Franchise expert Adam Goldman explains how the right franchise can complement real estate investing, create deal flow, and unlock scalable systems.

In this episode of RealDealChat, Adam Goldman—former franchise owner turned franchise consultant—breaks down how franchising can work alongside real estate investing to create additional income, systems, and leverage.

Adam shares his journey from owning an office-cleaning franchise to placing hundreds of franchisees across dozens of industries. We discuss why SOPs and brand systems are often undervalued, how franchises can support real estate investors with capital and deal flow, and which business models are best suited for semi-absentee ownership.

We also explore real estate-adjacent franchises, service businesses that generate investor leads, and why understanding your personal strengths—and weaknesses—is critical when choosing a franchise.

🌐 Learn more & connect with Adam: 👉 https://franchisecoach.net

Call to Action: If this episode expanded how you think about business and investing, share it with one investor friend—and learn more at https://realdealcrew.com

Keywords: franchise investing, Adam Goldman, franchise consultant, franchising for real estate investors, business systems and SOPs, semi absentee businesses, service based franchises, real estate adjacent businesses, entrepreneurship podcast, scalable business models, passive income strategies, RealDealChat podcast

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Mentioned in this episode:

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when you're buying a franchise, you're buying a brand, but people tend to underestimate

how important that process or SOP is.

2

And in a good brand, you're getting a lot of value.

3

We are talking to Adam Goldman, and you can find what he can help you with by going to

franchisecoach.net.

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And I'm going to have that as a clickable link in the show notes.

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But we're talking franchises today and how it can maybe complement your real estate

investing.

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Really appreciate your time, Adam.

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Thank you so much, Jack.

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Such a pleasure to be here today.

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Well, I gotta find this out.

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Most of these professions seem to be accidental at best.

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How did you find your way into this?

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It was definitely accidental.

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So I actually was a successful franchisee for eight and a half years.

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I owned an office cleaning master franchise in Houston.

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And what that meant is basically we cleaned office buildings.

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I cleaned toilets for a living and had an unsolicited offer for my business, which I

accepted.

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So I'm a franchising success story in that it was a really lucrative offer, a great offer.

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And I,

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and didn't know what I wanted to do afterwards and kind of stumbled into this business

part-time and then full-time after I sold my company.

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Yeah, that's really interesting.

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You know, it's funny that you bring that up because I've even gotten unsolicited offers.

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And it seems like it's been all of a sudden.

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Like, I don't know if there's a trend of some kind going on.

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There are a lot of people entering my business, right?

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And look, I don't get scared of competition in general, right?

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I mean, what I would say is that I was in an extremely competitive business of office

cleaning in Houston.

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I really truly believe that I'm bringing a really unique perspective to the table.

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Not only have I had this role for eight years plus, I've done about 200 placements in

eight years, right?

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So lots, I've seen it all at brands that are in 75 industries.

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But I really have walked the walk of my candidates, right?

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I myself have been a franchisor, so I know what it's like to sell franchises.

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I've been a franchisee.

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I know what it's like to actually have someone that you're franchisee under.

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So I've gone through this process myself with a coach, and I really can bring that skill

set to my candidates, which really goes ahead.

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I would say it differentiates me.

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Well, it is kind of interesting or dip, was sadly different.

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Where people actually walk the walk.

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I mean, I've run into real estate investors who are doing who are selling coaching and

sometimes they don't actually do the investing themselves.

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They're just kind of regurgitating some some training material.

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And look, forgot to mention the most important thing for you, Jack, which is shocking.

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We'll do a drum roll for this.

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My service is free.

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Meaning it's like, why wouldn't you use my expertise?

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I do get paid from the franchisor if I make a successful match.

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Right.

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Well, what also makes you unique is that you have experience in real estate investing as

well.

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Can you talk a little bit to that?

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Sure, absolutely.

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Absolutely.

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And look, what I would say is this, that when it comes to owning dirt underneath

franchises, every once in a while I have brands like that where there's a real estate

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component as an owner of dirt.

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Much of my recent real estate experience is related to just investing in different deals,

things related to as uh syndicates, things related to hotel debt or other um multifamily

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investments or even mobile home parks.

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as an investor, not as an active, but I actually am active when it comes to single family

residences in Houston.

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After 2008, I found a niche in buying bank owned houses post foreclosure and owner

financing it to people.

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And I have a portfolio in Houston of those properties.

57

Yeah, I know a couple people that focus on that.

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And it, it, it's just one of those things that have been a little elusive for me, but it

seems like it's making a lot of sense, especially with, with single family homes.

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mean, they just, depending on the age, just don't cash flow like a traditional rental.

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I've been, I mean, look, I got it at the right time, but just to kind of show some

context, I was able to buy these houses at anywhere average house price was $30,000

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$50,000.

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There was an $8,000 tax credit or $8,000 bonus that the government was giving that could

be used as a down payment.

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And this is the kind of thing, frankly, where people are willing to pay a higher interest

rate just because they don't have the alternatives.

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And they typically don't come in refinance, which has kind of blown me away.

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We're talking about 10 % interest over the course of 15 years plus and selling it at a

premium to 30 to $40,000.

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Going back to you having all of the, you have had a lot of experience, especially you've

built businesses on two continents.

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You scaled multiple companies.

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What's one early lesson you learned the hard way that still influences how you approach

opportunities today.

69

That's such a great question.

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think for me, I think people need to understand what their skill set is, right?

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And my skill set has never been uh creating process.

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I'm very good at like, hey, I'm gonna start something.

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If you look at my things related to caliper, I'm the kind of person that can start things

quickly.

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But I'm not great at creating that foundation of a process.

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And um what I've learned is sometimes either I need to associate myself

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with other people that can help me to mold that process.

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have colleagues inside this, in this industry of franchise coaching that kind of give me

best practices of coaching.

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really, and I have a team myself that can kind of help me to implement these processes,

but even more importantly, to kind of create process behind things, which doesn't come

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naturally from.

80

Yeah, it's kind of interesting that you bring that up.

81

And maybe it's just serendipity.

82

it's it's kind of interesting how people will, especially at first, they try to operate

how they think they should instead of how they naturally would.

83

Yeah, I mean...

84

So what I would say is, way that, so you're mentioning that as opposed to the way that I

would operate or just in general, the way people invest franchises.

85

it's one of those things like it kind of takes me to a conversation I had with my wife, we

were taking some personality tests.

86

This was many, years ago.

87

And I was answering the questions.

88

And she called me out on it on a few things, because I was answering the questions on the

way I wish I would be and not the way I actually am.

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And after her sitting there by my side, questioning me on a few things, it was probably

one of the most accurate results I had gotten.

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That's really funny.

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I mean, look, what I can tell you is that in a good franchise system, right, this is the

kind of thing that kind of has these guardrails to allow you to work the way that you

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should be working, right, as opposed to the way that you would otherwise be working.

93

That's powerful.

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Yeah.

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Let's tie this to real estate investing a little bit because sometimes I think it's it's a

bit overlooked the concept that there are some franches out there that actually could

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augment or or provide some additional capital or workflows or even leads for investors.

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You mentioned working with single family homes.

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You know, I have a

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I have some friends that started up a carpet cleaning service.

100

And not only does that augment their real estate investing, but it has provided a couple

leads because they've had they're dealing with tired landlords and a few other things.

101

So it's been properties they end up buying.

102

That is a great point.

103

A business that really comes to mind for me is property management in general.

104

Because typically if you're a property manager or there are property management

franchises, a lot of times your customers are absentee landlords and sometimes they get

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tired or even a situation where my friend in Colorado said, if you want to understand the

local market in Vale or Aspen, see what's going on with the peso.

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I don't know what percent of the properties are owned by Mexican nationals, right?

107

But if the PESA is not doing well, watch out because that's a great time to buy.

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People might have to unload property in Vail.

109

It's kind of interesting that you said your personality, you just don't like building out

processes.

110

S O P's is probably a four letter, letter word in your world.

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absolutely, my gosh, I can't stand it.

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But that's ideal for people that are in a similar situation, right?

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Because that's the whole point of franchising is the big part of it.

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I can really appreciate a great franchise brand and my day to day is getting to know

people, right?

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And almost matchmaking, right?

116

It's really intellectually stimulating for me to get to know someone deeply or intimately

and then just going ahead and figuring out, my gosh, this is a great fit because this

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brand has these characteristics from a cultural point of view, whatever that might be.

118

That is much better for me than actually sitting behind a desk day to day, not talking to

anyone.

119

and writing SOPs, that would be really hard.

120

Yeah, even with AI and some of this technology, unless you're willing to sit down and log

those hours, I'm sure it's not it's not an easy thing.

121

So on the flip side, you've I just find it really interesting that you were a franchise

owner, and then now you're selling franchisees.

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Yes.

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what what helped you with that jump?

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Is it was it just a natural like this is what I'm going to do?

125

Or did you kind of find your way?

126

How did you find your way to it?

127

Let's just be blunt, I prefer being a franchise coach and consultant to actually running a

franchise business, right?

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I love starting things, it was great, but by year eight, it's like, my gosh, this is like

a complicated business.

129

We were cleaning hundreds of office buildings with unique challenges on a regular basis.

130

It was harder from an attrition point of view, meaning once you get big, if you lose, it's

harder to keep up, right?

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If you're starting out.

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It doesn't matter because you don't have any customers to lose anymore because you don't

have any customers.

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If you have hundreds of customers, if you lose one, it's harder to make up for that on new

customer acquisition.

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Whereas my current gig that I'm doing, it's just really interesting in that I'm getting to

know people well.

135

It's more project based.

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I have relationships after I make the match, but it's really getting to know someone and

then making that match and then kind of, and then still guiding them.

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But once they decide to invest in a franchise, it's...

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It's not as much of a relationship anymore, it's moving on to the next person and helping

them on their journey.

139

Well, I'm sure you've seen and you've talked to another a bunch of these entrepreneurs now

that are looking for their path.

140

Have you found any kind of consistency there like something, I don't know, some low

hanging fruit, especially when it comes to selecting a franchise that they should tackle?

141

So you're talking about when it comes to the right fit for people that are actual

potential franchisees.

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if we look at the average franchisee, it's typically male.

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We have some females, right?

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It might be a husband and wife team.

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And it's typically people that are in their 40s.

146

And the kind of overarching theme is someone that is just

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just fed up with corporate America.

148

In many ways, it might be a real estate investor, right?

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That has it on the side, it's looking to diversify as well.

150

But it's someone that has business skills that wants to go out on their own and sees the

benefit of having training wheels in their entrepreneurial journey.

151

Well, I mean, we got to face fact, a lot of businesses starting out without these training

real wheels would have a typical track record of failure.

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I mean, we just have to be blunt about that.

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For franchises have has a better odds of success, right?

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Much better odds.

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Some people say that it's you're 80 % more likely, right?

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I I've heard that it's 90 % chance of success in franchising and only 10 % success rate of

non-franchising.

157

Well, could you kind of give us some examples?

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You gave the example of a cleaning crew.

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I gave the example of a carpet cleaner.

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Are there any others, franchises that come to mind right now that would possibly be a good

fit for real estate investors?

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So look, what I would say is this, and I'm not gonna go into specific brands, but if I

think, I have brands that are in 75 industries, and I do matches based on characteristics.

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When people come to me and they're looking for an investment, right, to kind of diversify

their portfolio, the things that I get most excited about are things that are hands-off.

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And some of the businesses that I get most excited about, real estate related, are things

I specifically enjoy.

164

It is quite expensive, but I do like the salon suite industry.

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And the reason why is it's the kind of thing where you go ahead and you lease space from

landlords, or you might actually own the dirt underneath.

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One of my friends owns the dirt, and they're able to go ahead and build this.

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And you're able to really rent this out to beauty professionals at a great rate.

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And it's pretty hands off.

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We're talking about no employees and after hours access using the fob key.

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And just to remind everybody, if you found this interesting so far, I'm going to direct

you over to Adam's website, franchisecoach.net.

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to get some more information and connect with him there.

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If you found some value in what we're chatting about so far, this show only grows if you

share it with one of your investor friends.

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So consider doing that.

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If you're watching us on YouTube, feed that algorithm that like and subscribe goes a long

way.

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Could you maybe Adam, could you maybe share a story of somebody who came to you with these

hopes and dreams and you kind of

176

they didn't know what direction to go and you matched them up with the perfect franchise

and it turned their life completely around.

177

So the one that really sticks, and I'm gonna stick to the uh salon suite industry, I

typically have my happiest franchisees in that industry, is someone that came, it's a

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husband and wife team, he's an IT director for a Fortune 500 company.

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And Jackie, they came to me, they were like, look, you know, I've had these exciting

thoughts of entrepreneurship, but it just never was the right time.

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As a kid, I wanted to start my own business.

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And I'm just busy as a chief technology officer for this company.

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his wife is lovely as well.

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And I showed them three different brands and they decided to invest in a salon suite.

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And it just became just a great scalable business for them.

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They opened multiple units.

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His wife is, they also bought real estate underneath for one of the three locations.

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It's just been a...

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I've actually visited them for a grand opening for one of their launches and they've

become landlords and it's really helped them to kind of, it's changed their life for sure.

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He's planning on potentially retiring from his job and that's really rewarding for me to

see people in which I've made an impact on them.

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I'm looking to change lives.

191

You know, you've brought the sweet idea up a couple of times here now.

192

Have you run into investors that do like mixed use where they have the commercial or

retail on the bottom floor and then they're supporting the residential units above?

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It almost seems like that would be a great fit for people with those type of investments.

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And they could actually leverage and support those residents and kind of create a

secondary

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cashflow there.

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don't know if I'm...

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have not run into investors, but I know of people that have dirt that say, hey, we even

have a space.

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Like, you know, I'm going to invest in a franchise myself, or this would be a great

opportunity for me to have this.

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Many times, my franchisees are actual tenants in buildings.

200

Sure.

201

You know, those people that are looking to add this type of thing, what type of questions

should they be asking if they're approaching somebody like you, Adam, just to make sure

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that that's a good fit, that they're finding the right person to help them with their

choosing a franchise?

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So I think the most important question is not related to me, but it's related to

themselves.

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And I think that the one thing that people really need to understand about my industry is

everyone wants a hands-off franchise, right?

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Or 95%.

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They want to put money in and then go to a mailbox, right?

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Kind of like mailbox money and real estate investing and not have to put any work into it.

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these businesses, even on the spectrum where it's a semi-absentee opportunity, you still

need to put time in.

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And if you can't put in five, 10, 15 hours per week, this probably isn't the right

business for you in general.

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Well, 51015 that's actually doesn't sound terrible to me, but I guess maybe I'm not the

average person.

211

And look, I think it's a skill set to actually be able to manage people.

212

One of my favorite franchisees that I know of here in Houston, he's a pastor and he has

this way with people where just kind of visiting with his team for coffee for 10, 15, 20

213

minutes, like a daily huddle, he's able to really get a lot done and that's a skill set.

214

But based on your experience, then, what what's been some of the biggest hurdles when

people are trying to scale these these type of

215

Great question.

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Scalability differs from a different business model.

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Let's talk about a couple of examples of scaling.

218

If you own a fitness studio and you want to and you've tapped out your subscriber base

within a certain radius, Jack, it's really hard to go ahead.

219

The way you scale is you have to open up another location.

220

What's exciting about non-brick and mortar locations is that

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Scaling might be easier.

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It might be if you have a service company like we've been speaking about before, then you

might just need to buy another truck and then all of sudden you're scaled.

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scaling means something different for different businesses.

224

Every business, and you mentioned limitations, I'd say the limitation depends on the

business, right?

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Maybe it's a limitation of equipment or of capital or it be people.

226

Have you run into any franchises that that are more remote like or E type stuff, whether

it's it support or that type of thing?

227

Or is it primarily like services like the spas and HVAC and plumbing and you know, those

type of things?

228

Everyone wants that remote, they want to work from home, right?

229

COVID has spoiled us.

230

That exists for sure.

231

95 % of my franchise placements are territory based.

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I would say that the things that don't necessarily have a territory aspect to them,

they're typically sales related.

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It might be a B2B sales role and that can be very attractive.

234

For instance, let's say you have IT skills and you want to be able to sell that throughout

the country, then you could potentially buy a franchise that would allow you to do IT

235

services different places.

236

But you need to be real sales proficient in selling.

237

Sure.

238

OK.

239

Well, we were talking about these other services, the HVAC.

240

Well, I guess I brought up the HVAC and a few other things.

241

But outside of the spa, are you seeing anything in particular that's trending right now?

242

Or people might be contacting you because they want the next Krispy Kreme.

243

Great question.

244

At this moment, I'm finding fitness to be very, very popular, specific aspects of fitness.

245

And the reason why is when fitness is really good, it can be awesome.

246

And what I mean by awesome, I'm talking about Orange Theory in 2012.

247

Orange Theory is known as being one of the big success stories of franchising over the

past 15 years or so.

248

And what I mean by that is that literally it's a situation where if you build this thing,

if you build the right sort of fitness studio,

249

You could actually have enough people in pre-sales to pay for your rent even before you

actually sign your lease or you're actually paying your money.

250

I would imagine that oh one of the things that make some of these franchises uh stand out

is the way and how they support the franchisees.

251

Like, have you found any in particular that kind of stand out whether it's their

processes, their techniques, their support infrastructure?

252

I actually have and I'm glad you mentioned that.

253

I'm not gonna talk about specific brands again, but I have a franchise brand.

254

have something that's almost like this emergency squad where he spends millions of dollars

every month and even uses his private jet and they literally go to people, franchises that

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need help and they turn it around and I just love that.

256

That's a big deal for

257

Yeah, like what did they do to help them turn things around, just reinforce the SOPs?

258

Yeah, I mean, it's just all the above, not only one person.

259

When I had my brand for eight and a half years, I got stuck sometimes.

260

mean, there were certain things going on and I really appreciated that support from the

head office.

261

And it's all about having the right people in place as well from the French.

262

I coach my candidates to be best friends with the support staff at the head office, right?

263

So all of the above.

264

And to give you some TLC, that's huge, best practices.

265

What I'd also say is that people tend to underestimate how important it is to get help

from other franchisees, the kind of brother and sisters in arms.

266

There's a lot of value in that as well.

267

Do you find that that's like in the real estate world, I've found it abnormally great the

way everybody treats each other, you know, like the other other investors, even in your

268

market will go out of their way to give you advice or some direction and help is that

typically the community you find in franchise world to

269

Not every franchise, right?

270

But in the ones that I connect my investors with, that's one thing I'm looking for, right?

271

Some actually have guilds of people in the same market where they negotiate with suppliers

to get a discounted rate.

272

That's a huge factor when it comes to that.

273

I was very blessed in that the franchisee in Minnesota for my office cleaning master

franchise actually trained my staff just out of kindness and camaraderie.

274

Yeah, it just seems to be like we're all in some sort of competition.

275

But, you know, I bring this up in the fact, too, I don't know if you've ever played that

board game.

276

Robert Kiyosaki had that cash flow board game for a while.

277

glad you brought that up because my kids are huge cash flow fanatics at age seven and ten.

278

Yeah, it's one of those things that if you're in a competition together, the game lasts a

lot longer compared to if you all decide to cooperate.

279

And then everybody becomes wealthier quicker.

280

Have you ever tried to play it that way?

281

How, refresh my memory how you can play the game and be cooperative with it.

282

meaning like you can sell it, sell the different things that people don't, you're right.

283

Yeah, so if you're, yeah, it's just a different little mindset change and then the game

becomes different.

284

good point.

285

So unfortunately at my house, I hate to admit this, we are not, we are very competitive.

286

We're not even the game settlers, right?

287

Which we love Katam, where we trade the resource.

288

Winter's coming.

289

We got that we got them stacked up here actually right now.

290

We're not collaborative enough in that game either, but we would probably be more

successful if we traded more.

291

Right.

292

So could you talk a little bit about the trends and like the economy like right now?

293

I would imagine you've become fairly popular.

294

I don't know if you've been to LinkedIn recently, but there sure seems to be an excess in

number of people that are looking for work.

295

And maybe they are now just deciding, you know, I have to create something instead of

looking for something.

296

So Jack, that's a great point.

297

And look, I think that there's a lag.

298

So I liken this to being 2020 all over again.

299

No one wanted to talk to me in March of 2020, right?

300

It was too new and too raw.

301

I think this tariffs is kind of a slow burning type thing with this disruption that we

have.

302

But I do think that many more people are gonna wanna talk to me in three months to six

months.

303

I'm not seeing a huge uptick in interest.

304

Relative, I mean, because there's just so much uncertainty right now.

305

I saw a lot of uptick in interest in the last quarter of 2020 and the first quarter of

306

And I feel the same thing's gonna happen here.

307

Well, Adam, this has just been such a great conversation before we jump in and start to

close out this episode, should we have hit on anything else?

308

Like, did I miss anything?

309

No, I think you got everything.

310

I appreciate that.

311

And the other thing I wanted to mention is that I actually have some franchises.

312

It's pretty well known.

313

One of the challenges of real estate investing is sometimes it's hard to get deal flow.

314

And there actually are franchise brands out there that can give you good deal flow, right?

315

Cause it's just not so easy for you to just kind of raise your hand and say, I'm going to

X amount of mailers or.

316

to actually have that system or SOP, that's valuable and some franchise brands can do that

very well.

317

Yeah, you just kind of created a couple other questions for me here since you mentioned

that.

318

You know, one of the things that real estate investors sometimes struggle with is

marketing.

319

Is there franchises associated with that?

320

Absolutely, yes.

321

So specifically real estate marketing.

322

I have franchise brands whose sole purpose is to help you to find deals, right?

323

They give you the secret sauce and a network of other people.

324

Okay.

325

And then the other one would be the obvious one that I can't believe I didn't think of now

is like home buying type services, uh ugly houses, we buy house type thing.

326

about basically, things in that market.

327

I've even seen in the past commercial real estate buying, right?

328

Buying commercial buildings, franchises that focus on that.

329

Right.

330

You know, it's kind of interesting because when we were initially getting into this, you

know, we were researching different coaches.

331

And it was the one that provided essentially what we saw as a franchise where we were

getting the SOPs, this is what you do every single day.

332

That level of guidance is the one we ended up deciding to go with because of that level of

here's the business, do it.

333

And look, Jack, when you're buying a franchise, you're buying a brand, but people tend to

underestimate how important that process or SOP is.

334

And in a good brand, you're getting a lot of value.

335

Well, Adam, this has been a great conversation.

336

One more time, I'm going to remind everybody, check out the franchise coach.net going to

be a clickable link in the show notes.

337

Before we jump into the rapid fire.

338

Is there anything else we should hit on?

339

I'm good.

340

Okay, well, first one is what lie do entrepreneurs often tell themselves?

341

I think that they say, yeah, I love what I do, I love what I do, but when they really look

deep, right, they lie to themselves about these kind of things.

342

But you know what, I think it's a healthy lie because in many ways as an entrepreneur you

need to be crazy in order to do what you're doing.

343

So it's all about mindset.

344

If you could go back in time and give your younger self one piece of advice, what would it

be?

345

self-love right if you don't love yourself and if you don't have confidence in yourself

then no one else will it all starts from yourself uh

346

I would say that it's all um self-forgiveness as well, not being your own best cheerleader

and supporter as opposed to your own worst critic.

347

Do you have a book recommendation or what are you reading right now?

348

So I love books in general.

349

My book is great, called The Franchisee Lifestyle.

350

But what I would say is in general, I love Brene Brown.

351

She's just, to me, I saw her speak in person.

352

I admire her.

353

I think she just has such things that are just so relevant to today, and she has a brand

new book out called, about groundedness.

354

I just think it's fascinating.

355

And then finally, what single process or tool have you implemented that has had the

biggest time saving impact?

356

What I would say is this, that I love having a great team, trusting my team, and most

importantly, although I'm not great at creating these processes, I other people doing it,

357

something as simple as literally taking screenshots and having something inside of Google

Drive and saying, do this and do that, just kind of something to walk people through

358

simply, it takes a long time to have that SOP, but it's really just a great practice in

case that person leaves or.

359

ah They are going on vacation.

360

just I'm a huge believer in having SOPs easily accessible

361

Well, Adam, this was fantastic.

362

I really appreciate you giving us the moment here today.

363

One more time franchise coach.net.

364

You're going to have that as a clickable link in the show notes, but I hope you'll

consider coming back again sometime.

365

That was great to meet you.

366

Thank you so much, I love the questions.