Every so often you meet a franchise development leader who reminds you that sustainable growth is equal parts standards, systems, and heart. That’s why I invited Peter First—Chief Development Officer atBrightStar Care—on the show. We dug into RN-led care, the caliber of owners they recruit, and how they systemize follow-up so prospects feel seen—whether they invest in six weeks or six years. If you lead franchise growth in 2025, this conversation is a practical map.
Meet Peter First
Peter (Pete) First grew up in the Wyndham system and has spent 25+ years helping entrepreneurs open, learn, and scale. At BrightStar Care, he leads development for a brand built on a high bar: RN-led, higher-standard care that delivers peace of mind for families and dignity for clients. What stands out is how he ties growth to values—owner selection, onboarding depth, and disciplined lead follow-up.
Brand = Standards in Motion
“We focus on the highest standard of care… That attracts the best franchisees, who hire the best caregivers.”
Pete believes the foundation of brand growth begins with setting the bar higher than anyone else in your category and refusing to compromise it. BrightStar’s “RN-led care” standard isn’t a tagline; it’s a structural promise. That decision to anchor every service in medical professionalism has attracted not just clients, but the kind of franchise owners who value excellence over shortcuts. As Pete put it, quality begets quality. When the franchise system protects that higher standard, everything else—validation, customer trust, and expansion—flows naturally from it.
Recruit for Heart, Not Just Skill
“Don’t blow your career on one deal.”
Franchise development can tempt you to celebrate every signed agreement, but Pete reminds us that one wrong fit can cost a brand years of cultural damage. BrightStar looks first for heart, for owners with a personal connection to care. Many of their franchisees entered the business after witnessing a loved one’s experience with end-of-life care. That empathy shows up in how they lead their teams and serve their communities. As Pete shared, when someone has the right motivation, everything else—training, systems, success—falls into place. If they’re just in it for the money, it’s a no-go.
Validation That Feels Like Truth
“We give candidates the full owner list in the FDD and tell them: call anyone.”
Transparency is one of the quiet strengths of BrightStar’s growth strategy. Pete encourages candidates to speak directly with current owners, any owner, anywhere in the system, to understand the realities of running the business. Those validation conversations serve a dual purpose: they help candidates get the truth from peers, and they give current franchisees a voice in protecting the brand. When owners hear something off, they alert the development team.
Modern Demand Gen: Content, PPC, and AI + Long-Tail Nurture
“Some prospects take five years, so we just keep showing up with value.”
BrightStar’s marketing machine runs on persistence and adaptability. From PPC campaigns to educational blogs, PR placements, and weekly LinkedIn content, their approach keeps the brand visible across every touchpoint. But what’s remarkable is their patience: some franchisees joined the system after opening more than 150 marketing emails over five years. Instead of hard selling, BrightStar nurtures curiosity. Pete also shared that their top new lead source is ChatGPT, proof that AI discovery has already entered the franchise marketing funnel.
Video Over Words and Why Authenticity Wins
“People want to see real people doing real things and saying words that are authentic and not scripted.”
When it comes to content, Pete and I both agree: video is king. The long-form webinar is dying; short, authentic clips are what drive engagement. BrightStar leans heavily on franchisee-led storytelling: real people, unscripted moments, and community impact. These short clips outperform corporate videos because they feel genuine. Today’s candidates aren’t impressed by boardroom polish; they’re moved by seeing peers speak from the heart. Authenticity, not production value, is what builds connection.
Onboarding That Actually Builds Operators
“It’s a 27-month structured onboarding program with weekly coaching.”
Here’s where BrightStar really stands apart. Most brands offer a few months of onboarding before turning new owners loose. BrightStar invests in a 27-month program that provides continuous coaching for nearly two and a half years. New owners start with pre-opening support, then graduate into stage-based cohorts that meet weekly. Each phase is tailored to what they’re facing right now, not a generic one-size-fits-all training.
Speed-to-Lead and Lifetime Nurture
“Speed-to-lead isn’t a buzzword; it’s the difference between growth and waste.”
When the topic turned to lead management, Pete didn’t mince words. Brands are spending thousands on leads that go unanswered. BrightStar’s rule is simple: respond immediately, often within minutes, using AI-assisted texting and human follow-up. From there, every contact stays in the system indefinitely unless they opt out. Some prospects may not be ready for years, but that long-tail communication keeps BrightStar top of mind.
Wrap up Thoughts
Talking with Pete reinforced what I’ve always believed: growth doesn’t come from flash or hype. It comes from clarity, consistency, and care. A strong brand starts with great people. Validation works when it’s real. Marketing wins when it teaches, not sells. And sustainable expansion happens when a franchisor invests in its owners for the long haul. BrightStar Care is proof that you can grow fast without losing heart.
Listen & Watch the Full Conversation
Watch the full episode on YouTube
Check out the Podcast hub Channel
Connect with Pete First and BrightStar Care.
