CLIENT SUCCESS STORY
Kal Dhir wasn't only considering Plumbing Bros when he started looking for a franchise. He was actively researching the market, considering around four different franchise brands and listening to 10–12 podcast interviews as part of his decision-making process.
One of those conversations featured Plumbing Bros.
And what Kal heard helped change the direction of his search.
“The conversation seemed natural, seemed honest, not a sales pitch. That's what drove me to them at the end of the day.”
— Kal Dhir, Plumbing Bros franchise partner, referring to Episode 138 with Plumbing Bros. CEO, James Riddle.
Kal was actively comparing several franchise opportunities.
He was researching brands, speaking with leaders and founders, trying to understand what each business would actually be like to join.
As part of that process, he estimates he listened to 10–12 different Franchise Everything podcasts covering approximately four different franchise brands.
For Kal, the podcasts weren't simply entertainment. They became part of his franchise research.
They allowed him to hear directly from the people behind the businesses he was considering.
What stood out wasn't a polished sales pitch. It was the opposite.
The Plumbing Bros. conversation openly discussed not only the opportunities ahead for the business, but some of the challenges and struggles it was experiencing.
Kal noticed that difference.
“I think he (James Riddle) at least dedicated 25% of his time talking about the struggles and the challenges at the moment, which I couldn't hear from any other founder out there.”
That openness gave Kal something conventional franchise marketing often struggles to provide:
a sense of what the people behind the business were really like.
He could hear where the founders believed the business was heading, what they were working towards and the challenges they still had to solve. And just as important, what he was told in direct conversations, matched with what he heard in the podcast.
Kal was already in conversations with Plumbing Bros. while considering whether it was the right franchise for him.
The podcast gave him something different.
It allowed him to hear the founders speak at length, outside the normal franchise recruitment conversation — including openly discussing the challenges in the business as well as the opportunities.
And what Kal heard matched the experience he was already having with the people behind Plumbing Bros.
As Kal described it:
“The way he spoke to me was the same, the way he spoke being on the phones, in person — it doesn't matter. It all synchronizes.”
There wasn't one version of Plumbing Bros. in the recruitment conversation and another version presented publicly through the content.
The two lined up.
He found the same openness when asking difficult questions about the business.
“There are things which other companies would wanna be secretive about… he was just upfront and he was like, ‘Look, there's nothing to hide.’”
The podcast didn't introduce Kal to Plumbing Bros.
It helped confirm that what he was seeing was real and gave him greater confidence in the decision he was about to make.
When Kal eventually made his franchise decision, Plumbing Bros. was the business for him.
The podcast wasn't a hard-sell advertisement.
Instead, it gave a prospective franchisee the opportunity to spend meaningful time listening to the people behind the brand before making his decision, understanding their thinking, their plans, their challenges and where they wanted to take the business.
The content helped build trust before the sale.
The podcast episode that formed part of Kal's research, James revealed how AI and virtual assistance are transforming both the head office and franchise operations.
With a focus on automation and offshoring empowers franchise partners to concentrate on growth and customer experience rather than daily paperwork.
Two examples of how that conversation was repurposed into shorter content for social channels.
Content that helps people
understand your franchise.
We create authentic long-form video and podcast content for franchise brands, then turn those conversations into content that can work across their marketing channels.