I Took Over the Agency–And Here’s What Happened Next

Business ownership has been a dream of mine for as long as I can remember. That said, my path to owning a digital marketing agency took several surprising turns before I arrived at my destination. 

Stepping into ownership at Simplified SEO Consulting has been one of the most challenging and rewarding experiences of my life. From evaluating the risks and rewards of buying an established agency to navigating the steep learning curve of running a business, this journey has tested my resolve and sharpened my skills in ways I never anticipated.

In this post, I’ll share my story—as someone who saw an opportunity and decided to go for it. I’ll take you behind the scenes of the decision-making process, the challenges I faced, and the strategies that helped me transition into this new chapter of my career. 

If you’ve ever considered making a bold, strategic business move, I hope my journey offers you some valuable insights. 

Where It Started

I have lived in rural Missouri my entire life. Some might think that would be limiting, but growing up, I always had big dreams and aspirations that led me back to my core desire: helping people.

Having five children put my college plans on hold as I was a stay-at-home mom for 15 years. But when my son was born, in the midst of a divorce, I knew it was time to go after my dreams of going to school and creating a better life for my kids. I started my education in Healthcare Administration but soon realized I wanted to connect more directly with people and their care. So, I shifted gears, earning a Bachelor’s in Behavioral Health.

After graduation, I began working as a Mental Health Case Manager, where I discovered my passion for helping people navigate challenges and find solutions. That experience inspired me to further my education, and I pursued a Master’s in Psychology. Life, however, had other plans—throwing in a brain tumor that I had to overcome. Despite that obstacle, I graduated in 2022 with my Master’s degree. In 2024, I earned a second Master’s in Digital Marketing, marking a pivotal moment in my journey.

I could never have predicted how seamlessly these two degrees—psychology and digital marketing—would intersect. After a job fell through, I found myself working for Simplified SEO Consulting as an SEO Specialist. And that, as they say, is where this chapter of my story begins.

Read more about how to increase SEO traffic for your clients in this article. 

Discovering Simplified SEO Consulting

Simplified SEO Consulting is a small agency specializing in providing SEO services for therapists and other helping professionals. Its mission is to improve the online visibility of therapists' websites, enabling them to connect with their ideal clients and grow their practices. For someone like me, with a background in both mental health and marketing, this role felt like the perfect fit.

I joined Simplified SEO Consulting as an SEO Specialist and worked there for a year and a half. During that time, I fell in love with the work, the team, and the agency’s mission. The job wasn’t just about optimizing websites; it was about helping therapists—people who dedicate their lives to helping others—reach the clients who needed them most. It felt incredibly fulfilling.

When I left Simplified in January 2024 to return to my roots in mental health, the decision was bittersweet. I missed the work but wanted to take on a leadership role as a Qualified Mental Health Professional (QMHP) Supervisor. Little did I know that my time at Simplified was not over. Later that year, I learned that the agency was for sale. My husband and I immediately saw this as a once-in-a-lifetime opportunity, and I knew I couldn’t let it slip away.

Read more about how to buy a marketing agency in this article. 

The Decision To Buy

The idea of owning a business had always been a dream of mine and Simplified felt like the perfect fit. Its established client base, talented team, and proven success made it a less risky venture than starting a business from scratch. My husband and I had discussed owning a business many times, and this opportunity seemed tailor-made for us.

The biggest appeal of purchasing Simplified was its potential for growth. Unlike starting from zero, we would inherit a functioning business with loyal clients, strong brand recognition, and an experienced team. These elements offered a solid foundation, allowing us to focus on scaling rather than building from the ground up.

After discussing it, we decided to reach out to Jessica, the owner at the time, to express our interest. Once we signed a non-disclosure agreement, the process officially began.

The Buying Process

The journey to agency ownership is different for every buyer and seller. But this is what the process looked like for us:

Navigating Due Diligence

Early in the process, my husband and I decided we wanted to purchase the entire business—not just its assets or name. This meant thoroughly evaluating every aspect of Simplified’s operations, from its financial health to its client base and employee structure. We asked countless questions to ensure we fully understood what we were taking on.

We gained access to financial records, contracts, payroll details, and client lists. This stage required extensive research and analysis. It was critical to ensure that the agency was financially stable and that its processes were scalable.

Overcoming Challenges

One of the most challenging aspects of the process was securing funding. Traditional loans often came with restrictive terms or lengthy approval processes, so we ultimately reached an agreement with Jessica to self-fund the loan. 

Read more about marketing agency cash flow problems (and how to solve them) in this article. 

This arrangement required us to sign a personal guarantee, making us fully responsible for repayment regardless of circumstances. It was a nerve-wracking decision, but one we felt confident in given Simplified’s proven success.

Initially, we worked with a lawyer to draft a Letter of Intent (LOI) outlining our intent, terms, and proposed price point. This document became the foundation of our negotiations. However, miscommunication and delays with the lawyer led us to proceed Pro Se (without legal representation) to expedite the process. While this decision worked for us, I wouldn’t recommend it unless absolutely necessary.

Transition Day

On December 16, 2024, the ownership officially transferred. I hadn’t been able to share the news with my former coworkers, but their excitement when I revealed myself as the new owner was overwhelming. Seeing familiar faces and hearing their supportive reactions reaffirmed that this was the right decision.

Jessica was instrumental in ensuring a smooth transition. She notified clients, introduced me as the new owner, and provided glowing endorsements. Her support made a potentially stressful process much more manageable.

Early Days as an Owner

The first week of ownership was a whirlwind. We worked on gaining access to systems, connecting with the accountant, transferring LLC ownership, and creating new operational documents. Every day presented a new challenge, but with the help of Simplified’s incredible team, we tackled each obstacle head-on.

During our first team meeting, we reassured everyone that we weren’t planning drastic changes. We emphasized that employee well-being was our top priority and shared our vision for growth. This approach helped foster trust and enthusiasm among the team.

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Pros and Cons of Buying an Existing Agency

Purchasing an existing agency was the right move for me–but it’s not without its drawbacks. If you’re currently weighing the options between starting a net new agency or buying an existing one, consider the following pros and cons:

Pros:

• Established Systems and Processes: Simplified already had proven workflows in place, saving us time and effort.

• Built-In Client Base: The agency came with loyal clients and consistent revenue.

• Experienced Team: We inherited a talented team familiar with the agency’s operations.

• Brand Recognition: Simplified had a strong reputation within its niche, providing a solid foundation for growth.

Cons:

• Adapting Existing Processes: Navigating and updating inherited workflows required significant effort.

• Transferring Accounts: Gaining access to systems and transferring ownership was time-consuming.

• Understanding the Seller’s Management Style: It took time to adapt and implement changes while respecting existing systems.

The Future of Simplified SEO Consulting

Simplified SEO Consulting’s future is brighter than ever. We’re committed to maintaining its mission of helping therapists and other helping professionals while introducing new services and improvements.

Maintaining the Core Mission

We’re keeping the focus on serving therapists and providing personalized services. The team remains intact, and we’re dedicated to delivering the exceptional client experience that Simplified is known for.

Read more about how to create a marketing agency mission statement employees actually care about. 

Implementing Changes

We’ve already made several significant changes:

• Employee Compensation: We evaluated and adjusted employee compensation and per page bonus structures and changed them to provide a more consistent income for employees.

• Streamlining Processes: We’re auditing our marketing agency tools and software to eliminate redundancy and maximize efficiency.

• Expanding Services: In February, we’ll launch new offerings like Stand-Alone Copywriting, SEO Technical Tune-Ups, and Local SEO Services. These additions aim to provide more flexibility and value to our clients.

• Broadening Our Reach: While therapists remain our primary focus, we plan to expand our client base to include other helping professionals. This strategic growth will allow us to diversify while staying true to our mission.

Advice for Aspiring Business Owners

If you’re considering buying a business or agency, here’s the advice I’d share based on my journey to owning Simplified SEO Consulting.

1. Research Thoroughly

Due diligence is the foundation of any successful acquisition. Take the time to dig into every aspect of the business before signing on the dotted line. For us, this meant evaluating Simplified’s financial health, reviewing client contracts, analyzing employee payroll, and gaining a clear understanding of its processes.

• Know the Numbers: Ensure the financials make sense and that the business is profitable. Look for any red flags in expenses or liabilities that could impact your bottom line.

• Understand the Market: Research the industry landscape to assess where the business fits and its potential for growth. For example, I knew Simplified SEO Consulting had an agency niche focused on therapists and helping professionals, which gave it a competitive edge.

• Ask Questions: There’s no such thing as too many questions. Use this time to learn as much as you can about the business’s operations, client base, and team. The answers will help you make informed decisions and avoid surprises later.

2. Have a Clear Vision

When taking over an existing agency, it’s crucial to have a vision for the future. For us, this meant balancing respect for Simplified’s history with implementing changes that aligned with our goals.

• Align With Your Goals: Before making any changes, identify your priorities. For me, employee well-being and client satisfaction were at the top of the list. This guided decisions like providing raises, streamlining processes, and launching new services.

• Respect the Legacy: While it’s tempting to make sweeping changes, remember that the existing structure has value. Take the time to understand what works well before introducing new ideas.

• Set Growth Goals: Think about where you want the business to go in the next year, five years, and beyond. Whether it’s expanding services, targeting new markets, or increasing efficiency, goal-setting frameworks will help guide your decisions.

3. Build Relationships

The relationships you cultivate with the team and clients are critical to your success as a new owner. One of the biggest advantages I had was the existing trust I’d built with the Simplified team during my time as an SEO Specialist.

• Earn Trust: For me, transparency was key. From day one, I made it clear to the team that their input mattered and that any changes would be discussed collaboratively. This reassured them and helped foster a positive transition.

• Communicate Clearly: Keeping clients and team members informed during the transition is essential. Jessica, the former owner, helped notify clients about the change, which made them feel secure.

• Focus on the Team: Happy employees lead to happy clients. Prioritizing employee engagement and well-being, such as by evaluating wages and listening to their concerns, will have a lasting impact on your agency’s success.

Read more about strategies to build transparent agency-client relationships in this article. 

4. Be Prepared for Challenges

No matter how much you prepare, challenges are inevitable. In my case, funding the purchase, navigating legal hurdles, and transferring accounts were some of the biggest obstacles we faced.

• Expect the Unexpected: Even with the best-laid plans, things can go awry. For example, our initial lawyer didn’t fully understand our needs, forcing us to proceed without representation—a decision that added stress but ultimately worked out.

• Stay Adaptable: Flexibility is crucial when managing unforeseen issues. Whether it’s reworking your funding strategy or troubleshooting system access, staying calm and solution-oriented will help you navigate hurdles effectively.

• Resilience Matters: There were moments when the process felt overwhelming, but staying focused on our vision helped us push through. Remember why you started and keep moving forward.

5. Learn From Others and Trust Yourself

Finally, don’t hesitate to seek advice from others who have been through similar experiences. At the same time, trust your instincts and decisions.

• Learn From Mentors: Whether it’s the previous owner, a business coach, or other professionals in your industry, tap into their knowledge. Jessica’s support during the transition was invaluable in helping us succeed and avoid any leadership mistakes.

• Trust Your Vision: While advice is helpful, no one knows your goals better than you. Trust yourself to make decisions that align with your values and vision for the future.

Conclusion

Taking over Simplified SEO Consulting has been a challenging yet rewarding experience. By thoroughly researching the business, maintaining a clear vision, building strong relationships, and staying resilient, I’ve been able to make my dream of owning a business a reality. 

If you’re considering a similar path, my advice is simple: prepare, stay adaptable, and believe in yourself. You’re capable of achieving more than you realize.