According to our latest research (Spring 2021), lead contact rate for first touch hovers around 20%. That's across the board for sales in general, not just for franchising.
Please note that auto-responders help elevate that number tremendously. Because of FranchiseHelp's sms automation technology, our leads using auto responders will see contact rates significantly higher than that industry average. The average FranFunnel user sees a 35% contact rate, while some get up to 50% or more.
That being said, contact rate varies greatly by brand and outreach method. We've blogged about it from numerous angles, so here's some further reading to give you context around this metric:
What Affects Your Contact Rate
Why Contact Rate Isn't The Only Metric To Grow Your Franchise Brand
Selling More Franchises without Increasing the Development Budget
Dating and Texting -- How To Double Your Response Rate