Turning Interest into Investment with a Smarter, Automated Franchise Recruitment System
Transforming Jackson Fire & Security’s Franchise Recruitment with SOOM®’s Fully Integrated Automation Strategy
Jackson Fire & Security has been keeping people and properties safe since 1991. After years of steady growth and success, the company began franchising in 2014, becoming the UK’s first and only fire and security franchise. Over the past decade, they’ve built a trusted name in the industry, helping businesses across the country stay compliant and protected.
By early 2025, Jackson Fire & Security had ambitious plans to accelerate their network growth. Despite having a strong franchise model and reputation, they were struggling to attract new franchise partners at the rate they wanted to expand. Alongside this, the quality of leads was inconsistent, meaning the team often spent valuable time speaking to candidates who were not the right fit for the business. Their franchise opportunity was being showcased through leading franchise media platforms and national exhibitions, which delivered some visibility but didn’t create the steady flow of quality candidates needed for long-term growth.
The team recognised the need for a more consistent and sustainable recruitment strategy, one that could generate a reliable flow of high-quality franchise leads aligned with their ambitious growth plans. In April 2025, Jackson Fire & Security partnered with SOOM® to turn that goal into reality. The partnership with SOOM® marked a turning point. Shifting Jackson Fire & Security’s recruitment strategy from reactive and event-driven to strategic, automated, and scalable.
- Location:
UK
- Service:
Franchise Recruitment
- Sector:
Management Franchise
- Visit Site
The Challenge
Unpredictable and inconsistent lead flow
Interest in the franchise opportunity would spike during exhibitions or after features on franchise directories, but quickly fade once the events ended. There was no reliable, ongoing source of leads, which made it difficult to plan ahead or maintain steady growth. The lack of a structured digital strategy meant Jackson Fire & Security were overly reliant on seasonal activity rather than building a sustainable, year-round recruitment pipeline.
Poor lead quality and inefficient follow-up process
Many of the leads coming through had little understanding of what the franchise involved or lacked the professional background and financial stability required to progress. The internal team were spending hours chasing and qualifying unready or unsuitable applicants, often repeating the same early-stage conversations. This not only slowed down recruitment but also took valuable time away from engaging with serious, high-potential candidates.
Outdated marketing and conversion tools
The franchise brochure and online materials were lengthy, text-heavy, and not optimised for conversion. Prospects were losing interest before reaching the key selling points, and the messaging didn’t fully reflect the strength or credibility of the brand. Jackson Fire & Security needed a modern, data-led system that could attract, educate, and qualify the right people while freeing up their internal team to focus on meaningful conversations and closing deals.
The SOOM® Approach
SOOM® developed a complete franchise recruitment framework to solve Jackson Fire & Security’s key challenges. From generating consistent, high-quality leads to improving candidate engagement and freeing up time for their internal team.
Smarter Multi-Channel Lead Generation
We launched a fully integrated campaign designed to reach and attract the right audience across several key channels. Using AI-driven targeting, we delivered qualified prospects directly to the brand while maintaining efficiency and scalability.
The campaign included:
- Google Ad campaigns with automated AI optimisation to focus spend on high-performing audiences.
- LinkedIn advertising aimed at professionals with management or technical experience.
- Franchise portals to expand visibility and credibility.
- SEO improvements and link-building supported by new website articles and updated content to enhance visibility and authority.
This combination created a reliable flow of targeted leads, replacing the previous reliance on exhibitions and seasonal spikes.
Automated Lead Nurturing System
To streamline franchise recruitment, SOOM® created an integrated automation journey combining email, SMS, and a bespoke Discover My Franchise Portal.
The campaign guides prospects step by step, from their initial enquiry through to qualification and booking a discovery call. It runs over six weeks, using a balanced mix of automated emails and SMS messages to engage potential franchisees without overwhelming them. Each message educates leads on how franchising works and introduces the Jackson Fire & Security opportunity in clear, manageable stages. By the time they reach the discovery stage, prospects already understand the opportunity, improving conversion rates and saving the internal team valuable time.
Throughout the journey, leads are directed to the Discover My Franchise Portal, where they complete a short qualification form assessing their experience, financial situation, and motivation. AI-driven automation then evaluates responses, updates the CRM, and triggers tailored follow-ups. Qualified candidates gain access to the full portal, which provides comprehensive information about the Jackson Fire & Security franchise.
With this insight, prospects can fully understand what’s involved before booking a discovery call, ensuring that only serious, well-matched applicants move forward to speak with the Jackson Fire & Security team.
Revitalised Marketing Materials
To refresh Jackson Fire & Security’s recruitment marketing, SOOM® focused on clarity, consistency, and credibility. We redesigned their brochure into a focused four-page format and overhauled their online presence with a targeted SEO strategy. Key franchise pages were rewritten, link-building campaigns improved rankings, and industry articles positioned the brand as a trusted voice.
This combination of online and offline improvements built stronger trust with potential franchisees and attracted more informed, better-qualified leads through Google searches. It created a clear, consistent experience that presented the franchise opportunity with confidence at every stage of the journey.
Total Leads Generated April to September 645
Qualified Leads Passed to Client 50
Qualified Leads Progressing (Discovery/Sign-Up) 38
76% of qualified leads progressed beyond the initial stage
The Impact
Increased Lead Quality
AI-driven PPC and automated qualification tools have transformed the calibre of Jackson Fire & Security’s franchise enquiries. Each lead is carefully filtered to ensure only those with genuine interest and the right background progress. This focus on quality has strengthened conversion rates, with more engaged, well-matched candidates moving confidently through the recruitment process.
Consistent and Predictable Pipeline
The new strategy delivers a steady flow of qualified franchise leads every month. This reliability has replaced the uncertainty of relying on exhibitions or seasonal interest, giving the team greater control over their recruitment efforts. With a consistent pipeline, Jackson Fire & Security can plan ahead, forecast growth more accurately, and maintain momentum throughout the year.
Better Conversion Rates
The new automated nurturing process has improved conversion rates across every stage of recruitment. Over 7% of all enquiries moved to meetings, and 76% of qualified candidates advanced to discovery days or franchise sign-up. The system now brings in candidates who are informed, engaged, and ready to take the next step.
Time Savings
By filtering and nurturing enquiries through automation and qualification tools, Jackson Fire & Security only spoke with 50 of 645 possible franchisees. This saved the team between 99 and 150 hours of initial conversations, freeing up nearly a month of working time while maintaining the same conversion results.
Improved Marketing Assets
The refreshed marketing materials made Jackson Fire & Security’s franchise offer clearer and more compelling. Each resource highlights key benefits, investment details, and earning potential in a straightforward way. This clarity has strengthened credibility, improved enquiry quality, and helped convert more prospects into meaningful conversations throughout the recruitment journey.
Summary
Through SOOM®’s data-led approach, Jackson Fire & Security transformed their franchise recruitment from a reactive process into a strategic, automated system. What was once inconsistent and time-consuming is now a streamlined, measurable framework delivering steady, high-quality leads every month.
This partnership between Jackson Fire & Security and SOOM® has redefined how the brand attracts, qualifies, and engages future franchise partners. With AI-driven marketing, automated lead nurturing, and clear, credible messaging, every enquiry is now carefully filtered and educated before reaching the team.
The result is a consistent flow of serious, well-matched candidates who understand the opportunity and are ready to take the next step. With stronger visibility and a smarter qualification process in place, Jackson Fire & Security can now focus on building meaningful relationships and expanding a network that keeps people and properties safe across the UK. With reliable data, predictable lead flow, and automated systems supporting ongoing recruitment, Jackson Fire & Security is well positioned to grow its national presence, strengthen its franchise network, and continue leading the way as the UK’s trusted fire and security franchise.
