Qualified leads. Already prioritized.
How MassageLuXe's franchise development team replaced manual lead triage with a 24/7 AI agent and a custom scoring engine that grades every candidate before sales picks up the phone.
The Challenge
Too many inquiries. Not enough time.
MassageLuXe’s franchise development team was dealing with a problem most growing franchise brands know well: too many inquiries, not enough time. The team couldn’t qualify every lead. Candidates who might have been the right fit were falling through the cracks, and the ones getting attention weren’t always the ones worth prioritizing.
The ask was straightforward — build something that could work the pipeline before the sales team ever touched it.
What Was Built
An AI agent and a scoring engine, working the pipeline together.
A purpose-trained FD agent
Trained exclusively on MassageLuXe’s FDD, brand positioning, territory model, investment requirements, and competitive differentiators. The agent runs 24/7 on the franchise development site, answering the questions prospects actually ask — investment costs, territory availability, support infrastructure, membership economics — and qualifying candidates in real time.
A custom AI scoring engine
Calibrated to how MassageLuXe’s team actually evaluates candidates. Every lead — whether it came through the AI chat or the existing web lead form — gets enriched, scored across qualification dimensions like liquid capital, timeline, territory interest, and engagement quality, then assigned a letter grade (A through F). Leads hit the CRM already prioritized.
The development team opens their queue and starts at the top.
The Results
Working the pipeline around the clock.
total conversations
Since launch in mid-August.
qualified leads delivered
Routed straight to the franchise development team.
messages per conversation
These aren't bounces — they're high-intent prospects.
average session duration
Real engagement, not drive-by clicks.
Peak Engagement
9am on Wednesdays.
A data-backed signal for when to time outreach and campaigns for maximum response.
“We’re using their chat agent on both our franchise development site and our consumer site, and it’s been extremely stable and consistent, even at higher volumes. It just works. The conversations feel natural and helpful, not robotic, and we’ve been really impressed with how well it handles real-world questions from both prospects and clients.”
Kristen Pechacek
CEO, MassageLuXe
What The Data Revealed
A window into what candidates actually want to know.
Beyond the lead numbers, the agent gave MassageLuXe something it hadn’t had before: a window into what website visitors are actually thinking before they ever talk to a human.
At scale, MassageLuXe could see what franchise candidates want to know, what’s holding them back, and how they describe their goals. Prospective franchisees arrive with sharp, specific questions — not vague curiosity.
Top conversation topics
- 1Franchise investment requirements
- 2Territory availability
- 3Franchisee support and training
- 4The membership revenue model
That intelligence alone has changed how MassageLuXe thinks about its website content, its follow-up sequences, and the first conversation a sales rep has with a qualified candidate.
“One of the biggest wins for us has been the insights. Being able to see what franchise prospects are actually asking, where they’re getting stuck, and what consumers care about most has helped us refine how we communicate and how we serve both audiences. That kind of visibility is incredibly valuable and hard to get otherwise.”
Kristen Pechacek
CEO, MassageLuXe
How It Works Now
Manual triage, eliminated.
Every inbound lead — chat or form — is enriched, scored, and prioritized automatically. The sales team eliminates manual triage entirely. The system runs 24/7 at a fraction of the cost of traditional lead generation platforms, with no incremental cost per conversation.
Want to see how it works for your brand?
Book a 20-minute walkthrough.