Franchise Consultant vs. Broker? Choose the Right Term to Build Trust

Your Title Matters: Build Trust and Showcase Your Value to Franchise Candidates

What’s in a name? For Franchise Consultants, it’s often the first step toward trust. The choice between calling yourself a Franchise Consultant vs. Brokers can impact how you're perceived. The term “Consultant” is commonly used when assisting a franchise candidate in finding an ideal franchise opportunity. On the other hand, the name “Broker” is used when working with franchisors to award franchises. Consultants have many names including franchise career advisors or franchise coaches.

Although William Shakespeare's Juliet was correct in saying, “A rose by any other name would smell as sweet,” “Franchise Broker” doesn’t quite encapsulate the scope of the consulting profession. While brokering deals is part of the job, it’s a relatively small piece.  

Franchise Consultants do much more — they help candidates research different brands, understand important documents like the Franchise Disclosure Document (FDD), and make sure each opportunity is a good fit. They also provide support, answer questions and offer honest advice throughout the process. The relationships you form with candidates and franchisors through coaching, counseling and education are integral to success. It takes time to build your knowledge, grow your network and stay informed — being an effective Consultant is about much more than closing a deal.

With that in mind, here are several options of what you can call yourself instead of “Franchise Broker.”

Matchmaker

Like cupid matches people looking for love, Franchise Consultants are the ultimate matchmakers for candidates and franchisors. Being patient, empathetic and passionate about what you do helps you guide candidates to find their perfect match. You can best support them by effectively communicating franchisor deadlines and expectations. Asking questions of both the franchise candidate and franchisor ensures that they’re a great match for long-term success.   

Coach

One of the biggest benefits of franchising is the guidance starting with the discovery process all the way to the end of the franchise agreement. As a Franchise Consultant, you act as a coach, helping franchise candidates navigate each step and determine if they have what it takes to succeed as a business owner. 

Like a coach of a sports team, you are an important source of inspiration and honest feedback that candidates need to succeed. A good coach knows when to be tough and how to handle players — or candidates in your case — of all experience levels. If a franchise candidate is new to franchising, you’ll need to be more involved with them than you would with a more seasoned entrepreneur. No matter the franchise candidate’s level of experience, they still deserve all the coaching that is required to get them through the discovery process. The term “coach” nicely captures the collaborative nature of franchising and consulting.

Guide 

Franchise Consultants are experts in the franchise discovery process. You’re there to guide candidates every step of the way and ask them the right questions, such as “Why do you want to own a business?” and “What are your interests and long-term goals?” Based on this information, you can show them brands that will give them the best chance for business success. You help them understand important documentation like the FDD and detail the do’s and don’ts of discovery day.  

Cheerleader

The best part of working with a Franchise Consultant is that you have someone in your corner who has your interest at heart. In addition to providing great advice and guidance, you’re a cheerleader for candidates who keeps them motivated and positive throughout the discovery process. Whenever a candidate has a successful discovery day or fills out an important piece of paperwork, your support offers the confidence to keep going. 

Franchise Consultant vs. Broker

When it comes to Franchise Consultant vs. Broker, the terms are often used the same way, but they don’t mean the same thing to franchise candidates. “Broker” can sound transactional, while “Consultant” shows you’re there to help and support. Calling yourself a coach, guide or cheerleader shows candidates that you’re on their side. Building strong relationships and offering honest advice matters more than making a quick sale. 

Franchising is growing fast — more than 20,000 new franchise units expected to open in 2025, according to the International Franchise Association. That means standing out as a helpful and trusted Consultant is more important than ever.