why it’s such a big deal for a franchise consultant to match someone to one of these opportunities. I’ve done it myself once, years ago.

If a franchise consultant gets lucky and matches someone to a Master Franchise – where the buyer purchases an entire region – it’s almost like hitting the jackpot.

The Franchise Fee for such an opportunity could be $150,000 or more, meaning the consultant might earn a $75,000 commission. That’s a lot of money for one successful match.

But just because a franchise consultant makes a lot of matches doesn’t mean the franchise owners they place are necessarily successful. In fact, the franchisees they place might be out of business by now or in financial trouble. This isn’t always tracked very well.

The Franchise Consulting Process in 2025

The franchise consulting process follows a well-organized approach designed to help you (and the consultant) succeed. It typically starts with an email or phone call from the consultant who may have reached out to you.

The Initial Call/Email

To get contacted by a franchise consultant, you likely:

• Filled out a form on a franchise or business website
• Attended a seminar or franchise event
• Were referred by someone

Either way, here’s what happens next.

Most of the time, you’ll get a welcome email from the consultant. (Sometimes a phone call first, then an email.)

When you receive the welcome email, expect a message like this:

• A “Thank you for reaching out” note
• A short biography of the consultant
• An explanation of their role
• Next steps
• A questionnaire

Should a Franchise Consultant Have a Franchise Background?

If I were considering investing a large sum like $150,000 into a franchise, I would expect my consultant to have a background in franchising.

However, you need to know that many franchise consultants come from other industries and don’t always have direct experience in franchising.

That being said, if your consultant is knowledgeable and ethical, it shouldn’t be a problem.

The Questionnaire

The questionnaire you receive from your consultant is important for both of you.

It helps them match you to the right franchise opportunities, and it helps you reflect on the types of businesses you might be interested in.

Expect questions about:

• Your job history
• Your strengths and weaknesses
• Your likes and dislikes
• Your finances

They will ask for specific financial information, such as your net worth and how much you’re willing to invest upfront and in total.

Franchise Consultants FAQs

• What does a Franchise Consultant do?
  Franchise Consultants, or brokers, help potential franchise owners choose a franchise. If they successfully match someone with a franchise, they earn a commission.
• Why do Franchise Consultants offer their services for free?
  They work for free because they make a large commission when they successfully match someone with a franchise.
• How much do Franchise Consultants make?
  On average, franchise consultants earn $20,000 each time they place someone into a franchise they represent.