An Agency Retainer Book Is the Asset

Agencies like to talk about craft. Buyers talk about retainers.

A digital marketing shop, an SEO company and a web development studio all come down to the same question: will the clients still pay when your name is not on the Slack channel?

Retainers versus projects

Project shops can be sold. They are harder, because next month’s revenue is a rumour. A maintenance or SEO retainer book is easier to introduce, even if the founder is tired of the work.

Personal brand

If the agency is you on LinkedIn, the sale is a succession job. That belongs on the table early. Some buyers want the founder for a handover. Some want the clients and a different public face.

Hosting on the side

Hosting and domain registration are often the quiet, dull profit. Do not forget to mention them. They may be the part another operator wants most. See web hosting and domains.

The wider category sits at digital agencies.