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For an eager prospective franchisee, a savvy broker may be your best friend—or one of your worst.

A broker works for franchisors to find franchisees by introducing prospects to various concepts and their terms, plus the responsibilities of the industry. According to the “Franchise Times Guide to Selecting, Buying & Owning a Franchise,” brokers typically offer their consulting services free of charge to prospective franchisees, but earn a commission from the franchisor when a new franchise agreement is made—which can be from one-third to one-half of the franchisee fee. Because of this, it is important for potential franchisees to consider a broker’s reputation before using one.

“Some see (brokers) as professional matchmakers, leading prospective franchisees through the clutter of thousands of options to a franchise that’s suited to their interests, expectations and skills,” said Julie Bennett, author of the “Guide.” “But other people see them as the used-car salesmen of the industry, intent on force-fitting potential franchisees into concepts they represent.”

Art Whitman, owner of Sun Franchising—a franchise consultancy firm representing more than 120 companies—said that in order to avoid being pigeon-holed during discussions with a broker, a prospect should thoroughly research and learn about a number of different concepts. But most importantly, prospects should be certain of the goals they hope to achieve.

“You have to know what you like and dislike,” he said. “Lifestyle should be the first thing to consider: Do you want to work 24/7 or be nine-to-five? What about your family, or the other things in your life that you’re interested in?” Whitman said some prospects come to him with set criteria they want in a franchise (and will sometimes quit altogether if they don’t get it), while others will become franchisees of concepts they had previously held only a casual interest in before he helped them do the research.

According to Bennett, a good broker will be able to provide a wealth of information about the franchise industry, urging a client to dispel “preconceived notions about product or services and get (the client) to focus on the results (he or she) wants to achieve.” However, she adds, prospects should be aware of potential conflicts of interest and to be just as savvy, especially if the broker leads the client to believe that he or she is “your coach, adviser or consultant.” After all, brokers serve as agents for the franchisors.

Tips for using a broker:

• Interview and have discussions with more than one.
• Do your homework and make sure you are serious about joining the industry.
• Work with a local broker, who will have a better view of the landscape and is unlikely to risk his or her reputation by placing you into a bad system.
• Don’t feel bound by the franchises the broker offers. If you decide to join a system outside those the broker represents, so be it.

Don’t use a broker who:

• Asks for a fee. Remember, the broker’s cost is paid by the franchisor.
• Tries to dissuade you from a concept you like, especially if the franchise fee is lower than some of the other concepts on the broker’s list.
• Has no experience in franchising.
• Works only part-time. The franchise world is a big one, and success is a full-time endeavor.
• Is on a retainer with some of his or her franchisors. The objective is to find a system that will prove beneficial to you, not the broker.
• Only shows you companies that are younger than two years old and/or have fewer than 10 units; systems with those credentials are still unproven.