Ever found yourself daydreaming about building an agency but have no idea where to start? Or maybe you’re already running one but feeling like you’re constantly working IN the business rather than ON it? I get it. The agency model is attractive for a reason – bringing on multiple clients, handing them off to your amazing team members, and actually having time to focus on business development (and maybe even having a life outside of work!). But without the right foundation, that dream can quickly become a never-ending hustle.
Today, I’m walking you through exactly what I would do if I were building an agency from scratch. No fluff, just the practical steps that will set you up for a sustainable six-figure business where you’re not the one doing all the work.
1. Choose a High-Value, In-Demand Service
Not every service is cut out for the agency model. The key is to pick something clients need consistently – month after month – that delivers real value they can see. Think social media management, paid ads, or bookkeeping. These services are perfect because larger businesses need them continuously, creating that sweet recurring revenue.
The bigger question to ask yourself: “Does this service have a clear ROI that clients can see?” When clients can directly connect your work to making them money, they’re much more likely to stay long-term.
2. Narrow Your Specialty (Niche Within a Niche)
This is where simplicity becomes your secret weapon. Don’t just be a “social media agency” – that’s too broad and will become a scaling nightmare. Be an “Instagram agency specializing in organic growth” or a “bookkeeping agency for simple small businesses.”
Getting ultra-specific is your ticket to growing a simple agency. It makes your systems, hiring, and training exponentially easier. Remember: niching doesn’t box you in – it actually allows your expertise to grow deeper and become more potent, making you the go-to expert in your field.
3. Target Established Clients Who Already Invest
This one’s straightforward but crucial: work with businesses that are already making money and understand the value of outsourcing. They get that they need to invest to grow, they value their time, and they’re not afraid of paying for quality service.
Don’t chase after struggling businesses – there will always be someone out there to serve them, but that’s not your ideal client if you want to build a sustainable agency. You need to charge premium rates to support a team AND pay yourself well, so target clients who won’t blink at your price tag.
4. Solve a Problem in a Unique Way
You don’t have to be the only agency offering your service, but you do need a unique angle. Create a framework or system that positions you differently – like “our four-step Instagram system that gets you seen, builds engagement, and delivers qualified leads in your DMs.”
Having a signature approach gives you an edge in your marketing and helps potential clients see why you’re different from the sea of other agencies they could choose.
5. Build Systems That Anyone Can Follow
This step is EVERYTHING. Before you bring on a single team member, ask yourself: “Can I teach this easily? How complicated would this be for someone else to learn?” Your systems and processes need to be duplicatable.
Be ruthlessly specific about what you will and won’t offer. Yes, this means sometimes saying no to additional services clients might request. That’s not just okay – it’s necessary. The path to working part-time hours while making six figures lies in keeping your agency model simple and systematic.
6. Create a Brand That Reflects Your Value
Trust is everything, especially with agencies. Many clients have been burned before, so your brand needs to instantly communicate authority, professionalism, and confidence. Your “storefront” (website, social media, etc.) should feel elevated and aligned with the clients you want to attract.
If you’re targeting corporate lawyers, your branding might look different than if you’re serving high-energy female coaches – but in either case, it should feel authentic to you while also resonating with your ideal clients.
7. Develop a Multi-Pronged Lead Generation Strategy
Even the most perfectly structured agency will fail if no one knows you exist. Depending on your ideal client, develop strategies to get directly in front of them – whether that’s LinkedIn networking, in-person events, strategic content marketing, or my favorite “Organically Gen” method (which I teach inside Grow).
The key is not waiting around hoping clients will find you. Place yourself directly in their path, and use multiple approaches rather than relying on just one lead generation channel.
8. Create Clear Nurturing and Sales Processes
Once you have eyeballs on your business, you need a clear path to nurture those leads and convert them to clients. Think of it like dating – first they notice you, then you nurture the relationship, and finally, you “make it official” by getting them on a sales call.
Different buyer types will need different nurturing approaches, so map out your content marketing, email sequences, or whatever method makes sense for your audience. Then get crystal clear on your actual sales process – how exactly are you getting prospects onto a call and closing the deal?
The Balancing Act of Growth
The trickiest part? Balancing client work with continued marketing. This is where most agency owners get stuck – they take on too much client work, have no time to market themselves, leads dry up, and they end up in a feast-or-famine cycle making “just enough” but never breaking through to consistent six figures.
Whether you hire team members first or take on clients first depends on your starting capital, but always ensure you have margin to stay visible and keep marketing your agency. Otherwise, your business will eventually flatline.
If you’ve been stuck in the cycle of making “just enough” in your business for years, know that it doesn’t have to stay that way. Whether you’re starting from scratch or transforming an existing business, these eight steps will help you create an agency that works for YOU instead of the other way around.
Need support implementing this framework? That’s exactly what I teach inside Grow membership. You’ll get the step-by-step guidance to build a simple, sustainable agency that consistently brings in six figures without requiring you to work around the clock.
Don’t stay stuck – that’s a choice. Let’s build an agency that gives you both the income AND the lifestyle you’re dreaming of. Message me on Instagram with questions or join Grow today!
