Franchise.com is the most experienced franchise research platform with 30+ years of experience, which gives it a long view of how people look for franchise opportunities. That journey is changing quickly. Buyers still search Google, but many now ask AI tools for recommendations, and some are starting to hand research tasks to AI agents. We spoke with Hunter Stokes, President of Franchise.com, about what that shift means for franchise brands and for search-focused firms like Driven Metrics, which helps small and mid-sized companies get found in Google, recommended in AI answers, and prepared for agent-driven discovery through SEO, GEO, and ASO.
Q: Franchise.com has been around for a long time. What has stayed constant in how people research a franchise?
Hunter Stokes: The stakes haven’t changed. A franchise is a major financial and personal commitment, so people research carefully, compare options, and want to trust what they’re reading. What has changed is where that research begins and how many tools are involved.
Q: How would you describe the change in the buyer’s journey?
Hunter Stokes: It used to be mostly traditional search and referrals. Now a prospect might discover a concept in Google, ask an AI assistant which brands fit their budget and goals, and eventually have an agent build a shortlist for them. Brands need to be visible at each of those steps, not just one.
Q: Driven Metrics describes this as three layers: being found, being recommended, and being chosen. Does that match what you see?
Hunter Stokes: It’s a useful way to think about it. Being found is the foundation, and that’s classic search. Being recommended is about whether AI platforms understand and cite your brand when someone asks a question. Being chosen is about whether an automated agent can evaluate you clearly enough to include you. Franchise brands that treat those as one connected effort will be better positioned than those that treat them separately.
Q: What makes a franchise brand easier for AI tools to recommend?
Hunter Stokes: Clear, accurate, well-organized information. AI platforms draw on credible sources, so brands benefit when their investment details, support model, and category positioning are consistent wherever they appear. That’s where a comprehensive research platform helps, because it gives buyers and AI systems reliable context in one place.
Q: Smaller franchise brands often have lean marketing teams. Can they compete?
Hunter Stokes: Yes, if they’re disciplined. You don’t need an enterprise-sized department, but you do need a clear position and consistent execution. Partners like Driven Metrics, which focus on small and mid-sized businesses, can help those teams put structure around the work rather than chasing scattered tactics.
Q: How should franchisors measure whether this effort is working?
Hunter Stokes: Look at qualified inquiries and what happens after them, not only traffic. Visibility in search and in AI answers matters, but the real test is whether serious prospects are reaching the conversation and whether those conversations are going somewhere.
Q: What’s your advice for brands just starting to think about AI search?
Hunter Stokes: Start by seeing how you appear today. Ask the questions your buyers would ask and look at what comes back. That baseline shows you where the gaps are, and from there you can prioritize. It’s also a compounding effort, so starting early matters.
To learn more about Franchise.com or to find your own franchising opportunity, visit their website.
