Sell the client book, not the office story

Buyers treat most agencies as the same kind of business: a list of clients, some recurring fees, some project work, and a founder who still wins a lot of the work. Whether you call it a digital agency, a marketing agency or a studio is secondary.

What they will ask is simple. Which clients are on retainers. How much of the delivery still needs you. Whether the work is productised enough that someone else can run it.

Web development, search retainers and hosting often sit beside the same brand. They do not always sell as one lump. If most of the profit is in support or hosting rather than new pitches, say so early. That is usually the part another operator can keep.